Digital Diplomacy and Development Jim Rosenberg Oct 2013
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trends in digital communications, global organizations, World Bank social media approach.
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Digital Diplomacy and Development Jim Rosenberg Oct 2013
- 1. Digital Diplomacy and Development How the World Bank Learned to Stop Worrying and Love Social Media Jim Rosenberg | @jimrosenberg The World Bank |www.worldbank.org | @worldbank October 2013
- 2. Kleiner Perkins Caufield & Byers http://www.kpcb.com/insights/2013-internet-trends
- 4. Facebook at 1.15b users; 699m daily active users on average (6/13) Bigger user base in 2012 than the WWW in 2004 Facebook reach 4
- 5. Mobile + social = ?
- 6. Our Mission: End Global Poverty • Not a bank in the common sense; owned by 188 member countries and working in 100+ countries; • Provides advisory services, research, as well as lowinterest loans, interest-free credits and grants to developing countries; • A global leader on transparency, access to information, open data and knowledge; • Our work includes education, health, public administration, infrastructure, financial and private sector development, agriculture, environmental and natural resource management.
- 7. First blog
- 8. Social Media @worldbank • 2005 – first blog launches • 2008 – blogging goes mainstream, social media pioneers • 2010 – social media policy endorsed / adopted • 2011 – governance, crowdsourced campaigns, Arabic blog, Chinese microblog • 2012 / 2013 – HR onboarding, shift from campaigns to conversations / streams Jim Rosenberg | @jimrosenberg
- 9. Which of these tools will you use at work today? Jim Rosenberg | @jimrosenberg
- 10. Meet our Facebook followers • Typical age is 24 • More than 80% in developing countries • Educated, urban, outspoken • Passionate about: – – – – Clean air, water, roads Jobs + education Anti-corruption + governance opportunity + growth • They want a better future Jim Rosenberg | @jimrosenberg
- 11. Go Where the People Are Jim Yong Kim Sina Finance Column (http://finance.sina.com.cn/column/bank/jinyong.shtml) World Bank Data on Sina World Macro Data Section (http://finance.sina.com.cn/worldmac/)
- 12. Jim Rosenberg | @jimrosenberg
- 13. Jim Rosenberg | @jimrosenberg
- 14. Multilingual, multiplatform, visual, engaging Twitter YouTube Melinda Gates tweeting about Thinkequal #Longreads on Voices blog YouTube World Bank Live 10/25/2013 What Will It Take Video - India 14 Infographic: Oceans (Arabic) WSP Head Jae So & UNICEF’s Tony Lake on World Bank Live
- 15. Tell a story: before and after
- 16. Visuals + Localization = !!! Jim Rosenberg | @jimrosenberg
- 17. Instagram & Tumblr – find the right niche Jim Rosenberg | @jimrosenberg 17
- 18. Storytellers – inside & outside Jim Rosenberg | @jimrosenberg 18
- 19. Beats email.
- 20. Make your staff policy easy to use • Use of social media on org owned/managed channels • Use of social media in ‘earned’ media (e.g. other sites/platforms that aren’t managed by you) • Mentions of your work or the org in your own personal social media • The policy is meant to empower staff to engage around their expertise and work, not to make statements on behalf of the org.
- 22. Digital Strategy in 71 words • Social media is your embassy; a good website is your home country. – You want to own your content? Build a website (Jess3). – Steady, consistent content is essential to engagement. • The big picture is comprised of many, many details. • People are your greatest asset – your own colleagues, as well as the people you serve. – If your clients sense you’re open and engaged, they’ll be that way, too. Same goes for your staff. Jim Rosenberg | @jimrosenberg 22
- 23. Thank you Jim Rosenberg | @jimrosenberg
Editor's Notes
- The WB is full of acronyms which can be hard to understand. This one looks like Twitter!It actually stands for Transportation, Water, Infrastructure Transport unit….Innovation and partnership bond the five institutions of the World Bank Group (WBG): the International Bank for Reconstruction and Development (IBRD) and the International Development Association (IDA), which together form the World Bank; the International Finance Corporation (IFC); the Multilateral Investment Guarantee Agency (MIGA); and the International Centre for Settlement of Investment Disputes (ICSID). The World Bank Group is one of the world’s largest sources of funding and knowledge for developing countries. It uses financial resources and extensive experience to help poor nations reduce poverty, increase economic growth, and improve the quality of life. Over the past several years, the Bank has been actively making its operations and research more open, transparent, and accountable through ground-breaking changes in its disclosure of information and in providing free access to its data. As an organization focused on results, the Bank regularly assesses its effectiveness at an operational and organizational level and shares its performance outcomes broadly.
- http://www.oii.ox.ac.uk/vis/?id=4f6c647cDescriptionTo make this map, we took quarterly data about the total number of edits (to all Wikipedia versions) to emerge from any territory (i.e. the amount of content that people are producing in each country) and averaged it over a two year period (2010-2011).The map shows us that there are far more edits originating in Egypt than anywhere else on the continent. South Africa is then a distant second. The grey patches in Africa indicate countries that didn't even register enough edits to show up in the Wikimedia Foundation's sampling of edits.The number of Internet users in a country explains some of the patterns that we see here, but can't in any way explain all of the variance in the map (for instance, take a look at Nigeria: a country with over 45 million Internet users).We are currently working on a paper that more closely examines these inequalities in participation in East Africa and the Middle East and North Africa, but would welcome any comments on this map in the meantime.
- Statistics819 million monthly active users who used Facebook mobile products as of June 30, 2013.699 million daily active users on average in June 2013.Approximately 80% of our daily active users are outside the U.S. and Canada.1.15 billion monthly active users as of June 2013.
- First WB blog. Good and effective because targeted to a specific audience and highly useful.
- Our goal: Make social media a tool to help operational work – demystify social media, have it be just like any other utility
- These are all real fans of our Facebook pages.Lagos, Jakarta, Bogota, Gaza
- Show how good multimedia can spread through other social channels, focus on Instagram and Tumblr.Important to go into new channels when you have resources to be consistently present, to be unique to the channel / your brand.Instagram photo on FB https://www.facebook.com/photo.php?fbid=562359700456457&set=a.253333828025714.83724.153371894688575&type=1Video on Tumblrhttp://worldbank.tumblr.com/day/2012/11/27/
- What makes this good? Explain how these tweets used:videos and photos calls to actionPower of retweeting.
- Staff/ experts use live chats on “world bank live” to engage directly with the outside world.
- Innovation and partnership bond the five institutions of the World Bank Group (WBG): the International Bank for Reconstruction and Development (IBRD) and the International Development Association (IDA), which together form the World Bank; the International Finance Corporation (IFC); the Multilateral Investment Guarantee Agency (MIGA); and the International Centre for Settlement of Investment Disputes (ICSID). The World Bank Group is one of the world’s largest sources of funding and knowledge for developing countries. It uses financial resources and extensive experience to help poor nations reduce poverty, increase economic growth, and improve the quality of life. Over the past several years, the Bank has been actively making its operations and research more open, transparent, and accountable through ground-breaking changes in its disclosure of information and in providing free access to its data. As an organization focused on results, the Bank regularly assesses its effectiveness at an operational and organizational level and shares its performance outcomes broadly.