Online engagement
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Transcript of Online engagement
Online engagement
Priscilla Brice-WellerApril 2007
Online campaigning: antar.org.au
Blog: solidariti.com
1 1
public
diariesphoto albums
correspondencecalendars
address books
private
online offline“Web 2.0”
Web 2.0 : user-generated– Digg : vote for top stories– Blogs & YouTube : community journalism and
commenting– Flickr : everyone’s a photographer– MySpace : everyone’s your friend– Twitter : your thoughts for the world to see– Facebook : tell everyone who your business
contacts are
etc, etc, etc …
Too much Web 2.0?(www.go2web20.net)
At what stage will people be engaged by the use of these Web 2.0 tools?
sympathisers activists
Simple actions:Web 2.0 engagement (previous chart)
Professional
activists
Activemembers: attending meetings, becoming passionate
Sympathisers will start using Web 2.0 tools to engage with yourcause early on, and continue using them through to the activist stage.
Easy actions:writing blogposts about issues, emailing a politician
Advocates: engaging other people
Specific, tangible actions: donating,volunteering, downloading and using online materials offline
each tool requires significant resources
not-for-profit orgs need:• to be strategic about which tools they use• a range of tools that, collectively, helps them
reach the target audience• to question for each tool “does effort = effect?”
Good example – MySpace Join (RED): myspace.com/joinred• Connect to a new community• Tell “friends” your latest news • Ask people to take action, donate, volunteer• Use the blog
myspace.com/nonprofitorganizations:
The first 5,000 friends took 5 months and 25 days to achieve. The second 5,000 friends only took 2 months and 5 days.
myspace.com/ant4r:
After about three months, we have about 200 friends.
MySpace friends
MySpace age demographic
Total audience, August 2006
Age % of audience
12-17 11.9%
18-24 18.1%
25-34 16.7%
35-54 40.6%
55 + 11.0%Source: http://www.comscore.com/press/release.asp?press=1019
Good example – demographic website
Good example – Corporate site
Movember: movember.com• Target audience• Professional site =
credibility• Up-to-date• Fun stuff: templates for
posters, tshirts, stencils, stickers, removable tattoos
• Keep backups!
Good example – blogs (+ Technorati): • joinred.blogspot.com
• oxfam.org.uk/generationwhy/blog/
Good examples: email newsletters
Subscribe to other organisations’ newsletters to see how they do it• WWF Futuremakers
• Oxfam Great Britain’s “Generation Why”
• Amnesty & Greenpeace’s campaign newsletters
• See Campaign Monitor for good corporate examples
• Keep branding consistent• Keep database up-to-date• Keep content to-the-point
Two good examples: maps www.hopespreads.org
Two good examples: maps www.healthcarethatworks.org
Good example: bespokeSea of Hands: seaofhands.antar.org.au
• Personalise
• Community
• Take action
• Funding + expertise
Also see: futuremakers.com.au, freerangegraphics.com, gamesforchange.org, habbo.com, secondlife.com
consistent branding and message
The future?