Digital Campaigns - Full Deck
-
date post
17-Oct-2014 -
Category
Technology
-
view
2.879 -
download
1
description
Transcript of Digital Campaigns - Full Deck
Trainers’ Slide DeckTrainers’ Slide Deck
Day 3:Day 3:Digital Digital
CampaignsCampaignsBy Mary By Mary
JoyceJoyce March 1, 2011March 1, 2011Beirut, LebanonBeirut, Lebanon
Images: awork.pl/Flickr (background), digital telepathy (circle)Images: awork.pl/Flickr (background), digital telepathy (circle)
Rules for Using This ContentRules for Using This ContentCreative Commons Attribution License | author: Mary JoyceCreative Commons Attribution License | author: Mary Joyce
Attribution – You must attribute the work to author Mary Joyce and to other creators when indicated in this slide deck. Attribution to IIE and US Department of
State is optional
Today’s AgendaToday’s Agenda
1. Key Terms2. Objectives 3. Communications Strategy4. Media Choices5. Final Exercise
Training TechniquesTraining Techniques
Paper Presentation(need easel or white board)
Slides (Powerpoint, Keynote)
Activities(small or full group)
Discussion
Video
(full group)
These symbols will be used throughout the slide deck to indicate training method.These symbols will be used throughout the slide deck to indicate training method.
What’s Your Cause?
Ice BreakerIce Breaker
Instructions: 1.Each participant writes down a cause on a piece of paper (half an 8x11 sheet or post-it). It could be something they are actively working on or just something they care about. 2.The pieces of paper are collected by the facilitator. 3.Facilitator randomly tapes a cause to each participant’s back.4.Participants walk around the room and, by asking each other questions about the cause, figure out what cause is written on their back. 5.At the end of the exercise, we go around in a circle and each person shares with the group the cause they had on their back. The person who wrote the cause then identifies themselves and explains why they care about it.
Key TermsKey Terms
Training MethodsTraining Methods
CampaignCampaign
StrategyStrategy
Strategy Strategy BasicsBasics
What is a campaign?
Strategy BasicsStrategy BasicsKey TermsKey Terms
Strategy BasicsStrategy BasicsKey TermsKey Terms
Election Campaign(USA, 2008)Campaign Against Street Harassment(Egypt, 2005)
Images: unknown, Egyptian Center for Women's Rights Images: unknown, Egyptian Center for Women's Rights
What are some other examples?
What is a campaign?
Strategy BasicsStrategy Basics
A campaign is a series of actions, taken during a specific time period, in order to achieve a defined goal.
Key TermsKey Terms
Video: The Story of Electronics
What are some campaigns that could be created around this issue?
Strategy BasicsStrategy BasicsKey TermsKey Terms
What is strategy?
Strategy BasicsStrategy BasicsKey TermsKey Terms
What would make these campaigns strategic?
Goal
action
action a
ction
action
What is the strategic connection between goals and actions?
Strategy BasicsStrategy BasicsKey TermsKey Terms
In a strategic campaign, all actions you takehelp you achieve your campaign goal.
Goalaction
action
action
action
Strategy BasicsStrategy BasicsKey TermsKey Terms
What is a strategy?
Strategy BasicsStrategy Basics
A strategy is a series of planned actions to help you achieve your goal.
Key TermsKey Terms
Trainers’ Reflection
Do you think it will be necessary to define “campaign” and “strategy” in your NGO trainings? If so, how would you do it?
Strategy BasicsStrategy BasicsKey TermsKey Terms
Strategy Strategy BasicsBasics
ObjectivesObjectivesLongtermLongtermMissionMission Short Short
TermTermGoals Goals
Training MethodsTraining Methods
Presentation: Beeatoona
Organizational presentation by local NGO Beeatoona (how they started, mission, resources, past and current projects)
Strategy BasicsStrategy Basics
ObjectivesObjectives
Discussion: Beeatoona
• What is Beeatoona’s mission?• What is one of their campaign goals?• How are Beeatoona’s campaign goals connected to the overall mission of the organization?
Strategy BasicsStrategy Basics
ObjectivesObjectives
What is the strategic connection between organizational mission and campaign goals?
Strategy BasicsStrategy Basics
ObjectivesObjectives
Organization
Mission
Campaign
Goal
Strategy BasicsStrategy Basics
ObjectivesObjectives
Campaign Campaign Campaign
Campaign Campaign
Campaign
The achievement of a campaign goal furthers the mission of the whole organization.
Mission
Image: adapted from Marshall Ganz
Trainers’ Reflection
Strategy BasicsStrategy Basics
ObjectivesObjectives
Do you think it will be necessary to define “campaign goal” and “organizational mission” in your NGO trainings? If so, how would you do it?
Strategy Strategy BasicsBasics
Communications Communications StrategyStrategy
AudienceAudience
ActionAction
MessageMessage
Training MethodsTraining Methods
ActionAudienceMessage
Communications StrategyCommunications StrategyStrategy BasicsStrategy Basics
Action
What needs to be done in order for you to achieve the goal of your campaign (can be multiple).
