This handbook provides guidance for effective online campaigning in the digital age. It outlines 11 insights for campaign success, including breaking large goals into smaller "campaignable actions" that supporters can easily accomplish. Case studies highlight how organizations like ActionAid and Freecycle engaged supporters by giving them clear tasks to perform. The handbook emphasizes developing real relationships with devoted supporters and empowering them to help spread the campaign's message and bring in new people.
The document discusses modern media and marketing strategies. It touches on topics like social storytelling, mobile development, growth consulting, media exploration, valuing audiences, engaging audiences, observing engagement, dealing in data, targeting audiences, retargeting, and telling better stories in a fully mediated world. The document emphasizes the importance of reaching and resonating with connections through content in order to drive engagement and amplification.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Gravity Summit: How Social Media Will Transform The Fortune 500Gravity Summit
1) Social media is transforming how customers engage with companies as customers are changing faster than companies can adapt. Customers are more global, rely on sites like YouTube for information, and spend most of their time online socializing rather than shopping.
2) Conversation and influence have shifted online to social media platforms where people communicate in their own languages and at different times of the day. This represents a major change in how brands are discussed.
3) For companies to succeed, they must meet customers where they are already engaging rather than asking them to visit separate company sites. E-commerce is becoming e-community as customers spend 99% of their time online socializing rather than shopping.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
This document discusses strategies for a social movement campaign aimed at empowering people and establishing a symbolic society. It proposes engaging various target groups including schools, colleges, and professionals through activities, interactions, viral marketing techniques, co-creation, and collaboration with partner organizations. Key tactics include mystery stickers and radio shows to generate curiosity, outsourcing management and content planning to fans, using augmented reality posters and videos, sponsoring table coasters, and online forums for complaints and confessions to facilitate wide reach and engagement at every step of the campaign. The overall goal is to motivate people to identify and fight societal "villains" in their own lives through community service and rediscovering forgotten talents.
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
The Digital Marketer's Guide to Effective imageryFilipp Paster
This document provides 12 tips for using imagery more effectively in digital marketing. It discusses finding stories that provoke emotion and want to be shared, using meaningful images that connect with audiences' emotions, matching brand values in visual content, letting images "breathe" with white space, featuring real people with raw emotions, and using different social media like Instagram and Snapchat with custom visual content to differentiate a brand and reach various audience segments. The overall message is that imagery is key to great content and that understanding how visuals affect emotions can help create content audiences want to share.
This agency provides marketing and branding services including visual content creation across various platforms. They consult with clients to develop, write, design, shoot, and deliver visual materials to engage customers and maximize brands. The agency works directly with partners on each project to create a powerful synergy between the client's brand and the agency's creative insights. They have worked with a diverse range of industries and produced award-winning campaigns for clients such as Johnson & Johnson.
The document discusses modern media and marketing strategies. It touches on topics like social storytelling, mobile development, growth consulting, media exploration, valuing audiences, engaging audiences, observing engagement, dealing in data, targeting audiences, retargeting, and telling better stories in a fully mediated world. The document emphasizes the importance of reaching and resonating with connections through content in order to drive engagement and amplification.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Gravity Summit: How Social Media Will Transform The Fortune 500Gravity Summit
1) Social media is transforming how customers engage with companies as customers are changing faster than companies can adapt. Customers are more global, rely on sites like YouTube for information, and spend most of their time online socializing rather than shopping.
2) Conversation and influence have shifted online to social media platforms where people communicate in their own languages and at different times of the day. This represents a major change in how brands are discussed.
3) For companies to succeed, they must meet customers where they are already engaging rather than asking them to visit separate company sites. E-commerce is becoming e-community as customers spend 99% of their time online socializing rather than shopping.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
This document discusses strategies for a social movement campaign aimed at empowering people and establishing a symbolic society. It proposes engaging various target groups including schools, colleges, and professionals through activities, interactions, viral marketing techniques, co-creation, and collaboration with partner organizations. Key tactics include mystery stickers and radio shows to generate curiosity, outsourcing management and content planning to fans, using augmented reality posters and videos, sponsoring table coasters, and online forums for complaints and confessions to facilitate wide reach and engagement at every step of the campaign. The overall goal is to motivate people to identify and fight societal "villains" in their own lives through community service and rediscovering forgotten talents.
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
The Digital Marketer's Guide to Effective imageryFilipp Paster
This document provides 12 tips for using imagery more effectively in digital marketing. It discusses finding stories that provoke emotion and want to be shared, using meaningful images that connect with audiences' emotions, matching brand values in visual content, letting images "breathe" with white space, featuring real people with raw emotions, and using different social media like Instagram and Snapchat with custom visual content to differentiate a brand and reach various audience segments. The overall message is that imagery is key to great content and that understanding how visuals affect emotions can help create content audiences want to share.
This agency provides marketing and branding services including visual content creation across various platforms. They consult with clients to develop, write, design, shoot, and deliver visual materials to engage customers and maximize brands. The agency works directly with partners on each project to create a powerful synergy between the client's brand and the agency's creative insights. They have worked with a diverse range of industries and produced award-winning campaigns for clients such as Johnson & Johnson.
Empowering a Culture of Creativity - St Louis PresentationBig Spaceship
This document outlines how an agency empowers creativity in their organization. They do this by first defining their purpose and values. They develop a culture that rewards sharing and collaboration. They embrace frameworks over rigid processes and create an open and empowering work environment. They encourage exploration and discovery by allowing teams to tinker with new ideas. Their goal is to solve business problems from a digital perspective by connecting different experiences and viewpoints.
Users first: A presentation to IAB ireland dublin_oct_12Martin Bailie
The document discusses three main ideas:
1. Companies should focus on making users happy rather than just advertising to them. Successful brands solve users' problems in simple ways.
2. Most large organizations are not focused on users and lack a clear customer experience strategy, despite having unused user data. Digital native companies more easily simplify problems for users.
