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An upcoming election
First steps – some assumptions > decisions
• Social media is where most action and amplification will occur.
• If we’re to be ‘social’ we must be approachable and open.
• Resources should be split roughly 60/20/20 between SM/Web/Email
• Website for background & comment, Facebook for day to day action
• Email – layered: monthly, weekly, daily options
Most of our effort centred on ‘how’ (new) not ‘what’ (established) we say.
The persona
A style to help us remain consistent and approachable through the
peaks and troughs of the campaign. Be “Robin Hood”. Be yourself. But
remember: it’s by you not about you.
• Keep your distance – remember what it was like to not understand it!
• Start with the people, not the politics. Where are they at?
• “Ask” people more; “tell” them less.
• Trust, respect and support the public; don’t just “use” them.
• Value the quality of actions, not only quantity.
• Tell the truth.
Can a supporter answer ‘yes’ to the following:
• Do I understand this? (i.e. avoid jargon)
• Is the tone neutral? (i.e. don’t tell me what to think, but let me judge)
• Can I see the link between this activity and poverty and suffering?
• Do I know what will happen next if I take part in this activity?
• Am I listened to?
Facebook
Roughly 2 hours per day
moderating, monitoring and talking
here. Some observations:
It pays to put the hours in. People
appreciate the effort and recognise how
their engagement is valued.
Don’t be afraid to just say ‘thanks’.
Post regularly – gives immediate sense
of momentum and energy.
Not too regularly. 1 update per day max.
Always report back results.
Identify supporter advocates. Respect them. Generally treat them like royalty –
they embody the best of everything else said here, and more.
Managing discussion
Don’t be tempted onto opposition
territory. Stay focused on benefits
and viability. Use web links to further
detail to help keep focus on the of the
core idea.
Laugh at insults.
Technical discussion in specified
places only.
Remove only as a last resort. Much
better to ‘report’ abuse and let
someone else decide.
Swearing is okay if it communicates
something. Insults and hate are not.
The campaign as the story
Work closely with press officers
and share all data and stats with
them.
The Goldman Sachs vote-rigging story
was an example of this. We saw the
‘no’ votes coming in but it was the
press team who asked the geeks to
trace them.
We also got a lot of coverage for our
simple story about having more
Facebook fans than all the UK’s political
parties combined.
The media pros saw the potential in
both stories.
Challenges
How do we turn online activity into offline action?
How do we keep the momentum going?
Engagement work is time consuming and requires skill and experience.
Do we have the people and time in the medium and long term?
Clarity. Every step forward has the potential to involve deeper and deeper
discussion. Is our core message still simple and do we have the discipline
to stick to it?
Keeping our distance. Are we able to step back from the minutiae and see
the big picture?
Where we are now