online campaigning for · 2014. 7. 18. · online campaigning. the vizualization of clusters and...

Marko Gregović

VUT, 16.6.2014.

(ONLINE) CAMPAIGNING FOR

BETTER TRANSPORTATION

Learn about campaigning conceptsFind out about campaigning in “little Vienna”

–

Zagreb

Hear about the best practices for (online)

campaigningThink about what you can do to improve your city

TODAY

What is there to improve?

VIENNA

Ideal for bicycles

ZAGREB

Police protects the cyclists

ZAGREB

Integrated transport

ZAGREB

Cyclists are plant-

huggers

ZAGREB

Officially ≈250km of cycling paths –

but they meassure them twice!Existing paths of exceptionally low quality –

discontinous,

with bumps,

randomLow quality of parkingNo public bicyclesLack of public conciousness of the problems of

cyclists

ZAGREB - 2011

CAMPAIGNING ASSUMPTIONS

CENTRAL CYCLING CAMPAIGNING ASSUMPTION

CENTRAL CYCLING CAMPAIGNING ASSUMPTION

CENTRAL CYCLING CAMPAIGNING ASSUMPTION

OBJECTIVES

Facebook audience increaseCyclists’

movement

Bike festivalPedestrian crossingFix the streetChange the lawOne bicycle per child in the worldUN’s year of the bicycle

1970s

AMSTERDAM PROTESTS

2011

CRITICAL MASS ZAGREB

WHAT DOES VIENNA NEED?

WHAT DOES VIENNA NEED?

Wider paths?Cyclists observing rules?More cycling festivals?More parking spaces for bikes?Less space for cars?Less smog?Right of way for cyclists on the Ring?

RESOURCES

Facebook audienceVolunteersExpertsMediaParents

/ Family

FriendsSound system

Resource #1

SOUND SYSTEM

ACTIVITIES

Facebook audience engagement

Critical mass

Bicycle festival

Demonstration

Petition

Letter writing

Reporting

We are all in this together.

ONLINE WARNING SYSTEM

CAMPAIGN TRIANGLE*

*Adapted from Chris Rose

Slacktivism /

Clicktivism

BEWARE

“Everyone is on the Facebook”

ONLINE CAMPAIGNING

Campaigning through a different medium It is still campaigning –

we still have objectives,

resources,

activities

Integral part of the wider campaignThe advantage:

cheap,

we control the message and

some additional advantages

ONLINE CAMPAIGNING

The vizualization of clusters and nodes

SOCIAL NETWORKS

HIEARCHY OF ONLINE CAMPAIGN

SOCIAL MEDIA

Integral part of the online campaignUnfortunately,

it can be a full time job

Should be taken seriously

You should not attempt to be present on every social media in the Universe

WHAT CAN YOU USE IT FOR?

WHAT CAN YOU USE IT FOR?

WHAT KIND OF CONTENT?

“Forever young”

SOFT MESSAGES

Biking can save 400

million dollars.

Zagreb should follow Portland’s example.

HARD MESSAGES

ONLINE /

CAMPAIGN RULES

What works better?QUIZ TIME

WHAT WORKS BETTER?

Option 1 Option 2

WHAT WORKS BETTER?

The cops are stopping cyclists on the Ring again.

It’s time to give cyclists a priority.

The cops are stopping cyclists on the Ring again.

Option 1

•

Press like if you don’t like bicycle thieves

Option 2

WHAT WORKS BETTER?

We hate bicycles thieves.Except Bill Murray.He is awesome.

ONLINE COMMUNITY

OFFLINE COMMUNITY

OTHER COMMUNITIES

The group campaigning without visible success is likely to soon disintegrate or become isolated Important to achieve something visible,

no matter

how small it is

AND THE SUCCESSES...

Took more than 20

years to level this crossing

SMALL VICTORIES

Spreading slowly

ZONE 30

The path to hell is paved with good intentions.

TINY BIKE FRIENDLY

It took years to realize that the simplest solutions are often the best.

KISS

Identify

PROBLEM

Imagine -

or use Photoshop

SOLUTION

Changes

REALITY

In Zagreb -

just a photo manipulation

PUBLIC BICYCLE

3

years later –

an imperfect reality

PUBLIC BICYCLE

The problem...

Imagine a solution...

Thank you

Marko Gregovićmarko.gregovic@gmail.com

@grexovic