Forum One Presentation on Social Networking to Hipnet Pres


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Overview of social media tools and strategies, specifically as they apply to global health issues given by Michaela Hackner and Suzanne Rainey of Forum One --

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  • Intro: 5 min Web 2.0: 5 min Facebook: 15 min Twitter: 15 min Blogs: 15 min Email: 5 min YouTube: 10 min Wrap-Up/Q & A 20 min Total: 90 min
  • Before you undertake any of these activities….you need to understand why you’re doing it, and your strategy.
  • First, we want to make sure you are keeping your goals and audiences at the forefront. Second, it’s also important to make sure you don’t spread yourself too thin. If you become an expert at just one (or perhaps two) of the things we describe today, you’ll be doing very well. Third, in everything you do, you want to be interesting and relevant to what you audience is seeky. So keep their needs in mind. It’s not all about us.
  • Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Audiences aren’t *just* listening anymore. It’s a conversation. The arrows point in both directions. They are creating, choosing what they see, changing how they see it Every person on the web is connected to a variety of internet sites and services. -- watching video, looking at photos, listening to music, writing blog posts, etc. Each of these activities has a social aspect. Which connects them to other people doing the same thing. You are an outside intruder. So respect their space, realize that it’s not a top-down conversation. Be prepared to empower your activists and give up some control.
  • Keep in mind that users are bombarded by messages. They are distracted. Most of them are looking for diversions, not direction. So make sure that in all of your spaces, you need to make sure your communications standout by adopting one or more of the approaches listed here. Your messages must be brief, interesting, useful and/or different. Most items should include a link to something else such as a longer blog post, a news story, a video, or a photo gallery.
  • With that background out of the way, let’s dive into a few tools. For each tool, we’ll cover: What is it good for? Audience snapshop Example
  • The average Facebook user is most likely to be between 18-34 years old. It’s still most popular with young adults. But 35 and older is growing fastest. It’s growing extremely fast and demographics are changing rapidly. Fastest growth is currently among women over 55 years old. Sources: http:// /category/social-network-analysis/ http://
  • Half log in everyday. Worldwide, it has 300 million active users. They are doing all of the things listed here. As you may have noticed, there’s a lot of silly stuff going on, people are playing “Mafia Wars” and taking silly quizzes. But what is also interesting is that people disclose a fair amount about themselves. Most of the info is highly accurate. So you can reach people with specific attributes using target advertising. Sources:
  • Campaigns and gimmicks are limited by your imagination. Many of you may have seen this meme. Someone, no one knows who, posted this as a status update. People reposted it
  • …and before we know it, millions had reposted the exact wording on their own pages.
  • Let’s start with Twitter, which has been growing quickly lately and enjoying a lot buzz and some hype. How many of you have ever created a Twitter account? How many of you created a twitter account and then abandoned it shortly there after?
  • Twitter is growing rapidly and has incredible velocity. For example, two weeks ago, there were 1.3 million tweets during the MTV Music Video Awards. It’s good for the use listed here. It’s simple and flexible, but a bit more difficult to get into.
  • A smaller audience, but a very engaged one. It’s popular with people who like to stay connected and get breaking news. People with blackberries and iPhone users are more likely to use twitter. There’s a bubble of people who are 18-34. Sources: http:// / http://
  • People scan 100s of tweets daily. So you need to be short (only 140 characters) and clever. Write mysterious posts that will make people want to click to find out the answer. There’s a bit of syntax to know. User names should be preceeded with an @ sign. Use “hastags” to have your post flow into a stream. For example, many people are currently watching “#hcr” (anyone know what that stands for?)
  • Twitter has been a terrific tool for the IntraHealth OPEN Initiative - initially as a dissemination engine for information on our campaign around open source technology fluency and training for African health workers.  It was very effective in spreading the word virally about the initial release of the Youssou N'Dour Remixes in support of the initiative (with thousands of follows, click throughs and Retweets) and played a critical role in worldwide participation in the Global Music Remix Campaign which in the end had over 500 entries from over 30 countries.    Increasingly Twitter has become even more useful as a collegial and collaborative outreach and information tool connecting us to peers in the field, to public and private partners who share our interests and goals, to potential funders and to potential professional candidates in the hiring process as the program expands.   Twitter allows us to both experience and participate in numerous conferences we are unable to attend in person and continues to be the primary source for cutting edge news in our field with links provided by the select group we follow in our field categories.  It also serves as an archive of the issues and articles we find relevant to our work and allows us to share that information - including lists of relevant twitterers --with others. We use Twitter only via TweetDeck which allows us to tailor the groups, subjects and events we follow very efficiently. http:// /open
  • Now let’s talk about blogging. Blogging is a useful tool for your organization to share it’s successes, publicize events, and highlight your industry knowledge.
