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The power of 
smartphones and 
social media in 
animal awareness 
~ Media and PR perspectives 
trinetizen.com
Digital media training 
trinetizen.com
The power of smartphones 
> 
trinetizen.com
trinetizen.com
trinetizen.com
Cameras everywhere 
trinetizen.com
The numbers 
43M mobile subscribers 
in Malaysia 
200M active users 
550M active users 
600M active users 
1.3B active use...
Cute pics of pets = Pass-along value 
trinetizen.com
Puppy killer video goes “viral” 
trinetizen.com
Characteristics of “viral video” 
1. Acceleration: Speed wins. 
2. Amplification: A small issue 
appears bigger than it is...
How it can go wrong: Poodle cruelty 
trinetizen.com
The wrong men identified 
trinetizen.com
Internet: Friend or foe? 
trinetizen.com
PR disasters 
trinetizen.com
Media reports on “viral videos” 
trinetizen.com
PR win 
trinetizen.com
Good news, get it out fast 
Bad news, get it out faster 
trinetizen.com
Reactions in a crisis 
trinetizen.com 
POOR 
Defensive – take it 
personally 
Decline to 
comment 
Deny or lie 
Deflec...
Takeaways 
• REPUTATION: Video is going to impact your work in 
profound ways. A single video can damage your reputation 
...
Fireman saves kitten 
trinetizen.com
“The greatness of a nation can be 
judged by the way its animals are 
treated” ~ Mahatma Gandhi 
trinetizen.com 
trinetize...
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Power of smartphones and social media in animal awareness

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Presentation at animal awareness workshop at World Animal Groove Music Festival 2014 organised by Sarawak SPCA, Oct 24th-25th, 2014 at Borneo Convention Centre Kuching.

YouTube Video credits:
1. Eldad Hagar, "Nala - Scared stray Pit Bull living in a ditch"
2. sciu89, "Run Walter, RUN!!"
3. GoPro: "Fireman Saves Kitten"

Published in: Internet
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Power of smartphones and social media in animal awareness

  1. 1. The power of smartphones and social media in animal awareness ~ Media and PR perspectives trinetizen.com
  2. 2. Digital media training trinetizen.com
  3. 3. The power of smartphones > trinetizen.com
  4. 4. trinetizen.com
  5. 5. trinetizen.com
  6. 6. Cameras everywhere trinetizen.com
  7. 7. The numbers 43M mobile subscribers in Malaysia 200M active users 550M active users 600M active users 1.3B active users 16M in Malaysia 100 hours of video uploaded per minute trinetizen.com
  8. 8. Cute pics of pets = Pass-along value trinetizen.com
  9. 9. Puppy killer video goes “viral” trinetizen.com
  10. 10. Characteristics of “viral video” 1. Acceleration: Speed wins. 2. Amplification: A small issue appears bigger than it is. 3. Authentication: Or lack of it. If it seems real people pass it on. (Some users increasingly fast at spotting fakes.) trinetizen.com
  11. 11. How it can go wrong: Poodle cruelty trinetizen.com
  12. 12. The wrong men identified trinetizen.com
  13. 13. Internet: Friend or foe? trinetizen.com
  14. 14. PR disasters trinetizen.com
  15. 15. Media reports on “viral videos” trinetizen.com
  16. 16. PR win trinetizen.com
  17. 17. Good news, get it out fast Bad news, get it out faster trinetizen.com
  18. 18. Reactions in a crisis trinetizen.com POOR Defensive – take it personally Decline to comment Deny or lie Deflect – taichi, play blame game Downplay BETTER Accept – that it has happened Acknowledge – to those affected, media, public Assure – show you care, calm fears Apologize (if you have to) and be specific, express regret, suggest remedy ACT – assess your allies, plan your action, act out your plan
  19. 19. Takeaways • REPUTATION: Video is going to impact your work in profound ways. A single video can damage your reputation and spread like wildfire. Be prepared to respond. • PERCEPTION: The perception of the public, how people view what you do, is just as important as what you do. Invest in training for PR skills, video skills, crisis comms. • SOCIAL MEDIA: Plan and setup a social media presence: Facebook, Twitter, Instagram, YouTube, Vine. Use your social media channels to engage and provide feedback with your constituents, followers, fans, stakeholders • ALERTS: Provide alerts and warnings through your Internet presence + email and WhatsApp. • LEARN APPS: Take and post photos and videos daily -- useful skills to know. trinetizen.com
  20. 20. Fireman saves kitten trinetizen.com
  21. 21. “The greatness of a nation can be judged by the way its animals are treated” ~ Mahatma Gandhi trinetizen.com trinetizen.com

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