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Presentation for Peshawar Journalists
- 2. Social Media Overview & Analysis Tools U.S. Embassy Islamabad May 10, 2012 S
- 3. Traditional Media in Decline S Books, newspaper, music, T V networks 24 of the 25 largest newspapers are experiencing record declines in circulation
- 6. How Many of You Are Using Social Media?
- 7. What is social media? S Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogue S Content is easily shared S Peer/friend recommendations S Consumers also become producers
- 9. Overview of Social Media in Pakistan S TV, Radio, and Newspapers Still Rule S 22 million with Internet S Facebook – 6.4 million S Twitter – 2.5 million S YouTube – 7 million S Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan‟s top 10 most visited sites.
- 10. 3G Coming
- 11. Topics Today S Overview of Social Media Tools S Social media best practices S Measurement and Analysis Tools
- 13. 900 Million If Facebook were a country, it would be the third most populated in the world behind China and India #1 or #2 most visited site in Pakistan
- 14. Twitter S “What are you doing?” in 140 characters S Audience: 200+ million S #9 most visited site in Pakistan S Good to see what is happening, spot trends, call for feedback
- 16. YouTube S Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in Pakistan S 4 billion videos viewed per day S Over 1 trillion plays in 2011
- 17. #Jan25
- 18. Wikipedia S Crowd-sourced encyclopedia S Articles added by users – edited by users S 80% non-English - 283 languages S SOPA S #8 in Pakistan
- 20. Flickr S Image and video-sharing social network S 6 billion photos S Audience: 80 million unique visitors
- 23. Most Popular Social Media Platforms S Facebook – 900 million S Twitter – 200 million users S YouTube – 4 billion videos played per day S Flickr – 80 million unique users - > 6 billion images S LinkedIn – 50 million users - #10 most visited site in Pakistan
- 24. All About Sharing Why Do People Share? S 94% interesting content S 84% humor S 66% personal connection S 32% offered incentives Ad age 2012
- 25. The Advantage S 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
- 27. The Like Button
- 28. Facebook Glossary S Profile = Your page, contains info, photos, videos, and lists of your friends or whatever else you choose to include S Post = Message of 420 characters or less S Like = Button used to indicated appreciation, affiliation, or acknowledgement without having to add comment S Newsfeed = continuous stream of updates S Fan Gate = page requiring a „like‟ in order to gain further value, content or information
- 29. Newsfeed
- 30. Exponential Reach with Sharing
- 31. Tagging
- 32. Twitter “The qualities that make Twitter seem insane and half-baked are what makes it so powerful.” - Jonathan Zittrain, Professor of Law at Harvard
- 33. Finding hashtags
- 35. YouTube
- 36. LinkedIn
- 37. Flickr
- 38. It‟s Important to Measure S Measure future success S Website – why do they come, how long do they stay S Facebook – Likes, Reach, Shares, City and Demographic Breakdown S Twitter – Followers, Mentions, Retweets, Message Reach S YouTube – Plays, Comments
- 41. Socialbakers.com
- 42. Socialbakers.com
- 44. Twilert
- 45. Social Bro
- 47. Tweetreach
- 50. Wildfire
- 51. Touchgraph
- 52. Trendsmap
- 53. Q1 2010 Arabic Social Media Discussions 57% of conversations included socio-economic terms Source: Arab Media Influence Report 2011
- 54. Q1 2011 Arabic Social Media Discussions 88% of conversations included political terms Source: Arab Media Influence Report 2011
- 55. More Best Practices S Give out business cards with all social media sites on them at every event. S Social media bookmarks in every e-mail signature S Twitter out all press releases S 8-10pm is peak time in Pakistan on social media S Pose questions on social media. Call to action…do something S Planning schedule for social media
- 56. Conclusion S Social Media is growing rapidly in Pakistan S An overview of social media platforms S Measurement and Analysis Tools
- 58. Thank You! S Questions? S Tim Receveur S receveurtb@state.gov
- 59. Social Media Strategy S 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 schedules S Create listening dashboards (voices, keywords) – PAS, Urdu blogs, political, econ. Keyword trends product – spot trends before they become news S Countering misinformation from journalists and other influentials S Work on platforms (SMS Alert system, FTP site for journalists, etc.) S Training (Embassy, Consulates, and external organizations) S Advertising management (Embassy and Consulates)
Editor's Notes
- 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.