Oxfam 'Change' training 2010 - E-campaigning presentation


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Presentation given at Oxfam GB's 'Change' in 2010. Change is a four-day programme of hands-on training and events run by Oxfam GB each year and attended by young activists aged between 18 and 25. In this presentation, I talked about how Oxfam use technology to further its campaign work, and how activists can use technology to up the impact of their campaigning too.

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  • Introduce yourself.
  • This is what we’re going to discuss: Set the scene a bit. Show why Oxfam thinks that e-campaigning is a big deal. How changes in technology are shaping how people interact – and what this means for campaigning. Then we’ll look at different tools, go through some case studies, and see how we can get the most out of them.
  • To set the scene, I want to get a sense of the size and the scale of usage of technology around the world. There numbers on screen correspond to statistics I’m about to read out. I want you to try and match them up. How many million active users are there on Facebook? - 500 million (Source: Wikipedia) How many million videos watched each day on YouTube ? – 2,000 million or 2 billion (Source: http://www.youtube.com/t/fact_sheet) How many billion pieces of content shared (links, news stories, blog posts, notes, photo albums) on Facebook each week ? 3.5 (Source: Facebook Factbook – visualisation produced for Facebook’s 6 th birthday) What percentage of people across Africa have access to a mobile phone? - 36% . Has risen dramatically from 1% in 1998. How many million new users join Twitter each month ? 6 million (Source: http://www.hubspot.com/blog/bid/5503/HubSpot-Releases-Third-State-of-the-Twittersphere-Report-SOTwitter)
  • The numbers on the previous slide are a big deal on their own. They show where people now get their information from – it’s no longer a case of a few, huge media agencies setting the news agenda. Information is instantly accessible and it is free. But in the last few years, the way in which people interact with information has changed. In the last few years or so, the way in which people interact with technology has changed. People are using the Web as a platform to have a voice. Social networks are forcing companies to listen (Greenpeace and Nestle as an example). Governments are attempting to become more transparent, even though this is arguably still tokenistic (Spending Review website by UK Govt). And, most importantly, people are using technology to connect and to work together – to change things for the better.
  • This in turn is shaping how Oxfam, and other NGOs, run their campaigns. Oxfam has a whole bunch of campaigns that we set up and we suggest ways in which they can be used. We provide e-actions on our website, we have online space that you can join. But our campaigns are stronger when we collaborate – when they are driven forward by the people who support them. As activists, you are in a position to be able take our campaigns and help shape them into something that can really kick some ass. And with the technology changing the way in which people communicate, this collaboration is becoming far easier.
  • 38 degrees is a people powered organisation standing up for fairness, rights, peace, the planet and democracy. They operate primarily online. One of the things they do is facilitate people contacting their elected representative by offering template e-actions. This MP, Dominic Raab, had been contacted by 38 degrees supporters in his constituency. He claimed he was being spammed, even though he was receiving an average of two emails per day for constituents.
  • Videos created by activists. These will be used in the next part of our campaign. Facebook groups created existing independently of the RHT campaign.
  • Now I’m going to talk through the technologies you can use to support your campaigning. But just before I start, I’d like to get a sense of who’s using what. A show of hands please – who’s on Facebook?... Twitter?... Who visits YouTube at least once a week?... Once a day?... Who’s ever made a video and uploaded it to YouTube?... Who has a smartphone (a phone with Internet connectivity and applications you can install)?
  • Baseline assessment: who’s used Facebook before? Who’s set up a group on Facebook before? I’m going to focus on Facebook first because to me it’s got huge potential for mobilising people. It’s massive in terms of the number of people, and there’s a massive range of functionality that easy to use.
  • In particular, I’m going to focus on using groups. Here’s one that’s about long term support for Bristol Oxfam. It’s for people to work together on organise campaigning events in the South West. Here they’re posting things on their wall and have a list of upcoming events.
  • OR for one-off actions around a single issue – like this one targeting Kingsnorth. This is more short terms issue – the previous example of Bristol Oxfam group might concentrate on coal campaigning for a bit, and so set up a group like this temporarily.
  • The previous example of thee Gaza group was done basically by following best practice, which is what we’ll go through now.
  • Reach out – BBC gaza example Grew to 20k in one week
  • The guidebook contained information on: ideas for what the events could be like; charging ticket money; how to send the money in; instructions on how to sign up on the website contacted people who had events experience contacted well connected 'popular' people continue the conversation outside of twitter
  • Brainstorm how you could use Twitter to support Monday’s campaign stunt (and what you plan will be used on the day).
  • Oxfam 'Change' training 2010 - E-campaigning presentation

