Digital Media Workshops   UNDP – Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
UN Millennium Campaign http://endpoverty2015.org/ http:// www.standagainstpoverty.org /
UN Millennium Campaign
UN Millennium Campaign <ul><li>2008: </li></ul><ul><ul><li>116 Million  participation worldwide with all efforts combined ...
UN Millennium Campaign <ul><li>15,043  total blog posts  on “poverty” during the campaign days with  13,498,280 combined r...
UN Millennium Campaign <ul><li>Exclusive social media tie-ups </li></ul><ul><ul><li>Youtube video game/ Blog action day </...
UN Millennium Campaign <ul><li>What message is delivered? </li></ul><ul><ul><li>Clear, simple, straighforward </li></ul></...
Implementation – Org.
The  WAVE  Model The 3  W  Questions Finding Your  A udience Use  V ersatile Tools E ngage Your Audience
The 3  W  Questions <ul><li>What  do we want to achieve? </li></ul><ul><ul><li>Measurable and achievable </li></ul></ul><u...
Finding Your  A udience <ul><li>Where   is your audience located? </li></ul><ul><ul><li>Grassroot vs. Educated elites </li...
Use  V ersatile Tools Topics Style/Tone Frequency Goal Text/ Video/Sound? Contributors Communication Plan
E ngage Your Audience
UNDP’s Challenge <ul><li>What does UNDP do? </li></ul><ul><ul><li>Ongoing confusion </li></ul></ul><ul><ul><li>Breadth and...
Implementation - Individuals
 
Be  Digital , Be  Social G row together
Reference <ul><li>UN Social Media Guidelines DRAFT, June 2010 (Internal) </li></ul><ul><li>UNDP Social Media Guidelines DR...
About the Speaker <ul><li>Ma Jinxin (Yolanda) </li></ul><ul><ul><li>A Chinese freelancer based in Hong Kong. </li></ul></u...
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Implementation of Digital Media - Workshop for UNDP - Environment & Energy

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This is the last session of the digital media workshops I delivered at United Nations Development Programme (Beijing Office), to its Environment and Energy Team.

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  • Photo source: http://img.webmd.com/dtmcms/live/webmd/consumer_assets/site_images/articles/health_tools/baby_milestones_1_slideshow/getty_rf_photo_of_baby_cruising_on_stairs.jpg
  • Han Han: http://hiphotos.baidu.com/yang2008108/pic/item/6ab12afcf3652ceefd037f07.jpg Do research, interviews and surveys within country offices The first audience is the educated public: journalists, teachers, NGO&apos;s and others People want to know: what are they doing? who&apos;s doing it? how much money is there? how is it being spent? Bonus: comm targeted at the general public will be easily understood by all other audiences
  • It takes on average 9 months to build a fully functioning community, where you have converted outsiders to passive, active or even passionate members Engagement through purposeful dialogue. Listening Engaging, initiating and creating Measuring and responding
  • UNDP&apos;s work will always be more complex than the story that is effective for the general public really deep and requires so much knowledge that most people don&apos;t have 2. UNDP&apos;s purpose is to improve human development but the orgnization does not communicate what that menas for humanity. UN&apos;s internal activities Too often, the subject matter is UNDP itself instead of the communities it helps
  • Photo source: http://www.flickr.com/photos/chipsmith/3207638822/
  • Implementation of Digital Media - Workshop for UNDP - Environment & Energy

    1. 1. Digital Media Workshops UNDP – Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
    2. 2. UN Millennium Campaign http://endpoverty2015.org/ http:// www.standagainstpoverty.org /
    3. 3. UN Millennium Campaign
    4. 4. UN Millennium Campaign <ul><li>2008: </li></ul><ul><ul><li>116 Million participation worldwide with all efforts combined together; </li></ul></ul><ul><ul><li>Includes 73 million , highest number of participation from Asia ; </li></ul></ul><ul><ul><li>Inclusion of social media strategy resulted in 62% growth in participation in 2008 compared to year 2007 </li></ul></ul>
    5. 5. UN Millennium Campaign <ul><li>15,043 total blog posts on “poverty” during the campaign days with 13,498,280 combined readership </li></ul>
    6. 6. UN Millennium Campaign <ul><li>Exclusive social media tie-ups </li></ul><ul><ul><li>Youtube video game/ Blog action day </li></ul></ul><ul><li>Demographics based behavioral targeting </li></ul><ul><ul><li>Orkut (South America) instead of Facebook </li></ul></ul><ul><li>Online/Offline synchronization </li></ul>
    7. 7. UN Millennium Campaign <ul><li>What message is delivered? </li></ul><ul><ul><li>Clear, simple, straighforward </li></ul></ul><ul><li>Which group of people are targeted? </li></ul><ul><ul><li>General public </li></ul></ul><ul><li>What platforms are used? </li></ul><ul><ul><li>Youtube, blogs, traditional media </li></ul></ul><ul><li>How’s the result? </li></ul>
    8. 8. Implementation – Org.
    9. 9. The WAVE Model The 3 W Questions Finding Your A udience Use V ersatile Tools E ngage Your Audience
    10. 10. The 3 W Questions <ul><li>What do we want to achieve? </li></ul><ul><ul><li>Measurable and achievable </li></ul></ul><ul><li>Why do we want to achieve that? </li></ul><ul><ul><li>Real driver </li></ul></ul><ul><li>Who can help achieve the goals? </li></ul><ul><ul><li>Partnerships: gov., donors, individuals </li></ul></ul>
    11. 11. Finding Your A udience <ul><li>Where is your audience located? </li></ul><ul><ul><li>Grassroot vs. Educated elites </li></ul></ul><ul><li>Which social tools are they using? </li></ul><ul><ul><li>Varies from country to country </li></ul></ul><ul><li>Who are their thought leaders? </li></ul><ul><li>Know them, </li></ul><ul><li>Study them, </li></ul><ul><li>Connect to them </li></ul>Hu Jintao Han Han
    12. 12. Use V ersatile Tools Topics Style/Tone Frequency Goal Text/ Video/Sound? Contributors Communication Plan
    13. 13. E ngage Your Audience
    14. 14. UNDP’s Challenge <ul><li>What does UNDP do? </li></ul><ul><ul><li>Ongoing confusion </li></ul></ul><ul><ul><li>Breadth and diversity of programs </li></ul></ul><ul><ul><li>Industry-specific language </li></ul></ul><ul><li>Why does UNDP matter? </li></ul>
    15. 15. Implementation - Individuals
    16. 17. Be Digital , Be Social G row together
    17. 18. Reference <ul><li>UN Social Media Guidelines DRAFT, June 2010 (Internal) </li></ul><ul><li>UNDP Social Media Guidelines DRAFT </li></ul><ul><li>Creating the WAVE - Social Media Plan For Non Profits, by Arjan Tupan of Capgemini </li></ul><ul><li>HUGE presentation on new online strategy for UNDP </li></ul>
    18. 19. About the Speaker <ul><li>Ma Jinxin (Yolanda) </li></ul><ul><ul><li>A Chinese freelancer based in Hong Kong. </li></ul></ul><ul><ul><li>Focusing on new media, digital marketing, and civil society development in China. </li></ul></ul><ul><li>Website: http://majinxin.com </li></ul><ul><li>Profile: LinkedIn </li></ul><ul><li>Contact: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>MSN: [email_address] </li></ul></ul><ul><ul><li>QQ: 16253322 </li></ul></ul><ul><ul><li>Sina Weibo: 馬金馨 </li></ul></ul><ul><ul><li>Skype: majinxin.cn </li></ul></ul>
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