communication 2.0 for youth medialab

2nd MEDIALAB Training Course Silla, 15th May 12

#youthmedialab #youthmedialabsilla

Campaigns at Internet

Communication 2.0

Source: informationactivism.org

How to make a campaign at communication 2.0

What is a campaign strategy?

- The existing situation- Who is affected (positively and negatively)- Resources, tactics and tools.

How to make a campaign at communication 2.0

#1 Common Vision

- Discuss and decide, as a group, what core problem your campaign seeks to address.- What would a world without this problem be like? - Imagine unlimited resources (money, power, etc).- Discuss the scope of your campaign: decide whether it has multiple components (sub-campaigns).

How to make a campaign at communication 2.0

#2 Campaign's Stakeholders

- Who creates the problem? Who is affected by it? How and why are these entities connected to one another?.- Place the stakeholders as follows:

● Vertical axis represents level of infl uence in achieving the goal of your objective from most influential (top) to least (bottom). ● Horizontal axis represents whether they are likely to oppose (left) or support (right) campaign.

How to make a campaign at communication 2.0

#3 From targets to tactics

a. Active allies: supportive and motivated to achieve your goals . Use mobilisation tactics .

b. Allies: may benefit from your success

c. Neutral parties: may not be involved or affected currently. Use educational, visualisation tactics.

d. Opponents: may suffer from your success . Use disruption, interference tactics

e. Active opponents: actively interfere with your

How to make a campaign at communication 2.0

Example: Plataforma Voluntariado España

- Wall Posts- Polls- Annotated links- Publish only one a day- Around 9.30 in the morning.- Found more interesting topics: intern.

volunteer, organizational change, etc..- Answer always, even the day

before or two days ago.- Social networks are like a bar: enjoy or

stay at home.

How to make a campaign at communication 2.0

Example: Plataforma Voluntariado España

- Say the truth: have you ever considered leaving your volunteering?

- If you were to choose, would you rather do voluntary national or international?

- Moussa, rapporteur for the Autumn School: "Volunteerism is complementary to social participation." Have you been to a strike this year?

- Continuing the theme of yesterday, do you think volunteering is, in some cases, a form of work for free?

- Is it okay to volunteer to get a job in an NGO?

- Do you think foreign volunteering is better than here?Source: http://bit.ly/wXk4cx

How to make a campaign at communication 2.0

Access to information

- Resources.- Tools

How to make a campaign at communication 2.0

Sources:

dondevanmisimpuestos.es

How to make a campaign at communication 2.0

Tools:

- Delicious- Google Reader- Evernote

How to make a campaign at communication 2.0

Tools:

- Gmail- Google Docs- Google Calendar- Google Drive- Dropbox

How to make a campaign at communication 2.0

Think creatively

1. Inspiration2. Innovation3. Perspective4. Ideas

How to make a campaign at communication 2.0

#1 Inspiration

Think about one campaign that changed the way you thought about an issue:

- Where you were when you first noticed the campaign action?- What the action did and what it achieved?- Why it was creative?- How they were inspired by it?

How to make a campaign at communication 2.0

#1 Inspiration

- Tactic: the approach you take to target a specific audience. Your tactic should appeal to that audience’s tastes, habits, interests and value systems. Tactics may include humour to appeal to a young audience.- Format: the medium or context of a campaign or action; for example: street theatre, comic strip, video documentary, radio programme, blog, social network site group.

How to make a campaign at communication 2.0

#2 Innovation

Thinking outside the box:

For example, if you are working on a climate change campaign, ask one person to assume the perspective of a polar bear or of an ocean.

How to make a campaign at communication 2.0

#3 Perspective

For example, if you were working on climate change in India, you might include ‘rural young person’, ‘wealthy elite family in capital city’, ‘environmental policy-maker’, ‘environmental NGO’, ‘school children’ and ‘polluting industry CEO’.

How to make a campaign at communication 2.0

#4 Ideas

Divide participants into two groups, called ‘exaggerate’ and ‘downplay’. Ask the fi rst group to come up with positive, fantastic, naïve, surreal ideas for a campaign message and ask the second to come up with subtle and pessimistic ones.

How to make a campaign at communication 2.0

Campaign analytics

-Webs- Facebook- Twitter

How to make a campaign at communication 2.0

Campaign analytics

1. FB Analytics2. Hashtags3. Socialbro4. Feedburner

How to make a campaign at communication 2.0

Campaign analytics

Google Tools:1. Google Analytics2. Google Insights3. Google Alerts4. Google AdWords

Google Insights

Google AdWords

How to make a campaign at communication 2.0

Mailchimp

informationactivism.org

Juan Ángel Conca

@jaconca

jaconca@gmail.com

@youthmedialab

www.youthmedialab.eu