Online Campaign for Raise Your Voice

8/3/2019 Online Campaign for Raise Your Voice

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Raise Your Voice online campaign video

by Paul Darwynn Garilao

A case study


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Introduction

Pinoy online community

Methodology

3

5

7 n ne s a e o er engagemen

Final word

Video analytics

content

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Social media is a good platform to advance advocacies that

will yield to positive impacts for the community. My friend

Alfonso Orioste, Jr. and I recently won in the CNN/YouTube

Debates, an online voting contest, to raise awareness about

climate change for the UN Climate Change Conference. We

submitted our entry called Raise your voice by Filipino

environmental advocates.

Fili inos are ood in rall in ood causes online. Accordin

If you are online,

you are in social

media (Universal

McCann).

Introduction

to a 2008 study by Universal McCann, 83 percent of Filipinos

surveyed are members of a social network, making the

Philippines the social networking capital of the world.

With this, we used strategies to garner more votes to win theonline campaign. This case study presents the strategies we

applied and how we capitalized social media platforms. We

share this to PR and social media experts as for them to learn

from our online experience.

Enjoy reading. Godspeed!


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PINOY PRIDE


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The Pinoy online community in good times

Raise Your Voice

campaign for

CNN/YouTube

Debates on

climate change.

Marc Torres was a

China expat who

obtained second mostnumber of online

votes. As a reward, he

joined other 7 expats

to carry the torch

during the Beijing

Olympics 2008.

CNN Hero EfrenPenaflorida

garnered the most

number of votes

out of 2.75 million.

Google-Guggenheim

finalist Jun Raymundo

had second most

number of votes forhis bamboo

architecture . This was

held last October

2009.


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There was a time when

Maguindanao trended on Twitter.

The Filipino online community

condemned the brutal killings and

shared their condolences to the

bereaved families.

The Pinoy online community in bad times

With the strong and dynamic

presence of Filipinos in the

cyberspace, they can rally thegovernment and private sectors to

share relief goods to the victims of

Ondoy typhoon, as well as generate

thousands of votes to win a Pinoy

contender in a global tilt.During the Ondoy tragedy, online

users tracked down areas that need

assistance via Google Earth.

Source: Google maps


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Methodology: How we did it?

Between November 6 and 30, 2009, we tracked down social media platforms to

determine articles and blog posts about the video campaign. Searching online is

our method to catch online news reports. To get a precise number of bloggers

who discussed our campaign, we searched via the Google Blog Search as this

application limits searches on the blogosphere.

From time to time during the campaign period, we search related topics on

Twitter to determine real-time conversations about our video campaign. Most of

the tweets are connected to online sites and blogs. To estimate the number of

Facebook users who campaigned for the video, we tallied the number of online

users. But this is just a quick and unscientific way of determining conversations.

For the video analytics, we obtained the data from the YouTube channel that has a

scientific way of tracking viewership. It yields the breakdown of number of viewers

across the world, video engagement (how they find the video), and the ups and downs

of viewership.


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ONLINE

STAKEHOLDER

BLOGS

MICRO-

EMAIL

BLAST

OFFLINE

PULL

ENGAGEMENT

SOCIAL NETWORKS

ONLINE

MEDIA

ONLINE

MEANS


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Blogs are as powerful as online news sites and a number of professional

bloggers attract thousands of viewers. According to Universal McCann

Wave 3 study published in 2008, the Philippines has 90.3% blog

readership, second to South Korea with 92.1%.

Realizing the impact of blog readership, we penetrated the blogosphere

to campaign for this advocacy. Based on Google Blog Search, at least 14

bloggers (professional and amateur) discussed and campaigned for the

video Raise Your Voice.

BLOGS

Source: Universal McCann Wave 3 study


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BLOGS

Our campaign video first appeared

on blogosphere. Anton Diaz ofOur

AwesomePlanet.com blogged this

during the first week of online

voting. From his online influence

a one, Anton as 5,624 su scri ers

in his Typepad blog, 3,024

Facebook friends, and 1,559

Twitter followers in which a

significant portion participated in

online voting.

