Download - UNICEF Digital Strategy | Mobile Social Trends for 2015

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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

Instagram

WhatsApp

@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


0.00%

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7.00%

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500

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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


0.00%

1.00%

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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


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!