Peshawar camp

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  • 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
  • Introduction…Easier than ever to connect with people around the world, share informationHow many people have a Facebook, Twitter, uploaded a video? Bloggers?
  • What is social media? AttributesGrowth
  • Learn anything – make a movie – pen pals on the other side of the world –
  • Anyone use Wikipedia? Who considers it a social media site? Jimmy Wales - SOPA#8 most visited site in Wikipedia
  • Conversation + friends talking to friendsWe want people to spread our message, defend us if necessaryPeople don’t trust ads, they trust peer recommendations
  • 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
  • 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
  • #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
  • Before we go any further I want to give you a couple disclaimers
  • Changing how we hire#10 most visited site in Pakistan
  • Not just for U.S. - #10 most visited site in PakistanOther business opportunities like Partnerships and funding
  • Nick Bilton – NYT tech – technology and journalismKamal Faridi – starting small businesses in Pakistan
  • Cell phones to target approaching emergencies (tornadoes, cyclones, flooding)disaster response, location of emergency workers, aid delivery
  • Australia floods – 2011 – not sure how well phones and social media were used during your devastating floods, but I’d love to work on thisUshahidi.com – crisis mapping – 109 million cell phones in Pakistan – should be part of your crisis planningRoads that were out, power outages, property damage
  • Twitter is a real-time information network powered by people all around the world that lets you share and discover what's happening now.1979 Encyclopedia Britannica
  • Content moves across platforms very easily – youtube to facebook, facebook to Tumblr
  • SOPA, DIY, Share causes you like, build a schoolCould be political, could be social, could be used to raise awareness for flood victims
  • Social media central to campaign – raising money, organizing people in key states around the nation, highlighting platformSocial media was critical to 2008 elections
  • Sharing is the key to social media
  • Timeline view
  • 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
  • New interface, inline video
  • Hashtags bring order to Twitter –way for Twitter users to group tweets associated with a specific topicmake it easy to follow a topic of interest
  • Search results now list by Tweets and now by people
  • 21,000 to nearly 70,000 – more than tripled
  • Resume, job responsibilities, keep in touch with co-workers, former employees, thought leadersRecommendations that last forever
  • Good for storing high def photos and sharing.
  • So
  • Stats on country traffic, top platforms, breakdown by countries
  • Stats on Facebook, Twitter, YouTube - PenetrationTop brands in FacebookNext up getting into specific tools
  • Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, citiesGeo-location not all there yet
  • Pulls in all of your followersScientific
  • 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
  • Peshawar camp

    1. 1. Social Media & PakistanU.S. Embassy Islamabad May 11, 2012 S
    2. 2. Topics TodayS What is social media? AttributesS Social media in PakistanS Social media platformsS 9 things social media can do for youS A few tools to measure social media
    3. 3. Social Media is AWESOMES Best time ever to be growing upS Better food, life expectancy is going upS People are connecting, sharingS Music, arts, political views, movies, doctors, students online classes
    4. 4. Social Media Connecting the World
    5. 5. Social Media Changing the Status QuoS Crowd-sourced encyclopediaS Articles added by users – edited by usersS 80% non-English - 283 languages
    6. 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. 7. Overview of Social Media in PakistanS TV, Radio, and Newspapers Still RuleS 22 million with InternetS Facebook – 6.4 millionS Twitter – 2.5 millionS YouTube – 7 millionS Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan‟s top 10 most visited sites.
    8. 8. Facebook 900 MillionIf Facebook were a country, itwould be the third mostpopulated in the world behindChina and India#1 or #2 most visited site inPakistan
    9. 9. TwitterS MicrobloggingS “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
    10. 10. 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
    11. 11. FlickrS Image and video-sharing social networkS 6 billion photosS Audience: 80 million unique visitors
    12. 12. 8 Things Social Media Can Do For You
    13. 13. 1. Gives you access to thought leaders
    14. 14. 2. Connects you to employment opportunities“All one needs is a computer, a network connection, and a bright spark of initiativeand creativity to join the economy.” - Don Tapscott
    15. 15. 3. Brings the world closer to you
    16. 16. 4. Provides a platform to buildand promote a personal brand
    17. 17. 5. Disaster Response
    18. 18. 5. Disaster Response
    19. 19. 6. Give you access toinformation faster, easier and in real time.
    20. 20. 7. Makes it easier to shareinformation with your networks
    21. 21. 8. If You Don‟t Like Something Change It
    22. 22. 8. If You Don‟t Like Something Change It
    23. 23. 9. Learn Anything
    24. 24. Most Popular Social Media PlatformsS Facebook – 900 millionS Twitter – 200 million usersS YouTube – 4 billion videos played per dayS Flickr – 80 million unique users - > 6 billion imagesS LinkedIn – 50 million users - #10 most visited site in Pakistan
    25. 25. All About SharingWhy Do People Share?S 94% interesting contentS 84% humorS 66% personal connectionS 32% offered incentivesAd age 2012
    26. 26. The Like Button
    27. 27. Facebook GlossaryS Profile = Your page, contains info, photos, videos, and lists of your friends or whatever else you choose to includeS Post = Message of 420 characters or lessS Like = Button used to indicated appreciation, affiliation, or acknowledgement without having to add commentS Newsfeed = continuous stream of updatesS Fan Gate = page requiring a „like‟ in order to gain further value, content or information
    28. 28. Newsfeed
    29. 29. Exponential Reach with Sharing
    30. 30. Tagging
    31. 31. Twitter“The qualities that make Twitterseem insane and half-baked arewhat makes it so powerful.”- Jonathan Zittrain, Professor ofLaw at Harvard
    32. 32. Finding hashtags
    33. 33. Finding Relevant People
    34. 34. YouTube
    35. 35. LinkedIn
    36. 36. Flickr
    37. 37. 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
    38. 38. Alexa.comhttp://www.alexa.com/topsites/countries/PK
    39. 39. Socialbakers.com
    40. 40. Tweetreach.com
    41. 41. Trendsmap
    42. 42. Social Bro
    43. 43. 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
    44. 44. ConclusionS Defined social mediaS Overview of social media platformsS Social media in PakistanS We looked at some of the things social media can do for youS A few tools to measure social media
    45. 45. Thank You!S Questions?S Tim ReceveurS receveurtb@state.gov
    46. 46. Social Media StrategyS 75% of my time is day-to-day on website and social media sites. Will train new webmaster on these tasks when she arrives. Want to focus on:S Social Media Strategy – SOPs, weekly reports, content schedulesS Create listening dashboards (voices, keywords) – PAS, Urdu blogs, political, econ. Keyword trends product – spot trends before they become newsS Countering misinformation from journalists and other influentialsS Work on platforms (SMS Alert system, FTP site for journalists, etc.)S Training (Embassy, Consulates, and external organizations)S Advertising management (Embassy and Consulates)

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