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UNICEF Ethiopia Digital Presentation on Digital Media at UNICEF Ethiopia By Elshadai Negash Social Media Consultant Media and External Relations (MER)

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By Elshadai Negash, Social Media Consultant 2013 Ethiopia

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Page 1: UNICEF Ethiopia Digital Media Strategy

UNICEF Ethiopia Digital

Presentation on Digital Media at UNICEF Ethiopia

By Elshadai Negash Social Media Consultant

UNICEF Ethiopia

Media and External Relations (MER)

Page 2: UNICEF Ethiopia Digital Media Strategy

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)

Page 3: UNICEF Ethiopia Digital Media Strategy

Part I Social Media in Ethiopia

Page 4: UNICEF Ethiopia Digital Media Strategy

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%

Page 5: UNICEF Ethiopia Digital Media Strategy

Ethiopia and Social Media

Page 6: UNICEF Ethiopia Digital Media Strategy

Prospects for Dec 2014FB: 2,252,704

Page 7: UNICEF Ethiopia Digital Media Strategy

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

Page 8: UNICEF Ethiopia Digital Media Strategy

Part IIThe UNICEF Ethiopia’s Digital Media strategy

Page 9: UNICEF Ethiopia Digital Media Strategy

UNICEF Ethiopia Digital

Page 10: UNICEF Ethiopia Digital Media Strategy

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

Page 11: UNICEF Ethiopia Digital Media Strategy

Why Social Media? Vision: Making UNICEF Ethiopia the go-to agency for

children in Ethiopia Joining in conversation with target groups

Page 12: UNICEF Ethiopia Digital Media Strategy

How?Consolidating Partnerships

Expanding professional

networks

Providing Visibility Youth engagement

Policy advocacy and influence

Page 13: UNICEF Ethiopia Digital Media Strategy

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

Page 14: UNICEF Ethiopia Digital Media Strategy
Page 15: UNICEF Ethiopia Digital Media Strategy

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..)

Page 16: UNICEF Ethiopia Digital Media Strategy

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?

Page 17: UNICEF Ethiopia Digital Media Strategy

Who is tuned in?The Donor Community

National Committees

Foreign Correspondents

Page 18: UNICEF Ethiopia Digital Media Strategy

Who is tuned in?Other UN agencies

Private and Government Partners

Ethiopian Media

Page 19: UNICEF Ethiopia Digital Media Strategy

19

Facebook: 2.5 million fans

Twitter: 1.8 million followers

Voices of Youthsocial media: 300,000+

UNICEF Global Accounts – latest figures

Page 20: UNICEF Ethiopia Digital Media Strategy

Part III Integrating Social Media

in MER

Page 21: UNICEF Ethiopia Digital Media Strategy

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

Page 22: UNICEF Ethiopia Digital Media Strategy

Part IV Managing UNICEF Ethiopia’s

SM accounts

Page 23: UNICEF Ethiopia Digital Media Strategy

SM Management at UNICEF Ethiopia

Resource allocation

SM Buzz/SM Pack SM Channels SM Capacity Building SM Monitoring and Evaluation

Page 24: UNICEF Ethiopia Digital Media Strategy

SM Buzz

• Focused outreach activity for visit, launch, commemoration day/week, or major announcement

• Plan -> Execute -> Report/Evaluate

Page 25: UNICEF Ethiopia Digital Media Strategy

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

Page 26: UNICEF Ethiopia Digital Media Strategy

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

Page 27: UNICEF Ethiopia Digital Media Strategy

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

Page 28: UNICEF Ethiopia Digital Media Strategy

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)

Page 29: UNICEF Ethiopia Digital Media Strategy

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

Page 30: UNICEF Ethiopia Digital Media Strategy

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

Page 31: UNICEF Ethiopia Digital Media Strategy

SM Monitoring and Evaluation

Tools - Hootsuite - Klout - Crowdbooster - Tweetreach- Radiant 6

Page 32: UNICEF Ethiopia Digital Media Strategy

Part VQuestions and Answers

Page 33: UNICEF Ethiopia Digital Media Strategy

Assignments

1. Account setup - LinkedIn (setup and completion) - Twitter- Others (facebook, youtube)

2. Photo stories - One photo story (on or before September 26th

2013)