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

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