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Distinguishing Hype from Useful Digital Trends

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Distinguishing Hype from Useful Trends Determining which digital tools matter to e-campaigning By Duane Raymond duane@fairsay.com @fairsay Hashtag: #no2hype London, UK 6 March 2012 @fairsay #no2hype duane@fairsay.com
Tools for advocacy: newest? best? @fairsay #no2hype duane@fairsay.com 2
We used to have a few choices… Rémih @fairsay #no2hype duane@fairsay.com 3
…now we have too many Source unknown @fairsay #no2hype duane@fairsay.com 4
It depends on where we want to go Trevor Rickard @fairsay #no2hype duane@fairsay.com 5
We need a strategy FIRST 1. What do you want to achieve? 2. Who do you need to influence? 3. How are they influenced? 4. How can you influence them with minimal effort? Throughout this process we ignore the tools. @fairsay #no2hype duane@fairsay.com 6
Personal benefit drives promotion @fairsay #no2hype duane@fairsay.com 7
Are you the customer or product? @fairsay #no2hype duane@fairsay.com 8
‘New’ is sexier than reliable • Journalists cover new stories • Pioneers self-worth boosted by being first • ‘First-mover advantage’ blurs distinction between leading-edge and bleeding-edge Yet new isn’t always better @fairsay #no2hype duane@fairsay.com 9
The “milkshake test” Scenario: •Imagine fast-food execs want to sell more milkshakes •Milkshakes not new •Research showed must milkshakes drunk in the morning •Realised busy people were drinking milkshakes as substitute for breakfast. Deliciousness not factor. •Created drive through and put more fruit in milkshakes Source: “Why Second Life Failed”, Slade, 8 Nov 2011 @fairsay #no2hype duane@fairsay.com 10
New needs to improve on old When evaluating new tools/networks ask •What is the purpose/job of this tool/network •What do people using it get out of it? •Does campaigning on that tool/network support or diverge from why people use it? •What would campaigning via that tool/network look like if aligned with why people use it? •Would be it be worth it for each specific campaign? …and still try stuff – but see if it is working for you before investing too much time! @fairsay #no2hype duane@fairsay.com 11
Time to practice! Cases: •Second Life •Facebook •Twitter •Email •Blogging @fairsay #no2hype duane@fairsay.com 12
Second Life @fairsay #no2hype duane@fairsay.com 13
Facebook @fairsay #no2hype duane@fairsay.com 14
Twitter @fairsay #no2hype duane@fairsay.com 15
Email-to-action                       Usually     email Usually web  form via email + other social   media  @fairsay #no2hype duane@fairsay.com 16
Blogging @fairsay #no2hype duane@fairsay.com 17
Stardoll @fairsay #no2hype duane@fairsay.com 18
Pinteres t @fairsay #no2hype duane@fairsay.com 19
Email still best for calls-to-action % of Total 11% 4% 12% 2% 1% 2% 0% 2% 6% 2% 10% 49% http://fairsay.com/hypevsreality2010 @fairsay #no2hype duane@fairsay.com 20
Questions? Comments? Join eCampaigning Forum 2012: 21-22 March, Oxford, UK http://fairsay.com/ecf12 Learn more at • Join the eCampaigning Community: fairsay.com/ecflist • FairSay Blog: http://fairsay.com/blog Contact me: Duane Raymond: duane@fairsay.com Skype/ Twitter: fairsay @fairsay #no2hype duane@fairsay.com 21

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Distinguishing Hype from Useful Digital Trends

  • 1. Distinguishing Hype from Useful Trends Determining which digital tools matter to e-campaigning By Duane Raymond duane@fairsay.com @fairsay Hashtag: #no2hype London, UK 6 March 2012 @fairsay #no2hype duane@fairsay.com
  • 2. Tools for advocacy: newest? best? @fairsay #no2hype duane@fairsay.com 2
  • 3. We used to have a few choices… Rémih @fairsay #no2hype duane@fairsay.com 3
  • 4. …now we have too many Source unknown @fairsay #no2hype duane@fairsay.com 4
  • 5. It depends on where we want to go Trevor Rickard @fairsay #no2hype duane@fairsay.com 5
  • 6. We need a strategy FIRST 1. What do you want to achieve? 2. Who do you need to influence? 3. How are they influenced? 4. How can you influence them with minimal effort? Throughout this process we ignore the tools. @fairsay #no2hype duane@fairsay.com 6
  • 7. Personal benefit drives promotion @fairsay #no2hype duane@fairsay.com 7
  • 8. Are you the customer or product? @fairsay #no2hype duane@fairsay.com 8
  • 9. ‘New’ is sexier than reliable • Journalists cover new stories • Pioneers self-worth boosted by being first • ‘First-mover advantage’ blurs distinction between leading-edge and bleeding-edge Yet new isn’t always better @fairsay #no2hype duane@fairsay.com 9
  • 10. The “milkshake test” Scenario: •Imagine fast-food execs want to sell more milkshakes •Milkshakes not new •Research showed must milkshakes drunk in the morning •Realised busy people were drinking milkshakes as substitute for breakfast. Deliciousness not factor. •Created drive through and put more fruit in milkshakes Source: “Why Second Life Failed”, Slade, 8 Nov 2011 @fairsay #no2hype duane@fairsay.com 10
  • 11. New needs to improve on old When evaluating new tools/networks ask •What is the purpose/job of this tool/network •What do people using it get out of it? •Does campaigning on that tool/network support or diverge from why people use it? •What would campaigning via that tool/network look like if aligned with why people use it? •Would be it be worth it for each specific campaign? …and still try stuff – but see if it is working for you before investing too much time! @fairsay #no2hype duane@fairsay.com 11
  • 12. Time to practice! Cases: •Second Life •Facebook •Twitter •Email •Blogging @fairsay #no2hype duane@fairsay.com 12
  • 13. Second Life @fairsay #no2hype duane@fairsay.com 13
  • 14. Facebook @fairsay #no2hype duane@fairsay.com 14
  • 15. Twitter @fairsay #no2hype duane@fairsay.com 15
  • 16. Email-to-action                       Usually     email Usually web  form via email + other social   media  @fairsay #no2hype duane@fairsay.com 16
  • 17. Blogging @fairsay #no2hype duane@fairsay.com 17
  • 18. Stardoll @fairsay #no2hype duane@fairsay.com 18
  • 19. Pinteres t @fairsay #no2hype duane@fairsay.com 19
  • 20. Email still best for calls-to-action % of Total 11% 4% 12% 2% 1% 2% 0% 2% 6% 2% 10% 49% http://fairsay.com/hypevsreality2010 @fairsay #no2hype duane@fairsay.com 20
  • 21. Questions? Comments? Join eCampaigning Forum 2012: 21-22 March, Oxford, UK http://fairsay.com/ecf12 Learn more at • Join the eCampaigning Community: fairsay.com/ecflist • FairSay Blog: http://fairsay.com/blog Contact me: Duane Raymond: duane@fairsay.com Skype/ Twitter: fairsay @fairsay #no2hype duane@fairsay.com 21