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Social Media Initiative GIZ Cambodia - Lessons Learned 2013
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Social Media Initiative GIZ Cambodia - Lessons Learned 2013

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Short Description: ...

Short Description:

Social Media Strategy to develop and strengthen the public relations and marketing work of the GIZ Office Cambodia by implementing and connecting the following Social Media-Tools: YouTube, GoogleMaps, Facebook, Weblog and Newsletter/Digital Brochure.

Detailed Description:

On the basis of regular short reports on current events or activities of the GIZ country programs and/or projects in Cambodia a digital newsletter (Social Brochure) will be created and layout in GIZ’s corporate design. It shall include multimedia content, like texts, photos, videos (e.g. documentaries) and audios and will be linked to the following GIZ Cambodia social media platforms:

▪ GIZ-KHM-YouTube-Channel
▪ GIZ-KHM-GoogleMaps
▪ GIZ-KHM-Facebook
▪ GIZ-KHM-Web-Blog

For the purposes of clarity and simplicity, convenience and interactivity, GIZ’s social media channels will be collected and networked all together in one interactive newsletter (Social Brochure). This document should be published on regular basis by a mailing list, which includes all relevant (national/international) stakeholder, including GIZ headquarter, correspondents/journalists, partners (NGOs/GOs) etc.

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Social Media Initiative GIZ Cambodia - Lessons Learned 2013 Social Media Initiative GIZ Cambodia - Lessons Learned 2013 Presentation Transcript

