3. Participants
Socialbrite.org Human Rights Watch
JD Lasica Jim Murphy, Emma Daly, Enrique
jd@socialbrite.org Piraces murphyj@hrw.org
Bolo Bhi Global Poverty Project
Sana Saleem d'Arcy Lunn
sanasaleemmalik@gmail.com darcy@globalpovertyproject.com
Euro RSCG Worldwide Facebook
Oscar Morales Matt Perault
oscar@oamg.co matthewperault@fb.com
Google Plus
Jason Karsh
jkarsh@google.com
4. What we’ll discuss today
1. Overview of campaign strategies & platforms
(30 minutes)
2. Breakout sessions (two 25-minute sessions)
Facebook
Twitter
Google Plus
Other tools & tactics for campaigns
3. Report back (general session, 10 minutes)
Hugs, tearful goodbyes
6. THE ECOSYSTEM
Types of social media
• Blogs
• Social networks
• Microblogs (Twitter)
• Online video
• Curation (Pinterest)
• Widgets
• Photo sharing
• Podcasts
• Virtual worlds
• Wikis
• Social bookmarking
• Forums
• Presentation sharing
7. Staggering growth
• 150 million active blogs; 1 million blog posts created per day
• YouTube, Facebook, Wikipedia, VEVO, Twitter are among top
sites in world
• Hundreds of social networks unique to countries/regions
• Twitter: 150 million active users, 250 million+ tweets per day
• Google+: On track to 400 million users
• YouTube: 3 billion videos watched per day
• 8 trillion text messages sent in 2011
8. A D V O C A C Y C A M PA I G N S
3 keys to success
1. Message
Begin with a strategy and a plan — not with the tools.
Inspire people with stories, craft shareable content
2. Messengers
Build community, not audiences
Turn supporters into champions for your cause
3. Media
Deliver your message across multiple platforms:
Email, Facebook, Twitter, YouTube, G+, mobile, etc.
Try to get pick-up by traditional media
9. FACEBOOK
Facebook: The social network
900 million members worldwide —
57% of global members use it every day
900
600
300
2004
2005
2006
2007
2008
2009 0
2010
2011
Today
Facebook’s global growth rate, 2004-2012, in millions
13. TWITTER
Comes in 22 languages
हि"दी English 日本語
Filipino
简体中文 Bahasa Melayu
한국어
Português Svenska
français Dansk
Bahasa Indonesia
繁體中文 Norsk
Italiano
Español Nederlands Polski
Türkçe Русский Suomi
Deutsch
14. TWITTER
1 in 5 heads of state use Twitter
GREENLAND
Stephen Harper ICELAND FINLAND
@pmharper NORWAY
R U S S I A
SWEDEN
C A N A D A
ESTONIA
U. K. DENMARK LATVIA
LITHUANIA
NETH.
IRELAND POLAND BYELARUS
BELGIUM
GERMANY
Dmitry Medvedev
LUX.
CZECH
SLOVAKIA UKRAINE KAZAKHSTAN
AUSTRIA MOLDOVA
HUNGARY
SWITZERLAND SLOVENIA ROMANIA
FRANCE ITALY CROATIA RUSSIA
MONGOLIA
10 Downing St @MedvedevRussiaE
BOSNIA
and
HERZ.
YUGOSLAVIA
BULGARIA
GEORGIA
UZBEKISTAN
MACEDONIA KYRGYZSTAN
ALBANIA ARMENIA
PORTUGAL AZERBAIJAN
TURKMENISTAN NORTH KOREA
@number10gov
GREECE
AZORES SPAIN TURKEY TAJIKISTAN
U. S. A.
MALTA SOUTH KOREA
CYPRUS SYRIA C H I N A
TUNISIA LEBANON AFGHANISTAN
ISRAEL IRAQ JAPAN
MOROCCO IRAN
JORDAN
The White House
Canary Islands ALGERIA KUWAIT
NEPAL
PAKISTAN BHUTAN
WESTERN EGYPT BAHRAIN
THE BAHAMAS SAHARA LIBYA QATAR BANGLADESH
MEXICO
@whitehouse
(occupied by Morocco) U. A. E.
Benjamin Netanyahu
INDIA TAIWAN
CUBA SAUDI ARABIA MYANMAR
DOM. REP. MAURITANIA LAOS
JAMAICA CAPE OMAN
BELIZE HAITI VERDE MALI NIGER CHAD
YEMEN
HONDURAS
@netanyahu
ERITREA THAILAND
SENEGAL VIETNAM
GUATEMALA GAMBIA CAMBODIA PHILIPPINES
EL SALVADOR BURKINA SUDAN
NICARAGUA GUINEA BISSAU FASO NIGERIA DJIBOUTI
Hugo Chavez
GUINEA
PANAMA BENIN
GHANA SOMALIA SRI LANKA
COSTA VENEZUELA GUYANA COTE TOGO
CENTRAL
RICA D'IVOIRE
SURINAME SIERRA LEONE
CAMEROON
AFRICAN
ETHIOPIA
@chavexcandanga
REPUBLIC MALAYSIA
FRENCH GUIANA LIBERIA
BRUNEI
COLOMBIA EQUATORIAL GUINEA UGANDA MALAYSIA
SAO TOME & PRINCIPE
KENYA SINGAPORE
CONGO
ECUADOR GABON RWANDA
DEM. REP.