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Audience
The people who need to take action in order for you to achieve the goal of your campaign (can be multiple).
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Audience
How many audience types can you think of?
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
AudienceSupporters convince the target to take action.
Strategy BasicsStrategy Basics
Supporters Target
Communications StrategyCommunications Strategy
Audience•The target has the power to take the action that will allow you to achieve your goal. •The supporters have influence over the target.
Strategy BasicsStrategy Basics
influence power
Communications StrategyCommunications Strategy
Audience
How would you divide the audience groups previously mentioned among the categories supporters and targets? What category does media belong in?
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Where does the media fit in?
Communications StrategyCommunications StrategyStrategy BasicsStrategy Basics
Audience
Strategy BasicsStrategy Basics
Members of the media can help you deliver the message to a range of audiences.
Communications StrategyCommunications Strategy
Message
What convinces the audience to take action in order for you to achieve the goal of your campaign.
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Strong Messages
Hook (why pay attention) Outcome (what change will happen) Call to Action (request to make change happen)
Strategy BasicsStrategy Basics
Source: Beth Kanter
Communications StrategyCommunications Strategy
Strong Messages : e-Waste and Us
Hook : We techies are hurting the earth even as we do good work as trainers.Outcome : Do good work and do good for the earth.Call to Action : Buy less and for the longterm, fix instead of replace, recycle when you discard.
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Small Group Activity
Break into 3 groups according to country, each group picks a different Beeatoona audience and develops hook/outcome/call to action for their audience.
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
Images: Flickr/awork.pl (background), digital telepathy (circle)Images: Flickr/awork.pl (background), digital telepathy (circle)
Trainers’ Reflection
Do you think this action-audience- message framework applies in your country? What campaign example would you use in this module?
Strategy BasicsStrategy Basics
Communications StrategyCommunications Strategy
StrategyStrategyBasicsBasics
MediaMediaChoicesChoices
Training MethodsTraining Methods
Strategy BasicsStrategy Basics
MediaMedia
Strategy BasicsStrategy Basics
MediaMedia
When use Twitter, TV spot, a flyer?
Strategy BasicsStrategy Basics
MediaMedia
Digital Media Tools Blog Mobile Social NetworkInternet Social Network
VideoPhotos
Email List Mobile ApplicationSecurity Application
ExampleBlogger TwitterFacebookYouTubeFlickrGoogle Groups SMS
HTTPS
Small Group Activity
Pass out Social Media Cards to each group. Country groups decide which tools would be the best match for the communications strategy they developed in the previous exercise.
Strategy BasicsStrategy Basics
MediaMedia
+ Mohamad
Trainers’ Reflection
Would you use cards in your country? How might you change them?
Strategy BasicsStrategy Basics
MediaMedia
AdvancedAdvancedStrategyStrategy
NetworkedNetworkedCampaignsCampaigns
Training MethodsTraining Methods
NetworkedCampaign
•Include partner organizations and volunteers in capacity estimate (less $ needed)•Bring in allies (including free agents) early and listen to them•Include input of all staff and your most committed volunteers•Joy funerals / listen, learn, adapt•Share the credit•Whether campaign fails or succeeds, relationships created increase organizational capacity
FortressCampaign
•Rely on internal staff and contractors for capacity (more expensive)•Reach out to partners and volunteers after planning has ended, when asking them to do something•Only senior staff is included in planning, which is done with little transparency•Resistance to honest feedback, evaluation is pro-forma•All success or failure to your organization•Success and failure is a zero-sum game, since capacity has not increased
Strategy BasicsStrategy Basics
Networked CampaignsNetworked Campaigns
Trainers’ Reflection
How else can you tie together training topics across days?
Networked CampaignsNetworked CampaignsStrategy BasicsStrategy Basics
Strategy Strategy BasicsBasics
Final Final ExerciseExercise
Training MethodsTraining Methods
Evaluation: What to Measure?•Did we follow the plan?•Did audience receive message?•Did audience take action?•What platforms, messages, and allies were most/least successful in activating audience?•Is there audience feedback?•Any collateral benefits?
Strategy BasicsStrategy Basics
Final ExerciseFinal Exercise
How to Make an Action Plan Working Backwards
Goals > Milestones > Tasks
Strategy BasicsStrategy Basics
Final ExerciseFinal Exercise
Small Group Activity
Now the participants are divided into two groups. Their task is to combine the different audience plans into one complete media plan for the campaign, along with deadlines. Trainers pick winner.
Strategy BasicsStrategy Basics
Final ExerciseFinal Exercise
Trainers’ Reflection
On the sheet of paper, mark:• 1 module you will definitely use• 1 module you will use but change• 1 module you will not use• 1 new module
Strategy BasicsStrategy Basics
Final ExerciseFinal Exercise
Shokran!Shokran!
The EndThe End