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Internet at liberty

JD Lasica
JD Lasica
JD LasicaFounder at Socialmedia.biz

Internet at liberty

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Social media: Strategies &
tools for advocacy campaigns
          Internet at Liberty
     May 23-24, 2012 • Washington, DC
Today’s Twitter hashtag
       #InternetLiberty




                          Magna Carta (detail), 1217
Participants
Socialbrite.org            Human Rights Watch
JD Lasica                  Jim Murphy, Emma Daly, Enrique
jd@socialbrite.org         Piraces murphyj@hrw.org

Bolo Bhi                  Global Poverty Project
Sana Saleem               d'Arcy Lunn
sanasaleemmalik@gmail.com darcy@globalpovertyproject.com

Euro RSCG Worldwide        Facebook
Oscar Morales              Matt Perault
oscar@oamg.co              matthewperault@fb.com

                           Google Plus
                           Jason Karsh
                           jkarsh@google.com
What we’ll discuss today
1. Overview of campaign strategies & platforms
   (30 minutes)
2. Breakout sessions (two 25-minute sessions)
  Facebook
  Twitter
  Google Plus
  Other tools & tactics for campaigns
3. Report back (general session, 10 minutes)
Hugs, tearful goodbyes
Relax!
 http://socialbrite.org/advocacy-toolkit




                                     Creative Commons
                                     BY photo on Flickr
                                     by Tom@HK
THE ECOSYSTEM



Types of social media
•   Blogs
•   Social networks
•   Microblogs (Twitter)
•   Online video
•   Curation (Pinterest)
•   Widgets
•   Photo sharing
•   Podcasts
•   Virtual worlds
•   Wikis
•   Social bookmarking
•   Forums
•   Presentation sharing
Ad

