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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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
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11. DRAFT
Digital Strategy
Knowledge and data across platforms
@jimrosenberg

12. DRAFT
Digital Strategy
Visual storytelling

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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

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Thank you! @jimrosenberg