power of smartphones and social media in animal awareness
DESCRIPTION
Presentation at animal awareness workshop at World Animal Groove Music Festival 2014 organised by Sarawak SPCA, Oct 24th-25th, 2014 at Borneo Convention Centre Kuching. YouTube Video credits: 1. Eldad Hagar, "Nala - Scared stray Pit Bull living in a ditch" 2. sciu89, "Run Walter, RUN!!" 3. GoPro: "Fireman Saves Kitten"TRANSCRIPT
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The power of smartphones and social media in animal awareness
~ Media and PR perspectives
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Digital media training
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The power of smartphones
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Cameras everywhere
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The numbers
100 hours of video uploaded per minute
1.3B active users16M in Malaysia
600M active users
200M active users
550M active users
43M mobile subscribersin Malaysia
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Cute pics of pets = Pass-along value
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Puppy killer video goes “viral”
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Characteristics of “viral video”
1. Acceleration: Speed wins.2. Amplification: A small issue
appears bigger than it is.3. Authentication: Or lack of it. If it
seems real people pass it on. (Some users increasingly fast at spotting fakes.)
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How it can go wrong: Poodle cruelty
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The wrong men identified
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Internet: Friend or foe?
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PR disasters
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Media reports on “viral videos”
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PR win
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Good news, get it out fastBad news, get it out faster
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Reactions in a crisis
POORDefensive – take
it personally
Decline to comment
Deny or lie
Deflect – taichi, play blame game
Downplay
BETTERAccept – that it has
happenedAcknowledge – to those
affected, media, publicAssure – show you care,
calm fearsApologize (if you have to)
and be specific, express regret, suggest remedy
ACT – assess your allies, plan your action, act out your plan
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Takeaways• REPUTATION: Video is going to impact your work in
profound ways. A single video can damage your reputation and spread like wildfire. Be prepared to respond.
• PERCEPTION: The perception of the public, how people view what you do, is just as important as what you do. Invest in training for PR skills, video skills, crisis comms.
• SOCIAL MEDIA: Plan and setup a social media presence: Facebook, Twitter, Instagram, YouTube, Vine. Use your social media channels to engage and provide feedback with your constituents, followers, fans, stakeholders
• ALERTS: Provide alerts and warnings through your Internet presence + email and WhatsApp.
• LEARN APPS: Take and post photos and videos daily -- useful skills to know.
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Fireman saves kitten
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“The greatness of a nation can be judged by the
way its animals are treated” ~ Mahatma Gandhi
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