3. An action plan for companies includes getting out of the office, focusing on users, thinking less, getting lean, and loving testing to make users happy. If companies don't do this, others will.
The document discusses principles of propagation planning based on a presentation by Griffin Farley and Mike Monello. It summarizes four key points: 1) Rethink timing by targeting early adopters rather than the mass majority. 2) Rethink audience by targeting those with influence over the primary target. 3) Rethink the brief to focus on remarkable qualities, influencer groups, and fostering social experiences. 4) Propagation planning utilizes unique production, strong talent, engaging characters, demonstrating spread, personal touches, communal participation, live experiences, and real value to generate earned media through social spread.
This document provides guidance on digital fundraising strategies to persuade more people to donate online. It discusses tuning the donation journey to maximize social information and not treating all donors the same. It also addresses whether online giving lacks emotion, if fundraising should be everywhere, and whether donors are involved enough. The document advocates using reciprocity and appealing to all parts of the brain to boost online donations. It emphasizes the need to be ambitious with digital fundraising to help charities utilize its full potential.
This document provides guidance on successfully marketing green products and avoiding greenwashing. It discusses the principles of green marketing and making green products seem normal rather than focusing on making normal products seem green. It outlines the "seven sins of greenwashing" to avoid, such as suggestive pictures, hidden trade-offs, lack of proof for claims, vagueness, irrelevant claims, focusing on lesser impacts, and outright lying. The document emphasizes building a strong belief system for green products based on unique performance, sharability, connecting to social movements, clear eco-benefits, credible proof and intentions, and ease of use.
Digital planning basics involve recognizing that everything is now connected through digital platforms and experiences. This creates greater opportunities but also greater risks of disappointment. People now have their own voice and can start global campaigns more easily. Digital planning is a constant endeavor into new territories that requires understanding insights, inspiring ideas, and setting goals within the constantly evolving digital culture.
The document discusses the concept of "six degrees" as an alternative approach to marketing compared to traditional "360 degree" marketing. It argues that six degrees, which is based on the idea that everyone is connected through six or fewer relationships, can create viral marketing effects through compelling content that people want to share. It provides three case studies where campaigns leveraged this approach to create engagement and advocacy for brands in different categories. The key is to resolve a cultural tension, create shareable content, and make it innovative, entertaining and useful so people will spread the message organically.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
Why you shouldn't use social media for AGXPolle de Maagt
I try to change companies to be less about ads and more about acts. Through inspiration. Through strategy. Through coaching. And mainly blood, sweat and tears. Because in these times, brands aren't defined by what they say, but what they do. Not convinced? Let my acts speak for themselves.
This document discusses the practice of propagation planning. It begins with Griffin Farley's background and experience in connection planning. Propagation planning is presented as the next evolution in planning theories after account planning and connection planning. The core of propagation planning is planning for how a message will spread from person to person through word of mouth and social channels. The document provides several case studies and examples of successful propagation strategies. It outlines how a propagation planner's role involves activities like moderating online communities and measuring the spread of creative assets.
This document discusses strategies for promoting an upcoming coworking space called Axis Space located in Fort Lauderdale. It begins by defining coworking spaces and Axis Space. It then discusses the problem of lack of awareness of coworking and Axis Space. The goals are to drive people to the Axis Space website to learn more about the service and reach 25% occupancy within 1 month of opening. The strategy is to emphasize the novelty and value Axis Space will provide using simple, understandable language. Insights from research include targeting 25-34 year olds using social media, focusing on the benefits of working from home, and communicating values like community and workspace. The tactics proposed involve social media campaigns highlighting these values and credibility through success stories of other cowork
The noble art of building brands worth sharing for EURIBPolle de Maagt
The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there.
Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
Marketing's Perfect Storm: Critical Mass Presenation by Chris BernardChris Bernard
This is a presentation I gave last fall at a public event that Critical Mass held in Chicago. Like many of my other presentations you'll notice variations on a theme. In this particular case I talk about how social media and the Web in general is disruptive to existing advertising models.
Why social media is the next step in direct marketing. And why it isn’t. for ...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
The noble art of building brands worth sharing for Lessius Interactive Market...Polle de Maagt
Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
Here is the Central Michigan University Plans book for the 2009 NSAC. This is a winning campaign if it was supposed to be effective for the chosen target, not their parents.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
CharityComms Guide to Social Media for Charities: Part TwoCharityComms
This document provides guidance for charities on using social media for campaigns, fundraising, and lobbying. It discusses using social media to raise awareness of causes through creative campaigns that entertain and educate the public. Examples given include Greenpeace's campaign against deforestation in toy packaging and a charity allowing people to "adopt" words. The document also discusses how charities can use social media to lobby politicians and encourage supporters to demand policy changes through emailing representatives. Finally, it stresses the importance of making campaigns accessible to supporters at different levels of engagement through multiple entry points like petitions, social sharing, or more active involvement.
This document summarizes a meeting held on September 16, 2011 in Cambridge, MA to discuss moving beyond traditional cause marketing efforts. The meeting brought together leaders from various organizations to create a new framework for how different sectors can better engage the public to solve social issues. It was noted that while cause marketing raises money and awareness, it is not adequately addressing major challenges. The group discussed how to get people generating new ideas through innovative collaboration between different entities. Participants were asked to identify one thing organizations should stop doing and one thing they should focus on more to make progress.
Social marketing uses social causes to build trust in brands, but companies should not rely solely on social campaigns or go overboard. Idea Cellular effectively used social campaigns focusing on issues like education, language barriers, and the environment to increase its market share from 8% to 10% and subscriber base from 12.44 million to over 70 million while becoming the fifth largest mobile operator in India. However, social marketing is best used alongside traditional commercial campaigns to boost brand recall and trust rather than as a replacement for sales and business-focused messaging.
