unicef ethiopia digital media strategy
DESCRIPTION
By Elshadai Negash, Social Media Consultant 2013 EthiopiaTRANSCRIPT
UNICEF Ethiopia Digital
Presentation on Digital Media at UNICEF Ethiopia
By Elshadai Negash Social Media Consultant
UNICEF Ethiopia
Media and External Relations (MER)
Outline of presentation
• Social Media in Ethiopia (15min) • UNICEF Ethiopia’s Digital Media Strategy (30
min) • Integrating Social Media in MER (60min) • Managing SM Accounts (1hr) • Questions and Answers (10min)
Part I Social Media in Ethiopia
Social Media: Why bother in Ethiopia?
Television National Radio Print Media Social Media
Reach > 15million >30million >=200,000 (per week)
>1.1million
Rate of increase (per month)
0.5% 0.25% 0.05% 10-15%
Ethiopia and Social Media
Prospects for Dec 2014FB: 2,252,704
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Fans in Ethiopia Total Fans
Popular Facebook pages in Ethiopia
Data correct as at 26th April 2013 17:18 East African Time
Part IIThe UNICEF Ethiopia’s Digital Media strategy
UNICEF Ethiopia Digital
Digital Media at UNICEF EthiopiaParameter Number
Digital Media Channels http://www.unicef.org/ethiopia http://www.facebook.com/UNICEFETH https://www.twitter.com/UNICEFEthiopia http://www.youtube.com/user/UNICEFEthiopia http://www.flickr.com/photos/unicefethiopia/ http://www.delicious.com/unicefeth http://www.linkedin.com/company/unicef-ethiopia
Average Website hits NA
Number of Facebook likes 666
Number of Twitter followers 1700
Number of YouTube Subscribers 135
Number of Flickr Views 15,980
Number of Delicious followers 13
Number of LinkedIn followers 174
Number of E-Newsletter subscribers
NA
Data correct as at: 18th September 2013 15:43
Why Social Media? Vision: Making UNICEF Ethiopia the go-to agency for
children in Ethiopia Joining in conversation with target groups
How?Consolidating Partnerships
Expanding professional
networks
Providing Visibility Youth engagement
Policy advocacy and influence
How does UNICEF Ethiopia utilize Digital Media?
– Channels: FB, Twtr, LinkedIn– Fulfill Donor/Natcom visibility requirements – Jobs and career information – News and event information – Research papers, policy analysis, debate +
discussions
UNICEF Ethiopia Digital Media Outreach Target Audience
Primary: UNICEF Donors with a presence in Ethiopia at mission and agency levels; National Committees
Secondary: Media; Ethiopian government partners
Tertiary: UNICEF Family (HQ, ESARO, and ESARO country offices)
Fourth:Other UN Agencies and multilateral organizations
Fifth: Private Partners (IKEA, Montblanc, ING, Rotary Intl, Starwood, etc..)
Government Donors
Donors agencies
National Committees
Ethiopian partners
Media ESARO country offices)
UN Agencies + multilateral
orgns
Private Partners
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Website FacebookTwitterYoutube
Who is on social media?
Who is tuned in?The Donor Community
National Committees
Foreign Correspondents
Who is tuned in?Other UN agencies
Private and Government Partners
Ethiopian Media
19
Facebook: 2.5 million fans
Twitter: 1.8 million followers
Voices of Youthsocial media: 300,000+
UNICEF Global Accounts – latest figures
Part III Integrating Social Media
in MER
MER activity Social Media componentDonor/Natcom visits Buzz planning for major visits; live updates and photos using itinerary;
mentioning donor and accompanying media
Media Relations/Outreach Post all PRs on website and share on FB + Twtr; use of hashtags to share content generated by media on twitter;
UNICEF Ethiopia Events Buzz planning for major events (UN Days, launches, JPRs, etc…)
Goodwill Ambassadors Synchronize messaging with GWAs (E.g. Hannah Godefa on twitter, Aster Awoke on facebook, intl GWAs like Pau Gasol)
Strategic Communications (ETH Govt, UN agencies, HQ, Private Partners)
ETH Govt: utilize ministers/ministries with SM presence (E.g. FMOH, MoFED, and MFA) UN agencies: joint SM efforts (E.g. IOM Ethiopia, UNHCR Ethiopia, UNFPA Ethiopia) HQ: joint SM efforts (E.g. World Immunization Week, International Day of Friendship, ethiopiameetsmdg4) Private Partners: Mention activities with UNICEF Ethiopia, acknowledgements (E.g. Montblanc)
Programme Communication Train and then encourage programme comms colleagues and field offices to come up with social media content (e.g. photo stories, human interest stories)
Partners’ Capacity Development Presentations to target audience groups on social/digital media
Social Media in MER
Part IV Managing UNICEF Ethiopia’s
SM accounts
SM Management at UNICEF Ethiopia
Resource allocation
SM Buzz/SM Pack SM Channels SM Capacity Building SM Monitoring and Evaluation
SM Buzz
• Focused outreach activity for visit, launch, commemoration day/week, or major announcement
• Plan -> Execute -> Report/Evaluate
SM Buzz Plan/SM Pack
– Objectives – Content influencers/partners/hashtags – Pre-scheduled and live updates– Information/pack to partners/content influencers – Monitor, evaluate, and respond to conversations
• Owned vs Earned
– KM: Results and lessons learned
SM Buzz calendar
• UNICEF Ethiopia calendar adapted for social media
• Lists events in categories for buzz planning • UNICEF Ethiopia events + UN days+ Ethiopian
holidays + Global/regional launches
SM Channels
• Maintenance of channels: an update per day • Using analytics and evidence to drive
engagement and fans/followers/subscribers • Monitoring conversations on children, child
issues, and programme areas• Reputation Management
SM Capacity Building - Training and experience sharing sessions on
social media - General and focused presentations on
programmes/zone offices Completed - Country Management Team (CMT)- Zone offices (Gambella, Assosa, Mekelle,
Semera, Jijiga, and Hawassa)
SM Capacity Building
Planned - Internal: Oromiya, Dollo Ado, Programmes
(Health, Nutrition, Education, WASH, and Protection)
- External: ETH Gov’t partners, key donors, other UN agencies, and Media
SM Monitoring and EvaluationTypes of reporting:
1. SM Buzz Report - Prepared after SM Buzz implementation - Focused on visit/launch/commemoration events
2. Channel Report - Report on the performance of channels - Report on content influencers and target audience
SM Monitoring and Evaluation
Tools - Hootsuite - Klout - Crowdbooster - Tweetreach- Radiant 6
Part VQuestions and Answers
Assignments
1. Account setup - LinkedIn (setup and completion) - Twitter- Others (facebook, youtube)
2. Photo stories - One photo story (on or before September 26th
2013)