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Reaching the other side - Rachel Collinson

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Presentation from ECF Europe 2019: https://europe.ecampaigningforum.com In this presentation, you can find out how the WeDialogue project recruited conservatives and libertarians for an online research project. This is a rare opportunity to learn some frank lessons from failure and see what methods and tactics worked in the end.

Published in: Government & Nonprofit
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Reaching the other side - Rachel Collinson

  1. 1. WH I SPERER donor REACHING THE OTHER SIDE HOW TO ENGAGE WITH THE ‘OPPOSITION’ SUCCESSFULLY
  2. 2. W H I S P E R E R donor THE BRIEF Recruit 5,000 study participants for Scholio in three weeks (Participantis countedas recruitedwhen theyhave filledin the enrolmentsurvey.)
  3. 3. GOT QUESTIONS? Ask at any time.
  4. 4. W H I S P E R E R donor PLANNING (WHAT WE THOUGHT MIGHT WORK)
  5. 5. W H I S P E R E R donor TARGET AUDIENCES AND MOTIVATIONS • Students and researchers in e-democracy • Motivated by financial incentives, improving democracy • Marginalised communities • Want to stop abuse of their community • Subject “experts” – Trump supporters, petrolheads, Corybnistas • Keen on discussing a topic they are evangelistic about • Journalists • Need better quality comments on their articles to generate new stories • Campaigners and existing networks • Motivated by a desire to build peace
  6. 6. W H I S P E R E R donor
  7. 7. W H I S P E R E R donor
  8. 8. W H I S P E R E R donor
  9. 9. W H I S P E R E R donor
  10. 10. W H I S P E R E R donor
  11. 11. W H I S P E R E R donor THEN PROBLEMS SURFACED IMMEDIATELY
  12. 12. Wrong message & voice Wrong imagery & brand Wrong tech Wrong audience… maybe?
  13. 13. 4841 visits to the website 273 sign-ups 20 sign-ups per day 5% conversion rate Way too slow!
  14. 14. W H I S P E R E R donor THE PIVOT A NEW APPROACH NEEDED
  15. 15. W H I S P E R E R donor TARGET AUDIENCES AND MOTIVATIONS • Students and researchers in e-democracy • Motivated by financial incentives, improving democracy • Marginalised communities • Want to stop abuse of their community • Subject “experts”; Trump supporters, petrolheads, Corbynistas • Keen on discussing a topic they are evangelistic about • Journalists • Need better quality comments on their articles to generate new stories • Campaigners and existing networks • Motivated by a desire to build peace
  16. 16. 50 sign ups a day 11% conversion rate Still not enough
  17. 17. 100 sign ups a day 16% - 41% conversion rate WOOT l
  18. 18. W H I S P E R E R donor WHAT I LEARNED • Don’tpanic.Trust the process. • You are probablywrong aboutat leastone thing. • If your techdoesn’tallowyou to split test,track and rework, bin it and start over. • Put on bodyarmour, read the comments,and addressthe beliefthat liesbehindthe insultsand trolling. • Facebookadvertisinginterfaceis horriblebut powerful;grit your teeth and keep going.
  19. 19. W H I S P E R E R donor WHAT I CONFIRMED: • Test audience,imagery, message and motivation as much as possible before you spend lots of time and money on building widgets. • Don’t use a carousel to give different messages to differentaudiences. • Or ever use a carousel. Just don’t.
  20. 20. W H I S P E R E R donor DO THIS FOR YOUR CAUSE… • ‘Find your next generation of super-activists’ program: we go through this method to discoverwhat messaging works for the audience you want to reach • 3 spots available in February – April 2020 • Come up and say hi if you are interested

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