Mobilising Communities using Mobilising Communities using Web 2.0Web 2.0: : “Yes we can!”“Yes we can!”
Laban Bagui
Marlon Parker
Menu
• Background • Present our findings• Give you a feeling of what it is about
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Background
• Crime, poverty, abuses and low education issues• Need campaigning for education and mobilisation• Increasing popularity of mobile phone usage• Online Campaign using Web 2.0 for social calls as a
possible solution
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Research ProblemThere is a lack of understanding on how online campaign
works
Research Question
Aim of study
What guidelines should be considered in order to improve campaigning and mobilising citizens in communities for social calls using Web 2.0?
A set of guidelines for campaigning using Web 2.0
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Methodology
Qualitative approach• Case study: Barack
Obama’s “Yes we can” online campaign
• Literature review on Web 2.0 and Online Campaign
• Social media expert semi-structures interviews
• Critical areas of concern• Analysis, interpretation
and matching
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Marketing Campaign
• Marketing: 4Ps = Product + Price + Place + Promotion• Campaign: Promoting a product at a place for a price the
buyer is ready to pay for.• A marketing campaign uses very well mastered
techniques for spreading out a message using traditional media
• On Web 2.0 something usually goes wrong: Why and how?
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Web 2.0
• A trend on technology, people related activities and people.
• SOA, XP, Agile, Social network websites• Information and Communication• People empowerment• Social capital repository
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“Yes we can” e-strategy: Web 2.0 in the campaign
• Barack Obama won the web with:• 3 million online donors, • 6.5 million online donations adding up to more than $500
million, • more than 1 billion e-mails sent during the campaign, • 2 million profiles created on the My.BarackObama.com
social network website• Organized 200 000 offline events across the country
(BSD, 2008). 9
Area of concern
Expert1 Expert2 Expert3 Expert4
Goals Know the goals very well
Should be clear
Advertising Campaign as a conversation
Invite peopleBe responsive
Adjust the message to people
Be relevant
Provide Information
Use people language
Digital inclusion
Engage It’s all about conversation, engage to promote the cause, evangelise
Give people the voice
Get involve in the community
Foster community spirit
Bottom-up and user participation
Respect the space and don’t sway into areas
Measure Twitter searchGoogle analyticsNumber of
comments
Metrics on goalsMeasure on the goCost per person
Use web metrics and measures
Assess your goals
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Online campaign areas of concern
Areas of concernGoals, objectives, & mission
Targeting
Planning
Organising
Approach of advertising
Platform
Engage
Measure 11
Goals, objectives, & Mission
• Determine carefully the online campaign mission, goals, and objectives: they should be SMART (Simple, Attainable, Measurable, Realistic, Timely) and able to accommodate the conversation
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• Target the audience where it is or go online, according to your goals and objectives, on a one to one basis
Targeting
One to one targeting
Demographic information
Behaviour(+ Time of day)
Physical location
Fig1: online targeting Source: Plummer et al (2007:195)
74% of internet users, which is 55% of American voting-age population (Smith, 2009) were
the target of campaigners.
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Planning
• Go for a prudent stepped approach• Put your brand out there• Go to people• Make friends (Can build your own social network)• Build credibility and trust by adding to the community (Information, value adoption, help)
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Planning (continues …)
• Get into the conversation (Listen and talk) and learn while you are doing• Call for action (advocacy), gather people and suggest simple ways of taking actions (Organise action)• Let go of control• Prepare your online operation to scale • Keep track of every thing (Conversation, money, people, etc.)
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Organising• Choose a team that understands,
feels and participates in social networking
• Go for generation 2.0 people’ (Google generation, etc.)
• Identify influencers, and other supporters
• Gather them, encourage them to take action and tell them what to do
• Foster self expression, communication and interaction
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Organising for America
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Approach of advertising
• Conversation (Word of mouth)
• Engagement• Provide sound, useful and
relevant information to people
Did you hear about MJ murder ?
Gosh! Who’s MJ here? Let talk about
you and me …
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Platform
Use any platform where the audience can be met according to available resources (Social network websites, mobile devices, PCs, and other games)
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Engage
• Be authentic• Bring information and open the
conversation• Let go of control (Empower people)• Let people talk and listen and talk• Build a community around your
words • Use people voice to push your
words out (Evangelise)
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Measure
• Develop metrics to measure your goals and objectives
• Measure people satisfaction, your finance and your processes
• Use web metrics and measures (Sometimes free-like surveys, online analytics tools, etc.)
• Keep tracks of everything
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Conclusion• Campaigning online is understood here as using traditional marketing techniques infused with Web 2.0 values and principles: It’s all about “connecting”, “conversing ”, “Informing”, “engaging” and “evangelisation”, “
• President Barack Obama “yes we can” online campaign followed that framework and succeeded
• Yes, online campaigning can be efficient, measurable and even predictable;
• In the future: Web 3.0, the semantic web and personal assistant systems.
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Laban Bagui [email protected]
http://laban78.wordpress.com www.twitter.com/Labanbagui
Marlon Parker [email protected]
Faculty of Informatics and DesignCape Peninsula University of TechnologyCape TownSouth Africa
Me Ti Be Ma Yega/ Merci / Thank you/ Danke Shön / Dankie / Ngosi
Questions?
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