1
Digital Strategy @JimRosenberg
Division of Communications, New York
Digital Strategy
Partnerships
DRAFT
Which of these tools will you use at work
today?
Our goal: Make digital media a tool to help
core work – demystify s...
Digital Strategy
Directions for 2014 - 2017
 Refreshed content strategy: inform and engage with
images, sound, and words
...
DRAFT
Digital Strategy in 71 words
• Social media is your embassy; a good website is your home
country.
– Steady, consiste...
DRAFT
Digital Strategy
Create once, publish everywhere (COPE)
@jimrosenberg
DRAFT
Digital Strategy
Meet people where they are, in their language
• Multilingual
• Mobile/mulitplatform
• Visual
@jimro...
Digital Strategy
Mobile, simpler, visual, targeted
Digital Strategy
Expert voices and views via blogging, live chats
DRAFT
Digital Strategy
Expert voices and views via blogging, live chats
DRAFT
Digital Strategy
Staff have a story, too
10
DRAFT
Digital Strategy
Knowledge and data across platforms
@jimrosenberg
DRAFT
Digital Strategy
Visual storytelling
DRAFT
Digital Strategy
Co-creating and engagement
Voice and personal narrative
DRAFT
Digital Strategy
Co-creating and engagement
DRAFT
Digital Strategy
Partnerships
@jimrosenberg
DRAFT
Digital Strategy
People + Content
• Have a conversation, not a campaign.
• Global frame, local action. Take a global...
17
Thank you! @jimrosenberg
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UNICEF Digital Strategy, social media, mobile, web, video, photo, global communications

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Digital strategy. Engagement through seamless integration of web, social media, visual content. Forming a digital strategy that works across a large global organization. Utilizing visual story telling through social channels. How we measure engagement, and avoid audience fatigue.

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  • Our goal: Make social media a tool to help operational work – demystify social media, have it be just like any other utility
  • Voice and personal narrative


    Yemen
  • 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
    12. DRAFT Digital Strategy Visual storytelling
    13. DRAFT Digital Strategy Co-creating and engagement Voice and personal narrative
    14. DRAFT Digital Strategy Co-creating and engagement
    15. DRAFT Digital Strategy Partnerships @jimrosenberg
    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
    17. 17 Thank you! @jimrosenberg

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