Social media for communicating and sharing knowledge in programmes and projects


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Presentation by Vanessa Meadu, Pete Cranston and Pier Andrea Pirani at the FAO Social Media Training - July 2012

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  • Spread messages about the role of sustainable agriculture for achieving food security in a changing climate (before, during and after the conference and especially at Agriculture and Rural DevelopmentDay, a major event convened by agricultural agencies at Rio);spread RIO related messages/content from CCAFS (publications, tools, and more) report live from key agriculture and food security related events esp ARDD;connect offsite participants to what is going on in Rio, in real-time;engage with a global community of people, in Rio and online, who are debating the issues we work on.
  • a. Advocacy outreach to a wider community:Using social media around particular events provides a unique opportunity to reach out to a wider community than just merely the people present at the event or the “conventional media”. It allows the use of mass social media to bring out your key messages, as an awareness or advocacy tool to a broad audience.b. Increased offsite participation:As social media is a two-ways communication, it enables an interaction with “outsiders” soliciting for their offsite participation in the onsite presentations and discussions, as well as stimulating discussions about the topics the event covers.c. Increased onsite engagement:Using event participants as social reporters, social reporting allows a more active engagement of the participants themselves. Where traditionally an audience would be passively listening and taking individual notes at most, social reporting stimulates your audience to more actively engage, to think about the topics and to discuss them.
  • a. Define our social media strategy:- Clearly define and agree on the goals and targets of the social reporting efforts beforehand.- Define the link between "social" and "traditional" media - Define our key messages and the main target audienceb. Agree on roles and responsibilitiesWell before the event, assemble a small team of staff and partners who will be onsite and are willing to report from events, blog, tweet, take photos and more. Also connect with colleagues who are offsite who are willing to help spin and promote the content and help with essential tasks such as editing and uploading content. c. Define the toolsAgree on a standard set of tools and how they will be used. Also agree on conventions (e.g. using the #rio4agtag)d. Produce, aggregate and share content widelyDuring the event, work together to get content finalised and online quickly and invest as much time in promoting content once it's online.f. Monitor and evaluateA wrap-up report can summarize all content generated, and measure the actual reach of the social reporting and document the process as well as the lessons learnt.
  • Mixed group, inside and outside the programme. SharePoint is a a key resource for FAO, tbd this afternoon
  • Mixing blogging with traditional media outreach
  • Reach is the total number of unique Twitter users who received tweets about the search term. Exposure is the total number of times tweets about the search term were received by users. We call each receipt of a tweet an impression. Both reach and impressions should be treated as directional metrics to give you an idea of the overall exposure the tracked term received. You should use these metrics to get a sense of the size of your potential audience, and use engagement metrics like retweets, clicks and replies to gain a more complete understanding of your impact. Source:
  • So that was an event: needs pre-event building, and this was a major effort for a one-off occasion. They use Social Media all the time but we want to change example. This is business as usual in ILRI, aiming to promote and share their content as widely and interactively as possible
  • Social media for communicating and sharing knowledge in programmes and projects

    1. 1. Social Media for Communicating and Sharing Knowledge in Programmes and Projects FAO Social Media Workshop 2012
    2. 2. Logistics and ground rules Rooms Ground Rules – Timing – Phones – Email – Right hand Left hand – Be brief – Allow everybody to talk – ??
    3. 3. Methodology Workshop, peer learning and training Lot of experience in the room, we want to learn from you! Our starting point - KSToolkit – Business functions, refined and selected – Tools mapped against each of them – From the survey results, definition of the agenda EuforicWeb wiki is our home base – Agenda - – Presentations & notes – Workspace
    4. 4. Case study - A new normal: CGIAR Research Program on ClimateChange, Agriculture and Food Security (CCAFS) at Rio+20
    5. 5. CCAFS at Rio+20: Social MediaObjectives Spread messages on sustainable agriculture for achieving food security in a changing climate Share CCAFS content that could inform Rio outcomes Engage in online debates about how to achieve a sustainable green economy Report live from key sessions Connect offsite participants to events in Rio (Developed with input from Peter Casier)
    6. 6. What are we trying to achieve? Share knowledge with a wider community Increased offsite participation Increased onsite engagement:
    7. 7. How to achieve our goals Define our social media strategy: goals, messages, audiences Agree on roles and responsibilities: who does what? Define the tools and how to use them Produce, aggregate and share content widely: before, during and after the event Monitor and evaluate: what did we learn
    8. 8. Getting organisedGoogle site andgoogle groupsused tocommunicate withteam and organisebackgroundmaterials
    9. 9. BloggingCCAFS• live reporting and analysis from sessions.• all tagged under #rio4ag
    10. 10. BloggingGuest blogs• Strategic placement of opinion pieces• Huffington Post, Reuters AlertNet, Scientific American
    11. 11. BloggingResults:50% increase in traffic to blog in the two weeks of theconference. People spending more time reading.
    12. 12. Microblogging• Tweeting live from sessions;• Sharing key content (blogs, photos, presentations);• Sharing opinions and insights• RTs of what our partners are saying, and more.• All using #rio4ag
    13. 13. MicrobloggingResults:• RTs from high profile individuals and organisations• On peak day, tweets tagged #Rio4Ag had over 1,500 Twitter broadcasts, resulting in 3 million individual messages, reaching 598,000 different people• During conference, traffic to the CCAFS blog from twitter increased 400%
    14. 14. Webcast• Sessions from ARDD broadcast live online• Online viewers could ask Q’s to the panel via twitter and facebook.• The event had 600 online viewers, plus 600 in person
    15. 15. Video sharing• ARDD session videos posted on YouTube same day• Videos embedded on blogs and websites, shared via twitter & FB• Some videos had hundreds of views in following days
    16. 16. Photo sharingPhotos from key events around Rio posted sharedvia Flickr, on blogs, and via twitter & FB
    17. 17. Presentation sharing• ARDD session slides posted on SlideShare same day• Embedded on blogs, websites, shared via twitter & FB• Some slides had 100s of views: more than number /tag/rio4ag of people in audience
    18. 18. WikispacesEthiopian Livestock Feed project | MilkITproject | East Africa Dairy Development IIproject
    19. 19. BloggingFodder Adoption blog | Africa Rising blog
    20. 20. Social Bookmarking
    21. 21. Photo sharing
    22. 22. SLIDESHARE
    23. 23. Twitter
    24. 24. Video
    25. 25. ILRI social media metrics (Liya Dejene of ILRI)Who’s following ILRI online? What comments do they post?What are our audience most interested in?Source:
    26. 26. Social CGIAR: content objects havelegs… Blogging Microblogging Webcasts Video-sharing Photo sharing Presentation sharing Wikis for collaboration and coordination Google documents and sites for coordination Social Bookmarking Feeds Facebook (social network sites) Email groups
    27. 27. Brian Solis – The conversation prism
    28. 28. Web of people... LinkedIn Labs | InMaps
    29. 29. A web of flow...
    30. 30. Policy actors in six Southern countriesSimon Batchelor – IDS Impact and Learning Blog
    31. 31. Social Media for Communicating and Sharing Knowledge in Programmes and Projects FAO Social Media Workshop 2012