U.S. Embassy Islamabad - Social Media Session 1
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U.S. Embassy Islamabad - Social Media Session 1



Social media training by Tim Receveur at the U.S. Embassy in Islamabad.

Social media training by Tim Receveur at the U.S. Embassy in Islamabad.



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  • Does anyone know how many users around the world are on Facebook?
  • Technology is changing both journalism and media consumption, politics andHow governments engage with their citizens and citizens of other countries
  • How many are familiar with social media? Use it for work?How many are on Facebook, Twitter, YouTube, Wikipedia?
  • 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 growing - Who has a cell phone? Who is on social mediaLike governments, many news organizations have moved the conversation necessary?, to making them a driving force for reporting on events and distributing information
  • No where is the increasing trend towards social media penetration more apparent then here in Pakistan109 million cell phones - 3G comingWith the addition of faster Internet and smart phones in the coming years, the importance and penetration of social media will only increase
  • Because most of the human race is under 30 years old35% of Pakistans population in <14 years oldThe importance and penetration of social media will only increase
  • How many trust a TV ad? How many trust your friend?
  • New products or service
  • Different audiences on Facebook and TwitterCan dissect every follower on Twitter if you have the time
  • Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.
  • 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 interface, inline video
  • #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
  • 490 million unique users who visit every month
  • http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=player_embedded
  • 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
  • Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.Some examples of how we are using social media
  • 29,000 to almost 90,000 – tripled our baseline
  • Retweets, replies, favorites, follows
  • 21,000 to nearly 70,000 – more than tripled
  • Over 100,000 views on photos from Lahore – post a few at a time
  • Raise awareness – bring in more applications
  • Post on Best of luck to Saving Face documentaryLearn about your fans – post on rebuilding roads
  • 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
  • Search results now list by Tweets and now by people
  • FP – Earthquake spies
  • Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.
  • So
  • Stats on country traffic, top platforms, breakdown by countries
  • Stats on Facebook, Twitter, YouTube - PenetrationTop brands in FacebookNext up getting into specific tools
  • Facebook Insights
  • Most important – Facebook insightsMeasureable – age, sex, city, countries, languagesFebruary 6-12 1 in 3 Pakistanis reached
  • Pulls in all of your followersScientific
  • Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, citiesGeo-location not all there yet
  • Introductions - HonorStarted at the State Department 12 years ago – e-mail and the web were just getting startedLots more face-to-face, but thanks to technology and social media we can do much more and reach many more people

U.S. Embassy Islamabad - Social Media Session 1 Presentation Transcript

  • 1. Social Media & Pakistan U.S. Embassy Islamabad March 27, 2012 S
  • 2. How Many ofYou Are UsingSocial Media?
  • 3. Traditional Media in DeclineS Books, newspaper, music, TV networks 24 of the 25 largest newspapers are experiencing record declines in circulation
  • 4. Information Explosion
  • 5. Overview of Social Media in PakistanS TV, Radio, and Newspapers Still RuleS 22 million with InternetS Facebook – 6.2 millionS Twitter – 3 millionS YouTube – 7 millionS Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan’s top 10 most visited sites.
  • 6. What is social media?S Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogueS Content is easily sharedS Peer/friend recommendationsS Consumers also become producers
  • 7. Topics TodayS Reasons to use Social Media?S Overview of Some of the Most Popular Social Media ToolsS Measurement and Analysis Tools
  • 8. Important Uses for Social MediaS Increase awareness of your brandS Increase fan-generated advocacy for your brand. Fan- generated advocacy usually has greater credibility, resonance.S Increase fan-generated defense of your brand.S Enhance Customer Service (facilitating customer needs through proactive and reactive communications)
  • 9. Important Uses for Social MediaS Get messages out to a broad audienceS Monitor and report on critical topics related to your brandS Great tools to measure the engagement – understand who your audience is
  • 10. PopularSocial Media Platforms
  • 11. Facebook 850 MillionIf Facebook were a country, itwould be the third mostpopulated in the world behindChina and India#1 or #2 most visited site inPakistan
  • 12. TwitterS “What are you doing?” in 140 charactersS Audience: 200+ millionS #9 most visited site in PakistanS Good to see what is happening, spot trends, call for feedback
  • 13. YouTubeS Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in PakistanS 4 billion videos viewed per dayS Over 1 trillion plays in 2011
  • 14. 201148
  • 15. WikipediaS Crowd-sourced encyclopediaS Articles added by users – edited by usersS 80% non-English - 283 languagesS SOPAS #8 in Pakistan
  • 16. Encyclopedia Britannica
  • 17. FlickrS Image and video-sharing social networkS 6 billion photosS Audience: 80 million unique visitors
  • 18. SOCIAL MEDIA &U.S. Embassy
  • 19. U.S. Embassy Best PracticesS Images and videos ruleS Best content engages users and tells them how your services interact with their livesS People connect to people, not numbersS Quotes and testimonials
  • 20. U.S. Embassy Facebook
  • 21. Interactions
  • 22. YouTube
  • 23. Photo Galleries
  • 24. Exchange Programs
  • 25. Commenting
  • 26. Sharing
  • 27. Why do people share?S 94% interesting contentS 84% humorS 66% personal connectionS 32% offered incentivesAd age 2012
  • 28. Tagging
  • 29. Finding Relevant People
  • 30. Follow Discussions
  • 31. Spot Trends Before the News
  • 32. Some Social Media Best PracticesS Give out business cards with all social media sites on them at every event.S Social media bookmarks in every e-mail signatureS Twitter out all press releasesS 8-10pm is peak time in Pakistan on social mediaS Pose questions on social media. Call to action…do something
  • 33. UsefulMeasurement Tools
  • 34. It’s Important to MeasureS Measure future successS Website – why do they come, how long do they stayS Facebook – Likes, Reach, Shares, City and Demographic BreakdownS Twitter – Followers, Mentions, Retweets, Message ReachS YouTube – Plays, Comments
  • 35. Alexa.comhttp://www.alexa.com/topsites/countries/PK
  • 36. Socialbakers.com
  • 37. Facebook Insights
  • 38. Facebook Insights
  • 39. Social Bro
  • 40. Tweetreach.com
  • 41. Trendsmap
  • 42. ConclusionS Social Media is growing rapidly in PakistanS Social Media platformsS Remember, understand your objectives first and find a tool to support themS Analysis and measurement are critically important