RPC Communications Capacity Building Workshop 8th April 2008 Communicate your message using new media By Branislava Milosevic, CAFOD

Hi! Managing online comms in Catholic Agency for Overseas Development (CAFOD): e-campaigning, e-marketing strategies, Make Poverty History new media Radio Projects manager in OneWorld.net: training for community radio, online radio and TV BBC World Service in Serbian: journalist and presenter

Managing online comms in Catholic Agency for Overseas Development (CAFOD): e-campaigning, e-marketing strategies, Make Poverty History new media

Radio Projects manager in OneWorld.net: training for community radio, online radio and TV

BBC World Service in Serbian: journalist and presenter

Outline of the session A bit of a background – WEB 2.0 Examples of WEB 2.0 in practice Use of new media for research Questions

A bit of a background – WEB 2.0

Examples of WEB 2.0 in practice

Use of new media for research

Questions

Background

Its recent inclusion as a verb in the Oxford English Dictionary confirms what competitors feared: Google means search to an army of Web users. (Bloomberg news) User Generated Content (USG) Discuss Comment RSS Tag Vodcast Podcast Send to a friend

User Generated Content (USG)

Discuss

Comment

RSS

Tag

Vodcast

Podcast

Send to a friend

Examples of WEB 2.0 in practice and potential

Use of new media for research to do research to promote results of research in order to achieve something

to do research

to promote results of research in order to achieve something

What are you trying to achieve by communicating the results of your research?

What are you trying to achieve by communicating the results of your research?

Who do you need to influence to achieve this? (target)

Who do you need to influence to achieve this? (target)

Who do your messages need to reach in order for you to be able to influence your target(s)?

Who do your messages need to reach in order for you to be able to influence your target(s)?

What can you achieve by using new media?

What can you achieve by using new media?

What can you achieve by using new media? Visibility Immediacy Global involvement Around the clock activity

Visibility

Immediacy

Global involvement

Around the clock activity

Practical tips for using new media for research

Practical tips for using new media for research

Practical tips: Know your audience What media they consume? Which websites they visit?

What media they consume?

Which websites they visit?

Info: GSM world website

Practical tips: Know your audience Who will they listen to? What is their motivation to consume your communication? Recycle/adapt successful ideas Make it short and snappy

Who will they listen to?

What is their motivation to consume your communication?

Recycle/adapt successful ideas

Make it short and snappy

Create a buzz online Comment RSS Tag Discuss Podcast Vodcast Send to a friend

Comment

RSS

Tag

Discuss

Podcast

Vodcast

Send to a friend

Questions?

Questions?

Thanks [email_address]

Thanks

[email_address]

Who should be targeted via new media?

Who should be targeted via new media?

NO Citizens in the South

NO

Citizens in the South

YES Governments Policy makers Other researchers Media Western NGOs

YES

Governments

Policy makers

Other researchers

Media

Western NGOs

Make Poverty History new media Overall stats 800,000 people taking action 1 million actions 500,000 people emailed Tony Blair estimated 10 million visits to the website 53% of people who received an email took action Massive impact because of celebrity endorsement and constant presence in the media

Overall stats

800,000 people taking action

1 million actions

500,000 people emailed Tony Blair

estimated 10 million visits to the website

53% of people who received an email took action

Massive impact because of celebrity endorsement and constant presence in the media

Make Poverty History new media Stats after 2 nd July 8% of people who received an email took action (fall from 53%) 0.5 % recruitment growth rate as opposed to 55% before 2 nd July 2.2% of people on the e-list migrated to orgs in coalition Media coverage reached 72% of UK adult population, but new media only 1.2% of UK’s Internet population

Stats after 2 nd July

8% of people who received an email took action (fall from 53%)

0.5 % recruitment growth rate as opposed to 55% before 2 nd July

2.2% of people on the e-list migrated to orgs in coalition

Media coverage reached 72% of UK adult population, but new media only 1.2% of UK’s Internet population

Make Poverty History new media Recommendations Proper investment New media part of communication strategy not an after-thought Understood by most senior managers as to what new media can contribute and how Cross-discipline group of professionals Going beyond the one-to-many ‘broadcast’ model of communications

Make Poverty History new media

Recommendations

Proper investment

New media part of communication strategy not an after-thought

Understood by most senior managers as to what new media can contribute and how

Cross-discipline group of professionals

Going beyond the one-to-many ‘broadcast’ model of communications

Useful links Make Poverty History new media evaluation http://www.bond.org.uk/campaign/mph.htm Campaigning pulse http://www.fairsay.com/blog/

Make Poverty History new media evaluation

http://www.bond.org.uk/campaign/mph.htm

Campaigning pulse

http://www.fairsay.com/blog/