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redcross|2.0
gerald czech, thomas marecek | returned delegates week | dec, 14 mmx
                                                          www.roteskreuz.at
Social Media Revolution




                                   Marketing und Kommunikation
               www.roteskreuz.at                             2
Transformation




                                     of media landscape
                                     of media habit
                                     „news kind of comes to me“


                 www.roteskreuz.at
Some more statistics…
 More than 400 million people worldwide are active on
 Facebook
 In the US alone more than 30 billion online videos are watched
 Every minute more than 24 hours of video are uploaded on
 YouTube




                         www.roteskreuz.at
Some more statistics…


                           In Europe practically every
                           household with kids has an
                           internet connection
                           In countries such as US, UK,
                           Germany and Austria
                           between 80-100% of all
                           teenagers and young adults
                           visit social network sites


                www.roteskreuz.at
Media Habits
 Time young people spend in consuming media is increasing
 Time young people spend in reading newspapers is decreasing
 Time young people spend in watching TV-news is decreasing




                         www.roteskreuz.at
Consequences…


            All kind of information for a young
            audience has to happen online as
            well
            Engage users by enabling them to
            share content, comment, rate, add,
            give feedback
            Provide them resources to get
            further information

            www.roteskreuz.at
Pakistan-Floods 2010
          Online Communications




                    Marketing und Kommunikation
www.roteskreuz.at                             8
Webpage
Start of www.roteskreuz.at/pakistan in the morning of Aug, 09 Establishing
keyword „Pakistan floods“ at spende.roteskreuz.at and donation via mobile
texting.


                                   Facebook                            NiN-
                                   -campaign
         Start of Web-Activities                         First Team    Campaign-day
                                               Start NiN
                                                         goes to Pak




                                                                               Marketing und Kommunikation
                                   www.roteskreuz.at                                                     9
Webpage
31 News about
Pakistan until Sept,
10th.




                                           Marketing und Kommunikation
                       www.roteskreuz.at                            10
Galleries


Providing up2date
images for journalists
and interested web-
users online.
Totally about 125
pictures online, most
of them in highres-
quality for media.



                                             Marketing und Kommunikation
                         www.roteskreuz.at                             11
Podcasts, OTs
 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.




Mp3-Services for
radiostations and
interested interneal
and external
audiences.
                                                                Marketing und Kommunikation
                                   www.roteskreuz.at                                     12
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.




                                                       Marketing und Kommunikation
                                   www.roteskreuz.at                            13
going social
                    Marketing und Kommunikation
www.roteskreuz.at                            14
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.




                                                      Marketing und Kommunikation
                                  www.roteskreuz.at                            15
Twitter
Our twitter-channel(@roteskreuzat) is another web2.0 channel for informing
about Austrian Red Cross and its activities.




                                                             Marketing und Kommunikation
                                 www.roteskreuz.at                                    16
www.roteskreuz.at
                    Facebook
                     Marketing und Kommunikation
                                              17
Facebook




Started Jan, 14th, today: 14.299 fans        Marketing und Kommunikation
                         www.roteskreuz.at                            18
Facebook
roteskreuz.at
November, 30 2010

                               2%       55+


                               5%       45-54


                     11 %               35-44


                    27 %                25-34



                    44 %                18-24


                    11 %                13-17



                    www.roteskreuz.at     19
Facebook                    Fanpage www.facebook.com/roteskreuzat
                            or facebook.roteskreuz.at
campaign
 We called for changing
 profile pictures to the
 redcross‘ Pakistan sujet
 to improve the
 awareness about the
 ongoing floods in
 Pakistan. More than 150
 people changed their
 pictures.
 Press-release



                                                              Marketing und Kommunikation
                                 www.roteskreuz.at                                     20
Youtube
The youtube-Channel of
Austrian Red Cross is used for
publishing Federation (and
ICRC)-Videos (sometimes with
German synchronisation) and
our own videos.




                                                     Marketing und Kommunikation
                                 www.roteskreuz.at                            21
AdWords



Started in the middle of august..



         Most effective ad: CTR up to 3 %
         250.000 Impressions
                                            Marketing und Kommunikation
                       www.roteskreuz.at                             22
Austrian Red Cross: May 2010
Facebook            10.583 fans
StudiVZ             2.243 members
Youtube             55.555 hits
Xing                518 members
Summe               69.275 contacts
                             Marketing und Kommunikation
        www.roteskreuz.at                             23
Marketing und Kommunikation
www.roteskreuz.at                            24
our strategy
and tactics




                                   Marketing und Kommunikation
               www.roteskreuz.at                            25
social media?




