Digital Campaigns - Full Deck

Trainers’ Slide DeckTrainers’ Slide Deck

Day 3:Day 3:Digital Digital

CampaignsCampaignsBy Mary By Mary

JoyceJoyce March 1, 2011March 1, 2011Beirut, LebanonBeirut, Lebanon

Images: awork.pl/Flickr (background), digital telepathy (circle)Images: awork.pl/Flickr (background), digital telepathy (circle)

Rules for Using This ContentRules for Using This ContentCreative Commons Attribution License | author: Mary JoyceCreative Commons Attribution License | author: Mary Joyce

Attribution – You must attribute the work to author Mary Joyce and to other creators when indicated in this slide deck. Attribution to IIE and US Department of

State is optional

Today’s AgendaToday’s Agenda

1. Key Terms2. Objectives 3. Communications Strategy4. Media Choices5. Final Exercise

Training TechniquesTraining Techniques

Paper Presentation(need easel or white board)

Slides (Powerpoint, Keynote)

Activities(small or full group)

Discussion

Video

(full group)

These symbols will be used throughout the slide deck to indicate training method.These symbols will be used throughout the slide deck to indicate training method.

What’s Your Cause?

Ice BreakerIce Breaker

Instructions: 1.Each participant writes down a cause on a piece of paper (half an 8x11 sheet or post-it). It could be something they are actively working on or just something they care about. 2.The pieces of paper are collected by the facilitator. 3.Facilitator randomly tapes a cause to each participant’s back.4.Participants walk around the room and, by asking each other questions about the cause, figure out what cause is written on their back. 5.At the end of the exercise, we go around in a circle and each person shares with the group the cause they had on their back. The person who wrote the cause then identifies themselves and explains why they care about it.

Key TermsKey Terms

Training MethodsTraining Methods

CampaignCampaign

StrategyStrategy

Strategy Strategy BasicsBasics

What is a campaign?

Strategy BasicsStrategy BasicsKey TermsKey Terms

Strategy BasicsStrategy BasicsKey TermsKey Terms

Election Campaign(USA, 2008)Campaign Against Street Harassment(Egypt, 2005)

Images: unknown, Egyptian Center for Women's Rights Images: unknown, Egyptian Center for Women's Rights

What are some other examples?

What is a campaign?

Strategy BasicsStrategy Basics

A campaign is a series of actions, taken during a specific time period, in order to achieve a defined goal.

Key TermsKey Terms

Video: The Story of Electronics

What are some campaigns that could be created around this issue?

Strategy BasicsStrategy BasicsKey TermsKey Terms

What is strategy?

Strategy BasicsStrategy BasicsKey TermsKey Terms

What would make these campaigns strategic?

Goal

action

action a

ction

action

What is the strategic connection between goals and actions?

Strategy BasicsStrategy BasicsKey TermsKey Terms

In a strategic campaign, all actions you takehelp you achieve your campaign goal.

Goalaction

action

action

action

Strategy BasicsStrategy BasicsKey TermsKey Terms

What is a strategy?

Strategy BasicsStrategy Basics

A strategy is a series of planned actions to help you achieve your goal.

Key TermsKey Terms

Trainers’ Reflection

Do you think it will be necessary to define “campaign” and “strategy” in your NGO trainings? If so, how would you do it?

Strategy BasicsStrategy BasicsKey TermsKey Terms

Strategy Strategy BasicsBasics

ObjectivesObjectivesLongtermLongtermMissionMission Short Short

TermTermGoals Goals

Training MethodsTraining Methods

Presentation: Beeatoona

Organizational presentation by local NGO Beeatoona (how they started, mission, resources, past and current projects)

Strategy BasicsStrategy Basics

ObjectivesObjectives

Discussion: Beeatoona

• What is Beeatoona’s mission?• What is one of their campaign goals?• How are Beeatoona’s campaign goals connected to the overall mission of the organization?

Strategy BasicsStrategy Basics

ObjectivesObjectives

What is the strategic connection between organizational mission and campaign goals?

Strategy BasicsStrategy Basics

ObjectivesObjectives

Organization

Mission

Campaign

Goal

Strategy BasicsStrategy Basics

ObjectivesObjectives

Campaign Campaign Campaign

Campaign Campaign

Campaign

The achievement of a campaign goal furthers the mission of the whole organization.

Mission

Image: adapted from Marshall Ganz

Trainers’ Reflection

Strategy BasicsStrategy Basics

ObjectivesObjectives

Do you think it will be necessary to define “campaign goal” and “organizational mission” in your NGO trainings? If so, how would you do it?

Strategy Strategy BasicsBasics

Communications Communications StrategyStrategy

AudienceAudience

ActionAction

MessageMessage

Training MethodsTraining Methods

ActionAudienceMessage

Communications StrategyCommunications StrategyStrategy BasicsStrategy Basics

Action

What needs to be done in order for you to achieve the goal of your campaign (can be multiple).

