The document discusses leveraging social media to enhance relationships with government donors through participatory dialogue and real-time communication. It emphasizes the importance of transparency, collaboration, and innovative advocacy strategies, such as engaging e-fluentials and soft lobbying to increase brand visibility and stakeholder awareness. The content outlines the need for organizations to develop a clear social media strategy, set realistic expectations, and continuously adapt to evolving user trends.

1. proudly presents “ Using social media to re-energize relations with government donors” Presented by Mari Tikkanen

2. Definition Fusion of sociology and technology Tools for creating, presenting, connecting, sharing, and collaborating

3. Revolution Controlled monologue to open, inclusive dialogue Massively connected world Real-time communication Rich experiences Collective intelligence

4. Engage or Die Part of the everyday, everywhere User numbers! “ Digital natives” Opting out not an option

5. Tools

6. Artificial categorization Communication Collaboration Multimedia Others

7. Culture Different, new mindset Dialogue Transparency, openness Participatory, collaborative Shift a challenge

8. Addressing Donor Concerns Results Effectiveness Resource management Responding to change Collaboration - ‘ delivering as one’

9. Re-thinking External Relations Improving current communication, collaboration 2) Lobbying and advocating with help of mass support 3) Influencing through e-fluentials 4) Advocating through innovation 5) Reaching as individual social media users

10. Improving Outreach Everything online: advocacy Streaming Participation Marketing

11. Communicating, collaborating

12. ‘ Soft’ lobbying with help of public Soft targeting of donor governments Engaging public, mass audience Creating stakeholder awareness, enthusiasm Increasing brand visibility, support “ Your people have spoken”

13. ‘Soft’ lobbying ex

14. Reaching through e-fluentials Online opinion leaders 10% of Internet population Relay information to target decision-makers, their ‘go-to-guy’ Embeddable info

15. Proactive approach Identify/map gov e-fluentials Learn about views, online behaviour Open one-to-one dialogue Develop trusting partnership Feed-loop to political decision-makers

16. Advocating by Innovating Early adopter Efficiency Responding to change New partnerships

17. Social Media Presence User trends Expectation Searchable and sharable Ex. swine flu

18. Getting started Review strategy, work plan - identify opportunities Human resources/roles, budget Set goals, agree targets (gov/individuals) Identify tools, social media approach (start ‘safe’) Metrics, agree evaluations methods Develop proper plan, 1/3 social media

19. And before launching.. Set realistic expectations Develop social media policy, guideline Keep up to date Educate organization, senior management Experiment!

20. Social media info www.nielsen.com www.mashable.com www.techsoup.org www.socialmediaclub.org www.m4id.fi