Post on 13-Nov-2014
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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
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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
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1,000,000
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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%
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0
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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%
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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!