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Understanding Social Media for Impact

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A 3 hour workshop on Understanding Social Media for Impact with an emphasis on the Environment and Climate Change web 2.0 platforms, applications and content filters.

Understanding Social Media for Impact

  1. 1. Understanding Social Media FOR Impact Strategic Environmental Communications Monday, July 11th 2009 Angela Adrar (202) 439 -7724 [email_address] A spider descending on its thread is a bringer of joys from above.
  2. 2. What is Social Media social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. http:// en.wikipedia.org/wiki/Social_media
  3. 3. 8 Ways Environmental Organizations use Social Media <ul><li>To promote their mission to geographical and demographically diverse peoples. </li></ul><ul><li>manage their reputations and their message internally and externally. </li></ul><ul><li>Listen to their audience’s cares and concerns. </li></ul><ul><li>React fast and at the right point. </li></ul><ul><li>To keep up with research and best practices in the field. </li></ul><ul><li>To spread news or a campaign quickly and creatively!!! </li></ul><ul><li>To raise support, awareness and money. </li></ul><ul><li>To better track their supporter’s interests and behavior. </li></ul>
  4. 4. CITIZEN INITIATED Information <ul><li>Telling/showing your own story. </li></ul><ul><li>Formal and Informal Media Overlapping. </li></ul><ul><li>Public Profiles and Multiple Personalities </li></ul><ul><li>Professional Etiquette </li></ul><ul><li>Responsibility for Content-Rich Content </li></ul>
  5. 6. Vietnam: popular social media “&quot;Truyền thông mạng&quot; <ul><li>86 million inhabitants </li></ul><ul><li>INTERNET USERS > </li></ul><ul><li>1998 : 10,000 - --- 2000: 200,000- - </li></ul><ul><li>2006: approx 10 million- -- 2008: 20 Million </li></ul><ul><li>http://www.internetworldstats.com/asia/vn.htm </li></ul><ul><li>________________________________________________________________________________ </li></ul><ul><li>1.1 million blogs </li></ul><ul><li>(The Vietnamese Ministry of Information and Communications) </li></ul><ul><li>Blog: Fresco 2.0 a snapshot of fresh Vietnam </li></ul><ul><li>http://www.fresco20.com/ </li></ul><ul><li>________________________________________________ </li></ul><ul><li>Yahoo 360 : largest group of youth but closing </li></ul><ul><li>270,000 Facebook users -- up 320% from last quarter (@twitvietnam) </li></ul><ul><li>Friendster very popular in South East Asia </li></ul><ul><li>_____________________________________________________________________________________________________ </li></ul><ul><li>Baomoi Mobile Application: keep up with latest Vietnamese news </li></ul><ul><li>+ 80 local online newspapers . </li></ul>
  6. 7. : Ambassador Species Series Campaign Social Network Tool Kit: Pre tweets and Status Updates http:// www.edf.org/page.cfm?tagID =42891 Founded in 1961 “ They can take actions via our advocacy network, donate, get RSS feeds, post banners on their social pages, view WWF videos and photos, and start discussions. We also invite them to take polls and comment on our stories so we can learn about what they find relevant and important.” -- Sarah Desilets, Social Networking Outreach http://mashable.com/2009/06/24/wwf-profile/ World’s largest environmental charity organization
  7. 8. Examples of Climate Change Platforms <ul><li>www.350.org (US Bill McKibben) </li></ul><ul><li>http://www.350.org/story </li></ul><ul><li>www.wiseearth.org (US Paul Hawken) </li></ul><ul><li>http://www.wiserearth.org/all/search/q/Climate+Change+Vietnam+is_private:0+is_private:0/pagerMax/10/page/1 </li></ul><ul><li>www.celsias.com (NZ) </li></ul><ul><li>http://www.celsias.com/articles/environment/climate-change/?q =Vietnam </li></ul><ul><li>Community Based Adaptation Exchange (OneWorldSouthAsia ) </li></ul><ul><li>http:// community.eldis.org/cbax / </li></ul>
  8. 9. Reframing the way we communicate <ul><li>: Twestival “Charity through microblogging” </li></ul><ul><li>USD$250,000, 17,000 beneficiaries, 1 cause, 202 cities, </li></ul><ul><li>60 major press media coverage </li></ul><ul><li>: 100Places.com ;Mekong (120 second videos) http:// www.youtube.com/watch?v =uSHQFDKo9bk </li></ul><ul><li> : Facebook Causes “Making a Difference” </li></ul><ul><li> cause related awareness and fundraising </li></ul><ul><li>14,717 causes in Environment. </li></ul>140 + 120 = remembered and shared messages.
  9. 10. Access <ul><li>140 Characters </li></ul><ul><li>6M users </li></ul><ul><li>1B updates </li></ul><ul><li>24% heavy users </li></ul><ul><li>Worth $250M </li></ul><ul><li>31 Employees </li></ul><ul><li>Largest age demographic is 35-to-40-year-olds (25.9% users) </li></ul><ul><li>– Apr ‘09 </li></ul><ul><li>More than 200 million active users </li></ul><ul><li>About 70% of Facebook users are outside the United States </li></ul><ul><li>More than two-thirds of Facebook users are outside of college </li></ul><ul><li>The fastest growing demographic is those 35 years old + </li></ul><ul><li>100 million viewers in March 2009. </li></ul><ul><li>In total, internet viewers have viewed 14.8 billion online videos in January 2009 alone, with </li></ul><ul><li>147 million U.S . internet users watching </li></ul><ul><li>an average of 101 videos per person. </li></ul>http://movers20.esnips.com/TableStatAction.ns?reportId=100
  10. 11. Environmental Social MEDIA STRATEGY. Choosing a Path <ul><li>Social Media Campaign Components </li></ul><ul><li>Budgeting Resources </li></ul><ul><li>Entrance, Maintenance and Exit Strategy </li></ul>
  11. 12. Social Media Campaign Components 1) Home Base Web page Blog PR log Facebook 2) Podium Twitter YouTube Goo g le 3) Megaphone Delicious Other blogs Wiki
  12. 13. Review the 3 M s <ul><li>Hu M ans   </li></ul><ul><li>M oney   </li></ul><ul><li>M inutes   </li></ul>
  13. 14. Entrance, Maintenance & Exit Strategy Automate Track Update Participate Show Consistency and Competence Comment and Share Build Reach Exit Strategy Entrance Maintenance Research Post, Collaborate, Create, Follow
  14. 15. TIPS for Posting, collaborating, following…  <ul><li>Take advantage of all the FREE applications. </li></ul><ul><li>Build your Professional Profile for FREE </li></ul><ul><li>Start a Google GMAIL Account FREE </li></ul><ul><li>Set up FREE RSS Feeders and blackboard sites </li></ul><ul><li>Use it to set up FREE web conferences and webinars. </li></ul><ul><li>Share documents online –Google Doc’s, Slide Share FREE . </li></ul><ul><li>Think collaboratively with a group – FREE Wiki’s </li></ul>
  15. 16. Cám ơn Viet Nam
  16. 17. Understanding Social Media FOR Impact Strategic Environmental Communications Monday, July 11th 2009 Angela Adrar (202) 439 -7724 [email_address] A spider descending on its thread is a bringer of joys from above.