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UNICEF - Social Media Monitoring
 

UNICEF - Social Media Monitoring

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UNICEF is the driving force that helps build a world where the rights of every child are realized. The presentation was given in Geneva in April 2012 by http://www.twitter.com/sebmaje

UNICEF is the driving force that helps build a world where the rights of every child are realized. The presentation was given in Geneva in April 2012 by http://www.twitter.com/sebmaje

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    UNICEF - Social Media Monitoring UNICEF - Social Media Monitoring Presentation Transcript

    • Monitoring Social MediaHow UNICEF uses social mediaTo engage with its publics.
    • Social Media Good
    • Social Media Bad
    • Information DeliveryThe information is delivered in knowledge chunks.
    • StrategyEngaging Stakeholders through Social Media Conversations
    • WHERE DOES MONITORING FIT IN?
    • Evolution of Social Media Monitoring
    • Paid, Owned, Earned MediaOften times a marketing strategy will encompass paid, owned and earnedmedia. Each medium has its own set of metrics. So where does social mediafit in?•  It might be an advertising campaign (paid),•  a Facebook or Twitter channel (owned) and•  some buzz from media and stakeholders (earned).
    • The Monitoring Approach•  Social media Monitoring conversations offers the richness of qualitative research and the sample sizes of quantitative research in real time.•  How do we detect digital smoke signals?
    • GoalEngaging Stakeholders through Social Media Conversations Listen Text “CLIC” to 55668 Discover Measure Engage
    • GoalIn order to detect topic trends, influential stakeholders and the best channels,listening is a paramount. There are two main categories of tools: •  Paid Tools •  Free Tools Text “CLIC” to 55668Listen Discover Measure Engage
    • GoalSet up multiple Google Alerts for your topics and campaigns. The alerts willget delivered directly to your email inbox at the frequency you indicate (e.g.,daily or as they happen).Listen Discover Measure Engage
    • GoalTwitter lists are a helpful tool to follow influencers, journalists and peerorganizations real time and on demand. https://twitter.com/#!/UNICEF/ unicef-worldwide-officesListen Discover Measure Engage
    • GoalEngaging Stakeholders through Social Media Conversations Listen Text “CLIC” to 55668 Discover Measure Engage
    • GoalInteresting Content / Influencers / Topic Trends Text “CLIC” to 55668Listen Discover Measure Engage
    • GoalSocial Mention is a social media search and analysis platform thataggregates user generated content from across the universe into a singlestream of information.Listen Discover Measure Engage
    • GoalTwitalyzer is a tool to evaluate the activity of any Twitter user and report onrelative influence, reach, clout, and other useful measures of success insocial media.Listen Discover Measure Engage
    • GoalTopic Trends Text “CLIC” to 55668Listen Discover Measure Engage
    • GoalEngaging Stakeholders through Social Media Conversations Listen Discover ■  Ongoing Measurement Measure ■  Specific Measurement (events/campaigns) Engage
    • Goal Generic Measurement Reach •  How many people like you on Facebook? •  How many people read you Blog? •  How many people follow you on Twitter? •  How many people watch your videos? Text “CLIC” to 55668Engagement •  How many people comment, like or share your Wall posts? •  How many people link, comment or quote on your blog-posts? •  How many people retweet or mention your Tweets? Influence •  Is a combined metric based on several attributes you assign to users. Social & Civic Media Section is developing a measurement framework. Listen Discover Measure Engage
    • GoalKnow what you want to measure!Formulate SMART objectives in order to measure. We categorize ourobjectives in three groups: Objectives Text “CLIC” to 55668 Tactical Results Capacity Focus on Focus on Focus on learning and channels campaigns sharing Listen Discover Measure Engage
    • Goal LikesFacebook Shares Facebook Likes Comments AudienceEngagement Listen Discover Measure Engage
    • Goal MentionsTwitter Followers RetweetsListen Discover Measure Engage
    • GoalExample Tactical objectives: Increase ratio of users who like, share or comment on our Facebook Posts by 15% between December 2011 until March 2012.Use Facebook Insights to measure: Text “CLIC” to 55668Listen Discover Measure Engage
    • GoalCrowdbooster helps achieve an effective presence on Twitter and Facebookusing metrics connected to social media strategies. Listen Discover Measure Engage
    • GoalSpecific Measurement during #sahelNOW: As expected, #SahelNOW is a large Twitter campaign. Please note, that Facebook data is generally recorded with a delay of 3-4 days. Listen Discover Measure Engage
    • Goal #unicef #SahelNOW #Sahel Text “CLIC” to 55668Listen Discover Measure Engage
    • Goal Selena Gomez triggers most retweets, as well as other celebrities. This is what we call digital ambassadors. Text “CLIC” to 55668Listen Discover Measure Engage
    • Goal #SahelNOW is the most dominant hashtag, followed by #Sahel and #malnutrition. Text “CLIC” to 55668Listen Discover Measure Engage
    • United StatesGoal United Kingdom Brazil Spain•  #SahelNOW is talked about in 141 Countries/Regions Canada•  60% of all Tweets come from the US. Netherlands Argentina•  Top 20 countries: Japan Indonesia Text “CLIC” to 55668 France Mexico Australia Singapore Venezuela Italy Sweden Chile Portugal Listen Discover Measure Engage Germany Korea, Republic of
    • Goal Influencer Marketing http://edition.cnn.com/video/#/video/world/2012/04/04/han-sahel-unicef-social-media.cnnListen Discover Measure Engage
    • GoalEngaging Stakeholders through Social Media Conversations Listen Text “CLIC” to 55668 Discover Measure Engage
    • GoalFive characteristics for successful engagement:•  Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes.•  Be relevant: It’s about the community and not UNICEF. Text “CLIC” to to Add value 55668 discussions.•  Be practical: Use common technologies, such as Slideshare.•  Be patient: Relationships take time, don’t start asking for favours.•  Be active: Engage often and regularly. Offer fresh content. Listen Discover Measure Engage
    • GoalHootSuite is a social media management system to collaboratively executecampaigns across multiple social networks. Text “CLIC” to 55668 Listen Discover Measure Engage