CONNECTING TO THE WORLD: HOW GLOBAL CAMPAIGNS CAN BE MORE

EFFECTIVE IN ENGAGING ONLINE AUDIENCES

Prof Charlie BeckettPolis, LSE

@charliebeckett

The fab Four

1. Act as if media is environmental 2. Use networks to broaden and deepen

relationships 3. Adopt an ethical approach to communications 4. It’s time for strategy not tactics

Transparency is the currency for the ethical online economy

http://www.savethechildren.org.uk/get-involved/campaigns/if

Data is the death of theory

Data + social = engagement

Who wants agency?

Strategic priorities

• Invest in communications & analytics as well as design

• Identify, segment, specify – listen and learn

• Align your organisation and your message before making the call to action

CONNECTING TO THE WORLD: HOW GLOBAL CAMPAIGNS CAN BE MORE

EFFECTIVE IN ENGAGING ONLINE AUDIENCES

Prof Charlie BeckettPolis, LSE

@charliebeckett