unicef digital strategy | mobile social trends for 2015
DESCRIPTION
Global Digital Trends for 2015 and UNICEF’s Digital Strategy presented at Dialogkonferansen 2014, Strømstad Sweden @JimRosenberg Other modern technologies at age 20; imagine how far we’ll go with the consumer-facing internet. Social media is your embassy; a good website is your home country. Steady, consistent content is essential to engagement. Owned content > Facebook’s algorithms. The big picture is comprised of many, many details. The perfect tweet or flawless video takes time, effort, and money. People are your greatest asset – your own colleagues, as well as the people you serve. “People want to be a part of something bigger than themselves.” #H2H by @BryanKramer If your clients sense you’re open and engaged, they’ll be that way, too. Same goes for your staff. Principles for Digital Strategy at UNICEF Digital enables transparency and accountability. To the online audience, we are one UNICEF with many facets. We work in a multilingual world. Our content and engagement must reflect that. Content and engagement efforts should include people with low- or no- internet connectivity. All products and services should be mobile-first and multiplatform. Our product approach is agile. Open standards are at the heart of what we do. We’ll measure and test our efforts, using data to inform content and engagement choices. Conversations > Campaigns. Global frame, local action. Take a global message that national markets/teams can adapt. Messages and calls to action should be easily tailored and localized by language, country. Have one integrated editorial calendar. Media, marketing, web, social, offline, visuals. Team: balance all-rounders with deep expertise. Do fewer things better. Find the storyteller in the elevator.TRANSCRIPT
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Global Digital Trends for 2015 and UNICEF’s Digital Strategy Dialogkonferansen 2014, Strømstad Sweden |@JimRosenberg
DRAFT Global Trends Consumer internet is only getting started
h"ps://www.linkedin.com/today/post/ar6cle/20140601152333-‐49436194-‐infographic-‐2004-‐to-‐2014-‐mary-‐meeker-‐s-‐internet-‐trends-‐trended
Other modern technologies at age 20; imagine how far we’ll go with the consumer-‐facing internet.
@jimrosenberg
DRAFT Global Trends Bigger, more connected and fragmented audience
h"ps://www.linkedin.com/today/post/ar6cle/20140601152333-‐49436194-‐infographic-‐2004-‐to-‐2014-‐mary-‐meeker-‐s-‐internet-‐trends-‐trended @jimrosenberg
DRAFT Facebook reach
4
Facebook at 1.32b users; 829m daily acSve users on average (6/14) Bigger user base in 2012 than the WWW in 2004
@jimrosenberg
DRAFT Mobile + social = ?
@jimrosenberg
DRAFT
h"p://www.kpcb.com/internet-‐trends
Global Trends What’s here = what’s there: “We don’t like pictures like this.”
@jimrosenberg
DRAFT Digital Strategy in 90 words
• Social media is your embassy; a good website is your home country. – Steady, consistent content is essen6al to engagement. – Owned content > Facebook’s algorithms.
• The big picture is comprised of many, many details. – The perfect tweet or flawless video takes 6me, effort, and money.
• People are your greatest asset – your own colleagues, as well as the people you serve. – “People want to be a part of something bigger than themselves.” #H2H by @BryanKramer
– If your clients sense you’re open and engaged, they’ll be that way, too. Same goes for your staff.
@jimrosenberg
DRAFT Which of these tools will you use at work today?
(Social media is for everyone, not just the markeSng/comms team)
@jimrosenberg
DRAFT Principles for Digital Strategy at UNICEF
• Digital enables transparency and accountability.
• To the online audience, we are one UNICEF with many facets.
• We work in a mulSlingual world. Our content and engagement must reflect that.
• Content and engagement efforts should include people with low-‐ or no-‐ internet
connecSvity.
• All products and services should be mobile-‐first and mulSplaborm.
• Our product approach is agile.
• Open standards are at the heart of what we do.
• We’ll measure and test our efforts, using data to inform content and engagement choices.
