DIGITAL FOOTPRINT 2013Europe and Central Asia

WHAT WERE OUR TACTICS IN 2013

• Do more with less

• Increase our region-wide footprint together with country offices

• Increase focus on multimedia

• Help develop more compelling narratives for our work

WE WERE RIGHT ON TREND

• Marketers want to learn most about blogging: While 58% of marketers are blogging, 62% want to learn more about it and 66% plan on increasing blogging activities.

• Marketers plan on increasing their use of YouTube (69%), Facebook (66%), blogging (66%), LinkedIn (65%) and Twitter (64%), in that order.

• YouTube holds the top spot for future plans. A significant 69% of marketers planned on increasing their use of YouTube.

Quotes from the 2013 SOCIAL MEDIA MARKETING INDUSTRY REPORT written by M I C H A E L A . S T E L Z N E R (May 2013)

SO WE INVESTED IN:

Regional Blog

Social Media Presence

Multimedia Storytelling

• Since August 15, 2013 almost all Country Offices in the region are using the new websites.

• Combined they have attracted: 307,526 visits,183,165 unique visitors who generated 860,934 page views.

• Moldova has had the lowest share of people leaving their website immediately: 34.77%. Impressive!

• Visitors spend the largest amount of time on Uzbekistan’s website - on average 4:40 min.

• And it’s also Uzbekistan’s website, where viewers dig the deepest, visiting on average 3.5 page per visit.

HOW ARE OUR COUNTRY OFFICE SITES DOING?

WHAT WERE THE RESULTS FOR OUR REGIONAL CHANNELS?

• Regional Website: we noted 8% more visits and around 11% more visitors coming to our site.

• Sources: Almost 11% of visitors come to our site from social media, in particular from: Facebook - 43% more than last year, Twitter - 14% more and LinkedIn - 60% more.

• Regional Blog: Voices from Eurasia became the most visited section of our website (37% of total views), followed by “our work” page (16% of views) and the home page. Our blog was viewed twice as many times as in 2012.

• The number of followers on both Twitter and Facebook has doubled.

• Each time we send our newsletter to almost 3,000 recipients, our blog notes on average a 27% spike in visits and our website gets 15% more hits.

OUR BLOG IN 2013

• Over 300 colleagues (including many guest bloggers) published 295 blog posts

• The number of page views grew from 90k in 2012 to 173k in 2013 - that’s 92% increase

• Our readers spent 16% more time viewing the page than they did in 2012 - it’s an average of 4:09 minutes per visit

HERE ARE SOME OF THE MOST ACTIVE COUNTRY OFFICES:

Montenegro - 17 blog posts

Ukraine - 13 blog posts

Cyprus - 12 blog posts

Serbia - 10 blog posts

Kosovo - 10 blog posts

Albania - 9 blog posts

Armenia - 9 blog posts

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Uzbekistan 25 blog posts

FYR Macedonia 19 blog posts

Bosnia and Herzegovina 18 blog posts

And more:

OUR WORK IS EASIER TO FIND

The blog makes our content more easily searchable.

In 2013 fewer people went to our homepage, and went directly to the content of their interest instead (28.89% increase).

We lost fewer viewers along the way.

OUR READERS GO DIRECTLY TO THE BLOG

53% more visitors came to the main blog page (instead of going directly to the post site) in search of new posts. !

Almost 40% of all pageviews of our website were blog pageviews. !

Readers spent more time on our blog than on any other section of the website (=online visitors learnt the most about our work from our blog).

OUR WORK IS EASY TO SHARE

123 shares

96 shares

130 shares

WE USED OUR BLOG TO PROMOTE: ENERGY EFFICIENCY

The fourth most popular blog post in 2013 was about energy efficiency !In 2013 we published 65 blog posts thematically linked to energy and environment written by 49 UNDP and several partner experts !

3 of the most popular blog posts in 2013 were about a data dive that we organized together with UN Global Pulse, Open Knowledge Foundation

Austria and Qatar Computing Research

Institute.

WE USED OUR BLOG TO PROMOTE: DEVELOPMENT 2.0

In 2013 we published 45 blog posts related to human rights issues. !They were written by 50 UNDP and several partner experts. !!

WE USED OUR BLOG TO PROMOTE: HUMAN RIGHTS

AND MORE… THANKS TO INVESTING IN

THE BLOG:

WE BUILT NEW RELATIONSHIPS

Christian Kreutz is the founder of Crisscrossed,

creator of WE THINQ and co-founder of the German

Open Knowledge Foundation.

