Water in a Digital World The Effects of Digital
GLOBAL STATISTIC
THE DIGITAL EFFECT
#METOO
#METOO Started 10 years ago by Tarana Burke Made famous today by Alyssa Millano, hollywood actress and social media influencer Adopted Internationally with millions of women using the # Earned organic PR, globally.
GIFGOAT
#BringBackOurGirls
#BringBackOurGirls 276 girls abducted by Boko Haram in Nigeria In the first month, the hashtag #BringBackOurGirls was used over 1 million times on social media. Michele Obama posted her own selfie Politicians around the globe took notice and special task force was created to battle Boko Haram in Nigeria with aid from England, USA etc
DIGITAL LANDSCAPE OF PAKISTAN
OVERVIEW INTERNET PENETRATION 198 Million+* TOTAL POPULATION OF PAKISTAN 46 Million* ACTIVE INTERNET USERS IN PAKISTAN 30 Million* ACTIVE SOCIAL MEDIA USERS 47%* GROWTH IN SOCIAL MEDIA USAGE FROM MOBILE 140 Million* MOBILE SUBSCRIBERS 16%* OF THE POPULATION USES SOCIAL MEDIA THROUGH MOBILE PHONES 51%** OF INTERNET USERS ACCESS WEB THROUGH MOBILE PHONES **Propakistani *3 rd Party Reports
MOBILE IN PAKISTAN 140 Million* Mobile Phone Users in Pakistan 46 Million* Active Internet Users 45 Million* Mobile Internet Users 3G and 4G 30 Million* Broadband Subscribers 47%* Growth in Social Media Usage from Mobile *Source: 3 rd Party Reports, October 2017 *http://www.pta.gov.pk/index.php?itemid=599
SOCIAL MEDIA LANDSCAPE 33 Million 4.2 Million 3.5 Million 31 Million 4.9 Million 350,000 0.4 Million *Source: Facebook & Linkedin and 3 rd Party Reports
DEMOGRAPHICS - FACEBOOK Total no of users on FB 30 Million 31% 69% Male Female *Source: Facebook
Digital Happenings in Pakistan
What Can We Do?
#WATERWARRIORS
Water Warriors Website http://waterwarriorspk.com/
Further Recommendations THE NEXT STEPS
Strong visual storytelling. Studies show people read only about 20% of today s web pages and are driven more by an image or video content than they are by a text-based, fully rational appeal.
Recommendation: - Create a compelling music Video-documentary in partnership With established millennial brands such As Patari to run on multiple channels
Engage Influencers. Any marketing campaign that involves celebrities has a higher reach and a much larger growth scale, with organic interest. Influencers such as Fawad Khan, Mawra Hocane etc can create awareness in a very effective and fun way.
Engage Influencers Recommendation: Invite Top Celebrities to take-over the social Media assets for a period of 24 hours The celebrities can talk about how they conserve Water and what water conservation means for The environment
Engage The Young Minds of Pakistan. All across the globe, the best ideas in tech and engineering are coming out of young, fresh graduates. Empower Pakistans educated youth to believe in their ideas and start thinking about how tech and innovation can be huge supports for environmental change
Host a Hack-a-thon in Pakistan, inviting and empowering young Engineers, tech/it students, Environmentalists etc to bring forward innovative ideas that could help conserve water Water For All Develop Apps and tools to help civilians understand and track their water usage in their daily lives
Invest in Paid Media. With Social Medias organic reach at an all-time low, it s becoming even more important for causes to join in the pay-toplay game if they want to make sure that their messaging is reaching the right digital audience.
Recommendation: Urge Multinationals across Pakistan to get involved in Banner-Ad messaging by co-branding native advertising
What Can Corporations do?
What is the role of big businesses in all of this? Join as partners with water conservation campaigns Have Senior management join as judges, investors, champions of the water conservation movement Educate and engage employees through web and apps Pledge online to become a water warrior organisation
Thank you