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eCampaigning??
on a

$hoe$tring?

Who?am?I??

Who? Zoe Laycock

What? New Media Director

www.frontofmind.co.uk

贵谤辞苍迟?辞蹿?惭颈苍诲?尝颈尘颈迟别诲?????+44?(0)20?7291?3870????17‐18?惭补谤驳补谤别迟?厂迟谤别别迟,?尝辞苍诲辞苍?奥1奥?8搁笔?

Front?of?Mind?

Digital communications agency

Design Build Strategy

?? Public sector
?? Commercial sector
?? Third sector


A?bit?about?you?

What do you do online?

?? General surfing
?? News and current affairs
?? Shopping
?? eDemocracy/ eCampaigns
?? Entertainment (videos/ music/ tv)


What?are?people?doing??

People in the UK are spending
more and more time online…


UK?internet?access:?

16.5m households online

56% broadband access


ShiP?in?media?consumpQon?

More time spent online than watching TV

Europeans spend 14.3 hours online per week
Forrester – 2007

35m access internet via PCs

7.3m access internet via mobile phones
bbc.co.uk 25.11.08


New?new?media??

“people are shifting their attention from
conventional forms of new media, such
as websites, to newer forms, such as
YouTube video, photo blogs, podcasts and
social networks.”


What does this mean for
eCampaigning?


In?the?past?

Getting the message out:

?? Over-reliance on dreary direct mailouts
?? Calls to journalists (trust relationship)
?? Print-based campaigns


TradiQonal?campaigns?

?? Volume fundraising

?? Lasting awareness?
?? Mobilising direct action?


Digital?opportunity?

Rich media and social media achieve:

?? Engagement and interactivity
?? Two-way conversation
?? Presence in the places where people
are


So?where?are?people??


Social?media?space?

More people using social media to have their
say and for their voices to be heard.

Third Sector organisations must exploit
these mediums to create powerful
campaigns and more transparent
consultations.


Engagement?

?? Ongoing awareness
?? Building donor/ supporter relationships
?? Motivate and stimulate action
?? Engagement and participation?


What’s out there?

Cool stuff…


Kroo?Bay?project?


Kroo?Bay?project?

?? Imaginative engagement project
?? Microsite: Kroo Bay, Freetown, Sierra Leone
?? Tells a story
?? Local clinic (malaria, cholera, diphtheria and
diarrhoea)


Kroo?Bay?website?

Donors can:

?? Watch quot;webisodes”
?? Read residents’ profiles
?? Post messages for the residents on their
profile pages
?? Watch the clinic renovation progress as
they donate money


Not all interaction has to
be rich media dependent.


Blog JamiesBigVoice.com was set up
(2005) - authored by an ex-homeless
member of the public.


Blogging?

JamiesBigVoice.com

Aim:
?? Stimulate public debate
?? Get attention of broadcasters/ journalists

The blog gained significant coverage in the
mainstream media and succeeded in
encouraging debate.


People use the internet to
communicate more.


CommunicaQon?&?collaboraQon?tools?

Closer relationships between:

?? Supporters/donors and campaign groups
?? donors and beneficiaries

Resulting in:

?? Two-way conversation
?? Involvement


Flickr?for?good?‐?www.?ickr.com/good?

About Faces of ONE

This group is dedicated to ONE.org, the
campaign to make poverty history.

We encourage you to add a photograph of
your own face to this cause.

We?The?Peoples?Film?FesQval?

We were commissioned to design and
deliver the Festival website and
supporting media.

www.wethepeoples.org.uk

Approach?

?? Creative design
?? Accessible content
?? SEO
?? Existing media assets
?? Distributable content

??A lot can be done for comparatively little

??Think strategically about how to best
integrate online applications and use of
online media into current campaign
activities

Digital?strategy?

?? New media is strengthening both charities
& political campaigns

?? Can’t simply bolt them on to existing
working practices and expect to engage
increasingly more media-savvy supporters

Integrated?approach?

?? Reach and engage where people are
?? Beyond websites
?? Push-pull approach to information
?? Channel mix – web, mobile, print

Thank?you!?
zoe@frontofmind.co.uk?

www.frontofmind.co.uk?

eCampaigning
on a
$hoe$tring

www.frontofmind.co.uk

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