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Presentation for training carried out with reproductive/maternal health and human rights groups in Abuja, Nigeria, 16 May 2012.
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Leveraging Social Media for Health and Human Rights 16 April 2012 Abuja, Nigeria
Transcript
Page 1: Abuja training

Leveraging Social Media for Health and Human Rights

16 April 2012Abuja, Nigeria

Page 2: Abuja training

Mission and Services

• Strategy Development• Creative concepts &

engagement • Technical innovation• Capacity Building

Page 3: Abuja training

Technology is Boring

Page 4: Abuja training

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

Page 5: Abuja training
Page 6: Abuja training

Key Shifts

Page 7: Abuja training

• 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

Page 8: Abuja training

The Social Web in Nigeria

Page 9: Abuja training

• 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

Page 10: Abuja training

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

Page 11: Abuja training

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

Page 12: Abuja training

• 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

Page 13: Abuja training

Maternal Health Use Case

Page 14: Abuja training
Page 15: Abuja training

Reach Entice & Engage

Activate

Nurture

April 2011 May 2011 Dec 2011 2012 - 2013

Community Building Phases

Page 16: Abuja training

Safe Hospitals Advocacy

Page 17: Abuja training
Page 18: Abuja training
Page 19: Abuja training

Planned Parenthood

Page 20: Abuja training

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

Page 21: Abuja training

• 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?

Page 22: Abuja training
Page 23: Abuja training

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

Page 24: Abuja training

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

Page 25: Abuja training

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

Page 26: Abuja training
Page 27: Abuja training
Page 28: Abuja training

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!

Page 29: Abuja training

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

Page 30: Abuja training

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

Page 31: Abuja training

Avatar

Intro video

Who/what?

Slogan/

picture

Customize

d colour

YouTube

Page 32: Abuja training

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

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An Ideavirus

Page 34: Abuja training

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

Page 35: Abuja training

Successful Viral Types

• Moving / Touching• Funny• Dramatic / Shocking• Witty/Clever• Celebrity Driven• Out of Place / Context• Social Currency• Technical excellence

UTILITY!

Page 36: Abuja training

• 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

Page 37: Abuja training

• 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


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