online campaign for raise your voice
TRANSCRIPT
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Raise Your Voice online campaign video
by Paul Darwynn Garilao
A case study
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Introduction
Pinoy online community
Methodology
3
5
7 n ne s a e o er engagemen
Final word
Video analytics
content
24
29
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Social media is a good platform to advance advocacies that
will yield to positive impacts for the community. My friend
Alfonso Orioste, Jr. and I recently won in the CNN/YouTube
Debates, an online voting contest, to raise awareness about
climate change for the UN Climate Change Conference. We
submitted our entry called Raise your voice by Filipino
environmental advocates.
Fili inos are ood in rall in ood causes online. Accordin
If you are online,
you are in social
media (Universal
McCann).
Introduction
to a 2008 study by Universal McCann, 83 percent of Filipinos
surveyed are members of a social network, making the
Philippines the social networking capital of the world.
With this, we used strategies to garner more votes to win theonline campaign. This case study presents the strategies we
applied and how we capitalized social media platforms. We
share this to PR and social media experts as for them to learn
from our online experience.
Enjoy reading. Godspeed!
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PINOY PRIDE
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The Pinoy online community in good times
Raise Your Voice
campaign for
CNN/YouTube
Debates on
climate change.
Marc Torres was a
China expat who
obtained second mostnumber of online
votes. As a reward, he
joined other 7 expats
to carry the torch
during the Beijing
Olympics 2008.
CNN Hero EfrenPenaflorida
garnered the most
number of votes
out of 2.75 million.
Google-Guggenheim
finalist Jun Raymundo
had second most
number of votes forhis bamboo
architecture . This was
held last October
2009.
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There was a time when
Maguindanao trended on Twitter.
The Filipino online community
condemned the brutal killings and
shared their condolences to the
bereaved families.
The Pinoy online community in bad times
With the strong and dynamic
presence of Filipinos in the
cyberspace, they can rally thegovernment and private sectors to
share relief goods to the victims of
Ondoy typhoon, as well as generate
thousands of votes to win a Pinoy
contender in a global tilt.During the Ondoy tragedy, online
users tracked down areas that need
assistance via Google Earth.
Source: Google maps
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Methodology: How we did it?
Between November 6 and 30, 2009, we tracked down social media platforms to
determine articles and blog posts about the video campaign. Searching online is
our method to catch online news reports. To get a precise number of bloggers
who discussed our campaign, we searched via the Google Blog Search as this
application limits searches on the blogosphere.
From time to time during the campaign period, we search related topics on
Twitter to determine real-time conversations about our video campaign. Most of
the tweets are connected to online sites and blogs. To estimate the number of
Facebook users who campaigned for the video, we tallied the number of online
users. But this is just a quick and unscientific way of determining conversations.
For the video analytics, we obtained the data from the YouTube channel that has a
scientific way of tracking viewership. It yields the breakdown of number of viewers
across the world, video engagement (how they find the video), and the ups and downs
of viewership.
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ONLINE
STAKEHOLDER
BLOGS
MICRO-
EMAIL
BLAST
OFFLINE
PULL
ENGAGEMENT
SOCIAL NETWORKS
ONLINE
MEDIA
ONLINE
MEANS
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Blogs are as powerful as online news sites and a number of professional
bloggers attract thousands of viewers. According to Universal McCann
Wave 3 study published in 2008, the Philippines has 90.3% blog
readership, second to South Korea with 92.1%.
Realizing the impact of blog readership, we penetrated the blogosphere
to campaign for this advocacy. Based on Google Blog Search, at least 14
bloggers (professional and amateur) discussed and campaigned for the
video Raise Your Voice.
BLOGS
Source: Universal McCann Wave 3 study
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BLOGS
Our campaign video first appeared
on blogosphere. Anton Diaz ofOur
AwesomePlanet.com blogged this
during the first week of online
voting. From his online influence
a one, Anton as 5,624 su scri ers
in his Typepad blog, 3,024
Facebook friends, and 1,559
Twitter followers in which a
significant portion participated in
online voting.
On the other hand, Pinoy Green
Academy blogged about the video
twice for first and last week.
