Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
‘Our people areour voice’Towards a social mediastrategy for the UnitedNationsSummer 2012A well-meaning suggestion from Joe...
Overview                                 Research. Strategy. Plan. Next steps.Joe Mitchell   Not (yet) the views of anyone...
ResearchJoe Mitchell   Not (yet) the views of anyone who works at the UN   September 2012
Research: Where is everyone?Joe Mitchell       Not (yet) the views of anyone who works at the UN   September 2012
Research: What languages can they read?      Language                    Literate population              % of the worlds ...
Research: What do they think of the UN?               http://www.pewglobal.org/2012/06/13/chapter-4-rating-countries-and-i...
Research: What do they think of the UN?               Images © Jeremiah OwyangJoe Mitchell                  Not (yet) the ...
Research: What do they think of the UN?Joe Mitchell       Not (yet) the views of anyone who works at the UN   September 2012
Research: Towards a better evidence base               • Good strategies come from good                 data              ...
StrategyJoe Mitchell   Not (yet) the views of anyone who works at the UN   September 2012
Strategy: What already exists?Joe Mitchell        Not (yet) the views of anyone who works at the UN   September 2012
Strategy: Modeling corporate social media       http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-fiv...
Strategy: Modeling corporate social media       http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-fiv...
Strategy: Vision and mission               Vision: Our people are our voice               Mission: to train, prepare and s...
Strategy: SMART goals       Objective   Output for DPI (by        Intermediate           Long term                   2014…...
Strategy: SMART goals       Objective         Output for DPI          Intermediate        Long term                       ...
PlanJoe Mitchell   Not (yet) the views of anyone who works at the UN   September 2012
Plan: Data on staff use of social media               Age               How many               social media               ...
Plan: Data on staff use of social media               Which language               do you mainly use               for soc...
Plan: Staff training and engagement plan               Individual incentives                                  Social facto...
Plan: Corporate accounts               Mini-vision: run smarter digital profiles               where the people are (think...
Plan: Corporate accounts                               Twitter   Facebook   Tumblr   Blogs   Pinterest   Storify    etc   ...
Plan: Corporate accounts                                       Management               Google                            ...
Next stepsJoe Mitchell   Not (yet) the views of anyone who works at the UN   September 2012
Next steps: immediately               1. Survey all UN staff               2. Initiate UN-system wide social media        ...
Next steps: within three months               1. Continue to publicise this draft and                  consult management ...
Next steps: within six months               1. Meet with members of the CoI to                  consult and seek feedback;...
Next steps: at one year               1. Monitor strategy implementation:                  publish annual progress report,...
FINQuestions / comments?Thanks to: New York DPI people as well asSilke von Brockhausen, Beatrice Frey, KarineLanglois, Rox...
Upcoming SlideShare
Loading in …5
×

Towards a UN social media strategy

1,966 views

Published on

Slide notes in the comments. My apologies that SlideShare removes line breaks! If you have time, check out the full written document in my uploads.

Published in: Business
  • I recovered from bulimia. You can too! learn more... ♣♣♣ http://scamcb.com/bulimiarec/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Towards a UN social media strategy

