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U.S. Embassy Islamabad - Social Media Session 1
- 2. Social Media & Pakistan U.S. Embassy Islamabad March 27, 2012 S
- 3. How Many of You Are Using Social Media?
- 4. Traditional Media in Decline S Books, newspaper, music, TV networks 24 of the 25 largest newspapers are experiencing record declines in circulation
- 6. Overview of Social Media in Pakistan S TV, Radio, and Newspapers Still Rule S 22 million with Internet S Facebook – 6.2 million S Twitter – 3 million S YouTube – 7 million S Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan’s top 10 most visited sites.
- 8. 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. Topics Today S Reasons to use Social Media? S Overview of Some of the Most Popular Social Media Tools S Measurement and Analysis Tools
- 10. Important Uses for Social Media S Increase awareness of your brand S Increase fan-generated advocacy for your brand. Fan- generated advocacy usually has greater credibility, resonance. S Increase fan-generated defense of your brand. S Enhance Customer Service (facilitating customer needs through proactive and reactive communications)
- 11. Important Uses for Social Media S Get messages out to a broad audience S Monitor and report on critical topics related to your brand S Great tools to measure the engagement – understand who your audience is
- 13. Facebook 850 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. 2011 48
- 19. 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
- 21. Flickr S Image and video-sharing social network S 6 billion photos S Audience: 80 million unique visitors
- 23. SOCIAL MEDIA & U.S. Embassy
- 24. U.S. Embassy Best Practices S Images and videos rule S Best content engages users and tells them how your services interact with their lives S People connect to people, not numbers S Quotes and testimonials
- 26. Interactions
- 27. YouTube
- 28. Photo Galleries
- 30. Commenting
- 31. Sharing
- 32. Why do people share? S 94% interesting content S 84% humor S 66% personal connection S 32% offered incentives Ad age 2012
- 33. Tagging
- 36. Spot Trends Before the News
- 37. Some Social Media 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
- 38. Useful Measurement Tools
- 39. 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
- 44. Social Bro
- 46. Tweetreach.com
- 47. Trendsmap
- 48. Conclusion S Social Media is growing rapidly in Pakistan S Social Media platforms S Remember, understand your objectives first and find a tool to support them S Analysis and measurement are critically important
Editor's Notes
- Does anyone know how many users around the world are on Facebook?
- Technology is changing both journalism and media consumption, politics andHow governments engage with their citizens and citizens of other countries
- How many are familiar with social media? Use it for work?How many are on Facebook, Twitter, YouTube, Wikipedia?
- 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 growing - Who has a cell phone? Who is on social mediaLike governments, many news organizations have moved the conversation necessary?, to making them a driving force for reporting on events and distributing information
- No where is the increasing trend towards social media penetration more apparent then here in Pakistan109 million cell phones - 3G comingWith the addition of faster Internet and smart phones in the coming years, the importance and penetration of social media will only increase
- Because most of the human race is under 30 years old35% of Pakistans population in <14 years oldThe importance and penetration of social media will only increase
- How many trust a TV ad? How many trust your friend?
- New products or service
- Different audiences on Facebook and TwitterCan dissect every follower on Twitter if you have the time
- Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.
- 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 interface, inline video
- #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
- 490 million unique users who visit every month
- http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=player_embedded
- 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
- Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.Some examples of how we are using social media
- 29,000 to almost 90,000 – tripled our baseline
- Retweets, replies, favorites, follows
- 21,000 to nearly 70,000 – more than tripled
- Over 100,000 views on photos from Lahore – post a few at a time
- Raise awareness – bring in more applications
- Post on Best of luck to Saving Face documentaryLearn about your fans – post on rebuilding roads
- 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
- Search results now list by Tweets and now by people
- FP – Earthquake spies
- Governments are struggling to adapt, adopt, co-opt, or disable the technologies that enable these changes.
- So
- Stats on country traffic, top platforms, breakdown by countries
- Stats on Facebook, Twitter, YouTube - PenetrationTop brands in FacebookNext up getting into specific tools
- Facebook Insights
- Most important – Facebook insightsMeasureable – age, sex, city, countries, languagesFebruary 6-12 1 in 3 Pakistanis reached
- Pulls in all of your followersScientific
- Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, citiesGeo-location not all there yet
- Introductions - HonorStarted at the State Department 12 years ago – e-mail and the web were just getting startedLots more face-to-face, but thanks to technology and social media we can do much more and reach many more people