online engagement
DESCRIPTION
A top-level analysis of how not-for-profit organisations can determine which Web 2.0 tools to use for maximum engagement online. This will also cover whether the amount of effort an organisation puts into these tools will achieve the required effect.TRANSCRIPT
Online engagement
Priscilla Brice-WellerApril 2007
Online campaigning: antar.org.au
Blog: solidariti.com
1 1
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?