Presentation for training carried out with reproductive/maternal health and human rights groups in Abuja, Nigeria, 16 May 2012.

1. Leveraging Social Media
for Health and Human Rights
16 April 2012
Abuja, Nigeria

2. Mission and Services
• Strategy Development
• Creative concepts &
engagement
• Technical innovation
• Capacity Building

3. Technology is Boring

4. Global Explosion
• 2.2 billion internet: 1.2 billion
access social media regularly
• 60 hrs/minute YouTube
• 850 million Facebook: 1 B
• 500 million Twitter users
• 170 million Wikipedia articles

6. Key Shifts

7. Trends
• Continued growth – mobile lifeline
• Velvet-roping
• Sharable, value content
• Location – offline links
• Life management
• New thought leader – “old” adapting
• Move from experimentation, more
integrated
• “Free agent” activists

8. The Social Web in Nigeria

9. Quick Overview
•45 million access Internet
• 90 million mobile – 120 million 2014
• 90% 18-27 yr olds, use mobile more than desk/
laptop to access web
• Main platforms
• Who is connected?

10. Challenges and Opportunities
• Main challenges:
- urban centric
- cost
- literacy
- infrastructure
- organizational skillset/resource
• Opportunities:
- mobile coverage – every community reachable
- youth activism
- increased openness for social media - results
- government ICT support/expansion ex:
Universal Service provision Fund

11. EX: Co-creation Hub
• BudgITwww.yourbudgit.com
• Watchlivewww.wathclive.org
• Constitution for all
www.constitutionforall.com.ng
• Residents report – platform to report
broken services, sent to institution
responsible to prompt fixing
• Ideas2020 crowdsource community
projects www.ideas2020.com
• Voteguard mobile platform to monitor and
report election results

12. Use Case Examples
•Extend visibility, reach of information
• Listen and engage in discussion
• Establish thought-leadership
• Curator, influencer
• Collect, act on and publish real-time information
• Harness collective intelligence/crowdsource
•Design new, targeted co-created services
• Digital activism/participation - share, act,
fundraise
•Effective collaborationtools
• Present issues in an engaging, interactive way

13. Maternal Health Use Case

15. Community Building Phases
Activate
Nurture
Reach
Entice&Engage
April 2011 May 2011 Dec 2011 2012 - 2013

16. Safe Hospitals Advocacy

19. Planned Parenthood

20. Started pack
•Primary home/hub in order
• Strategy and implementation plan
• Social Media Guideline for Staff
• Crisis communication plan
• Existing service
• New uses of existing service
• Combination of services
• New service

21. Need and value?
•Overall goal and service
• Audience- listen/learn
• Tech/digital access?
•Analyse insight
• Set objectives
• Content – platform specific
• Management
• Resource requirements
• Metrics, monitoring, refining

23. Phase 1 Implementation
•Invest in learning
•Assess online environment
• Listening – key words, monitoring alerts
• Website – SM visibility
• The Big Three, one by one, do it well:
Facebook, Twitter, Youtube
• Blog – for analysis, SEO – crosslink all
• Content and delivery:
Need – Value
Social Media Working Group, SM Manager
Editorial calendar – support key events

24. Phase 2 Implementation
• Evaluate activities – revise
•Increase reach, intensify engagement:
Identify influencers, relationship building
Partner networks, private sector
• Outreach, services
• Assess, implement mobile:
- SMS
- Multimedia
- Mobile web
- Geolocation
- Smartphone apps

25. Use Principals - Content is King
• Each channel own culture/style
•Clear, accessible, engaging, sharable
•Value, own and curator content
• Visual (photos, graphics) and rich media
• Content editorial calendar – monitor &
revise
• Connect with other communities/networks

28. Best Practices – Facebook
• People do not come to a Page to browse
• +90% connect through status updates in
newsfeeds,
interaction with updates key
• Find your Facebook voice – and fans want?
• Never waste opp to drive traffic to site/blog/YT
etc
• Don’t automate content
• Always respond, thank, like
• Integrate with every other channel, newsletter,
email
• Success stories, photos, videos, breaking
news/
research, calls to action, curation
Realistic expectations!

29. Best Practices - Twitter
• Requires most time/effort to utilize effectively
• Important for responding/connecting real-time
• Push marketing = unfollow
• Best voices have personality, friendly, real
human
• Varied content – don’t tweet your own content
only
•Retweet and reply often
• Use hastags strategically
• Identify hashtagsfor all key
programmes/projects
• 6-8 times a day

30. Best Practices - Youtube
•Effective way to get a message through to audiences
online
• Platform proposition
•Maximise SEO with tags, titles
• Subscribe to partner and channels
• 1 minute or less
• Intro video
• Focused health information – practical, straight-forward
•Programme, interviews, events

31. YouTube

32. Campaigning Principles
• Goals and clearly defined target audience
• Strategy for sustained engagement, coordinated action
• Hub/home, toolkit (online/offline) w/ alternatives
• Raise awareness, generate visibility
• Simple compelling narrative - creative concept
• Seeding, sharing strategy – community, partners, e-fluencers
• Create buzz, connect emotionally, inspire to act
• Elevate supporters from one level to next
• Reporting loop - results and progress, next steps
• Visibility and rewards for active members

33. An Ideavirus

34. The Challenge
2 sec. max 20 sec. Max 2 min
Viral Disruption Research Distribution Activity
Communication/camp Is this interesting or Taking part and forwarding
aign spearhead relevant to me? information about it to
friends if the tools are easy
and available

35. Successful Viral Types
• Moving / Touching
• Funny
• Dramatic / Shocking
• Witty/Clever
• Celebrity Driven
• Out of Place / Context
• Social Currency
• Technical excellence
UTILITY!

36. Metrics - Engagement
• Conversations: direct exchange, comments, blog
posts, tweets, RTs, wall posts, shares in social web
• Time: duration spent viewing/interacting with any
content
• Social graphs: the size of network tied to person
interacting
• Fans/followers, nr of people subscribing to hear
from you
• Interactions: the level people contribute content, ino
• Registrations- proactively register for content, offers etc
• Bookmarking, traffic, views, shares

37. Action/Conversion
• Conversion: from visitor to fundraiser, advocate (from one
state
to something of more value)
• Click throughs from social presence to branded
sites/microsites
with calls to action, moving from virtual in to real world
supporter
• Data captured, growing list of people to communcate with
through direct channels
• Lead generation ie nr of new prospects acquired through
specific new media outreach
• Feedback/exchange: capturing feedback throught through
online voting, survey, calls for ideas etc
• Traffic, if this is part of the planned „path‟
•Dowloads, of ex widgets, org wallpaper, calls to action paper
• Cost savings!