4. German communication market
Facts:
• structure today as a result of pre-war history
• strong dual broadcast system with basic service mandate
• heterogenous print market with around ten national
newspapers and around 300 regional titles but only a
handful of agenda-setters
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5. German communication market
...and numbers:
• 2/3 of all Germans read daily (print) newspapers¹
• with a run of around 3 Mio.the tabloid BILD is most
popular
• agenda setters are national newspapers (FAZ, SZ, WELT,
Handelsblatt, FTD), the weekly ZEIT and Spiegel
• between 5-10 Mio. Germans watch Tagesschau every day
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6. Online?
• 76% of all Germans are online²
• < 40 almost everyone is connected
• average of 133 minutes daily
• importance of online news sites mirrors print (most
important is Spiegel Online with 10 Mio. unique user
each month)
• Facebook (24 Mio. users/ 30 %) is most succesful
social network, XING (4 Mio./5 %), Google Plus (4
Mio./5 %), Twitter (0,6 Mio./0,007 %)
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7. Social Media = Facebook
www.allfacebook.de/userdata/
8 C 20/20 Social Media & Germany 10/10/2012
8. Social Media = Facebook
www.allfacebook.de/userdata/
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15. German foundation landscape
• not one definition by German law
• 18.946 foundations³
• largest foundations are private
U.S. foundation landscape
•98,671 private foundations
•966,711 public charities
•**Top 1,000 give 2/3 of money
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16. German private foundation giving
U.S. private foundation giving
•$46.9 billion in 2011
• 71% independent foundations, 11% corporate, 9%
community
17.
18.
19. Transparency – not yet the norm
www.transparency.de/Initiative-Transparente-Zivilg.1612.0.html
20. Grantee feedback – not yet the norm
www.stiftung-mercator.de/die-stiftung/learning-from-partners-lfp
22. Ranking
www.pluragraph.de/categories/stiftungswesen-freiwilligenarbeit
• 70 % of all grant-making
foundations don't have an
own website
• Foundation 2.04: 482 are on
Facebook, 243 on Twitter, 61
on Google Plus
• foundations on Facebook:
WWF Deutschland (105000),
Robert-Enke-Stiftung
(72000), FES (12000),
Amadeu Antonio Stiftung
(3500)
23. U.S. foundation comparison
• 80% have a website
• 76% using online video
• 47% have a blog
• 39% use Facebook
• 31% use Twitter
• BUT 93% of foundation communicators use social media
of some kind
Everyone in the pool!
Webinar EFC: Using Technology to educate, empower and 05.12.2011
engage
28. Mercator 2.0
Goals
• transparency
• modern communication approach
• convening power
• network organisation (Mercator
Community)
• potential for political
communication and advocacy
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29. Mercator 2.0
Challenges
• proof of added value (ROI)
• internal capacity building
• private/professional
• calls to action
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30. Contact
Dr. Gritje Hartmann Anja Adler
Deputy Director of Communication Social Media Consultant
gritje.hartmann@stiftung-mercator.de anja@nest.im
+49 (0)201-24522-79 @anjamarieadler
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31. Sources
¹ Arbeitsgemeinschaft Media-Analyse www.agma-mmc.de
² ARD/ZDF Onlinestudie 2012 www.ard-zdf-onlinestudie.de
³ Bundesverband deutscher Stiftungen
www.stiftungen.org/de/presse/pressematerial/pressemappen/jahr
espressekonferenz-2012
4
Bundesvband deutscher
Stiftungenhttp://www.stiftungen.org/de/service/social-media.html
32 C 20/20 Social Media & Germany 10/10/2012
Editor's Notes
New Kids on the Block Short history of the foundation Goals and clusters Numbers and organizational units Communication team (eventuell Webseite zeigen)
Mercator's position among the German foundations
Agenda: We are here to talk about social media for foundations in Germany today, before we dive in we would like to give you a bit of an overview over: 1. the German communication market on- and offline 2. the foundation sector on- and offline To then present: 3. some best cases of social media use from the third sector and 4. share our almost three years of experience of establishing social media at Stiftung Mercator.
