Social Media Basics for the Red Cross Red Crescent

Social Media and the Red Cross Red Crescent

Timo LügeJune 25, Solferino #yotm09

International Federationof Red Cross and Red Crescent Societies

What is Social Media ?

A set of tools

A new way to communicate

An enormous chance for the International Red Cross Red Crescent Movement

A set of tools

Source: http://scobleizer.com/2007/11/02/social-media-starfish/

All tools have in commonthat they facilitate and encourage

conversations

Tools to share original content

YouTubewww.youtube.com/IFRC

Flickrwww.flickr.com/IFRC

Tools to share recommendations

digg.com

twitter.com/Federation

Tools to share personal information

Tools to hold discussions

Social networks

Facebook

MySpace

Social networks differ from the very general …

… to the extremely private.

www.patientslikeme.com

www.facebook.com/RedCrossRedCrescent

Social media tools are used to …

share original content share recommendations share personal information hold discussions

Social media tools are used to …

share original content share recommendations share personal information hold discussions

Social media tools love to …

spread modify comment on content.

Sometimes these comments force traditional media to enter into a dialogue.

CNN response to criticism

http://www.youtube.com/watch?v=BV1CDz-TLFg

A new way to communicate

From this model …

Source http://www.hypergene.net/wemedia/

… to this model of communication

Source http://www.hypergene.net/wemedia/

This is great because …

People spread your message Participants engage with your message

This is scary because …

It's very difficult to keep control over the message

You have no control aboutwhere and in what contextyour content appears.

E.g. on blogs …

http://ourworld-yourmove.org/blog-english/

… or on aggregator sites …

http:// www.nowpublic.com/

… where articles are being created from any number of sources to form new content.

Text by author "iambest"

Text from uk.news.co.uk

Modified photo (November 2005)

http:// www.nowpublic.com/

People talk about brands, events and organizations no matter whether you want it or not.

The bigger the organization the more likely people are to talk about it.

The further removed an organization or brand is from its "customers" the more likely the conversation is going to be negative.

Instead of sending messages we have to learn to listen and to engage in conversations.

"Markets are conversations"

Most corporations (…) only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. (…) No wonder networked markets have no respect for [these] companies.

[Corporations] will only sound human when they empower real human beings to speak on their behalf.

While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets.

Cluetrain Manifesto, 1999 http://cluetrain.com/

At the very least we should listen to what people have to say about us.

Social media monitoring is key

Source: tim_cayneshttp://www.flickr.com/photos/timcaynes/3571708028/

The good news is:

Listening to people is something we are good at.

An enormous chance for the International Red Cross and Red Crescent Movement

With our 100 million volunteers we have millions of people who can speak on our behalf.

With National Societies in every part of the world we speak every language and understand every culture

http://ourworld-yourmove.org

We need to become better at using our network online.

Source: http://www.touchgraph.com

Many National Societies are starting to explore sharing information through social media.

However …

Social media interactions are not a goal in themselves.

We need to learn how to follow up and turn these interactions into real-life actions that make a difference.

This is the part that hardly anyone has figured out yet.

The closer you are to someone, the easier it is to get that person to perform a real-life action.

To realize the potential of Social Media for the Movement we need to …

Build social media literacy

Source: Matt Hammhttp://www.flickr.com/photos/matthamm/2945559128/

Find resources to overcome the digital divide

Source: injuhttp://www.flickr.com/photos/inju/456010617

Experiment

Source: Status Frustration http://www.flickr.com/photos/statusfrustration/134382294/

Take risks

Source: CRASH:Candy:http://www.flickr.com/photos/crash-candy/2455226534/

Hand over substantial parts of communication to volunteers

Source: slimmer_jimmerhttp://www.flickr.com/photos/slimjim/2180595798//

Thank you!

Selection of IFRC profiles and sites

Facebook:http://www.facebook.com/RedCrossRedCrescenthttp://www.facebook.com/OurworldYourmovehttp://www.facebook.com/RedCrossRedCrescentYouth

YouTubehttp://www.youtube.com/ifrchttp:// www.youtube.com/yourmove09

Flickr:http://www.flickr.com/ifrc/http://www.flickr.com/ourworldyourmove

Twitterhttp://twitter.com/Federationhttp://twitter.com/IDRLhttp://twitter.com/yourmove09

Our World. Your Movehttp://www.ourworld-yourmove.org

Social Media Basics for the Red Cross Red Crescent

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