Post on 21-Nov-2014
description
Digital campaigning
Digital campaigning
(exactly the same as regular campaigning, but with more Internet)
The Internet
1bn Facebook users
The Internet
1bn Facebook users50m+ Twitter users
The Internet
1bn Facebook users50m+ Twitter users
2bn+ Google searches daily
The Internet
1bn Facebook users50m+ Twitter users
2bn+ Google searches daily35hrs of video uploaded to YouTube each minute
The Internet
1bn Facebook users50m+ Twitter users
2bn+ Google searches daily35hrs of video uploaded to YouTube each minuteOnly 40% of the world has access to the Internet
The Internet“The Internet is not a big truck. It’s a series of tubes.” - US Senator Ted Stevens, 2006
The Internet
What is digital campaigning?
What is digital campaigning?
IT department
What is digital campaigning?
IT department
What is digital campaigning?
Campaigns
What is digital campaigning?
Campaigns
+
New (digital) tools
Choosing message by your audience
Likes personal connectionPrefers physical materialWill not rally in the streetsEmotional trigger pointsLots of spare time
Likes personal connectionPrefers physical materialWill not rally in the streetsEmotional trigger pointsLots of spare time
Very little expendable incomeCan be enacted to rallyCares emotionally about issuePersonal responsibility
Likes personal connectionPrefers physical materialWill not rally in the streetsEmotional trigger pointsLots of spare time
Very little expendable incomeCan be enacted to rallyCares emotionally about issuePersonal responsibility
Lot of moneyHuge influence on othersNo spare time
Likes personal connectionPrefers physical materialWill not rally in the streetsEmotional trigger pointsLots of spare time
Very little expendable incomeCan be enacted to rallyCares emotionally about issuePersonal responsibility
Lot of moneyHuge influence on othersNo spare time
Emotional trigger pointsNot a lot of spare timePersonal responsibility
Likes imagesPrefers social connectionsLikes to archive everything
Likes imagesPrefers social connectionsLikes to archive everything
Prefers short messagesLikes to link conversationsCan connect to othersPrefers mobile-basedWill forget very quickly
Likes imagesPrefers social connectionsLikes to archive everything
Prefers short messagesLikes to link conversationsCan connect to othersPrefers mobile-basedWill forget very quickly
Likes pretty images
Likes imagesPrefers social connectionsLikes to archive everything
Prefers short messagesLikes to link conversationsCan connect to othersPrefers mobile-basedWill forget very quickly
Likes pretty images
Prefers short visualsLikes to connect to others
Likes imagesPrefers social connectionsLikes to archive everything
Prefers short messagesLikes to link conversationsCan connect to othersPrefers mobile-basedWill forget very quickly
Likes pretty images
Prefers short visualsLikes to connect to others
Likes to archivePrefers to connect to others
You as the online communicator
You as the online communicator
Personal
You as the online communicator
Personal Corporate
You as the online communicator
Personal Corporate
Ambassador
You as the online communicator
Personal Corporate
Ambassador
140 character limit
140 character limitOne to many communication
140 character limitOne to many communication
‘Microblogging’ platform
140 character limitOne to many communication
‘Microblogging’ platformMoving towards mostly mobile-based
140 character limitOne to many communication
‘Microblogging’ platformMoving towards mostly mobile-based
140 character limitOne to many communication
‘Microblogging’ platformMoving towards mostly mobile-based
Ways to use Twitter
- Be part of the conversation- Keep it short
- Give credit, retweet, share- Be time-smart
- Be an ambassador for the brand/campaign- Use offline to support online and vice versa
1 billion users
1 billion users81% of users are outside the US
1 billion users81% of users are outside the US
585 million daily users
1 billion users81% of users are outside the US
585 million daily users$1 billion in profit for 2011
1 billion users81% of users are outside the US
585 million daily users$1 billion in profit for 2011
Top Facebook users: Brazil, India, Indonesia, Mexico
Ways to use Facebook
- Use visuals- Provide ‘shareable’ content
- Target specific people
Other social networks
LinkedInMySpace
DeviantArtLiveJournalFoursquare
BeboOrkutNing
PinterestInstagram
Google PlusFlickr
Yahoo!Plus many many more – choose based on your audience/aim
Some digital campaign examples
http://www.trialbytimeline.org.nz/
A digital campaigns strategy
A digital campaigns strategy
Online campaigning is rarely stand-aloneIt is a component within a wider campaign.
Who are the audience?
Who are the audience?
Who are you talking to?
What services and/or tools do they use?
How do they like to be contacted?
When do they like to be contacted?
What are all the assumptions, knowledge and understandings you have of them?
Identify your aim
Identify your aim
Identify your aim of your overall campaign.
How does digital campaigning fit into this? Does it at all?
What components of the campaign can/should be run in digital forms?
What are the achievable digital ‘wins’ that can be identified?
What are the linkages to offline/other work?
Pick your tools
Pick your tools
Which of the digital tools at your disposal are most relevant?
How should you employ them? When should you employ them?
Do you have the necessary skills to use these tools?
Are you spreading yourself too thin by trying to use too many at once?
Plan your time
Plan your time
What is the timeframe you are working on?
Is this timeframe relevant to a digital audience?
Do you have the time to commit to this?
Can you schedule and/or share the workload?
Be realistic about the amount of time you have.
Implementation
Implementation
How are you going to roll out your communications?
How are you going to sustain this work?
What resources or support do you need to make this happen?
Who is going to make it happen?
Evaluation
Evaluation
What does success look like?
How will you measure that success?
What can be learned from the campaign?
How will you integrate those learnings into future work?
Example: Redbubble GROW design competition
800,000 members70,000 Facebook12,000 Twitter
Graphic designers, illustrators, sketchers, photographersGlobal audience
Users manage their own page, and sell products on an individual basis.Can submit work to competitions, groups, collectives.
WHAT DID IT ACHIEVE?
- Reached new audience of 800,000- Received 177 designs
- Redbubble donated $1000 to Oxfam (buffaloes, water, ducks, chickens)
• Engaged a section of the population previously unaware of the GROW campaign• Utilised specific design skills that were not available to us• Promoted the brand, name and aim of the campaign• Formed partnership with Redbubble• Empowered people to take part in the workings of the campaign• Provided Oxfam with a new design for GROW