Download - Mari Tikkanen M4 Id
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proudly presents
“Using social media to re-energize relations with government donors”
Presented by Mari Tikkanen
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Definition
• Fusion of sociology and technology
• Tools for creating, presenting, connecting, sharing, and collaborating
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Revolution
• Controlled monologue to open, inclusive dialogue
• Massively connected world• Real-time communication• Rich experiences• Collective intelligence
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Engage or Die
• Part of the everyday, everywhere
• User numbers!• “Digital natives”• Opting out not an option
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Tools
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Artificial categorization
• Communication
• Collaboration
• Multimedia
• Others
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Culture
• Different, new mindset• Dialogue• Transparency, openness• Participatory, collaborative• Shift a challenge
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Addressing Donor Concerns
• Results• Effectiveness• Resource management• Responding to change• Collaboration -
‘delivering as one’
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Re-thinking External Relations
1) Improving current communication, collaboration
2) Lobbying and advocating with help of mass support
3) Influencing through e-fluentials
4) Advocating through innovation
5) Reaching as individual social media users
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Improving Outreach
• Everything online:
advocacy
• Streaming
• Participation
• Marketing
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Communicating, collaborating
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‘Soft’ lobbying with help of public
• Soft targeting of donor governments
• Engaging public, mass audience
• Creating stakeholder awareness, enthusiasm
• Increasing brand visibility, support
• “Your people have spoken”
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‘Soft’ lobbying ex
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Reaching through e-fluentials
• Online opinion leaders
• 10% of Internet
population
• Relay information to
target decision-makers,
their ‘go-to-guy’
• Embeddable info
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Proactive approach
• Identify/map gov e-fluentials
• Learn about views, online behaviour
• Open one-to-one dialogue
• Develop trusting partnership
• Feed-loop to political decision-makers
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Advocating by Innovating
• Early adopter
• Efficiency
• Responding to
change• New partnerships
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Social Media Presence
• User trends
• Expectation
• Searchable and
sharable
• Ex. swine flu
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Getting started
• Review strategy, work plan - identify opportunities
• Human resources/roles, budget
• Set goals, agree targets (gov/individuals)
• Identify tools, social media approach (start ‘safe’)• Metrics, agree evaluations methods• Develop proper plan, 1/3 social media
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And before launching..
• Set realistic expectations• Develop social media policy, guideline• Keep up to date• Educate organization, senior management• Experiment!
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Social media info
• www.nielsen.com• www.mashable.com• www.techsoup.org• www.socialmediaclub.org• www.m4id.fi