Communicate your message using new media

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    Communicate your message using new media - Presentation Transcript

    1. RPC Communications Capacity Building Workshop 8th April 2008 Communicate your message using new media By Branislava Milosevic, CAFOD
    2. 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
    3. 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
    4. Background
    5. 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
    6. Examples of WEB 2.0 in practice and potential
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    19. Use of new media for research
      • 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?
      • 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)?
      • What can you achieve by using new media?
    20. What can you achieve by using new media?
      • Visibility
      • Immediacy
      • Global involvement
      • Around the clock activity
      • Practical tips for using new media for research
    21. Practical tips: Know your audience
      • What media they consume?
      • Which websites they visit?
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    25. Info: GSM world website
    26. 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
    27. Create a buzz online
      • Comment
      • RSS
      • Tag
      • Discuss
      • Podcast
      • Vodcast
      • Send to a friend
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      • Questions?
      • Thanks
      • [email_address]
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      • Who should be targeted via new media?
      • NO
      • Citizens in the South
      • YES
      • Governments
      • Policy makers
      • Other researchers
      • Media
      • Western NGOs
    34. 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
    35. 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
      • 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
    36. Useful links
      • Make Poverty History new media evaluation
      • http://www.bond.org.uk/campaign/mph.htm
      • Campaigning pulse
      • http://www.fairsay.com/blog/
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