Empowering a Culture of Creativity - St Louis PresentationBig Spaceship
This document outlines how an agency empowers creativity in their organization. They do this by first defining their purpose and values. They develop a culture that rewards sharing and collaboration. They embrace frameworks over rigid processes and create an open and empowering work environment. They encourage exploration and discovery by allowing teams to tinker with new ideas. Their goal is to solve business problems from a digital perspective by connecting different experiences and viewpoints.
Users first: A presentation to IAB ireland dublin_oct_12Martin Bailie
The document discusses three main ideas:
1. Companies should focus on making users happy rather than just advertising to them. Successful brands solve users' problems in simple ways.
2. Most large organizations are not focused on users and lack a clear customer experience strategy, despite having unused user data. Digital native companies more easily simplify problems for users.
3. An action plan for companies includes getting out of the office, focusing on users, thinking less, getting lean, and loving testing to make users happy. If companies don't do this, others will.
The document discusses principles of propagation planning based on a presentation by Griffin Farley and Mike Monello. It summarizes four key points: 1) Rethink timing by targeting early adopters rather than the mass majority. 2) Rethink audience by targeting those with influence over the primary target. 3) Rethink the brief to focus on remarkable qualities, influencer groups, and fostering social experiences. 4) Propagation planning utilizes unique production, strong talent, engaging characters, demonstrating spread, personal touches, communal participation, live experiences, and real value to generate earned media through social spread.
This document provides guidance on digital fundraising strategies to persuade more people to donate online. It discusses tuning the donation journey to maximize social information and not treating all donors the same. It also addresses whether online giving lacks emotion, if fundraising should be everywhere, and whether donors are involved enough. The document advocates using reciprocity and appealing to all parts of the brain to boost online donations. It emphasizes the need to be ambitious with digital fundraising to help charities utilize its full potential.
This document provides guidance on successfully marketing green products and avoiding greenwashing. It discusses the principles of green marketing and making green products seem normal rather than focusing on making normal products seem green. It outlines the "seven sins of greenwashing" to avoid, such as suggestive pictures, hidden trade-offs, lack of proof for claims, vagueness, irrelevant claims, focusing on lesser impacts, and outright lying. The document emphasizes building a strong belief system for green products based on unique performance, sharability, connecting to social movements, clear eco-benefits, credible proof and intentions, and ease of use.
Digital planning basics involve recognizing that everything is now connected through digital platforms and experiences. This creates greater opportunities but also greater risks of disappointment. People now have their own voice and can start global campaigns more easily. Digital planning is a constant endeavor into new territories that requires understanding insights, inspiring ideas, and setting goals within the constantly evolving digital culture.
The document discusses the concept of "six degrees" as an alternative approach to marketing compared to traditional "360 degree" marketing. It argues that six degrees, which is based on the idea that everyone is connected through six or fewer relationships, can create viral marketing effects through compelling content that people want to share. It provides three case studies where campaigns leveraged this approach to create engagement and advocacy for brands in different categories. The key is to resolve a cultural tension, create shareable content, and make it innovative, entertaining and useful so people will spread the message organically.
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
Why you shouldn't use social media for AGXPolle de Maagt
I try to change companies to be less about ads and more about acts. Through inspiration. Through strategy. Through coaching. And mainly blood, sweat and tears. Because in these times, brands aren't defined by what they say, but what they do. Not convinced? Let my acts speak for themselves.
This document discusses the practice of propagation planning. It begins with Griffin Farley's background and experience in connection planning. Propagation planning is presented as the next evolution in planning theories after account planning and connection planning. The core of propagation planning is planning for how a message will spread from person to person through word of mouth and social channels. The document provides several case studies and examples of successful propagation strategies. It outlines how a propagation planner's role involves activities like moderating online communities and measuring the spread of creative assets.
This document discusses strategies for promoting an upcoming coworking space called Axis Space located in Fort Lauderdale. It begins by defining coworking spaces and Axis Space. It then discusses the problem of lack of awareness of coworking and Axis Space. The goals are to drive people to the Axis Space website to learn more about the service and reach 25% occupancy within 1 month of opening. The strategy is to emphasize the novelty and value Axis Space will provide using simple, understandable language. Insights from research include targeting 25-34 year olds using social media, focusing on the benefits of working from home, and communicating values like community and workspace. The tactics proposed involve social media campaigns highlighting these values and credibility through success stories of other cowork
The noble art of building brands worth sharing for EURIBPolle de Maagt
The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there.
Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
Marketing's Perfect Storm: Critical Mass Presenation by Chris BernardChris Bernard
This is a presentation I gave last fall at a public event that Critical Mass held in Chicago. Like many of my other presentations you'll notice variations on a theme. In this particular case I talk about how social media and the Web in general is disruptive to existing advertising models.
Why social media is the next step in direct marketing. And why it isn’t. for ...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
The noble art of building brands worth sharing for Lessius Interactive Market...Polle de Maagt
Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
Here is the Central Michigan University Plans book for the 2009 NSAC. This is a winning campaign if it was supposed to be effective for the chosen target, not their parents.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
CharityComms Guide to Social Media for Charities: Part TwoCharityComms
This document provides guidance for charities on using social media for campaigns, fundraising, and lobbying. It discusses using social media to raise awareness of causes through creative campaigns that entertain and educate the public. Examples given include Greenpeace's campaign against deforestation in toy packaging and a charity allowing people to "adopt" words. The document also discusses how charities can use social media to lobby politicians and encourage supporters to demand policy changes through emailing representatives. Finally, it stresses the importance of making campaigns accessible to supporters at different levels of engagement through multiple entry points like petitions, social sharing, or more active involvement.
This document summarizes a meeting held on September 16, 2011 in Cambridge, MA to discuss moving beyond traditional cause marketing efforts. The meeting brought together leaders from various organizations to create a new framework for how different sectors can better engage the public to solve social issues. It was noted that while cause marketing raises money and awareness, it is not adequately addressing major challenges. The group discussed how to get people generating new ideas through innovative collaboration between different entities. Participants were asked to identify one thing organizations should stop doing and one thing they should focus on more to make progress.
