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Reaching the other side - Rachel Collinson

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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.

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.

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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

Editor's Notes

  • Scholio is an online experiment to test whether different designs of commenting system have an effect on the quality of online comments
  • Scholio is an online experiment to test whether different designs of commenting system have an effect on the quality of online comments
  • Initial interviews confirmed assumptions.
  • Firstly, a delay.
  • People are concerned we are trying to shut down freedom of speech
    People think we are a scam
    Some audiences are too nervous to sign up, due to mentions in the ethics blurb about psychological harm or having to participate in group chats with strangers
    People can’t glean enough information about the study from the website in order to take part because they don’t know what’s involved.
  • Image of tired fighter taking break in ring with trainer Time out: we needed to pause, analyse and regroup
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