@jimrosenberg
Digital Strategy Directions for 2014 - 2017
§ Refreshed content strategy: inform and engage with images, sound, and words
§ Research, knowledge, data
§ Facilitate global targets for fundraising
§ Enhance global digital capability & storytelling
§ Grow global blog & social media
§ New unicef.org @jimrosenberg
DRAFT Digital Strategy Meet People Where They Are, in Their Language
• MulSlingual • Mobile/mulSplaborm • Visual
@jimrosenberg
Digital Strategy UNICEF.org re-design: simpler, more visual, more targeted
Digital Strategy Expert voices and views via blogging, live chats
DRAFT Digital Strategy Expert voices and views via blogging, live chats
DRAFT Digital Strategy Staff have a story, too
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DRAFT Digital Strategy Engaging staff = better recruiting
• Alliance with HR • Get all staff on
Linkedin • Engaged staff =
effecSve staff
@jimrosenberg
DRAFT Digital Strategy Knowledge and data across platforms
• MulSlingual • MulSplaborm • Mobile-‐first • Data driven
DRAFT Digital Strategy Visual storytelling
@jimrosenberg
DRAFT Digital Strategy Co-creating and engagement
Voice and personal narraSve
@jimrosenberg
DRAFT Digital Strategy Co-creating and engagement
DRAFT Digital Strategy Several Paths to the Same Story/Content
@jimrosenberg
DRAFT Digital Strategy Analysis of results Q1/Q2 2014
0
0.5
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1.5
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0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
2013 Q3 2013 Q4 2014 Q1 2014 Q2
UNICEF.org Sessions and Sessions per User
Sessions Sessions/user @jimrosenberg
DRAFT Digital Strategy Analysis of results Q1/Q2 2014
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2013 Q3 2013 Q4 2014 Q1 2014 Q2
Millions
Twiier -‐ PotenSal Impressions and Engagement Rate
Poten6al Impressions Engagement Rate
Poten6al impressions = poten6al number of 6mes a post might have been seen. Used as a proxy for reach. Engagement rate = Number of retweets divided by poten6al impressions (mul6plied by 1000)
@jimrosenberg
DRAFT Digital Strategy Analysis of results Q1/Q2 2014
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0
10
20
30
40
50
60
70
80
90
2013Q3 2013Q4 2014Q1 2014Q2
Millions
Facebook -‐ Reach and Engagement Rate
Reach Engagement Rate
Reach = Number of people who saw the post Engagement rate = Number of people who engaged with the post (clicked, liked, commented, shared) divided by number of people reached
DRAFT Digital Strategy Analysis of results Q1/Q2 2014
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
No Lost Genera6on
Water Is
BringBackOurGirls
Engagement rate – Campaigns
Twi"er Facebook @jimrosenberg
DRAFT Digital Strategy What’s old is new
@jimrosenberg
2004
2014
2004
Websites are not like fine wine….
DRAFT Digital Strategy Components of a new digital presence
Integrated web, social, video, photo, design
Global, country and regional
websites: WCMS
Center of Excellence
Digital ecosystem
Content Strategy
Digital governance
@jimrosenberg
DRAFT Digital Strategy Create Once, Publish Everywhere (COPE)
@jimrosenberg From howto.gov
DRAFT Digital Strategy APIs
APIs
Content Sources
User-generated content
UNICEF web stories
Databases
Digital Asset Management (video, photos)
Country Data
Knowledge products/
publications
External Presentation of Content Topical webpages Campaign webpages Country & Regional sites Partners
@jimrosenberg
DRAFT Digital Strategy To Sum Up: It’s about People + Content
• ConversaSons > Campaigns.
• Global frame, local acSon. Take a global message that naSonal markets/teams can adapt. Messages and calls to ac6on should be easily tailored and localized by language, country.
• Have one integrated editorial calendar. Media, marke6ng, web, social, offline, visuals.
• Team: balance all-‐rounders with deep experSse.
• Do fewer things beier.
• Find the storyteller in the elevator. @jimrosenberg
DRAFT
@jimrosenberg 32
UNICEF’s Digital Strategy & Global Trends for 2015 Dialogkonferansen 2014, Strømstad Sweden |@JimRosenberg
Thank you!