!After these comments we

worked with Chris during our data dive in Vienna and our

research on big data.

Alex Oprunenco (UNDP in Moldova)

got invited to a World Bank conference on behavioural science

in Berlin.

…WE BUILT NEW RELATIONSHIPS

Our blog helped the Poverty Practice reach out to some of the most prominent media outlets [here: Financial Times] in the world and gain new partners in their Roma-related projects.

…WE BUILT NEW RELATIONSHIPS

INVESTING IN OUR SOCIAL MEDIA PRESENCE

WE ARE ABLE TO REACH MILLIONS OF PEOPLE WITH OUR REGIONAL ACCOUNTS

We reached 17,398,969 twitter users, who received our tweets 64,673,114 times.

We were mentioned 4,192

times on twitter - that’s more than 11 times a day

Together with 5,654 people who like our fanpage we generated stories that reached 432,036 Facebook users.

…AND MANY MORE WITH COUNTRY PROFILES

In the region*, we reached out to:

• ca. 29,000 followers on Twitter

• ca. 52,500 fans on Facebook

• videos produced in the region attracted around 862 YouTube channel subscribers with almost 400,000 video views.

*these numbers include also regional accounts UNDP Eurasia

HOW MANY PEOPLE SAW OUR CONTENT OUTSIDE OUR WEBSITE?

Our content sharing platforms are getting more and more popular too:

• Photos on Flickr: 53,000 views/month vs. 16,000 views/month in 2012;

• Presentations on Slideshare: 11,000 visits/month vs. 8,000 visits/month in 2012;

• Our Pinterest account with UNDP thematic pictures, which we created in Q1 2013 is reaching on average almost 1,900 visits/month;

• The most popular publication in 2013 was Roma and non Roma in the labour market with a total of 2,488,302 impressions;

• We published 67 infographics, which have been viewed (in total) 33,000 times.

Our group on LinkedIn grew by 78% in 2013.

WE CONNECTED WITH DEVELOPMENT PROFESSIONALS

SOCIAL MEDIA HELPED US BOOST VISITS TO OUR WEBSITE

In 2013 the number of people who came to our regional blog via social media grew by 47.23% (20,004 in 2013 vs 13,587 in 2012). We invited them to see our content, not just allowed them to look for us.

We brought 29.22% more people to our website via social media (23,136 in 2013 vs 17,905 in 2012).

SOCIAL MEDIA HELPED US REACH INFLUENTIAL ORGANIZATIONS

For example, thanks to #RomaAction campaign on twitter, we promoted publications about Roma and gained some new

significant followers.

749 followers

16.6k followers

158k followers

SOCIAL MEDIA HELPED US MAKE OUR EVENTS MORE INFLUENTIAL

#inno2013 was a global

internal event on innovations in

development that became external

through social media.

…AND GOT ADDITIONAL COVERAGE ON EXTERNAL PLATFORMS

IN FACT, THANKS TO SOCIAL MEDIA WE EARNED RICH MEDIA ATTENTION

and more…

INVESTING IN MULTIMEDIA STORYTELLING

REMEMBER THE PLATFORMS WE USED IN 2012?

Issuu, Flickr, Youtube, Slideshare, akvo, visual.ly

Well, we added a few more…

Animoto used in Aid for Trade project.

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Scroll-down sites used in Batken project

Pinterest account to share our best photos

EXAMPLE. ENERGY EFFICIENCY: THE RENEWABLE ENERGY CHALLENGE

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EXAMPLE. ENERGY EFFICIENCY: CROATIA CROWDFUNDING CAMPAIGN

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EXAMPLE. HUMAN RIGHTS: AUNG SAN SUU KYI LECTURE

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…THIS WAS ONE OF TEN 2013 KAPUSCINSKI DEVELOPMENT LECTURES

• In 2013 we partnered with over a dozen institutes and universities during 10 lectures.

• The Kapuscinski Development Lectures site was visited 77,538 times.

• Visitors spent altogether 4,672 minutes watching video teasers on youtube.

• Information about the most popular lecture in 2013 (Aung San Suu Kyi) reached 66,377 people on Facebook.

• The lecture by Jeffrey Sachs generated 108 retweets - twice as much as the average.

EXAMPLE. HUMAN RIGHTS: HURILAB

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EXAMPLE. GENDER EQUALITY: GENDER STEREOTYPES YOUTH SURVEY

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WHAT WILL COME IN 2014?

• more joint campaigns

• exploring content syndication

• more outreach and collaboration with external partners

THANK YOU