Amnesty International

Building our communityFiona McLaren, Digital Communities Editor

Where we started

Dec 08:

No strategy

Sporadic interaction

“Do this, do that”

Broadcasting

RSS feeds

6,500 followersPhoto thanks to beast love on Flickr

Our approach

A human rights hub

Personalised content

Putting actions in context

User generated content

Making activism visible

Discussion

A new approach

Amnesty Everywhere

Integrated Campaigning

In order to understand these existing networks, define benchmarks and work out how best to use them for campaigns we conducted a network audit. Once we knew the size of our network and supporter base we could map it and then start campaigning…

So then what?

Numerous daily updates

Continuous monitoring & responding

Getting to know our followers

Making our posts useful

Campaigns as mini projects

Results

0

5000

10000

15000

20000

25000

Q12009

Q2 Q3 Q4 Q12010

Q2

FacebookMySpaceBeboYouTubeTwitter

PTH now has nearly 100,000 members

Measurement

Weekly baseline stats: Followers, referrals, action taking, new PTH members

Start with free tools to monitor brand mentions

Graduate to paid service

Graphs = awesome

Campaigning against Shell

• Shame Shell in front of shareholders• Campaign awareness• Raise funds for cost of media• Generate additional media coverage and other

exposure for campaign• Empower our supporters, giving them a clear role

and amplify their voice through the campaign• Give supporters a fun and engaging way to show

their support via social media• Revitalise perception of AIUK brand image

Shell: Getting them to listen

Hundreds of activists use Twitter to send Shell a message…

…13 days later

Shell: Online Dialogue

• 445 people registered for Shell web chat

• 60 questions answered, almost all were focused on human rights

• Ran a parallel, open web chat to discuss Shell’s responses with a panel of experts

• 145 took part in Amnesty web chat

Shell: A highlight

Shell: Mapping Hell Stations

Shell: Fundraising

Blog post on ProtectTheHuman.comEmail to all supporters

Different rewards by donation amount:– £10: Buy 1 sq cm of ad space– £30: Get your name on the ad

Strong creative

‘Share this’ tool to encourage visitors to spread the word

Feedback & follow up posts

Blog stats:• Unique views: 25,386• Average time on page: 3min 23s • 239 comments

Shell: Fundraising

Shell: A bit of controversy

16

Outcomes

• Public commitment from Shell to reduce gas flaring in Niger Delta

• Mainstream, bloggers and trade media (70+ online pick ups in total)

• 2,285 people donating average gift of £17.65

• 32% of donors never donated before

• 256 prospects converted

• 91 lapsed reactivated

• 564 new contacts/donors

Why did it work?

• Gave our supporters numerous ways to get involved• Put supporters at the heart of the campaign – “We really need

you to make this happen”• Fresh engagement mechanisms• Specific tangible ask• Exciting and eventful narrative• Honest and transparent• Regular updates• Empower, thank, value and inform at every stage• Trusted the power of our community

Things we’ve learnt along the way

Move quickly, add urgency

Tell a story

Let people get as involved as they want, in whatever way suits them

Listen

Take part

Let everyone be heard

Stay honest

Measure everything

Photos by activists, from ProtectTheHuman.com

Amnesty International

Thanks!

@fionamclaren / fiona.mclaren@amnesty.org.uk