Date post: | 28-Jun-2015 |
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Leveraging Social Media for Health and Human Rights
16 April 2012Abuja, Nigeria
Mission and Services
• Strategy Development• Creative concepts &
engagement • Technical innovation• Capacity Building
Technology is Boring
Global Explosion• 2.2 billion internet: 1.2
billion access social media regularly
• 60 hrs/minute YouTube
• 850 million Facebook: 1 B
• 500 million Twitter users
• 170 million Wikipedia articles
Key Shifts
• Continued growth – mobile lifeline• Velvet-roping• Sharable, value content• Location – offline links• Life management• New thought leader – “old” adapting• Move from experimentation, more
integrated• “Free agent” activists
Trends
The Social Web in Nigeria
• 45 million access Internet• 90 million mobile – 120 million 2014• 90% 18-27 yr olds, use mobile more than desk/
laptop to access web
• Main platforms• Who is connected?
Quick Overview
Challenges and Opportunities
• Main challenges: - urban centric - cost - literacy - infrastructure - organizational skillset/resource• Opportunities: - mobile coverage – every community reachable - youth activism - increased openness for social media - results - government ICT support/expansion ex: Universal Service provision Fund
EX: Co-creation Hub • BudgIT www.yourbudgit.com• Watchlive www.wathclive.org• Constitution for all
www.constitutionforall.com.ng• Residents report – platform to report
broken services, sent to institution responsible to prompt fixing
• Ideas2020 crowdsource community projects www.ideas2020.com
• Voteguard mobile platform to monitor and report election results
• Extend visibility, reach of information• Listen and engage in discussion• Establish thought-leadership• Curator, influencer• Collect, act on and publish real-time information
• Harness collective intelligence/crowdsource• Design new, targeted co-created services
• Digital activism/participation - share, act, fundraise
• Effective collaboration tools• Present issues in an engaging, interactive way
Use Case Examples
Maternal Health Use Case
Reach Entice & Engage
Activate
Nurture
April 2011 May 2011 Dec 2011 2012 - 2013
Community Building Phases
Safe Hospitals Advocacy
Planned Parenthood
Started pack
• Primary home/hub in order• Strategy and implementation plan• Social Media Guideline for Staff• Crisis communication plan
• Existing service• New uses of existing service• Combination of services• New service
• Overall goal and service • Audience- listen/learn• Tech/digital access?• Analyse insight• Set objectives• Content – platform specific• Management • Resource requirements• Metrics, monitoring, refining
Need and value?
Phase 1 Implementation • Invest in learning• Assess online environment• Listening – key words, monitoring alerts• Website – SM visibility• The Big Three, one by one, do it well: Facebook, Twitter, Youtube• Blog – for analysis, SEO – crosslink all• Content and delivery: Need – Value Social Media Working Group, SM Manager Editorial calendar – support key events
Phase 2 Implementation
• Evaluate activities – revise• Increase reach, intensify engagement: Identify influencers, relationship building Partner networks, private sector• Outreach, services• Assess, implement mobile: - SMS - Multimedia - Mobile web - Geolocation - Smartphone apps
Use Principals - Content is King
• Each channel own culture/style• Clear, accessible, engaging, sharable
• Value, own and curator content• Visual (photos, graphics) and rich media
• Content editorial calendar – monitor &
revise• Connect with other communities/networks
Best Practices – Facebook
• People do not come to a Page to browse
• +90% connect through status updates in newsfeeds,
interaction with updates key• Find your Facebook voice – and fans want?
• Never waste opp to drive traffic to site/blog/YT etc
• Don’t automate content• Always respond, thank, like• Integrate with every other channel, newsletter, email
• Success stories, photos, videos, breaking news/
research, calls to action, curation
Realistic expectations!
Best Practices - Twitter
• Requires most time/effort to utilize effectively
• Important for responding/connecting real-time
• Push marketing = unfollow• Best voices have personality, friendly, real human
• Varied content – don’t tweet your own content only
• Retweet and reply often• Use hastags strategically• Identify hashtags for all key programmes/projects
• 6-8 times a day
Best Practices - Youtube
• Effective way to get a message through to audiences
online• Platform proposition• Maximise SEO with tags, titles• Subscribe to partner and channels• 1 minute or less• Intro video• Focused health information – practical, straight-forward
• Programme, interviews, events
Avatar
Intro video
Who/what?
Slogan/
picture
Customize
d colour
YouTube
Campaigning Principles
• Goals and clearly defined target audience• Strategy for sustained engagement, coordinated action• Hub/home, toolkit (online/offline) w/ alternatives• Raise awareness, generate visibility• Simple compelling narrative - creative concept • Seeding, sharing strategy – community, partners, e-fluencers• Create buzz, connect emotionally, inspire to act• Elevate supporters from one level to next• Reporting loop - results and progress, next steps• Visibility and rewards for active members
An Ideavirus
ViralDisruption Research Distribution Activity
Communication/campaign spearhead
Is this interesting or relevant to me?
Taking part and forwarding information about it to friends if the
tools are easy and available
2 sec. max 20 sec.
The Challenge
Max 2 min
Successful Viral Types
• Moving / Touching• Funny• Dramatic / Shocking• Witty/Clever• Celebrity Driven• Out of Place / Context• Social Currency• Technical excellence
UTILITY!
• Conversations: direct exchange, comments, blog
posts, tweets, RTs, wall posts, shares in social web• Time: duration spent viewing/interacting with any
content• Social graphs: the size of network tied to person
interacting• Fans/followers, nr of people subscribing to hear from you• Interactions: the level people contribute content, ino
• Registrations- proactively register for content, offers etc
• Bookmarking, traffic, views, shares
Metrics - Engagement
• Conversion: from visitor to fundraiser, advocate (from one state
to something of more value)• Click throughs from social presence to branded sites/microsites
with calls to action, moving from virtual in to real world supporter• Data captured, growing list of people to communcate with
through direct channels• Lead generation ie nr of new prospects acquired through
specific new media outreach• Feedback/exchange: capturing feedback throught through
online voting, survey, calls for ideas etc• Traffic, if this is part of the planned ‘path’• Dowloads, of ex widgets, org wallpaper, calls to action paper
• Cost savings!
Action/Conversion