People power2012 duaneraymond_hypev_suseful
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@fairsay #no2hype [email protected] Distinguishing Hype from Useful Trends Determining which digital tools matter to e-campaigning By Duane Raymond [email protected] @fairsay Hashtag: #no2hype London, UK 6 March 2012
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Transcript of People power2012 duaneraymond_hypev_suseful
@fairsay #no2hype [email protected]
Distinguishing Hype from Useful TrendsDetermining which digital tools matter to e-campaigning
By Duane [email protected]@fairsay
Hashtag: #no2hype
London, UK6 March 2012
We need a strategy FIRST
1. What do you want to achieve?2. Who do you need to influence?3. How are they influenced?4. How can you influence them with minimal effort?
Throughout this process we ignore the tools.
@fairsay #no2hype [email protected] 6
‘New’ is sexier than reliable
• Journalists cover new stories
• Pioneers self-worth boosted by being first
• ‘First-mover advantage’ blurs distinction between leading-edge and bleeding-edge
@fairsay #no2hype [email protected] 9
Yet new isn’t always better
The “milkshake test”
Scenario:•Imagine fast-food execs want to sell more milkshakes•Milkshakes not new•Research showed must milkshakes drunk in the morning•Realised busy people were drinking milkshakes as substitute for breakfast. Deliciousness not factor.•Created drive through and put more fruit in milkshakes
Source: “Why Second Life Failed”, Slade, 8 Nov 2011
@fairsay #no2hype [email protected] 10
New needs to improve on old
When evaluating new tools/networks ask•What is the purpose/job of this tool/network•What do people using it get out of it?•Does campaigning on that tool/network support or diverge from why people use it?•What would campaigning via that tool/network look like if aligned with why people use it?•Would be it be worth it for each specific campaign?
…and still try stuff – but see if it is working for you before investing too much time!
@fairsay #no2hype [email protected] 11
Time to practice!
Cases:•Second Life•Facebook•Twitter•Email•Blogging
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@fairsay #no2hype [email protected]
Email-to-action
Usually email Usually
web formvia email +
other social media
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@fairsay #no2hype [email protected]://fairsay.com/hypevsreality2010
% of Total 11%4%
12%2%1%2%0%2%6%2%
10%49%
Email still best for calls-to-action
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@fairsay #no2hype [email protected]
Questions? Comments?
Join eCampaigning Forum 2012: 21-22 March, Oxford, UK http://fairsay.com/ecf12
Learn more at• Join the eCampaigning Community: fairsay.com/ecflist• FairSay Blog: http://fairsay.com/blog
Contact me: Duane Raymond: [email protected]/ Twitter: fairsay
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