View
221
Download
0
Embed Size (px)
Citation preview
7/30/2019 Social and Citizen Media
1/36
Regina Layug Rosero, Project Coordinator
Mulat Pinoy Project, Probe Media Foundation
Asian Forum for Parliamentarians on
Population and Development Foundation, Inc. (AFPPD)
Communications Workshop on ICPD 2014/Post-2015 Agenda
July 16, 2013, Tagaytay
7/30/2019 Social and Citizen Media
2/36
7/30/2019 Social and Citizen Media
3/36
Mass CommunicationOne is to Many
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
4/36
Evolution of Communication
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
5/36
Media in the
20th Century
7/30/2019 Social and Citizen Media
6/36
Social Media Anybody can say
anything, talk to
anybody.
PUBLIC conversation
Different strokes fordifferent folks:Theres a place for allinterests.
Shorter messages forshorter attentionspans
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
7/36
Media NowStudents of Red Balloon,
largest English school in
Brazil, correct celebrities
grammar and spelling onTwitter.
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
8/36
7/30/2019 Social and Citizen Media
9/36
Why? People are already on Facebook and
Twitter.
New audiences can revitalize your
cause. Todays netizens = Tomorrows leaders
A few messages can reach a whole lot of
people.
Your cause could go viral.
7/30/2019 Social and Citizen Media
10/36
What social media can be
used for advocacy?Social
Network
Content Advantages
Facebook Pictures, videos, status, privatemessages, groups, fan pages,
controlled user access
Longer messages, photo
albums, online voting,
events, notes and sharing
with specific demographics
Twitter Messages in 140 characters or less,direct messages, retweets, hashtags
Short messages, easy for
mobile use
Tumblr,Instagram
Photoblogging Popular for memes and viralphotos
YouTube Video hosting Popular for parody videos,TV episodes, music
Scribd Document sharing Reports, presentations
7/30/2019 Social and Citizen Media
11/36
How?1. Start with a few social networks: Facebook,Twitter, wherever the people you want toreach actually are.
2. Have a communications plan.
3. Use all opportunities to promote your socialmedia accounts, and vice versa.
4.Hashtags are #important.5. Update frequently!
7/30/2019 Social and Citizen Media
12/36
Effective Social Media
Campaigns Creativity is key.
Brevity is wit.
Pics or it didnt happen.
#important
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
13/36
7/30/2019 Social and Citizen Media
14/36
Why Bloggers
Matter Online, often the
reporter and the
reader are the same.
Bloggers:
Independent
Credible to their
networks andreaders
Passionate about
specific causes or
issuesTweet us: @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
15/36
Bloggers VS Journalists
Tweet us: @mulatpinoy @rejjventress
Bloggers Journalists
Unvetted, unedited,
unorganized
Rushing to break the news:
Reporting is a competition
News is business: more
followers, Facebook Likes,
retweets, Website views
New opinions, fresh
perspectives, variety in
discussion
Beholden to editor, publisher,
reader
Rushing to break the news:
Reporting is a duty to truth
News is business: sell issues,
get higher ratings, get more
listeners, viewers & advertisers
News is entertainment:
Showbizification of news
7/30/2019 Social and Citizen Media
16/36
Citizen ReportingHow does social mediaallow ordinary people todo the reporting?
Smartphones
Mobile data
Public posts on social
media Addressing posts to news
networks and relevant
institutions
On-the-ground reports:Typhoons, elections,
public works,
government offices,
commerce, crime Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
17/36
7/30/2019 Social and Citizen Media
18/36
ow do you keep track?
Analytics and Insights Klout
Online auditing
Numbers VS Engagement
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
19/36
Regina Layug Rosero, Project Coordinator
Mulat Pinoy Project, Probe Media Foundation
Asian Forum for Parliamentarians on
Population and Development Foundation, Inc. (AFPPD)
Communications Workshop on ICPD 2014/Post-2015 Agenda
July 16, 2013, Tagaytay
7/30/2019 Social and Citizen Media
20/36
7/30/2019 Social and Citizen Media
21/36
Effective Social Media Advocacy
7/30/2019 Social and Citizen Media
22/36
Web Performance
High number of visitors who are
looking for more information.
279,000 Visits
235,000 Unique Users
Average time on site of 39sec
Hit a high of 96,000 visits on launch day
w/ over 1,800 users at a time.
Over 8,000 emails received
www.itsmorefuninthephilippines.com
January 6 February 15, 2012
- Roshan Nandwani,
BBDO Proximity, February 2012
http://www.itsmorefuninthephilippines.com/http://www.itsmorefuninthephilippines.com/7/30/2019 Social and Citizen Media
23/36
Social Buzz #1 on Twitter during launch weekend Over 100 More Fun In the Philippines FB
Pages Currently @ 1 min / average mention
hit a high of every 6 seconds
Over 11,000 photos created
Various Celebrity Tweets
Mentions on all local media outlets,
mashable.com, adage, creativity
3 Meme Generators Created
2 Mobile Apps Developed
A whole bunch of collections
- Roshan Nandwani,
BBDO Proximity, February 2012
7/30/2019 Social and Citizen Media
24/36
Effective Social Media AdvocacyWWF and Earth Hour
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
25/36
WWF Earth Hour Campaign
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
26/36
Tweet us! @mulatpinoy @rejjventress
WWF Earth Hour Campaign
7/30/2019 Social and Citizen Media
27/36
Effective Social Media Advocacy RH Bill campaign in the Philippines
Tweet us! @mulatpinoy @rejjventress
P th RH Bill
7/30/2019 Social and Citizen Media
28/36
Pass the RH Bill.
Uphold the RH Law!
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
29/36
Pass the RH Bill.
Uphold the RH Law!
Tweet us! @mulatpinoy @rejjventress
7/30/2019 Social and Citizen Media
30/36
7/30/2019 Social and Citizen Media
31/36
Mulat Pinoy Best Practices Polls
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
7/30/2019 Social and Citizen Media
32/36
Mulat Pinoy Best Practices Action and reaction
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
7/30/2019 Social and Citizen Media
33/36
Mulat Pinoy Best Practices
Stay true to your
personality
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
7/30/2019 Social and Citizen Media
34/36
Mulat Pinoy Best Practices
Face criticism Fans will defend you
Manage your trolls with
respect and tact
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
7/30/2019 Social and Citizen Media
35/36
Mulat Pinoy Best Practices
Get their attention.
Connect popular events and people with your cause.
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
7/30/2019 Social and Citizen Media
36/36
Regina Layug Rosero, Project Coordinator
Mulat Pinoy Project, Probe Media Foundation
Asian Forum for Parliamentarians on
Population and Development Foundation, Inc. (AFPPD)
Communications Workshop on ICPD 2014/Post-2015 Agenda
July 16, 2013, Tagaytay