unicef digital strategy, social media, mobile, web, video, photo, global communications

Post on 05-Sep-2014

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Digital strategy. Engagement through seamless integration of web, social media, visual content. Forming a digital strategy that works across a large global organization. Utilizing visual story telling through social channels. How we measure engagement, and avoid audience fatigue.

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Digital Strategy @JimRosenbergDivision of Communications, New York

Digital StrategyPartnerships

DRAFT

Which of these tools will you use at work today?

Our goal: Make digital media a tool to help core work – demystify social media, have it be just like any other utility.

@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

Global blog & social media guidelines

New unicef.org@jimrosenberg

DRAFT

Digital Strategy in 71 words

• Social media is your embassy; a good website is your home country.– Steady, consistent content is essential to engagement.– Owned content > Facebook’s algorithms.

• The big picture is comprised of many, many details.– The perfect tweet or flawless video takes time, 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

DRAFTDigital Strategy

Create once, publish everywhere (COPE)

@jimrosenberg

DRAFTDigital Strategy

Meet people where they are, in their language

• Multilingual• Mobile/mulitplatform• Visual

@jimrosenberg

Digital Strategy

Mobile, simpler, visual, targeted

Digital Strategy

Expert voices and views via blogging, live chats

DRAFTDigital Strategy

Expert voices and views via blogging, live chats

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DRAFTDigital Strategy

Staff have a story, too

DRAFTDigital Strategy

Knowledge and data across platforms

@jimrosenberg

DRAFTDigital Strategy

Visual storytelling

DRAFTDigital Strategy

Co-creating and engagement

Voice and personal narrative

DRAFTDigital Strategy

Co-creating and engagement

DRAFTDigital Strategy

Partnerships

@jimrosenberg

DRAFTDigital StrategyPeople + Content

• Have a conversation, not a campaign.

• Global frame, local action. Take a global message that national markets/teams can adapt. Messages and calls to action should be easily tailored and localized by language, country.

• Have one integrated editorial calendar. Media, marketing, web, social, offline, visuals.

• Team: balance all-rounders with deep expertise.

• Do fewer things better.

• Find the storyteller in the elevator. @jimrosenberg

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Thank you! @jimrosenberg

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