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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.
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Understanding Social Media FOR ImpactStrategic Environmental Communications
Monday, July 11th 2009
Angela Adrar
(202) 439 -7724
A spider descending on its thread is a bringer of joys from above.
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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
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8 Ways Environmental Organizations use Social Media
• To promote their mission to geographical and demographically diverse peoples.
• manage their reputations and their message internally and externally.
• Listen to their audience’s cares and concerns.
• React fast and at the right point.
• To keep up with research and best practices in the field.
• To spread news or a campaign quickly and creatively!!!
• To raise support, awareness and money.
• To better track their supporter’s interests and behavior.
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CITIZEN INITIATED Information
Telling/showing your own story.
Formal and Informal Media Overlapping.
Public Profiles and Multiple Personalities
Professional Etiquette
Responsibility for Content-Rich Content
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Vietnam: popular social media “"Truyền thông mạng"
86 million inhabitants
INTERNET USERS >
1998: 10,000----2000: 200,000--2006: approx 10 million---2008: 20 Millionhttp://www.internetworldstats.com/asia/vn.htm ________________________________________________________________________________
1.1 million blogs(The Vietnamese Ministry of Information and Communications)
Blog: Fresco 2.0 a snapshot of fresh Vietnamhttp://www.fresco20.com/________________________________________________Yahoo 360: largest group of youth but closing270,000 Facebook users -- up 320% from last quarter (@twitvietnam)
Friendster very popular in South East Asia_____________________________________________________________________________________________________
Baomoi Mobile Application: keep up with latest Vietnamese news + 80 local online newspapers.
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: 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
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Examples of Climate Change Platforms
www.350.org (US Bill McKibben)http://www.350.org/story
www.wiseearth.org (US Paul Hawken)http://www.wiserearth.org/all/search/q/Climate+Change+Vietnam+is_private:0+is_private:0/pagerMax/10/page/1
www.celsias.com (NZ) http://www.celsias.com/articles/environment/climate-change/?q=Vietnam
Community Based Adaptation Exchange (OneWorldSouthAsia)
http://community.eldis.org/cbax/
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Reframing the way we communicate
: Twestival “Charity through microblogging”USD$250,000, 17,000 beneficiaries, 1 cause, 202 cities,
60 major press media coverage
: 100Places.com ;Mekong (120 second videos) http://www.youtube.com/watch?v=uSHQFDKo9bk
: Facebook Causes “Making a Difference” cause related awareness and fundraising
14,717 causes in Environment.
140 + 120 = remembered and shared messages.
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Access
140 Characters 6M users 1B updates 24% heavy users Worth $250M 31 Employees
Largest age demographic is 35-to-40-year-olds (25.9% users)
– Apr ‘09
•More than 200 million active users•About 70% of Facebook users are outside the United States•More than two-thirds of Facebook users are outside of college•The fastest growing demographic is those 35 years old +
• 100 million viewers in March 2009. • In total, internet viewers have viewed 14.8 billion online videos in January 2009 alone, with
•147 million U.S. internet users watching
•an average of 101 videos per person.
http://movers20.esnips.com/TableStatAction.ns?reportId=100
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Environmental Social MEDIA STRATEGY.Choosing a Path
Social Media Campaign Components
Budgeting Resources
Entrance, Maintenance and Exit Strategy
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Social Media Campaign Components
1) Home BaseWeb page
Blog
PR log
2) Podium
YouTube
3) Megaphone
DeliciousOther blogs
Wiki
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Review the 3Ms
HuMans
Money
Minutes
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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
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TIPS for Posting, collaborating, following…
1. Take advantage of all the FREE applications.2. Build your Professional Profile for FREE3. Start a Google GMAIL Account FREE4. Set up FREE RSS Feeders and blackboard sites5. Use it to set up FREE web conferences and webinars.6. Share documents online –Google Doc’s, Slide Share
FREE. 7. Think collaboratively with a group – FREE Wiki’s
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Cám ơn
Viet Nam
Understanding Social Media FOR ImpactStrategic Environmental Communications
Monday, July 11th 2009
Angela Adrar
(202) 439 -7724
A spider descending on its thread is a bringer of joys from above.
