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Consular Affairs Social Media Briefing - Tim Receveur
- 1. Social Media and Consular Affairs March 2, 2012 S
- 2. U.S. Embassy Website Why do people come to the Embassy website? Visas #1
- 3. U.S. Embassy Facebook Visas #1 issue
- 4. 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 Consumers also become producers S Peer/friend recommendations S Content is easily shared
- 5. 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.
- 6. Important Uses for Social Media S Increase fan-generated advocacy for U.S. policy and initiatives. Fan-generated advocacy usually has greater credibility, resonance. S Increase fan-generated defense of the United States. S Increase awareness of U.S. programs in Pakistan S Enhance Customer Service (facilitating customer needs through proactive and reactive communications)
- 7. Important Uses for Social Media S Get messages out to a broad audience (i.e. tech, savvy youth on Facebook, well-connected, older influentials on Twitter) S Correct the record quickly S Monitor and report on critical topics S Measure the engagement
- 8. New Social Media Strategy S Show, Don’t Tell Strategy – Emphasis on Photos and Videos S Increased Urdu and Pashto Content S Consistent Posting and Engagement – social media strategy and schedule coming S Limited Facebook ad buys S Training other sections to answer questions, get involved
- 9. How are we doing? S Baseline - Growth of platforms
- 10. Consular Issues
- 11. Urdu Visa Video Phillip Urdu Visa Video 11,328 Pakistanis saw this on Facebook 2,000 plays on YouTube
- 12. Pashto Visa Video Rebecca Visa Video 12,190 Pakistanis saw this on Facebook 1,600 plays on YouTube
- 13. English Visa Video Jason English Visa Video 13,257 Pakistanis saw this on Facebook 1,600 plays on YouTube
- 14. Examples of Social Media
- 15. What We Need from Consular S Consistent engagement – admin (direct) vs. e-mail (collected questions) S List of FAQs we can post and refer to save time S Possibly a list of 30 short tips for visa applicants for Twitter S More ambitious - a moderated 1 hour webchat 2 X per month
- 16. What We Can Offer Consular S Training on engagement S Promotion of your engagement activities S Detailed weekly or monthly reports providing metrics on your engagement across all social media channels
- 17. Agenda S Why Should the Embassy Care About Social Media? S Social Media Overview S Features S How Public Affairs is Using Social Media S Free Analysis Tools
- 18. Why should the Embassy care about Social Media?
- 21. Traditional Media in Decline S Books, newspaper, music, T V networks 24 of the 25 largest newspapers are experiencing record declines in circulation
- 24. Identify and Follow Influential People
- 25. PROTESTS!
- 28. Spot Trends Before the News
- 29. Spot Trends Before the News
- 31. 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
- 32. Facebook Looks
- 33. Show, Don’t Tell Strategy S Best content engages users and tells them how your services interact with their lives S People connect to people, not numbers S Images and videos rule S Quotes and testimonials
- 34. Photo Galleries
- 35. Virtual Exhibits
- 37. Commenting
- 38. Tagging
- 39. Sharing
- 40. Facebook Polling
- 42. Twitter S “What are you doing?” in 140 characters S 500 million registered users S 33 billion tweets per day S #9 most visited site in Pakistan Most important tool in analyzing real-time discussions S Older, more influential – journalists, bloggers, academia S Average age is 39 years old
- 44. Tweet Breakdown
- 45. Twitter Progress S We started by listening (issues, tone, etc.) S Analyzing conversations S Now trying to be more influential, more proactive
- 46. Twitter Reach
- 47. Adding Influentials Last Week
- 49. Twitter – NATO Images and Videos
- 50. Follow Discussions Engage in Discussions
- 52. 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 played per day S Over 1 trillion plays in 2011
- 53. USAID Projects
- 55. LinkedIn S Social network focused on connecting professionals with the purpose of sharing information and opportunities S Audience – 120 million S #10 most visited site in Pakistan
Notas del editor
- BackgroundStart with an overview some of the projects Consular and PAS have worked onHow we can help each other in the futureOverview of social media and why the Embassy should care about it
- Conversation + friends talking to friendsPeople don’t trust ads, they trust peer recommendationsWe want people to spread our message, defend us if necessary
- Traditional media still rules1 million joined Facebook in the last 6 months3G coming
- No kumbayaBuilding a dam or exchange program
- Define weekly total reach
- Baseline to measure success
- Visas are #1 issue. Took questions from our Facebook audience and consular answered them on video
- Total 42,000 and counting
- What to do with it? Hide?
- 3 Disclaimers before we get started
- Didn’t know anyone who was on social media
- And most importantly if you want to see where the new technology is going and how it will be used you need to watch kids and especially teenagers
- 35% of Pakistans population in <14 years old – 85% of Facebook audiences is < 25Engagement on social media is only going to increase
- 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 growingWe need to be in this space
- Egypt, Iran - Better for disruption than governance – niches and lack of compromisecommand, control, and communication capabilities for protestors; reported the events in real time as they unfoldedraised awareness and motivation for the participants and those who desired change in other parts of the region.
- Newspapers are still king – get a head start on content
- Planning protests in Islamabad?
- Australia floods – 2011 Roads that were out, power outages, property damagesocial media was used identifying the missing, finding survivors, for distributing relief supplies,109 million cell phones in Pakistan –crisis planning floods, earthquakes
- Counter harmful messages – Shahab stopped this one in its tracks
- FP – Earthquake spiesPeshawar bullets
- Posting videos, photos, status updates, instant chat6.2million Pakistanis - 1 million new users in last 6 monthsYoung, talkative
- Walled garden Ads, easier to present apps
- 93,000 views on photos from Lahore
- Ambassador’s Fund for Cultural PreservationPeople reached – more than the exhibit
- USEFP Programs
- Best of luck to Saving Face documentaryLearn about your fans
- It’s not impossible to get to the U.S.Exponentially expand reach by Kids tagging themselves
- Exponential
- Most important – Facebook insightsMeasureable – age, sex, city, countries, languagesFebruary 6-12 1 in 3 Pakistanis reached
- #9 most visited site in PakistanOn of the most famous tweets ever came from PakistanHandout on the basics of Twitter. How to search
- New interfaceTop tweets and top people
- Breaking down a tweetLocation of a tweet is increasing in importance – you will see in a minute
- 27k, 28k blogger and Interior MinisterKhar readout to 250k Twitter
- Sprout Social
- We’ve added about 2 dozen media contacts in the past week
- New interface, inline video
- During NATO we were seeing the images that would be in the paper the next day
- We already looked at the Hamid Mir example of proactive engagementEngage, correct the recordReply to tweet and all of the followers of that message see your tweet
- Pulls in all of your followersScientific
- #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
- ACCESS, Exchange programs3,000-4,000 plays each
- Look for jobs, find companies, resume, have people recommend your work#10 most visited site in LinkedIn
- Changing how we hire#10 most visited site in Pakistan
- ResumeRecommendationscontacts