Social marketing uses social causes to build trust in brands, but companies should not rely solely on social campaigns or go overboard. Idea Cellular effectively used social campaigns focusing on issues like education, language barriers, and the environment to increase its market share from 8% to 10% and subscriber base from 12.44 million to over 70 million while becoming the fifth largest mobile operator in India. However, social marketing is best used alongside traditional commercial campaigns to boost brand recall and trust rather than as a replacement for sales and business-focused messaging.
This Cause Marketing presentation provides an overview, best examples and strategic recommendations.
It was written for Frontrunner's 'Cross Link' meetup in TriBeCa NYC.
Join CrossLink at www.meetup.com/crosslink
Find Frontrunner on Facebook!
There are 5 social media trends outlined in the document: 1) The shift from verbal to visual communication, 2) Increased popularity of customization and "me-commerce", 3) Marketing approaches that launch long-term projects instead of short-term campaigns, 4) More people becoming entrepreneurs by starting their own businesses, and 5) The increased importance of collecting and analyzing consumer data. The document discusses examples and implications of each trend for marketing portfolio companies.
NEUEvertising | THE ETHICAL, RESPONSIBLE AND SUSTAINABLE MARKETING REVOLUTIONNEUE
NEUE aporta Valor Social y Humano a las Marcas - p.e. NEUE Inditex, NEUE La Caixa, etc.
La NEUE Publicidad con Conciencia Social/Humana - Sus mensajes aportan SOLUCIONES para un Mundo Mejor > http://www.youtube.com/view_play_list?p=0E1B64C3C000DE9C
José María Martínez aka 'Mr XEM'
Creative for a Better World
Mobile: +34 686 98 06 83
Email: XEM.Creative@gmail.com
Skype: chemitamol
LinkedIn: http://www.linkedin.com/in/MrXEM
My eBook NEUE: https://play.google.com/store/books/details?id=z_xAU9uB23IC
The document discusses content marketing strategies and models. It outlines 7 layers of an effective content strategy model, including defining context and topics, creating short and shareable posts, using visual content like photos, thinking like a coach to engage audiences, and continuously evaluating performance. The key message is that great content is the only way for brands to stimulate minds, drive sales, and differentiate themselves in today's noisy media landscape.
This document provides guidance on developing an effective vision statement for a startup founder. It recommends a two-part approach: 1) Explaining why you are doing what you do in terms of making meaning and addressing an important problem. 2) Clearly describing your value proposition or core offering in a concise statement. The vision should provide both meaning and direction for the company. Examples of early visions from successful companies are discussed. Developing an inspiring yet focused vision is presented as an important task for founders to guide strategic decisions and long-term success.
This document discusses strategies for public relations to help brands emerge from the crowded communication landscape. It provides the following key points:
1. PR can develop brand conversations for free by engaging product users, potential buyers, complainers, brand evangelists, and employees.
2. PR has more credibility than advertising and can educate customers directly through developing key messages and engineering media content.
3. PR helps brands educate consumers about their products, defend against issues and competitor attacks, develop stakeholder loyalty, and build brand communities.
4. The document outlines various PR tools and infrastructure needed for effective brand communication, such as cyber PR, media management, and message management.
5. The new strategic communication model
Understanding the world of social mediaRichard Stacy
The document discusses the difference between traditional marketing focused on mass messaging versus social media which enables engagement with individuals. It argues that brands think social media is about maximizing reach and engagement, but consumers want brands that listen to them and answer their questions. True engagement comes from understanding audiences as individuals rather than mass messaging. The document provides examples and outlines what a social media strategy should look like focused on processes, specific objectives, and prioritizing people over platforms.
Community Conference 2011 - GOOD, Max Schorr Seismonaut
This document provides notes from the beginning of a community centered around socially conscious media. It discusses establishing meaning and purpose through fun and impact. The community aims to balance idealism and pragmatism by taking action that creates real world impact. The organization, GOOD, seeks to empower individuals and align business interests with societal benefit. It explores building community through local events and collaborative action both online and offline. The notes discuss designing a sustainable media organization and building an authentic community that is the brand.
Why Brands Matter for Nonprofits and What to Do About It. Building a strong brand to drive donations, volunteerism, and engagement. Presented at University of Chicago Social Enterprise Alliance Onboard Conference
This document discusses the marketing perspective of public relations and the partnership between PR and marketing. It emphasizes that PR should develop the core message based on a company's vision, mission, and values, and then both PR and marketing must work together to communicate that message through relevant channels. The document provides examples of how PR activities like public affairs, CSR, and crisis management can benefit from a marketing approach. It also highlights the successful crisis response by Johnson & Johnson to the Tylenol poisoning incident in 1982.
Voxpopuli provides cooperative communications services to help organizations engage in two-way conversations with their publics in a mutually beneficial way. They take a holistic view of communications, respecting the layered nature of human beings and communities. Their clients will be able to clearly communicate what matters to their audiences and receive valuable feedback to help their organizations grow.
Sparkler Strategy, brands in the digital ageSparkler
The digital age has changed how brands interact with consumers. Brands now have interactive relationships across many touchpoints rather than just controlling a one-way relationship. Most traditional ways of thinking about brands come from an era where brands had control, but today brands must run through all aspects of a business. Brands face challenges in managing relationships in today's digital world where culture values interaction over deference.
The document outlines 20 principles for leading change through social media by laying the groundwork for social success, knowing customers through social insights, connecting and sharing with colleagues through internal social networks, building deeper customer relationships, and listening and learning from public social networks. It provides an overview of each principle across 5 chapters and emphasizes empowering employees, customers, and communities through social engagement.
