Jordanian Approach to Social Media Communications

Transcription

1 Jordanian Approach to Social Media Communications Anoud Al-Zou bi Yasmin Majali 1

2 Jordan s Profile - Total Area: 89,213 Km 2 - Sea Port: Aqaba - Coastline: 26 Km - Population: 6.5 million (2014) 60% (15-64) 35% (below 15) - Climate: Mediterranean & Arid Desert - GDP: $33 billion (2014) 2

3 Situational Analysis Energy Sector Jordan has two main challenges regarding its energy situation: - The growing energy demand on the one hand, - And the very limited domestic resources to fulfill this demand on the other hand. - More than 97% of energy resources have to be imported, - And this consumes 40% of the total annual Jordanian general budget.

4 JAEC s Current Projects Jordan s Nuclear Projects Human Resources Development Education Uranium Exploration Nuclear Power Plant Project 2NPP Research Reactor Subcritical Assembly 4

5 National Concerns The West is closing NPPs and Jordan is going ahead? Stop Jordan Project: We are not smarter than the Germans or the Japanese!!! Does Jordan need NPP? Is it safe in Jordan? Nuclear waste?

6 National Concerns NP requires lots of water, and we are a poor country in water. Why build NPP when we have renewables? 1GW NPP costs 10BJD same power can be produced by solar wind for 1BJD Siting the NPP close to residential areas causing many problems?

7 Communication Plan Marketing Plan 2014 Confidential

8 Communication Phases Communication will be implemented through: 3 phases that can overlap, the idea is to achieve short, medium and long term results, in order to achieve the needed attitudinal and behavioral shift: 1. Build awareness, inform and educate 2. Engage different stakeholders 3. Empower them to advocate the project

9 Communication Phases

10 Umbrella Strategy Statement The nuclear energy is a vital safe non-replaceable part of the Jordanian energy mix.

11 Communication Strategies Strategies to be Implemented 2 Strategies: 1)Communicating the benefits and the need for nuclear energy through different channels. 2)Collective Innovation Strategy.

12 Communication Strategies We are now working in the Awareness Phase through different channels: -TV channels -Radio Stations -Newspapers -National Debates -Meetings with stakeholders -Social Media

13 Internet Users & Penetration The Extra Step. Needed Data to Draw the Road Map on Social Media

14 Social Media in Jordan The number of Internet users in Jordan reached almost 6 million by the end of the first quarter of this year By the end of March this year, Internet penetration stood at 76 per cent, according to a report by the Telecommunications Regulatory Commission (TRC).

15 Most Used Social Media Channels in Jordan Source: Arab Social Media Report 2015

16 Facebook

17 Facebook Users 1. Of the total Facebook users in Jordan, about 71% are aged between 15 and 29, while 75 per cent post comments in Arabic, according to the Arab Social Media Report. 2. The vast majority (89%) of current Facebook subscribers access the channel on daily basis.. Source: The Jordan Times 2015

18 Twitter

19 Twitter Preference for Twitter was low in Jordan 2%. Source: Arab Social Media Report 2015

20 Instagram

21 Instagram The preference for Instagram was low for users covered by the survey, as only (6%) of total users prefer it. Source: Arab Social Media Report 2015

22 Social Media in Jordan 64.5% of all people in Jordan use smartphones, with slightly more women than men and a focus on young people under 34 years. Geographically, Amman ranks first, but a significant number of persons in the Northern governorates also use smartphones as can be seen from the following chart:

23 Social Media in Jordan

24 Social Media in Jordan As a last emerging trend, games shall be mentioned: 44% of Jordanians play games with 69% of these doing it on a daily basis and 23% weekly. Again, with 81% using their mobile phone for gaming, this device is key. Especially young people under 24 years..

25 Social Media in Jordan These facts hold promising perspective for the nuclear sector to develop attractive gaming content which as a side effect is educating on using nuclear facts. As this field is very competitive and substantial investments are needed, it is worth thinking about cooperating with adequate, established game partners either to develop new games or integrate energy issues in existing games.

