digital training
Post on 04-Jul-2015
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Objectives
• Increase understanding of digital media platforms and how they are used for campaigning.
• Share and learn from good practices on digital activism• Explore how to use digital media in our campaigning and advocacy work
How
• Presentation (1 Hour)• Group Exercise (1 Hour)• Sharing and Discussion (30 minutes)
What is a digital campaign?
Traditional Activism New Activism
Street protest/ boycotts, strikes, traditional forms of non-violent direct action
‘Hacktivism’ – Denial of Service Attacks
Occupations, leaflets, petitions, non-violent confrontation
Online protests, email campaigns, petitions, e-mobilization, viral online media
Lobbying members of parliament Blogging, online forums, email, online campaigns
Culture jamming/ “subvertising” Web spoofing and digital impersonation
Benefits/ Fundraisers Flash mobbing
Critics
• Keyboard activism
• Spam
• Culturally sensitive
How does it work?
Social media
What is social media?
Social media refers to online communication channels that facilitate interaction and media distribution between people. Unlike more traditional online channels, social media allows for participation, engagement and real-time feedback on the part of supporters and constituents.
Why is social media important to Oxfam India?
Three central goals:
• increase awareness of our brand and work
• advocacy and campaigning
• increase online and offline donations
Using the online space for advocacy
1. Awareness and public engagement
2. Organisation and Mobilization
3. Action / Reaction
Working online
• Plan, Focus Target
• “Hub your website”
• KISS
• React and respond in real time
• Build communities of collaboration
Which tools do I use?
Digital Snapshot of India
Digital Snapshot of India
Indian Social media Usage
Planning your campaign
• Break into groups
• What is a current campaign you are working on?
• Do you want to use digital tools to raise awareness, engagement, mobilize or create a change?
1. Choose a campaign goal/objective2. Shape the campaign3. Who can help us achieve the goal4. Who can influence them5. Who can we influence
What digital tools can help us make this possible?
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