Brasil/Lusophone - Development Networks

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Mission


CI Overall



Convening the communication and media for development
community for more effective local, national, and international
development action




Mission


Brasil/Lusophone

(draft)



Convening the communication and media for development
community for more effective local, national, and international
development action in Brasil, Angola, Mozambique and other
Lusophone countries




Who?



People and Agencies using media and communication strategies to
address development issues


Boundaries?



Media


Radio

TV

Digital/Online

Live Performance

Print

Mobile/Cell

Visual Arts

Music

etc



Communication

Strategy


News

Information

Entertainment

Dialogue

Debate

Social
Organisation

Advocacy

Journalist engagement

etc


Issues


Economic Development

Human Rights

Social Inclusion

Social Equality

Health

HIV/AIDS

Sex and Repro Health

Education

Media Development

Children, etc

Customised for Brasil/Lusophone Context and Priorities


Why?



Why are media and communication strategies so important



Which can (only)
happen through

Radio; TV; Digital;
Online; Live
Performance; Print

Mobile; Cell; Visual
Arts; Music; News

Entertainment;
Journalism; Theater;
etc



Requires...

Increasing Knowledge

Voices of those affected

Increased Information

Public Engagement

Public Debate

Social
Organisation

Private Dialogue

Behaviour

Change

Social Norm change

Cultural respect..

..and challenge

etc

Effective action

on the priority issues

Economic Development

Human Rights

Social Inclusion

Social Equality

Environment

Health

HIV/AIDS

Education

Media Development

etc

Horizontal

Linkages

Real Time

Knowledge and

Information

Peer

Review

Strategic

Thinking

Partnership

process

Change

Strategy

Policy

Norms

and Culture

Services

Science

Organisation

and Voice

Balance


Key Strategic Principles


Some of the
key strategic principles

include:


Of course can amend for Brasil/
Lusophone

context and possible process



This is increasingly a
socially networked world



organisations will be
complemented by networks


The CI is a network.



Accurate and well written summaries

of knowledge shared by the
network


there is information overload


in that context it adds significant
value when there is knowledge that can be quickly read, digested, and
assessed.



There is general agreement that too much of development is vertical with
unconnected issue “silos”


The CI process is structured in its strategy and
activities to ensure that
people working on one issue are linked to and
can learn from those working on other issues


and vice versa.



Key Strategic Principles

(cont’d)




This is increasingly a
digitally connected world



the business of
development will more and more be done through mobile and web
technologies


The CI is part of that movement.




The
nature of development knowledge is changing



it is
increasingly democratised



now knowledge can flow from all parts of
the development spectrum


from small, local agencies to leading
academics to all other parts


The CI acts as nexus for this process.




Horizontal communication will increasingly trump hierarchical
communication



whether related to development issues or within,
between, or about agencies
-

this is and will be a horizontal world.


These 6 strategic principles are inherent in all work undertaken by The
Communication Initiative.



STRATEGIC

FOCUS


“agency”


BBC WST

.



NETWORK

-

AGENCIES

AND

PRACTIONERS


“scale”


Substantial
existing
network


EXTENSIVE

KNOWLEDGE
-
SHARING BASE

“wheels”

Both network
submitted and
focused
research


REVIEW

PROCESSES


“what works”


Ratings

Comments

Top 5s




SOCIAL

NETWORK

PLATFORM


“connections”

“reviews”

“blogs”


Web 2.0plus






AGGREGATED

NEWS


“real time,

relevant

news”


Narrowcast






COMM

PLATFORMS


“regular
sharing”

E
-
magazines

Theme sites



Added Value:

Strategy and Programme


The Communication Initiative Capacities

Partner Branding

Convene the
Brasil/Lusophone
Communication and Media
Development community to
support their economic,
social and human rights
development strategies and
actions

Brasil/

Lusophone

process

Knowledge Gathering,

Organising, Sharing and Mapping



eg


all strategic

thinking related to…


Partner Organisation

and Staff: Communication,

Dialogue and

Interaction



eg “can

anyone

help with?

