eCampaigning on a

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Who am I?

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Who? Zoe Laycock

What? New Media Director

www.frontofmind.co.uk

Front of Mind

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Digital communications agency

Design Build Strategy

• Public sector• Commercial sector• Third sector

A bit about you

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

What do you do online?

• General surfing• News and current affairs• Shopping• eDemocracy/ eCampaigns• Entertainment (videos/ music/ tv)

What are people doing?

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

People in the UK are spending more and more time online…

UK internet access:

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

16.5m households online

56% broadband access

Shift in media consumption

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

More time spent online than watching TV

Europeans spend 14.3 hours online per week Forrester – 2007

35m access internet via PCs

7.3m access internet via mobile phonesbbc.co.uk 25.11.08

New new media?

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

“people are shifting their attention from conventional forms of new media, such as websites, to newer forms, such as YouTube video, photo blogs, podcasts and

social networks.”

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

What does this mean for eCampaigning?

In the past

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Getting the message out:

• Over-reliance on dreary direct mailouts

• Calls to journalists (trust relationship)

• Print-based campaigns

Traditional campaigns

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

• Volume fundraising

• Lasting awareness?• Mobilising direct action?

Digital opportunity

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Rich media and social media achieve:

• Engagement and interactivity• Two-way conversation• Presence in the places where people

are

So where are people?

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Social media space

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

More people using social media to have their say and for their voices to be heard.

Third Sector organisations must exploit these mediums to create powerful campaigns and more transparent consultations.

Engagement

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

• Ongoing awareness

• Building donor/ supporter relationships

• Motivate and stimulate action

• Engagement and participation

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

What’s out there?

Cool stuff…

Kroo Bay project

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Kroo Bay project

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

• Imaginative engagement project

• Microsite: Kroo Bay, Freetown, Sierra Leone

• Tells a story

• Local clinic (malaria, cholera, diphtheria and diarrhoea)

Kroo Bay website

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Donors can:

• Watch "webisodes”

• Read residents’ profiles

• Post messages for the residents on their profile pages

• Watch the clinic renovation progress as they donate money

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Not all interaction has to be rich media dependent.

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Blog JamiesBigVoice.com was set up (2005) - authored by an ex-homeless member of the public.

Blogging

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

JamiesBigVoice.com

Aim:• Stimulate public debate• Get attention of broadcasters/ journalists

The blog gained significant coverage in the mainstream media and succeeded in encouraging debate.

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

People use the internet to communicate more.

Communication & collaboration tools

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Closer relationships between:

• Supporters/donors and campaign groups• donors and beneficiaries

Resulting in:

• Two-way conversation• Involvement

Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

Flickr for good - www.flickr.com/good

About Faces of ONE

This group is dedicated to ONE.org, the campaign to make poverty history.

We encourage you to add a photograph of your own face to this cause.

We The Peoples Film Festival

We were commissioned to design and deliver the Festival website and supporting media.

www.wethepeoples.org.uk

Approach

• Creative design

• Accessible content

• SEO

• Existing media assets

• Distributable content

•A lot can be done for comparatively little

•Think strategically about how to best integrate online applications and use of online media into current campaign activities

Digital strategy

• New media is strengthening both charities & political campaigns

• Can’t simply bolt them on to existing working practices and expect to engage increasingly more media-savvy supporters

Integrated approach

• Reach and engage where people are

• Beyond websites

• Push-pull approach to information

• Channel mix – web, mobile, print

Thank you!zoe@frontofmind.co.uk

www.frontofmind.co.uk

eCampaigningon a

$hoe$tring

www.frontofmind.co.uk