New media and campaigning

Rosie Childs, Digital Campaigns ManagerForeign & Commonwealth Office@rosiechilds

The changing media landscape

Where are people getting their news?Newspaper circulations down People moving to digital viewing Less trust in the media Everyone's a producer now Rise of twitter Rise of digital influencers

Implications for advocacy work

Networked world – more power for civil society Less reliance on media Grassroots campaigning – epetitions etc. More access to influencers? Online relationship building

What is Diplomacy?

What is Digital Diplomacy?

Digital story-telling

How is it different to mainstream press?

What works?

What doesn’t work?

The power of the individual story

The power of being able to interact

What is Digital Diplomacy?•Conventional diplomacy through a different medium.

•Listen, engage and evaluate in new and interesting ways.

•Widen our reach and communicate directly with civil society as well as governments and influential individuals.

•The profession, activity or skill of managing international relations, typically by a country’s representative abroad

Case study: #IFYouTube

The challenge: Reach a youth audience Mobilise a new generation of campaigners Drive the G8 to act on nutrition & hunger

YouTube Ambassadors

@coollike 575,000 twitter followers, 2 million + YouTube subscribersNew Save the Children ambassador

@liliesarelike12,000 twitter followers51,000 YouTube subscribersVery engaged audienceLong term Save the Children supporter

Meet Mr Frank

Building a community

Live story-telling from the field

#IFYouTube gathering – BigIF rally

Developing campaigns

-Be clear on your objectives

-Not digital for digital's sake

-Timings

-Knowing your audience

Tactics

Twitter chats and parties

Thunderclap

Facebook events

What content works?

How to get started…

-What online communities are out there?

-What can they help you achieve?

-Researching influencers

-Followers v. engagement – size isn’t everything!

-Building relationships

Questions

@rosiechilds