Communication 2.0 for Youth Medialab.

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Presentation used at Second MEDIALAB Training Course celebrated in Silla. May 2012.

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Communication 2.0 for Youth Medialab.

  1. 1. #youthmedialab #youthmedialabsilla2nd MEDIALABTraining CourseSilla, 15th May 12
  2. 2. Campaigns at InternetCommunication 2.0 Source: informationactivism.org
  3. 3. How to make a campaignat communication 2.0What is a campaign strategy?- The existing situation- Who is affected (positivelyand negatively)- Resources, tactics and tools.
  4. 4. How to make a campaignat communication 2.0#1 Common Vision- Discuss and decide, as a group, whatcore problem your campaign seeks toaddress.- What would a world without thisproblem be like?- Imagine unlimited resources (money,power, etc).- Discuss the scope of your campaign:decide whether it has multiplecomponents (sub-campaigns).
  5. 5. How to make a campaignat communication 2.0#2 Campaigns Stakeholders- Who creates the problem? Who isaffected by it? How and why are theseentities connected to one another?.- Place the stakeholders as follows: ● Vertical axis represents level of infl uence in achieving the goal of your objective from most influential (top) to least (bottom). ● Horizontal axis represents whether they are likely to oppose (left) or support (right) campaign.
  6. 6. How to make a campaignat communication 2.0#3 From targets to tacticsa. Active allies: supportive and motivated to achieve your goals . Use mobilisation tactics .b. Allies: may benefit from your successc. Neutral parties: may not be involved or affected currently. Use educational, visualisation tactics.d. Opponents: may suffer from your success . Use disruption, interference tacticse. Active opponents: actively interfere with your
  7. 7. How to make a campaignat communication 2.0Example: PlataformaVoluntariado España- Wall Posts- Polls- Annotated links- Publish only one a day- Around 9.30 in the morning.- Found more interesting topics: intern. volunteer, organizational change, etc..- Answer always, even the day before or two days ago.- Social networks are like a bar: enjoy or stay at home.
  8. 8. How to make a campaign at communication 2.0 Example: Plataforma Voluntariado España - Say the truth: have you ever considered leaving your volunteering? - If you were to choose, would you rather do voluntary national or international? - Moussa, rapporteur for the Autumn School: "Volunteerism is complementary to social participation." Have you been to a strike this year? - Continuing the theme of yesterday, do you think volunteering is, in some cases, a form of work for free? - Is it okay to volunteer to get a job in an NGO? - Do you think foreign volunteering isSource: http://bit.ly/wXk4cx better than here?
  9. 9. How to make a campaignat communication 2.0Access to information- Resources.- Tools
  10. 10. How to make a campaignat communication 2.0Sources:dondevanmisimpuestos.es
  11. 11. How to make a campaignat communication 2.0Tools:- Delicious- Google Reader- Evernote
  12. 12. How to make a campaignat communication 2.0Tools:- Gmail- Google Docs- Google Calendar- Google Drive- Dropbox
  13. 13. How to make a campaignat communication 2.0Think creatively1. Inspiration2. Innovation3. Perspective4. Ideas
  14. 14. How to make a campaignat communication 2.0#1 InspirationThink about one campaign that changedthe way you thought about an issue:- Where you were when you first noticedthe campaign action?- What the action did and what itachieved?- Why it was creative?- How they were inspired by it?
  15. 15. How to make a campaignat communication 2.0#1 Inspiration- Tactic: the approach you take to targeta specific audience. Your tactic shouldappeal to that audience’s tastes, habits,interests and value systems. Tactics mayinclude humour to appeal to a youngaudience.- Format: the medium or context of acampaign or action; for example: streettheatre, comic strip, video documentary,radio programme, blog, social networksite group.
  16. 16. How to make a campaignat communication 2.0#2 InnovationThinking outside the box:For example, if you are working on aclimate change campaign, ask oneperson to assume the perspective of apolar bear or of an ocean.
  17. 17. How to make a campaignat communication 2.0#3 PerspectiveFor example, if you were working onclimate change in India, you mightinclude ‘rural young person’, ‘wealthyelite family in capital city’,‘environmental policy-maker’,‘environmental NGO’, ‘school children’and ‘polluting industry CEO’.
  18. 18. How to make a campaignat communication 2.0#4 IdeasDivide participants into two groups,called ‘exaggerate’ and ‘downplay’. Askthe fi rst group to come up with positive,fantastic, naïve, surreal ideas for acampaign message and ask the secondto come up with subtle and pessimisticones.
  19. 19. How to make a campaignat communication 2.0Campaign analytics-Webs- Facebook- Twitter
  20. 20. How to make a campaignat communication 2.0Campaign analytics1. FB Analytics2. Hashtags3. Socialbro4. Feedburner
  21. 21. How to make a campaignat communication 2.0Campaign analyticsGoogle Tools:1. Google Analytics2. Google Insights3. Google Alerts4. Google AdWords
  22. 22. Google Insights
  23. 23. Google AdWords
  24. 24. How to make a campaignat communication 2.0Mailchimp
  25. 25. informationactivism.org
  26. 26. Juan Ángel Conca@jaconcajaconca@gmail.com@youthmedialabwww.youthmedialab.eu

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