redcross 2.0
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Social Media at Austrian Red Cross Communication.Background information and best practices.Presentation for the 2010 Return Delegates Week at Austrian Red CrossTRANSCRIPT
w w w . r o t e s k r e u z . a t
gerald czech, thomas marecek | returned delegates week | dec, 14 mmx
redcross|2.0
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Social Media Revolution
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Transformation
of media landscapeof media habit„news kind of comes to me“
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Some more statistics…More than 400 million people worldwide are active on FacebookIn the US alone more than 30 billion online videos are watchedEvery minute more than 24 hours of video are uploaded on YouTube
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Some more statistics…
In Europe practically every household with kids has an internet connectionIn countries such as US, UK, Germany and Austria between 80-100% of all teenagers and young adults visit social network sites
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Media HabitsTime young people spend in consuming media is increasingTime young people spend in reading newspapers is decreasingTime young people spend in watching TV-news is decreasing
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Consequences…
All kind of information for a young audience has to happen online as wellEngage users by enabling them to share content, comment, rate, add, give feedbackProvide them resources to get further information
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Pakistan-Floods 2010Online Communications
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WebpageStart of www.roteskreuz.at/pakistan in the morning of Aug, 09 Establishing keyword „Pakistan floods“ at spende.roteskreuz.at and donation via mobile texting.
NiN-Campaign-dayStart of Web-Activities Start NiN
Facebook-campaign First Team
goes to Pak
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Webpage
31 News about Pakistan until Sept, 10th.
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Galleries
Providing up2date images for journalists and interested web-users online.
Totally about 125 pictures online, most of them in highres-quality for media.
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Podcasts, OTs
Mp3-Services for radiostations and interested interneal and external audiences.
The telephone-system provides digital mailboxes for recording. We use this feature to establish a phone-extension for our delegates to phone in any time and leave a message for podcasts and soundsnips.
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Banner, Posters
As a service for people, who want to participate by organising donations for Pakistan, we put online-Banners and digital Posters online.
An own page (in German) informs about any possibility to provide support for those in need in Pakistan.
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going social
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Blogposts
The redcross mission blog provides information about ongoing redcross-missions in Austria and all over the globe. Our delegates write about their situation, about life abroad and about all the challenges, they face abroad.
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TwitterOur twitter-channel(@roteskreuzat) is another web2.0 channel for informing about Austrian Red Cross and its activities.
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Started Jan, 14th, today: 14.299 fans18
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13-17
18-24
25-34
35-44
45-54
55+
11 %
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Facebookroteskreuz.atNovember, 30 2010
44 %
27 %
11 %
5 %
2 %
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Facebookcampaign
Fanpage www.facebook.com/roteskreuzator facebook.roteskreuz.at
We called for changingprofile pictures to theredcross‘ Pakistan sujetto improve theawareness about theongoing floods in Pakistan. More than 150 people changed theirpictures.
Press-release
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YoutubeThe youtube-Channel of Austrian Red Cross is used for publishing Federation (and ICRC)-Videos (sometimes with German synchronisation) and our own videos.
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AdWords
Most effective ad: CTR up to 3 %250.000 Impressions
Started in the middle of august..
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Austrian Red Cross: May 2010Facebook 10.583 fansStudiVZ 2.243 membersYoutube 55.555 hitsXing 518 membersSumme 69.275 contacts
Austrian Red Cross: May 2010Facebook 10.583 fansStudiVZ 2.243 membersYoutube 55.555 hitsXing 518 membersSumme 69.275 contacts
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our strategyand tactics
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social media?
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being available at many channelswith relevant information (for the target audience)at the right time
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360° communication strategy
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360° communication tactics
Strategic Objectives are in focus and determine Channels and Message.Integrated communication strategy without iron borders between Media-Relations, Online-Communication and Marketing.Using New Media to add enrichment to the messages: Videos, Photos, Podcasts, Graphics, Music & Links.
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www.roteskreuz.at 29Marketing und KommunikationWhat about me?
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Use Facebook as a tool to stay connectedUse Facebook to show pictures about the situation in the fieldUse Facebook as a tool to tell about your job and get in dialogue
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Use Your Networks
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Is there anything interesting, unexpected, funny, … happeningabroad you want to tell the world?
Call +43 1 58900 600We use your Voice to createPodcasts and we will serve themedia.
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Calling home
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Take a look into http://blogsearch.google.com/, http://www.socialmention.com/ to read what others are blogging about your Region/work/…Look at http://blogs.redcross.org.uk/, http://blog.redcross.org/, …Subscribe Social Media Alerts for topics, you are interested in http://www.socialmention.com/
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Look at others
www.roteskreuz.at 33Marketing und KommunikationStart blogging!
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blog.roteskreuz.at/einsatzAdding personal touch to Redcross Information.Personalisation as technique to bring stories close to the readerReading about humans and their personal points of view instead of abstract huge numbers of affected.
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Redcross-Blog
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Web surfers interact with a web site differently than they would a newspaper or a magazine.
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Tips 1
• Keep it short. • Use “inverted pyramid” construction. • Use headlines and headings.• Use sub-headlines, lists and boldface. • Hyperlink effectively. • Build trust with citations.• Use active voice.
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It is difficult to write content that is fresh, interesting and appropriate.
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Tips 2
• Speedlinking.• Quoting.• Entertaining.• Questioning. • Updating. • Newsreading.• Recycling.• Guest-posting. • Announcing.
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Austrian Red Cross Social Media Policy (German)Social Media Guidelines for IFRC staff (as general Overview)
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rules and regulations
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„DON‘T PANIC!“Douglas Adams,The Hitchhiker‘s Guide to the Galaxy
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KontaktÖsterreichisches Rotes KreuzMarketing und Kommunikation
Thomas [email protected]
Gerald [email protected]: blog.roteskreuz.at/redcrosswebmaster
Bilder: 39
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