Social Media Advocacy Presentation

Social Media Advocacy Workshop4 February 2014

Welcome

• President of NUDOR

• VSO Rwanda

#advocacysocialmedia

Goal: The disability sector is able to amplify its voice and influence for advocacy purposes through social media.

Objectives:

The workshop will ensure that participants•have a good understanding of what social media is•understand why social media is important for advocacy purposes•know how social media can effect change•know how to effectively use social media


Agenda - morning


Time Detail Responsible

9.00am Introduction VSO – Sarah Challoner

9.10am Participant introductions Kate Turner

9.30am What is social media and why is it important?

Kate Turner

9.45am How and why VSORwanda uses social media

JP

10.00am How can social media create social change?

Kate Turner

10.20am Introducing the social media landscape

Kate Turner

11.00am COFFEE BREAK

11.30am Which social media should you use and why?

Kate Turner

12.00pm An introduction to Twitter Kate Turner

1pm LUNCH#advocacysocialmedia

Agenda - afternoon


Time Detail Responsible

2.00pm Using Twitter effectively Kate Turner

2.30pm Advocating and educating through video

Kate Turner

3.00pm Getting your video to go viral

Kate Turner

3.20pm Sharing through facebook Kate Turner

4.00pm Why blog? Kate Turner

4.10pm Using social media to fundraise

Tina Sloane

4.20pm Measuring and evaluating success

Kate Turner

4.40pm Writing a social media plan Kate Turner

4.50pm Stay safe and Q&A Kate Turner

5.00pm Close Sarah Challoner

Introductions

Please say •your name•which organisation you are representing•which social media you use•what social media your organisation uses


What is advocacy?Advocacy is a set of organised activities designed to influence the policies and actions of others to achieve positive changes for lives of people with a disability based on the experience and knowledge of working directly with persons with a disability, their families and communities.


Social media and advocacy


Advocacy toolkit


What is social media?


What is social media?• interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks

• social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content – it is PARTICIPATORY.

• For example - social platforms like Wikipedia or Twitter have completely changed the way to consume and interact with information. Services like YouTube or Facebook also transformed the way we entertain ourselves.

• Social media is free and is therefore very accessible.

• It can help to improve trust, transparency and accountability as you able to communicate more directly with your supporters.

• Adds more ‘personality’ to your brand or organisation.

• The success of social media relies on regular, relevant and engaging content.

#advocacysocialmedia“the web is social media, and social media is the web”

Exercise: Can you name five social media?


Why use social media?An organization can use social media •to create a bigger identity and more support for DPOs and their work•create relationships with people including members or other key stakeholders who might not otherwise know about the organization’s activities, services, projects or what it represents – politicians, persons with disabilities, donors, other DPOs•to share information and persuade a wider audience to support your cause.


Social media for social change?• Social media is a tool that you can use in your advocacy

activities.

• Social media also helps you share information and promote your activities and cause.

• Social media offers the opportunity for people to be more meaningfully engaged in your work and offer support.

• Social media can be used to put pressure on a government for change by contacting politicians and people of influence.

• It is not the sole method you use to effect change, but used in conjunction with other advocacy techniques can be very powerful.

Your biggest resource is your supporters!


Creating connections and gathering advocatesFor people with disabilities and disabilities persons organisations, social media can be especially helpful with:

• Self-information - access to the latest news. It is a great way to keep up on your industry and any legislation or news related to living with a disability such as government announcements, UN initiatives

• Like-minded networking. There are online groups and forums where you can seek and receive advice and expertise.

• Disability awareness. Using social media is also an excellent opportunity to spread awareness about the issues people with disabilities face on a daily basis in Rwanda.


Our social media goal


Exercise: Can you give examples of social media creating social change?


Exercise: Can you give examples of social media creating social change?


Global Examples:

Arab Spring

WikiLeaks

Japan 2011 Earthquake and Tsunami relief fund

Tunisia’s Virtual Voices

2011 London Riots

2010 Haiti Earthquake

Occupy Wall Street

Save the Rhino

Examples in Rwanda

Ndi Umunyarwanda

Kwibuka20

60 questions in 60 minutes with Health Minister – improving healthcare

The Social Media landscape in 2013

#advocacysocialmediahttp://www.fredcavazza.net/2013/04/17/social-media-landscape-2013/

Four types of social media


VSO RWANDA

Social Media: Current Status and Way Forward

What can social media do at VSO?

