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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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Presentation Transcript
slide1

eCampaigning

on a

$hoe$tring

who am i
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
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

a bit about you
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

what are people doing
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

uk internet access
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

shift in media consumption
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

new new media
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

slide9

What does this mean for eCampaigning?

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

in the past
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

traditional campaigns
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

digital opportunity
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

so where are people
So where are people?

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

social media space
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

engagement
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

slide16

What’s out there?

Cool stuff…

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

kroo bay project
Kroo Bay project

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

kroo bay project18
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

kroo bay website
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

slide23

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

slide24

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

blogging
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

slide26

People use the internet to communicate more.

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

communication collaboration tools
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

slide28

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

flickr for good www flickr com good
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.

we the peoples film festival
We The Peoples Film Festival

We were commissioned to design and deliver the Festival website and supporting media.

www.wethepeoples.org.uk

approach
Approach
  • Creative design
  • Accessible content
  • SEO
  • Existing media assets
  • Distributable content
slide40

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
digital strategy
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
integrated approach
Integrated approach
  • Reach and engage where people are
  • Beyond websites
  • Push-pull approach to information
  • Channel mix – web, mobile, print
slide43

Thank you!

[email protected]

www.frontofmind.co.uk

slide44

eCampaigning

on a

$hoe$tring

www.frontofmind.co.uk

ad