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Presentation at the Arms Control in the Information Age conference. Washington, DC. November 29, 2011
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Working together for a world free of chemical weapons
www.opcw.org
OPCW: OPCW: Social Media as a Public Diplomacy ToolSocial Media as a Public Diplomacy Tool
Keith PowellKeith Powell
Web Content ManagerWeb Content Manager29 November, 201129 November, 2011
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Working together for a world free of chemical weapons
www.opcw.org
SummarySummary
Social media and OPCW’s new directionSocial media and OPCW’s new direction Our early social media effortsOur early social media efforts ““Introducing the OPCW”Introducing the OPCW” Measuring SuccessMeasuring Success
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Working together for a world free of chemical weapons
www.opcw.org
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Working together for a world free of chemical weapons
www.opcw.org
OPCW and its New DirectionOPCW and its New Direction
Stockpiles largely destroyedStockpiles largely destroyed Organisation becoming more public-facingOrganisation becoming more public-facing Areas of concern:Areas of concern:
Counter-Terrorism Peaceful Uses of Chemistry Non-Proliferation
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Working together for a world free of chemical weapons
www.opcw.org
Case Study: International Year of Case Study: International Year of Chemistry conferenceChemistry conference
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Working together for a world free of chemical weapons
www.opcw.org
International Year of Chemistry International Year of Chemistry ConferenceConference First live webcast at the OPCWFirst live webcast at the OPCW Social media was used as a tool to both Social media was used as a tool to both
promote the event as well as execute it.promote the event as well as execute it.
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Working together for a world free of chemical weapons
www.opcw.org
Case Study: Challenge Inspection Case Study: Challenge Inspection Field ExerciseField Exercise
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Working together for a world free of chemical weapons
www.opcw.org
Challenge Inspection Field ExerciseChallenge Inspection Field Exercise
Integrated social media approachIntegrated social media approach Use of:Use of:
Twitter Blog Video
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Working together for a world free of chemical weapons
www.opcw.org
Campaign: Introducing the OPCWCampaign: Introducing the OPCW
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Working together for a world free of chemical weapons
www.opcw.org
Activity: Identify AudiencesActivity: Identify Audiences
Civil SocietyCivil Society Researchers / Policy ProfessionalsResearchers / Policy Professionals Potential employees / internsPotential employees / interns Chemical IndustryChemical Industry StudentsStudents MediaMedia
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Working together for a world free of chemical weapons
www.opcw.org
Activity: Create Engagement Activity: Create Engagement OpportunitiesOpportunities Social media and traditional Social media and traditional
communications intersectcommunications intersect Find “teachable moments”Find “teachable moments” Offline activities are important to digital Offline activities are important to digital
strategy, toostrategy, too
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Working together for a world free of chemical weapons
www.opcw.org
Activity: Create regular social media Activity: Create regular social media activitiesactivities New Features:New Features:
Photo of the Day OPCW Facts Question of the week
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Working together for a world free of chemical weapons
www.opcw.org
Measuring successMeasuring success
Analytics:Analytics: Website traffic has increased 25% since June
2011
KloutKlout Disappointing as a tool to measure influence
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Working together for a world free of chemical weapons
www.opcw.org
Source: http://www.baekdal.comSource: http://www.baekdal.com
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Working together for a world free of chemical weapons
www.opcw.org
OPCW Social MediaOPCW Social Media
Facebook: Facebook: www.facebook.com/opcwonlinewww.facebook.com/opcwonline YouTube: YouTube: www.youtube.com/opcwonlinewww.youtube.com/opcwonline Twitter: @opcwTwitter: @opcw Flickr: Flickr: www.flickr.com/opcwwww.flickr.com/opcw Blog: Blog: www.opcwblogs.orgwww.opcwblogs.org
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