Building a Successful Social Media Strategy. Social Media: Why should I care?
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Transcript of Building a Successful Social Media Strategy. Social Media: Why should I care?
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Building a Successful Social Media Strategy
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Social Media:
Why should I care?
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The Challenge Drought left one million children aged below five in danger of server malnutrition in the SahelCrisis affecting an estimated 10 million people Media apathy and donor fatigue – challenge was to get people talking about Sahel, but also drive donations > how to get the Sahel crisi into the news agenda and sound the alarm on the crisisSocial media!
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The Approach: Creating ‘Brilliant’ Basics
To elevate the underreported issue of one million children of being at risk of dying as a result of the Sahel nutrition crisis, UNICEF launched #SahelNOW in February 2012. A Joint effort of country offices, fundraising department, social media and communication departments based in HQ and external creative partnersMain goal: raising funds and awarenessMain approach: roll out a social media package (English, Spanish, French) coinciding with Anthony Lake’s visit to Chad
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The Approach: Sustaining the MomentumKeep the buzz alive: web-based timeline, continue to create social media materials (call to action animation, stumulating infographics, #SahelNOW t-shirts), identify relevant content from partners, produced “Memories of Sahel”
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Approach: Sustaining the Momentum
•www.sahelnow.org blog•Additional social media packages prepared and pushed out each week to maintain the buzz •Two Facebook applications
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The Results: Impact
“It costs around $ 100 to save a child from chronic #malnutrition. Want to learn about ways to help? Supportunicef.org/sahel”
Shakira, via Facebook
•Between 29 March 2012 and 03 May 2012 : From the day of the #SahelNOW campaign launch, the hashtag dominated the online conversations about the Sahel nutrition crisis >>> tweeted 95k times and 79k times retweeted by 46k contributors.•The hashtag received 446k impressions
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The Results: Reach•Biggest communication moment was 3 April 2012. Nearly 10% of all mentions occurred on that day. •Second biggest communication momentum: 19 April due to a picture posted by Selena Gomez with a call to action.
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The Results: Share of voice
The #SahelNOW hashtag was picked up by a large group of peer organisations, such as WFP, Oxfam, UNDP and others and quickly became the most used hashtag related to the Sahel crisis.
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The Results: Demographics
#SahelNOW campaign mentioned in 185 countries
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The Results: Role of UNICEF Celebrities
“#SahelNOW needs our help. Sahel is in a food crisis. Visit unicefusa.org to learn more. Let’s make #SahelNOW a trending topic”
Selena Gomez, via Facebook
•Shakira, Mia Farrow, Selena Gomez provided support since the beginning•Actors, musicians, models, athletes, artist from all over the world joined in spontaneously•@Selena Gomez drove most conversations and cosistely used the #SahelNOW hashtag in her conversations •Goodwill ambassadors triggered active conversations on Facebook
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Creative Partners
Creative partners triggered action in more than 100 countries.
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Social media
strategy
Background
Current social media landscape
Objectives
Target audience
Platforms and
content
Team structure
Workflow for content
Managing risks
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