Positioning

and profile
at scale to

relevant development


audience

Horizontal reporting and updates

process
so that all

feel in loop


eg “our recent

experiences on

household decision

making related to maternal

health services”



Internal Peer Review

processes
related to

Assessing “what works”;

is promising; requires

attention; provides best

evidence; etc


Partner branding



Added Value
:

Coordination

and Positioning



Present Brasil/Lusophone Engagement


some insights


o
2,500 plus have already joined
the network
from Brasil (mainly), Angola,
Mozambique, Portugal, Guinea Bissau


so recieve weekly and bi
-
weekly e
-
mags


o
Over 2,000
knowledge summaries
of strategic action, programmes, research,
events, materials, etc from those Lusophone countries (but in Spanish/English)


o
Many individual
user sessions

over the past 24 months from Lusophone
countries


eg 9,807 user sessions from Brasil; 1,327 from Mozambique; 349
from Angola; 3,194 from Portugal; 57 from Guinea Bissau


(Total = 14,734 = 20 per day for each of the 730 days)


o
Present strategic partner in Brasil


ANDI
; plus working partnership with
UNESCO Brasil
; and Brasil related interest from
UNICEF TACRO


o
Social Networking process in Portuguese


provides the base as proof of
principle re language


o
In 2 weeks
200 plus people from Brasil
-

over and above the conference
registrants
-

joined the ICT for Education social network


Overall CI Performance Insights



o
A
partnership

of 28 organisations (with others interested).


o
A
network

of 80,000 plus people and organisations.


o
2,750,000 individual
user sessions

over the past 12 months.


o
Full geographic and organisational coverage


over 200 countries

and
over 5,000 organisations.


o
Two strong regional processes in
Latin America and Africa.


o
Heavy
developing country presence



over 65% in non
-
OECD countries
and fastest growing element of network in those countries is non
-
capital city,
free email address, local language organisational name.



Performance Insights

(cont’d)


o
A series of
theme sites

that focus on the communication and media role on
priority development issues and specific areas of the communication and
media development community of work


e.g., HIV/AIDS.


o
A high profile and leading role in
advocating

for the communication and
media for development field with policymakers and funders.



o
A set of closely related
brands

that are well known and carry high quality
connotations.


o
Significant use of CI resources in academic settings as
learning, teaching,
and course materials

and resources.


o
A very
sophisticated and modern technical, online platform



web 2.0.



Performance Insights

(cont’d)


o
The network shares


without qualification



the full range of their
experiences, knowledge and perspectives.


o
CI has become a
locus point



point of identification


for this field of work.


o
35,000
custom written summaries

of knowledge in the communication
and media for development field


a balance between submissions from the
network and researched knowledge


all accuracy checked with network
contributors.


o
A substantive set of
interactive processes

that engage the network and
share their views, opinions, and analysis


discussion forums, page reviews
and ratings, polls, surveys, etc.


o
Proven ability to boost the online knowledge of others

in this field


e.g., over past 12 months “sent” 400,000 users from CI sites to other
communication, media, and general Development sites.


Performance Insights

(cont’d)


o
Strong and still growing engagement of
media



over 5,000 journalists in
the network.


o
Strong and still growing engagement of
people and organisations not
centrally involved in communication and media for development



the
policymakers, funders, academics, and technical experts in other areas who
make up 35% of The CI network.


o
Compelling and significant feedback from the network review that The
CI is making a difference

with regard to improving the quality, scale, and
effectiveness of communication and media for development action


see,
for example, the user survey (see below
-

can provide further details).



