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Claire Baumann
@clairebau
cbaumann@unfoundation.org
How to engage and build an audience with
limited resources
Link the UN’s work with others around the world, mobilizing
organizations to help the UN tackle global issues
Our networks...
Our Challenge:
How do we engage people around complex policies
that impact their lives?
The Sustainable Development Goals
A 17-point plan
to end poverty,
tackle climate change,
and fight injustice and inequalit...
• Goal:
• Improve and escalate coverage of the Global Goals and global development issues
• Theory:
• With more coverage, ...
Who We’re Reaching
The Next Generation of Digitally Engaged Influencers
Young professionals, ages 25-34, are the leading g...
External evaluation and
research shows the public
conversation on global
development issues has
increased exponentially si...
Daniel: please insert picture or graphic please
Created moments through Twitter Chats and editorial campaigns
to convene o...
Additional Campaigns Built
Through Networks
#ShareGood:
In Partnership with Kenneth Cole
#EarthToParis: A Climate Movement
Takeaways
Get ahead of a big event by creating a moment
where you are the convener
Employ networks and networks of network...
THANK YOU
Claire Baumann
@clairebau
cbaumann@unfoundation.org
Generating Buzz Online - Claire Baumann, UN Foundation
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Generating Buzz Online - Claire Baumann, UN Foundation

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Claire Baumann, Senior Editor, Digital Media at the United Nations Foundation, talked about how to use networks, as well as networks of networks to create campaigns and initiatives with big reach and engagement. She drew on examples from the recent Global Goals and Earth to Paris campaigns on behalf of the United Nation’s recently adopted Sustainable Development Goals and December’s Paris Agreement for climate change action that saw billions of impressions around the world.

She did this presentation at the NetSquared DC event titled Generating Buzz & Loyalty Online on January 28, 2016 held at Vanguard Communications.

Published in: Technology
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Generating Buzz Online - Claire Baumann, UN Foundation

  1. 1. Claire Baumann @clairebau cbaumann@unfoundation.org
  2. 2. How to engage and build an audience with limited resources
  3. 3. Link the UN’s work with others around the world, mobilizing organizations to help the UN tackle global issues Our networks and networks of networks: • UN Foundation Campaigns and Initiatives (Girl Up, Shot@Life, Nothing But Nets, Global Alliance for Clean Cookstoves) • +SocialGood Advisors and Connectors • NGO networks (Action/2015 coalition partners, Earth To Paris partners) • UN Foundation Influencers • Communications Corps What We Do
  4. 4. Our Challenge: How do we engage people around complex policies that impact their lives?
  5. 5. The Sustainable Development Goals A 17-point plan to end poverty, tackle climate change, and fight injustice and inequalities #GlobalGoals
  6. 6. • Goal: • Improve and escalate coverage of the Global Goals and global development issues • Theory: • With more coverage, UN global policies have a greater chance to be realized, thus improving the lives of millions • Actions: • Trained more than 500 journalists and spokespeople in more than 30 countries • Partnered with more than 25 prominent media outlets • Launched Global Daily, a digital news aggregator and social media community Our Global Communications Campaign @GlobalDaily
  7. 7. Who We’re Reaching The Next Generation of Digitally Engaged Influencers Young professionals, ages 25-34, are the leading group of viewers, representing countries from every continent Reaching nearly every country across the globe. Top five: US, UK, Kenya, Philippines, Netherlands During the UN General Assembly week, more than 100,000 people visited Global Daily, making it the largest news aggregator on the global goals and a trusted source for information on global development
  8. 8. External evaluation and research shows the public conversation on global development issues has increased exponentially since we started our Global Communications Campaign in 2015 Impact
  9. 9. Daniel: please insert picture or graphic please Created moments through Twitter Chats and editorial campaigns to convene our networks and lead on key issues Employed networks and networks of networks to support our content and digital activations Strategic use of resources for syndication Emerged as neutral space for global development and businesses to post op-eds for our niche audience How Global Daily Broke Through the Noise
  10. 10. Additional Campaigns Built Through Networks
  11. 11. #ShareGood: In Partnership with Kenneth Cole
  12. 12. #EarthToParis: A Climate Movement
  13. 13. Takeaways Get ahead of a big event by creating a moment where you are the convener Employ networks and networks of networks to break through the noise Build out lead time to promote your campaign Syndicate content that is doing well organically Keep your Starbucks card handy to build your personal networks
  14. 14. THANK YOU Claire Baumann @clairebau cbaumann@unfoundation.org

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