Mobilising Communities using Mobilising Communities using Web 2.0Web 2.0: : “Yes we can!”“Yes we can!”

Laban Bagui

Marlon Parker

Menu

• Background • Present our findings• Give you a feeling of what it is about

2

Background

• Crime, poverty, abuses and low education issues• Need campaigning for education and mobilisation• Increasing popularity of mobile phone usage• Online Campaign using Web 2.0 for social calls as a

possible solution

3

Research ProblemThere is a lack of understanding on how online campaign

works

Research Question

Aim of study

What guidelines should be considered in order to improve campaigning and mobilising citizens in communities for social calls using Web 2.0?

A set of guidelines for campaigning using Web 2.0

4

Methodology

Qualitative approach• Case study: Barack

Obama’s “Yes we can” online campaign

• Literature review on Web 2.0 and Online Campaign

• Social media expert semi-structures interviews

• Critical areas of concern• Analysis, interpretation

and matching

5

Marketing Campaign

• Marketing: 4Ps = Product + Price + Place + Promotion• Campaign: Promoting a product at a place for a price the

buyer is ready to pay for.• A marketing campaign uses very well mastered

techniques for spreading out a message using traditional media

• On Web 2.0 something usually goes wrong: Why and how?

6

7

Web 2.0

• A trend on technology, people related activities and people.

• SOA, XP, Agile, Social network websites• Information and Communication• People empowerment• Social capital repository

8

“Yes we can” e-strategy: Web 2.0 in the campaign

• Barack Obama won the web with:• 3 million online donors, • 6.5 million online donations adding up to more than $500

million, • more than 1 billion e-mails sent during the campaign, • 2 million profiles created on the My.BarackObama.com

social network website• Organized 200 000 offline events across the country

(BSD, 2008). 9

Area of concern

Expert1 Expert2 Expert3 Expert4

Goals Know the goals very well

Should be clear

Advertising Campaign as a conversation

Invite peopleBe responsive

Adjust the message to people

Be relevant

Provide Information

Use people language

Digital inclusion

Engage It’s all about conversation, engage to promote the cause, evangelise

Give people the voice

Get involve in the community

Foster community spirit

Bottom-up and user participation

Respect the space and don’t sway into areas

Measure Twitter searchGoogle analyticsNumber of

comments

Metrics on goalsMeasure on the goCost per person

Use web metrics and measures

Assess your goals

10

Online campaign areas of concern

Areas of concernGoals, objectives, & mission

Targeting

Planning

Organising

Approach of advertising

Platform

Engage

Measure 11

Goals, objectives, & Mission

• Determine carefully the online campaign mission, goals, and objectives: they should be SMART (Simple, Attainable, Measurable, Realistic, Timely) and able to accommodate the conversation

12

• Target the audience where it is or go online, according to your goals and objectives, on a one to one basis

Targeting

One to one targeting

Demographic information

Behaviour(+ Time of day)

Physical location

Fig1: online targeting Source: Plummer et al (2007:195)

74% of internet users, which is 55% of American voting-age population (Smith, 2009) were

the target of campaigners.

13

Planning

• Go for a prudent stepped approach• Put your brand out there• Go to people• Make friends (Can build your own social network)• Build credibility and trust by adding to the community (Information, value adoption, help)

14

Planning (continues …)

• Get into the conversation (Listen and talk) and learn while you are doing• Call for action (advocacy), gather people and suggest simple ways of taking actions (Organise action)• Let go of control• Prepare your online operation to scale • Keep track of every thing (Conversation, money, people, etc.)

15

Organising• Choose a team that understands,

feels and participates in social networking

• Go for generation 2.0 people’ (Google generation, etc.)

• Identify influencers, and other supporters

• Gather them, encourage them to take action and tell them what to do

• Foster self expression, communication and interaction

16

Organising for America

17

Approach of advertising

• Conversation (Word of mouth)

• Engagement• Provide sound, useful and

relevant information to people

Did you hear about MJ murder ?

Gosh! Who’s MJ here? Let talk about

you and me …

18

Platform

Use any platform where the audience can be met according to available resources (Social network websites, mobile devices, PCs, and other games)

19

Engage

• Be authentic• Bring information and open the

conversation• Let go of control (Empower people)• Let people talk and listen and talk• Build a community around your

words • Use people voice to push your

words out (Evangelise)

20

Measure

• Develop metrics to measure your goals and objectives

• Measure people satisfaction, your finance and your processes

• Use web metrics and measures (Sometimes free-like surveys, online analytics tools, etc.)

• Keep tracks of everything

21

Conclusion• Campaigning online is understood here as using traditional marketing techniques infused with Web 2.0 values and principles: It’s all about “connecting”, “conversing ”, “Informing”, “engaging” and “evangelisation”, “

• President Barack Obama “yes we can” online campaign followed that framework and succeeded

• Yes, online campaigning can be efficient, measurable and even predictable;

• In the future: Web 3.0, the semantic web and personal assistant systems.

22

Laban Bagui labanbagui@gmail.com

http://laban78.wordpress.com www.twitter.com/Labanbagui

Marlon Parker parkerm@cput.ac.za

Faculty of Informatics and DesignCape Peninsula University of TechnologyCape TownSouth Africa

Me Ti Be Ma Yega/ Merci / Thank you/ Danke Shön / Dankie / Ngosi

Questions?

23