Mobilising Communities Using Web 2.0

Mobilising Communities using Web 2.0 : “Yes we can!” Laban Bagui Marlon Parker

Menu Background Present our findings Give you a feeling of what it is about

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

Research Problem There 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

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

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?

Mobilising Communities Using Web 2.0

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

“ 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).

Area of concern Expert1 Expert2 Expert3 Expert4 Goals Know the goals very well Should be clear Advertising Campaign as a conversation Invite people Be 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 search Google analytics Number of comments Metrics on goals Measure on the go Cost per person Use web metrics and measures Assess your goals

Online campaign areas of concern Areas of concern Goals, objectives, & mission Targeting Planning Organising Approach of advertising Platform Engage Measure

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

Target the audience where it is or go online, according to your goals and objectives, on a one to one basis Targeting 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. One to one targeting Demographic information Behaviour (+ Time of day) Physical location

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)

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.)

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

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 …

Platform Use any platform where the audience can be met according to available resources (Social network websites, mobile devices, PCs, and other games)

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)

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

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.

Laban Bagui [email_address] http://laban78.wordpress.com www.twitter.com/Labanbagui Marlon Parker [email_address] Faculty of Informatics and Design Cape Peninsula University of Technology Cape Town South Africa Me Ti Be Ma Yega/ Merci / Thank you/ Danke Shön / Dankie / Ngosi Questions?

Mobilising Communities Using Web 2.0

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