4. What is social media?
S Social media is a collection of web-based or mobile
technologies that turn communication into an interactive
dialogue or multilogue
S Consumers also become producers
S Peer/friend recommendations
S Content is easily shared
5. Overview of Social Media
in Pakistan
S TV, Radio, and Newspapers Still Rule
S 22 million with Internet
S Facebook – 6.2 million
S Twitter – 3 million
S YouTube – 7 million
S Facebook, Twitter, YouTube, Blogspot, LinkedIn all in
Pakistan’s top 10 most visited sites.
6. Important Uses
for Social Media
S Increase fan-generated advocacy for U.S. policy and
initiatives. Fan-generated advocacy usually has greater
credibility, resonance.
S Increase fan-generated defense of the United States.
S Increase awareness of U.S. programs in Pakistan
S Enhance Customer Service (facilitating customer needs
through proactive and reactive communications)
7. Important Uses
for Social Media
S Get messages out to a broad audience (i.e. tech, savvy
youth on Facebook, well-connected, older influentials on
Twitter)
S Correct the record quickly
S Monitor and report on critical topics
S Measure the engagement
8. New Social Media Strategy
S Show, Don’t Tell Strategy – Emphasis on Photos and
Videos
S Increased Urdu and Pashto Content
S Consistent Posting and Engagement – social media
strategy and schedule coming
S Limited Facebook ad buys
S Training other sections to answer questions, get involved
9. How are we doing?
S Baseline - Growth of platforms
15. What We Need from Consular
S Consistent engagement – admin (direct) vs. e-mail
(collected questions)
S List of FAQs we can post and refer to save time
S Possibly a list of 30 short tips for visa applicants for
Twitter
S More ambitious - a moderated 1 hour webchat 2 X per
month
16. What We Can Offer Consular
S Training on engagement
S Promotion of your engagement activities
S Detailed weekly or monthly reports providing metrics on
your engagement across all social media channels
17. Agenda
S Why Should the Embassy Care About Social Media?
S Social Media Overview
S Features
S How Public Affairs is Using Social Media
S Free Analysis Tools
21. Traditional Media in Decline
S Books, newspaper, music, T
V networks
24 of the 25 largest newspapers are experiencing
record declines in circulation
31. Facebook
850 Million
If Facebook were a country, it
would be the third most
populated in the world behind
China and India
#1 or #2 most visited site in
Pakistan
33. Show, Don’t Tell Strategy
S Best content engages users and tells them how your
services interact with their lives
S People connect to people, not numbers
S Images and videos rule
S Quotes and testimonials
42. Twitter
S “What are you doing?” in 140 characters
S 500 million registered users
S 33 billion tweets per day
S #9 most visited site in Pakistan
Most important tool in analyzing real-time discussions
S Older, more influential – journalists, bloggers, academia
S Average age is 39 years old
52. YouTube
S Video-sharing social media site - Upload, view, and share
videos. 7 million users in Pakistan - #3 Site in Pakistan
S 4 billion videos played per day
S Over 1 trillion plays in 2011
55. LinkedIn
S Social network focused on connecting professionals with
the purpose of sharing information and opportunities
S Audience – 120 million
S #10 most visited site in Pakistan
Notas do Editor
BackgroundStart with an overview some of the projects Consular and PAS have worked onHow we can help each other in the futureOverview of social media and why the Embassy should care about it
Conversation + friends talking to friendsPeople don’t trust ads, they trust peer recommendationsWe want people to spread our message, defend us if necessary
Traditional media still rules1 million joined Facebook in the last 6 months3G coming
No kumbayaBuilding a dam or exchange program
Define weekly total reach
Baseline to measure success
Visas are #1 issue. Took questions from our Facebook audience and consular answered them on video
Total 42,000 and counting
What to do with it? Hide?
3 Disclaimers before we get started
Didn’t know anyone who was on social media
And most importantly if you want to see where the new technology is going and how it will be used you need to watch kids and especially teenagers
35% of Pakistans population in <14 years old – 85% of Facebook audiences is < 25Engagement on social media is only going to increase
Publics are less dependent on traditional media24 of the 25 largest newspapers are experiencing record declines in circulation – What is the only one increasing circulation?(Wall Street Journal up 0.5% from the previous year)
Information, mobile, and social media are only growingWe need to be in this space
Egypt, Iran - Better for disruption than governance – niches and lack of compromisecommand, control, and communication capabilities for protestors; reported the events in real time as they unfoldedraised awareness and motivation for the participants and those who desired change in other parts of the region.
Newspapers are still king – get a head start on content
Planning protests in Islamabad?
Australia floods – 2011 Roads that were out, power outages, property damagesocial media was used identifying the missing, finding survivors, for distributing relief supplies,109 million cell phones in Pakistan –crisis planning floods, earthquakes
Counter harmful messages – Shahab stopped this one in its tracks
FP – Earthquake spiesPeshawar bullets
Posting videos, photos, status updates, instant chat6.2million Pakistanis - 1 million new users in last 6 monthsYoung, talkative
Walled garden Ads, easier to present apps
93,000 views on photos from Lahore
Ambassador’s Fund for Cultural PreservationPeople reached – more than the exhibit
USEFP Programs
Best of luck to Saving Face documentaryLearn about your fans
It’s not impossible to get to the U.S.Exponentially expand reach by Kids tagging themselves
Exponential
Most important – Facebook insightsMeasureable – age, sex, city, countries, languagesFebruary 6-12 1 in 3 Pakistanis reached
#9 most visited site in PakistanOn of the most famous tweets ever came from PakistanHandout on the basics of Twitter. How to search
New interfaceTop tweets and top people
Breaking down a tweetLocation of a tweet is increasing in importance – you will see in a minute
27k, 28k blogger and Interior MinisterKhar readout to 250k Twitter
Sprout Social
We’ve added about 2 dozen media contacts in the past week
New interface, inline video
During NATO we were seeing the images that would be in the paper the next day
We already looked at the Hamid Mir example of proactive engagementEngage, correct the recordReply to tweet and all of the followers of that message see your tweet
Pulls in all of your followersScientific
#3 most visited site in Pakistan7 million users in PakistanHow many have watched? - Has anyone uploaded a video?Charlie bit my finger most popular – 400 million views
ACCESS, Exchange programs3,000-4,000 plays each
Look for jobs, find companies, resume, have people recommend your work#10 most visited site in LinkedIn
Changing how we hire#10 most visited site in Pakistan