  • Social Media Initiative – Achievements & Challenges 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 1
  • Social Media Initiative – Cambodian Election 2013 •  “Social Media fuels new politics” •  “Social Media drives youth involvement in Cambodia’s National Elections” •  “Cambodian Elections: The Facebook Vote” •  „...Facebook had emerged as a powerful tool for those whose voice previously had been unheard“ •  “Social Media shows election day muscle” •  “Armed with Social Media on their smartphones, the kingdom’s young people vote for change!” 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 2
  • Social Media Initiative – GIZ KH Platform Package 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 3
  • Social Media Initiative – GIZ KH Platform Package 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 4
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 5
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 6
  • GoogleMaps – Connecting About us Home Contributors Current Affairs RSS for Entries Career Sitemap Business Follow on Twitter Contact us Culture & Life Subscribe Travel Connect on Facebook Where to find us in print Environment Society Search in site... Education Opinion Photography Countries Monday, July 29, 2013 LinkedIn Home » Business » Google puts Cambodia on the map Google puts Cambodia on the map July 24, 2013 | Filed under: Business, Cambodia | By: Rebecca Foster Internet giant begins work on its popular Street View feature in the Kingdom By Rebecca Foster Cambodia’s tourism sector is set to receive a significant boost from internet technology giant Google when Google Maps’ Street View goes online in the coming months. EUR USD Popular Currency Symbol Bid USD/CNY 6.1225 Ask 6.1425 Last 6.1325 USD/EUR 0.7530 0.7532 0.7531 USD/KHR 4021.10 4171.60 4096.35 USD/LAK 7603.80 7980.20 7792.00 USD/THB 31.107 31.223 31.165 USD/VND 21090.0 21130.0 21110.0 The The Forex Quotes are Powered by Forexpros Latest Popular Claws and fire The amber nectar Rainbow warrior Google puts Cambodia on the map From left to right: Prak Tayseang (deputy governor), Pak Sokhom (under secretary of state, MOT), Yit Chandararoath (ANA representative) and Divon Lan (product manager, Google) Cambodia’s Street View partners pose in front of the Street View Trekker that has started capturing images of the Kingdom to go online. Stopping the silent killer Find us on Facebook Google’s Street View Trekker began capturing images in Phnom Penh and Siem Reap yesterday and will move on to the rest of the country in due course. “Google’s mapping technology will offer various benefits and help us to continue showcasing our beautiful culture and country with the world,” said Dr Thong Khon, Cambodia’s Minister of Tourism. Southeast Asia GLOBE Like 3,940 people like Southeast Asia GLOBE. “Through this partnership with Google and through our on-going ‘Kingdom of Wonders’ campaign, we hope to encourage more people, both local and global, in experiencing Cambodia in a new way,” he added. Cambodia hopes to welcome five million tourists to the Kingdom in 2015, and 7.5 million in 2020, according to Pak Sokhom, the undersecretary of state at the Ministry of Tourism. “We have many development projects underway which will help modernise our country. However, we will not succeed without the use of technological innovations,” said Sokhom. Facebook social plugin Google’s Street View feature will assist local business owners in promoting themselves online, according to Divon Lan, a product manager at Google. “There are many uses for Google Street View in day-to-day life as well as tourism. The benefit for local businesses will increase the ease with which customers can find shops. Government agencies considering development are also able to see the locations online, which saves time and therefore increases efficiency,” said Lan. Source: Southeast Asia Globe (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 7
  • GoogleMaps – Connecting About us Home Contributors Current Affairs RSS for Entries Career Sitemap Business Follow on Twitter Contact us Culture & Life Subscribe Travel Connect on Facebook Where to find us in print Environment Society Search in site... Education Opinion Photography Countries Monday, July 29, 2013 LinkedIn Home » Business » Google puts Cambodia on the map Google puts Cambodia on the map July 24, 2013 | Filed under: Business, Cambodia | By: Rebecca Foster Internet giant begins work on its popular Street View feature in the Kingdom By Rebecca Foster Cambodia’s tourism sector is set to receive a significant boost from internet technology giant Google when Google Maps’ Street View goes online in the coming months. EUR USD Popular Currency Symbol Bid USD/CNY 6.1225 Ask 6.1425 Last 6.1325 USD/EUR 0.7530 0.7532 0.7531 USD/KHR 4021.10 4171.60 4096.35 USD/LAK 7603.80 7980.20 7792.00 USD/THB 31.107 31.223 31.165 USD/VND 21090.0 21130.0 21110.0 The The Forex Quotes are Powered by Forexpros Latest Popular Claws and fire The amber nectar Rainbow warrior Google puts Cambodia on the map From left to right: Prak Tayseang (deputy governor), Pak Sokhom (under secretary of state, MOT), Yit Chandararoath (ANA representative) and Divon Lan (product manager, Google) Cambodia’s Street View partners pose in front of the Street View Trekker that has started capturing images of the Kingdom to go online. Stopping the silent killer Find us on Facebook Google’s Street View Trekker began capturing images in Phnom Penh and Siem Reap yesterday and will move on to the rest of the country in due course. “Google’s mapping technology will offer various benefits and help us to continue showcasing our beautiful culture and country with the world,” said Dr Thong Khon, Cambodia’s Minister of Tourism. Southeast Asia GLOBE Like 3,940 people like Southeast Asia GLOBE. “Through this partnership with Google and through our on-going ‘Kingdom of Wonders’ campaign, we hope to encourage more people, both local and global, in experiencing Cambodia in a new way,” he added. Cambodia hopes to welcome five million tourists to the Kingdom in 2015, and 7.5 million in 2020, according to Pak Sokhom, the undersecretary of state at the Ministry of Tourism. “We have many development projects underway which will help modernise our country. However, we will not succeed without the use of technological innovations,” said Sokhom. Facebook social plugin Google’s Street View feature will assist local business owners in promoting themselves online, according to Divon Lan, a product manager at Google. “There are many uses for Google Street View in day-to-day life as well as tourism. The benefit for local businesses will increase the ease with which customers can find shops. Government agencies considering development are also able to see the locations online, which saves time and therefore increases efficiency,” said Lan. Source: Southeast Asia Globe (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 8
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 9
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 10