  1. 1. ‘Our people areour voice’Towards a social mediastrategy for the UnitedNationsSummer 2012A well-meaning suggestion from Joe Mitchell, whileinterning at the Dept for Public Information
  2. 2. Overview Research. Strategy. Plan. Next steps.Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  3. 3. ResearchJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  4. 4. Research: Where is everyone?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  5. 5. Research: What languages can they read? Language Literate population % of the worlds literate population Chinese (Mandarin) 794,947,565 14.68% English 572,977,034 10.58% Spanish 295,968,824 5.47% Hindi/Urdu 230,560,488 4.26% Arabic 229,444,922 4.24% French 220,326,329 4.07% Russian 194,503,049 3.59% Portuguese 191,739,619 3.54% Japanese 126,159,159 2.33% Bengali 107,897,009 1.99% German 93,969,555 1.74% http://journal.lib.uoguelph.ca/index.php/perj/article/viewFile/826/1357Joe Mitchell September 2012
  6. 6. Research: What do they think of the UN? http://www.pewglobal.org/2012/06/13/chapter-4-rating-countries-and-institutions/Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  7. 7. Research: What do they think of the UN? Images © Jeremiah OwyangJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  8. 8. Research: What do they think of the UN?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  9. 9. Research: Towards a better evidence base • Good strategies come from good data • Data like this would be valued across the UN system • Partner with other system bodies or commercial media companies?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  10. 10. StrategyJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  11. 11. Strategy: What already exists?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  12. 12. Strategy: Modeling corporate social media http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways- companies-organize-for-social-business/Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  13. 13. Strategy: Modeling corporate social media http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways- companies-organize-for-social-business/Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  14. 14. Strategy: Vision and mission Vision: Our people are our voice Mission: to train, prepare and support UN staff to lead digital conversations in their areas of work.Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  15. 15. Strategy: SMART goals Objective Output for DPI (by Intermediate Long term 2014…) outcome (by 2015) outcome (by 2016) Training More digital staff Culture change (0.5% across all depts) (5% field staff, 10% (+10% ‘feel HQ digital) engaged’, Mentoring ‘empowered’) Better known staff (0.1%) (>100 with >5,000 Public awareness followers) (+10% ‘I know about the UN’) Staff as Reduced number of Better corporate voice Transparency corporate accounts accounts (+25% (30%) (number of independent Training, template languages, correct accountability branding, UNICs to strategies for UNICs score) have individual (all) strategies)Joe Mitchell September 2012
  16. 16. Strategy: SMART goals Objective Output for DPI Intermediate Long term (by 2014) outcome (by 2015) outcome (by 2016) Better internal Education and Increased use of Better informed communication training for senior social media for staff leaders internal communication (+25% in, e.g., (Presentations and training to all USGs, ‘I know what the UN (+1500% internal ASGs, D2s) system is doing’, interaction) ‘I know what my colleagues are Reduced email working on’.) burden (-25% emails)Joe Mitchell September 2012
  17. 17. PlanJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  18. 18. Plan: Data on staff use of social media Age How many social media platforms do you use?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  19. 19. Plan: Data on staff use of social media Which language do you mainly use for social media? Would you be interested in receiving social media training?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  20. 20. Plan: Staff training and engagement plan Individual incentives Social factors Increase perception of benefits Create the idea that social media work is the norm Reduce the fear of social media Individual capacity and Structural factors knowledge Make sure there are no Establish how-to physical barriers to knowledge with all staff accessing social media platforms Safe practice space?Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  21. 21. Plan: Corporate accounts Mini-vision: run smarter digital profiles where the people are (think languages, platforms) • Audit • Map and reorganise with the user and UN resource in mind • It is not necessary to be everywhere • Clear and powerful brandingJoe Mitchell September 2012
  22. 22. Plan: Corporate accounts Twitter Facebook Tumblr Blogs Pinterest Storify etc User base? What do people use it for? What overarching strategic goal does UN use of this platform meet? What content should be shared here? Who provides that content? What is our SMART goal for this platform? Ultimate responsibilityJoe Mitchell September 2012
  23. 23. Plan: Corporate accounts Management Google Social media Public Spreadsheet mgmt tool platforms (All UN staff, (Small admin (One person with training) team) per platform)Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  24. 24. Next stepsJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  25. 25. Next steps: immediately 1. Survey all UN staff 2. Initiate UN-system wide social media audit 3. Request help in building the evidence base for a robust strategy 4. Start discussion with everyone, on the UN goals for social media 5. Begin work with legal and procurement teams for platform negotiation 6. Share this draft strategy with DPI, UN, UN system colleagues for feedbackJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  26. 26. Next steps: within three months 1. Continue to publicise this draft and consult management and staff on strategic objectives 2. Rework this strategy as appropriate given the above, and the UN staff digital survey results 3. Work towards gaining approval from senior management (USG, beyond) 4. Initiate development of a training programme, guidelines, branding rules, kits, templates, etc for all staffJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  27. 27. Next steps: within six months 1. Meet with members of the CoI to consult and seek feedback; 2. Seek SMART goals sign off from senior managers and their commitment to support staff to meet them; 3. Launch training programme, guidance documents etc 4. Seek partnerships with digital media companies and across UN system to research global user data (and seek resources to commission independent research)Joe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  28. 28. Next steps: at one year 1. Monitor strategy implementation: publish annual progress report, include re-survey of UN staff 2. Identify what works and what doesn’t, iterate and change, check SMART goals still achievable and relevantJoe Mitchell Not (yet) the views of anyone who works at the UN September 2012
  29. 29. FINQuestions / comments?Thanks to: New York DPI people as well asSilke von Brockhausen, Beatrice Frey, KarineLanglois, Roxana Samii and Justin Smith.All photos (CC) UNPhoto Joe Mitchell

×