On the other hand, Pinoy Green

Academy blogged about the video

twice for first and last week.


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BLOGS

Learning key points:

1. Give bloggers press releases

that are tweaked for online

posts. Include catchy keywords

and specify the hyperlink ofthese certain keywords.

2. Pitch to bloggers who share

the same advocacy with your

campaign or brand. We shared

this to Pinoy Green Academy, a

blog that advocates for

environmental protection.

3. Like in media relations,

establish relationship with

bloggers. We personally know

four bloggers who featured the

video campaign.


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As majority of cyberspace consumers

moved to Facebook so did the Filipinoonline users. Janette Toral of Digital

Filipino shared, Checking

out AllFacebook of Philippine-based

users yields around 611,000 to 612,000

log-on everyday since March 1, 2009.

No doubt, Facebook served as a good

SOCIAL

NETWORKS

.

our estimate, there are at least 600

online users who linked the campaign

on their Facebook pages.

Conversations about climate changehave been raised by Facebook users.

They shared the simples steps that

they are doing to combat the effects of

climate change.


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SOCIAL

NETWORKS

Organizations that have Facebook

accounts campaigned for the video. Theyinclude Tiktok Pilipinas, Homesick Pinoy,

Tourism Philippines, Greenpeace

Philippines, Definitely Pinoy, and EON Inc.


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SOCIAL

NETWORKS


1. Use the various features of

Facebook. For the marathon

voting, we applied the schedule

feature and invited online users to- .

Upload photos that highlight the

campaign

2. Creating a fan-page is helpful as it

determines the number of

followers.3. Always update the status message

as to keep the campaign rolling.

Share links and updates about the

advocacy and/or campaign if

there are blogs or online news

reports published.


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ONLINE

MEDIA Pitching press releases to onlinemainstream media creates buzz about

the campaign as they have wide

number of audience share.

During the online voting, there are 12

news reports and features about the

Raise Your Voice campaign.

GoodNewsPilipinas.com featured the

article twice - during the first and lastweek of voting.


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ONLINE

MEDIA


1. Like in the traditional PR

campaigns, send press

releases to online media

as to attract a big portion

o au ience s are.

2. Make sure that the link on

the online news sites will

direct the readers to your

campaign platform.

3. Link the online newsreports to social

networking sites and

share them via e-mail to

activate more online

participants.


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Twitter serves as a platform to link

blogs and news articles about the

video. We connected our Twitter toour Facebook sites for fast u loadin

MICRO-

BLOG

of information.

When the GMANews.tv published an

article about the campaign, this has

been tweeted and re-tweeted by

others 8 times after a few minutes.

There are at least 40 tweets about

the Raise Your voice campaign in a

span of two weeks.


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1. Connect to Twitter users

who have significant

number of followers.

Manolo, for instance, has

4,548 followers.2. Make sure to publish

MICRO-

BLOG

creative tweets as to

catch the attention of

followers.

3. Always update the status

message as to keep the

campaign rolling. Sharelinks and updates about

the advocacy and/or

campaign if there are

blogs or online news

reports.


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E-MAIL

BLASTAccording to Gail Goodman of

enterpreneur.com, social networks are agreat way to make casual connections with

potential new customers. But these networks

lack the direct communication of e-mail. So

we included e-mail in our strategy.

Based on our experience in campaigning, e-mail blasting is immediate to reach the

older generation. At least two people who

replied in our e-mail campaign have ages

ranging from 35 and above. But this doesnt

suggest that the Generation Y is not reading

e-mails.

In our approximation, more than 15,000

online users received the e-mail that we

blasted since the start of the campaign.


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E-MAIL

BLAST


1. Since inboxes are usually

filled with spams, be sure

that the e-mail messages

do not appear as such.

2. Limit e-mail messages to

200 words, highlight,

include hyperlinks (as

shown at the left).

3. E-mail blasting to e-

groups captures a wide

number of audience.4. Send e-mails about online

news reports to heighten

their interest on the

campaign.


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OTHER

ONLINE

MEANS

Use the YM status

message for campaign.

