2009-12-17 FNF PAK -  Social Media
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2009-12-17 FNF PAK - Social Media

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Some Input on Social Media in Pakistan for the FreedomGate Pakistan (FGP, www.freedomgatepakistan.org) workshop on "Political Communication in the IT Age", Dec. 16/17 2009

Some Input on Social Media in Pakistan for the FreedomGate Pakistan (FGP, www.freedomgatepakistan.org) workshop on "Political Communication in the IT Age", Dec. 16/17 2009

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2009-12-17 FNF PAK - Social Media Presentation Transcript

  • 1. Social Media Olaf Kellerhoff Resident Representative Pakistan
  • 2. Olaf Kellerhoff Social Media Dec. 17 .2009 Overview 1. Introduction 2. Trends in Internet 3. Internet use in Pakistan 4. Strategy & Tactics 5. Operations More and more importance: Web 2.0
  • 3. Olaf Kellerhoff Social Media Dec. 17 .2009 1. Introduction
  • 4. Olaf Kellerhoff Social Media Dec. 17 .2009 Social Web Social Web = Web 2.0 := People socialize & interact through internet 1. People focus: Facebook 2. Hobby focus: flickr, games etc. Global interest sharing, connections and interactions. 3. Networking focus: Linkedin => Common interest 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 5. Olaf Kellerhoff Social Media Dec. 17 .2009 Emphasis in Social Web Identity: Who are you? Reputation: What do you think /stand for? Presence: Where are you? Groups: How do you organize your connections? Conversations: What do you Avatar – artificial person or discuss? graphical representative of a real person in the virtual world Sharing: What do you give? 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 6. Olaf Kellerhoff Social Media Dec. 17 .2009 2. Trends in Internet
  • 7. Olaf Kellerhoff Social Media Dec. 17 .2009 Mashable.com http://mashable.com/2009/08/03/what-is-social-media/ 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 8. Olaf Kellerhoff Social Media Dec. 17 .2009 3. Internet use in Pakistan
  • 9. Olaf Kellerhoff Social Media Dec. 17 .2009 History of Internet in Pakistan 1991 PTCL introduces Packet Switched Data Network (PSPDN) – you can get into internet 1992 first email node in Karachi 1995 .pk domain - first country in SA to open for private market 1996 PTCL starts internet service 1998 first cybercafés 2000 broadband cable in Lahore 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 10. Olaf Kellerhoff Social Media Dec. 17 .2009 History of Internet in Pakistan 2002 GoP sets up Virtual university 2003 first satellite operational 2007 12.200 users join the Facebook group “We oppose Emergency in Pakistan” (Musharraf) 2008 internet users in PAK: 22 Mio 2009 March: 939,660 FB users in Pakistan (of 250 Mio) (=5,37% internet users) 2009 May 6.9% of Orkut user (263 Mio) from Pakistan (=18 Mio)??? 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 11. Olaf Kellerhoff Social Media Dec. 17 .2009 Trends in Pakistan 1. 600.000 broadband subscribers (4 Mio worldwide) 2. 4th country of broadband growth in the world 3, 92 Mio mobile phone users Predicted: 50 Mio mobile phone 4. internet users in the next 5 years 5. 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 12. Olaf Kellerhoff Social Media Dec. 17 .2009 Pakistani users Pakistan Telecommunication Authority (PTA) estimates 22 Mio users in 2008 76.0% of active users in Pakistan read blogs. 72% have at least created a profile on a social network 72% Pakistanis upload pictures while 47.7% upload videos. Online video clips 85% engage in this activity every day / every other day. 47% of Pakistani users have downloaded a podcast. Only 35% of Pakistani users subscribe to RSS feeds. Source: www.greenwhite.org
  • 13. Olaf Kellerhoff Social Media Dec. 17 .2009 Facebook users in PAK* Fem. 250 222,808 139,51 40% Male 200 206,38 150 60% 100 76,303 50 39,471 14,005 4,208 3,417 1,149 3,181 0 13-17 18-25 26-34 35-44 45-54 55-59 60-65 65+ *14. Dez. 2008: There are 358,978 users registered with Facebook from Pakistan. 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 14. Olaf Kellerhoff Social Media Dec. 17 .2009 Orkut vs. Facebook in Dec. 2008 more users at Orkut, but 11% loss in market several security lapses strong in India – therefore cautious in Pakistan => decision: due to high consumption concentration on one single Social Web Page - Facebook 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 15. Olaf Kellerhoff Social Media Dec. 17 .2009 4. Strategy & Tactics
  • 16. Olaf Kellerhoff Social Media Dec. 17 .2009 Target Audience general and Social Web Liberal Leaders and future leaders /young professionals and interested in Liberalism in Politics, economy and society Young Professionals: 14-30 = investment in the future = accept change easily = easier to form = bigger in number = more active in Web Out of these: Educated Committed Basically open minded Source: wwww.populationaction.org 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 17. Olaf Kellerhoff Social Media Dec. 17 .2009 5. Operations
  • 18. Olaf Kellerhoff Social Media Dec. 17 .2009 Use of Twitter Other commands include: 1. (type your message directly) 2. @twitterID (reply to someone’s tweet) Also from your mobile 3. D twitterID (sends a direct message to a user) 4. ON (turns twitter notifications on) 5. OFF (turns notifications off) 6. ON twitterID (turns notifcations for a particular user on) 7. OFF twitterID (turns notifications for a user off) 8. inv (to invite your friends to use our app) 9. help (to contact customer support) 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 19. Olaf Kellerhoff Social Media Dec. 17 .2009 Yahoo Groups SEO Links polls are possible 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 20. Olaf Kellerhoff Social Media Dec. 17 .2009 Flickr.com photos will be viewed and used by others – higher outcome (if properly tagged) links with other pages (and easier upload) only 200 photos upload per month (free account) => regular upload 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 21. Olaf Kellerhoff Social Media Dec. 17 .2009 Youtube Embedding in other sites Advertising on other sites 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 22. Olaf Kellerhoff Social Media Dec. 17 .2009 Slideshare.net upload & sharing of presentation = multiplying impact of work already done don’t have to email shows activities 1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
  • 23. Olaf Kellerhoff Social Media Dec. 17 .2009 Interlinking Accounts Less work higher outcome: e.g. video placed on
  • 24. Olaf Kellerhoff Social Media Dec. 17 .2009 Follow us: Keep in touch! twitter.com/FNF_Pakistan See us: flickr.com/photos/liberal_friends_of_pakistan Watch us: youtube.com/LiberalFriendsofPAK Read with us: amazon.com (People search: FNF Pakistan) Learn from us: slideshare.net/LiberalFriendsofPakistan Become a fan: Liberal Friends of Pakistan www.mynameise.com/LiberalFriendsofPAK Also in Urdu www.southasia.fnst.org