The document discusses the transformation of media consumption habits, particularly among young people who increasingly access information online through social media platforms. It outlines the Austrian Red Cross's strategies in leveraging digital channels for their initiatives, particularly during the 2010 Pakistan floods, and emphasizes the importance of engaging users with interactive content. Additionally, it provides advice on effective online communication and highlights the use of various media formats to enrich messaging.

1. redcross|2.0
gerald czech, thomas marecek | returned delegates week | dec, 14 mmx
www.roteskreuz.at

2. Social Media Revolution
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3. Transformation
of media landscape
of media habit
„news kind of comes to me“
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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
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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
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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
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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
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8. Pakistan-Floods 2010
Online Communications
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9. Webpage
Start of www.roteskreuz.at/pakistan in the morning of Aug, 09 Establishing
keyword „Pakistan floods“ at spende.roteskreuz.at and donation via mobile
texting.
Facebook NiN-
-campaign
Start of Web-Activities First Team Campaign-day
Start NiN
goes to Pak
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10. Webpage
31 News about
Pakistan until Sept,
10th.
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11. Galleries
Providing up2date
images for journalists
and interested web-
users online.
Totally about 125
pictures online, most
of them in highres-
quality for media.
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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 for
radiostations and
interested interneal
and external
audiences.
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13. Banner, Posters
As a service for people, who want to
participate by organising donations
for Pakistan, we put online-Banners
and digital Posters online.
An own page (in German) informs
about any possibility to provide
support for those in need in Pakistan.
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14. going social
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15. Blogposts
The redcross mission blog
provides information about
ongoing redcross-missions in
Austria and all over the globe.
Our delegates write about
their situation, about life
abroad and about all the
challenges, they face abroad.
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16. Twitter
Our twitter-channel(@roteskreuzat) is another web2.0 channel for informing
about Austrian Red Cross and its activities.
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17. www.roteskreuz.at
Facebook
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18. Facebook
Started Jan, 14th, today: 14.299 fans Marketing und Kommunikation
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19. Facebook
roteskreuz.at
November, 30 2010
2% 55+
5% 45-54
11 % 35-44
27 % 25-34
44 % 18-24
11 % 13-17
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20. Facebook Fanpage www.facebook.com/roteskreuzat
or facebook.roteskreuz.at
campaign
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
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21. Youtube
The youtube-Channel of
Austrian Red Cross is used for
publishing Federation (and
ICRC)-Videos (sometimes with
German synchronisation) and
our own videos.
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22. AdWords
Started in the middle of august..
Most effective ad: CTR up to 3 %
250.000 Impressions
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23. Austrian Red Cross: May 2010
Facebook 10.583 fans
StudiVZ 2.243 members
Youtube 55.555 hits
Xing 518 members
Summe 69.275 contacts
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24. Marketing und Kommunikation
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25. our strategy
and tactics
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26. social media?
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27. 360° communication strategy
being available at many channels
with relevant information (for the target audience)
at the right time
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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.
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29. What about me?
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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
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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.
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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/
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33. www.roteskreuz.at
Start blogging!
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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.
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35. Tips 1
Web surfers interact with a web site differently than they
would 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.
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36. Tips 2
It is difficult to write content that is fresh, interesting and
appropriate.
• Speedlinking.
• Quoting.
• Entertaining.
• Questioning.
• Updating.
• Newsreading.
• Recycling.
• Guest-posting.
• Announcing.
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37. rules and regulations
Austrian Red Cross Social Media
Policy (German)
Social Media Guidelines for IFRC staff
(as general Overview)
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38. „DON‘T PANIC!“
Douglas Adams,
The Hitchhiker‘s Guide to the Galaxy
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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
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