un stand up! speak out! "the evolving influence model: building community in the digital...
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Case study presentation entitled UN Stand Up! Speak Out! "The Evolving Influence Model: Building Community in the Digital Age" presented by Torod Neptune of Waggener EdstromTRANSCRIPT
The Evolving Influence ModelBuilding Community in the Digital Age
Carnegie Institution of Washington, DC
March 11, 2009
The United Nations Stands Up Against Poverty
WE CASE STUDY:
NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007.
United Nations: Stand Up, Speak Out
The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.
APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 30-day timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.
Approach
GOALS
• Generate awareness about the 2015 Millenium Development Goals
• Build online community, direct people to register at the campaign Web site.http://www.standagainstpoverty.org
• Break the Guinness World Record for largest single online advocacy event
Approach
STRATEGY & TACTICS
• Search Engine Optimization & Keyword Placement Counsel
• Blogger Engagement
• Digital Press Releases
• Online Video
• Social Network Coordination & Promotion
• WE Global Agency Resource Involvement
SEO: Google Ads
Stand Up Against Poverty Stand Up and end extreme poverty.www.StandAgainstPoverty.org
Blogger Engagement
Digital Press Releases
Online Video: YouTube
Online Video: Ustream.TV
Social Media: Twitter
Social Media: Twitter
Social Media: LinkedIn
WE Stood Up!
San Francisco, CA Seattle, WA
New York, NYPortland, OR
Austin, TX
Video Case Study: UN Stand Up, Speak Out
WE CASE STUDY:
RESULTS
Within 30 days WE… • Targeted more than 343 influentials via three digital press releases
• Incorporated aggressive SEO that increased impressions and clicks by 20%
• Conducted blogger outreach that resulted in at least 338 blog posts
• Executed a Twitter viral campaign that reached 1,000 followers with 25,000 network
• Contacted 850 people via LinkedIn
• Garnered more than 9,500 views on YouTube and UStream.TV
• Inspired 680 people at 14 WE offices worldwide to participate in the event
The United Nations Stands Up Against Poverty
How Do I Get Started?
GUIDELINES
• Begin with digital in mind, weave through entire plan
• Build community, trust those within it
• Give up some control, some of your best content will come from others
• Publish across platforms
• Define the Ask
• Measure campaign success, not just statistics
• Don’t O.D.
Torod Neptune
Senior Vice President,
Global Public Affairs Practice Lead
Waggener Edstrom Worldwide
Washington, DC
(202) 261-7809