  • Weblog – Publishing Source: Google Analytics (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 11
  • Weblog – Publishing Source: Google Analytics (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 12
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 13
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 14
  • YouTube – Sharing Source: SocialBakers (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 15
  • YouTube – Sharing Source: SocialBakers (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 16
  • YouTube – Sharing Source: YouTube Analytics (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 17
  • YouTube – Sharing Source: YouTube Analytics (August 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 18
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 19
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 20
  • Facebook – Networking 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 21
  • Facebook – Challenges & Goals •  Unknown Facebook page / presence •  •  Challenge: Continuous awareness raising / marketing Goal: Low number of subscriptions / likes •  •  Challenge: Increasing user traffic / community building Goal: Challenge: No interaction with / by the users •  Creating incentives / attractive SM content 16.10.13 Goal: GIZ Social Media Achievements & Challenges by André Hartlapp Page 22
  • Facebook – Research Method •  Comparing three pages by selecting two sample weeks (01.07.-14.07.13): •  •  US Embassy, Cambodia (97.502 Subs.) •  •  GIZ Country Office, Cambodia (366 Subs.) GIZ Headquarter, Germany (20.142 Subs.) Analyzing all three pages by applying three specific measurement criteria: •  Frequency of posts (sender’s activity) •  Content of posts (topic categories) •  Interactivity (response, dialogue, sharing) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 23
  • Facebook – Analyzes /01&2034&567809:;61<&=6>0?&/01;& =6>0?&/01;& )((#(%& )((#(,& !"#$%& )'(#(%& !(#(,& .(#(,& "(#(,& .(#(%& +(#(,& +(#(%& *(#(,& '(#(,& *++& '(#(%& -(#(,& '(#)%& -(#(%& $(#(,& (& )(#(,& (#(,& Source: SimplyMeasured (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 24
  • Facebook – Analyzes 2468?4&=0?A:13&BC6D>&=E:;& $@$!)& +& ***& Source: SimplyMeasured (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 25
  • Facebook – Analyzes /01&2034&567809:;61<&BF7:1&26;>;& G>0>D;& H:1A& 2E6>6& I:F46& J>E49& *(& '$& '(& )$& )(& $& (& Source: SimplyMeasured (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 26
  • Facebook – Analyzes BK49034&L4;861;4&249&BF7:1&26;>& -$(& 567741>;&849&26;>& GE094;&849&26;>& *!'& H:A4;&849&26;>& -((& *$(& *((& '$(& '((& )$(& (& (& )(& )& )& '-& '.& $(& '+& )((& (& Source: SimplyMeasured (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 27
  • Facebook – Analyzes /01&2034&567809:;61<&=6>0?&M13034741>&61&BF7:1&26;>;& )-#(%& )'#$%& =6>0?&M13034741>& M13034741>&0;&,&6N&/01;& )-,& )'#.,& )'#(%& )',& )(#(%& )(,& .#(%& .,& $#',& +#(%& )#",& (& )!& '#(%& -,& *$)& -#(%& +,& ',& (,& Source: SimplyMeasured (July 2013) 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 28
  • Facebook – Analyzes •  US Embassy, Cambodia 01.07.-14.07.13 •  27 posts (English-/Khmer-textual teaser, own and shared content/weblinks, photos/pictures, videos) on: •  Private stories (personal/people portraits: employee, visitors, friends etc.) •  Interactive content (short quiz/survey, online user competition, game etc.) •  International branch news (in general: politics, culture, economy etc.) •  National corporate news (program/project updates/achievements) •  Fun •  Re-Posts 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 29
  • Facebook – Analyzes •  GIZ Headquarter, Germany 01.07.-14.07.13 •  11 posts (English-/German-textual teaser, own and shared content/weblinks, photos/pictures, videos) on: •  Private stories (personal/people portraits: employee, visitors, friends etc.) •  Interactive content (short quiz/survey, online user competition, game etc.) •  International branch news (in general: politics, culture, economy etc.) •  National corporate news (program/project updates/achievements) •  Fun •  Jobs 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 30
  • Facebook – Analyzes •  GIZ Country Office, Cambodia •  4 posts (English-textual teaser, photos/pictures, just own weblinks) on: •  16.10.13 01.07-14.07.13 National corporate news (programme/project updates/achievements) GIZ Social Media Achievements & Challenges by André Hartlapp Page 31
  • Facebook – Recommendations •  Increasing publishing frequency to a minimum of 1 pictured post per day •  Development of new content categories (additional B2C content e.g. Jobs) •  Re-Posts (self created content) •  Sharing posts (3rd party content, e.g. copied from GIZ HQ, GIZ ZFD etc.) •  Short Quiz, Short Surveys, Online competitions (“What do you like/think?”) •  Fun facts (e.g. German-Cambodian commonalities or cultural differences) •  Bilingual posts •  Promoted/boosted Posts (additional Budget and bank account necessary) •  Further connections/backlinks to/from GIZ partner channels/websites e.g.: 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 32
  • German Websites & Social Media Channel e.g. de/com 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 33
  • Khmer Websites & Social Media Channel e.g. kh/org 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 34
  • 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 35
  • Social Media Initiative – General Recommendations 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 36
  • Social Media Initiative – General Recommendations 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 37
  • Social Media Initiative – General Recommendations •  Weblog Migration: from giz-cambodia.com to giz.de/cambodia (GIZ HQ Weboffice: platform-/backend development will be finished end of 2013 •  Newsletter Targeting: monthly updates – e.g. summarized Social Media content – by specified mailing list to Khmer/German journalists/blogger •  Active Editorial: daily content delivered by GIZ projects AND PR group (multimedia content published and distributed to partner websites, too) •  Open Conversation: stimulation/support of comments/discussions about GIZ Cambodia’s activities/achievements (strengthen online-community) •  Extended Monitoring: of 3rd-party-content about GIZ KH’s fields of work •  Fixed position (min. 50%): to boost GIZ’s (SM-/online-) public relations: 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 38
  • Social Media Initiative – General Recommendations •  Google+ (similar to Facebook, double content – copy & past!) •  Flickr (professional photo pool, regular maintenance needed!) •  Twitter (similar to Facebook, minimum: one post per day!) •  LinkedIn (similar to Xing – B2B knowledge base / -recruitment) •  iBook (case studies, brochures, manuals) – alternative: Kindle 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 39
  • Thank You Very Much For Your Attentions! Questions? 16.10.13 GIZ Social Media Achievements & Challenges by André Hartlapp Page 40