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Building a Campaign with Online and Visual Media

Building a Campaign with Online and Visual Media. Take Action Campaign. A Campaign to Inspire Specific, Targeted Actions: Donating money, letters to newspaper, blog mentions, petitions, Facebook likes, tweets, community screenings, home screenings,

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Building a Campaign with Online and Visual Media

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  1. Building a Campaign withOnline and Visual Media

  2. Take Action Campaign • A Campaign to Inspire Specific, Targeted Actions: • Donating money, letters to newspaper, blog mentions, petitions, Facebook likes, tweets, community screenings, home screenings, • Timed outline for impact – fundraising goal, election, legislation change, etc • Example: Organize 1000 letters to representative on particular issue

  3. Community Engagement Campaign • Long term effort - Build strong relationships with existing advocates and supplement their work • More difficult to measure impact – behavioral change (climate change), attitudes about immigrants, etc • Example: Series of screenings/discussions on gun violence

  4. A Small Idea: NicaHOPE

  5. A Small Idea: It Gets Better • Response to suicides of gay teenagers • Inspired user participation – fostering a digital conversation that also serves as the website content

  6. User Participation

  7. Networking!!! • Network with organizations early! • Organizations with similar goals that could help spread your message, sponsor events, provide expertise, etc. • After the fact, network with teacher’s groups, etc to get your message and material out there!

  8. Build a Website • Get web help, if needed, or have a friend donate time • Websites build a community before an initial release • Website also allows for participation from the community – not top down, but collaborative • Not only online though – older people don’t have internet, and reaching them requires traditional outreach and education

  9. Build a Website • Websites include: • Factual information • Links to organizations working on the issues • Concrete ways to get involved • A forum to share and build a conversation • A place to receive e-mails/Facebook/tweets/etc

  10. Building Community • Build a community and activate/direct that community • Events should be multifaceted – think a screening with music, discussion with an organization, along with a contest that collects e-mail addresses, facebook friends, etc • Collect Information – Everything expands your e-mail list and Facebook Friends!

  11. Why Visual Media? • Visual media as part of a “campaign” to expand audience and reach • Film and media can serve as a starting point for discussion, behavioral change, social change • Websites serve as focal point to connect communities and provide legitimacy

  12. Your Options • You can use exiting material, partner with a filmmaker, or create your own media content • Advantages of Your Own: Quick and Easy, Create a lot of content • Disadvantages: Less professional quality, not enough time to create long-form story

  13. Planning the Campaign • What is the issue? • Clear Goals • Specific Plan/Timeline • Appropriate Partnerships • Expertise and Resources

  14. Case Study: Obama 2008 • Small, passionate group • Reach out, through e-mail and traditional means, to “create the database” • 17 million cell numbers/e-mails – communication with the campaign • Participate – create your own events, part of the campaign • Competitions to collect numbers • http://www.barackobama.com

  15. Educate and Change Behavior:No Impact Man and An Inconvenient Truth • Films paired with education, along with steps people can take to reduce carbon footprint • Political and behavioral

  16. Starting a Conversation: I Am Norm • Youth led – nationwide “inclusion campaign” • Changing minds, nothing targeted – PR campaign • Funny, off-beat YouTube videos paired with educational handbooks, discussion guides

  17. Starting a Conversation: Beyond Beats & Rhymes • A series of screenings in targeted African-American communities • Starting a conversation, making people think differently about what they accept everyday • What are the targeted outcomes?

  18. Brave New Films • Short Films, used to organize community • Email blasts with multiple links • “Home Screenings” and maps with others

  19. Online Tools

  20. Build Your Own Website

  21. Fill Your Website with Content • Prezi • Graphs • Timeline • Maps • YouTube • Flickr

  22. Make Your Own Film

  23. Publish Your Own Book • Lulu: Print and E-Books • Smashwords • You bring your Word file and cover image, upload it into the company's "meatgrinder" tool, and you create your e-book in just about every format you'd want. • Scribd • CreateaPDF of your book with the cover image embedded in the first page of the PDF and upload the PDF to Scribd. • Amazon Digital Text Platform • Create your own cover via MobipocketeBook Creator or Calibre

  24. Release Your Own CD

  25. Additional Reading • http://www.thefledglingfund.org/media/pdf/ImpactPaper.pdf • http://www.centerforsocialmedia.org/sites/default/files/docs_on_a_mission.pdf

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