The document provides an overview of social media tools and their use in Pakistan. It finds that television, radio, and newspapers still dominate but Facebook has 6.4 million users, Twitter 2.5 million, and YouTube 7 million users in Pakistan. The top topics discussed are the growth of social media platforms and their advantages for sharing content. Measurement tools for social media are also outlined. The conclusion emphasizes that social media is growing rapidly in Pakistan and highlights the opportunity for its use.
3. Traditional Media in Decline
S Books, newspaper, music, T
V networks
24 of the 25 largest newspapers are experiencing
record declines in circulation
7. What is social media?
S Social media is a collection of web-based or mobile
technologies that turn communication into an interactive
dialogue or multilogue
S Content is easily shared
S Peer/friend recommendations
S Consumers also become producers
8.
9. Overview of Social Media
in Pakistan
S TV, Radio, and Newspapers Still Rule
S 22 million with Internet
S Facebook – 6.4 million
S Twitter – 2.5 million
S YouTube – 7 million
S Facebook, Twitter, YouTube, Blogspot, LinkedIn all in
Pakistan‟s top 10 most visited sites.
11. Topics Today
S Overview of Social Media Tools
S Social media best practices
S Measurement and Analysis Tools
12.
13. 900
Million
If Facebook were a country, it
would be the third most
populated in the world behind
China and India
#1 or #2 most visited site in
Pakistan
14. Twitter
S “What are you doing?” in 140 characters
S Audience: 200+ million
S #9 most visited site in Pakistan
S Good to see what is happening, spot trends, call for
feedback
15.
16. YouTube
S Video-sharing social media site - Upload, view, and share
videos. 7 million users in Pakistan - #3 Site in Pakistan
S 4 billion videos viewed per day
S Over 1 trillion plays in 2011
20. Flickr
S Image and video-sharing social network
S 6 billion photos
S Audience: 80 million unique visitors
21.
22.
23. Most Popular
Social Media Platforms
S Facebook – 900 million
S Twitter – 200 million users
S YouTube – 4 billion videos played per day
S Flickr – 80 million unique users - > 6 billion images
S LinkedIn – 50 million users - #10 most visited site in
Pakistan
24. All About Sharing
Why Do People Share?
S 94% interesting content
S 84% humor
S 66% personal connection
S 32% offered incentives
Ad age 2012
25. The Advantage
S You change the numbers in your favor by:
S Increasing the number of people exposed to your content
S Create attention grabbing content
S Include powerful calls to action
- do something
28. Facebook Glossary
S Profile = Your page, contains info, photos, videos, and lists of
your friends or whatever else you choose to include
S Post = Message of 420 characters or less
S Like = Button used to indicated appreciation, affiliation, or
acknowledgement without having to add comment
S Newsfeed = continuous stream of updates
S Fan Gate = page requiring a „like‟ in order to gain further value,
content or information
32. Twitter
“The qualities that make Twitter
seem insane and half-baked are
what makes it so powerful.”
- Jonathan Zittrain, Professor of
Law at Harvard
38. It‟s Important to Measure
S Measure future success
S Website – why do they come, how long do they stay
S Facebook – Likes, Reach, Shares, City and Demographic
Breakdown
S Twitter – Followers, Mentions, Retweets, Message Reach
S YouTube – Plays, Comments
53. Q1 2010
Arabic Social Media Discussions
57% of conversations
included
socio-economic terms
Source: Arab Media Influence Report 2011
54. Q1 2011
Arabic Social Media Discussions
88% of conversations
included political terms
Source: Arab Media Influence Report 2011
55. More Best Practices
S Give out business cards with all social media sites on
them at every event.
S Social media bookmarks in every e-mail signature
S Twitter out all press releases
S 8-10pm is peak time in Pakistan on social media
S Pose questions on social media. Call to action…do
something
S Planning schedule for social media
56. Conclusion
S Social Media is growing rapidly in Pakistan
S An overview of social media platforms
S Measurement and Analysis Tools
57.
58. Thank You!
S Questions?
