UNICEF Digital Strategy, social media, mobile, web, video, photo, global communications
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The draft digital strategy focuses on enhancing UNICEF's digital media capabilities from 2014 to 2017 by improving content strategy, storytelling, and global engagement. Key elements include creating consistent, multilingual, and mobile-friendly content while emphasizing the importance of collaboration and personal narratives. The strategy advocates for local adaptation of global messages and integrating various media through an editorial calendar.
UNICEF Digital Strategy, social media, mobile, web, video, photo, global communications
- 1. 1 Digital Strategy @JimRosenberg Division of Communications, New York Digital Strategy Partnerships
- 2. 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
- 3. 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
- 4. 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
- 5. DRAFT Digital Strategy Create once, publish everywhere (COPE) @jimrosenberg
- 6. DRAFT Digital Strategy Meet people where they are, in their language • Multilingual • Mobile/mulitplatform • Visual @jimrosenberg
- 7. Digital Strategy Mobile, simpler, visual, targeted
- 8. Digital Strategy Expert voices and views via blogging, live chats
- 9. DRAFT Digital Strategy Expert voices and views via blogging, live chats
- 10. DRAFT Digital Strategy Staff have a story, too 10
- 11. DRAFT Digital Strategy Knowledge and data across platforms @jimrosenberg
- 13. DRAFT Digital Strategy Co-creating and engagement Voice and personal narrative
- 14. DRAFT Digital Strategy Co-creating and engagement
- 16. DRAFT Digital Strategy People + 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