Sue Fidler

Sue Fidler e-Campaigning

Sue Fidler Types of Campaigning Consultation Campaigning Tools How to..

Sue Fidler Consultation

Sue Fidler Consultation, is a process by which a groups input on matters affecting them is sought. Its main goals are in improving the efficiency, transparency and “public” involvement in projects or policies. It usually involves notification (to publicize the matter to be consulted on), consultation (a two-way flow of information and opinion) participation (involving groups in the drafting of policy)

Sue Fidler How does it work? Start a conversation or ask a question Invited members or public respond Discussion of issues between members Organisers collate information Present report to policy makers

Sue Fidler Why is it growing? declining Participation in traditional political involvement national/local government want to re-engage the public opportunity to involve stakeholders in response to issue develop relationship with stakeholders through interaction growth of the online audience who expect interaction

Sue Fidler E-Consultation

Sue Fidler Government loves the idea… parliament has commissioned over 25 online forums every major government department has its own tranche of consultative papers local government is following suit planning authorities, LEAs are all at it

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Sue Fidler Within our own organisations we can use consultation for: policy direction mission delivery of services change of direction

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Campaigning

Sue Fidler A campaign is intended to mobilize public support and use democratic tools such as lobbying in order to instigate social change.

Sue Fidler Uses of Campaigning.. single issue focus gaining a voice changing opinion changing behaviour collaborative opportunities community building community participation

Sue Fidler Benefits of e- Campaigning: online presence 24/7 365 beyond local into national and international cheap communication user generated content gives supporters a voice allows supporters to interact how and when they want

Sue Fidler

Tools

Sue Fidler

Before you think about the tools you might use… Think about who your audience are and where they are on the ‘activism’ ladder.

Sue Fidler

Things to think about for a new campaign: purpose objectives audience actions tools - which fit audience and actions!

Sue Fidler Websites 40 Million people have access in UK % of the UK population - 57% use the internet at least once a week - 60% use the internet daily - average 23 hours a week online – 50 days per year - 75% now have broadband Neilson/NetRatings 2007

Sue Fidler Websites 76 million websites 6 billion page 60% of UK population visit “trusted handful of sites” banking, shopping google, amazon, ebay, bbc, youtube, streetmap Neilson/NetRatings 2007

Sue Fidler cheap easy instant delivery instant response/reporting drives traffic to website builds relationships offers choice

Sue Fidler BUT… don’t use outlook or other desktop tool – you need broadcast system make sure it is compliant – DPA, unsubscribe make it clean and simple only ONE call to action (sequential not parallel) do you have the names, or where can you get them???

Sue Fidler

SMS message on posters, fliers, PR supporters text keyword to shortcode either text back with next steps text back with link to website or WAP cheap (£100 to set up 8p per outgoing SMS) gets right to audience young people and people on the move

Sue Fidler Image Gallery organisational or public held on website public can upload their own images usually moderated gives great visual or campaigning and issue

Sue Fidler

Discussion Forum/Chat Room online discussion, normally by thread/subject can be moderated or not can be open or closed can be web based or ed to participants allows user discussion within a subject free online software – yahoo, google, etc proprietary – sits on your site

Sue Fidler Blogs blogs (web – logs) are online journals/diaries updated on a regular basis personal story, message, rant some allow responses/comments public lists or private spaces free online versions proprietary – sit on your site RISK – if not moderated, you have to trust the blogger

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Podcast short audio file downloaded from website by user regular/automatic – daily or weekly download ad-hoc/manual – downloaded when user finds user needs listening software (itunes, doppler) creative software list

Sue Fidler Video or Vodcast short video film held on website literally ‘click to play’ offer broadband or dial up speeds compress video into small download no cost of distribution global availability 24/7

Sue Fidler Video or Vodcast Youtube is set to overtake the BBC as the most visited entertainment site 80% of UK internet population have initiated video streaming

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Community Sites online communities allow people to create a profile offer blogs, video, images, , forums networking individuals and groups Facebook, MySpace, Bebo

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How To…

Sue Fidler Before you start: do we need to campaign? what needs to change? how can we change it – is campaigning the right tool? can we raise the issue? > awareness > alignment > engagement > action who is your audience? where are they on this issue? > petition > MP> protest > rally

Sue Fidler Questions to ask: do you have an audience? do you have a subject? have you planned the process have you got the tools? have you got the resources? have you agreed terms? what level of transparency? how will you manage reporting?

Sue Fidler Questions to ask? do you have an audience? do you have a subject? have you planned the process have you got the tools? have you agreed terms? what level of Transparency? how will you manage reporting? WILL YOU ACT ON THE ANSWERS?

Sue Fidler Needs to be: clear message obvious call to action a range of activities petition Local Council, MP, PM meetings rallies volunteering

Sue Fidler Needs to be: targeted at your audience… younger audience – youtube, myspace, bebo etc middle aged – facebook, youtube, blogs older – sagazone, blogs

Sue Fidler In- or Ex-clusive? methods used physical barriers (e.g. inaccessibility of ICT) attitudinal barriers financial barriers language barriers cultural barriers

Sue Fidler What are the risks? government by-passing the voluntary sector bias of larger or richer audiences and organisations too many voices not enough planning lack of trust in the mechanism

Sue Fidler What are the risks? Moderation how much? how heavy? what rules? what resources? Brand management how will you manage critics? how will you monitor the web?

Sue Fidler Key points clear message – brand/title/images to the point - precise detailed explanations clear call to action report back on success

Sue Fidler Key areas to address get beyond the "usual suspects” choose appropriate tools for the audience all views can be included flexibility in how people can respond accessible information language used must be inclusive images must reflect diversity feedback to respondents

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