Similar to Online campaigning-handbook-public zone.pdf (20)
2. Contents Introduction
Campaignable actions page 4 The digital revolution continues apace. Mobile and web are changing so fast, the
implications for an organisation’s brand, product or campaign are not always
Deputise to the willing page 6
clear. Which social media should I use? Which conversations should I listen to?
Case study: Airplot! page 8 Should I create my own content or let others do the work for me? How can I
Cherish your database page 10 control my message?
Be nimble and reactive page 12 At Public Zone, we’re committed to helping our clients change the world for the
better, and we believe digital has an important role to play in this. Of course, we
Develop real relationships page 14
don’t have all the answers, but we are always searching for them on behalf of the
Case study: Colalife page 16 people we work for. That’s why we have written this booklet. We’ve based it on
Know your audience page 18 our own experiences and conversations with some expert campaigners. Inside
you will find 11 insights that we think can contribute to the success of an online
Make it easy page 20
campaign, and some examples that we have found really inspiring.
Reward people page 22
We hope you find them useful.
Case study: Atheist bus page 24
The Public Zone team
Link your name with an issue page 26
Keep track of what you’re doing page 28
Be ready for your close-up page 30
Thank You page 34
This handbook was written in 2009 and is the first in the series.
2 thisiszone.com/public-zone It was reprinted in 2012 using our new branding. 3
3. Campaignable AIM
actions
we want to end
knife crime
Case study
ActionAid GOAL
an amnesty on
Most campaigns start with an Faced with the world’s problems, we ActionAid’s aim is to eradicate all knives
ambitious goal: to end bullying, reform all have moments of thinking, “But child poverty worldwide
education, reduce CO2 emissions or what can I do about it?” Answer that – a big goal by anyone’s
change public opinion about the NHS. question for your potential supporters standards. ActionAid has
by giving them clear, appropriate tasks successfully broken down MILESTONE MILESTONE
But how to reach that goal isn’t
to carry out for you. Actions such as this goal into actions that
immediately obvious to the individuals 500,000 people 1,000 letters
passing your message on, embedding everyone can work towards. to wear amnesty
you are trying to mobilise. to every
a link or writing a letter make your Well known for championing t-shirts police station
So you need to break your strategy supporters feel useful and give them child sponsorship, the charity
into milestones – the ‘campaignable’, a personal, emotional connection with highlights this as one of the
smaller actions that supporters can your campaign. best ways to help, but also
features ‘top five actions to ACTION ACTION
help you achieve. These actions need
to be clear, motivating and relevant to do now’ and ‘priority projects’ please sell send a letter to
local groups or specific audiences. that appeal to a variety of five t-shirts your local
different audiences. ActionAid to people you police station
Your typical internet user won’t honour know
you with their attention for long, so makes it very clear how you
“No one backs something can help, what you have to
show people quickly how easy it is for
unachievable; people only do next and what you will
them to contribute.
want to join something they receive by supporting its work.
Multiple milestones and actions think will be successful.
will lend your campaign a sense of actionaid.org.uk
Breakdown the campaign
urgency; you can keep up momentum Tip
into steps, make it clear how
by stimulating your supporters,
reaching a milestone, congratulating
people can help by outlining Ask the people you’re trying
them and moving on to the next. realistic goals.” to influence if you have chosen
Cathy Mahoney, Comic Relief the right milestones
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4. Deputise to the
willing Case study
Freecycle
Treat your devoted supporters like the Treat these people like friends. Keep Freecycle is an environmental
VIPs that they are, as they’re the key to in touch regularly, be honest with campaign with an ambitious
unlocking a wider support base. them about how things are going, and goal: to build a worldwide
reward them (sometimes publicly) for gifting movement that
Many people are on a mission to build
their support. Encourage them as they reduces waste, saves
big support bases, focusing time and
create their own actions and bring precious resources and eases
energy on signing up members, then
people to the cause. Empower them to the burden on landfills. It
sending them blanket messages with
adopt the issue as their own and they encourages local activists
generic actions.
may start to discuss your issue publicly, to set up groups in their area,
But often a far more effective strategy talk to the media, and comment online. trusting them to work towards
is to target a smaller supporter base This is how your campaign will gather the organisation’s goals in
that you can cultivate – supporters strength and credibility – by nurturing a way that suits local needs
who will connect you to others, take those who already share your goals. and habits. At the last count
action and invent actions themselves there were 4,860 groups with
that appeal to their peers. 6,784,000 members.
These dedicated, informed individuals freecycle.org
are the foundation stones of your
campaign, so you need to work out
how to identify and attract this type of Tip
“Personal letters from just a
supporter. Make sure you understand handful of my constituents
what drives them to campaign for you
Empower your core base to
are far more valuable to me amplify your message through
and how you can reward them.
than hundreds of impersonal established networks, for
emails that all look the same.” example, horsesmouth.co.uk
Derek Wyatt, former MP or Facebook
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5. Airplot!
Case study
airplot.org.uk
Airplot! has all the hallmarks of a Airplot! appeals because it gives
fantastic grass-roots online campaign. individuals a way to make their
It’s clever – supporters are encouraged opinions felt, by coming together
to throw a spanner in the works by with other like-minded people. It
investing in a piece of land on the doesn’t hurt that the link between
planned new Heathrow runway site the campaign action and its goal is so
– and simple – web users can sign sparklingly clear. Buy land, save land.
up online and find all the information You get the idea in a couple
they need in one place. It looks like an of seconds.
inventive one-off, but in fact Airplot!
Greenpeace UK used the considerable
was set up by Greenpeace UK.
moral cachet of its brand to gain
This vast charity has stayed light on support for this radical intervention.
its feet and continued responding It reached out not just to die-hards
creatively and quickly to environmental but to newcomers, by designing its
threats. communications with different levels
of engagement in mind.
