Social media has emerged as a powerful communication channel to promote actions and raise social awareness. Initiatives through social media are being driven by NGOs to increase the scope and effectiveness of their campaigns. In this paper, we describe the DaTactic2 campaign, which is both an offline and online initiative supported by Oxfam Intermón devised to gather activists and NGOs practitioners and create awareness on the importance of the 2014 European Parliament election. We provide details regarding the background of the campaign, as well as the objectives, the strategies that have been implemented and an empirical evaluation of its performance through an analysis of the impact on Twitter. Our findings show the effectiveness of bringing together relevant actors in an offline event and the high value of creating multimedia content in order to increase the scope and virality of the campaign.

1. #DaTactic, Data with Tactics
Evaluation of a new format of online campaigning
for NGOs
City Labs Workshop - SocInfo 2014
Pablo Aragón (Barcelona Media), Saya Sauliere (Oxfam Intermón),
Rebeca Díez Escudero (Oxfam Intermón ), & Alberto Abellán (Oxfam Intermón )

3. Inform and outrage about
dismantlement of the
cooperation/development policy
#DaTactic
#LaAyudaImporta
Trending Topic
60% new audience
exogamous
39 politicians
participated to the #
Lack of narratives

4. #DaTactic2 - process
#OccupyEP2014
25M
19 May 22 May
COLLABORATIVE PREPARATION
NARRATIVE
RESEARCH
TRAINING
DATA
+NETWORK
Programs
Pools
# @
Articles
Absention
Repository
STRATEGY
#TTIPnoGracias
Rehearsal
Key Issue UE
DATAVIZ
Decrease the abstention forecast
of 70% and increase Spanish
citizen’s votes for the European
Elections
EP2014

5. RESEARCH + DATA + NETWORK
DATA+NETWORK
http://edipotrebol.es/eu-ciberaction
NARRATIVE
To provide information about:
 The importance of EP (after Lisbon treaty)
 The impact of the EU in our daily - (TTIP)
 The potential impact on two-party Spanish system
#DaTactic2 process
DATAVIZ

6. Evaluation : #DaTactic2 #OccupyEP2014
Trending Topic for 5 hours
at national level, and TT in
most Spanish location
2nd longest TT on this political
issue after #votandopodemos
2nd most important citizen SM
action on EP2014, after
#SiNoVotasEllosSeRien
Tweets with images are more
likely to be RT

7. Evaluation : #DaTactic2 #OccupyEP2014
Offline + Online
10,424 messages; (28% TWs, 72% RTs)
4.044 users ; 61 communities
The communities of users who participated in
the offline event exhibited a more cohesive
structure

8. Evaluation : #DaTactic2 #OccupyEP2014
Politician interpellation:
8 politicians responded
to interpellation (30%)
Allies: call for participation
through interpellation
- NGOs: 32 profiles were engaged – 53%
- Media: 11 profiles were engaged – 31%
- Journalists: 15 profiles were engaged – 25%

9. Conclusions
Communities of users who participated in the offine event
exhibited a more cohesive structure.
NGOs and networked social movements (e.g. 15M movement)
should be taken into account when online campaings are
launched.
Creating multimedia content increases online impacts
Although some politicians ignored the mentions a third
responded
NGOs, media and journalists are valuable actors to
increase the visibility and impact of online campaigns.
Asking them to join is successful if it is an issue that is of
interest

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12. Thank you
very much!
www.datactic.org
Most actives users in #OccupyEP2014