• Social media a set of online tools that we can use to engage with potential, current and returned volunteers, our partners, donors and supporters, as well as fellow employees

• Through sharing news and starting conversations around our work, i.e. communicating our impact, as well as joining other people, we can raise VSO’s profile in the public eye by bringing people together to end poverty.

Our vision

Our vision is to have a strong social media presence that reinforces and enhances our reputation as a global leader, and communicates what works in development work through volunteering.

Our framework

• Consistent social presence: Supporting programmes in creating a strong, branded social media presence

• Empowerment: Promoting best practice to empower employees and volunteers

• Quality content: Supporting production of engaging and on-brand content

• Effective sharing: Building capacity through content sharing • Monitoring progress: Measuring and reporting on activity and

engagement• Current: Keeping at the forefront of development in social

media platforms

Our policy

• To encourage good practice, protect VSO, its employees and volunteers, partners and beneficiaries and to promote effective use of social media:

• VSO business accounts – acceptable use:

• Accounts managed by nominated VSO employees. Currently, VSO’s business accounts are on Facebook, LinkedIn, Twitter, Wordpress and YouTube.

OUR POLICY (cont’d)

• Individual accounts (non-business) – acceptable use:

• If an individual mentions their association with VSO, include the sentence ‘‘Views my own” (on Twitter, for example) or where space allows (such as on blogging platforms or YouTube),

• “The views expressed [in this blog/here] are my own and do not necessarily reflect those of VSO”.

• You are responsible for promoting yourself and VSO in a legal, professional and ethical manner

Our policy: the don’ts

• Unacceptable use (both business and non-business)

•

• You should not engage in any social networking activity that could cause offence to yourself, others or bring VSO into disrepute:

• Any offensive or derogatory remarks relating to sex, gender, race, nationality, disability, sexual orientation, religion, beliefs or age

• Openly criticising anyone connected with VSO

• Making defamatory comments about an individual or organisation

• Posting sexually explicit or pornographic material

OUR POLICY: THE DON’TS (cont’d)

• Unacceptable use (both business and non-business)

• Posting any material which may be deemed obscene, profane, abusive, threatening or inappropriate

• Breaching copyright: e.g. logos or using content without consent

• Breaching confidentiality by revealing internal information about VSO, its employees or volunteers, partners

• Posting photographs which include VSO employees or volunteers on social media sites until you have the written consent of the person in the photo

Being safe on social media

• Sharing personal details, such as information about your location, can compromise security of both you and others (in countries where there is a risk of theft or kidnap).

• In countries where there is a high level of political sensitivity, blog posts must be avoided that could be considered critical of government or other institutions or national laws.

• Be culturally sensitive and aware of different attitudes to sexuality, politics, religion, etc.

• Share your login details with a friend or family member if you are travelling or living in an unstable region.

Current scenario

- Individuals interested in social media- Global and country interest in social media- Plan to revamp the use of social media across

VSO activities, lesson learnt, experiences, what works

Way forward

• The advent of social media is still relatively new, and we are working to establish the most effective way for VSO to use the tools available globally, nationally, and locally.

COFFEE BREAK•Can we help you set up a Twitter account?

•Come find us!

An introduction to four social media


Twitter• Twitter is an online social networking and microblogging

service that enables users to send and read "tweets", which are text messages limited to 140 characters.

• Similar to a SMS text message but it is on the internet and can be read by anyone. Registered users can read and post tweets.

• It is instant - works in ‘real-time’• Use hashtags # to group messages together• You can “follow” or be “followed”• Your profile starts with @ - eg @NUDOR_RW and you

can ‘mention’ people in your tweets


Why use twitter?


•500 million registered users in 2012, who posted 340 million tweets per day.

•Twitter is now one of the ten most-visited websites, and has been described as "the SMS of the Internet

•High twitter usage in Rwanda – research in 2012 showed that Rwanda is 7th largest tweeter in Africa

•High profile leaders and media use twitter in Rwanda

•Connecting your organisation to other DPOs, persons with disabilities

What should you use twitter for?


