Transcript Advocacy - Indevelop

Social Media and Advocacy
SIDA Advanced International Training Programme
UN Resolution 1325: Women, Peace and Security
March 27, 2012
Today’s Session
•
•
•
•
Understanding Social Media
Social Media Strategies &Tools
”Women and Conflict Resolution” Campaign
Exercise
What is Social Media?
“Social media is a category of web-based media where people
interact, participate, share and collaborate.”
“Social media is the sharing of user (human) created information
and interacting on-line using Internet technology (Web 2.0)”
“Social media is the democratization of information, transforming
people from content readers into publishers. It is the shift from a
broadcast mechanism, one-to-many, to a many-to-many model”
“Social media is online conversation.”
Social Media is NOT...
•
•
•
•
•
•
•
•
•
FREE
A trend soon to be replaced by another
Only about social networking
A simple process
a communication strategy
A race to get more people to your page
one off ad-hoc job
Is not about immediate results
Always controllable and predictable
Join the Social Media Revolution!
• We don’t have a choice on whether we DO social media, the
question is how well we DO it.”
• If Facebook were a country it would be the world’s 3rd largest.
• The #2 largest search engine in the world is YouTube
• There are over 200,000,000 Blogs in existence
• 60 millions status updates happen on Facebook daily
• 78% of consumers trust peer recommendations, only 14% trust
advertisements
• 60 millions status updates happen on Facebook daily
• Social Media isn’t a fad, it’s a fundamental shift in the way we
communicate
Social Media for NGO’s?
• Tools to connect and engage with communities
• Spreading awareness
• Attracting volunteers, media coverage, and
employees
• Collaborate & get measurable feedback
Why is Social Media Strategy important?
“Without direction social media can lead you to
no direction.”
• Maintain the focus on organizational
objectives
• Get the best ROI possible
• Integrate with other platforms
• Avoid backlash, social media fatigue and lost
opportunities
Designing a Social Media Strategy
Designing a Social Media Strategy
1.
Listen - Conversation Mining
Find your target audience, listen to conversation, find
influentials (Technocrati, Wefollow, Twitter Search)
2.
Identify SMART Goals and Objectives (less is more)
Ex. Increase followers by 15 percent in six months.
3.
Develop Your Plan and Time Your Content
What? To Whom? When? How? Choose your tools?
Resources?
Social networks where you work
• Focus on a few things that you want to
achieve.
• Be specific
• Become expert - gather facts and
figures that supports your goals.
Designing a Social Media Strategy
4. Develop CONTENT (Sticky!)
Relevant and timely statistics
Ask your community - take polls and share results
Invite guest authors
Top 10 lists
Case studies
Guides to help educate
Interviews
News
Opinions
Photos
Videos
Competitions
Tutorials
Designing a Social Media Strategy
5. Implement Your Plan, ENGAGE!
Communities are built not bought
Communities cannot be forced
Get to know the community
90-9-1 principle
Stroke egos
Provide VERY useful content
Ask questions
Moderate
Know the culture and respect it
Seek expert opinion and advice
Make it personal
Accept and respond to criticism
Showcase and acknowledge good work
Do not try to please everyone
Designing a Social Media Strategy
6. Measuring Success (engagement & influence)
a.
b.
c.
d.
e.
f.
Gross views
Connections (no. of subscribers, fans, followers)
Audience engagement (comments, retweets)
Social media referrals
Social media conversions
My engagement
Measuring tools:
ZoomSphere.com
YourBuzz.com
Unilyzer.com
SESSION’S BRAINSTORMING
Use privacy settings
Share experiences and achievments
Invite to events
Start campaigning, create fan page/group
Share important political, social and cultural information
Publish photos
Link to interesting interviews and articles
Be personal, send personal messages
Use Knodes application to make your network searchable
Be creative: use social games, pools, ask Q:s
FACEBOOK
- Create a FB page/group
- Be brief & visual – keep to 200 characters
- Directly engage with your fans
- Grow your fan-base
-Post during weekdays and on hours
people usually use FB
- Drive action off of Facebook
SESSION’S BRAINSTORMING
Use Twitter to lobby for a cause
Use # hashtags
ReTweet
Keep up a dialogue with your followers
Share news
TWITTER
- Follow people & Twitter
causes (search, RSS)
- Clear personality of your Twitter handle
- Create useful content
- Use # hashtags, @ replies & ReTweet
- Use Trending Topics
- Increase your visibility thru relevant #:s
-Network!
Foto Rosautra Ochoa
SESSION’S BRAINSTORMING
Connect to your webpage if you have one
Publish what’s new on the topic
Use it to network with other bloggers och to connect within you
group
Experiment!
BE YOURSELF!
BLOG
Blogging:
- Blogspot, WordPress, Tumblr, LiveJournal –
discover the platform where your target group is!
- Blog regularly
- Shorter texts with a clear message on topics you
know your audience is interested in
- Solicit comments
- Action alerts
Photo:Robb Sutton
SESSION’S BRAINSTORMING
DO IT – upload your videos, interviews
Learn from it - use it to do research, look for documentaries
Cross promote, publish links to your videos at other platforms
Be inspired by music you find
YOUTUBE
- Make videos: interviews, footage from your
activities and actions
- Partner up
- Reach out: ask Q:s, make statements,
call for action
- Be genuine
- SHARE
Photo: Andrew Perry
Photo: Andrew Perry
Goal: to promote women’s participation in peace processes and
conflict resolution in order to create stability.
Objectives :
- to identify the obstacles for women to participate in peace negotiations and peace
processes
- to make women’s rights and women’s participation in peace processes and conflict
resolution an integral part of security analysis and policy on a national and
international level.
- to promote awareness about the necessity of involving more voices in the peace
and rebuilding processes; in particular women’s voices.
WOMEN AND CONFLICT RESOLUTION PROJECT
• Five analyses – the DRC, Liberia, Bosnia and Herzegovina, Iraq
and Nagorno-Karabakh
• Report and advocacy material
• High-level conference in Brussels
• Seminars
• Documentary
• A web-based campaign in English, Arabic and Russian
www.equalpowerlastingpeace.org
• Cross-regional network meetings
• Capacity-building
ACTIVITIES