UNA-USA Online Strategy

Maximizing the potential of unausa.org

Ben Fortney4/4/2008

Online Economics

• “The web is all about scale, finding ways to attract the most users for centralized resources, spreading costs over larger audiences as the technology becomes more capable.”

Chris Anderson (Wired Magazine)

Business Strategy

• ‘What am I selling & who am I selling to?– Our business is not selling product or services in

exchange for money• In the business of giving and receiving

– Not zero sum economics, positive sum. » We give and ask for nothing in return

– Objective is to engage the audience• So that they feel compelled to contribute.

– Money – Time – Ideas - Conversations

– In return what do we give them?• Opportunity & Authenticity

– actively contribute to a cause

– connection to an established / reputable organization

Commodity

• UNA's #1 asset is authenticity / reputation

• Website Objective: – Leverage our reputation in the online environment

• “The medium is the message” – M. McLuhan– Active online presence confers a vibrant, “modern” image

– Right now it's static: “click – read – leave”

– How to leverage?• Solidify existing relationships• Create new relationships

– UNA becomes a part of their ‘identity’» Move from ‘something people do’ to ‘something they are’» Not “I’m a supporter of UNA” – “I am UNA”

Application of our capital

• We must utilize our commodities– Authenticity & Reputation

• Give away in return for the audience's contribution

• Example:– Amb.’s Iran proposal should be invitation to discussion

• Section for comments, feedback, dialogue, polls– Produces intimate connection with reader

» Personal investment of time & ideas

• Adds value to UNA as a resource– Become the center for UN-US relations

– Call to action, petition, donate, discuss with others • Ultimately join as a member.

Reaping Rewards

• UNA Profits from feedback– Immediate & direct– Learning from user to become more effective

• Direct connection places us ahead of the curve• What campaigns draw attention?• Which ads attract interest?• Where are public concerns moving to?

• “…uninhibited discussion, thus allowing sincerity in the process.”

• Manuel Castells, 2000

Online Economics

• Free content / Gift economy– Long tail theory

• 100 1’s = 1 100

• Multimedia. – Everything should be available at all times.

• Policy briefings for the public. • Live blogs • Press pics publicized, linked every morning• Audio and video from MUN. Sec.-Gen. speeches.

– 70 year old policy wonk and a 15 year old MUN student have the UN at their finger tips and might even have a discussion

– Make contact online, participate in real world events

Strategy to succeed

• How to do this? – Solid base

• Opportunity to build from the ground up• Unified voice in the web design

– Consolidate existing resources

– Provide the platform» All the programs to gain from the site - crosspollination

• Bundle our services– Publications subscription

• Curriculum, Newsletter, Interdependent

• Link different segments– 4 Quarters of focus

Networks

• Connect UNA to the ‘outside’– Audience already integrated in & familiar with network

• We plug into that network– Offering more to existing members

– Drawing in new audience

• Networks mutually confer legitimacy, pool authority and respectability in a positive-sum manner

– Disseminating, reinforcing, legitimizing our message

• Social sites / political sites– No cost, simply time spent making the connection– Postmodern idea of self:

• shared ideals • not shared identity

Networks

• By adding their own presence, every user is contributing something to the collective knowledge accessible to those already on-line.

– Richard Barbrook -Westminster University

• Users will use the resources available and may find ideas we haven’t thought of yet– Cathedral & Bazaar– Gift Society

• Crowd Sourcing – User Generated– “We is smarter than me”– Solicit contributions

• Stimulus is needed

Strategy to Expand

• Can't do it solely in house– Use outside resources

• Cafe press• Flikr, YouTube, del.icio.us, print on demand • Google maps of UNA projects

– All outside accessible

• Best for non-profit, all free– All offer scalability

• Infinite expansion without having to spend more $

Internal

• Unified strategy– Harmony of message between departments

• Point person for web/graphics in each department

– Visual unity as well• Consistent branding across all campaigns

• Blogs, Calenders internal and external– Free form discussion

• Wisdom of the Crowd

• Resources we have– Editors, writers, researchers– Need tech/design

Conclusion

• We’re gaining the technical abilities– Needs to be focused in the right direction

• We have the authenticity

• We have the audience– We need to leverage now or we'll be overtaken by

another org which doesn't have either but is more adaptable

– Online environment continually reshaping• Respond to changes rather than regulate• Have to innovate, some ideas may fail others flourish, can't

be scared to try