Performance Insights

(cont’d)



According to a survey of The CI Network:




86 % had used The CI to improve their work




49% had initiated an exchange/dialogue with peers prompted by a CI ‘item’




88% of that group regarded the exchange as positive for their work



61% of the overall sample rated the CI as a 7 or better on a 10 point

scale with 1 being “of no value” and 10 being “extremely valuable”



...with 84% rating The CI a 5 or better on that scale




33% of the sample group of CI network members had contacted someone else
in the network. That would equate to 13,359 people over the past year. And 61%
had contacted people 2 to 10 times
-

so somewhere in the range of 26,000 to
130,000 contacts for the purpose of network members improving their work.


Performance Insights

(cont’d)


o
Thus far,
45% of the ratings
on knowledge summaries in response to the
question "How useful did you find the knowledge and contacts on this page
to your work?"
were a 5 for "Awesome"
(other options are Great, Good,
OK, and Poor). There are over 60,000 ratings registered to date.


o
In the past 12 months,
on over 400,000 occasions users have accessed
the external links

associated with each knowledge summary
-

this is the in
-
depth source knowledge
-

you have to be very interested and engaged to
go that deep into The CI process.


o
All trends are up


a 20% growth in site use when comparing the two most
recent 12 month periods; 6,000+ new network members over the past 12
months; subscribers outmatch un
-
subscribers by a 25 to 1 margin; and so
much knowledge is being submitted by the network to be included on the
website that it has to be prioritised and placed in a queue.


Why not do this as a purely
Brasilian

initiative?


Why do this through The CI platform and process?


Of course this is your call!

But some inputs into that decision from our perspective!



1.
The platform is there, extensive, tested in real life and
customised

for communication and media for development


from site
architecture to taxonomy


2.
From that base it is comparatively easy to modify the platform and
process to
Brasilian
/
Lusophone

language, context, priorities and
interests


eg

localisation
,
theming

and taxonomy


3.
Control would be here in Brasil with team implementing


use and
adapt the platform as you wish


from content to technical
modifications


through administrative permissions



Why not do this as a purely
Brasilian

initiative?


Why do this through The CI platform and process?


(continued)


4.
Links the
Brasilian
/
Lusophone

work to a Global process


would
not be potentially by itself


5.
Already a network and knowledge base


not starting from scratch


6.
Already a brand that can be
utilised



a brand that has a
connection and meaning related to this field and this work


7.
Technical and content experience that can be shared to jump start
the process


8.
And of course…the other
Lusophone

countries



Platform capacities


some insights



-
Drupal

6


full Open Source social networking and knowledge management
platform


-
Highly customised by The CI for this field


-
35 theme sites


eg

parse whole site for just Media Development


-
600 plus taxonomies


describe and tag the knowledge


support filtering
and organisation


-
12 templates for different types of content


eg

evaluation data; events;
programme initiatives


-
Peer review comments and ratings system


-
Top 5s or 10s


how the community rates knowledge


eg

all related to
HIV/AIDS


Platform capacities


some insights (
contd
)



-
Polls and Survey functi
o
nality


-
Network participants full profiles


from photos to profiles and permissions


-
Participant’ s control over own engagement through won accounts


eg

email notifications; role updates


-
Private contact between network participants (no emails)


-
Developed set of editorial policies (can be amended for here)


-
At scale e
-
magasine

distribution process (
eg

Son de
Tambora

over 40,000
subscribers)


-
Group dialogue process


eg

ICT for Education


includes ability to start
own groups


Platform capacities


some insights (
contd
)



-
Full e
-
commerce process


-
Ability to customise themes and sites to specific requirements


eg

see
Fragile Contexts and Polio


-
Defined but flexible knowledge sections


-
Network database


over 100,000 entries with over 600 possible codes


so
niches possible through filtering


-
Video and audio presentation associated to summaries and by self 9Not
streaming)


-
Events Calendar (with direct submission
avakilable
)


-
Direct submission possible across all elements of process


Platform capacities


some insights (
contd
)


-
User permissions for different access (
eg

a private part of a theme site)


-
Partner priorities reflected


use of blocks


-
..and much more



And much more
-

a platform


like a series of digital puzzle pieces to be
configured as used as helpful to a strategy and process


but integrated and
deriving from one platform base