Sue Fidler

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Sue Fidler sue_at_suefidler.com 07889
350285 www.suefidler.com
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e-Campaigning
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• Types of Campaigning
• Consultation
• Campaigning
• Tools
• How to..

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Consultation
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• Consultation, is a process by which a groups
  input on matters affecting them is sought.
• Its main goals are in improving the efficiency,
  transparency and public involvement in projects
  or policies.
• It usually involves
• notification (to publicize the matter to be
  consulted on),
• consultation (a two-way flow of information and
  opinion)
• participation (involving groups in the drafting
  of policy)

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How does it work? Start a conversation or ask a
question Invited members or public
respond Discussion of issues between
members Organisers collate information Present
report to policy makers
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• Why is it growing?
• declining Participation in traditional political
  involvement
• national/local government want to re-engage the
  public
• opportunity to involve stakeholders in response
  to issue
• develop relationship with stakeholders through
  interaction
• growth of the online audience who expect
  interaction

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E-Consultation
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• Government loves the idea
• parliament has commissioned over 25 online
  forums
• every major government department has its own
  tranche of consultative papers
• local government is following suit
• planning authorities, LEAs are all at it

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http//www.cabinetoffice.gov.uk/regulation/consult
ation/government/index.asp
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http//www.dfes.gov.uk/consultations/
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http//www.nif.co.uk/planningforreal
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• Within our own organisations we can use
  consultation for
• policy
• direction
• mission
• delivery of services
• change of direction

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http//www.epolitix.com/EN/
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http//www.CPRE.org.uk/
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Campaigning
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• A campaign is intended to mobilize public support
  and use democratic tools such as lobbying in
  order to instigate social change.

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• Uses of Campaigning..
• single issue focus
• gaining a voice
• changing opinion
• changing behaviour
• collaborative opportunities
• community building
• community participation

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• Benefits of e- Campaigning
• online presence
• 24/7 365
• beyond local into national and international
• cheap communication
• user generated content
• gives supporters a voice
• allows supporters to interact how and when they
  want

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Tools
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• Before you think about the tools you might use
• Think about who your audience are and where they
  are on the activism ladder.

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• Things to think about for a new campaign
• purpose
• objectives
• audience
• actions
• tools - which fit audience and actions!

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• Websites
• 40 Million people have access in UK - 66.4
  of the UK population - 57 use the internet
  at least once a week - 60 use the internet
  daily - average 23 hours a week online
  50 days per year - 75 now have broadband

Neilson/NetRatings 2007
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• Websites
• 76 million websites
• 6 billion page
• 60 of UK population visit trusted handful of
  sites
• banking, shopping
• google, amazon, ebay, bbc, youtube, streetmap

Neilson/NetRatings 2007
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• Email
• cheap
• easy
• instant delivery
• instant response/reporting
• drives traffic to website
• builds relationships
• offers choice

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• BUT
• dont use outlook or other desktop tool you
  need email broadcast system
• make sure it is compliant DPA, unsubscribe
• make it clean and simple
• only ONE call to action (sequential not
  parallel)
• do you have the names, or where can you get
  them???

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SMS

• message on posters, fliers, PR
• supporters text keyword to shortcode
• either
• text back with next steps
• text back with link to website or WAP
• cheap (100 to set up 8p per outgoing SMS)
• gets right to audience
• young people and people on the move

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• Image Gallery
• organisational or public
• held on website
• public can upload their own images
• usually moderated
• gives great visual or campaigning and issue

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• Discussion Forum/Chat Room
• online discussion, normally by thread/subject
• can be moderated or not
• can be open or closed
• can be web based or emailed to participants
• allows user discussion within a subject
• free online software yahoo, google, etc
• proprietary sits on your site

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• Blogs
• blogs (web logs) are online journals/diaries
• updated on a regular basis
• personal story, message, rant
• some allow responses/comments
• public lists or private spaces
• free online versions
• proprietary sit on your site
• RISK if not moderated, you have to trust the
  blogger

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• Podcast
• short audio file
• downloaded from website by user
• regular/automatic daily or weekly download
• ad-hoc/manual downloaded when user finds
• user needs listening software (itunes, doppler)
  http//www.podcastingnews.com/topics/Podcast_S
  oftware.html
• creative software list http//www.podcastingnews
  .com/topics/Podcasting_Software.html

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• Video or Vodcast
• short video film
• held on website
• literally click to play
• offer broadband or dial up speeds
• compress video into small download
• no cost of distribution
• global availability 24/7

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• Video or Vodcast
• Youtube is set to overtake the BBC as the most
  visited entertainment site
• 80 of UK internet population have initiated
  video streaming

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• Community Sites
• online communities
• allow people to create a profile
• offer blogs, video, images, email, forums
• networking individuals and groups
• Facebook, MySpace, Bebo

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How To
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• Before you start
• do we need to campaign?
• what needs to change?
• how can we change it is campaigning the right
  tool?
• can we raise the issue?
• gt awareness gt alignment gt engagement gt action
• who is your audience?
• where are they on this issue?
• gt petition gt email MPgt protest gt rally

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• Questions to ask
• do you have an audience?
• do you have a subject?
• have you planned the process
• have you got the tools?
• have you got the resources?
• have you agreed terms?
• what level of transparency?
• how will you manage reporting?

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• Questions to ask?
• do you have an audience?
• do you have a subject?
• have you planned the process
• have you got the tools?
• have you agreed terms?
• what level of Transparency?
• how will you manage reporting?
• WILL YOU ACT ON THE ANSWERS?

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• Needs to be
• clear message
• obvious call to action
• a range of activities
• petition
• email Local Council, MP, PM
• meetings
• rallies
• volunteering

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• Needs to be
• targeted at your audience
• younger audience youtube, myspace, bebo etc
• middle aged facebook, youtube, blogs
• older sagazone, blogs

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• In- or Ex-clusive?
• methods used
• physical barriers (e.g. inaccessibility of ICT)
• attitudinal barriers
• financial barriers
• language barriers
• cultural barriers

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• What are the risks?
• government by-passing the voluntary sector
• bias of larger or richer audiences and
  organisations
• too many voices
• not enough planning
• lack of trust in the mechanism

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• What are the risks?
• Moderation
• how much?
• how heavy?
• what rules?
• what resources?
• Brand management
• how will you manage critics?
• how will you monitor the web?

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• Key points
• clear message brand/title/images
• to the point - precise
• detailed explanations
• clear call to action
• report back on success

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Key areas to address get beyond the "usual
suspects choose appropriate tools for the
audience all views can be included
flexibility in how people can respond
accessible information language used must be
inclusive images must reflect diversity
feedback to respondents
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Sue Fidler sue_at_suefidler.com 07889
350285 www.suefidler.com