1. DIGITAL FOOTPRINT 2013
Europe and Central Asia

2. WHAT WERE OURTACTICS IN 2013
• Do more with less
• Increase our region-wide
footprint together with
country offices
• Increase focus on multimedia
• Help develop more compelling
narratives for our work

3. WE WERE RIGHT ONTREND
• Marketers want to learn most about blogging: While 58% of
marketers are blogging, 62% want to learn more about it and
66% plan on increasing blogging activities.
• Marketers plan on increasing their use of YouTube (69%),
Facebook (66%), blogging (66%), LinkedIn (65%) and
Twitter (64%), in that order.
• YouTube holds the top spot for future plans.A significant 69%
of marketers planned on increasing their use of YouTube.
Quotes from the 2013 SOCIAL MEDIA MARKETING INDUSTRY REPORT written by M I C H A E L A . ST E L Z N E R (May 2013)

4. SO WE INVESTED IN:
Regional
Blog
Social Media
Presence
Multimedia
Storytelling

5. • Since August 15, 2013 almost all Country Offices in the region are using the new
websites.
• Combined they have attracted: 307,526 visits,183,165 unique visitors who
generated 860,934 page views.
• Moldova has had the lowest share of people leaving their website immediately:
34.77%. Impressive!
• Visitors spend the largest amount of time on Uzbekistan’s website - on average
4:40 min.
• And it’s also Uzbekistan’s website, where viewers dig the deepest, visiting on
average 3.5 page per visit.
HOW ARE OUR
COUNTRY OFFICE SITES DOING?

6. WHAT WERETHE RESULTS FOR
OUR REGIONAL CHANNELS?
•
Regional Website: we noted 8% more visits and around 11% more visitors
coming to our site.
•
Sources: Almost 11% of visitors come to our site from social media, in
particular from: Facebook - 43% more than last year,Twitter - 14% more
and LinkedIn - 60% more.
•
Regional Blog: Voices from Eurasia became the most visited section of our
website (37% of total views), followed by “our work” page (16% of views) and
the home page. Our blog was viewed twice as many times as in 2012.
•
The number of followers on both Twitter and Facebook has doubled.
•
Each time we send our newsletter to almost 3,000 recipients, our blog notes
on average a 27% spike in visits and our website gets 15% more hits.

7. OUR BLOG IN 2013
• Over 300 colleagues (including many guest bloggers)
published 295 blog posts
• The number of page views grew from 90k in 2012 to
173k in 2013 - that’s 92% increase
• Our readers spent 16% more time viewing the page
than they did in 2012 - it’s an average of 4:09 minutes
per visit

8. HERE ARE SOME OF THE MOST ACTIVE
COUNTRY OFFICES:
Montenegro - 17 blog posts
Ukraine - 13 blog posts
Cyprus - 12 blog posts
Serbia - 10 blog posts
Kosovo - 10 blog posts
Albania - 9 blog posts
Armenia - 9 blog posts
1
2
3
Uzbekistan
25 blog posts
FYR Macedonia
19 blog posts
Bosnia and Herzegovina
18 blog posts
And more:

9. OUR WORK IS EASIERTO FIND
The blog makes our content more easily
searchable.
In 2013 fewer people went to our homepage,
and went directly to the content of their
interest instead (28.89% increase).
We lost fewer viewers along the way.

10. OUR READERS GO DIRECTLYTOTHE BLOG
53% more visitors came to the main blog page (instead
of going directly to the post site) in search of new posts.
!
Almost 40% of all pageviews of our website were blog
pageviews.
!
Readers spent more time on our blog than on any other
section of the website (=online visitors learnt the most
about our work from our blog).

11. OUR WORK IS EASYTO SHARE
123
shares
96
shares
130
shares

12. WE USED OUR BLOGTO PROMOTE:
ENERGY EFFICIENCY
The fourth most popular blog
post in 2013 was about energy
efficiency
!
In 2013 we published 65 blog
posts thematically linked to
energy and environment
written by 49 UNDP and several
partner experts
!

13. 3 of the most popular
blog posts in 2013 were
about a data dive that we
organized together with
UN Global Pulse, Open
Knowledge Foundation
Austria and Qatar
Computing Research
Institute.
WE USED OUR BLOGTO PROMOTE:
DEVELOPMENT 2.0

14. In 2013 we published 45 blog posts
related to human rights issues.
!
They were written by 50 UNDP and
several partner experts.
!
!
WE USED OUR BLOGTO PROMOTE:
HUMAN RIGHTS

15. AND MORE…
THANKSTO INVESTING IN
THE BLOG:

16. WE BUILT NEW RELATIONSHIPS
Christian Kreutz is the
founder of Crisscrossed,
creator of WE THINQ and
co-founder of the German
Open Knowledge
Foundation.
!
After these comments we
worked with Chris during our
data dive inVienna and our
research on big data.

