redcross 2.0

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Social Media at Austrian Red Cross Communication.
Background information and best practices.
Presentation for the 2010 Return Delegates Week at Austrian Red Cross

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  • Titelseite 14.12.10
  • http://www.youtube.com/v/lFZ0z5Fm-Ng?fs=1&hl=de_DE&rel=0&hd=1&color1=0x3a3a3a&color2=0x999999 14.12.10
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  • Wurde am Freitag, den 15. Jänner in der Nacht gestartet. bis zum 26. Jänner 4.683 Fans. Bis Mai: über 10.000 bis heute: 14172 14.12.10
  • Demographie der NutzerInnen 54 % der Fans unter 25 81 % der Fans unter 35 42 % Frauen, 58 % Männer 14.12.10
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  • Quelle: Metacommunications für Horizont. (http://www.horizont.at/newsdetail/news/social-media-hinkt-in-oesterreich-hinterher.html) Achtung: Zahlen von APRIL oder MAI 14.12.10
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  • Successful participation, however, requires not only grassroots activity but also a different leadership approach: senior executives often become role models and lead through informal channels. Vgl. http://blog.roteskreuz.at/redcrosswebmaster/2009/02/19/kritische-erfolgsfaktoren-fur-web20-implementationen/ 14.12.10
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  • redcross 2.0

