2. Who am I?
Who? Zoe Laycock
What? New Media Director
www.frontofmind.co.uk
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
4. A bit about you
What do you do online?
• General surfing
• News and current affairs
• Shopping
• eDemocracy/ eCampaigns
• Entertainment (videos/ music/ tv)
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
5. What are people doing?
People in the UK are spending
more and more time online…
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
7. ShiP in media consumpQon
More time spent online than watching TV
Europeans spend 14.3 hours online per week
Forrester – 2007
35m access internet via PCs
7.3m access internet via mobile phones
bbc.co.uk 25.11.08
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
8. New new media?
“people are shifting their attention from
conventional forms of new media, such
as websites, to newer forms, such as
YouTube video, photo blogs, podcasts and
social networks.”
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
9. What does this mean for
eCampaigning?
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
10. In the past
Getting the message out:
• Over-reliance on dreary direct mailouts
• Calls to journalists (trust relationship)
• Print-based campaigns
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
11. TradiQonal campaigns
• Volume fundraising
• Lasting awareness?
• Mobilising direct action?
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
12. Digital opportunity
Rich media and social media achieve:
• Engagement and interactivity
• Two-way conversation
• Presence in the places where people
are
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
13. So where are people?
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
14. Social media space
More people using social media to have their
say and for their voices to be heard.
Third Sector organisations must exploit
these mediums to create powerful
campaigns and more transparent
consultations.
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
15. Engagement
• Ongoing awareness
• Building donor/ supporter relationships
• Motivate and stimulate action
• Engagement and participation
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
16. What’s out there?
Cool stuff…
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
17. Kroo Bay project
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
18. Kroo Bay project
• Imaginative engagement project
• Microsite: Kroo Bay, Freetown, Sierra Leone
• Tells a story
• Local clinic (malaria, cholera, diphtheria and
diarrhoea)
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
19. Kroo Bay website
Donors can:
• Watch quot;webisodes”
• Read residents’ profiles
• Post messages for the residents on their
profile pages
• Watch the clinic renovation progress as
they donate money
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
20.
21.
22.
23. Not all interaction has to
be rich media dependent.
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
24. Blog JamiesBigVoice.com was set up
(2005) - authored by an ex-homeless
member of the public.
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
25. Blogging
JamiesBigVoice.com
Aim:
• Stimulate public debate
• Get attention of broadcasters/ journalists
The blog gained significant coverage in the
mainstream media and succeeded in
encouraging debate.
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
26. People use the internet to
communicate more.
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
27. CommunicaQon & collaboraQon tools
Closer relationships between:
• Supporters/donors and campaign groups
• donors and beneficiaries
Resulting in:
• Two-way conversation
• Involvement
Front of Mind Limited +44 (0)20 7291 3870 17‐18 Margaret Street, London W1W 8RP
36. We The Peoples Film FesQval
We were commissioned to design and
deliver the Festival website and
supporting media.
www.wethepeoples.org.uk
37. Approach
• Creative design
• Accessible content
• SEO
• Existing media assets
• Distributable content
38.
39.
40. • A lot can be done for comparatively little
• Think strategically about how to best
integrate online applications and use of
online media into current campaign
activities
41. Digital strategy
• New media is strengthening both charities
& political campaigns
• Can’t simply bolt them on to existing
working practices and expect to engage
increasingly more media-savvy supporters
42. Integrated approach
• Reach and engage where people are
• Beyond websites
• Push-pull approach to information
• Channel mix – web, mobile, print