S Tim Receveur
S receveurtb@state.gov
S Presentation can be found at
http://www.slideshare.net/receveur/presentation-for-
peshawar-journalists
S
59. Social Media Strategy
S 75% of my time is day-to-day on website and social media sites.
Will train new webmaster on these tasks when she arrives.
Want to focus on:
S Social Media Strategy – SOPs, weekly reports, content schedules
S Create listening dashboards (voices, keywords) – PAS, Urdu
blogs, political, econ. Keyword trends product – spot trends before
they become news
S Countering misinformation from journalists and other influentials
S Work on platforms (SMS Alert system, FTP site for
journalists, etc.)
S Training (Embassy, Consulates, and external organizations)
S Advertising management (Embassy and Consulates)
Editor's Notes
Publics are less dependent on traditional media24 of the 25 largest newspapers are experiencing record declines in circulation – What is the only one increasing circulation?(Wall Street Journal up 0.5% from the previous year)
Information, mobile, and social media are only growingWe need to be in this space
Because most of the human race is under 30 years old35% of Pakistans population in <14 years old – 85% of Facebook audiences is < 25
How many are familiar with social media? Use it for work?How many are on Facebook, Twitter, YouTube, Wikipedia?Uploaded a movie?
Conversation + friends talking to friendsWe want people to spread our message, defend us if necessaryPeople don’t trust ads, they trust peer recommendations
Traditional media still rules1 million joined Facebook in the last 6 months3G coming
109 million cell phonesLeads us into Twitter
2 disclaimers before we get started
Remember that the value in social media comes from the content, interaction, and measurementSome social media channels require less effort like Twitter
Posting videos, photos, status updates, instant chatAny idea how many from Pakistan?5.9 million Pakistanis - 1 million new users in last 6 months
#9 most visited site in PakistanHow many on Twitter? - How many have ever tweeted?On of the most famous tweets ever came from PakistanHandout on the basics of Twitter
New look – search by people and tweetsTop trends in Pakistan – native support for the Urdu language
#3 most visited site in Pakistan7 million users in PakistanHow many have watched? - Has anyone uploaded a video?Charlie bit my finger most popular – 400 million views
Millions of mediocre videos, but there are also videos that inspire, spread anger1 year anniversary
Anyone use Wikipedia? Who considers it a social media site? Jimmy Wales - SOPA#8 most visited site in WikipediaEncyclopedia Brittanica
A library staple going out of printThe app version is much lighter and much more useful to those on the go
Before we go any further I want to give you a couple disclaimers
Changing how we hire#10 most visited site in Pakistan
recommendations
Sharing is the key to social media
Calls to ActionThis may mean driving them to another location for more information. Or, it may mean asking them to do something once they consume your contentAgain techniques will be covered in future sessions - The keys to real science are data and experimentation
Timeline view
ExponentialAdd a few photos each day - some were peeved, but they reached over 100,000
It’s not impossible to get to the U.S.Exponentially expand reach by Kids tagging themselves
New interface, inline video
Hashtags bring order to Twitter –way for Twitter users to group tweets associated with a specific topicmake it easy to follow a topic of interest
Search results now list by Tweets and now by people
21,000 to nearly 70,000 – more than tripled
Resume, job responsibilities, keep in touch with co-workers, former employees, thought leadersRecommendations that last forever
Good for storing high def photos and sharing.
So
Even deeper - infographics
Stats on country traffic, top platforms, breakdown by countries
Stats on Facebook, Twitter, YouTubePenetration
Top brands in FacebookNext up getting into specific tools
Pakistan trends
Pulls in all of your followersScientific
Facebook Insights
Facebook Insights
Green – high schoolBlue – familyGeorge mason – George Washington UniversityRed – State Department
Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, cities
Puts my kids to sleep, but I find it fascinatingFirst quarter of 2010
Social media was a key driver because it bridged the gap between social classes – for the first time creating a much larger anti-government front that included rich and poor.
Social Media can do amazing thingsJust a tool to expand what you’re already doing.