Run ZEIT 500.000 FAZ 350.000 SZ 430.000 WELT 250.000 Handelsblatt 140.000 Financial Times Deutschland 100.000 Spiegel 900.000
75,9 Prozent der Deutschen (2011: 73,3%) sind online. Dies sind 53,4 Millionen Internetnutzer. Damit hat sich die Zahl der Internetnutzer in den letzten 12 Jahren nahezu verdreifacht hat (2000: 18,4 Mio.). Gegenüber dem Vorjahr kamen 1,7 Mio. „neue Anwender“ hinzu“. Die höchsten Zuwachsraten gehen weiterhin von den Über-50-Jährigen aus. 76,8 Prozent der 50- bis 59-Jährigen nutzen inzwischen das Internet (2011: 69,1%). Unter den über 60-Jährigen sind 39,2 Prozent (2011: 34,5%) online. Die mobile Internetnutzung hat sich in den letzten drei Jahren mehr als verdoppelt (2009: 11%; 2012: 23%) (ARD/ZDF-Onlinestudie).
Add here: User numbers for other social media platforms
Even though Facebook has been extremely succesful over the last couple of years, the public discourse is highly critical. When we look at the next three articles as representative examples of German media coverage on Facebook as the most important social media platform, it becomes clear that our German communication culture is not necessarily the ideal nuturing ground. Headline 1: „Facebook incites friends to snoop“ as a comment on Facebooks attempt to force people to use real names The idea of informational self-determination and the protection of private data seems to be of much more importance in Germany. How high this idea is value can be seen in a pre-online 1883 decision by the German Federal Constituional court against a door-to-door population census.
Headline 2: „Facebook-Likes: Cheaper in a pack of 1000“ scepticism towards the general economic model of earning money with data
Headline 3: „Facebook has chat messages under surveillance“ intended reference to the idea of surveillance
Twitter just oppened a Berlin office this October user numbers still small, but since spring numbers of active users have doubled also seems to be the plattform for more „serious“ communication between the influencers, lots of politicians and journalists, chancelor's spokesmen as prominent example
only 4 percent of all internet-users read blogs typical blog reader is under 30, in school or working as a freelancer, and uses the internet frequently
Agenda: We are here to talk about social media for foundations in Germany today, before we dive in we would like to give you a bit of an overview over: 1. the German communication market on- and offline 2. the foundation sector on- and offline To then present: 3. some best cases of social media use from the third sector and 4. share our almost three years of experience of establishing social media at Stiftung Mercator.
Add here: annual spending/compare to U.S.
Add here: compare number with spendings of the federal government (education as example)
no specific standard for foundation only for civil society as a whole from 350 third sector participants only around 20 are founations, rest are associations and iniatives other than with the Heatmap problem is that you either are transparent or you are not (Association of German foundations has not established anything comparable yet)
2012 first time Grantee perception report, only two out of five foundations published their individual results and gave feedback on what they are planning to change
2012 focus on foundations for the first time at re:campaign Social Media Lunch since 2011, bianual meetings of foundations social media and communication managers with expert input from other NGOs (Greenpeace, WWF)
So for everything that follows its helpful to keep in mind: 1. the comparison of German to American foundations in terms of size, budget and influence 2. as a result the relative importance and experience when it comes to online communication and social media.
Over the course of the last two years we managed to: (Hier Liste der Erfolge ergänzen) But maybe it is more helpful and interesting to you to talk about the things we are still struggeling with. ROI: Even though strategy establishes social media as central to the foundations mission we struggle toimplemen it this way. There is a lot of rentention of project management (also because of the private/professional division). This seems to link to a larger discussion about the importance of communication and the role of the communication team. Internal capacity building: Communities take time and ROI is not immediate. Hard to convince management and employees to invest time and money. Calls to action: Political communication via expert roundtables and reports Only model so far are awareness and public support
