social media at the world bank | content, analytics, strategy, engagement
DESCRIPTION
How the World Bank Learned to Stop Worrying and Love Social Media (brief version) - case study of the World Bank's social media transformation.TRANSCRIPT
![Page 1: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/1.jpg)
How the World Bank Learned to Stop Worrying and Love Social Media
Jim Rosenberg | @jimrosenberg The World Bank |www.worldbank.org | @worldbank
May 2013
![Page 2: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/2.jpg)
Our Mission: End Global Poverty
• Not a bank in the common sense; owned by 188 member countries and working in 100+ countries;
• Provides advisory services, research, as well as low-interest loans, interest-free credits and grants to developing countries;
• A global leader on transparency, access to information, open data and knowledge;
• Our work includes education, health, public administration, infrastructure, financial and private sector development, agriculture, environmental and natural resource management.
Jim Rosenberg | @jimrosenberg
![Page 3: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/3.jpg)
Social Media @worldbank
• 2005 – first blog launches
• 2008 – blogging goes mainstream, social media pioneers
• 2010 – social media policy endorsed / adopted
• 2011 – governance, crowdsourced campaigns, Arabic blog, Chinese microblog
• 2012 / 2013 – HR onboarding, shift from campaigns to conversations / streams
Jim Rosenberg | @jimrosenberg
![Page 4: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/4.jpg)
Which of these tools will you use at work today?
Jim Rosenberg | @jimrosenberg
![Page 5: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/5.jpg)
Meet our Facebook followers • Typical age is 24 • More than 80% in developing
countries • Educated, urban, outspoken • Passionate about:
– Clean air, water, roads – Jobs + education – Anti-corruption + governance – opportunity + growth
• They want a better future
Jim Rosenberg | @jimrosenberg
![Page 6: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/6.jpg)
Multilingual, multiplatform, visual, engaging
6 5/30/2013
WSP Head Jae So & UNICEF’s Tony Lake on World Bank Live Infographic: Oceans (Arabic)
Melinda Gates tweeting about Thinkequal
#Longreads on Voices blog
World Bank Live
YouTube
What Will It Take Video - India
YouTube
![Page 7: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/7.jpg)
Tell a story: before and after
![Page 8: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/8.jpg)
Visuals + Localization = !!!
Jim Rosenberg | @jimrosenberg
![Page 9: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/9.jpg)
Storytellers – inside & outside
9 Jim Rosenberg | @jimrosenberg
![Page 10: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/10.jpg)
Instagram & Tumblr – find the right niche
10 Jim Rosenberg | @jimrosenberg
![Page 11: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/11.jpg)
Beats email.
![Page 12: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/12.jpg)
Make your staff policy easy to use • Use of social media on org
owned/managed channels
• Use of social media in ‘earned’ media (e.g. other sites/platforms that aren’t managed by you)
• Mentions of your work or the org in your own personal social media
• The policy is meant to empower staff to engage around their expertise and work, not to make statements on behalf of the org.
![Page 13: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/13.jpg)
Digital Strategy in 71 words
• Social media is your embassy; a good website is your home country. – You want to own your content? Build a website (Jess3).
– Steady, consistent content is essential to engagement.
• The big picture is comprised of many, many details.
• People are your greatest asset – your own colleagues, as well as the people you serve. – If your clients sense you’re open and engaged, they’ll
be that way, too. Same goes for your staff.
13
Jim Rosenberg | @jimrosenberg
![Page 14: Social Media at the World Bank | Content, Analytics, Strategy, Engagement](https://reader034.vdocuments.site/reader034/viewer/2022052522/554ee1aeb4c905d1158b4d93/html5/thumbnails/14.jpg)
Thank you
Jim Rosenberg | @jimrosenberg