Global Digital Trends for 2015 and UNICEF’s Digital Strategy  presented at Dialogkonferansen 2014, Strømstad Sweden @JimRosenberg Other modern technologies at age 20; imagine how far we’ll go with the consumer-facing internet. 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. 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 multilingual world. Our content and engagement must reflect that.  Content and engagement efforts should include people with low- or no- internet connectivity.  All products and services should be mobile-first and multiplatform.   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. Conversations > Campaigns.  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.

1. 1
Global
Digital
Trends
for
2015
and
UNICEF’s
Digital
Strategy
Dialogkonferansen
2014,
Strømstad
Sweden
|@JimRosenberg

2. 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

3. 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

4. DRAFT
Facebook reach
4
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

5. DRAFT
Mobile + social = ?
@jimrosenberg

6. DRAFT
h"p://www.kpcb.com/internet-­‐trends

7. Global Trends
What’s here = what’s there: “We don’t like pictures like this.”
@jimrosenberg

8. 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

9. DRAFT
Which of these tools will you use at work
today?
(Social
media
is
for
everyone,
not
just
the
markeSng/comms
team)
@jimrosenberg

10. 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

11. 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

12. DRAFT
Digital Strategy
Meet People Where They Are, in Their Language
• MulSlingual
• Mobile/mulSplaborm
• Visual
@jimrosenberg

13. Digital Strategy
UNICEF.org re-design: simpler, more visual, more targeted

14. Digital Strategy
Expert voices and views via blogging, live chats

15. DRAFT
Digital Strategy
Expert voices and views via blogging, live chats

16. DRAFT
Digital Strategy
Staff have a story, too
16

17. DRAFT
Digital Strategy
Engaging staff = better recruiting
• Alliance
with
HR
• Get
all
staff
on
Linkedin
• Engaged
staff
=
effecSve
staff
@jimrosenberg

18. DRAFT
Digital Strategy
Knowledge and data across platforms
• MulSlingual
• MulSplaborm
• Mobile-­‐first
• Data
driven

19. DRAFT
Digital Strategy
Visual storytelling
@jimrosenberg

20. DRAFT
Digital Strategy
Co-creating and engagement
Voice
and
personal
narraSve
@jimrosenberg

21. DRAFT
Digital Strategy
Co-creating and engagement

22. DRAFT
Digital Strategy
Several Paths to the Same Story/Content
@jimrosenberg

23. DRAFT
Digital Strategy
Analysis of results Q1/Q2 2014
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
2013
Q3
2013
Q4
2014
Q1
2014
Q2
UNICEF.org
Sessions
and
Sessions
per
User
Sessions
Sessions/user
@jimrosenberg

24. DRAFT
Digital Strategy
Analysis of results Q1/Q2 2014
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
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

25. DRAFT
Digital Strategy
Analysis of results Q1/Q2 2014
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0
10
20
30
40
50
60
70
80
90
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

26. DRAFT
Digital Strategy
Analysis of results Q1/Q2 2014
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

27. DRAFT
Digital Strategy
What’s old is new
@jimrosenberg
2004
2014
2004
Websites
are
not
like
fine
wine….

28. 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

29. DRAFT
Digital Strategy
Create Once, Publish Everywhere (COPE)
@jimrosenberg
From
howto.gov

30. 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

31. 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

32. DRAFT
@jimrosenberg
32
UNICEF’s
Digital
Strategy
&
Global
Trends
for
2015
Dialogkonferansen
2014,
Strømstad
Sweden
|@JimRosenberg
Thank
you!