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Consular Affairs Social Media Briefing - Tim Receveur
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Transcript of Consular Affairs Social Media Briefing - Tim Receveur
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S
Social Media and Consular Affairs
March 2, 2012
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U.S. Embassy Website
Why do people come to the Embassy website?
Visas #1
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U.S. Embassy Facebook
Visas #1 issue
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What is social media?
Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogue
Consumers also become producers Peer/friend recommendations Content is easily shared
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Overview of Social Mediain Pakistan
TV, Radio, and Newspapers Still Rule 22 million with Internet Facebook – 6.2 million Twitter – 3 million YouTube – 7 million Facebook, Twitter, YouTube, Blogspot, LinkedIn all
in Pakistan’s top 10 most visited sites.
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Important Uses for Social Media
Increase fan-generated advocacy for U.S. policy and initiatives. Fan-generated advocacy usually has greater credibility, resonance.
Increase fan-generated defense of the United States. Increase awareness of U.S. programs in Pakistan Enhance Customer Service (facilitating customer
needs through proactive and reactive communications)
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Important Uses for Social Media
Get messages out to a broad audience (i.e. tech, savvy youth on Facebook, well-connected, older influentials on Twitter)
Correct the record quickly Monitor and report on critical topics Measure the engagement
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New Social Media Strategy
Show, Don’t Tell Strategy – Emphasis on Photos and Videos
Increased Urdu and Pashto Content Consistent Posting and Engagement – social media
strategy and schedule coming Limited Facebook ad buys Training other sections to answer questions, get involved
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How are we doing?
Baseline - Growth of platforms
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Consular Issues
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Urdu Visa Video
Phillip Urdu Visa Video
11,328 Pakistanis saw this on Facebook
2,000 plays on YouTube
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Pashto Visa Video
Rebecca Visa Video
12,190 Pakistanis saw this on Facebook
1,600 plays on YouTube
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English Visa Video
Jason English Visa Video
13,257 Pakistanis saw this on Facebook
1,600 plays on YouTube
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Examples of Social Media
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What We Need from Consular
Consistent engagement – admin (direct) vs. e-mail (collected questions)
List of FAQs we can post and refer to save time Possibly a list of 30 short tips for visa applicants
for Twitter More ambitious - a moderated 1 hour webchat 2 X
per month
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What We Can Offer Consular
Training on engagement Promotion of your engagement activities Detailed weekly or monthly reports providing
metrics on your engagement across all social media channels
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Agenda
Why Should the Embassy Care About Social Media?
Social Media Overview Features How Public Affairs is Using Social Media
Free Analysis Tools
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Why should the Embassy care about Social
Media?
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Traditional Media in Decline
Books, newspaper, music, TV networks
24 of the 25 largest newspapers are experiencing record declines in circulation
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Information Explosion
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Identify and Follow Influential People
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PROTESTS!
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Disaster Response
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Proactive Engagement/Containment
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Spot Trends Before the News
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Spot Trends Before the News
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Follow Discussions
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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
850 Million
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Facebook Looks
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Show, Don’t Tell Strategy
Best content engages users and tells them how your services interact with their lives
People connect to people, not numbers Images and videos rule Quotes and testimonials
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Photo Galleries
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Virtual Exhibits
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Exchange Programs
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Commenting
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Tagging
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Sharing
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Facebook Polling
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Facebook Insights
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“What are you doing?” in 140 characters 500 million registered users 33 billion tweets per day #9 most visited site in Pakistan
Most important tool in analyzing real-time discussions Older, more influential – journalists, bloggers, academia Average age is 39 years old
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Tweet Breakdown
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Twitter Progress
We started by listening (issues, tone, etc.) Analyzing conversations Now trying to be more influential, more proactive
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Twitter Reach
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Adding Influentials Last Week
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Twitter – NATO Images and Videos
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Follow DiscussionsEngage in Discussions
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YouTube
Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in Pakistan
4 billion videos played per day Over 1 trillion plays in 2011
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USAID Projects
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Educational Programs
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Social network focused on connecting professionals with the purpose of sharing information and opportunities
Audience – 120 million #10 most visited site in Pakistan
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