Digital at UNICEF UK
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Laila Takeh and Sarah Epstein, UNICEF UK Strategic digital communications seminar www.charitycomms.org.uk/events
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Digital enables transparency and accountability.
To the online audience, we are one UNICEF with many facets.
We work in a multilingual world. Our content and engagement must reflect that.
Content and engagement efforts should include people with low- or no- internet connectivity.
All products and services should be mobile-first and multiplatform.
Our product approach is agile.
Open standards are at the heart of what we do.
We’ll measure and test our efforts, using data to inform content and engagement choices.
Conversations > Campaigns.
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.
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Building a sustainable digital team requires:
1) Setting up roles and responsibilities for the digital team including a head of digital engagement and specialists in content, technology, marketing, and project management.
2) Refining the digital strategy, roles, and tools through understanding needs, defining the strategy, and selecting appropriate technologies.
3) Embedding digital skills throughout the organization by creating a skills matrix, designating champions, and providing different levels of training.
Building a sustainable digital team
Building a sustainable digital team requires:
1) Setting up roles and responsibilities, including appointing a Head of Digital Engagement to oversee the digital team.
2) Refining the digital strategy, roles, and tools through understanding needs, defining the strategy, and selecting appropriate technologies.
3) Embedding digital practices through capacity building like skills training, championing digital initiatives, and balancing resources across teams.
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Social media is increasingly prevalent in both personal and professional lives. Over half of UK adults use social networks, and nearly all employees use social media for work. While many organizations block social media access, fewer will do so in the future. Social media allows for new forms of collaboration and value creation through crowdsourcing, crowdfunding, social customer care, and open leadership. Adopting social practices can improve knowledge sharing, problem solving, innovation, and employee engagement. Organizations that embrace social media may see benefits like new products and revenue, better business outcomes, and lower employee turnover.
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Kcic bootcamp webinar_aug_2011
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Your nonprofit needs a social media strategy
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Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Powe...
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Most everyone has dipped their toe into the social media waters over the past few years, taking a peek at Facebook and Twitter to see what the buzz is all about. But we have learned that using social media tools isn't very difficult, however using them effectively,
particularly for social change, is challenging. Beth Kanter will lead
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Digital at UNICEF UK
- 1. Strategic Digital Communications Seminar 12 July, 2012, London #CCdigital
- 2. Digital @UNICEF_UK Laila Takeh @spirals Sarah Epstein @sarepst
- 3. Source: Stanford Social Innovation Review Oct 2011
- 5. UUK Digital Journey Review Set up ?? • Consultant • Digital Hub
- 7. Set up
- 8. UUK Digital Journey Review Set up Refine Embed • Consultant • Digital Hub • Understanding • Capacity • Strategy building • Roles • Planning • Tools • Investment
- 9. Refine Source: Stanford Social Innovation Review Oct 2011
- 10. Refine Strategy & Roles
- 11. Embed Capacity building Skills matrix • All • External facing • Champion • Super user
- 12. Embedding : in practice
- 13. How it was different
- 14. Some of the impact • 3,000 new twitter followers • Trended in 7 out of 9 on twitter (UK) • 24,100 social mentions including UNICEF • 156,220 website visits • c2,000 daily site views • Hundreds of print articles • Better internal working practices
- 15. Embed Challenges • Planning • Understanding still mixed • Need to be concrete Vs flexible • Investment • Specific cases for shifting time and money • Resource balancing
- 16. Thanks Laila Takeh @spirals Sarah Epstein @sarepst
- 17. END SLIDE
- 18. Owned media Bought media Earned media Website Microsite/s Email Search Display Affiliates SM Partners Team 1 Team 2 Team 3 Team 4