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