Campaigning Through Nation Builder
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The document discusses building online communities and provides guidance on creating an effective online community presence. It recommends that online communities focus on being people-centered rather than tech-focused by making them easy to find, understand, and engage with. It also advises shifting the focus from audience size to engaging individuals and from passive to active participation. The document outlines an "active circle" process for organizing, connecting, supporting, targeting, enhancing, and interacting with the community. It stresses the importance of constantly testing and refining the online community.
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Campaigning Through Nation Builder
- 1. Building Online Communities Ian Dommett Director, Cor Agency Marketing Director, Yes Scotland
- 4. What is an online community? From ‘tech-based’ to ‘people-centred’ web sites Channelling the power of social media It’s not ‘data’, it’s relationships
- 5. Online communities in an offline world
- 6. Starting points for an online community Easy to Find Easy to Understand Easy to Engage
- 7. Objective Shift From ‘Size of Audience’ to ‘Engaging Individuals’ From Passive to Active From Destination to Hub
- 9. The ‘active circle’ 1. Organise 7. Value 2. Connect 6. Interact 3. Support 5. Enhance 4. Target
- 10. 1. Organise
- 11. 2. Connect
- 13. 3. Support
- 14. 4. Target
- 15. 5. Enhance
- 16. 6. Interact
- 17. 7. Value
- 18. 8. Communicate
- 19. The ‘active circle’ Organise Value Connect Interact Support Enhance Target
- 20. Prototype and Evaluate Constantly test, refine and test again. Obama campaign emails had up to 18 different test versions Your web site is now a dynamic community
- 21. Summary and Conclusions • The web is now run by communicators, not technicians • A platform such as NationBuilder connects all online activity • Share, enhance, value, reward all interactions • Think of it as your own media channel: constantly changing • Test, test, test: like any media, it’s never ‘finished’ • Puts PR practitioners at the heart of the relationship