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SR4Proc Introduction
This document outlines the objectives and logistics of a social reporting apprenticeship program run by the World Bank Institute in October 2012. It discusses establishing guidelines for the program including timing, communication methods, and content tagging. It then provides a case study of how the CGIAR Research Program on Climate Change, Agriculture and Food Security used social media to engage stakeholders around the Rio+20 conference through blogging, microblogging, webcasting, video/photo sharing, and presentation distribution. Key tactics and results of their social reporting efforts are highlighted.
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SR4Proc Introduction
- 1. Social Reporting forInnovative Procurement Reforms WBI Social Reporting Apprenticeship Program October 2012
- 2. Logistics and timetable Rooms Objectives & Agenda – on the EuforicWeb wiki! – http://bit.ly/Wl70FQ Ground Rules – Timing? – Phones? – Email? – Right hand Left hand? – Be brief – Allow everybody to talk Tagging What is Social Reporting?
- 3. Case study -anew normal: CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS) at Rio+20
- 4. CCAFS at Rio+20:Social Media Objectives Spread messages on sustainable agriculture for achieving food security in a changing climate Share CCAFS content that could inform Rio outcomes Engage in online debates about how to achieve a sustainable green economy Report live from key sessions Connect offsite participants to events in Rio Developed with input from Peter Casier
- 5. What are wetrying to achieve? Share knowledge with a wider community Increased offsite participation Increased onsite engagement:
- 6. How to achieveour goals Define our social media strategy: goals, messages, audiences Agree on roles and responsibilities: who does what? Define the tools and how to use them Produce, aggregate and share content widely: before, during and after the event Monitor and evaluate: what did we learn
- 7. Getting organised Google siteand google groups used to communicate with team and organise background materials
- 8. Blogging CCAFS blog: ccafs.cgiar.org/blo g/tags/rio4ag • livereporting and analysis from sessions. • all tagged under #rio4ag
- 9. Blogging Guest blogs • Strategic placement of opinion pieces • Huffington Post, Reuters AlertNet, Scientific American
- 10. Blogging Results: 50% increase intraffic to blog in the two weeks of the conference. People spending more time reading.
- 11. Microblogging • Tweeting livefrom sessions; • Sharing key content (blogs, photos, presentations); • Sharing opinions and insights • RTs of what our partners are saying, and more. • All using #rio4ag
- 12. Microblogging Results: • On peak day, tweets tagged #Rio4Ag had over 1,500 Twitter broadcasts, resulting in 3 million individual messages, reaching 598,000 different people • During conference, traffic to the CCAFS blog from twitter increased 400%
- 13. Webcast • Sessions from ARDD broadcast live online • Online viewers could ask Q’s to the panel via twitter and facebook. • The event had 600 online viewers, plus 600 in person
- 14. Video sharing • ARDDsession videos posted on YouTube same day • Videos embedded on blogs and websites, shared via twitter & FB • Some videos had hundreds of views in following days
- 15. Photo sharing Photos fromkey events around Rio posted shared via Flickr, on blogs, and via twitter & FB
- 16. Presentation sharing • ARDD session slides posted on SlideShare same day • Embedded on blogs, websites, shared via twitter & FB • Some slides had 100s of views: www.slideshare.net/cgiarclimate more than number /tag/rio4ag of people in audience
- 17. Defining social reporting… Using digital and social media to document and share information, conversations, results and different voices from a project, a community or an event It’s about telling stories with digital media – So the normal conventions and rules apply: audience, content, message and hook
- 18. …and how it’sdifferent from formal reporting Creating an informal record of what you want to capture and share Allowing to share your own views, or the views of your community, and make these voices heard Bringing to life stories worth sharing Creating spaces for reflection and dialogue
- 19. Social reporting tooklit 1.Wikis for collaboration and coordination 2. Microblogging 3. Blogging 4. Video sharing & audio sharing 5. Photo sharing 6. Presentation sharing 7. Facebook (social network sites) 8. Tagging and social bookmarking 9. Feeds 10.Webcasts 11.Data / Information Visualization Tools
- 20. Brian Solis –The conversation prism http://www.theconversationprism.com/
- 21. create communicate audiences collaborate curate critique
- 22. collaborate Wikis Blogs Online social networks Integrated portals (mobile accessible websites)
- 25.