  • Suited for: Establishing your voice Being accessible, being human *her picture isn’t corporate – it’s likely of her out in the field doing work. Demonstrate knowledge leadership and expertise Highlighting news stories, events, your activities Humanizing your organization or perspective
  • To ensure your audience grows and returns to your site, post regularly Be compelling, but insert your own voice in everything you say This is from your perspective, through your “lens” You can also link to other materials you’ve produced: Presentations Videos articles Don’t forget to engage your readers – have conversations with them in the comments, recognize them
  • Here is an example of impact you can have with your blog. In the past this type of interaction might have happened privately, but now it’s happening publicly. This is in response to a post Nancy made about visiting Mercy Corps’ programs in Pakistan. There is a connection happening here – Nancy has made herself accessible to everyone Successful blogs acknowledge the general public and engage with them. It keeps people coming back and grows your reputation.
  • Here is an example of a Mercy Corps’ blog by Nancy. It’s written by her, not a staffer. Talks about her work and how she is leading in her field. It’s accessible, establishes her voice, and humanizes the work Mercy Corps is involved in.
  • Capturing your work, adding texture to your marketing materials, empowering staff to tell your story. May not be something you use regularly, but definitely has its place and continues to grow
  • Not just for kids anymore YouTube is just one video tool – there are several others, such as and Vimeo that you can use just as easily. Embeds well Sources: http:// http:// http://
  • How can you use video? “ Field Reports” about your organization’s great work Interviews of your organization’s leaders and/or people in your field Recording events and speaking engagements Capturing messages you want to go viral
  • Video has been used a lot lately to spread important messages. It has a revelatory quality that the written word just doesn’t capture. This example is taken from the recent DC Tea Party march on the mall.
  • Before you undertake any of these activities….you need to understand why you’re doing it, and your strategy.
  • 3 take aways: 1. Start with your goals. What are you really trying to achieve? 2. Pick one or two tools and do them well. 2. Be interesting and useful Your organizational needs to promote yourselves to potential donors, partners, etc. are very different from your needs to promote an issue you work on across programs, or a specific program in the field….which is something you all are grappling with I’m sure….
  • Forum One Presentation on Social Networking to Hipnet Pres

    1. 1. Social Media in Global Health Strategy, Tactics, and Messaging Presented to HIPNET October 15, 2009 Michaela Guerin Hackner, Senior Project Officer Suzanne Rainey, Director
    2. 2. Slides provided by Learn more:
    3. 3. We are... Suzanne Rainey Director Michaela G. Hackner Senior Project Officer
    4. 4. Today… <ul><li>Regardless of where we work, there are often amazing stories to tell… </li></ul><ul><li>Introduction </li></ul><ul><li>Web 2.0 Communications </li></ul><ul><li>Top social media tools </li></ul><ul><li>Resources </li></ul><ul><li>Q&A </li></ul>
    5. 5. 2. Web 2.0 Communications
    6. 6. WHY Social Media in Global Health? <ul><li>Find new stakeholders </li></ul><ul><li>Raise awareness </li></ul><ul><li>Draw people in to your cause/org/program </li></ul><ul><li>Be a thought leader </li></ul><ul><li>Promote your pubs, events, staff </li></ul><ul><li>Stimulate discussion </li></ul><ul><li>Get donations or subscribers </li></ul><ul><li>Understand your goals and where your audiences are…and then create a social media strategy </li></ul>
    7. 7. It’s not about the technology <ul><li>Start with your goals and audiences </li></ul><ul><li>Pick one or two tools and do them well </li></ul><ul><li>Be interesting and useful </li></ul>
    8. 8. The New User-Centric Internet <ul><li>Users want meaningful participation </li></ul>Twitter YouTube Flickr Facebook Blog Delicious Utterli Users
    9. 9. Successful Social Communications <ul><li>Short </li></ul><ul><li>Linkable </li></ul><ul><li>Conversational </li></ul><ul><li>Selfless </li></ul><ul><li>Opinionated </li></ul><ul><li>Resourceful </li></ul>Make your message stand out.
