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Peshawar camp
1.
2. Social Media
& Pakistan
U.S. Embassy Islamabad
May 11, 2012
S
3. Topics Today
S What is social media? Attributes
S Social media in Pakistan
S Social media platforms
S 9 things social media can do for you
S A few tools to measure social media
4. Social Media is AWESOME
S Best time ever to be growing up
S Better food, life expectancy is going up
S People are connecting, sharing
S Music, arts, political views, movies, doctors, students
online classes
6. Social Media Changing the
Status Quo
S Crowd-sourced encyclopedia
S Articles added by users – edited by users
S 80% non-English - 283 languages
7. 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 Content is easily shared
S Peer/friend recommendations
S Consumers also become producers
8. Overview of Social Media
in Pakistan
S TV, Radio, and Newspapers Still Rule
S 22 million with Internet
S Facebook – 6.4 million
S Twitter – 2.5 million
S YouTube – 7 million
S Facebook, Twitter, YouTube, Blogspot, LinkedIn all in
Pakistan‟s top 10 most visited sites.
9.
10. Facebook
900
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
11. Twitter
S Microblogging
S “What are you doing?” in 140 characters
S Audience: 200 million
S #9 most visited site in Pakistan
S Good to see what is happening, spot trends, call for
feedback
12. 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 viewed per day
S Over 1 trillion plays in 2011
13. Flickr
S Image and video-sharing social network
S 6 billion photos
S Audience: 80 million unique visitors
17. 2. Connects you to
employment opportunities
“All one needs is a computer, a network connection, and a bright spark of initiative
and creativity to join the economy.” - Don Tapscott
29. Most Popular
Social Media Platforms
S Facebook – 900 million
S Twitter – 200 million users
S YouTube – 4 billion videos played per day
S Flickr – 80 million unique users - > 6 billion images
S LinkedIn – 50 million users - #10 most visited site in
Pakistan
30. All About Sharing
Why Do People Share?
S 94% interesting content
S 84% humor
S 66% personal connection
S 32% offered incentives
Ad age 2012
33. Facebook Glossary
S Profile = Your page, contains info, photos, videos, and lists of
your friends or whatever else you choose to include
S Post = Message of 420 characters or less
S Like = Button used to indicated appreciation, affiliation, or
acknowledgement without having to add comment
S Newsfeed = continuous stream of updates
S Fan Gate = page requiring a „like‟ in order to gain further
value, content or information
37. Twitter
“The qualities that make Twitter
seem insane and half-baked are
what makes it so powerful.”
- Jonathan Zittrain, Professor of
Law at Harvard
43. It‟s Important to Measure
S Measure future success
S Website – why do they come, how long do they stay
S Facebook – Likes, Reach, Shares, City and Demographic
Breakdown
S Twitter – Followers, Mentions, Retweets, Message Reach
S YouTube – Plays, Comments
50. Some Social Media
Best Practices
S Give out business cards with all social media sites on
them at every event.
S Social media bookmarks in every e-mail signature
S Twitter out all press releases
S 8-10pm is peak time in Pakistan on social media
S Pose questions on social media. Call to action…do
something
51. Conclusion
S Defined social media
S Overview of social media platforms
S Social media in Pakistan
S We looked at some of the things social media can do for
you
S A few tools to measure social media
54. Social Media Strategy
S 75% of my time is day-to-day on website and social media sites.
Will train new webmaster on these tasks when she arrives.
Want to focus on:
S Social Media Strategy – SOPs, weekly reports, content schedules
S Create listening dashboards (voices, keywords) – PAS, Urdu
blogs, political, econ. Keyword trends product – spot trends before
they become news
S Countering misinformation from journalists and other influentials
S Work on platforms (SMS Alert system, FTP site for
journalists, etc.)
S Training (Embassy, Consulates, and external organizations)
S Advertising management (Embassy and Consulates)
Editor's Notes
Introductions - HonorStarted at the State Department 12 years ago – e-mail and the web were just getting startedLots more face-to-face, but thanks to technology and social media we can do much more and reach many more people
Introduction…Easier than ever to connect with people around the world, share informationHow many people have a Facebook, Twitter, uploaded a video? Bloggers?
What is social media? AttributesGrowth
Learn anything – make a movie – pen pals on the other side of the world –
Anyone use Wikipedia? Who considers it a social media site? Jimmy Wales - SOPA#8 most visited site in Wikipedia
Conversation + friends talking to friendsWe want people to spread our message, defend us if necessaryPeople don’t trust ads, they trust peer recommendations
No where is the increasing trend towards social media penetration more apparent then here in Pakistan109 million cell phones - 3G comingWith the addition of faster Internet and smart phones in the coming years, the importance and penetration of social media will only increase
Because most of the human race is under 30 years old35% of Pakistans population in <14 years oldThe importance and penetration of social media will only increase
Posting videos, photos, status updates, instant chatAny idea how many from Pakistan?5.9 million Pakistanis - 1 million new users in last 6 months
#9 most visited site in PakistanHow many on Twitter? - How many have ever tweeted?On of the most famous tweets ever came from PakistanHandout on the basics of Twitter
#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
Before we go any further I want to give you a couple disclaimers
Changing how we hire#10 most visited site in Pakistan
Not just for U.S. - #10 most visited site in PakistanOther business opportunities like Partnerships and funding
Nick Bilton – NYT tech – technology and journalismKamal Faridi – starting small businesses in Pakistan
Cell phones to target approaching emergencies (tornadoes, cyclones, flooding)disaster response, location of emergency workers, aid delivery
Australia floods – 2011 – not sure how well phones and social media were used during your devastating floods, but I’d love to work on thisUshahidi.com – crisis mapping – 109 million cell phones in Pakistan – should be part of your crisis planningRoads that were out, power outages, property damage
Twitter is a real-time information network powered by people all around the world that lets you share and discover what's happening now.1979 Encyclopedia Britannica
Content moves across platforms very easily – youtube to facebook, facebook to Tumblr
SOPA, DIY, Share causes you like, build a schoolCould be political, could be social, could be used to raise awareness for flood victims
Social media central to campaign – raising money, organizing people in key states around the nation, highlighting platformSocial media was critical to 2008 elections
Sharing is the key to social media
Timeline view
ExponentialAdd a few photos each day - some were peeved, but they reached over 100,000
It’s not impossible to get to the U.S.Exponentially expand reach by Kids tagging themselves
New interface, inline video
Hashtags bring order to Twitter –way for Twitter users to group tweets associated with a specific topicmake it easy to follow a topic of interest
Search results now list by Tweets and now by people
21,000 to nearly 70,000 – more than tripled
Resume, job responsibilities, keep in touch with co-workers, former employees, thought leadersRecommendations that last forever
Good for storing high def photos and sharing.
So
Stats on country traffic, top platforms, breakdown by countries
Stats on Facebook, Twitter, YouTube - PenetrationTop brands in FacebookNext up getting into specific tools
Islamabad – Does it look familiar?Visually fly around and look at tweets by countries, regions, citiesGeo-location not all there yet
Pulls in all of your followersScientific
Introductions - HonorStarted at the State Department 12 years ago – e-mail and the web were just getting startedLots more face-to-face, but thanks to technology and social media we can do much more and reach many more people
