p2p_facebook_turku school of economics final presentation in washington
TRANSCRIPT
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Our VisionWe wanted to challenge extremism through integration and education.
Have an impact on the lives of real people.
Connecting people
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Target Audience: Asylum Seekers
.
Asylum seekers 2014 vs. 2015.
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The Path of the Refugee
Escapes horror of home country Seeks asylum in a
new place
Tries to integrate into a
new society
If they feel unwelcome or
lack of belonging
Becomes Frustrated and
loses hope
Goes back to home country
→ is at risk
Alienates from society → is at risk
This is where we have to succeed
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Experience
Lack of information (City & Country)
Local people’s negative attitudes
Lack of activities in the reception center
Lack of contact with locals
The main problem is that poor integration leads to radicalization and violent
extremism
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Experience
Strategic Approach: Offline to Online
Social media
Mobile
service
Events and offline activities
Awareness, interest &
opinion change
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Experience
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Events:United by Football
United By Food – International Dinner
Suit up asylum seekers (Secret Santa)
Bring cultures together
Create media awareness
Bring people online after events
Goals:
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Experience
Online Presence
Goals
01
Interaction between Finns and foreigners in Finland
03 Promotion of our online and offline events
04
Sharing material collected from events and daily life
05 Raising awareness of the refugee situation and effecting opinions
How to achieve these?
Supporting channel – Attracting opinion leaders
Supporting channel – Visual content
Main channel – information and discussion
Website Official presence
Supporting channel – Video content
Channels
Challenging extremism by promoting integration02
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WebsiteChoose your Future website
functionedAs the official presence For our campaign
Home pageSocial Feed
Ask AnythingAbout Us
Get Involved
About Turku & Welcome package
EventsEvent Calendar
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Interaction between Finns and Foreigners in Finland
Starting important discussions
Participating in current discussions
Promoting offline events
Sharing information
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Positive posts and attitude, unite not
divide
Using call to actions in posts
Frequent posts, averaging 2,3 posts
per day
Taking real-life events into consideration
Adding Arabic translations when
possible
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Versatile posts: pictures, videos, articles, stories, interviews etc.
Quick response to comments and
messages, resulting in <4 min average response time to
messages
Posting and commenting on other
related pages
Using call to actions in posts
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metrics
Likes: 2663
Post Reach: 297 771
Unique Reach: 347 806
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15resultsMetrics
paid advertising
Campaigns16 in total
Ad sets39 in total
Ads198 in total
316,385 Impressions
134,211 People reached
Avg. CPA(all actions)
€0.034
35,914 Actions
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Supporting Channel
We tweeted to Minister Stubb and he
tweeted back and followed us!
01 Attracting Opinion Leaders in Finland 02
Participating in on-going Conversations in Finnish and in English
03 Generating Traffic and Raising Awareness
@alexstubb: Alexander Stubb, Finance Minister of Finland. 249 000 Followers
@rikurantala: Riku Rantala, Journalist and adventurist. 106 000 followers
@villeniinisto: Ville Niinistö, Party Leader the Greens. 36 900 Followers
@imagelehti: Image-magazine. 13 900 Followers
@yanarozan: Ozan Yanar, a Finnish politician. 6791 Followers
@FCTPS: FC TPS Turku · Professional football team. 5058 Followers
@FeldtRanta: Maarit Feldt-Ranta a Finnish politician. 4817 Followers
@vaestoliitto: Finnish support organization for families and young. 4645 Followers
3042Page reach
24800Tweet views
59Followers
314Number of engagements
2082 views for this tweet!
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About City – Integration AppA solution for faster integration
Get involved
Online discussion
Events calendar
Interaction
Everyday lifeTop things to know
Important placesSports & leisure
Information
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Experience
Let’s take a closer look at About City
Crystalize information Make it fun and easy to learn
Make it visual Translation to Arabic + other languages
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Media ExposureMedia pieces in total:
14Our story was shared in these media publications
Media Impact
Our project in web media
United by Food on the radio
Our project in print media
About Turku on local TV.
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Our legacy
About TurkuEvent calendar Restaurant daySocial media community
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“Choose Your Future is a great example of how academic enthusiasm, voluntary work and digital innovations can help in solving our complex problems. Social media and the free flow of information are one of the causes for large scale immigration. They can also offer solutions.
Innovation has been the most significant driver for development, and fostering it is crucial for turning the challenge of immigration into an opportunity - in Europe and worldwide. Integration is the best tool against extremism. I strongly encourage Choose Your Future and other similar projects to help immigrants integrate and eventually contribute.”
Petteri OrpoMinister of the Interior
Finland