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6. Cherish your
database Case study
Christian Aid
In activism, your supporters are Your database is a powerful Christian Aid carried out a
everything. They give you legitimacy, campaigning tool, so you should treat health check on its database
spread your message, carry out actions it like one. Invest time and energy and unearthed a number of
and even fund your campaign. Yet making sure your data is accurate, issues. The first names of
so many organisations are rubbish at clean and duplicate-free. Work towards 100,000 people were missing,
keeping their database of supporters a point where you can segment your 30,000 contacts were
up to date. According to a recent data into audiences groups, regions or duplicated and only a quarter
Advocacy Online e-Campaigning level of engagement, to enable you to of contacts had the right
Review, half of organisations have send out targeted campaign messages. demographic data to make
databases with 40% of supporters targeted communications
Remember that the size of your
inactive, and only 9% have a strategy possible. Christian Aid found
database is not an indication of
for re-activating those who are a solution in a software
how successful you are; a good
dormant. Surely it is easier to get package that got rid of
campaign measures engagement,
back in touch with someone who has existing duplicates and
not membership.
already been part of your campaign stopped them re-occuring.
than find someone new who cares in It also recognised it would
the same way? have to manually check the
new data once a week.
christianaid.org.uk Tip
“CRM databases and captured If you need a CRM, try
data are not indicators of Salesforce (software for
success, they are an key customer relationship
ingredient to enable success.” management) – not-for-profits
Emma Harbour, Make Poverty History get up to 10 licences free
10 thisiszone.com/public-zone 11
7. Be nimble and
reactive Case study
MyBO
Paul Revere, the famous ‘midnight The cheap, easy, fast communication The 2008 Obama campaign
rider’ of the American Civil War, offered by the web is your friend. used text messages to update
reacted swiftly to an impending But sometimes the culture within an supporters with news minutes
British attack by riding from village organisation is not. Many organisations before it was announced
to village to rouse the countryside miss opportunities to react to events publicly. 2.9 million people
to arms. His is the story of a reactive or mobilise supporters because received the campaign’s text
campaigner, and if he’d been alive the culture and processes for message announcing Joe
today he could have left his horse in communicating are labour intensive, Biden as Barack’s running
the stable and spread his message risk averse and expensive. Helping mate. The campaign also
electronically to thousands of people colleagues see the value in being relied on email delivering
in a matter of seconds. transparent, reactive and less contrived news faster than the media
in their communication will reap could distribute it. ‘I have
Breaking news increasingly appears
benefits for your campaign. just finished my first debate
on sites like Twitter several minutes
with John McCain’, ‘I wasn’t
before conventional online news
planning on sending you
sources. There are more ways than ever
something tonight but if you
to get your message out there quickly
saw what I saw’, and even
and responsively, yet organisations
‘John McCain just accepted
still spend days preparing direct mail
“Your phone is with you all the Republican nomination.’
and fancy HTML emails. Meanwhile, Tip
plain text emails, SMS and social media the time. You’re texting with my.barackobama.com
updates can be prepared in a matter your girlfriend. You’re texting Keen on Twitter, but your
of minutes, for little or no cost. with your friends. Now you’re colleagues are unsure?
texting with Barack.” Prepare dummy examples of
Scott Goldstein, how your organisation could
Obama’s Director of Mobile respond to events
12 thisiszone.com/public-zone 13
8. Develop real
relationships
Case study
Action for
Children
There’s no great mystery to building a Unfortunately we’re only one-tenth of Action for Children
relationship with people online – treat the way to our target and we need personalises its regular
them exactly the same way as you your help to reach it. Could you please emails to subscribers, not
would offline. If you’re responsive and email five friends and ask them to just addressing subscribers
friendly with your supporters, their initial sign it too?”) by name, but (importantly)
passive interest can be converted into targeting content to the
Over time, you can add more involved
106cm
real, valuable engagement. audience and specific actions
actions, asking them to encourage
that are likely to appeal
The simplest (and often overlooked) others to join in, share content or hold
to individuals, based on
way to start a relationship is to say thank an event. Your supporters are your
what it knows about them.
50cm
you when someone completes an action closest allies – treat them like that,
Even the title of the email
for you, such as registering support for and they’ll reward you.
is personalised. This has
your cause. You can personalise this
resulted in a greater level of
thank you with an action that relates
“We used so much social engagement, generated more
to information they provide at sign
donations and reduced the
up, such as a postcode or their area of media during the presidential
unsubscribe rate.
interest (“We have a ‘Support Fairtrade’ campaign, but the initial
group in Chelmsford – why not sign up relationship that allowed it to actionforchildren.org.uk
to their Facebook group?”) Tip
work was email, it was the text-
Relationships flounder without regular heavy, narrative-based emails Make sure you follow up within
communication. It is vitally important to that kept people engaged. a month of first hearing from
send a follow-up email after the initial Our mantra has been, invest a new supporter – according
contact with a new supporter. This in your relationships online to an Advocacy Online
email should report back honestly on
via email.” e-campaigning review, only
the first action you sent them. (“Thanks
again for signing our online petition. Thomas Gensemer, Blue State Digital 31% of organisations do
14 thisiszone.com/public-zone 15
9. Colalife
Case study
colalife.org
Ever travelled down a dusty, pot-holed The idea became a campaign, ColaLife,
road in the middle of nowhere, arrived but Simon made hardly any progress
in a remote village, and recovered from for 20 years. Finally, in 2008, he had
your journey with a bottle of Coke? another go, this time using the power
Ever wondered: hang on a minute, of the internet. He talked about the
how did this fizzy drink get here? idea on his blog, set up a Facebook
group, and let his first few supporters
Us neither, but that’s because we
take the idea to friends, family and
don’t have Simon Berry’s brilliant
the media.
mind. He was working on a British Aid
programme in 1988 when he came up The campaign grew wings and led
with a simple idea. Why not use to radio appearances, a dedicated
Coca-Cola’s highly effective network website and, eventually, talks with
to distribute not just soft drinks but Coca-Cola.
also medicines? One compartment in
every 10 crates could become the ‘life
saving’ compartment, full of things
like rehydration salts.
