blogging for change
DESCRIPTION
Sam Strudwick and Ben Clowney, Amnesty International UK CharityComms Digital Comms on a shoestring conference www.charitycomms.org.uk/eventsTRANSCRIPT
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Sara Ashton
Amnesty International
Bloggingan introduction
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Why blogging matters?
More intimate relationships
that brings you closer to
your customer and builds
affinity with your brand
Photo mindluge on Flickr
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Why blogging matters?
Cost effective
tool you can
use to reach
influencers
who will
recommend
you to others
Photo makelessnoise on Flickr
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Why blogging matters?
Blogs spread news
They can give your
message wider momentum
– a blog is never
yesterday’s chip paper
Wider comment
opportunities for us and
others
Photo by Stacy Lynn Baum on Flickr
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But before we start…
Blogging for the sake
of blogging will bring
no value
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Let’s start here…
You are
unique
Photo by HAMED MASOUMI on Flickr
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126 million
blogs
Let’s start here…
That’s a lot of noise
How are you different?
Photo by Port of San Diego on Flickr
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Find
your
voice
Getting started
Photo by dboy on Flickr
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Write about the
things you’re
passionate about
Be clear and
consistent in your
communication
Getting started: Write
Photo by hummyhummy on Flickr
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Getting started: Invest
Your community will only
be as good as the amount
of effort you put in
Get involved
Photo by OnTask on Flickr
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Getting started: Listen
Don’t broadcast.
You don’t have to
respond to every
comment but it is
about listening and
facilitating
Photo by Tonamel on Flickr
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Getting started: Ask their opinion
You don’t need to
provide all the
answers but give
your community
something to think
about
Photo by Monica’s Dad on Flickr
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Getting started: Have opinions yourself
Don’t just report:
Have an opinion
and seek it
from others
Photo by cameronparkins on Flickr
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Getting started: Experiment
Don’t be afraid to
evolve
Try new things:
Live blogging
Guest blogs
Photos
Video
Photo from The Library of Congress on Flickr
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Blogger outreach
Build your network
Find bloggers and
connect
Comment on their
posts, use trackbacks,
have a blogroll and
feature bloggers in
your posts
Photo by Life in LDN on Flickr
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Blogging should be part of an integrated web strategy
Beyond blogging
Insert images of Amnesty on other networks
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Maintaining a high quality blog
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We used a blog post to launch the campaign
Staged a ‘tweet mob’ to draw attention to the number of women facing violence in Britain each year.
At 1:10pm on Friday 6th March around 3000 people tweeted: ‘Each year around 1 in 10 women
experience rape or other violence. Act now: oneten.org.uk’
Amnesty case study: International Women’s Day
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Amnesty case study: Shaming Shell
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Moderation
Develop your
house rules
Maintain a light touch,
your community will
often self moderate
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Measurement
Keep an eye on your
stats, work out which
posts are popular and
why
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Building a blog
Comment on their
posts, use trackbacks,
have a blogroll and
feature bloggers in
your posts
You can be up and
running within ten
minutes on
Wordpress or Tumblr
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Finally…
It’s not about the blog it’s
about the experience
you create
People talk about a unique
blog and share it with
their friends
A good experience builds
affinity and keeps them
coming back for more
Photo by Plastic_Bat on Flickr
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Any questions?
Photo by Experience Reality on Flickr