    1. 1. redcross|2.0gerald czech, thomas marecek | returned delegates week | dec, 14 mmx www.roteskreuz.at
    2. 2. Social Media Revolution Marketing und Kommunikation www.roteskreuz.at 2
    3. 3. Transformation of media landscape of media habit „news kind of comes to me“ www.roteskreuz.at
    4. 4. Some more statistics… More than 400 million people worldwide are active on Facebook In the US alone more than 30 billion online videos are watched Every minute more than 24 hours of video are uploaded on YouTube www.roteskreuz.at
    5. 5. Some more statistics… In Europe practically every household with kids has an internet connection In countries such as US, UK, Germany and Austria between 80-100% of all teenagers and young adults visit social network sites www.roteskreuz.at
    6. 6. Media Habits Time young people spend in consuming media is increasing Time young people spend in reading newspapers is decreasing Time young people spend in watching TV-news is decreasing www.roteskreuz.at
    7. 7. Consequences… All kind of information for a young audience has to happen online as well Engage users by enabling them to share content, comment, rate, add, give feedback Provide them resources to get further information www.roteskreuz.at
    8. 8. Pakistan-Floods 2010 Online Communications Marketing und Kommunikationwww.roteskreuz.at 8
    9. 9. WebpageStart of www.roteskreuz.at/pakistan in the morning of Aug, 09 Establishingkeyword „Pakistan floods“ at spende.roteskreuz.at and donation via mobiletexting. Facebook NiN- -campaign Start of Web-Activities First Team Campaign-day Start NiN goes to Pak Marketing und Kommunikation www.roteskreuz.at 9
    10. 10. Webpage31 News aboutPakistan until Sept,10th. Marketing und Kommunikation www.roteskreuz.at 10
    11. 11. GalleriesProviding up2dateimages for journalistsand interested web-users online.Totally about 125pictures online, mostof them in highres-quality for media. Marketing und Kommunikation www.roteskreuz.at 11
    12. 12. Podcasts, OTs The telephone-system provides digital mailboxes for recording. We use this feature to establish a phone-extension for our delegates to phone in any time and leave a message for podcasts and soundsnips.Mp3-Services forradiostations andinterested internealand externalaudiences. Marketing und Kommunikation www.roteskreuz.at 12
    13. 13. Banner, PostersAs a service for people, who want toparticipate by organising donationsfor Pakistan, we put online-Bannersand digital Posters online.An own page (in German) informsabout any possibility to providesupport for those in need in Pakistan. Marketing und Kommunikation www.roteskreuz.at 13
    14. 14. going social Marketing und Kommunikationwww.roteskreuz.at 14
    15. 15. BlogpostsThe redcross mission blogprovides information aboutongoing redcross-missions inAustria and all over the globe.Our delegates write abouttheir situation, about lifeabroad and about all thechallenges, they face abroad. Marketing und Kommunikation www.roteskreuz.at 15
    16. 16. TwitterOur twitter-channel(@roteskreuzat) is another web2.0 channel for informingabout Austrian Red Cross and its activities. Marketing und Kommunikation www.roteskreuz.at 16
    17. 17. www.roteskreuz.at Facebook Marketing und Kommunikation 17
    18. 18. FacebookStarted Jan, 14th, today: 14.299 fans Marketing und Kommunikation www.roteskreuz.at 18
    19. 19. Facebookroteskreuz.atNovember, 30 2010 2% 55+ 5% 45-54 11 % 35-44 27 % 25-34 44 % 18-24 11 % 13-17 www.roteskreuz.at 19
    20. 20. Facebook Fanpage www.facebook.com/roteskreuzat or facebook.roteskreuz.atcampaign We called for changing profile pictures to the redcross‘ Pakistan sujet to improve the awareness about the ongoing floods in Pakistan. More than 150 people changed their pictures. Press-release Marketing und Kommunikation www.roteskreuz.at 20
    21. 21. YoutubeThe youtube-Channel ofAustrian Red Cross is used forpublishing Federation (andICRC)-Videos (sometimes withGerman synchronisation) andour own videos. Marketing und Kommunikation www.roteskreuz.at 21
    22. 22. AdWordsStarted in the middle of august.. Most effective ad: CTR up to 3 % 250.000 Impressions Marketing und Kommunikation www.roteskreuz.at 22
    23. 23. Austrian Red Cross: May 2010Facebook 10.583 fansStudiVZ 2.243 membersYoutube 55.555 hitsXing 518 membersSumme 69.275 contacts Marketing und Kommunikation www.roteskreuz.at 23
    24. 24. Marketing und Kommunikationwww.roteskreuz.at 24
    25. 25. our strategyand tactics Marketing und Kommunikation www.roteskreuz.at 25
    26. 26. social media? Marketing und Kommunikation www.roteskreuz.at 26
    27. 27. 360° communication strategy being available at many channels with relevant information (for the target audience) at the right time Marketing und Kommunikation www.roteskreuz.at 27
    28. 28. 360° communication tactics Strategic Objectives are in focus and determine Channels and Message. Integrated communication strategy without iron borders between Media-Relations, Online- Communication and Marketing. Using New Media to add enrichment to the messages: Videos, Photos, Podcasts, Graphics, Music & Links. Marketing und Kommunikation www.roteskreuz.at 28
    29. 29. What about me? Marketing und Kommunikationwww.roteskreuz.at 29
    30. 30. Use Your Networks Use Facebook as a tool to stay connected Use Facebook to show pictures about the situation in the field Use Facebook as a tool to tell about your job and get in dialogue Marketing und Kommunikation www.roteskreuz.at 30
    31. 31. Calling home Is there anything interesting, unexpected, funny, … happening abroad you want to tell the world? Call +43 1 58900 600 We use your Voice to create Podcasts and we will serve the media. Marketing und Kommunikation www.roteskreuz.at 31
    32. 32. Look at others Take a look into http://blogsearch.google.com/, http://www.socialmention.com/ to read what others are blogging about your Region/work/… Look at http://blogs.redcross.org.uk/, http://blog.redcross.org/, … Subscribe Social Media Alerts for topics, you are interested in http://www.socialmention.com/ Marketing und Kommunikation www.roteskreuz.at 32
    33. 33. www.roteskreuz.at Start blogging! Marketing und Kommunikation 33
    34. 34. Redcross-Blog blog.roteskreuz.at/einsatz Adding personal touch to Redcross Information. Personalisation as technique to bring stories close to the reader Reading about humans and their personal points of view instead of abstract huge numbers of affected. Marketing und Kommunikation www.roteskreuz.at 34
    35. 35. Tips 1Web surfers interact with a web site differently than theywould a newspaper or a magazine. • Keep it short. • Use “inverted pyramid” construction. • Use headlines and headings. • Use sub-headlines, lists and boldface. • Hyperlink effectively. • Build trust with citations. • Use active voice. Marketing und Kommunikation www.roteskreuz.at 35
    36. 36. Tips 2It is difficult to write content that is fresh, interesting andappropriate. • Speedlinking. • Quoting. • Entertaining. • Questioning. • Updating. • Newsreading. • Recycling. • Guest-posting. • Announcing. Marketing und Kommunikation www.roteskreuz.at 36
    37. 37. rules and regulations Austrian Red Cross Social Media Policy (German) Social Media Guidelines for IFRC staff (as general Overview) Marketing und Kommunikation www.roteskreuz.at 37
    38. 38. „DON‘T PANIC!“Douglas Adams,The Hitchhiker‘s Guide to the Galaxy Marketing und Kommunikation www.roteskreuz.at 42 38
    39. 39. Kontakt Österreichisches Rotes Kreuz Marketing und Kommunikation Thomas Marecek Thomas.Marecek@roteskreuz.at Gerald Czech Gerald.Czech@roteskreuz.at Blog: blog.roteskreuz.at/redcrosswebmaster Bilder: Marketing und Kommunikation www.roteskreuz.at 39

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