                                    Marketing und Kommunikation
                www.roteskreuz.at                            26
360° communication strategy




 being available at many channels
 with relevant information (for the target audience)
 at the right time

                                             Marketing und Kommunikation
                       www.roteskreuz.at                              27
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.
                                  Marketing und Kommunikation
              www.roteskreuz.at                           28
What about me?
                         Marketing und Kommunikation
www.roteskreuz.at                                 29
Use Your Networks

 Use Facebook as a tool to stay connected
 Use Facebook to show pictures about the
 situation in the field
 Use Facebook as a tool to tell about your
 job and get in dialogue




                                             Marketing und Kommunikation
                         www.roteskreuz.at                            30
Calling home




               Is there anything interesting,
               unexpected, funny, … happening
               abroad you want to tell the world?
                    Call +43 1 58900 600
               We use your Voice to create
               Podcasts and we will serve the
               media.
                                   Marketing und Kommunikation
               www.roteskreuz.at                            31
Look at others
           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/

                                        Marketing und Kommunikation
                  www.roteskreuz.at                              32
www.roteskreuz.at
                    Start blogging!
                         Marketing und Kommunikation
                                                 33
Redcross-Blog
   blog.roteskreuz.at/einsatz
   Adding personal touch to Redcross Information.
   Personalisation as technique to bring stories close
   to the reader
   Reading about humans and their personal points
   of view instead of abstract huge numbers of
   affected.




                                             Marketing und Kommunikation
                       www.roteskreuz.at                              34
Tips 1
Web surfers interact with a web site differently than they
would a newspaper or a magazine.


                     •   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.


                                                 Marketing und Kommunikation
                          www.roteskreuz.at                               35
Tips 2
It is difficult to write content that is fresh, interesting and
appropriate.

                       •   Speedlinking.
                       •   Quoting.
                       •   Entertaining.
                       •   Questioning.
                       •   Updating.
                       •   Newsreading.
                       •   Recycling.
                       •   Guest-posting.
                       •   Announcing.
                                                   Marketing und Kommunikation
                            www.roteskreuz.at                               36
rules and regulations




                Austrian Red Cross Social Media
                Policy (German)
                Social Media Guidelines for IFRC staff
                (as general Overview)

                                       Marketing und Kommunikation
                 www.roteskreuz.at                              37
„DON‘T PANIC!“
Douglas Adams,
The Hitchhiker‘s Guide to the Galaxy
                                       Marketing und Kommunikation
                   www.roteskreuz.at                          42
                                                               38
Kontakt
      Österreichisches Rotes Kreuz
      Marketing und Kommunikation

      Thomas Marecek
      Thomas.Marecek@roteskreuz.at

      Gerald Czech
      Gerald.Czech@roteskreuz.at
      Blog: blog.roteskreuz.at/redcrosswebmaster

      Bilder:                         Marketing und Kommunikation
                  www.roteskreuz.at                            39