- 27. Create make digitalcontent including audio, image, text, website, blog, video, wikis Protect - copyright, privacy, digital footprint
- 28.
- 29. Curate Find -Internet search, Wikipedia, Google scholar, e-resources, image textbook, etc Filter - RSS feeds, Collate/collect: social and personal bookmarking, mind- mapping, online storage
- 31. Critique Assess thevalidity/authenticity of sites/information Reflect on one’s own practice and that of one's peers - blogs, forums etc Filter bubbles…
- 33. Eli Pariser: Bewareonline "filter bubbles“ http://www.ted.com/talks/eli_pariser_beware_online_filter_bu bbles.html
- 34. Communicate Share /disseminate/distribute - wiki, blog, discussion forum, email, Google+, twitter, online social networks Promote - twitter, blog, online social networks, and email
- 37. Policy actors insix Southern countries Simon Batchelor – IDS Impact and Learning Blog
- 38. Web of people... LinkedIn Labs | InMaps http://inmaps.linkedinlabs.com/
- 39. A web offlow...
- 40. Social Reporting forInnovative Procurement Reforms WBI Social Reporting Apprenticeship Program October 2012
Editor's Notes
- #5 Spread messages about the role of sustainable agriculture for achieving food security in a changing climate (before, during and after the conference and especially at Agriculture and Rural DevelopmentDay, a major event convened by agricultural agencies at Rio);spread RIO related messages/content from CCAFS (publications, tools, and more) report live from key agriculture and food security related events esp ARDD;connect offsite participants to what is going on in Rio, in real-time;engage with a global community of people, in Rio and online, who are debating the issues we work on.
- #6 a. Advocacy outreach to a wider community:Using social media around particular events provides a unique opportunity to reach out to a wider community than just merely the people present at the event or the “conventional media”. It allows the use of mass social media to bring out your key messages, as an awareness or advocacy tool to a broad audience.b. Increased offsite participation:As social media is a two-ways communication, it enables an interaction with “outsiders” soliciting for their offsite participation in the onsite presentations and discussions, as well as stimulating discussions about the topics the event covers.c. Increased onsite engagement:Using event participants as social reporters, social reporting allows a more active engagement of the participants themselves. Where traditionally an audience would be passively listening and taking individual notes at most, social reporting stimulates your audience to more actively engage, to think about the topics and to discuss them.
- #7 a. Define our social media strategy:- Clearly define and agree on the goals and targets of the social reporting efforts beforehand.- Define the link between "social" and "traditional" media - Define our key messages and the main target audienceb. Agree on roles and responsibilitiesWell before the event, assemble a small team of staff and partners who will be onsite and are willing to report from events, blog, tweet, take photos and more. Also connect with colleagues who are offsite who are willing to help spin and promote the content and help with essential tasks such as editing and uploading content. c. Define the toolsAgree on a standard set of tools and how they will be used. Also agree on conventions (e.g. using the #rio4agtag)d. Produce, aggregate and share content widelyDuring the event, work together to get content finalised and online quickly and invest as much time in promoting content once it's online.f. Monitor and evaluateA wrap-up report can summarize all content generated, and measure the actual reach of the social reporting and document the process as well as the lessons learnt.
- #8 Mixed group, inside and outside the programme. SharePoint is a a key resource for FAO, tbd this afternoon
- #10 Mixing blogging with traditional media outreach
- #13 Reach is the total number of unique Twitter users who received tweets about the search term. Exposure is the total number of times tweets about the search term were received by users. We call each receipt of a tweet an impression. Both reach and impressions should be treated as directional metrics to give you an idea of the overall exposure the tracked term received. You should use these metrics to get a sense of the size of your potential audience, and use engagement metrics like retweets, clicks and replies to gain a more complete understanding of your impact. Source: http://tweetreach.com
- #21 There is a myriad of new tools, and they are all changing… so best to get away from a tool focus
- #34 Watch from 00.40 to 04.40