internet in-advocacy-work
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Internet in Advocacy WorkChris Raymaekers | IPHU-Kisumu | April 2010
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Useful features of the modern day web
Do I need a web presence?
Defining your web strategy
Composing an organizational website
Demo
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Blogs (3rd party hosted)
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Blogs (self hosted)
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3rd party hosted blogs
● Blogger, Wordpress, ...
● Free● Easy to use
Self hosted blogs● Stand-alone or hosted on organizational website
● Personal blog or campaign blog
● Cost for domain name & hosting
● Development
Watch
Blogs in Plain Eng
lish, a
fun video in
CommonCrafts Pla
in
English series.
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Syndication
Still confused? Wa
tch
RSS in Plain Englis
h, a
cool video explain
ing
RSS in, euh, plain
English
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Aggregation in Google Reader
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Aggregation in another website
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E-mail campaigns & petitions
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Surveys
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Wikis (online collaboration)
Watch
Wikis in Plain Engli
sh, a
fun video in
CommonCrafts Pla
in
English series.
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Connect to people
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● Social networking.– MySpace, Facebook, LinkedIn, ...
● Social bookmarking.– Delicious, Connotea, ...
● Social video/photo sharing.– Vimeo, YouTube, Flickr, Picassa, ...
Connect to people
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State of the artWeb = information source-> WEB 1.0
Web = participation platform-> WEB 2.0
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Useful features of the modern day web
Do I need a web presence?Defining your web strategy
Composing an organizational website
Demo
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Internet Usage WorldwideWorld Regions
Africa 991,002,342 4,514,400 86,217,900 9 5 1,810
Asia 3,808,070,503 114,304,000 764,435,900 20 42 569
Europe 803,850,858 105,096,093 425,773,571 53 24 305
Middle East 202,687,005 3,284,800 58,309,546 29 3 1,675
North America 340,831,831 108,096,800 259,561,000 76 14 140
Latin America/Caribbean 582,662,468 18,068,919 186,922,050 32 10 934
Oceania / Australia 34,700,201 7,620,480 21,110,490 61 1 177
WORLD TOTAL 6,767,805,208 360,985,492 1,802,330,457 27 100 399
Population( 2009 Est.)
Internet UsersDec/31, 2000
Internet Usage,Latest Data
% Population(Penetration)
Usage% of World
% Growth2000-2009
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Yes, you DO
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● Growing number of Internet users.– But beware of digital divide, choose
your target audience carefully.● Internet is cheap compared to other means of communication.
● State of the art FOSS technology makes it easy to create a web presence.
That's Why!
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Things 2 consider b4 u jump in
1)Define your objectives! Then choose the most appropriate technology
2)Be realistic! Balance the scope of your project with the available resources (money and men)
3)Use a phased approach! Start with the basics -> assess impact -> then add additional functionality
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Useful features of the modern day web
Do I need a web presence?
Defining your web strategyComposing an organizational website
Demo
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The Theory
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Four Phases
1)Plan it out based on the requirements.
2)Build it (or have it build).
3)Promote it.
4)Maintain it.
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1. Plan● Take an inventory of what you already have for a web presence
● Take an inventory of what the others are doing
● Define your top level requirements – what do you want to achieve?
● Define your target audience(s)● Assign responsibilities
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2. Build● Define content requirements
– content types, workflow, content management, ...
● Define functional requirements
– user management, transactional functions, ...● Develop information architecture
– blueprint of how the site is laid-out● Develop a creative design
– look and feel of the site
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Use a FOSS CMF!● Usage of a Content Management Framework reduces the time to build a site dramatically
● Most common functionality is available out-of-the-box
● Phased approach possible thanks to modular architecture
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3. Promote● Launch your site● Include URL in all your communication: brochures, letterheads, e-mail signatures, campaign materials, t-shirts, ...
● Search Engine registration and optimization● Affiliate marketing● Newsletters
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4. Maintain● Upload content● Monitor web statistics● Develop best practices based on user feedback and web statistics
● Apply CMS patches and updates
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Google Analytics
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The Facts(Based on my experiences as a volunteer for almost 2 years.)
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Challenges● Find somebody that takes on responsibility and who's dedicated to make it work
● Gathering the necessary input during plan & build phase
● Maintenance of the website (unlock the full potential)
● Promotion of the website
● Website not seen as part of overall advocacy and campaign effort
● Strategy for the longer term
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Remedies● Organization must be convinced of the added value of the website, so it gets the priority it needs/deserves
● Internet strategy must be integral part of the advocacy and campaign effort to unlock full potential
● Project must be planned and implemented in a professional way
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Intro
Useful features of the modern day web
Do I need a web presence?
Defining your web strategy
Composing an organizational website
Demo
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A few tips...
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*Website is the visiting card of your organization
● Present your organization as an active, dynamic movement
● Your vision/mission should be reflected through the website
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*Visitor will return if you grab his/her attention
● Design the site with the end user in mind: visual style, content, tone, ...
● Provide relevant content and resources
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*Get your audience involved
● Introduce Arouse -> Organize -> Mobilize elements into your website
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*->Arouse● Create interest in your cause by offering a variety of captivating content
● Highlight current activities● Provide background and analysis for 'advanced' users
● Blogs can add a personal touch
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*->Organize● Stimulate interactivity, actively pursue reactions and feedback from users
● Promote campaigns and call for volunteers
– Define role of the website in campaign concept
– Provide offering for people to join the campaign● Call for membership
– Develop and promote offering for members● E.g. rate/comment on content, newsletter for members, access to selected materials, membership of interest groups, ...
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*->Mobilize● Stimulate members to engage in interest groups. Groups provide the same functionality as e.g. Yahoogroups but are self hosted
● Interest groups can be created– For each chapter– To discuss a certain issue or subject– To prepare or manage a campaign
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Use a phased approach...
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1.- Basic Organizational website
?
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1.- Basic Organizational website
● Press Releases● News (write-ups, photo stories, video,...)● Resources● About Us● Contact Form● Campaigns?● Fundraising?
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2.- Add Interaction● Allow comments● Use polls/surveys● E-mail campaigns and online petitions● Interaction will require more resources for moderation and response
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3.- Build Community● Allow user accounts● Create added value for registered users
● Interest groups● Online collaboration● Blogs for members
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Intro
Useful features of the modern day web
Do I need a web presence?
Defining your web strategy
Composing an organizational website
Demo
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