Send messages via

instant messaging.

Share the campaign on

message boards like the

Pinoy exchange forum.

Ask a message board

frequent user to publish

as e s e s a rea y

popular in the forum.

The video campaign may

not only be uploaded on

YouTube but also on

other user-generated

video sites like MetaCafe.

Our video was uploaded

on video.liveearth.tv.


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OFFLINE

PULL

The video was shown in some

occasions: University of Sto. Thomas -

College of Nursing during an

environmental awareness seminar and

youth anniversary of a Christian church.

At east t ree news reports were

published on print.

The campaign was aired on ABS-

CBN Balitang America.

We asked for the support of schools like

De La Salle University- Manila.

DWIZ 882 aired a report about the

campaign.

Philippine Star

(front page)

November 16


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OFFLINE

PULL


1. Offline pull must be converted to online

push. For instance, inform the audience

that the print reports have online

versions that you may inform theaudience.

2. For events and press conferences, always

highlight the purpose of the online

campaign. If it is to gather online votes,

share the process to the audience aside

from showing to them the campaign

material.3. Tap companies, organizations, or

agencies which can promote the online

campaign. Approach such organizations

that has the same advocacy with your

campaign.

Offline to online. After airing the ABS-

CBN Balitang America feature on

November 12, 2009, we immediately

recorded it and uploaded on YouTube.

Somehow, the video served as a

campaign material as it highlights theprocess of voting.


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VIDEO ANALYTICS

The video reached 3,802 views at the end of the voting. It is important tounderstand the viewership or audience share to track down its connection to

social media platforms where we campaigned for this video.

In theory, there are online users who voted on the site and after which clicked

on the Youtube link to watch the video on widescreen. On the other way around,

there are users who found the video first before logging in to COP15 site to vote.

Source: www.youtube.com/cop15


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VIDEO ANALYTICS

This is the breakdown of viewers for our

video between November 6 and 30,

2009 when the period of voting

occurred. As expected, majority of

viewers are from Philippines (68%)

followed by US (21%).

While the YouTube cannot provideinformation on breakdown of voters the

68% audience share from Philippines is

an indication that a significant portion

voted from Philippines.

The 21% audience share in US is partly

from the help of World-wide Filipino

Organization that is affiliated with Fil-

Am organizations. The community

advocate from California who

campaigned for Efren Penaflorida also

campaigned for our video.

Source: YouTube video analytics


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VIDEO ANALYTICS

Hear is a breakdown on how our viewers found this

video. 62% is credited for external links and 16% forembedded player - an indication that our viewers found

this from different social media platforms where we

massively campaigned the climate change video.



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VIDEO ANALYTICS Viewing one of the discoveries inanalytics, we observe that the video is

embedded on online media like ABS-

CBN and GMAnews.tv and blog

platforms like OurAwesomePlanet.net.



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VIDEO ANALYTICSYouTube: The ups-and-downs of viewership at each moment in your video, compared to videos of similar length. The

higher the graph, the hotter your video: fewer views are leaving your video and they may also be rewinding to watch

that point in the video again.

Audience attention is an overall measure of your videos ability to retain its audience.

This analytics indicated the introduction of our video is not much catchy but it ended

with a thought provoking statement as the line peaked. We recommend to

producers of user-generated videos to shorten and tailor-fit their videos to short

attention span audience.



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Final word

It is not about the social

media platforms but the

number of relationships

you have in those

platforms. The social

Connect Use social media platforms to

create dialogue with viewers/

consumers.

Track opinions in blogosphere and

micro-blogs.

Establish rapport with influential

bloggers and Twitter users.

Allow viewers to interact with

your campaign or brand.or ente nternet s a

massive opportunity for

advocacies, brands,

advertisers, and marketers

if embraced properly. Useplatforms that will suit

your campaigns.

Offline activities must be

integrated with online community.

Participate Develop widgets, applications, andplatforms where consumers can

participate and share their views.

Be innovative in connecting with

consumers and make sure to create

interactive campaigns.


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for questions, send them to

aul arilao mail.com

Online Campaign for Raise Your Voice

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