undp social media training 17_march2016
TRANSCRIPT
Communicating for Impact
Training for the Bureau of Policy & Programme Support17 March 2016 | #UNDPSocial | @LottaLei
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#UNDPSocial | @LottaLei
If we do not communicate about what we do it’s almost like not doing
anything at all.
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United Nations agencies must continue to support mandate-specific strategies, policies, messages and products, using agencies' own brand identities.
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#GlobalGoals/ #SDGs go local in 2016
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Why communicate online?
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How to communicate for impact
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Practical tips
Set goals, identify your target audience, and manage expectations
Project time lines, key events & int’l
days
Global media &
news trends
Local/regional
news
Budget your resources & available
capacities
Key events in your area of practice (ie:
Int’l days, conferences)
Develop your Communications Strategy. Align with corporate Communications strategy + your team’s workplan
Create a workplan
Plug into the conversation
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Be part of the news cycle
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Use the access we have
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All NEWS & CONFERENCSE aren’t NEWS
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Get active on social media
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Develop relationships
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Be BOLD! Disrupt.
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How to tell your story?
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Exercise
• Go to www.undp.org• Pick a news release, a speech, a success story or a
blog post• Go to https://undp.exposure.co/• Go to https://storify.com/undp• Go to: undp-2015-to-2016-from-landmark-to-
opportunity• Go to Guardian.com• Go to https://www.youtube.com/user/undp• Go to https://www.facebook.com/UNDP.Syria/photos
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Tips for your exercise
• Please refer to hand-out
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The Anatomy of a tweet
Tip: add “.” when you start a sentence w/
@Ask me why
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What is a @handle?
@Handle1. Your identity on
TwitterTips!
•Blue checks/ verification•Start with a period when starting sentence w/ @•Tag respective handles in the photo •Always verify you have the correct handle of people or orgs before you tweet.
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Unlock the #HASHTAG
How to use a hashtag1. To find audience you want 2. Market your reports3. Connect to others at
conference/summit4. Twitter chats5. Key words that widen likelihood of
people finding your tweet6. plug into trending topics7. Follow breaking news before
media gets to the news site
Tips!•Always search your hashtag before using it – see how popular it is & type of audience using that hashtag•2-3 hashtags max•Don’t re-invent the wheel & create a new hashtag if an existing hashtag has the audience you want
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BASICS: Via, MT, RT + link shorteners
Tips!•Credit original tweets•Credit articles’ source•Don’t plagiarize. Give credit•Use a URL shortener•Tag up to 10 handles in “Who’s in the photo?” function
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Storytelling as thought leaders
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The Anatomy of a tweet
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Why tweet and blog?
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When to use what & how? At conferences, summits, & big meetings
Tips!•Quote facts & figures•Less is more (Quality vs. quantity)•What would be interesting to your audience?•Not everything is news worthy•When linking, use shorteners•Illustrate w/ a photo or graphic
For your to-do list!•Take notes & think about angles for blog about what outcomes/findings from meeting means for the direction of your work or policy
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When to use what & how? Visiting field projects
The stars of the show are
the people we help.
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When to use what & how? Visiting field projects continued.
Do tweet!•Data, facts, & figures of project impact•Give context•Quote project beneficiary•Show how project helped community•Take photos of people w/ dignity--the way you to be pictured•Before & after
For your to-do list!•Think about angles so you can blog when you return from mission•Take quotes so you can blog or contribute to a success story (if your project has 50-60% good delivery)•Take photos of beneficiaries in action (remember to use the “edit” function on Twitter)
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Taking photos
TIPS!
•Good lighting•Use filters •Smiling subjects•People in action•Get closer
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Taking photos
TIPS FOR MEETINGS!
•Action•#BehindtheScenes•Creative angles•Don’t be shy•Get closer•Use filters
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Taking photos continued
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Taking photos continued
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Taking photos continued
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Taking photos continued
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Taking photos continued
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Hosting Twitter Chats & Periscope vs. joining ones
Do join & tweet!•Data, facts, & figures of project impact•Give context•Share success stories/blogs/videos•Before & after•Use a link shortener
TIPS!•Don’t host your own Twitter chat•Think about yours & team’s time as an organizational resource•Don’t start your own team handle•Use existing platforms (@undp)•Don’t host your own Periscope
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Blogs vs. Photo blogs
When to blog?•Good for promoting a project before it’s ready to be a success story•Good to discuss policy or impact which can’t be measured and quantified w/ beneficaries •Capturing outcomes of big conferences/summits•Highlighting relevance of technical reports/studies
Photo blogs!•Photo blogs must have high-res photos of beneficiaries in action and project impact•Minimal text•Not everything is photoblog material (think about the origin of photoblogging)
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The infographic & photo cards/ photo blogs
Infographics are useful for•Summarizing complex processes using simple visuals•Promos/summarizing data-heavy reports/papers
Photo cards/blogs!•Must have strong photos of beneficiaries in action and project impact•Minimal text•Tells a story or shares one powerful fact/data•Be jargon-free
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Successful communication via social media
TIPS•Reach out to your focal point + [email protected] before you develop a social strategy•Think about marketing standards, organization’s rules & governance•Be ready so we can call on you for expert #TwitterChats•Be social & be human •Ensure you + new staff/consultants/interns know the rules before re-inventing the wheel•Don’t create your own team’s Twitter handles, Facebook, websites, Youtube, photoblog, etc. (ask me why)•Selfies are not news
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When in doubt, think about CHIMPERY
•Quality over quantity•Picture yourself as a brand ambassador •Engage, storytell, be human•Avoid jargon & acronyms•Don’t throw bananas (tweets) at random
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To tweet or not to tweet?
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Contact your BPPS Communications focal [email protected] | [email protected]
Do you have a scoop?
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Resources
Communications Toolkit
UNDP External Communications Action PlanCommunications Toolkit
bit.ly/undpbrandUNDP Brand Manual
Logos & graphic resourcesEditorial Style Manual Crisis Communications
Thank [email protected]
Others:
• UNDP’s approach to social media
• Join KM network • Join Yammer• 37
Stats You Should Know About Visual Content Marketing in 2016
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Have a whale of a tale to tell!