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
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