• Use it to broadcast your opinion, news or links other websites such as news articles, blogs, videos

• For instance, the Global Campaign for Education published their

new report on Education and Disability on 3 Dec - #IDPD. They promoted key statistics and findings from the report on twitter


Number of

your tweets

People who

you followPeople who

follow you

Suggestions

of who you

should follow

“Trends” –

what people

are talking

about

Live feed of

tweets

13 ‘lucky’ tips on how to use twitter effectively1. Have a good biography - 160 characters

• Personal account – list your profession, interests and location. Have a clear, professional and up to date photograph

• Organisational account – list the full name of the organisation, its mission and location. Provide your website address. The picture should be the organisational logo.

2. Be selective when following – only follow relevant profiles that will deliver relevant information to your timeline.

3. Credit your sources – if you share some information or retweet a post, make sure you acknowledge the source such as “via @user”. It will bring a lot of appreciation from the person you retweet and is also important to maintaining credibility.

4. Make use of hashtags - hashtags (#) facilitate searching the information you’re looking for within seconds. Using hashtags increases a user’s visibility in a particular area of discussion and increases the number of followers from a specific domain.

5. Have a focus – if you are a DPO, you should be tweeting about disability and issues around improving human rights, NOT the latest football scores. It can put off people following you.


13 ‘lucky’ tips on how to use twitter effectively cont’d6. Engage - Twitter is a two-way street. You should engage and interact with other users. This helps build a

relationship with other users and creates a network for you. It is very easy to interact with somebody who already replied to you or retweeted you, so don’t hesitate to do it. Take a few seconds to answer, because you might get a lot in return for it.

7. Don’t be a RT machine - You need to provide content, don’t just RT content from other people. Why would somebody follow you instead of the source you retweet 5 times per day?

8. Avoid arguments - Getting involved in unnecessary arguments will never get you far - If amends need to be taken, then take them using the DM option or over e-mail, not publicly on Twitter. To ensure you don’t get caught in such situations, avoid tweeting on hot topics regarding a person’s religion, relationships, career, professional or personal issues and so on. Never tweet something that you wouldn’t be comfortable saying publically.

9. Don’t ask to be followed - If you can’t convince someone to follow your profile with your bio and tweets, they will never follow you just because you ask them to.

10. Do not delete tweets - apologizing is always better than deleting a tweet, because it will show people you can accept your mistakes and take responsibility for them.

11. Be responsive - Followers will many times provide company profiles with feedback. It is an asset for a company profile to be able to respond properly to feedback.

12. Don’t spam - Spamming is the worst thing a organisation’s Twitter profile can do. None of us like spam and most of us stop following any profile that fills our timeline with spam instantly. Regardless of how much you want to have more followers, do not spam – it can create a lot of damage from which you may never recover from.

13. No tweeting about yourself on a organizational account – followers of an organization are interested in the organization, not not the person behind the profile. Making personal updates on a company profile is not a good idea.


Hashtags

•#Kwibuka20•#FF•#IDPD2013•#ndiumunyarwanda•#disABILITY•#IDPD2013


A good biography


Job title

and skills

Your

activities

Your

website

Your logo

Organization description Your

website

Your

activities

Your

location

Who to follow?


• International agencies: @UN_Enable, @UN, @UNICEF

• INGOs and NGOs: @HI_UK, @PlanGlobal

• Donors: @DFID_UK @VSO_Intl

• Rwandan DPOs: @NUDOR_Rw

• Government: @Rwandalocalgov

• Media: @Igihe

• Influential people: @DonaldKaberuka

•A list of suggested organisations is provided.

Video Sharing• A video sharing service allows individuals to upload video content

to share, distribute or place on a website.

• The type of video content uploaded can be anything from short video clips all the way to full length movies.

• Video sharing services are becoming increasingly popular, especially with the explosion in popularity of blogs, internet forums, and other interactive pages.

• You tube is the largest and the most popular site


The social impact of video sharing• Changed the face of video broadcasting, with major media outlets,

celebrities and politicians using You tube for communicating.

• Said to have changed education and supported a higher level of human learning and information sharing.

• development of "visual journalism", in which citizen eyewitnesses and established news organizations share in content creation.

• YouTube has enabled people to more directly engage with government, such as in the CNN/YouTube presidential debates (2007) in which ordinary people submitted questions.

• An activist described the organisation of political unrest such as the Arab Spring now involves using "Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.”