16 thisiszone.com/public-zone 17
10. Know your
audience Case study
Global Cool
We’re all different in how much we know Plan how you are going to move people Global Cool has been very
and care about an issue. Be realistic from along the journey from not caring to successful in making an
the outset about where each supporter passionate support, and from ignorance environmental campaign
is in terms of their level of commitment to deep understanding. Analyse cool. Targeting the ‘festival’
and understanding – this will help you the actions of individuals and the generation, it has driven its
tailor your messages. information they give you to understand campaign entirely through
where they are on the journey. youth celebrity endorsements
Some people may only have a passing
What content and actions can you tailor attracting thousands of
interest in your cause, but will be
for each stage of their journey? supporters and fans. The
open to explanations about why it’s
campaign has a personality
important. Some will feel passionate,
that feels very familiar to its
but need your help to understand the
audience; actions include
wider context of the issue. Others will
‘Eco geek to eco chic’, ‘Do it
already care deeply and know a lot, but
in public’ and ‘Get Swishing’,
may need persuading that your specific
which could be headlines in
campaign is a good solution.
Heat or Glamour magazines.
“Knowing your audience and
where you can be effective globalcool.org
is key. When people ask why
thesite.org is not on the front
page of the Times, I ask why
Tip
we would want to be – what’s
the point? Our audience is Not everyone shares your
young people.” deep knowledge of the issue –
Fiona Dawe OBE avoid jargon, or explain it
18 thisiszone.com/public-zone 19
11. ABC
Make it easy
Case study
Fix My Street
The easier you make it for someone
to do something, the more likely they
are to do it. Technology is very good
at making things easier – through
People do not switch between media
easily, so if you want people to do
something online, communicate the
call to action via the web. It’s easy
Fix My Street, run by
mySociety allows people to
report local problems such as
fly tipping, graffiti or broken
123
Kiva you can lend money to a for them to respond, because they’re street lighting by asking for
stationery retailer in Mexico, through already there. a brief description, entering
My Barack Obama you can find local a postcode, pinpointing the
Give people the warm glow of having
volunteers and through Amnesty exact location on a map
been able to help without going too
you can send emails to human rights and uploading any useful
much out of their way, and they
abusers. Effective campaigns make photos. Once a problem is
will have a positive memory of it next
actions simple. reported, mySociety contacts
time you ask them to do something.
the relevant council and
People are pressed for time and Remember, this is a relationship you
campaigns on behalf of its
the internet is a constant source of are building through good experiences.
followers to get it fixed. On
distraction. So enable supporters to
average, it receives 800 –
understand and act fast.
900 reports per week and
If you want people to write to their last month managed to fix
MP, give them a letter template, advice 985 of them.
on what to say and a searchable MP
fixmystreet.com
database. Better still, ask them to
send a personalised email from your
Tip
website, so they don’t have to bother
with printing it out and posting
Clarity is key – make forms as
it themselves.
short as possible and give
easy-to-follow instructions
20 thisiszone.com/public-zone 21
12. Reward people
Case study
SuperBadger
People like their support to be Rewarding is often related to sharing. Tearfund has developed
recognised. They want to be reassured Help your supporters let others a Facebook application
that their help makes a difference. know about their involvement in that incentivises people to
your campaign, whether that’s by spread the message about
There are simple things you can do to
putting a link on Facebook or adding global poverty and ‘badger’
keep things ticking over, like thanking
your campaign slogan to their email key decision makers. Called
your supporters and updating them on
signature. Your supporters enjoy being SuperBadger, it enables you
your progress. But there are countless
able to associate themselves with a to send pre-written emails
other ways to reward supporters. Live8
good cause. Meanwhile, the campaign direct from your Facebook
handed out tickets to a big concert;
gains by the boost in web traffic and profile. The more people
350.org put activists’ photos on the
the potential for new recruits. you ‘badger’, the more ‘sett’
web, and Wikipedia has built a hugely
points you gain, increasing
successful movement by allowing
your rank and moving you
the best contributors to become
closer to Super Badger status.
community leaders.
Reward doesn’t have to be
complicated or expensive. London’s “Recognition and the
2012 bid campaign provided instant opportunity to be listened to
gratification by flashing the names of is one of the best incentives
those that supported the bid across you can offer your supporters;
the homepage of the website. It was it’s a common misconception Tip
simple, effective and contributed to the
that incentives have to
campaign’s huge success – more than
cost money” Thank supporters publicly
two million people signed up.
Daniel Ritterband, on Twitter and Facebook,
Greater London Authority as well as your website
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13. Atheist Bus
Case study
atheistbus.org.uk
The Atheist Bus Campaign began as Atheists, grateful for the opportunity
a joke, or at least a tongue-in-cheek to publicly defend their beliefs, gave
moment. Comedy writer Ariane the campaign so much momentum
Sherine, a regular Guardian blogger, that it dramatically exceeded its
wrote an article about Christian ad original target of £5,500 and ended
campaigns that promised hellfire and up raising £150,000. The extra money
eternal damnation for non-believers. funded bus campaigns across the
She imagined a series of counter-ads, UK, adverts on the London
reassuring atheists that everything Underground and two animated
was OK. screens in central London.
Her army of regular readers picked it
up and ran with it. Political blogger
Jon Worth loved the idea so much that
he set up a pledgebank page asking
people to support the campaign by
donating £5 towards the cost of an
advert on a bus. 877 people signed
up, word spread and within days The
British Humanist Association (BHA)
offered support, and celebrity atheist
Richard Dawkins publicly endorsed
the campaign. The BHA set up a Just
Giving page for donations, and the
money kept rolling in.
photo: British Humanist Association
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14. Link your name
with an issue Case study
NSPCC
Child abuse? NSPCC. Animal cruelty? If you invest in search engine The NSPCC is a great example
PETA. Human rights abuse? Amnesty. optimisation, creating good content of smart thinking around
The most famous and successful and distributing it around the web search engine optimisation –
campaigning organisations have made to other sites, you can make it easier google ‘child cruelty’ and it
their name synonymous with a specific for people to find you online and comes top.
issue. They might do all sorts of other increase the conversion rate of offline
Child cruelty
things, but they encourage the public to online supporters.
