Download - 2009-12-17 FNF PAK - Social Media
Social MediaOlaf Kellerhoff
Resident Representative Pakistan
Social Media Dec. 17 .2009Olaf Kellerhoff
Overview
1. Introduction
2. Trends in Internet
3. Internet use in Pakistan
4. Strategy & Tactics
5. Operations
More and more importance: Web 2.0
Social Media Dec. 17 .2009Olaf Kellerhoff
1. Introduction
Social Media Dec. 17 .2009Olaf Kellerhoff
Social WebSocial Web = Web 2.0
:= People socialize & interact through internet
1. People focus: Facebook
2. Hobby focus: flickr, games etc.
3. Networking focus: Linkedin
=> Common interest
Global interest sharing, connections and interactions.
3. Users in PAK 1. Intro 2. Trends 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Emphasis in Social WebIdentity: Who are you?
Reputation: What do you think /stand for?
Presence: Where are you?
Groups: How do you organize your connections?
Conversations: What do you discuss?
Sharing: What do you give?
Avatar – artificial person or graphical representative of a real person in the virtual world
3. Users in PAK 1. Intro 2. Trends 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
2. Trends in Internet
Social Media Dec. 17 .2009Olaf Kellerhoff
Mas
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http://mashable.com/2009/08/03/what-is-social-media/
1. Intro 2. Trends 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
3. Internet use in Pakistan
Social Media Dec. 17 .2009Olaf Kellerhoff
History of Internet in Pakistan1991 PTCL introduces Packet Switched Data Network (PSPDN) – you can get into internet
1992 first email node in Karachi
1995 .pk domain - first country in SA to open for private market
1996 PTCL starts internet service
1998 first cybercafés
2000 broadband cable in Lahore
2. Trends 1. Intro 4. Strategy 5. Operations.3. Users in PAK
Social Media Dec. 17 .2009Olaf Kellerhoff
History of Internet in Pakistan
2002 GoP sets up Virtual university2003 first satellite operational2007 12.200 users join the Facebook group “We oppose Emergency in Pakistan” (Musharraf)2008 internet users in PAK: 22 Mio 2009 March: 939,660 FB users in Pakistan (of 250 Mio) (=5,37% internet users)2009 May 6.9% of Orkut user (263 Mio) from Pakistan (=18 Mio)???
2. Trends 1. Intro 4. Strategy 5. Operations.3. Users in PAK
Social Media Dec. 17 .2009Olaf Kellerhoff
Trends in Pakistan1.
2.
3,
4.
5.
600.000 broadband subscribers (4 Mio worldwide)4th country of broadband growth in the world
92 Mio mobile phone users
Predicted: 50 Mio mobile phone internet users in the next 5 years
2. Trends 1. Intro 4. Strategy 5. Operations.3. Users in PAK
Social Media Dec. 17 .2009Olaf Kellerhoff
Pakistani usersPakistan Telecommunication Authority (PTA) estimates 22 Mio users in 2008 76.0% of active users in Pakistan read blogs.72% have at least created a profile on a social network 72% Pakistanis upload pictures while 47.7% upload videos. Online video clips 85% engage in this activity every day / every other day. 47% of Pakistani users have downloaded a podcast. Only 35% of Pakistani users subscribe to RSS feeds.
Source: www.greenwhite.org
Social Media Dec. 17 .2009Olaf Kellerhoff
Facebook users in PAK*
39,471
222,808
76,303
14,005 3,417 1,149 4,208 3,1810
50
100
150
200
250
13-17 18-25 26-34 35-44 45-54 55-59 60-65 65+*14. Dez. 2008: There are 358,978 users registered with Facebook from Pakistan.
Male206,3860%
Fem.139,5140%
2. Trends 1. Intro 4. Strategy 5. Operations.3. Users in PAK
Social Media Dec. 17 .2009Olaf Kellerhoff
Orkut vs. Facebook
in Dec. 2008 more users at Orkut, but
11% loss in market
several security lapses
strong in India – therefore cautious in Pakistan
=> decision: due to high consumption concentration on one single Social Web Page - Facebook
2. Trends 1. Intro 4. Strategy 5. Operations.3. Users in PAK
Social Media Dec. 17 .2009Olaf Kellerhoff
4. Strategy & Tactics
Social Media Dec. 17 .2009Olaf Kellerhoff
Target Audience general and Social WebLiberal Leaders and future leaders /young professionals and interested in Liberalism in Politics, economy and society
Young Professionals: 14-30= investment in the future= accept change easily= easier to form= bigger in number= more active in Web
Out of these: Educated
Committed
Basically open minded Source: wwww.populationaction.org
2. Trends 1. Intro 3. Users in PAK 5. Operations.4. Strategy
Social Media Dec. 17 .2009Olaf Kellerhoff
5. Operations
Social Media Dec. 17 .2009Olaf Kellerhoff
Use of TwitterOther commands include:1. (type your message directly) 2. @twitterID (reply to someone’s tweet) 3. D twitterID (sends a direct message to a user) 4. ON (turns twitter notifications on) 5. OFF (turns notifications off) 6. ON twitterID (turns notifcations for a particular user on) 7. OFF twitterID (turns notifications for a user off) 8. inv (to invite your friends to use our app) 9. help (to contact customer support)
Also from your mobile
2. Trends 1. Intro 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Yahoo GroupsSEO
Links
polls are possible
2. Trends 1. Intro 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Flickr.com
photos will be viewed and used by others – higher outcome (if properly tagged)
links with other pages (and easier upload)
only 200 photos upload per month (free account) => regular upload
2. Trends 1. Intro 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Youtube
Advertising on other sitesEmbedding in other sites
2. Trends 1. Intro 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Slideshare.net
upload & sharing of presentation
= multiplying impact of work already done
don’t have to email
shows activities
2. Trends 1. Intro 3. Users in PAK 4. Strategy 5. Operations.
Social Media Dec. 17 .2009Olaf Kellerhoff
Interlinking Accounts Less work higher outcome:e.g. video placed on
Social Media Dec. 17 .2009Olaf Kellerhoff
Keep in touch!Follow us: twitter.com/FNF_Pakistan
See us: flickr.com/photos/liberal_friends_of_pakistan
Watch us: youtube.com/LiberalFriendsofPAK
Read with us:amazon.com (People search: FNF Pakistan)
Learn from us: slideshare.net/LiberalFriendsofPakistan
Become a fan: Liberal Friends of Pakistan
Also in Urdu www.southasia.fnst.orgwww.mynameise.com/LiberalFriendsofPAK