proudly presents

“Using social media to re-energize relations with government donors”

Presented by Mari Tikkanen

Definition

• Fusion of sociology and technology

• Tools for creating, presenting, connecting, sharing, and collaborating

Revolution

• Controlled monologue to open, inclusive dialogue

• Massively connected world• Real-time communication• Rich experiences• Collective intelligence

Engage or Die

• Part of the everyday, everywhere

• User numbers!• “Digital natives”• Opting out not an option

Tools

Artificial categorization

• Communication

• Collaboration

• Multimedia

• Others

Culture

• Different, new mindset• Dialogue• Transparency, openness• Participatory, collaborative• Shift a challenge

Addressing Donor Concerns

• Results• Effectiveness• Resource management• Responding to change• Collaboration -

‘delivering as one’

Re-thinking External Relations

1) Improving current communication, collaboration

2) Lobbying and advocating with help of mass support

3) Influencing through e-fluentials

4) Advocating through innovation

5) Reaching as individual social media users

Improving Outreach

• Everything online:

advocacy

• Streaming

• Participation

• Marketing

Communicating, collaborating

‘Soft’ lobbying with help of public

• Soft targeting of donor governments

• Engaging public, mass audience

• Creating stakeholder awareness, enthusiasm

• Increasing brand visibility, support

• “Your people have spoken”

‘Soft’ lobbying ex

Reaching through e-fluentials

• Online opinion leaders

• 10% of Internet

population

• Relay information to

target decision-makers,

their ‘go-to-guy’

• Embeddable info

Proactive approach

• Identify/map gov e-fluentials

• Learn about views, online behaviour

• Open one-to-one dialogue

• Develop trusting partnership

• Feed-loop to political decision-makers

Advocating by Innovating

• Early adopter

• Efficiency

• Responding to

change• New partnerships

Social Media Presence

• User trends

• Expectation

• Searchable and

sharable

• Ex. swine flu

Getting started

• Review strategy, work plan - identify opportunities

• Human resources/roles, budget

• Set goals, agree targets (gov/individuals)

• Identify tools, social media approach (start ‘safe’)• Metrics, agree evaluations methods• Develop proper plan, 1/3 social media

And before launching..

• Set realistic expectations• Develop social media policy, guideline• Keep up to date• Educate organization, senior management• Experiment!

Social media info

• www.nielsen.com• www.mashable.com• www.techsoup.org• www.socialmediaclub.org• www.m4id.fi