united nations development group training 16_march2016
TRANSCRIPT
#UNDPSocial | @LottaLei
Communicating for Impact
UN Development Group training16 March 2016 | #UNDPSocial
#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 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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The Anatomy of a tweet
Tip: add “.” when you start a sentence w/
@Ask me why
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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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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
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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 # before using it.•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•Don’t tag a million handles at the end of your sentence like an internal conversation in public
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Storytelling as thought leaders
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The Anatomy of a tweet
Tip: add a hashtag at the
end.
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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•Take photos (remember to use the “edit” function on Twitter)
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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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 shortener
Don’t!•Host your own Twitter chat•Think about your time, staff, consultants’ and interns’ time as an organizational resources•Don’t start your own team handle•It takes time to grow a viable audience•Use existing platforms (@undp)•Don’t livestream from Periscope randomly
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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 Card
Useful for?•Summarizing complex processes using simple visuals•Promoting reports & complex processes ( ie: #COP21 negotiations, #SDGs processes)•Photo cards should have 1 sentence using simple marketing words & powerful data (ie: 1 in 3 Syrian refugee households now headed by women) + positive call to action
Not for!•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)•Jargon without thinking of design or marketing standards
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WHAT MAKES SOCIAL MEDIA STAFF HAPPY/UNHAPPY
DO•Reach out to your focal point + [email protected] before you develop a social strategy•Think about social media/comms efforts as $ you’re spending (even interns’ labor)•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•Always think about stretching comms. $ (can I get a blog out of it? Can I tweet?)•Be creative but remember digital/social rules
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The Don’ts
Don’t• Create your own team’s Twitter handles, Facebook, websites, Youtube, photoblog, etc. (ask me why)•Selfies are not news•Ask for access to @UNDPLIVE for untrained staff/consultants/interns (they become spokespeople for @UNDPLIVE)—you are accountable when there’s a social media fail. •Dark photos of people at meetings isn’t news•Don’t establish your own Twitter chats •Use jargon without thinking of design, marketing standards, and audience using the hashtag•Compromise quality control or the brand •Don’t task untrained sub-ordinates to manage your marketing campaign•You are accountable if a Twitter fail happens•Don’t tell us after the fact •Don’t go rogue & expect corporate resources/time/support. Corporate capacities & resources serve to protect UNDP’s brand (not fragment it by advising on initiatives that support further fragmentation of brand identity)
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When in doubt, think about CHIMPERY
•TWEET STRATEGICALLY•TWEET W/O JARGON/ACRONYMS•TWEET CONTENT PEOPLE WILL WANT TO READ•THINK USER EXPERIENCE•YOU ARE A BRAND AMBASSADOR MARKETING #GLOBALDEV •BE HUMAN (no jargons)
Imagine a monkey that is trying to force feed bananas (tweets) to everyone and anyone passing by w/o rhyme or reason.
DON’T BE THAT MONKEY!
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To tweet or not to tweet?
Got a scoop? Get in touch!
Social Media [email protected]
Media & [email protected]
Publications, [email protected]
Online & [email protected]
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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]
#UNDP50 Resources:Toolkit & Trello
Others:
• UNDP’s approach to social media
• Join commnet • Join Yammer
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Have a whale of a tale to tell!