presentation to the un in sarajevo
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COMMUNICATIONLatest trends and case studies
Silvia CambiéMarc Wright
Introductions
What’s going on in the world of communications?
From content creation to relationship management
The rise of the new stakeholderThe social media revolution
A new type of communication
Pre Web 2.0
Controlled & Structured Access
Trust in Corporate World
Text before Pictures
Interact/Network
Knowledge is Power
Post Web 2.0
Instant Multiple Access
Emphasis on Governance
Pictures, Sound and Video before Text
Interact/Network simultaneously with Many
Power is Knowledge Shared
Shift from content creation to relationship management
Instead of controlling the message, inspire the public to spread the message
Become part of the culture of a network and use it as multiplier
LET’S HAVE COFFEE…
How do you start?
Stakeholder mappingA comprehensive review of the different players
that have an influence on your reputation and success
Stakeholder Mapping
Primary stakeholders Social Donors & investors Employees Sponsors & business
partners Local communities
Non-social Natural environment Future generations
Secondary stakeholders Social Government & regulators NGOs & civil society Media Academia
Non-social Environmental pressure
groups Animal-welfare organisations
Example: Campaign for Program against Gender Based Violence
EventsPublicationsAdvertisingMedia RelationsAcademic ResearchSocial Media
Primary Stakeholders - SocialDonors
Creativity & innovation ROI Accountability Visibility
Employees Professional development Exposure to new ideas
Primary Stakeholders - Social Sponsors
Visibility Alignment of messages with their goals Innovative approach
Local Communities Partnerships Outreach to social services, training
centers and universities
Primary Stakeholders Non-SocialThe Natural Environment
Waste disposal Transport
Future Proofing Geo-political pressure Developments in neighbouring countries Changes in priorities
Secondary Stakeholders - Social
Government Partnerships Professional management of programs Censorship Nepotism & corruption
NGOs & civil society Partnerships & access to information Support of their agendas Encourage innovation Strengthen community links
Secondary Stakeholders - Social
Media Stories about social problems sell newspapers Want stories about new problems and their context
(local angle, how do they relate to the political situation in the country; etc.)
Blogs and other social media platforms
Academia Partnerships Exposure Support of their research
Secondary Stakeholders - Non-Social
Environmental pressure groups Is your sponsor polluting the
environment? What is your business partner’s
approach to environmental sustainability?
Animal welfare organisations Is your sponsor involved in
compromising wildlife?
Secondary Stakeholders - Non-Social
Environmental pressure groups Is your sponsor polluting the
environment? What is your business partner’s
approach to environmental sustainability?
Animal welfare organisations Is your sponsor involved in testing on
animals?
Storytelling
SomethingThey AllRemember
Emotional Journey
A Smarter WebNew generation of web technology
Web 1.0 = first generation of the commercial internet, dominated by content only marginally interactive
Web 2.0 = characterised by features like blogs, social networks (social media) added a new layer of interactivity
Source: Technology Review – March/April 2007
Web 2.0: A State of Mind
“The web has become the way for humanity to interact. “
“The web is connecting humanity. It is not about connections between sites.”
“If you want to create something on the web, you have to create an environment of trust.”
Tim Berners-LeeInventor of the World Wide Web
Source: http://www.techcast.org/forecastchart.aspx
“Networks are replacing the individual as the base unit of communication”
Mark Comerford
@markmedia
CASE STUDY 1
The Challenge
Reach out to new audiences beyond ETF’s traditional partners in gov
Gain access to voices on the ground
Engage online influencers on their own terms
The Opportunity
Extend duration and impact of two major conferences
Add online dimension to event organised on International Women’s Day
Tap into networks of online influencersConvince senior management of
advantages of social mediaPosition ETF as Web 2.0 champion
Women & WorkTurin, 7-8 March 2010
WOMEN
80% of purchase decisions worldwide made by women
Fastest growing segment on Facebook are 55-65-year-old females
60% of university graduates in EU are women – but still earn in average 18% less than men
Virtual Community on NING
The Group
22 women bloggers and writers From EU Partner Countries: Armenia,
Azerbaijan, BiH, Croatia, Egypt, Georgia, Jordan, Lebanon, Russia, Tunisia and more
Key characteristicsCommitted to the issuesEstablished regional followingWould benefit from exposure and
visibility
Moving from online to face to face
Pre-conference workshopCreated 3 videos on
ETF’s key areas of intervention and uploaded to YouTube
Article in Turkish Press
Same Content Reprinted in Armenian Press
“…we all had something in common besides being mostly
women… The commonality was that social media had
brought us together.”
Rose DenizTurkey
CASE STUDY 2
Promoting Social InclusionBrussels, 2-3 December 2010
Challenges encountered during the project Working with 30 countries and different degrees of social
media literacy and take-upGap between policy makers and digital grass-root
influencers Building ETF social media presence from scratchReluctance by some ETF staff to use social media
Outcomes
Live stream of “Promoting Social Inclusion” viewed more than 900x. 6x actual participation rate of ETF conferences. More than total number of all participants in one single year.
Online participation by 900 people saved ETF € 900,000 (5% of annual budget)
Key ETF staff members began using social media and interacting with online audiences.
ETF comms team invited to present at annual gathering of EU agencies head of comms. ETF web master invited to present at annual gathering of EU agencies’ web masters.
Lessons Learned It’s all about the network….
Build your network first Interact actively with public before asking for their
supportDemonstrate commitment to the network and nurture
relationships (leave comments on blogs, answer questions on FB, etc.)
Use network to conduct online conversations about your event/project and to promote your ideas/conferences
Don't drop the connection when the project is finishedContinue the conversation and capitalise on your
network for future projects
Social media personality types you should reach
The sharer: This person is constantly sharing your links, retweeting your messages and posting your news on their social networks.
The reader: people who genuinely take interest in what you have to say and regularly read the information to which you link.
The Maven: a respected subject expert e.g. Seth Godin, Malcolm Gladwell
Social media personality types you should reach
The commenter: these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.
The word-of-mouther: you need to target the ones who then spread the word by mouth to their non-web savvy friends.
The power holder: In order to achieve a reaction you need to target the change makers and people of power.
What will you take from today?
Silvia Cambiésilvia@silviacambie.comwww.chandacom.com@xculture
Marc Wrightmarc.wright@simply-communicate.comwww.simply-communicate.com@simplygroup
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