communicate your message using new media
DESCRIPTION
This presentation was given by Branislava Milosevic at a research communications capacity building workshop at the Institute of Development Studies in April 2008.TRANSCRIPT
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?
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/