    1. 1. Change 2010 E-campaigning: what it is and how to get the most out of it Richard Casson twitter.com/richardcasson rcasson@oxfam.org.uk
    2. 2. What we’re going to cover • E-campaigning: what it is • How e-campaigning is different • The e-activist’s toolkit • Best practices • Twitter exercise
    3. 3. 600 6 2,000 36 3.5 How many?…
    4. 4. Greater than the sum of its parts • Social media has enabled anyone to have a voice • Instantly speak to a global audience - YouTube has 2 billion videos views per day, Facebook has 500 million active users • Users have a different relationship with digital media – it’s easier to comment on a blog than a printed newspaper article • Campaigns driven more by activists, and less by Oxfam
    5. 5. Greater than the sum of its parts
    6. 6. vs. 38 Degrees Dominic Raab MP
    7. 7. Activist-led content from RHT
    8. 8. The e-activist’s toolkit
    9. 9. • Still the largest social network – 500 million active users • Range of functionality – groups, fan- pages, status updates, photos, videos, widgets… • Ease of use – you don’t have to know code • But there’s a lot of noise – sheep, poke, vampire requests (but maybe that’s what
    10. 10. Facebook case study: BBC and Gaza appeal In early 2009, fighting escalated between Palestinians in the Gaza Strip and Israel which went on for a number of weeks. After the violence died down, many civilians were in need of aid, and so the Disasters Emergency Committee launched an appeal to help (Oxfam is a member of the DEC). The BBC, and other news agencies refused to run the appeal on grounds of remaining impartial. A Facebook group was set up (not affiliated to the DEC or Oxfam) In one week the group grew to 18,000+ members, and helped contribute hundreds of complaints to the BBC. The group was self-organised – people set up discussion boards, posted to the wall, and contributed content. It grew by following the best practice guidelines on the previous slide.
    11. 11. Facebook groups: best practice • Group name and description – short and to the point: – Bad group name: “Charter 08 - of the people, by the people, and for the people” – Good group name: “Support the monks’ protest in Burma” • Remember to add a list of actions in group descriptions – sign a petition, come to a meeting on…, change your status, invite your friends to join, read related information
    12. 12. Facebook groups: best practice • Reach out to other related groups • Status changes – after taking a specific action, link back to the group: – “Richard Casson has joined the plot to stop airport expansion - www.facebook.com/group.php? gid=61431007040” • Regular messages to group members…
    13. 13. Facebook groups: best practice Messaging group members – Keep in regular contact - aim for at least one message every two-four weeks – Attention grabbing message subject, formatting to emphasize content – Principle can be translated to meeting reminders and other updates
    14. 14. • Users sent short updates – no more than 140 characters in length • Different demographic to Facebook – tend to be older and more politically active • You don’t have to be friends with someone to follow them – unlike on Facebook where you need their permission
    15. 15. Twitter case study: Twestival In late 2008, a small group of Twitter users decided to meet up in real life with the aim of organising a fundraising event. The first event they organised was such a success that they decided to repeat it in 2009 and 2010, only this time they took the idea global. • In three weeks, fundraising events were organised under the Twestival banner in 45 coutries. • In 2010, 15,000 people took part. • $450,000 raised through events and online donations (helping to fund the building of schools, training teachers, pay for education) • Run completely by volunteers • Connections made through Twitter • Completely decentralised - there were guidelines, but each event was shaped however the organisers wanted to make it
    16. 16. Twestival.fm Tracks donated by artists including Imogen Heap, Bloc Party, Mystery Jets and Ben Westbeech. All available to stream or download for free – with a simple request that listeners donate to help the cause. Twestival t-shirts Designed and sold by volunteers. All profit went to the cause.
    17. 17. Twitter: best practice • Keep your eye out for interesting trending topics • User http://search.twitter.com to find other users discussing topics that you’re interested in • If you see an interesting tweet, start following the user it’s from – make sure you send them an @message to say hi • Follow journalists, other activists… find your MP
    18. 18. Exercise! Brainstorm how you could use Twitter to support Monday’s campaign stunt (and what you plan will be used on the day). Think about: • One or two tweets to send before/ during/after the event • How to hook into existing chatter around the event • How else (other Twitter users) might be able to help you
    19. 19. One target per group: twitter.com/thegreenparty twitter.com/carolinelucas twitter.com/covgreenparty twitter.com/brumgreens twitter.com/medwaygreens If you’ve got a smartphone in your group, send your first tweet in the break. Suggestion: Hi @brumgreens. Wondering if u'll be at Party Conf on Mon? I'll be there with @OxfamMidlands, helping with event on #climate & @robinhood tax Keep an eye on @OxfamMidlands and @OxfamGB over the coming days.