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Presentation used at Second MEDIALAB Training Course celebrated in Silla. May 2012.
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2nd MEDIALAB Training Course Silla, 15th May 12
#youthmedialab #youthmedialabsilla
Campaigns at Internet
Communication 2.0
Source: informationactivism.org
How to make a campaign at communication 2.0
What is a campaign strategy?
- The existing situation- Who is affected (positively and negatively)- Resources, tactics and tools.
How to make a campaign at communication 2.0
#1 Common Vision
- Discuss and decide, as a group, what core problem your campaign seeks to address.- What would a world without this problem be like? - Imagine unlimited resources (money, power, etc).- Discuss the scope of your campaign: decide whether it has multiple components (sub-campaigns).
How to make a campaign at communication 2.0
#2 Campaign's Stakeholders
- Who creates the problem? Who is affected by it? How and why are these entities connected to one another?.- Place the stakeholders as follows:
● Vertical axis represents level of infl uence in achieving the goal of your objective from most influential (top) to least (bottom). ● Horizontal axis represents whether they are likely to oppose (left) or support (right) campaign.
How to make a campaign at communication 2.0
#3 From targets to tactics
a. Active allies: supportive and motivated to achieve your goals . Use mobilisation tactics .
b. Allies: may benefit from your success
c. Neutral parties: may not be involved or affected currently. Use educational, visualisation tactics.
d. Opponents: may suffer from your success . Use disruption, interference tactics
e. Active opponents: actively interfere with your
How to make a campaign at communication 2.0
Example: Plataforma Voluntariado España
- Wall Posts- Polls- Annotated links- Publish only one a day- Around 9.30 in the morning.- Found more interesting topics: intern.
volunteer, organizational change, etc..- Answer always, even the day
before or two days ago.- Social networks are like a bar: enjoy or
stay at home.
How to make a campaign at communication 2.0
Example: Plataforma Voluntariado España
- Say the truth: have you ever considered leaving your volunteering?
- If you were to choose, would you rather do voluntary national or international?
- Moussa, rapporteur for the Autumn School: "Volunteerism is complementary to social participation." Have you been to a strike this year?
- Continuing the theme of yesterday, do you think volunteering is, in some cases, a form of work for free?
- Is it okay to volunteer to get a job in an NGO?
- Do you think foreign volunteering is better than here?Source: http://bit.ly/wXk4cx
How to make a campaign at communication 2.0
Access to information
- Resources.- Tools
How to make a campaign at communication 2.0
Sources:
dondevanmisimpuestos.es
How to make a campaign at communication 2.0
Tools:
- Delicious- Google Reader- Evernote
How to make a campaign at communication 2.0
Tools:
- Gmail- Google Docs- Google Calendar- Google Drive- Dropbox
How to make a campaign at communication 2.0
Think creatively
1. Inspiration2. Innovation3. Perspective4. Ideas
How to make a campaign at communication 2.0
#1 Inspiration
Think about one campaign that changed the way you thought about an issue:
- Where you were when you first noticed the campaign action?- What the action did and what it achieved?- Why it was creative?- How they were inspired by it?
How to make a campaign at communication 2.0
#1 Inspiration
- Tactic: the approach you take to target a specific audience. Your tactic should appeal to that audience’s tastes, habits, interests and value systems. Tactics may include humour to appeal to a young audience.- Format: the medium or context of a campaign or action; for example: street theatre, comic strip, video documentary, radio programme, blog, social network site group.
How to make a campaign at communication 2.0
#2 Innovation
Thinking outside the box:
For example, if you are working on a climate change campaign, ask one person to assume the perspective of a polar bear or of an ocean.
How to make a campaign at communication 2.0
#3 Perspective
For example, if you were working on climate change in India, you might include ‘rural young person’, ‘wealthy elite family in capital city’, ‘environmental policy-maker’, ‘environmental NGO’, ‘school children’ and ‘polluting industry CEO’.
How to make a campaign at communication 2.0
#4 Ideas
Divide participants into two groups, called ‘exaggerate’ and ‘downplay’. Ask the fi rst group to come up with positive, fantastic, naïve, surreal ideas for a campaign message and ask the second to come up with subtle and pessimistic ones.
How to make a campaign at communication 2.0
Campaign analytics
-Webs- Facebook- Twitter
How to make a campaign at communication 2.0
Campaign analytics
1. FB Analytics2. Hashtags3. Socialbro4. Feedburner
How to make a campaign at communication 2.0
Campaign analytics
Google Tools:1. Google Analytics2. Google Insights3. Google Alerts4. Google AdWords
Google Insights
Google AdWords
How to make a campaign at communication 2.0
Mailchimp
informationactivism.org