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BLOGS
Learning key points:
1. Give bloggers press releases
that are tweaked for online
posts. Include catchy keywords
and specify the hyperlink ofthese certain keywords.
2. Pitch to bloggers who share
the same advocacy with your
campaign or brand. We shared
this to Pinoy Green Academy, a
blog that advocates for
environmental protection.
3. Like in media relations,
establish relationship with
bloggers. We personally know
four bloggers who featured the
video campaign.
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As majority of cyberspace consumers
moved to Facebook so did the Filipinoonline users. Janette Toral of Digital
Filipino shared, Checking
out AllFacebook of Philippine-based
users yields around 611,000 to 612,000
log-on everyday since March 1, 2009.
No doubt, Facebook served as a good
SOCIAL
NETWORKS
.
our estimate, there are at least 600
online users who linked the campaign
on their Facebook pages.
Conversations about climate changehave been raised by Facebook users.
They shared the simples steps that
they are doing to combat the effects of
climate change.
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SOCIAL
NETWORKS
Organizations that have Facebook
accounts campaigned for the video. Theyinclude Tiktok Pilipinas, Homesick Pinoy,
Tourism Philippines, Greenpeace
Philippines, Definitely Pinoy, and EON Inc.
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SOCIAL
NETWORKS
Learning key points:
1. Use the various features of
Facebook. For the marathon
voting, we applied the schedule
feature and invited online users to- .
Upload photos that highlight the
campaign
2. Creating a fan-page is helpful as it
determines the number of
followers.3. Always update the status message
as to keep the campaign rolling.
Share links and updates about the
advocacy and/or campaign if
there are blogs or online news
reports published.
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ONLINE
MEDIA Pitching press releases to onlinemainstream media creates buzz about
the campaign as they have wide
number of audience share.
During the online voting, there are 12
news reports and features about the
Raise Your Voice campaign.
GoodNewsPilipinas.com featured the
article twice - during the first and lastweek of voting.
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ONLINE
MEDIA
Learning key points:
1. Like in the traditional PR
campaigns, send press
releases to online media
as to attract a big portion
o au ience s are.
2. Make sure that the link on
the online news sites will
direct the readers to your
campaign platform.
3. Link the online newsreports to social
networking sites and
share them via e-mail to
activate more online
participants.
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Twitter serves as a platform to link
blogs and news articles about the
video. We connected our Twitter toour Facebook sites for fast u loadin
MICRO-
BLOG
of information.
When the GMANews.tv published an
article about the campaign, this has
been tweeted and re-tweeted by
others 8 times after a few minutes.
There are at least 40 tweets about
the Raise Your voice campaign in a
span of two weeks.
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Learning key points:
1. Connect to Twitter users
who have significant
number of followers.
Manolo, for instance, has
4,548 followers.2. Make sure to publish
MICRO-
BLOG
creative tweets as to
catch the attention of
followers.
3. Always update the status
message as to keep the
campaign rolling. Sharelinks and updates about
the advocacy and/or
campaign if there are
blogs or online news
reports.
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E-MAIL
BLASTAccording to Gail Goodman of
enterpreneur.com, social networks are agreat way to make casual connections with
potential new customers. But these networks
lack the direct communication of e-mail. So
we included e-mail in our strategy.
Based on our experience in campaigning, e-mail blasting is immediate to reach the
older generation. At least two people who
replied in our e-mail campaign have ages
ranging from 35 and above. But this doesnt
suggest that the Generation Y is not reading
e-mails.
In our approximation, more than 15,000
online users received the e-mail that we
blasted since the start of the campaign.
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E-MAIL
BLAST
Learning key points:
1. Since inboxes are usually
filled with spams, be sure
that the e-mail messages
do not appear as such.
2. Limit e-mail messages to
200 words, highlight,
include hyperlinks (as
shown at the left).
3. E-mail blasting to e-
groups captures a wide
number of audience.4. Send e-mails about online
news reports to heighten
their interest on the
campaign.
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OTHER
ONLINE
MEANS
Use the YM status
message for campaign.
Send messages via
instant messaging.
