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eCampaigning on a $hoe$tring

eCampaigning on a $hoe$tring. Who am I?. Who? Zoe Laycock What? New Media Director www. frontofmind .co.uk. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP. Front of Mind. Digital communications agency Design Build Strategy Public sector

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eCampaigning on a $hoe$tring

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  1. eCampaigning on a $hoe$tring

  2. Who am I? Who? Zoe Laycock What? New Media Director www.frontofmind.co.uk Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  3. Front of Mind Digital communications agency • Design Build Strategy • Public sector • Commercial sector • Third sector Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  4. A bit about you What do you do online? • General surfing • News and current affairs • Shopping • eDemocracy/ eCampaigns • Entertainment (videos/ music/ tv) Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  5. What are people doing? People in the UK are spending more and more time online… Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  6. UK internet access: 16.5m households online 56% broadband access Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  7. Shift in media consumption • 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 Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  8. New new media? “people are shifting their attention from conventional formsof new media, such as websites,to newer forms, such as YouTube video, photo blogs, podcasts and social networks.” Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  9. What does this mean for eCampaigning? Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  10. In the past Getting the message out: • Over-reliance on dreary direct mailouts • Calls to journalists (trust relationship) • Print-based campaigns Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  11. Traditional campaigns • Volume fundraising • Lasting awareness? • Mobilising direct action? Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  12. Digital opportunity • Rich media and social media achieve: • Engagement and interactivity • Two-way conversation • Presence in the places where people are Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  13. So where are people? Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  14. Social media space 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. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  15. Engagement • Ongoing awareness • Building donor/ supporter relationships • Motivate and stimulate action • Engagement and participation Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  16. What’s out there? Cool stuff… Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  17. Kroo Bay project Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  18. Kroo Bay project • Imaginative engagement project • Microsite: Kroo Bay, Freetown, Sierra Leone • Tells a story • Local clinic (malaria, cholera, diphtheria and diarrhoea) Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  19. Kroo Bay website 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 Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  20. Not all interaction has to be rich media dependent. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  21. Blog JamiesBigVoice.com was set up (2005) - authored by an ex-homeless member of the public. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  22. Blogging 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. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  23. People use the internet to communicate more. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  24. Communication & collaboration tools • Closer relationships between: • Supporters/donors and campaign groups • donors and beneficiaries • Resulting in: • Two-way conversation • Involvement Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  25. Front of Mind Limited +44 (0)20 7291 3870 17-18 Margaret Street, London W1W 8RP

  26. Flickr for good - 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.

  27. We The Peoples Film Festival We were commissioned to design and deliver the Festival website and supporting media. www.wethepeoples.org.uk

  28. Approach • Creative design • Accessible content • SEO • Existing media assets • Distributable content

  29. 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

  30. Digital strategy • 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

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

  32. Thank you! zoe@frontofmind.co.uk www.frontofmind.co.uk

  33. eCampaigning on a $hoe$tring www.frontofmind.co.uk

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