Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Media

909 views

Published on

How to grow Australia's reconciliation movement through social media

Published in: Business, Technology
  • Thanks for sharing this Priscilla, I found it very useful :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Digital Media

  1. 1. Digital Media<br />An exploration of how to grow the peoples’ movement through social media<br /> NSW Reconciliation Council Annual Conference 2009<br />Presented by Priscilla Brice-Weller<br />National Campaigns Manager<br />ANTaR (Australians for Native Title and Reconciliation)<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7. clear purpose<br />understanding our target<br />willingness to experiment<br />using a variety of tools<br />assessment<br />
  8. 8. 1. clear purpose<br />become a trustworthy voice on Australian Indigenous issues<br />attract new people to the movement<br />inspire people to take action<br />
  9. 9. 2. understanding our target<br />we want to attract Gen-X and Gen-Y urban sympathisers<br />we need to encourage them to get involved<br />we cannot expect them to come to us<br />
  10. 10. How do we engage sympathisers online?<br />Simple actions:<br /><ul><li>befriending
  11. 11. subscribing
  12. 12. forwarding
  13. 13. learning
  14. 14. commenting</li></ul>Easy actions:<br /><ul><li>blogging
  15. 15. signing petitions
  16. 16. emailing pollies or companies
  17. 17. wearing badge/shirt
  18. 18. learning more</li></ul>Specific actions:<br /><ul><li>donating
  19. 19. volunteering
  20. 20. downloading and using online materials offline
  21. 21. creating and uploading multimedia
  22. 22. advertising events</li></li></ul><li>3. willingness to experiment<br /><ul><li>be strategic
  23. 23. balance time, budget, tech know-how</li></li></ul><li>
  24. 24. <ul><li>Facebook is the most used social media website in Australia
  25. 25. 7,176,640 Australians are on Facebook (around 40% of our online population)
  26. 26. In the UK: Facebook accounts for 1 in every 7 page views = more popular than Google, eBay, Gmail</li></li></ul><li>4. using a variety of tools<br />clear message<br />multiple mediums<br />different levels of info<br />tools for action<br />interesting<br />
  27. 27. 5. assessment<br />seek feedback<br />assess outcomes against our goals<br />rinse & repeat!<br />
  28. 28. Case study: Respect campaign<br />
  29. 29. Purpose & target<br /><ul><li>to encourage The Body Shop customers (female, 25-45 year-olds, lower middle class) to join the movement
  30. 30. to break down stereotypes
  31. 31. to promote positive images of Aboriginal people
  32. 32. to provide people with an easy way to get involved </li></li></ul><li>Understand: understanding builds trust and confidence<br />Acknowledge: acknowledge the traditional owners to bring about mutual respect<br />Be Supportive: support Aboriginal Australian businesses, campaigns<br />Speak Up: speak up against racism<br />
  33. 33.
  34. 34. Tools we used:<br /><ul><li> Poster
  35. 35. T-shirts
  36. 36. Sign-up pad
  37. 37. Sign-up form online
  38. 38. Launch to attract media
  39. 39. AvantCards
  40. 40. ANTaR website
  41. 41. 4-step email bulletin
  42. 42. Facebook (2,500 people)
  43. 43. Our partners
  44. 44. Our media contacts</li></li></ul><li>Assessment:<br /><ul><li>Poster – 1,500 across Aus
  45. 45. T-shirts – sold 200+
  46. 46. Sign-ups – 15,000
  47. 47. Launch to attract media
  48. 48. Page 5 in MX newspaper
  49. 49. Radio National
  50. 50. Living Black
  51. 51. AvantCard – 40,000 across Aus
  52. 52. ANTaR website – highest # of visitors ever
  53. 53. 4-part email bulletin – issue 4 had 15% open rate
  54. 54. Facebook – 2,500 people</li></li></ul><li>Will this theory work for nuanced topics?<br />Case study: A Better way<br />
  55. 55. Purpose & target<br /><ul><li>to educate young people (16-24 year-olds) about government policies in the NT
  56. 56. to build momentum for our lobbying activities on NTER in 2010
  57. 57. to focus on discrimination in the NT, particularly:
  58. 58. Housing and basic community service provision
  59. 59. Compulsory income management
  60. 60. Teaching English language in schools</li></li></ul><li>Video attracts new audience<br />
  61. 61. Tools we used:<br /><ul><li> Video ad
  62. 62. Radio ad
  63. 63. Poster
  64. 64. Online ad
  65. 65. ANTaR’s website
  66. 66. ANTaR’s email bulletin
  67. 67. Facebook
  68. 68. ActNow
  69. 69. Reconciliation networks
  70. 70. Our partners
  71. 71. Our media contacts</li></li></ul><li>“use what is dominant in a culture to change it quickly.”- Jenny holzer<br />
  72. 72. www.antar.org.au<br />www.facebook.com/betterway<br />www.facebook.com/Respect.Campaign<br />Priscilla Brice-Weller – priscilla@antar.org.au<br />

×