Share the campaign on
message boards like the
Pinoy exchange forum.
Ask a message board
frequent user to publish
as e s e s a rea y
popular in the forum.
The video campaign may
not only be uploaded on
YouTube but also on
other user-generated
video sites like MetaCafe.
Our video was uploaded
on video.liveearth.tv.
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OFFLINE
PULL
The video was shown in some
occasions: University of Sto. Thomas -
College of Nursing during an
environmental awareness seminar and
youth anniversary of a Christian church.
At east t ree news reports were
published on print.
The campaign was aired on ABS-
CBN Balitang America.
We asked for the support of schools like
De La Salle University- Manila.
DWIZ 882 aired a report about the
campaign.
Philippine Star
(front page)
November 16
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OFFLINE
PULL
Learning key points:
1. Offline pull must be converted to online
push. For instance, inform the audience
that the print reports have online
versions that you may inform theaudience.
2. For events and press conferences, always
highlight the purpose of the online
campaign. If it is to gather online votes,
share the process to the audience aside
from showing to them the campaign
material.3. Tap companies, organizations, or
agencies which can promote the online
campaign. Approach such organizations
that has the same advocacy with your
campaign.
Offline to online. After airing the ABS-
CBN Balitang America feature on
November 12, 2009, we immediately
recorded it and uploaded on YouTube.
Somehow, the video served as a
campaign material as it highlights theprocess of voting.
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VIDEO ANALYTICS
The video reached 3,802 views at the end of the voting. It is important tounderstand the viewership or audience share to track down its connection to
social media platforms where we campaigned for this video.
In theory, there are online users who voted on the site and after which clicked
on the Youtube link to watch the video on widescreen. On the other way around,
there are users who found the video first before logging in to COP15 site to vote.
Source: www.youtube.com/cop15
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VIDEO ANALYTICS
This is the breakdown of viewers for our
video between November 6 and 30,
2009 when the period of voting
occurred. As expected, majority of
viewers are from Philippines (68%)
followed by US (21%).
While the YouTube cannot provideinformation on breakdown of voters the
68% audience share from Philippines is
an indication that a significant portion
voted from Philippines.
The 21% audience share in US is partly
from the help of World-wide Filipino
Organization that is affiliated with Fil-
Am organizations. The community
advocate from California who
campaigned for Efren Penaflorida also
campaigned for our video.
Source: YouTube video analytics
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VIDEO ANALYTICS
Hear is a breakdown on how our viewers found this
video. 62% is credited for external links and 16% forembedded player - an indication that our viewers found
this from different social media platforms where we
massively campaigned the climate change video.
Source: YouTube video analytics
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VIDEO ANALYTICS Viewing one of the discoveries inanalytics, we observe that the video is
embedded on online media like ABS-
CBN and GMAnews.tv and blog
platforms like OurAwesomePlanet.net.
Source: YouTube video analytics
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VIDEO ANALYTICSYouTube: The ups-and-downs of viewership at each moment in your video, compared to videos of similar length. The
higher the graph, the hotter your video: fewer views are leaving your video and they may also be rewinding to watch
that point in the video again.
Audience attention is an overall measure of your videos ability to retain its audience.
This analytics indicated the introduction of our video is not much catchy but it ended
with a thought provoking statement as the line peaked. We recommend to
producers of user-generated videos to shorten and tailor-fit their videos to short
attention span audience.
Source: YouTube video analytics
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Final word
It is not about the social
media platforms but the
number of relationships
you have in those
platforms. The social
Connect Use social media platforms to
create dialogue with viewers/
consumers.
Track opinions in blogosphere and
micro-blogs.
Establish rapport with influential
bloggers and Twitter users.
Allow viewers to interact with
your campaign or brand.or ente nternet s a
massive opportunity for
advocacies, brands,
advertisers, and marketers
if embraced properly. Useplatforms that will suit
your campaigns.
Offline activities must be
integrated with online community.
Participate Develop widgets, applications, andplatforms where consumers can
participate and share their views.
Be innovative in connecting with
consumers and make sure to create
interactive campaigns.
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for questions, send them to
aul arilao mail.com