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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 social media, have it be
just like any other utility.
@jimrosenberg
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
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
DRAFT
Digital Strategy
Create once, publish everywhere (COPE)
@jimrosenberg
DRAFT
Digital Strategy
Meet people where they are, in their language
• Multilingual
• Mobile/mulitplatform
• Visual
@jimrosenberg
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 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
Thank you! @jimrosenberg

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Editor's Notes

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