OF CONGO BURUNDI
ANGOLA TANZANIA
I N D O N E S I A NEW
BRAZIL
EAST TIMOR
PERU BOLIVIA ANGOLA
ZAMBIA
MALAWI
Paul Kagame
@PaulKagame
Dilma Rousseff
ZIMBABWE
NAMIBIA
PARAGUAY BOTSWANA MOZAMBIQUE
CHILE
@DilmaBR SWAZILAND
MADAGASCAR A U S T R A L I A
ARGENTINA LESOTHO
SOUTH AFRICA
URUGUAY
Julia Gillard
@JuliaGillard
FALKLAND
18. GOOGLE PLUS
Of interest to campaigns
• Private or public Hangouts
• Share photos & campaign information
• Set up targeted circles
• Give your content a search boost
20. BOLO BHI
Advocacy is personal
Do the research
• Avoid knee-jerk reactions
• Engage and collaborate
• Engage most with those who disagree
• Make time & space for group discussions
• Listen more, talk less
24. H U M A N R I G H T S WAT C H
Social media will save us! Or not?
• Social media: important component of modern advocacy
plan — but you need to consider strategy & staffing
• We were seduced by its grassroots vibe and got burnt —
so we refocused on traditional targets: policy-makers &
journalists just in time for the Arab Spring
• Devise a SM strategy you can apply to different platforms
• Rather than enlist our followers, we trained our staff
@HRW
on Twitter
25. H U M A N R I G H T S WAT C H
Social media platforms
Arabic Facebook
30,000 fans – Primary outlet in Libya
@hrw 100,000 new followers since January
YouTube 2 million views
Tumblr 1,000 followers
StumbleUpon Content partnership
Pinterest
Trying to wrest ‘hrw’ from a 17-year-old
26. H U M A N R I G H T S WAT C H
Social media advocacy
• Twitter emerged as seamless fit to our traditional advocacy tools
• Noticed journalists were using Twitter to aggregate content,
source stories (and promote selves)
• Easy to identify journalists
• Policy makers engage – Durbin’s office requested @hrw to RT
• Effective way to cross promote with partner NGOs
27. H U M A N R I G H T S WAT C H
Some successes
• Arab Spring: In addition to mainstream coverage,
Twitter & a general shift to short-form writing fed
into live blogs (NY Times, Guardian, Al Jazeera)
• Following big enough to influence most popular
algorithms on other websites
• @KenRoth listed in Foreign Policy’s 2012 Top 100
Twitterati list – Shape the story as it breaks
28. H U M A N R I G H T S WAT C H
Foreign Policy’s Twitterati 100
Who's who of the foreign-policy Twitterverse in 2011—Pundits:
• Jackson Diehl (@JacksonDiehl): Deputy editorial page editor
at Washington Post.
• David Frum (@davidfrum): Canadian pundit and former
speechwriter for George W. Bush; sort of coined the phrase
“Axis of Evil.”
• Nicholas Kristof (@NickKristof): Crusading columnist for NY
Times; has traveled to every member of the Axis of Evil at
least twice.
• Kenneth Roth (@KenRoth): Outspoken executive director of
Human Rights Watch.
29. H U M A N R I G H T S WAT C H
Twitter tips
• Encourage staff, decentralize, social flow
• Messaging: Interesting stats, hand crafted, Q&A
style, active audiences
• Most clicked:
• Which country tried more than 12,000 civilians, including
o
children, by military tribunal in 2011?
• #Bahrain: Doctor sentenced to 15 years in prison. Her
"crime," setting up a medical tent to treat protesters
• Most retweeted:
• Here's how Charles Taylor's conviction on war crimes charges
changes the world
• Mississippi, 50% testing positive for #HIV not receiving treatment,
rate comparable to Botswana, Ethiopia, Rwanda
30. H U M A N R I G H T S WAT C H
Challenges
• Social media often lack official channels to report
human rights concerns
• Getting advice from Twitter – best practices,
search engine optimization, other?
• Training staff and defending the time investment
• Internally some are still nervous as tweets are not
vetted
32. Let’s get to the breakouts!
4 Shared Learning breakouts:
Share your experiences, ask your questions
1. Google Plus for good 2. Twitter for good
4. Other tools & tactics
3. Facebook for good
for successful campaigns
