Presentation for Peshawar Journalists


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Presentation for Peshawar journalists by Tim Receveur.

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  • Thank Ambassador Hoagland for the wonderful keynote, Global Strategies for organizing, and all of you for coming and your wonderful hospitalitySchedule change – Jed Wolfington in the am and Global Strategies after lunchIntroductions – State Department, Air Force, meteorology and oceanography, in Pakistan for 6 weeksOne of many presentations on social media – hands on sessions coming soon
  • Publics are less dependent on traditional media24 of the 25 largest newspapers are experiencing record declines in circulation – What is the only one increasing circulation?(Wall Street Journal up 0.5% from the previous year)
  • Information, mobile, and social media are only growingWe need to be in this space
  • Because most of the human race is under 30 years old35% of Pakistans population in <14 years old – 85% of Facebook audiences is < 25
  • How many are familiar with social media? Use it for work?How many are on Facebook, Twitter, YouTube, Wikipedia?Uploaded a movie?
  • Conversation + friends talking to friendsWe want people to spread our message, defend us if necessaryPeople don’t trust ads, they trust peer recommendations
  • Traditional media still rules1 million joined Facebook in the last 6 months3G coming
  • 109 million cell phonesLeads us into Twitter
  • 2 disclaimers before we get started
  • Remember that the value in social media comes from the content, interaction, and measurementSome social media channels require less effort like Twitter
  • 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
  • New look – search by people and tweetsTop trends in Pakistan – native support for the Urdu language
  • #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
  • Millions of mediocre videos, but there are also videos that inspire, spread anger1 year anniversary
  • Anyone use Wikipedia? Who considers it a social media site? Jimmy Wales - SOPA#8 most visited site in WikipediaEncyclopedia Brittanica
  • A library staple going out of printThe app version is much lighter and much more useful to those on the go
  • Before we go any further I want to give you a couple disclaimers
  • Changing how we hire#10 most visited site in Pakistan
  • recommendations
  • Sharing is the key to social media
  • Calls to ActionThis may mean driving them to another location for more information. Or, it may mean asking them to do something once they consume your contentAgain techniques will be covered in future sessions - The keys to real science are data and experimentation
  • 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
  • Even deeper - infographics
  • Stats on country traffic, top platforms, breakdown by countries
  • Stats on Facebook, Twitter, YouTubePenetration
  • Top brands in FacebookNext up getting into specific tools
  • Pakistan trends
  • Pulls in all of your followersScientific
  • Facebook Insights
  • Facebook Insights
  • Green – high schoolBlue – familyGeorge mason – George Washington UniversityRed – State Department
  • Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, cities
  • Puts my kids to sleep, but I find it fascinatingFirst quarter of 2010
  • Social media was a key driver because it bridged the gap between social classes – for the first time creating a much larger anti-government front that included rich and poor.
  • Social Media can do amazing thingsJust a tool to expand what you’re already doing.
  • Presentation for Peshawar Journalists

    1. 1. Social Media Overview & Analysis Tools U.S. Embassy Islamabad May 10, 2012 S
    2. 2. Traditional Media in DeclineS Books, newspaper, music, T V networks 24 of the 25 largest newspapers are experiencing record declines in circulation
    3. 3. Information Explosion
    4. 4. How Many ofYou Are UsingSocial Media?
    5. 5. 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
    6. 6. 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.
    7. 7. 3G Coming
    8. 8. Topics TodayS Overview of Social Media ToolsS Social media best practicesS Measurement and Analysis Tools
    9. 9. 900 MillionIf Facebook were a country, itwould be the third mostpopulated in the world behindChina and India#1 or #2 most visited site inPakistan
    10. 10. TwitterS “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
    11. 11. 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
    12. 12. #Jan25
    13. 13. WikipediaS Crowd-sourced encyclopediaS Articles added by users – edited by usersS 80% non-English - 283 languagesS SOPAS #8 in Pakistan
    14. 14. Encyclopedia Britannica
    15. 15. FlickrS Image and video-sharing social networkS 6 billion photosS Audience: 80 million unique visitors
    16. 16. 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
    17. 17. All About SharingWhy Do People Share?S 94% interesting contentS 84% humorS 66% personal connectionS 32% offered incentivesAd age 2012
    18. 18. The AdvantageS You change the numbers in your favor by: S Increasing the number of people exposed to your content S Create attention grabbing content S Include powerful calls to action - do something
    19. 19. The Like Button
    20. 20. 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
    21. 21. Newsfeed
    22. 22. Exponential Reach with Sharing
    23. 23. Tagging
    24. 24. Twitter“The qualities that make Twitterseem insane and half-baked arewhat makes it so powerful.”- Jonathan Zittrain, Professor ofLaw at Harvard
    25. 25. Finding hashtags
    26. 26. Finding Relevant People
    27. 27. YouTube
    28. 28. LinkedIn
    29. 29. Flickr
    30. 30. 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
    31. 31. Alexa.com
    32. 32.
    33. 33.
    34. 34. TwitterS Top Trends
    35. 35. Twilert
    36. 36. Social Bro
    37. 37. Tweetreach
    38. 38. Facebook Insights
    39. 39. Wildfire
    40. 40. Touchgraph
    41. 41. Trendsmap
    42. 42. Q1 2010 Arabic Social Media Discussions57% of conversationsincludedsocio-economic terms Source: Arab Media Influence Report 2011
    43. 43. Q1 2011 Arabic Social Media Discussions88% of conversationsincluded political terms Source: Arab Media Influence Report 2011
    44. 44. More 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 somethingS Planning schedule for social media
    45. 45. ConclusionS Social Media is growing rapidly in PakistanS An overview of social media platformsS Measurement and Analysis Tools
    46. 46. Thank You!S Questions?S Tim ReceveurS
    47. 47. 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)