26 JAEC s Social Media

27 Official Website

28 Official Website

29 Facebook Pages Our Energy is Our Responsibility

30 Facebook Pages

31 Official Twitter

32 Official Twitter

33 Official Twitter

34 Official Linkedin

35 Uses of Social Media Awareness Phase

36 Interviews clarifying Status Quo

37 Meetings with Media Representatives

38 Replying to articles containing false allegations

39 Replying to articles containing false allegations

40 #facts: 30-second videos showing a nuclear facts MRw

41 Translated Articles from Foreign Press

42 Radio Interviews

43 TV Interviews with Nuclear Engineering Students

44 TV Interviews with Nuclear Engineering Students

45 TV Interviews with Nuclear Engineering Students

46 TV Interviews with Nuclear Experts

47 Interviews with Experts

48 The Support of Local Community s Figures

49 Nuclear Engineering Students Activities

50 Nuclear Engineering Students Activities

51 Nuclear Engineering Students Activities

52 Nuclear Engineering Students Activities

53 Press Releases

54 Articles from Supporting Journalists

55 JAEC s Activities

56 JAEC s Activities

57 Press Conferences

58 Visits of Parliament Members

59 Experts Meetings Clarifying Nuclear Facts & Figures

60 Interviews about Nuclear Medicine

61 Facebook Tracking Tools

62 Very Useful Facebook Tracking Tools

63 Very Useful Facebook Tracking Tools

64 Very Useful Facebook Tracking Tools

65 Very Useful Facebook Tracking Tools

66 Very Useful Facebook Tracking Tools

67 Very Useful Facebook Tracking Tools

68 Very Useful Facebook Tracking Tools

69 Very Useful Facebook Tracking Tools

70 Very Useful Facebook Tracking Tools

71 Very Useful Facebook Tracking Tools

72 Very Useful Facebook Tracking Tools

73 Very Useful Facebook Tracking Tools

74 Very Useful Facebook Tracking Tools

75 Very Useful Facebook Tracking Tools

76 Very Useful Facebook Tracking Tools

77 Social Media Plan

78 Procedures in dealing with Social Media A special committee with specific duties and responsibilities to feed the social media platforms. Clear standards for people working on social media platforms: - The main goals / Major topics / Target audience. - Dealing with negative and inappropriate comments / having a clear policy. - Needed approvals before posting. - Crisis management.

79 Crisis Management in Social Media Having a special committee to deal with crisis and any urgent cases or concerns, with specific role for each one in this committee, providing quick reactions and clarifications when needed.

80 Crisis Management Assigning a crisis master in each department, Checklist for Crisis: 1) Take ownership of the problem, show empathy first then clarify. 2) Minimize/Eliminate the root of the problem 3) Investigate, remediate 4) Explain

81 Crisis Management 5) Communicate, communicate, communicate (in a leading way) 6) Feedback after any crisis to evaluate the process and reactions and to identify areas for improvements.

82 Evaluation Monthly and quarterly meetings to evaluate modify and improve the plan. Clear documentation system for each and every step of the plan to minimize communication errors and to identify the responsibilities clearly.

83 Evaluation Points to Put in Mind Each action in the strategy should be evaluated according to the following criteria: 1) Relevance: refers to the extent to which the online presence is suited to the priorities of the stakeholders. 2) Effectiveness: measures the extent to which the posts attain their objectives. 3) Efficiency: relates inputs (time, money, and resources) to outputs (qualitative and quantitative).

84 Evaluation Points to Put in Mind 4) Impact: implies to analyze the positive and negative changes produced by the posts, directly or indirectly, intended or unintended. 5) Sustainability: is concerned with measuring whether the benefits of an activity are likely to continue.

85 Areas of Improvement from Our Experience - The graphs and photos have the best interaction from people on Social Media, much more than paragraphs written in words. - Shorter sentences. - Direct facts not opinions.

86 Be Direct - Benefit Ladder People don t want to buy a quarter-inch drill they want a quarter-inch hole Professor Theodore Levitt, Harvard University Marketing Plan 2014 Confidential

87 Areas of Improvement from Our Experience - External experts. - Engaging more people from the public. - World s experiences. - Avoid defensive mode and just clarify.

88 The End