    10. 10. 3. Top Social Media Tools
    11. 11. <ul><ul><li>Facebook </li></ul></ul>
    12. 12. Facebook: Audience <ul><li>Growing increasingly female </li></ul><ul><li>~80 million monthly active users </li></ul><ul><li>Generally well-educated </li></ul><ul><li>Average user has 130 connections </li></ul><ul><li>Seeking diversions </li></ul>
    13. 13. Facebook: Useful for… <ul><li>Extending presence into extremely popular site </li></ul><ul><li>Hosting conversations </li></ul><ul><li>Viral sharing of interesting/unusual items </li></ul><ul><li>Extending leaders’ personal networks </li></ul><ul><li>Targeting by demographics, interests, geography </li></ul>= 50% login everyday
    14. 15. Facebook Example: Status Meme
    15. 16. <ul><ul><li>Twitter </li></ul></ul>
    16. 17. Twitter: Good for… <ul><li>Breaking news / content alerts </li></ul><ul><li>Rapid link sharing </li></ul><ul><li>Field reports </li></ul><ul><li>Simple conversations </li></ul><ul><li>Finding out what people are saying </li></ul><ul><li>Conversations with influentials </li></ul>= 1.3 million tweets During MTV VMA
    17. 18. Twitter: Audience <ul><li>30 million users </li></ul><ul><li>Popular among young and middle-age adults: 25-54 </li></ul><ul><li>Curious, news-seekers </li></ul><ul><li>Have nice cell phones </li></ul><ul><li>Use for referrals products, events, TV shows </li></ul>Source:
    18. 19. Twitter: How to write for it <ul><li>Post frequently: 4-6 times daily </li></ul><ul><li>Re-tweet, reply, recognize </li></ul><ul><li>Omit needless words. Phrases not sentences </li></ul><ul><li>Make it scanable </li></ul><ul><li>Be dramatic and clever. Use intrigue. </li></ul><ul><li>Use @user, keywords and hashtags (e.g. @URC, #HIPNET) </li></ul>
    19. 20. What if HIPNETers Tweet? Use this hash tag: #HIPNET
    20. 22. <ul><ul><li>Blogging </li></ul></ul>
    21. 23. Blogs: Useful for… <ul><li>Building reputation </li></ul><ul><li>Putting people in your shoes </li></ul><ul><li>Passing along news </li></ul><ul><li>Sharing stories </li></ul><ul><li>Organizing </li></ul>
    22. 24. Blogs: How to write for it <ul><li>Write regularly </li></ul><ul><li>Write posts, not poetry </li></ul><ul><li>Be yourself </li></ul><ul><li>Respond, recognize, and converse </li></ul>
    23. 25. Blog conversations “ I am really thankful that you personally visited Swat and Mardan….” --Akhtar Jamal, Pakistan Press Agency
    24. 27. <ul><ul><li>YouTube </li></ul></ul>
    25. 28. YouTube: Audience <ul><li>~80 million users each month </li></ul><ul><li>Reaches everyone </li></ul><ul><li>Demographics vary by content (just like TV!) </li></ul><ul><li>More about the delivery than community </li></ul><ul><li>Far reach: Google Search, iPhone, TiVo users… </li></ul><ul><li>Embeds well in other social media </li></ul>
    26. 29. YouTube: Useful for <ul><li>Field reports </li></ul><ul><li>Short interviews with activists, event attendees </li></ul><ul><li>Storytelling </li></ul><ul><li>Putting a face on your efforts </li></ul><ul><li>Sharing clips from broadcast TV </li></ul><ul><li>Stunts, opposition </li></ul>= 5 billion clips watched/month
    27. 30. YouTube: Example
    28. 31. 4. Tying It All Together
    29. 32. WHY Social Media in Global Health? <ul><li>It’s all about your strategy . What do you need to do? </li></ul><ul><li>Find new stakeholders </li></ul><ul><li>Raise awareness </li></ul><ul><li>Draw people in to your cause/org/program </li></ul><ul><li>Be a thought leader </li></ul><ul><li>Promote your pubs, events, staff </li></ul><ul><li>Stimulate 2-way conversations </li></ul><ul><li>Get donations or subscribers </li></ul>
    30. 33. How many tools should I use ? <ul><li>Consider: </li></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Pick 1 or 2 and do them well! </li></ul></ul>
    31. 34. Resources <ul><li>Forum One Facebook resources: </li></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Twitter Guide to Advocacy: </li></ul><ul><li>Twitter Tools/Dashboards </li></ul><ul><ul><li>HootSuite,, TweetDeck </li></ul></ul><ul><li>100 Resources to Boost Social Media Savvy: </li></ul><ul><li>See3 Guide to Nonprofit Video: </li></ul><ul><li> </li></ul><ul><li>We’ll post this presentation on </li></ul>
    32. 35. Q&A and Discussion Thank You! Michaela Hackner [email_address] @kalabird Suzanne Rainey @suzrainey
    33. 36. Slides provided by Learn more: