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Implementation of Digital Media - Workshop for UNDP - Environment & Energy


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This is the last session of the digital media workshops I delivered at United Nations Development Programme (Beijing Office), to its Environment and Energy Team.

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Implementation of Digital Media - Workshop for UNDP - Environment & Energy

  1. 1. Digital Media Workshops UNDP – Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
  2. 2. UN Millennium Campaign http:// /
  3. 3. UN Millennium Campaign
  4. 4. UN Millennium Campaign <ul><li>2008: </li></ul><ul><ul><li>116 Million participation worldwide with all efforts combined together; </li></ul></ul><ul><ul><li>Includes 73 million , highest number of participation from Asia ; </li></ul></ul><ul><ul><li>Inclusion of social media strategy resulted in 62% growth in participation in 2008 compared to year 2007 </li></ul></ul>
  5. 5. UN Millennium Campaign <ul><li>15,043 total blog posts on “poverty” during the campaign days with 13,498,280 combined readership </li></ul>
  6. 6. UN Millennium Campaign <ul><li>Exclusive social media tie-ups </li></ul><ul><ul><li>Youtube video game/ Blog action day </li></ul></ul><ul><li>Demographics based behavioral targeting </li></ul><ul><ul><li>Orkut (South America) instead of Facebook </li></ul></ul><ul><li>Online/Offline synchronization </li></ul>
  7. 7. UN Millennium Campaign <ul><li>What message is delivered? </li></ul><ul><ul><li>Clear, simple, straighforward </li></ul></ul><ul><li>Which group of people are targeted? </li></ul><ul><ul><li>General public </li></ul></ul><ul><li>What platforms are used? </li></ul><ul><ul><li>Youtube, blogs, traditional media </li></ul></ul><ul><li>How’s the result? </li></ul>
  8. 8. Implementation – Org.
  9. 9. The WAVE Model The 3 W Questions Finding Your A udience Use V ersatile Tools E ngage Your Audience
  10. 10. The 3 W Questions <ul><li>What do we want to achieve? </li></ul><ul><ul><li>Measurable and achievable </li></ul></ul><ul><li>Why do we want to achieve that? </li></ul><ul><ul><li>Real driver </li></ul></ul><ul><li>Who can help achieve the goals? </li></ul><ul><ul><li>Partnerships: gov., donors, individuals </li></ul></ul>
  11. 11. Finding Your A udience <ul><li>Where is your audience located? </li></ul><ul><ul><li>Grassroot vs. Educated elites </li></ul></ul><ul><li>Which social tools are they using? </li></ul><ul><ul><li>Varies from country to country </li></ul></ul><ul><li>Who are their thought leaders? </li></ul><ul><li>Know them, </li></ul><ul><li>Study them, </li></ul><ul><li>Connect to them </li></ul>Hu Jintao Han Han
  12. 12. Use V ersatile Tools Topics Style/Tone Frequency Goal Text/ Video/Sound? Contributors Communication Plan
  13. 13. E ngage Your Audience
  14. 14. UNDP’s Challenge <ul><li>What does UNDP do? </li></ul><ul><ul><li>Ongoing confusion </li></ul></ul><ul><ul><li>Breadth and diversity of programs </li></ul></ul><ul><ul><li>Industry-specific language </li></ul></ul><ul><li>Why does UNDP matter? </li></ul>
  15. 15. Implementation - Individuals
  16. 17. Be Digital , Be Social G row together
  17. 18. Reference <ul><li>UN Social Media Guidelines DRAFT, June 2010 (Internal) </li></ul><ul><li>UNDP Social Media Guidelines DRAFT </li></ul><ul><li>Creating the WAVE - Social Media Plan For Non Profits, by Arjan Tupan of Capgemini </li></ul><ul><li>HUGE presentation on new online strategy for UNDP </li></ul>
  18. 19. About the Speaker <ul><li>Ma Jinxin (Yolanda) </li></ul><ul><ul><li>A Chinese freelancer based in Hong Kong. </li></ul></ul><ul><ul><li>Focusing on new media, digital marketing, and civil society development in China. </li></ul></ul><ul><li>Website: </li></ul><ul><li>Profile: LinkedIn </li></ul><ul><li>Contact: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>MSN: [email_address] </li></ul></ul><ul><ul><li>QQ: 16253322 </li></ul></ul><ul><ul><li>Sina Weibo: 馬金馨 </li></ul></ul><ul><ul><li>Skype: </li></ul></ul>