Presentation used at Second MEDIALAB Training Course celebrated in Silla. May 2012.

1. #youthmedialab #youthmedialabsilla
2nd MEDIALAB
Training Course
Silla, 15th May 12

2. Campaigns at Internet
Communication 2.0
Source: informationactivism.org

3. How to make a campaign
at communication 2.0
What is a campaign strategy?
- The existing situation
- Who is affected (positively
and negatively)
- Resources, tactics and tools.

4. How to make a campaign
at communication 2.0
#1 Common Vision
- Discuss and decide, as a group, what
core problem your campaign seeks to
address.
- What would a world without this
problem be like?
- Imagine unlimited resources (money,
power, etc).
- Discuss the scope of your campaign:
decide whether it has multiple
components (sub-campaigns).

5. How to make a campaign
at communication 2.0
#2 Campaign's Stakeholders
- Who creates the problem? Who is
affected by it? How and why are these
entities connected to one another?.
- Place the stakeholders as follows:
● Vertical axis represents level of
infl uence in achieving the goal of
your objective from most
influential (top) to least (bottom).
● Horizontal axis represents
whether they are likely to oppose
(left) or support (right) campaign.

6. How to make a campaign
at communication 2.0
#3 From targets to tactics
a. Active allies: supportive and
motivated to achieve your goals .
Use mobilisation tactics .
b. Allies: may benefit from your
success
c. Neutral parties: may not be involved
or affected currently. Use
educational, visualisation tactics.
d. Opponents: may suffer from your
success . Use disruption,
interference tactics
e. Active opponents: actively interfere
with your

7. How to make a campaign
at communication 2.0
Example: Plataforma
Voluntariado España
- Wall Posts
- Polls
- Annotated links
- Publish only one a day
- Around 9.30 in the morning.
- Found more interesting topics: intern.
volunteer, organizational change, etc..
- Answer always, even the day
before or two days ago.
- Social networks are like a bar: enjoy or
stay at home.

8. How to make a campaign
at communication 2.0
Example: Plataforma
Voluntariado España
- Say the truth: have you ever considered
leaving your volunteering?
- If you were to choose, would you rather
do voluntary national or international?
- Moussa, rapporteur for the Autumn
School: "Volunteerism is complementary
to social participation." Have you been to
a strike this year?
- Continuing the theme of yesterday, do
you think volunteering is, in some cases, a
form of work for free?
- Is it okay to volunteer to get a job in an
NGO?
- Do you think foreign volunteering is
Source: http://bit.ly/wXk4cx
better than here?

9. How to make a campaign
at communication 2.0
Access to information
- Resources.
- Tools

10. How to make a campaign
at communication 2.0
Sources:
dondevanmisimpuestos.es

11. How to make a campaign
at communication 2.0
Tools:
- Delicious
- Google Reader
- Evernote

12. How to make a campaign
at communication 2.0
Tools:
- Gmail
- Google Docs
- Google Calendar
- Google Drive
- Dropbox

13. How to make a campaign
at communication 2.0
Think creatively
1. Inspiration
2. Innovation
3. Perspective
4. Ideas

14. How to make a campaign
at communication 2.0
#1 Inspiration
Think about one campaign that changed
the way you thought about an issue:
- Where you were when you first noticed
the campaign action?
- What the action did and what it
achieved?
- Why it was creative?
- How they were inspired by it?

15. How to make a campaign
at communication 2.0
#1 Inspiration
- Tactic: the approach you take to target
a specific audience. Your tactic should
appeal to that audience’s tastes, habits,
interests and value systems. Tactics may
include humour to appeal to a young
audience.
- Format: the medium or context of a
campaign or action; for example: street
theatre, comic strip, video documentary,
radio programme, blog, social network
site group.

16. How to make a campaign
at communication 2.0
#2 Innovation
Thinking outside the box:
For example, if you are working on a
climate change campaign, ask one
person to assume the perspective of a
polar bear or of an ocean.

17. How to make a campaign
at communication 2.0
#3 Perspective
For example, if you were working on
climate change in India, you might
include ‘rural young person’, ‘wealthy
elite family in capital city’,
‘environmental policy-maker’,
‘environmental NGO’, ‘school children’
and ‘polluting industry CEO’.

18. How to make a campaign
at communication 2.0
#4 Ideas
Divide participants into two groups,
called ‘exaggerate’ and ‘downplay’. Ask
the fi rst group to come up with positive,
fantastic, naïve, surreal ideas for a
campaign message and ask the second
to come up with subtle and pessimistic
ones.

19. How to make a campaign
at communication 2.0
Campaign analytics
-Webs
- Facebook
- Twitter

20. How to make a campaign
at communication 2.0
Campaign analytics
1. FB Analytics
2. Hashtags
3. Socialbro
4. Feedburner

21. How to make a campaign
at communication 2.0
Campaign analytics
Google Tools:
1. Google Analytics
2. Google Insights
3. Google Alerts
4. Google AdWords

22. Google Insights

23. Google AdWords

24. How to make a campaign
at communication 2.0
Mailchimp

25. informationactivism.org

26. Juan Ángel Conca
@jaconca
jaconca@gmail.com
@youthmedialab
www.youthmedialab.eu