Change 2010E-campaigning: what it is and how to get the most out of it

Richard Cassontwitter.com/richardcassonrcasson@oxfam.org.uk

What we’re going to cover

• E-campaigning: what it is

• How e-campaigning is different

• The e-activist’s toolkit

• Best practices

• Twitter exercise

600

6 2,000

363.5

How many?…

Greater than the sum of its parts• Social media has enabled anyone to have a

voice• Instantly speak to a global audience - YouTube

has 2 billion videos views per day, Facebook has 500 million active users

• Users have a different relationship with digital media – it’s easier to comment on a blog than a printed newspaper article

• Campaigns driven more by activists, and less by Oxfam

Greater than the sum of its parts

vs.

38 Degrees Dominic Raab MP

Activist-led content from RHT

The e-activist’stoolkit

• Still the largest social network – 500 million active users

• Range of functionality – groups, fan-pages, status updates, photos, videos, widgets…

• Ease of use – you don’t have to know code

• But there’s a lot of noise – sheep, poke, vampire requests (but maybe that’s what makes it popular)

Facebook case study: BBC and Gaza appeal

In early 2009, fighting escalated between Palestinians in the Gaza Strip and Israel which went on for a number of weeks. After the violence died down, many civilians were in need of aid, and so the Disasters Emergency Committee launched an appeal to help (Oxfam is a member of the DEC).

The BBC, and other news agencies refused to run the appeal on grounds of remaining impartial.

A Facebook group was set up (not affiliated to the DEC or Oxfam)

In one week the group grew to 18,000+ members, and helped contribute hundreds of complaints to the BBC.

The group was self-organised – people set up discussion boards, posted to the wall, and contributed content.

It grew by following the best practice guidelines on the previous slide.

Facebook groups: best practice• Group name and description – short and to the

point:– Bad group name: “Charter 08 - of the people, by

the people, and for the people”– Good group name: “Support the monks’ protest in

Burma”

• Remember to add a list of actions in group descriptions – sign a petition, come to a meeting on…, change your status, invite your friends to join, read related information

Facebook groups: best practice

• Reach out to other related groups

• Status changes – after taking a specific action, link back to the group:– “Richard Casson has joined the plot to stop

airport expansion - www.facebook.com/group.php?gid=61431007040”

• Regular messages to group members…

Facebook groups: best practice• Messaging group members

– Keep in regular contact - aim for at least one message every two-four weeks

– Attention grabbing message subject, formatting to emphasize content

– Principle can be translated to meeting reminders and other updates

• Users sent short updates – no more than 140 characters in length

• Different demographic to Facebook – tend to be older and more politically active

• You don’t have to be friends with someone to follow them – unlike on Facebook where you need their permission

Twitter case study: TwestivalIn late 2008, a small group of Twitter users decided to meet up in real life with the aim of organising a fundraising event. The first event they organised was such a success that they decided to repeat it in 2009 and 2010, only this time they took the idea global.

• In three weeks, fundraising events were organised under the Twestival banner in 45 coutries.

• In 2010, 15,000 people took part.

• $450,000 raised through events and online donations (helping to fund the building of schools, training teachers, pay for education)

• Run completely by volunteers

• Connections made through Twitter

• Completely decentralised - there were guidelines, but each event was shaped however the organisers wanted to make it

Twestival.fmTracks donated by artists including Imogen Heap, Bloc Party, Mystery Jets and Ben Westbeech. All available to stream or download for free – with a simple request that listeners donate to help the cause.

Twestival t-shirtsDesigned and sold by volunteers. All profit went to the cause.

Twitter: best practice• Keep your eye out for interesting trending

topics

• User http://search.twitter.com to find other users discussing topics that you’re interested in

• If you see an interesting tweet, start following the user it’s from – make sure you send them an @message to say hi

• Follow journalists, other activists… find your MP

Exercise!Brainstorm how you could useTwitter to support Monday’s campaignstunt (and what you plan will be usedon the day).Think about:• One or two tweets to send before/

during/after the event• How to hook into existing chatter

around the event• How else (other Twitter users)

might be able to help you

One target per group:twitter.com/thegreenpartytwitter.com/carolinelucas twitter.com/covgreenpartytwitter.com/brumgreenstwitter.com/medwaygreens

If you’ve got a smartphone in your group, send yourfirst tweet in the break. Suggestion:Hi @brumgreens. Wondering if u'll be at Party Conf onMon? I'll be there with @OxfamMidlands, helping withevent on #climate & @robinhood tax

Keep an eye on @OxfamMidlands and @OxfamGB overthe coming days.