• The White House's official YouTube channel was the seventh top news organization producer on YouTube in 2012


YouTube• More than 1 billion unique users visit YouTube each month

• Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year

• 100 hours of video are uploaded to YouTube every minute

• 80% of YouTube traffic comes from outside the US

• You can create your own channel to post your own videos – for example NUDOR and NPC Rwanda have their own channels


Advocacy through video sharingUsing visual media as a targeted tool that will engage people to create change.

•Participatory video – pushing for change through telling the story through the lens of a person with a disability. Participatory video is a form of participatory media in which a group or community creates their own film. The idea behind this is that making a video is easy and accessible, and is a great way of bringing people together to explore issues, voice concerns or simply to be creative and tell stories.

•Educational video – introducing a general

audience to a cause or idea

•Inspirational – trying to change a perception

about a certain cause

•Campaigning – trying to motivate you to

move to action


Disability in Ngorerero

#advocacysocialmediahttp://vimeo.com/71246683?

email_id=Y2xpcF90cmFuc2NvZGVkfDlkYTg0ZjY1ZjQ1YzIxZmY2NGExNjNjYTkxYTgxYWNkOTcxfDE5ODA0M

DA0fDEzNzUwOTk2NTI%3D&utm_campaign=7701&utm_medium=clip-transcode_complete-finished-

20120100&utm_source=email

Know your rights – Scottish Human Rights Commission

#advocacysocialmediahttp://www.youtube.com/watch?v=uUwHIbQFszU

Forgotten and ignored - Kenya

#advocacysocialmediahttp://vimeo.com/73136461

Stand by me - ending disability hate crime

#advocacysocialmediahttp://www.youtube.com/watch?v=7lZvZ6zQcXU

NPC -TV Portrait: Athanase Rugerinyange

#advocacysocialmediahttp://www.youtube.com/watch?v=yS535a3lxkg

• Educational?

• Campaigning?

What type of videos have you seen?

• Participatory?

• Inspirational?

What did the videos make you feel?

Did they change your opinion on anything?

What did you learn?

Top tips on making a video 1. Define your objectives. – What is your budget? – Where will you be showing your video? – Who’s going to be in charge of managing the video production? – How will you measure the return on investment?

• Know your audience - What is the purpose of your video? There are many types of video: talking heads, raising awareness of a humanitarian issue, fundraising, user generated content, documentaries, developing brand awareness.

• Be inventive. How do you cut through and make your video shine?

• Optimise your videos for search engines. Videos on sites such as YouTube and Vimeo often appear on the first page of the search engine results page (SERPS). In addition

• Ensure that your video ties in with your NGOs digital media or social media guidelines. Does your organisation have standard assets such as title bars, intros and outros.

• Make sure your video portrays your brand’s tone of voice and is informed by overall corporate objectives.

• Making a viral video. Viral videos can quickly get your brand concern out to a wide audience, but there is no guaranteed way to “make” a video viral. Seed your video carefully and strategically.

• Plan, plan, plan. A storyboard however basic will save you time and money.

• Measure your impact – analyse your viewing demographics and relate them back to your objectives to assess your success.

• Be creative!


http://social-media-for-develo

pment.org/top-10-tips-for-ma

king-an-ngo-video

Promoting your video


COFFEE BREAK•Can we help you set up a Twitter account?

•Come find us!

Facebook


• Free platform to upload video, photos and more detailed information

• Create a network of people with an interest in your work

• Huge number of users

• They have to ‘like’ your organisation to subscribe to your ‘feed’

• Develop links with other organisations

RNUD facebook page

#advocacysocialmediaNews and campaigns

“UN International Human Rights Day 2013”

Stories and updates

Number of supporters

Organisational details


NUDOR ‘likes’ VSO Rwanda

Developing your networks

Blogging


• A blog is a discussion or informational site published on the internet consisting of discrete entries ("posts”) - the most recent post appears first.

• Either single contributor or multiple authors.

• Majority are interactive, allowing visitors to leave comments and even message each other - blogging can be seen as a form of social networking service.

• Bloggers do not only produce content to post on their blogs, but also build social relations with their readers and other bloggers.

• A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic.

• The ability of readers to leave comments in an interactive format is an important contribution to the popularity of many blogs.

• Many blogs provide commentary on a particular subject - feature your news and opinion pieces. Forum to provide insight and analysis

• 150 million active blogs; 350 million people globally read blogs

• Relies on regular updating and promotion on other social media channels.

