Online engagement

Priscilla Brice-WellerApril 2007

Online campaigning: antar.org.au

Blog: solidariti.com

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public

diariesphoto albums

correspondencecalendars

address books

private

online offline“Web 2.0”

Web 2.0 : user-generated– Digg : vote for top stories– Blogs & YouTube : community journalism and

commenting– Flickr : everyone’s a photographer– MySpace : everyone’s your friend– Twitter : your thoughts for the world to see– Facebook : tell everyone who your business

contacts are

etc, etc, etc …

Too much Web 2.0?(www.go2web20.net)

At what stage will people be engaged by the use of these Web 2.0 tools?

sympathisers activists

Simple actions:Web 2.0 engagement (previous chart)

Professional

activists

Activemembers: attending meetings, becoming passionate

Sympathisers will start using Web 2.0 tools to engage with yourcause early on, and continue using them through to the activist stage.

Easy actions:writing blogposts about issues, emailing a politician

Advocates: engaging other people

Specific, tangible actions: donating,volunteering, downloading and using online materials offline

each tool requires significant resources

not-for-profit orgs need:• to be strategic about which tools they use• a range of tools that, collectively, helps them

reach the target audience• to question for each tool “does effort = effect?”

Good example – MySpace Join (RED): myspace.com/joinred• Connect to a new community• Tell “friends” your latest news • Ask people to take action, donate, volunteer• Use the blog

myspace.com/nonprofitorganizations:

The first 5,000 friends took 5 months and 25 days to achieve. The second 5,000 friends only took 2 months and 5 days.

myspace.com/ant4r:

After about three months, we have about 200 friends.

MySpace friends

MySpace age demographic

Total audience, August 2006

Age % of audience

12-17 11.9%

18-24 18.1%

25-34 16.7%

35-54 40.6%

55 + 11.0%Source: http://www.comscore.com/press/release.asp?press=1019

Good example – demographic website

Good example – Corporate site

Movember: movember.com• Target audience• Professional site =

credibility• Up-to-date• Fun stuff: templates for

posters, tshirts, stencils, stickers, removable tattoos

• Keep backups!

Good example – blogs (+ Technorati): • joinred.blogspot.com

• oxfam.org.uk/generationwhy/blog/

Good examples: email newsletters

Subscribe to other organisations’ newsletters to see how they do it• WWF Futuremakers

• Oxfam Great Britain’s “Generation Why”

• Amnesty & Greenpeace’s campaign newsletters

• See Campaign Monitor for good corporate examples

• Keep branding consistent• Keep database up-to-date• Keep content to-the-point

Two good examples: maps www.hopespreads.org

Two good examples: maps www.healthcarethatworks.org

Good example: bespokeSea of Hands: seaofhands.antar.org.au

• Personalise

• Community

• Take action

• Funding + expertise

Also see: futuremakers.com.au, freerangegraphics.com, gamesforchange.org, habbo.com, secondlife.com

consistent branding and message

The future?