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The Age of Digital Campaigning“Social media as a medium for connecting, organizing
and communicating is powering and spreading democracy far better than billions of dollars” (7)
Photo source: Pixabay “Keyboard” by ataata
Social media provides a medium for people to express themselves independently, and yet find community who share their thoughts.
Social media provides a platform for people to express themselves independently, and yet find a community in which to connect with. (7)
Photo source: Pixabay “Fists” by ClkerFreeVectorImages
“that can educate, heal and provoke change by sheer strength of vocal numbers”(7)
Digital media has created a
“Hashtag Unity”
Photo source: Pixabay “Hashtag” by irfanahmad_1989
Millennial’s engagement and acceptance of digital media has created a generation of
“Clicktivism”the use of digital media for facilitating social change and activism (6)
Photo source: Pixabay “Office Keyboard” by Unsplash
“Some have argued this minimizes people's perception of activism to a mere click, giving people a shallow sense of participation with no incentive to take further action”. (8)
Photo source: Flickr “Women’s Liberation” by Leffler
“The lazy web eco-system makes it easy to support a cause without being productive”(4)
Photo source: Pixabay “Female typing” by Stokpic
This behavior has created a culture filled with “Slacktavists”
Which describe the Millennials’ preference towards digital advocacy rather than “hitting the pavement”. (4)
Photo source: Pixabay “Digital Tree” by geralt
ProblemThis new
behaviour of online support
sites have created an
opportunity for individuals to
possess an “impression of
support” (3)
I will help,I have
liked the Facebook
page!
I will help,I have
just tweeted about it!
Photo source: Pixabay “Iphones” by zulubo and Pixabay “Person Silhouettes” by geralt
“Most social media campaigns fail because fundraising
committees do not realize that social media is simply a
communication channel, not the content of the
communication itself” (9) Photo source: Pixabay “computer” by FirmBee
Organizations must learn that to succeed in prolonging engagement it is not enough to “launch a hashtag or video and hope it
goes viral” (2)
Photo source: Pixabay “Entrepreneur” by geralt
They must tie their user’s online actions to “specific, on-going, and detailed outcomes” (4)
Photo source: Pixabay “Plan and Execute” by geralt
1. “Present the campaign message from an
outsider’s perspective”
2. A Thought Experiment
3. Decentralise social networking
4. Effective blueprint for sustainable
operation
An organizations’ success lies in its Digital Offering (1)
Photo source: Pixabay “organization” by geratl
1. “Present the campaign message from an outsider’s perspective”
To create a mainstream message, it must be accepted by a wide variety of individuals whose
interests are highlighted among the cause
Using accessible and inclusive vocabulary will help engage new audiences and create new stakeholders
(1)
(1)
Photo source: Pixabay “Building” by Unsplah
2. A Thought Experiment
• Market the campaign using different methods to expose the message to different demographics
• Allow the audience to interpret their own message
(1)
(1)
Photo source: Pixabay “Speakers” by geralt
3. Decentralise social
networking
• Or create one single voice via main website
• Use Research tags to find the best keywords for your brand
(10)
• Use various social media sites to create
multiple points of contact (1)
(1)
Photo source: Pixabay “Wordpress” by pixelcreatures
4. Effective blueprint for sustainable operation
Allows the development of “organic relationships” with social media (1)
Photo source: Pixabay “Webdesign” by FrimBee
To further maximize user engagement, organizations should invest in Social Good App development.
The creation of free online games engages supporters to play and turn their points into
monetary donations (6)
Photo source: Pixabay “Startup” by StartupStockphotos
‘One Today’ an app that shares
information about non-profits to allow you to make
micro-donations (11)
Your donations can be matched by your
social media friends. This can generate
peer-to-peer encouragement
solicitation through individual networks.
(5)
Photo source: Pixabay “Donate” by angiechaoticcrooks0
The advantages to developing Social Good Apps is that it helps brands, like Toyota, integrate
philanthropy and gaming into their media strategy (6)
Photo source: Pixabay “Female Computer” by PublicDomainPictures
The greatest strength of social media is its ability to raise international awareness for causes on an unprecedented
scale.
Photo source: Pixabay “Executive Connection” by geralt
With 71% of Millennials going online to discuss what is on their mind, (3)
organizations are able to unlock their most
successful campaigns through using
Digital media Photo source: Pixabay “Social Media via Mobile” by FirmBee
Work Cited1. Adhikari, Abhay. April 5, 2012. “How charities can use social media for digital campaigning.” The Guardian. 2. Keilberger, Craig and Mark. April 10, 2012. “A click is not enough to have impact on world.” Canoe.com. 3. Stern, Caryl. March 31, 2015. “In Praise of Clicktivism.” Huffington Post.4. Faw, Larissa. October 23, 2012. “Are Millennials Lazy or Avant-Garde Social Activist?” Forbes. 5. Castillo, Marc. Petrie, Ragan. Wardell, Clarence. March 11, 2013. “Fundraising through online social networks: A field experiment on peer-to-peer solicitation.” Journal of Public Economics. 6. Swallow, Erica. March 23, 2013. “How Social Games are Changing the World.” Forbes. 7. Shurma, Ritu. November 12, 2014. “Social Media as a Formidable Force for Change.” Huffington Post.8. Flaim, Javier. November 26, 2013. “The Grey Area of Clicktivism.” Huffington Post.9. Dearborn, Edwin. November 12, 2013. “How to Create An Effective Social Media Campaign For a Non-profit Organization.” Nonprofit Information. 10. Rampton, John. June 6, 2014. “How Image Tagging Can Help Your Brand’s social Media Marketing.” Forbes. 11. Gilpin, Lyndsey. June 24, 2014. “Photos: 12 empowering apps to help you do social good.” Tech Republic.