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Internet at liberty

  • 1. Social media: Strategies & tools for advocacy campaigns Internet at Liberty May 23-24, 2012 • Washington, DC
  • 2. Today’s Twitter hashtag #InternetLiberty Magna Carta (detail), 1217
  • 3. Participants Socialbrite.org Human Rights Watch JD Lasica Jim Murphy, Emma Daly, Enrique jd@socialbrite.org Piraces murphyj@hrw.org Bolo Bhi Global Poverty Project Sana Saleem d'Arcy Lunn sanasaleemmalik@gmail.com darcy@globalpovertyproject.com Euro RSCG Worldwide Facebook Oscar Morales Matt Perault oscar@oamg.co matthewperault@fb.com Google Plus Jason Karsh jkarsh@google.com
  • 4. What we’ll discuss today 1. Overview of campaign strategies & platforms (30 minutes) 2. Breakout sessions (two 25-minute sessions) Facebook Twitter Google Plus Other tools & tactics for campaigns 3. Report back (general session, 10 minutes) Hugs, tearful goodbyes
  • 5. Relax! http://socialbrite.org/advocacy-toolkit Creative Commons BY photo on Flickr by Tom@HK
  • 6. THE ECOSYSTEM Types of social media • Blogs • Social networks • Microblogs (Twitter) • Online video • Curation (Pinterest) • Widgets • Photo sharing • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
  • 7. Staggering growth • 150 million active blogs; 1 million blog posts created per day • YouTube, Facebook, Wikipedia, VEVO, Twitter are among top sites in world • Hundreds of social networks unique to countries/regions • Twitter: 150 million active users, 250 million+ tweets per day • Google+: On track to 400 million users • YouTube: 3 billion videos watched per day • 8 trillion text messages sent in 2011
  • 8. A D V O C A C Y C A M PA I G N S 3 keys to success 1. Message Begin with a strategy and a plan — not with the tools. Inspire people with stories, craft shareable content 2. Messengers Build community, not audiences Turn supporters into champions for your cause 3. Media Deliver your message across multiple platforms: Email, Facebook, Twitter, YouTube, G+, mobile, etc. Try to get pick-up by traditional media
  • 9. FACEBOOK Facebook: The social network 900 million members worldwide — 57% of global members use it every day 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 10. Secret groups on Facebook facebook.com/groups
  • 11. FACEBOOK Get into those news feeds! edgerankchecker.com Article: http://bit.ly/edgerank-checker
  • 12. TWITTER 70% Twitter use outside U.S.
  • 13. TWITTER Comes in 22 languages हि"दी English 日本語 Filipino 简体中文 Bahasa Melayu 한국어 Português Svenska français Dansk Bahasa Indonesia 繁體中文 Norsk Italiano Español Nederlands Polski Türkçe Русский Suomi Deutsch
  • 14. TWITTER 1 in 5 heads of state use Twitter GREENLAND Stephen Harper ICELAND FINLAND @pmharper NORWAY R U S S I A SWEDEN C A N A D A ESTONIA U. K. DENMARK LATVIA LITHUANIA NETH. IRELAND POLAND BYELARUS BELGIUM GERMANY Dmitry Medvedev LUX. CZECH SLOVAKIA UKRAINE KAZAKHSTAN AUSTRIA MOLDOVA HUNGARY SWITZERLAND SLOVENIA ROMANIA FRANCE ITALY CROATIA RUSSIA MONGOLIA 10 Downing St @MedvedevRussiaE BOSNIA and HERZ. YUGOSLAVIA BULGARIA GEORGIA UZBEKISTAN MACEDONIA KYRGYZSTAN ALBANIA ARMENIA PORTUGAL AZERBAIJAN TURKMENISTAN NORTH KOREA @number10gov GREECE AZORES SPAIN TURKEY TAJIKISTAN U. S. A. MALTA SOUTH KOREA CYPRUS SYRIA C H I N A TUNISIA LEBANON AFGHANISTAN ISRAEL IRAQ JAPAN MOROCCO IRAN JORDAN The White House Canary Islands ALGERIA KUWAIT NEPAL PAKISTAN BHUTAN WESTERN EGYPT BAHRAIN THE BAHAMAS SAHARA LIBYA QATAR BANGLADESH MEXICO @whitehouse (occupied by Morocco) U. A. E. Benjamin Netanyahu INDIA TAIWAN CUBA SAUDI ARABIA MYANMAR DOM. REP. MAURITANIA LAOS JAMAICA CAPE OMAN BELIZE HAITI VERDE MALI NIGER CHAD YEMEN HONDURAS @netanyahu ERITREA THAILAND SENEGAL VIETNAM GUATEMALA GAMBIA CAMBODIA PHILIPPINES EL SALVADOR BURKINA SUDAN NICARAGUA GUINEA BISSAU FASO NIGERIA DJIBOUTI Hugo Chavez GUINEA PANAMA BENIN GHANA SOMALIA SRI LANKA COSTA VENEZUELA GUYANA COTE TOGO CENTRAL RICA D'IVOIRE SURINAME SIERRA LEONE CAMEROON AFRICAN ETHIOPIA @chavexcandanga REPUBLIC MALAYSIA FRENCH GUIANA LIBERIA BRUNEI COLOMBIA EQUATORIAL GUINEA UGANDA MALAYSIA SAO TOME & PRINCIPE KENYA SINGAPORE CONGO ECUADOR GABON RWANDA DEM. REP. OF CONGO BURUNDI ANGOLA TANZANIA I N D O N E S I A NEW BRAZIL EAST TIMOR PERU BOLIVIA ANGOLA ZAMBIA MALAWI Paul Kagame @PaulKagame Dilma Rousseff ZIMBABWE NAMIBIA PARAGUAY BOTSWANA MOZAMBIQUE CHILE @DilmaBR SWAZILAND MADAGASCAR A U S T R A L I A ARGENTINA LESOTHO SOUTH AFRICA URUGUAY Julia Gillard @JuliaGillard FALKLAND
