becoming a (more) socialized organization: 10 tips for unicef to tap the social web 04 march 2011

Becoming a (More)

Socialized Organization

10 Tips for Tapping the Social Web

@jonathankopp Jonathan Kopp, Partner & Global Director, Ketchum DigitalUNICEF Global Communications Conference

Athens, Greece / 04 March 2011

Overview

The “Social Web”

UNICEF’s Digital Presence

Top Ten Tips

Q & A

The “Social Web”

http://en.rian.ru/infographics/20110228/162792394.html

• Nearly 2B Internet users• 445% growth 2000 - 2010• Still only 29% global penetration

http://globalwebindex.net/

The Era of the “Social Web”

• Social networking takes up 23% of our time online, up 43% from a year ago.

• 8% drop in email in the US• 59% drop in email among US 12-17 year

olds• Note: Email grew among US age 55+

• 35% growth in online giving in 2010, spurred largely by Haitian relief efforts

• Consumers refuse to be 'marketed at'

• They expect authenticity, transparency & instant information

• Everyone has their own soapbox

• They also have choices

• Earned media, trusted sources & word of mouth

are far more important than ever before

New Rules

UNICEF’s Web Presence

(at a glance)

Dominant Share of Voice

• Joined March 2010•233 Facebook likes•128,933 total reads•96 uploads•42,520 followers

Scribd. Highlights:•Several UNICEF reports (96 documents) are easily accessible through its Scribd. page.

•35 collections of the State of the Worlds Children reports, latest upload on Feb. 24, 2011

•762,460 likes

Facebook Highlights:• Interactive page with frequent wall posts.

•Posts are engaging and generates a lot of discussion

•Several posts include content from various social media channels (e.g., YouTube videos, blog posts, etc.)

•508 photos

•ANALYSIS:UNICEF FB page would benefit from more digital design & interactive assets, such as widgets, apps & polls that mirror it’s .org content & create opportunities for audience engagement.

•302,664 Followers•9,011 listed•1,605 tweets•@UNICEF•#UNICEF•#UNICEFLive•Other hashtags are cause/campaign specific (e.g., #PakistanFloods, #childmarriage)

Twitter Highlights:•Multiple daily posts related to current UNICEF causes

•Many posts provide links to videos and articles from UNICEF’s website.

•Tweets are international in scope—from Egypt, to Haiti, to Niger.

• Joined April 2010•329 contacts•20 groups

Flickr Highlights:•Provides links to UNICEF’s official website, YouTube channel, Facebook and Twitter pages

•UNICEF’s photo streams profiles “Photo of the Week” with a description of the photo, as well as a collection of related photos. There are a total of 150 photos.

•UNICEF’s last “Photo of the Week, received 303 views.

• Joined Sep. 2006•2,108 Videos•372,756 Channel Views

•7,508,735 Total Upload views

•12,664 Subscribers

YouTube Highlights:•Four official UNICEF Language Channels (Spanish, French, Arabic and Chinese)

•Channel has over 800 comments

•New videos updated on a frequent basis, usually at least two each week. All are related to a UNICEF cause or campaign.

• A total of 225,478 relevant posts were found from Aug. 26 - Feb. 24, 2011.

• 67% of all UNICEF posts were Tweets.• Main topics driving social media chatter

include UNICEF appeals related to catastrophies (e.g., Pakistan floods, cholera outbreaks in Nigeria & Haiti), celebrity ambassadors (e.g., Selena Gomez) and prominent donations (e.g., Gucci’s $1MM gift).

• UNICEF’s Dir. Of South Asia appears on CNN to support Pakistan

• EU and UNICEF to bring awareness about women and cutting.

• Cholera kills 1,555 in Nigeria; Cholera in Haiti

• Jennifer Lopez and Gucci pledge $1M to UNICEF

• Philippines disaster relief

• 60 Years of UNICEF Trick-or-Treat Campaign

• Selena Gomez is UNICEF’s youngest Ambassador

• Appeals to help Haiti battle Cholera

Channel Mix, Volumes & Topics

Opportunities

• UNICEF lacks a blog & a central content strategy to drive a focused, coordinated global conversation.– Various UNICEF NatComs do effectively use blogs.

kansenΕΥΚΑΙΡΙΕΣ기회 ВОЗМОЖНОСТИ

OPORTUNIDADES機會

• UNICEF has an extensive organizational presence across the social web.– It would greatly benefit from increased

visibility for, and personal, conversational interactivity by, the people of UNICEF.

