eCampaigning on a shoestring

eCampaigningon a

$hoe$tring

WhoamI?

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Who? Zoe Laycock

What? New Media Director

www.frontofmind.co.uk

FrontofMind

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Digital communications agency

Design Build Strategy

•  Public sector •  Commercial sector •  Third sector

Abitaboutyou

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

What do you do online?

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

Whatarepeopledoing?

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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

UKinternetaccess:

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

16.5m households online

56% broadband access

ShiPinmediaconsumpQon

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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 phones bbc.co.uk 25.11.08

Newnewmedia?

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

“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.”

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

What does this mean for eCampaigning?

Inthepast

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Getting the message out:

•  Over-reliance on dreary direct mailouts •  Calls to journalists (trust relationship) •  Print-based campaigns

TradiQonalcampaigns

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

•  Volume fundraising

•  Lasting awareness? •  Mobilising direct action?

Digitalopportunity

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Rich media and social media achieve:

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

are

Sowherearepeople?

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Socialmediaspace

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

•  Ongoing awareness

•  Building donor/ supporter relationships

•  Motivate and stimulate action

•  Engagement and participation

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

What’s out there?

Cool stuff…

KrooBayproject

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

KrooBayproject

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

•  Imaginative engagement project •  Microsite: Kroo Bay, Freetown, Sierra Leone •  Tells a story •  Local clinic (malaria, cholera, diphtheria and

diarrhoea)

KrooBaywebsite

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Not all interaction has to be rich media dependent.

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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

Blogging

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

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.

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

People use the internet to communicate more.

CommunicaQon&collaboraQontools

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Closer relationships between:

•  Supporters/donors and campaign groups •  donors and beneficiaries

Resulting in:

•  Two-way conversation •  Involvement

FrontofMindLimited+44(0)207291387017‐18MargaretStreet,LondonW1W8RP

Flickrforgood‐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.

WeThePeoplesFilmFesQval

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

Digitalstrategy

•  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

Integratedapproach

•  Reach and engage where people are •  Beyond websites •  Push-pull approach to information •  Channel mix – web, mobile, print

Thankyou!zoe@frontofmind.co.uk

www.frontofmind.co.uk

eCampaigning on a

$hoe$tring

www.frontofmind.co.uk