Campaigning Through Nation Builder

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Information about Campaigning Through Nation Builder

Published on February 5, 2013

Author: CIPR_Scotland


Building Online CommunitiesIan DommettDirector, Cor AgencyMarketing Director, Yes Scotland

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

Online communities in an offline world

Starting points for an online community Easy to Find Easy to Understand Easy to Engage

Objective ShiftFrom ‘Size of Audience’ to ‘Engaging Individuals’ From Passive to Active From Destination to Hub

Online Community Platforms

The ‘active circle’ 1. Organise 7. Value 2. Connect 6. Interact 3. Support 5. Enhance 4. Target

1. Organise

2. Connect

3. Support

4. Target

5. Enhance

6. Interact

7. Value

8. Communicate

The ‘active circle’ Organise Value Connect Interact Support Enhance Target

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

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

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