Blogging


News and opinion pieces

Insight pieces

Social media as a fundraising tool

• Social media is an opportunity to tell people about your cause, why it is important and how you are helping. • Using every-day stories makes your projects come to life for donors, so they can see the impact of your work.• Reporting on progress in real-time (little and often) increases transparency. • It gives supporters a place to ask questions and hold you to account – so make sure you respond to queries!• It allows you to reach a global audience, including people it might usually be difficult to contact e.g. celebrities.• It is free!


Social media as a fundraising toolUsually a social media update will do one of the following:1.Demonstrate need: Tell a story about the problems the people you support are facing.

2.Show your impact: Explain the difference your project is making. This doesn’t need to be complicated – it can be as simple as a project officer saying they liked seeing everyone enjoying an activity you organised.

3.Ask for support: You could request funds, volunteers or an accessible space to hold an event.

4.Thank supporters

5.Help you to network or be more transparent: A place to answer questions, talk about the day-to-day running of projects & connect with people or organisations with similar interests.

Exercise: Social media as a fundraising toolHere are some tweets and facebook updates from some charities to show you how they use social media as a fundraising tool. Let’s decide together whether they:

1. Demonstrate need

2. Show impact

3. Ask for support

4. Thank supporters

5. Help with networking or transparency


Exercise


Make sure you’re connected– Make sure your website is linked to your social media channels

and your social media channels are linked to your website!


Twitter

Facebook

Measuring your success

•There is no point in using social media unless you set some specific objectives – then you can evaluate your success.

•Set some milestones and outcomes that you can work towards.

•For instance:– engaging a Minister on twitter to highlight your work, with an

acknowledgement of support– increasing your supporters and raising their awareness of your work– X number of likes or followers


Measuring your reachFacebook

•Number of facebook likes

•Number of comments

Twitter

•Number of Twitter followers

•Number of retweets

•Number of @ mentions

Youtube

•Number of views

Blog

•Number of followers

•Number of views

•Number of comments


Measuring your influence• The Klout Score is a number between 1-100 that

represents your influence. The more influential you are, the higher your Klout Score.

• Barack Obama – 99• DFID UK - 80• VSO UK – 60• Kate Turner - 52


Measuring your influence• Twtrland - a visual snapshot of your online presence on

Twitter, Facebook and Instagram. Displays your influence metrics, audience demographics and close network


Write a social media plan


1. Define your goal(s) and objectives– What will be different? What does success look like?

2. Identify your target– Who do you want to influence? Map your audience

3. Prepare your content– What are you going to communicate – think of your audience

4. Select your platform– Do you want to network, share, publish or discuss? Twitter, facebook, etc?

5. Develop your connections– Make sure you’re following the right people and have the right connections

6. Contact– Make sure it is easy for people to follow you – have the social media icons on

your website

7. Engagement– Have lots of conversations and develop relationships

8. Action1. Develop an activity and editorial plan to keep your social media channels fresh

and up to date

• Monitor and Evaluate1. Analyse the stats relating to traffic to your website, monitor any

increase/decrease in followers / likes/connections. Assess against your objectives. Use social media analytics tools to assess your influence.

The risks of using social media: protecting your reputation • As social media is participatory, you can receive

comments; some can be positive, others negative. • You can use the opportunity to respond to criticism and

provide evidence about a certain situation.• You also need to be aware of the content that you post

– you should avoid any inflammatory, derisive, negative or confidential content that may derail your advocacy goals and affect your reputation.

• Use common sense, if you wouldn’t say something to someone face to face, then don’t post it online!


Exercise: what would you do?• A media personality or celebrity writes a demeaning tweet

about a person with disability, saying that children with disabilities should not be allowed to go to school. What would you do?

• Somebody writes on your organisation’s facebook page saying that it does not matter if a girl with a mental disability is raped and subject to gender based violence. What would you do?

• You’ve just attended a private meeting with a Government Minister and received some confidential news about a new initiative about a programme that will benefit persons with a disability. What do you do?


Let us know what you thought!


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• Copies of the presentation can be downloaded from Slideshare

•http://www.slideshare.net/kateturner45/social-media-presentation-vso

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Social Media Advocacy Presentation

Social Media

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