Using Social Media to communicate online and share knowledge
1. Using Social Media to
communicate online
and share knowledge
FAO Social Media
Senior Managers Workshop
Rome
July 2012
2. Case study: CGIAR Research Program
on Climate Change, Agriculture and
Food Security (CCAFS) at Rio+20
3. CCAFS at Rio+20: Social Media
Objectives
Spread messages on sustainable
agriculture for achieving food security in a
changing climate
Share CCAFS content that could inform
Rio outcomes
Engage in online debates about how to
achieve a sustainable green economy
Report live from key sessions
Connect offsite participants to events in
Rio
Developed with input from Peter Casier
4. How to achieve our goals
Define our social media strategy:
goals, messages, audiences
Agree on roles and responsibilities:
who does what?
Define the tools and how to use them
Produce, aggregate and share content
widely: before, during and after the
event
Monitor and evaluate: what did we
learn
9. Microblogging
• Tweeting live from
sessions;
• Sharing key
content (blogs,
photos,
presentations);
• Sharing opinions
and insights
• RTs of what our
partners are
saying, and more.
• All using #rio4ag
10. Microblogging
Results:
• On peak day, tweets tagged #Rio4Ag had over 1,500 Twitter broadcasts,
resulting in 3 million individual messages, reaching 598,000 different
people
• During conference, traffic to the CCAFS blog from twitter increased
400%
11. Webcast
• Sessions from
ARDD broadcast
live online
• Online viewers
could ask Q’s to
the panel via
twitter and
facebook.
• The event had
600 online
viewers, plus 600
in person
12. Video sharing
• ARDD session
videos posted on
YouTube same
day
• Videos embedded
on blogs and
websites, shared
via twitter & FB
• Some videos had
hundreds of views
in following days
13. Photo sharing
Photos from key events around Rio posted shared
via Flickr, on blogs, and via twitter & FB
14. Presentation sharing
• ARDD session
slides posted on
SlideShare same
day
• Embedded on
blogs, websites,
shared via twitter &
FB
• Some slides had
100s of views:
more than number
www.slideshare.net/cgiarclimate
of people in /tag/rio4ag
audience
28. ILRI social media metrics
(Liya Dejene of ILRI)
Who’s following ILRI online?
What comments do they post?
What are our audience most interested in?
Source: http://www.slideshare.net/ILRI/social-media-research-
development-10-weeks-as-a-kmis-intern-at-ilri
29. Social CGIAR: integrating tools to connect
people & enable content to travel
Create
– Blogging
– Microblogging - Twitter
– Webcasts
– Video-sharing
– Photo sharing
– Presentation sharing
30. Social CGIAR: integrating tools to connect
people & enable content to travel
Communicate, share and promote content
– Feeds
– Blogging and microblogging
– Facebook (social network sites)
Collaborate and coordinate
– Wikis, Google documents and sites for
external partners; SharePoint for internal
– Social Bookmarking
– Email groups - Dgroups
31. Using Social Media to
communicate online
and share knowledge
FAO Social Media
Senior Managers Workshop
Rome
July 2012
Notes de l'éditeur
Spread messages about the role of sustainable agriculture for achieving food security in a changing climate (before, during and after the conference and especially at Agriculture and Rural DevelopmentDay, a major event convened by agricultural agencies at Rio);spread RIO related messages/content from CCAFS (publications, tools, and more) report live from key agriculture and food security related events esp ARDD;connect offsite participants to what is going on in Rio, in real-time;engage with a global community of people, in Rio and online, who are debating the issues we work on.
a. Define our social media strategy:- Clearly define and agree on the goals and targets of the social reporting efforts beforehand.- Define the link between "social" and "traditional" media - Define our key messages and the main target audienceb. Agree on roles and responsibilitiesWell before the event, assemble a small team of staff and partners who will be onsite and are willing to report from events, blog, tweet, take photos and more. Also connect with colleagues who are offsite who are willing to help spin and promote the content and help with essential tasks such as editing and uploading content. c. Define the toolsAgree on a standard set of tools and how they will be used. Also agree on conventions (e.g. using the #rio4agtag)d. Produce, aggregate and share content widelyDuring the event, work together to get content finalised and online quickly and invest as much time in promoting content once it's online.f. Monitor and evaluateA wrap-up report can summarize all content generated, and measure the actual reach of the social reporting and document the process as well as the lessons learnt.
Mixed group, inside and outside the programme. SharePoint is a a key resource for FAO, tbd this afternoon
Mixing blogging with traditional media outreach
Reach is the total number of unique Twitter users who received tweets about the search term. Exposure is the total number of times tweets about the search term were received by users. We call each receipt of a tweet an impression. Both reach and impressions should be treated as directional metrics to give you an idea of the overall exposure the tracked term received. You should use these metrics to get a sense of the size of your potential audience, and use engagement metrics like retweets, clicks and replies to gain a more complete understanding of your impact. Source: http://tweetreach.com
So that was an event: needs pre-event building, and this was a major effort for a one-off occasion. They use Social Media all the time but we want to change example. This is business as usual in ILRI, aiming to promote and share their content as widely and interactively as possible