communicate your message using new media

RPC Communications Capacity Building Workshop 8th April 2008

Communicate your message using new media

By Branislava Milosevic, CAFOD

Hi! Managing online comms in Catholic Agency

for Overseas Development (CAFOD): e-campaigning, e-marketing strategies, Make Poverty History new media

Radio Projects manager in OneWorld.net: training for community radio, online radio and TV

BBC World Service in Serbian: journalist and presenter

Outline of the session

A bit of a background – WEB 2.0 Examples of WEB 2.0 in practice Use of new media for research Questions

Background

Its recent inclusion as a verb in the Oxford English Dictionary confirms what competitors feared: Google means search to an army of Web users. (Bloomberg news)

User Generated Content (USG)

Discuss

Comment

RSS

Tag

Vodcast

Podcast

Send to a friend

Examples of WEB 2.0 in

practiceand potential

Use of new media for research

to do research

to promote results of research in order to achieve something

What are you trying to achieve by

communicating the results of your research?

Who do you need to influence to achieve this?

(target)

Who do your messages need to reach in order for you to be able to

influence your target(s)?

What can you achieve by using new media?

What can you achieve by using new media?

VisibilityImmediacyGlobal involvement Around the clock activity

Practical tips for using new media for

research

Practical tips: Know your audience

What media they consume?Which websites they visit?

Info: GSM world website

Practical tips: Know your audience

Who will they listen to? What is their motivation to

consume your communication?

Recycle/adapt successful ideas

Make it short and snappy

Create a buzz online

Comment

RSSTag

Discuss

PodcastVodcast

Send to a friend

Questions?

Thanks

bmilosevic@cafod.org.uk

Who should be targeted via new

media?

NOCitizens in the South

YESGovernments Policy makers

Other researchersMedia

Western NGOs

Make Poverty History new media

Overall stats

800,000 people taking action 1 million actions 500,000 people emailed Tony Blair estimated 10 million visits to the website 53% of people who received an email took

action Massive impact because of celebrity

endorsement and constant presence in the media

Make Poverty History new media

Stats after 2nd July

8% of people who received an email took action (fall from 53%)

0.5 % recruitment growth rate as opposed to 55% before 2nd July

2.2% of people on the e-list migrated to orgs in coalition

Media coverage reached 72% of UK adult population, but new media only 1.2% of UK’s Internet population

Make Poverty History new media

Recommendations

Proper investment New media part of communication

strategy not an after-thought Understood by most senior managers

as to what new media can contribute and how

Cross-discipline group of professionals Going beyond the one-to-many

‘broadcast’ model of communications

Useful links Make Poverty History new media evaluationhttp://www.bond.org.uk/campaign/mph.htm

Campaigning pulsehttp://www.fairsay.com/blog/