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User Generated Campaigns That Work: Media That Moves Millions

USIP

Have you heard of Kony 2012, Half The Sky, Text Haiti 9009 or “We are all Khaled”?

They were all massive movements fueled by social media, inspiring the masses through user generated content.

Zoomph had the honor of participating as a sponsor to the Media That Moves Millions Act on February 28, 2013 which took place at the U.S. Institute of Peace. The event featured a gathering of tech savvy peacebuilders and change agents at the forefront of innovation, including: Nicholas Kristof, journalist, author, op-ed columnist, and a winner of two Pulitzer Prizes; Ben Keesey, CEO of Invisible Children; Frank Sesno, award-winning American journalist; Matthew Perault, manager for privacy and global policy at Facebook; and Alec Ross, senior advisor for innovation to the Secretary of State.

The event was fast-paced, and full of content. While Frank Sesno used his maestro-esque moderating skills to create riveting panel sessions; PBS NewsHour correspondent’s Hari Sreenivasan got to the heart of the digital conversation using Zoomph to moderate the online conversation in real-time, taking questions from bloggers, citizen journalists from around the world and providing a behind-the-scenes account of the event through a broadcasted livestream. Hari even created a blogpost about it on PBS NewsHour’s blog with a Zoomph widget displaying Tweets from the event.

How Media That Moves Millions used Zoomph

Through Zoomph the Media the Moves Millions team launched Event Displays streaming Tweets and Instagrams by tracking the key term #GlobalDiplomat on social media the day of the event. With potentially 17.5 million impressions and a sum total of 1,645 Tweets and Instagrams, it was clear the event had a huge digital presence with a large audience.  The event had a Event Display featuring Zoomph on stage behind, Hari Sreenivasan as he hosted the online conversation and broadcast, as well as on the main screen as moderators addressed the online questions. Zoomph was also used to curate content, find questions from Twitter, and share the analytics in real-time throughout the event to the audience. Once collected in Zoomph, the team identified the key influencers through our analytics and stats.

Influencers

Through ZPoints we were able to clearly identify the most influential people within the conversation. We factored the author’s relevance, authority and trust in the conversation, as well their influence and engagement on the conversation.

Top Influencers Ranked by ZPoints:

  1. @PBS (2,959 ZPoints)
  2. @Half (1,309 ZPoints)
  3. @Hari (911 ZPoints)
  4. @IndependentLens (882 ZPoints)
  5. @Newshour (573 ZPoints)

By assessing the top influencers, through ZPoints (Zoomph’s influencer ranking system) we can quickly identify what is important to the online crowd following #GlobalDiplomat. ZPoints indicates the author’s most influential posts were the ones that introduced people to the topic, and invited the online crowd and event attendees to join the conversation.

Influential Topics

We also looked at the top themes. The conversation’s top themes were most driven by two categories. First, Ben Keesey, the Invisible Children organization and their campaign Kony2012; and second, Nick Kristof’s and his Half The Sky movement. Coincidently both founders remarked they both can attribute much of their campaign’s success to Oprah and her willingness to promote their campaign and thank her ability to find stories topics to surface.

More about the Event

The United Institute of Peace (USIP) and the Independent Television Service (ITVS) presented the Media that Moves Millions an event that looks at the unprecedented phenomena of user-generated media campaigns that have inspired masses of participants and rocked political. For more information.

 

Word Cloud USIP

– See more at: http://zoomph.com/blog/user-generated-campaigns-work-media-moves-millions#sthash.yzrtJOTV.dpuf

Topics:
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Events Management
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Activation & Engagement
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