Top Ten Tips for

Tapping the Social Web

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

How We TalkUNICEF is the driving force that helps build a world where the rights of every child are realized. We have the global authority to influence decision-makers, and the variety of partners at grassroots level to turn the most innovative ideas into reality.  That makes us unique among world organizations, and unique among those working with the young. We believe that nurturing and caring for children are the cornerstones of human progress.  UNICEF was created with this purpose in mind – to work with others to overcome the obstacles that poverty, violence, disease and discrimination place in a child’s path.  We believe that we can, together, advance the cause of humanity. We advocate for measures to give children the best start in life, because proper care at the youngest age forms the strongest foundation for a person’s future.We promote girls’ education – ensuring that they complete primary education as a minimum – because it benefits all children, both girls and boys. Girls who are educated grow up to become better thinkers, better citizens, and better parents to their own children.We act so that all children are immunized against common childhood diseases, and are well nourished, because it is wrong for a child to suffer or die from a preventable illness.We work to prevent the spread of HIV/AIDS among young people because it is right to keep them from harm and enable them to protect others. We help children and families affected by HIV/AIDS to live their lives with dignity.We involve everyone in creating protective environments for children. We are present to relieve suffering during emergencies, and wherever children are threatened, because no child should be exposed to violence, abuse or exploitation.UNICEF upholds the Convention on the Rights of the Child.  We work to assure equality for those who are discriminated against, girls and women in particular. We work for the Millennium Development Goals and for the progress promised in the United Nations Charter. We strive for peace and security. We work to hold everyone accountable to the promises made for children.We are part of the Global Movement for Children – a broad coalition dedicated to improving the life of every child.  Through this movement, and events such as the United Nations Special Session on Children, we encourage young people to speak out and participate in the decisions that affect their lives.  We work in 190 countries through country programmes and National Committees. We are UNICEF, the United Nations Children’s Fund.

“What’s a‘Global Health?’”

Listen & Learn

Help Them See Themselves in You

Get Out ofOur Own Heads

http://www.brooklynstooplife.com/

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

The Institutional Face & Voice of

UNICEFUS Fund UNICEF

Internal to External275,000 employees worldwide

http://www.iamfedex.com/ https://www.facebook.com/iamfedex

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

How to Foster a Social Media Blackmarket

Harness the Power, Instead

ADD VALUE

Behavior Change: Social Media Policies & Training

Effective Engagement

LISTEN

RESPOND

DRIVE ACTION

1

23

Hop, skip, jump… Repeat

Hi Jacob,

I work in communications at FedEx Office….

I’m sorry about the situation you encountered. You were absolutely correct that your experience did not live up to the brand of FedEx Office.

….you made some very good points…. We’d like to use your video when we train our team on topics like customer experience, living the brand, etc.

We want them to hear the voice of the customer directly…. Would you be OK with us showing it to our trainees?

….Again, I’m sorry …. I hope you’ll give us another try.

Thanks, Jenny Robertson…FedEx Office

Every Employee a Brand Ambassador

From: Jacob Morgan To: Jenny Robertson Sent: Thu May 07 19:48:47 2009 Subject: Re: FedEx Office video

Hi Jenny,

Thanks for your response.  I'm glad you understood … my frustration.  Yes, you have my permission to use the video … (I hope you do), I think that's a great idea….

[T]he only reason I am going to continue to be a customer is because you sent this email.  I just put up another video based on …the fantastic job you did.

Jacob

From Critic to Convert

Delicate Balance

“Creepy” Point

VA

LUE

PERSONALIZATION

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more

visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

Less Time, Less Space, Less Text

Some representative results:

The PressRelease is Dead

99,000 77030%30%40%

impressions

reads

of traffic was direct

came from referring sites

came from search engines

http://www.roomtoread.org/yearoftens/index.html

Visual Storytelling http://asmarterplanet.com/

www.youtube.com/watch?v=yVIcIRcAhxc

Video: Killer App

Non-Profits, Too

http://bit.ly/dLaA4H

Short Links Save Space & Deliver Data

http://goo.gl/...http://lnk.nu/ …http://nyti.ms/ …http://on.wsj.com/ …http://amzn.to/ …

Mobile

QR Codes

From Commerce…

… to Cause

http://bit.ly/gfuBqX

QR Codes for UNICEF?

http://www.qrstuff.com/

USES: SIGN-UP, ALERTS, EVENTS, FUNDRAISING, ADVOCACY & ACTIVISM

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

UNICEF.org Social Media

Social Media links present on UNICEF digital properties

✖Social Media is bolted on; not integrated

http://www.unicef.org/

41

Were it not for the Internet, Barack Obama would not be president. -Arianna Huffington

Obama won… every single caucus state that matters… because he was able to move thousands of people to organize. -Joe Trippi

42

TOOLS ≠ ANSWERI am learning to get online myself, and I will have that down fairly soon, getting on myself…. I don’t e-mail. I’ve never felt the particular need to e-mail.