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Audience

The people who need to take action in order for you to achieve the goal of your campaign (can be multiple).

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Audience

How many audience types can you think of?

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

AudienceSupporters convince the target to take action.

Strategy BasicsStrategy Basics

Supporters Target

Communications StrategyCommunications Strategy

Audience•The target has the power to take the action that will allow you to achieve your goal. •The supporters have influence over the target.

Strategy BasicsStrategy Basics

influence power

Communications StrategyCommunications Strategy

Audience

How would you divide the audience groups previously mentioned among the categories supporters and targets? What category does media belong in?

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Where does the media fit in?

Communications StrategyCommunications StrategyStrategy BasicsStrategy Basics

Audience

Strategy BasicsStrategy Basics

Members of the media can help you deliver the message to a range of audiences.

Communications StrategyCommunications Strategy

Message

What convinces the audience to take action in order for you to achieve the goal of your campaign.

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Strong Messages

Hook (why pay attention) Outcome (what change will happen) Call to Action (request to make change happen)

Strategy BasicsStrategy Basics

Source: Beth Kanter

Communications StrategyCommunications Strategy

Strong Messages : e-Waste and Us

Hook : We techies are hurting the earth even as we do good work as trainers.Outcome : Do good work and do good for the earth.Call to Action : Buy less and for the longterm, fix instead of replace, recycle when you discard.

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Small Group Activity

Break into 3 groups according to country, each group picks a different Beeatoona audience and develops hook/outcome/call to action for their audience.

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

Images: Flickr/awork.pl (background), digital telepathy (circle)Images: Flickr/awork.pl (background), digital telepathy (circle)

Trainers’ Reflection

Do you think this action-audience- message framework applies in your country? What campaign example would you use in this module?

Strategy BasicsStrategy Basics

Communications StrategyCommunications Strategy

StrategyStrategyBasicsBasics

MediaMediaChoicesChoices

Training MethodsTraining Methods

Strategy BasicsStrategy Basics

MediaMedia

Strategy BasicsStrategy Basics

MediaMedia

When use Twitter, TV spot, a flyer?

Strategy BasicsStrategy Basics

MediaMedia

Digital Media Tools Blog Mobile Social NetworkInternet Social Network

VideoPhotos

Email List Mobile ApplicationSecurity Application

ExampleBlogger TwitterFacebookYouTubeFlickrGoogle Groups SMS

HTTPS

Small Group Activity

Pass out Social Media Cards to each group. Country groups decide which tools would be the best match for the communications strategy they developed in the previous exercise.

Strategy BasicsStrategy Basics

MediaMedia

+ Mohamad

Trainers’ Reflection

Would you use cards in your country? How might you change them?

Strategy BasicsStrategy Basics

MediaMedia

AdvancedAdvancedStrategyStrategy

NetworkedNetworkedCampaignsCampaigns

Training MethodsTraining Methods

NetworkedCampaign

•Include partner organizations and volunteers in capacity estimate (less $ needed)•Bring in allies (including free agents) early and listen to them•Include input of all staff and your most committed volunteers•Joy funerals / listen, learn, adapt•Share the credit•Whether campaign fails or succeeds, relationships created increase organizational capacity

FortressCampaign

•Rely on internal staff and contractors for capacity (more expensive)•Reach out to partners and volunteers after planning has ended, when asking them to do something•Only senior staff is included in planning, which is done with little transparency•Resistance to honest feedback, evaluation is pro-forma•All success or failure to your organization•Success and failure is a zero-sum game, since capacity has not increased

Strategy BasicsStrategy Basics

Networked CampaignsNetworked Campaigns

Trainers’ Reflection

How else can you tie together training topics across days?

Networked CampaignsNetworked CampaignsStrategy BasicsStrategy Basics

Strategy Strategy BasicsBasics

Final Final ExerciseExercise

Training MethodsTraining Methods

Evaluation: What to Measure?•Did we follow the plan?•Did audience receive message?•Did audience take action?•What platforms, messages, and allies were most/least successful in activating audience?•Is there audience feedback?•Any collateral benefits?

Strategy BasicsStrategy Basics

Final ExerciseFinal Exercise

How to Make an Action Plan Working Backwards

Goals > Milestones > Tasks

Strategy BasicsStrategy Basics

Final ExerciseFinal Exercise

Small Group Activity

Now the participants are divided into two groups. Their task is to combine the different audience plans into one complete media plan for the campaign, along with deadlines. Trainers pick winner.

Strategy BasicsStrategy Basics

Final ExerciseFinal Exercise

Trainers’ Reflection

On the sheet of paper, mark:• 1 module you will definitely use• 1 module you will use but change• 1 module you will not use• 1 new module

Strategy BasicsStrategy Basics

Final ExerciseFinal Exercise

Shokran!Shokran!

The EndThe End