  • 15. TWITTER Search by location search.twitter.com
  • 17. GOOGLE PLUS Google Plus in 2 minutes http://www.youtube.com/watch?v=PYiHJWA8U-Y
  • 18. GOOGLE PLUS Of interest to campaigns • Private or public Hangouts • Share photos & campaign information • Set up targeted circles • Give your content a search boost
  • 19. SANA SALEEM / BOLO BHI
  • 20. BOLO BHI Advocacy is personal Do the research • Avoid knee-jerk reactions • Engage and collaborate • Engage most with those who disagree • Make time & space for group discussions • Listen more, talk less
  • 21. BOLO BHI Focus on facts & public ed
  • 23. BOLO BHI Coordinating local & global action #Stopcensoringpk
  • 24. H U M A N R I G H T S WAT C H Social media will save us! Or not? • Social media: important component of modern advocacy plan — but you need to consider strategy & staffing • We were seduced by its grassroots vibe and got burnt — so we refocused on traditional targets: policy-makers & journalists just in time for the Arab Spring • Devise a SM strategy you can apply to different platforms • Rather than enlist our followers, we trained our staff @HRW on Twitter
  • 25. H U M A N R I G H T S WAT C H Social media platforms Arabic Facebook 30,000 fans – Primary outlet in Libya @hrw 100,000 new followers since January YouTube 2 million views Tumblr 1,000 followers StumbleUpon Content partnership Pinterest Trying to wrest ‘hrw’ from a 17-year-old
  • 26. H U M A N R I G H T S WAT C H Social media advocacy • Twitter emerged as seamless fit to our traditional advocacy tools • Noticed journalists were using Twitter to aggregate content, source stories (and promote selves) • Easy to identify journalists • Policy makers engage – Durbin’s office requested @hrw to RT • Effective way to cross promote with partner NGOs
  • 27. H U M A N R I G H T S WAT C H Some successes • Arab Spring: In addition to mainstream coverage, Twitter & a general shift to short-form writing fed into live blogs (NY Times, Guardian, Al Jazeera) • Following big enough to influence most popular algorithms on other websites • @KenRoth listed in Foreign Policy’s 2012 Top 100 Twitterati list – Shape the story as it breaks
  • 28. H U M A N R I G H T S WAT C H Foreign Policy’s Twitterati 100 Who's who of the foreign-policy Twitterverse in 2011—Pundits: • Jackson Diehl (@JacksonDiehl): Deputy editorial page editor at Washington Post. • David Frum (@davidfrum): Canadian pundit and former speechwriter for George W. Bush; sort of coined the phrase “Axis of Evil.” • Nicholas Kristof (@NickKristof): Crusading columnist for NY Times; has traveled to every member of the Axis of Evil at least twice. • Kenneth Roth (@KenRoth): Outspoken executive director of Human Rights Watch.
  • 29. H U M A N R I G H T S WAT C H Twitter tips • Encourage staff, decentralize, social flow • Messaging: Interesting stats, hand crafted, Q&A style, active audiences • Most clicked: • Which country tried more than 12,000 civilians, including o children, by military tribunal in 2011? • #Bahrain: Doctor sentenced to 15 years in prison. Her "crime," setting up a medical tent to treat protesters • Most retweeted: • Here's how Charles Taylor's conviction on war crimes charges changes the world • Mississippi, 50% testing positive for #HIV not receiving treatment, rate comparable to Botswana, Ethiopia, Rwanda
  • 30. H U M A N R I G H T S WAT C H Challenges • Social media often lack official channels to report human rights concerns • Getting advice from Twitter – best practices, search engine optimization, other? • Training staff and defending the time investment • Internally some are still nervous as tweets are not vetted
  • 31. Remember your homework Tons of resources at http://socialbrite.org/advocacy-toolkit
  • 32. Let’s get to the breakouts! 4 Shared Learning breakouts: Share your experiences, ask your questions 1. Google Plus for good 2. Twitter for good 4. Other tools & tactics 3. Facebook for good for successful campaigns