The document discusses guidelines for effective online campaigning and community mobilization using Web 2.0 technologies. It analyzes Barack Obama's successful "Yes We Can" online campaign. Key areas of focus for online campaigns identified include clear goals and objectives, targeting the right audiences, planning a stepped approach, organizing supporters, engaging in conversations on appropriate platforms, and measuring performance metrics. The conclusion advocates for using traditional marketing techniques combined with Web 2.0 principles of connecting, conversing, informing and engaging audiences.

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

10. 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

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

17. Organising for America

23. 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?