the use of web 2.0 tools by the childrens rights alliance by róisín fitzgerald communications...
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The use of Web 2.0 Tools by the Children’s Rights Alliance
By Róisín Fitzgerald
Communications OfficerChildren’s Rights Alliance (Ireland)
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Outline
• What is the Children’s Rights Alliance?
• The importance of social media for the Children’s Rights Alliance
• Examples of how we uses web tools for public relations
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The Children’s Rights Alliance
• A coalition of over 90 member organisations who represent all leading NGOs concerned with children in Ireland
• Set up in 1993 following Ireland’s ratification of UN Convention on the Rights of the Child
• Established as the NGO voice to the UN Committee on the Rights of the Child
• Our vision is to make Ireland will be one of the best places in the world to be a child
• Our mission is to realise the rights of children in Ireland through securing the full implementation of the UN Convention on the Rights of the Child.
• Recognised Social Partner with Government
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Why is Social Media so important?
• Word of mouth to word of mouse, to world of mouse.
• Accessible to the majority of the population
• Direct access to your audience
• Two-way platform.
• Mainstream journalism has embraced web 2.0 technology. News Feeds Video’s, reports, audio, podcasts, text etc. uploaded to website. RSS Feeds, Like this or Tweet this. ITV Presenters – Twitter Address on screen
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Social Media Facts & Figures
• More than 600 million active users worldwide As of January 2011, (Goldman Sachs)
• Ranked the most used social network service by worldwide monthly active users (Compete.com study Jan 2009)
• Most popular social networking site in the United Kingdom. (Facebook is UK's biggest networking site". The Daily Telegraph (London) April 30, 2008)
• Internet market penetration of 57% in Europe (McCarthy, Caroline (July 21, 2010). "Who will be Facebook's next 500 million?". c (New York).
• In 2010 the Queen of England joined
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Social Media Facts & Figures
• 105,779,710 registered users
• 180 million unique visitors per month
• 37% of active users use Twitter on their phones **These figures relate to 2010 (Twitter: All the Numbers That Matter- Mathew Ingram Apr. 14, 2010. GigaOm)
• Irish Government Leadership Challenge – Official result by tweet
• Red Cross & Haiti based mobile phone companies sent 2.1m public health SMS ahead of Cholera epidemic resulting in 10’s of 1,000’s of lives being saved.
Mass SMS
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How to use Social Media Effectively• Relevant Content
• Engagement
• Different Audiences on Different Sites
• Tweet with personality
• Turn followers/friends into advocates.
• Two way function –Source of news & outlet for your news
• Tool to build relationships
• Video is the most powerful tool to create emotion.
• People use YouTube to 1)- Be educated 2)- Be informed 3)- Be entertained
• Build a community - not just a list of contacts
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How the Alliance uses Web 2.0 Technology
• Website
• Blog
• Podcasts
• YouTube
• iTunes
• E-newsletter
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Website
Primary Functions
• Primary source of information on the internet.
• Central to all other web tools.
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FacebookPrimary Functions
•Send direct messages to audiences
•Upload photographs
•Facility for longer messages
•Publicise Media Coverage
•Alert to new content on other sites
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Primary Functions
• Instant delivery of messages
• Link to News outlets, journalists & politicians
• Inform about press releases
• Spread news relevant to Alliance
• Alert to new content on other sites
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• Audience is mainly made up of media outlets, journalists, politicians, social commentators and member organisations.
• They want news lines, links to press releases, links to publication
• Retweets: Spreading the word to new audiences (RT)
• @ChildRightsIRL:
• @tagging: Direct delivery – avenue for media coverage – build relationships & brand
• Hash tag e.g. #ReportCard2011
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Twitter• Potential Audience
1 Tweet
300 Alliance Followers
Retweeted by Follower
1
Retweeted by Follower
2Retweeted by Follower
3
Retweeted by Follower
4
Retweeted by Follower
5
Reaches all their
followers
Reaches all their
followers Reaches all their
followers
Reaches all their
followers
Reaches all their
followers
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Blog
Primary Function
•Outlet for detailed article
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Podcast
Primary Function
• To reach new audiences using audio - interesting interviews that are available on website and via iTunes
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YouTube
Primary Function
• Alliance Video’s to be available on largest video sharing website
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iTunes
Primary Function
• To provide facility for audience to download podcasts to their media players (get new ones automatically)
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eNewsletter
Primary Functions
•Provide updates & information
•To members, friends, funders etc.
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Final Tips• It is very important to interlink your various
• Your website should have links to all your social media
• Your email signature should have links to your social media
• Always drive people to your own website (not external one’s) from Facebook & Twitter
• Draw up a social media policy to avoid misuse of your site i.e. Defamatory, racist, incitement comments, external links
• Always remember that what you post on twitter/facebook/blog/youtube is seen as public content and so can be used by media etc. Don’t tweet something that you wouldn’t be happy seeing on in a newspaper article or on a TV report.
• Measure your social media success with Facebook Weekly updates, twitter stats, google blog search, www.socialmention.com, www.google.ie/insights , www.youtube.com/linkedback, www.google.com/alerts/, www.google.com/analytics
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Where to find the Children’s Rights Alliance
• www.childrensrights.ie
• www.facebook.com/childrensrightsalliance
• www.twitter.com/ChildRightsIRL
• www.childrensrightsallianceblog.wordpress.com/
• www.youtube.com/cradub
• www.itunes.com
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Thank you