17. Alex Oprunenco
(UNDP in Moldova)
got invited to a World
Bank conference on
behavioural science
in Berlin.
…WE BUILT NEW RELATIONSHIPS

18. Our blog helped the
Poverty Practice reach out
to some of the most
prominent media outlets
[here: FinancialTimes] in
the world and gain new
partners in their Roma-
related projects.
…WE BUILT NEW RELATIONSHIPS

19. INVESTING IN OUR
SOCIAL MEDIA PRESENCE

20. WE ARE ABLETO REACH MILLIONS OF
PEOPLE WITH OUR REGIONAL ACCOUNTS
We reached 17,398,969
twitter users, who received our
tweets 64,673,114 times.
We were mentioned 4,192
times on twitter - that’s more
than 11 times a day
Together with 5,654
people who like our
fanpage we generated
stories that reached
432,036 Facebook
users.

21. …AND MANY MORE WITH
COUNTRY PROFILES
In the region*, we reached out to:
• ca. 29,000 followers onTwitter
• ca. 52,500 fans on Facebook
• videos produced in the region attracted
around 862 YouTube channel
subscribers with almost 400,000
video views.
*these numbers include also regional accounts UNDP Eurasia

22. HOW MANY PEOPLE SAW OUR CONTENT
OUTSIDE OUR WEBSITE?
Our content sharing platforms are getting more and more popular too:
•
Photos on Flickr: 53,000 views/month vs. 16,000 views/month in 2012;
•
Presentations on Slideshare: 11,000 visits/month vs. 8,000 visits/month
in 2012;
•
Our Pinterest account with UNDP thematic pictures, which we created
in Q1 2013 is reaching on average almost 1,900 visits/month;
•
The most popular publication in 2013 was Roma and non Roma in the
labour market with a total of 2,488,302 impressions;
•
We published 67 infographics, which have been viewed (in total) 33,000
times.

23. Our group on LinkedIn grew by 78% in 2013.
WE CONNECTED WITH
DEVELOPMENT PROFESSIONALS

24. SOCIAL MEDIA HELPED US
BOOST VISITSTO OUR WEBSITE
In 2013 the number of people who came to our regional
blog via social media grew by 47.23% (20,004 in 2013 vs
13,587 in 2012).We invited them to see our content, not
just allowed them to look for us.
We brought 29.22% more people to our website via
social media (23,136 in 2013 vs 17,905 in 2012).

25. SOCIAL MEDIA HELPED US REACH
INFLUENTIAL ORGANIZATIONS
For example, thanks to #RomaAction campaign on twitter,
we promoted publications about Roma and gained some new
significant followers.
749
followers
16.6k
followers
158k
followers

26. SOCIAL MEDIA HELPED US MAKE
OUR EVENTS MORE INFLUENTIAL
#inno2013
was a global
internal event on
innovations in
development that
became external
through social
media.

27. …AND GOT ADDITIONAL COVERAGE ON
EXTERNAL PLATFORMS

28. IN FACT, THANKSTO SOCIAL MEDIA WE
EARNED RICH MEDIA ATTENTION
and more…

29. INVESTING IN
MULTIMEDIA STORYTELLING

30. REMEMBER
THE PLATFORMS WE USED IN 2012?
Issuu, Flickr,Youtube,
Slideshare, akvo, visual.ly
Well, we added a few more…

31. Animoto used in Aid for Trade project.
Timelineusedin“CleanVrbas”projectinBiH
Scroll-down sites used in Batken project
Pinterest account to share our best photos

32. EXAMPLE. ENERGY EFFICIENCY:
THE RENEWABLE ENERGY CHALLENGE
1
2
3 4
5
6

33. EXAMPLE. ENERGY EFFICIENCY:
CROATIA CROWDFUNDING CAMPAIGN
1
2
3
4
5
6
7
8
9

34. EXAMPLE. HUMAN RIGHTS:
AUNG SAN SUU KYI LECTURE
1
2
3 4
5
6 7

35. …THIS WAS ONE OFTEN
2013 KAPUSCINSKI DEVELOPMENT LECTURES
• In 2013 we partnered with over a dozen
institutes and universities during 10 lectures.
• The Kapuscinski Development Lectures site was
visited 77,538 times.
• Visitors spent altogether 4,672 minutes watching
video teasers on youtube.
• Information about the most popular lecture in
2013 (Aung San Suu Kyi) reached 66,377 people
on Facebook.
• The lecture by Jeffrey Sachs generated 108
retweets - twice as much as the average.

36. EXAMPLE. HUMAN RIGHTS:
HURILAB
1 2 3
4
5
6
7
8

37. EXAMPLE. GENDER EQUALITY:
GENDER STEREOTYPES YOUTH SURVEY
1
2
3
4
5
6

38. WHAT WILL COME IN 2014?
• more joint campaigns
• exploring content syndication
• more outreach and collaboration with
external partners

39. THANKYOU