Online engagement


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A top-level analysis of how not-for-profit organisations can determine which Web 2.0 tools to use for maximum engagement online. This will also cover whether the amount of effort an organisation puts into these tools will achieve the required effect.

Published in: Economy & Finance, Technology

Online engagement

  1. 1. Online engagement Priscilla Brice-Weller April 2007
  2. 2. Online campaigning: Blog:
  3. 3. 1 1
  4. 5. public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”
  5. 6. <ul><li>Web 2.0 : user-generated </li></ul><ul><ul><li>Digg : vote for top stories </li></ul></ul><ul><ul><li>Blogs & YouTube : community journalism and commenting </li></ul></ul><ul><ul><li>Flickr : everyone’s a photographer </li></ul></ul><ul><ul><li>MySpace : everyone’s your friend </li></ul></ul><ul><ul><li>Twitter : your thoughts for the world to see </li></ul></ul><ul><ul><li>Facebook : tell everyone who your business contacts are </li></ul></ul><ul><ul><li>etc, etc, etc … </li></ul></ul>
  6. 7. Too much Web 2.0? ( )
  7. 8. At what stage will people be engaged by the use of these Web 2.0 tools? sympathisers activists Simple actions: Web 2.0 engagement (previous chart) Professional activists Active members: attending meetings, becoming passionate Sympathisers will start using Web 2.0 tools to engage with your cause early on, and continue using them through to the activist stage. Easy actions: writing blog posts about issues, emailing a politician Advocates: engaging other people Specific, tangible actions: donating, volunteering, downloading and using online materials offline
  8. 10. <ul><li>each tool requires significant resources </li></ul><ul><li>not-for-profit orgs need: </li></ul><ul><li>to be strategic about which tools they use </li></ul><ul><li>a range of tools that, collectively, helps them reach the target audience </li></ul><ul><li>to question for each tool “does effort = effect?” </li></ul>
  9. 12. <ul><li>Good example – MySpace </li></ul><ul><li>Join (RED) : </li></ul><ul><li>Connect to a new community </li></ul><ul><li>Tell “friends” your latest news </li></ul><ul><li>Ask people to take action, donate, volunteer </li></ul><ul><li>Use the blog </li></ul>
  10. 13. The first 5,000 friends took 5 months and 25 days to achieve. The second 5,000 friends only took 2 months and 5 days. After about three months, we have about 200 friends. MySpace friends
  11. 14. MySpace age demographic Source: % of audience Age 11.0% 55 + 40.6% 35-54 16.7% 25-34 18.1% 18-24 11.9% 12-17 Total audience, August 2006
  12. 15. Good example – demographic website
  13. 16. Good example – Corporate site <ul><li>Movember : </li></ul><ul><li>Target audience </li></ul><ul><li>Professional site = credibility </li></ul><ul><li>Up-to-date </li></ul><ul><li>Fun stuff: templates for posters, tshirts, stencils, stickers, removable tattoos </li></ul><ul><li>Keep backups! </li></ul>
  14. 18. <ul><li>Good example – blogs (+ Technorati): </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  15. 19. Good examples: email newsletters Subscribe to other organisations’ newsletters to see how they do it <ul><li>WWF Futuremakers </li></ul><ul><li>Oxfam Great Britain’s “Generation Why” </li></ul><ul><li>Amnesty & Greenpeace’s campaign newsletters </li></ul><ul><li>See Campaign Monitor for good corporate examples </li></ul><ul><li>Keep branding consistent </li></ul><ul><li>Keep database up-to-date </li></ul><ul><li>Keep content to-the-point </li></ul>
  16. 20. Two good examples: maps
  17. 21. Two good examples: maps
  18. 22. Good example: bespoke <ul><li>Sea of Hands: </li></ul><ul><li>Personalise </li></ul><ul><li>Community </li></ul><ul><li>Take action </li></ul><ul><li>Funding + expertise </li></ul>Also see:,,,,
  19. 23. <ul><li>consistent branding and message </li></ul>
  20. 24. The future?