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redcross 2.0

  • 1. redcross|2.0 gerald czech, thomas marecek | returned delegates week | dec, 14 mmx www.roteskreuz.at
  • 2. Social Media Revolution Marketing und Kommunikation www.roteskreuz.at 2
  • 3. Transformation of media landscape of media habit „news kind of comes to me“ www.roteskreuz.at
  • 4. Some more statistics… More than 400 million people worldwide are active on Facebook In the US alone more than 30 billion online videos are watched Every minute more than 24 hours of video are uploaded on YouTube www.roteskreuz.at
  • 5. Some more statistics… In Europe practically every household with kids has an internet connection In countries such as US, UK, Germany and Austria between 80-100% of all teenagers and young adults visit social network sites www.roteskreuz.at
  • 6. Media Habits Time young people spend in consuming media is increasing Time young people spend in reading newspapers is decreasing Time young people spend in watching TV-news is decreasing www.roteskreuz.at
  • 7. Consequences… All kind of information for a young audience has to happen online as well Engage users by enabling them to share content, comment, rate, add, give feedback Provide them resources to get further information www.roteskreuz.at
  • 8. Pakistan-Floods 2010 Online Communications Marketing und Kommunikation www.roteskreuz.at 8
  • 9. Webpage Start of www.roteskreuz.at/pakistan in the morning of Aug, 09 Establishing keyword „Pakistan floods“ at spende.roteskreuz.at and donation via mobile texting. Facebook NiN- -campaign Start of Web-Activities First Team Campaign-day Start NiN goes to Pak Marketing und Kommunikation www.roteskreuz.at 9
  • 10. Webpage 31 News about Pakistan until Sept, 10th. Marketing und Kommunikation www.roteskreuz.at 10
  • 11. Galleries Providing up2date images for journalists and interested web- users online. Totally about 125 pictures online, most of them in highres- quality for media. Marketing und Kommunikation www.roteskreuz.at 11
  • 12. Podcasts, OTs 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. Mp3-Services for radiostations and interested interneal and external audiences. Marketing und Kommunikation www.roteskreuz.at 12
  • 13. 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. Marketing und Kommunikation www.roteskreuz.at 13
  • 14. going social Marketing und Kommunikation www.roteskreuz.at 14
  • 15. 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. Marketing und Kommunikation www.roteskreuz.at 15
  • 16. Twitter Our twitter-channel(@roteskreuzat) is another web2.0 channel for informing about Austrian Red Cross and its activities. Marketing und Kommunikation www.roteskreuz.at 16
  • 17. www.roteskreuz.at Facebook Marketing und Kommunikation 17
  • 18. Facebook Started Jan, 14th, today: 14.299 fans Marketing und Kommunikation www.roteskreuz.at 18
  • 19. Facebook roteskreuz.at November, 30 2010 2% 55+ 5% 45-54 11 % 35-44 27 % 25-34 44 % 18-24 11 % 13-17 www.roteskreuz.at 19
  • 20. Facebook Fanpage www.facebook.com/roteskreuzat or facebook.roteskreuz.at campaign We called for changing profile pictures to the redcross‘ Pakistan sujet to improve the awareness about the ongoing floods in Pakistan. More than 150 people changed their pictures. Press-release Marketing und Kommunikation www.roteskreuz.at 20
  • 21. Youtube The youtube-Channel of Austrian Red Cross is used for publishing Federation (and ICRC)-Videos (sometimes with German synchronisation) and our own videos. Marketing und Kommunikation www.roteskreuz.at 21
  • 22. AdWords Started in the middle of august.. Most effective ad: CTR up to 3 % 250.000 Impressions Marketing und Kommunikation www.roteskreuz.at 22
  • 23. Austrian Red Cross: May 2010 Facebook 10.583 fans StudiVZ 2.243 members Youtube 55.555 hits Xing 518 members Summe 69.275 contacts Marketing und Kommunikation www.roteskreuz.at 23
  • 25. our strategy and tactics Marketing und Kommunikation www.roteskreuz.at 25
  • 26. social media? Marketing und Kommunikation www.roteskreuz.at 26
  • 27. 360° communication strategy being available at many channels with relevant information (for the target audience) at the right time Marketing und Kommunikation www.roteskreuz.at 27
  • 28. 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. Marketing und Kommunikation www.roteskreuz.at 28
  • 29. What about me? Marketing und Kommunikation www.roteskreuz.at 29
  • 30. Use Your Networks Use Facebook as a tool to stay connected Use Facebook to show pictures about the situation in the field Use Facebook as a tool to tell about your job and get in dialogue Marketing und Kommunikation www.roteskreuz.at 30
  • 31. Calling home Is there anything interesting, unexpected, funny, … happening abroad you want to tell the world? Call +43 1 58900 600 We use your Voice to create Podcasts and we will serve the media. Marketing und Kommunikation www.roteskreuz.at 31
  • 32. Look at others 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/ Marketing und Kommunikation www.roteskreuz.at 32
  • 33. www.roteskreuz.at Start blogging! Marketing und Kommunikation 33
  • 34. Redcross-Blog blog.roteskreuz.at/einsatz Adding personal touch to Redcross Information. Personalisation as technique to bring stories close to the reader Reading about humans and their personal points of view instead of abstract huge numbers of affected. Marketing und Kommunikation www.roteskreuz.at 34
  • 35. Tips 1 Web surfers interact with a web site differently than they would a newspaper or a magazine. • 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. Marketing und Kommunikation www.roteskreuz.at 35
  • 36. Tips 2 It is difficult to write content that is fresh, interesting and appropriate. • Speedlinking. • Quoting. • Entertaining. • Questioning. • Updating. • Newsreading. • Recycling. • Guest-posting. • Announcing. Marketing und Kommunikation www.roteskreuz.at 36
  • 37. rules and regulations Austrian Red Cross Social Media Policy (German) Social Media Guidelines for IFRC staff (as general Overview) Marketing und Kommunikation www.roteskreuz.at 37
  • 38. „DON‘T PANIC!“ Douglas Adams, The Hitchhiker‘s Guide to the Galaxy Marketing und Kommunikation www.roteskreuz.at 42 38
  • 39. Kontakt Österreichisches Rotes Kreuz Marketing und Kommunikation Thomas Marecek Thomas.Marecek@roteskreuz.at Gerald Czech Gerald.Czech@roteskreuz.at Blog: blog.roteskreuz.at/redcrosswebmaster Bilder: Marketing und Kommunikation www.roteskreuz.at 39

Notas del editor

  1. Titelseite 14.12.10
  2. http://www.youtube.com/v/lFZ0z5Fm-Ng?fs=1&hl=de_DE&rel=0&hd=1&color1=0x3a3a3a&color2=0x999999 14.12.10
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  10. Wurde am Freitag, den 15. Jänner in der Nacht gestartet. bis zum 26. Jänner 4.683 Fans. Bis Mai: über 10.000 bis heute: 14172 14.12.10
  11. Demographie der NutzerInnen 54 % der Fans unter 25 81 % der Fans unter 35 42 % Frauen, 58 % Männer 14.12.10
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  15. Quelle: Metacommunications für Horizont. (http://www.horizont.at/newsdetail/news/social-media-hinkt-in-oesterreich-hinterher.html) Achtung: Zahlen von APRIL oder MAI 14.12.10
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  18. Successful participation, however, requires not only grassroots activity but also a different leadership approach: senior executives often become role models and lead through informal channels. Vgl. http://blog.roteskreuz.at/redcrosswebmaster/2009/02/19/kritische-erfolgsfaktoren-fur-web20-implementationen/ 14.12.10
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