Communicate your message using new media
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RPC Communications Capacity Building Workshop 8th April 2008
Communicate your message using new media
By Branislava Milosevic, CAFOD
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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
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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
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Background
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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
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Examples of WEB 2.0 in
practiceand potential
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Use of new media for research
to do research
to promote results of research in order to achieve something
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What are you trying to achieve by
communicating the results of your research?
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Who do you need to influence to achieve this?
(target)
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Who do your messages need to reach in order for you to be able to
influence your target(s)?
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What can you achieve by using new media?
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What can you achieve by using new media?
VisibilityImmediacyGlobal involvement Around the clock activity
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Practical tips for using new media for
research
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Practical tips: Know your audience
What media they consume?Which websites they visit?
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Info: GSM world website
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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
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Create a buzz online
Comment
RSSTag
Discuss
PodcastVodcast
Send to a friend
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Questions?
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Who should be targeted via new
media?
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NOCitizens in the South
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YESGovernments Policy makers
Other researchersMedia
Western NGOs
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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
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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
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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
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Useful links Make Poverty History new media evaluationhttp://www.bond.org.uk/campaign/mph.htm
Campaigning pulsehttp://www.fairsay.com/blog/
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