social media campaigning - making links conference 2010

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Campaigning with Social Media Tim Norton Online Campaigns Co-ordinator Oxfam Australia [email protected] @norton_tim

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In November 2010 I gave a presentation at the Making Links conference on utilising social media for NGO campaigns.

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Page 1: Social media campaigning - Making Links conference 2010

Campaigning with Social Media

Tim NortonOnline Campaigns Co-ordinatorOxfam [email protected]@norton_tim

Page 2: Social media campaigning - Making Links conference 2010

Nestle Palm Oilwww.greenpeace.org/kitkat

Page 3: Social media campaigning - Making Links conference 2010

Nestle Palm Oilwww.greenpeace.org/kitkat

Page 4: Social media campaigning - Making Links conference 2010

Nestle Palm Oilwww.greenpeace.org/kitkat

Page 5: Social media campaigning - Making Links conference 2010

Vuvuzulas for BPwww.kickstarter.com/projects/752869858/vuvuzelas-for-bp

Page 6: Social media campaigning - Making Links conference 2010

Vuvuzulas for BPwww.kickstarter.com/projects/752869858/vuvuzelas-for-bp

Page 7: Social media campaigning - Making Links conference 2010

The Wishing Treewww.wishtoendpoverty.org.au

Page 8: Social media campaigning - Making Links conference 2010

The Wishing Treewww.wishtoendpoverty.org.au

Page 9: Social media campaigning - Making Links conference 2010

Greens Electionwww.greens.org.au

Page 10: Social media campaigning - Making Links conference 2010

Greens Electionwww.greens.org.au

Page 11: Social media campaigning - Making Links conference 2010

Greens Electionwww.greens.org.au

Page 12: Social media campaigning - Making Links conference 2010

Greens Electionwww.greens.org.au

Page 13: Social media campaigning - Making Links conference 2010

Behind the logowww.greenpeace.org.uk/logo

Page 14: Social media campaigning - Making Links conference 2010

Behind the logowww.greenpeace.org.uk/logo

Page 15: Social media campaigning - Making Links conference 2010

Behind the logowww.greenpeace.org.uk/logo

Page 16: Social media campaigning - Making Links conference 2010

Behind the logowww.greenpeace.org.uk/logo

Page 17: Social media campaigning - Making Links conference 2010

The Poverty Questionwww.makepovertyhistory.com.au

Page 18: Social media campaigning - Making Links conference 2010

The Poverty Questionwww.makepovertyhistory.com.au

@JuliaGillard - will you commit Australia's overseas aid spending to 0.7 percent of GNI this election? http://bit.ly/PovertyQtn #ausvotes

@TonyAbbotMHR - will you commit Australia's overseas aid spending to 0.7 percent of GNI this election? http://bit.ly/PovertyQtn #ausvotes

Page 19: Social media campaigning - Making Links conference 2010

The Poverty Questionwww.makepovertyhistory.com.au

Page 20: Social media campaigning - Making Links conference 2010

Keep Fear Alive

Page 21: Social media campaigning - Making Links conference 2010

Keep Fear Alive

Page 22: Social media campaigning - Making Links conference 2010

Main points

Social media is not a broadcast tool.It shouldn’t even be used as a communication tool – it’s a campaign tool.

Page 23: Social media campaigning - Making Links conference 2010

Main points

Social media is not a broadcast tool.It shouldn’t even be used as a communication tool – it’s a campaign tool.

Harnessing the power of the crowd is paramount.Especially the individual skills that exist within that crowd.

Page 24: Social media campaigning - Making Links conference 2010

Main points

Social media is not a broadcast tool.It shouldn’t even be used as a communication tool – it’s a campaign tool.

Harnessing the power of the crowd is paramount.Especially the individual skills that exist within that crowd.

We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring.You have to trust in the collective desire to be part of a movement – just try and spark the push.

Page 25: Social media campaigning - Making Links conference 2010

Main points

Social media is not a broadcast tool.It shouldn’t even be used as a communication tool – it’s a campaign tool.

Harnessing the power of the crowd is paramount.Especially the individual skills that exist within that crowd.

We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring.You have to trust in the collective desire to be part of a movement – just try and spark the push.

Allow individuals to take their own style of ownership over the campaign.Don’t force a particular involvement – provide the tools.

Page 26: Social media campaigning - Making Links conference 2010

Main points

Social media is not a broadcast tool.It shouldn’t even be used as a communication tool – it’s a campaign tool.

Harnessing the power of the crowd is paramount.Especially the individual skills that exist within that crowd.

We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring.You have to trust in the collective desire to be part of a movement – just try and spark the push.

Allow individuals to take their own style of ownership over the campaign.Don’t force a particular involvement – provide the tools.

Make it fun. See John McCain 2008 campaign for how NOT to do this.