Presentation at the Arms Control in the Information Age conference. Washington, DC. November 29, 2011

1. Working together for a world free of chemical weapons
OPCW:
Social Media as a Public Diplomacy Tool
Keith Powell
Web Content Manager
29 November, 2011
www.opcw.org
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2. Working together for a world free of chemical weapons
Summary
 Social media and OPCW’s new direction
 Our early social media efforts
 “Introducing the OPCW”
 Measuring Success
www.opcw.org
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3. Working together for a world free of chemical weapons
www.opcw.org
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4. Working together for a world free of chemical weapons
OPCW and its New Direction
 Stockpiles largely destroyed
 Organisation becoming more public-facing
 Areas of concern:
 Counter-Terrorism
 Peaceful Uses of Chemistry
 Non-Proliferation
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5. Working together for a world free of chemical weapons
Case Study: International Year of Chemistry
conference
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6. Working together for a world free of chemical weapons
International Year of Chemistry Conference
 First live webcast at the OPCW
 Social media was used as a tool to both promote
the event as well as execute it.
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7. Working together for a world free of chemical weapons
Case Study: Challenge Inspection Field
Exercise
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8. Working together for a world free of chemical weapons
Challenge Inspection Field Exercise
 Integrated social media approach
 Use of:
 Twitter
 Blog
 Video
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9. Working together for a world free of chemical weapons
Campaign: Introducing the OPCW
www.opcw.org
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10. Working together for a world free of chemical weapons
Activity: Identify Audiences
 Civil Society
 Researchers / Policy Professionals
 Potential employees / interns
 Chemical Industry
 Students
 Media
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11. Working together for a world free of chemical weapons
Activity: Create Engagement Opportunities
 Social media and traditional communications
intersect
 Find “teachable moments”
 Offline activities are important to digital strategy,
too
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12. Working together for a world free of chemical weapons
Activity: Create regular social media activities
 New Features:
 Photo of the Day
 OPCW Facts
 Question of the week
www.opcw.org
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13. Working together for a world free of chemical weapons
Measuring success
 Analytics:
 Website traffic has increased 25% since June 2011
 Klout
 Disappointing as a tool to measure influence
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14. Working together for a world free of chemical weapons
Source: http://www.baekdal.com
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15. Working together for a world free of chemical weapons
OPCW Social Media
 Facebook: www.facebook.com/opcwonline
 YouTube: www.youtube.com/opcwonline
 Twitter: @opcw
 Flickr: www.flickr.com/opcw
 Blog: www.opcwblogs.org
www.opcw.org
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