Google Child cruelty Search
to have a clear, definite idea of what
Linking your name to a particular Stop child abuse - support the children’s charity - the NSPCC
they’re about. Support the NSPCC children’s charity and help wipe out child abuse. FULL
issue might involve focusing on one STOP. Thousands of people are helping us to end child abuse and cruelty to
Get people thinking about you idea at the expense of others, but www.nspcc.org.uk
Catalogue of cruelty | Society | Society Guardian
alongside your key issue and you’ll it’s worth it for the increase in public Her mother, Maria Brown, was jailed for 18 months for child cruelty. The girl’s
social worker, Norma McDevitt, visited the family 27 times in the 10 weeks ...
find that it’s your press officer who support it brings. www.guardian.co.uk/.../jan/.../childrensservices.childprotection
journalists call when there’s a big BBC NEWS | UK | England | London | ‘Witch’ child cruelty trio guilty
3 Jun 2005 ... Three people are found guilty of cruelty charges for ill-treating
news story in your area of interest. a girl they believed was using witchcraft...
Better still, you’ll start to attract people “Obama and McCain made news.bbc.co.uk/2/hi/uk_news/england/.../4607435.stm
‘Jekyll and Hyde’ father jailed for child cruelty » Communities ...
through search engines – they might good use of search... yet none 1 Dec 2009 ... A “Jekyll and Hyde” father who was found guilty of a string of
not be able to remember your name of the three major UK political
from a fleeting glimpse at an ad, but parties appear to have a paid
they remember what your campaign
or SEO search strategy. Type
is about.
‘credit crunch’ or ‘knife crime’
Tip
You may also get the attention of into a search engine in the
people who don’t even know you UK and the first page listings Put yourself in your audience’s
exist – people who care about an issue
are dominated by media” shoes – what would you type
and are searching for a campaign that
focuses on it. Noelle McElhatton, Marketing Direct into Google if you were them?
26 thisiszone.com/public-zone 27
15. Keep track of what
you’re doing
Case study
Share your
knowledge
Effective monitoring and evaluation can Social media means that you can now In the last few years, several
make the difference between an average track, in real time, exactly who is saying independent organisations 15%
and an amazing campaign. Monitor and what about your campaign online. Use and networks have emerged
evaluate as you go along and you’ll keep this to understand what your audiences that encourage the sharing
finding new opportunities to optimise are interested in and allow these insights of campaigning case studies,
your campaigning. to influence your communications. evaluation statistics and
Scanning blogs, message boards and benchmarking reports. 5%
The trick is to design your evaluation
before you start, paying close attention
social networking sites (daily during Fairsay and Engaging 2%
peaks in your campaigning activity) Networks are leading the way.
to how you are going to collect data. Too
takes time, so factor it in when you By supporting networks such
often, charities leave evaluation to the
are planning. as the e-campaigning forum,
end, only to discover they can only form
they are ensuring charities March April May
a patchy picture of their campaign due Monitoring and evaluation means
can share knowledge from
to an absence of data. planning your milestones from the
which others can learn.
beginning, continually tracking your
Ask your contacts at other organisations
impact, analysing information and fairsay.com
if you can see their campaign data and
feeding it back in to your campaign. engagingnetworks.net
learn from their experiences. Everyone
The web is an amazing source of insight
in the not-for-profit (indeed, any) sector
– use it to your advantage.
can benefit from learning from each
other’s successes and mistakes.
Tip
Share your campaign
evaluation data – you’ll
reap rewards in return
28 thisiszone.com/public-zone 29
16. Be ready for
your close-up Case study
#welovethenhs
Building a movement on the web If you build your campaign on Comedy writer Graham
can be unpredictable – a news story committed local supporters, Linehan was angered by
might break, a video might strike communicating with them regularly US right-wing attacks on
a chord, a celebrity might publicly and allowing them to build their own the NHS. But instead of just
declare their support… If this happens, networks, you can react when the complaining about it to his
your traffic levels might suddenly go chance comes. Following the guidance friends, or working it into
through the roof, and all eyes will be in this handbook doesn’t guarantee a comedy routine, he took
on your campaign. This is your fleeting that your magical moment will come his anger to Twitter. His
opportunity to capitalise on the along when you want it to, but it does tweets about his experiences
attention. mean that you’ll be prepared for it. of the health service,
tagged ‘we love the NHS’,
It sounds like a miraculous moment.
snowballed into a full-blown
But many organisations let
Twitter phenomenon, with
opportunities like this pass them by,
thousands of messages
and those who use them to create an
zinging back and forth.
explosion of support don’t do it by
Linehan’s campaign gave
accident. Behind them lie campaigners
voice to tens of thousands
who are set up to be quick and
of people who wanted to
reactive, exploiting opportunities as
express their support for
soon as they appear.
“Timing is everything. Some the NHS, but didn’t know
of our clients punch far above how. The enthusiastic public
their weight by exploiting response, facilitated by
Twitter, turned the campaign
opportunities presented by
into a phenomenon both
the news cycle.” online and off.
Jonathan Simmons, Public Zone
good.ly/tckhu
30 thisiszone.com/public-zone 31
18. Thank You
Public Zone would like to thank the
many people who contributed their
time and campaigning wisdom to
this report, including Emma Harbour,
Daniel Ritterband, Derek Wyatt,
Fraser Hardie, Cathy Mahoney, Nicola
Cadbury, Fiona Dawe OBE, Dave
Russell and Sue Fidler. With special
thanks to our very own campaigning
expert, Joanna Shaw.
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