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Introduction into social media for the Red Cross Red Crescent, what the different tools are and why we should use them.
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Social Media and the Red Cross Red Crescent
Timo LügeJune 25, Solferino #yotm09
International Federationof Red Cross and Red Crescent Societies
What is Social Media ?
A set of tools
A new way to communicate
An enormous chance for the International Red Cross Red Crescent Movement
International Federationof Red Cross and Red Crescent Societies
A set of tools
Source: http://scobleizer.com/2007/11/02/social-media-starfish/
International Federationof Red Cross and Red Crescent Societies
All tools have in commonthat they facilitate and encourage
conversations
International Federationof Red Cross and Red Crescent Societies
Tools to share original content
International Federationof Red Cross and Red Crescent Societies
YouTubewww.youtube.com/IFRC
International Federationof Red Cross and Red Crescent Societies
Flickrwww.flickr.com/IFRC
International Federationof Red Cross and Red Crescent Societies
Tools to share recommendations
International Federationof Red Cross and Red Crescent Societies
twitter.com/Federation
International Federationof Red Cross and Red Crescent Societies
Tools to share personal information
Tools to hold discussions
International Federationof Red Cross and Red Crescent Societies
Social networks
MySpace
…
International Federationof Red Cross and Red Crescent Societies
Social networks differ from the very general …
International Federationof Red Cross and Red Crescent Societies
International Federationof Red Cross and Red Crescent Societies
… to the extremely private.
International Federationof Red Cross and Red Crescent Societies
www.patientslikeme.com
International Federationof Red Cross and Red Crescent Societies
www.facebook.com/RedCrossRedCrescent
International Federationof Red Cross and Red Crescent Societies
Social media tools are used to …
share original content share recommendations share personal information hold discussions
International Federationof Red Cross and Red Crescent Societies
Social media tools are used to …
share original content share recommendations share personal information hold discussions
International Federationof Red Cross and Red Crescent Societies
Social media tools love to …
spread modify comment on content.
International Federationof Red Cross and Red Crescent Societies
Sometimes these comments force traditional media to enter into a dialogue.
International Federationof Red Cross and Red Crescent Societies
CNN response to criticism
http://www.youtube.com/watch?v=BV1CDz-TLFg
International Federationof Red Cross and Red Crescent Societies
A new way to communicate
International Federationof Red Cross and Red Crescent Societies
From this model …
Source http://www.hypergene.net/wemedia/
International Federationof Red Cross and Red Crescent Societies
… to this model of communication
Source http://www.hypergene.net/wemedia/
International Federationof Red Cross and Red Crescent Societies
This is great because …
People spread your message Participants engage with your message
This is scary because …
It's very difficult to keep control over the message
International Federationof Red Cross and Red Crescent Societies
You have no control aboutwhere and in what contextyour content appears.
E.g. on blogs …
International Federationof Red Cross and Red Crescent Societies
International Federationof Red Cross and Red Crescent Societies
http://ourworld-yourmove.org/blog-english/
International Federationof Red Cross and Red Crescent Societies
… or on aggregator sites …
International Federationof Red Cross and Red Crescent Societies
http:// www.nowpublic.com/
International Federationof Red Cross and Red Crescent Societies
… where articles are being created from any number of sources to form new content.
International Federationof Red Cross and Red Crescent Societies
Text by author "iambest"
Text from uk.news.co.uk
Modified photo (November 2005)
http:// www.nowpublic.com/
International Federationof Red Cross and Red Crescent Societies
People talk about brands, events and organizations no matter whether you want it or not.
The bigger the organization the more likely people are to talk about it.
The further removed an organization or brand is from its "customers" the more likely the conversation is going to be negative.
International Federationof Red Cross and Red Crescent Societies
Instead of sending messages we have to learn to listen and to engage in conversations.
International Federationof Red Cross and Red Crescent Societies
"Markets are conversations"
Most corporations (…) only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. (…) No wonder networked markets have no respect for [these] companies.
[Corporations] will only sound human when they empower real human beings to speak on their behalf.
While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets.
Cluetrain Manifesto, 1999 http://cluetrain.com/
International Federationof Red Cross and Red Crescent Societies
At the very least we should listen to what people have to say about us.
Social media monitoring is key
Source: tim_cayneshttp://www.flickr.com/photos/timcaynes/3571708028/
International Federationof Red Cross and Red Crescent Societies
The good news is:
Listening to people is something we are good at.
International Federationof Red Cross and Red Crescent Societies
International Federationof Red Cross and Red Crescent Societies
International Federationof Red Cross and Red Crescent Societies
International Federationof Red Cross and Red Crescent Societies
An enormous chance for the International Red Cross and Red Crescent Movement
International Federationof Red Cross and Red Crescent Societies
With our 100 million volunteers we have millions of people who can speak on our behalf.
International Federationof Red Cross and Red Crescent Societies
With National Societies in every part of the world we speak every language and understand every culture
http://ourworld-yourmove.org
International Federationof Red Cross and Red Crescent Societies
We need to become better at using our network online.
Source: http://www.touchgraph.com
International Federationof Red Cross and Red Crescent Societies
Many National Societies are starting to explore sharing information through social media.
However …
International Federationof Red Cross and Red Crescent Societies
Social media interactions are not a goal in themselves.
We need to learn how to follow up and turn these interactions into real-life actions that make a difference.
This is the part that hardly anyone has figured out yet.
International Federationof Red Cross and Red Crescent Societies
The closer you are to someone, the easier it is to get that person to perform a real-life action.
International Federationof Red Cross and Red Crescent Societies
To realize the potential of Social Media for the Movement we need to …
International Federationof Red Cross and Red Crescent Societies
Build social media literacy
Source: Matt Hammhttp://www.flickr.com/photos/matthamm/2945559128/
International Federationof Red Cross and Red Crescent Societies
Find resources to overcome the digital divide
Source: injuhttp://www.flickr.com/photos/inju/456010617
International Federationof Red Cross and Red Crescent Societies
Experiment
Source: Status Frustration http://www.flickr.com/photos/statusfrustration/134382294/
International Federationof Red Cross and Red Crescent Societies
Take risks
Source: CRASH:Candy:http://www.flickr.com/photos/crash-candy/2455226534/
International Federationof Red Cross and Red Crescent Societies
Hand over substantial parts of communication to volunteers
Source: slimmer_jimmerhttp://www.flickr.com/photos/slimjim/2180595798//
International Federationof Red Cross and Red Crescent Societies
Thank you!
International Federationof Red Cross and Red Crescent Societies
Selection of IFRC profiles and sites
Facebook:http://www.facebook.com/RedCrossRedCrescenthttp://www.facebook.com/OurworldYourmovehttp://www.facebook.com/RedCrossRedCrescentYouth
YouTubehttp://www.youtube.com/ifrchttp:// www.youtube.com/yourmove09
Flickr:http://www.flickr.com/ifrc/http://www.flickr.com/ourworldyourmove
Twitterhttp://twitter.com/Federationhttp://twitter.com/IDRLhttp://twitter.com/yourmove09
Our World. Your Movehttp://www.ourworld-yourmove.org