John McCain, (NYTimes, 13 July 2008)

44

“MyBO”“The campaign’s official stuff they created for YouTube was watched for 14.5 million hours. To buy 14.5 million hours on broadcast TV is $47 million.” Joe Trippi

Help Supporters Connect & Share

Microsite

Facebook

Twitter

45 Blogs+500,000

supporting

people reached on blogosphere

+2MMpeople reached on Orkut

Web Videos

It’s the Conversation, not the Channel.Follow It. Connect to it. Enable it. Everywhere.

http://www.flowtown.com/

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

UNICEF Content Is GoldFrom human stories… …to campaigns

It’s content…

…that drivesconversation,

connections& links

Engagement

Campaign Approachto Social Media Content

STRATEGIC

• Communications goal• Target audience• Current state• Desired state• “Big idea”• Tactical manifestation• Channels/touchpoints

PROGRAMMATIC

• Multi-tactical• Coordinated editorial

calendar• Events/goals/milestones• Interactive elements – polls,

widgets, apps, sign-ups, etc.• Timing is key for social posts

– Organize by day-part– Repeat frequently

Central blog landing page

Incorporate reader contributions

Some Effective Content Strategies

C-suite out front

Multiple authors from around the world

Clean, image-driven design

Social media integration

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

43% of CNN’s traffic comes from social networks, like FB & Twitter

NY Times is down to

950,000 print readers,

but it’s up to 2.6 MM followers on Twitter

Media Shift

Influence the Influencers of Today

(& Tomorrow)BLOGGERS

“YOUTUBE PERSONALITIES”

Web Personalities

Numa Numa (Gary Brolsma, 2004) Numa Numa for Geico (2009)

2.9 Million Views41 Million Views

2009 PR Week & SABRE Awards: Best Use of Online Media, Corporate Branding Campaign of the Year,

Campaign of the YearInput:• Ikea customer insights• Influencer leverage• Steer, don't control• Authenticity

Output:• 5.5% in-store sales• 6.8% Ikea website• 15MM hits to promo website; • 1.5MM webisode views• 2K+ positive posts on social media sites

CAMPAIGN: 180 targeted web videos in real- time over 3 days

RESULTS:6MM 8 of 11 40MM2700%

800%

Day 1views

of the top week 1 web videos

Month 1 views

Twitter increase

increase in Facebook fan interaction

300%increase in traffic to oldspice.com

107%sales increase in 1st month

Old Spice Influencer Campaign

Old Spice is now #1 body wash for men

Old Spice YouTube channel became the #1 all time most viewed channel

http://www.oldspice.com/

Consider Germany,For Example

HerrTutorial(a.k.a. Sami Slimani)

#1 Most Subscribed:

Total Upload Views: 5,621,860

Total Upload Views: 30,629,236

Hi Jonathan –

I just put up a video about how I visited Unicef in Düsseldorf and how I love their work and how I want to support it. http://bit.ly/gCCW9O (from min. 2:25). “….If there is anything I can do for you or for a Unicef Project, let me know - i would love to be a part of it :)

Sami

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

Crowdsourcinghttp://www.refresheverything.com/

Toyota’s "Ideas for Good" program asks users to put Toyota technology to use to improve the world.

• Launched Nov. 2010

• Ideas accepted through Feb. 2011

• Community voting in April 2011

• Winners announced in May 2011

http://www.toyota.com/IdeasForGood

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

Search = Start

Importance of Search Optimization

• Separate teams at

Google

• Paid search doesn’t

impact organic listing

• 0.5 - 2.0% CTR on

any one paid ad

• 75% + of CTR is on

organic, especially

for info queries

Impact of Real-time Social Search

Paid Social Advocacy Ads

http://bit.ly/gdnPwe

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

Sample of how it works:

# of blog posts

+ # of forum

threads

+ # of Twitter

‘tweets’

+ # of YouTube

videos

Sample of how it works:# of Diggs

+ # of Bookmarks

+ # of Video comments

+ # of Photo comments

+ # of Twitter interactions

Sample of how it works:Sentiment Score

PositiveNeutralNegative

+ Keyword ScoreInclusion of keywords

Sample of how it works:# of UMVs in Blogs

+ # of Twitter followers

+ # of Video views

+ # of Photo views

+ # of Facebook members/likes

Conversational Index

Engagement: How is the brand being shared online and how

active are the communities within which conversations

take place?

Volume:How much is the

brand being talked about and where is

conversation occurring?

Message & Tone:

Is the brand being understood and talked about in a consistent,

meaningful way?

Impressions: How many times are people exposed to naturally occurring

brand conversations online across every

channel?

Volume Over Time

Engagement Over Time

Message & Tone Over Time

Impressions Over Time

Benchmark For SuccessEngagement: How is the brand being shared online and how

active are the communities within which conversations

take place?

Volume:How much is the

brand being talked about and where is

conversation occurring?

Message & Tone:

Is the brand being understood and talked about in a consistent,

meaningful way?

Impressions: How many times are people exposed to naturally occurring

brand conversations online across every

channel?

Top 10 Tips

1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure

Q & A

Becoming a (More)

Socialized Organization

10 Tips for Tapping the Social Web

Jonathan Kopp, Partner & Global Director, Ketchum DigitalUNICEF Global Communications Conference

Athens, Greece / 04 March 2011

@jonathankopp