By Elshadai Negash, Social Media Consultant 2013 Ethiopia

1. UNICEF Ethiopia Digital
Presentation on Digital Media at
UNICEF Ethiopia
Media and External Relations
(MER)
By Elshadai Negash
Social Media Consultant
UNICEF Ethiopia

2. Outline of presentation
• Social Media in Ethiopia (15min)
• UNICEF Ethiopia’s Digital Media Strategy (30
min)
• Integrating Social Media in MER (60min)
• Managing SM Accounts (1hr)
• Questions and Answers (10min)

3. Part I
Social Media in Ethiopia

4. Social Media: Why bother in Ethiopia?
Television
National Radio
Print Media
Social Media
Reach
> 15million
>30million
>=200,000 (per
week)
>1.1million
Rate of
increase (per
month)
0.5%
0.25%
0.05%
10-15%

5. Ethiopia and Social Media

6. Prospects for Dec 2014
FB: 2,252,704

7. Popular Facebook pages in Ethiopia
180000
160000
140000
120000
100000
80000
60000
40000
20000
Fans in Ethiopia
Total Fans
0
Data correct as at 26th April 2013 17:18 East African Time

8. Part II
The UNICEF Ethiopia’s
Digital Media strategy

9. UNICEF Ethiopia Digital

10. Digital Media at UNICEF Ethiopia
Parameter
Number
Digital Media Channels
Average Website hits
http://www.unicef.org/ethiopia
http://www.facebook.com/UNICEFETH
https://www.twitter.com/UNICEFEthiopia
http://www.youtube.com/user/UNICEFEthiopia
http://www.flickr.com/photos/unicefethiopia/
http://www.delicious.com/unicefeth
http://www.linkedin.com/company/unicef-ethiopia
NA
Number of Facebook likes
666
Number of Twitter followers
1700
Number of YouTube Subscribers
135
Number of Flickr Views
15,980
Number of Delicious followers
13
Number of LinkedIn followers
174
Number of E-Newsletter
subscribers
NA
Data correct as at: 18th September 2013 15:43

11. Why Social Media?
Vision: Making UNICEF Ethiopia the go-to agency for
children in Ethiopia
Joining in conversation with target groups

12. How?
Consolidating
Partnerships
Policy advocacy and
influence
Youth engagement
Expanding
professional
networks
Providing Visibility

13. How does UNICEF Ethiopia
utilize Digital Media?
– Channels: FB, Twtr, LinkedIn
– Fulfill Donor/Natcom visibility requirements
– Jobs and career information
– News and event information
– Research papers, policy analysis, debate +
discussions

15. UNICEF Ethiopia Digital Media
Outreach Target Audience
Primary: UNICEF Donors with a presence in Ethiopia at mission and
agency levels; National Committees
Secondary: Media; Ethiopian government partners
Tertiary: UNICEF Family (HQ, ESARO, and
ESARO country offices)
Fourth:Other UN Agencies and multilateral organizations
Fifth: Private Partners
(IKEA, Montblanc, ING, Rotary
Intl, Starwood, etc..)

16. Who is on social media?
100.00%
90.00%
80.00%
70.00%
60.00%
Website
50.00%
Facebook
Twitter
40.00%
Youtube
30.00%
20.00%
10.00%
0.00%
Government
Donors
Donors
agencies
National
Committees
Ethiopian
partners
Media
ESARO
country
offices)
UN Agencies +
multilateral
orgns
Private
Partners

17. Who is tuned in?
The Donor Community
National Committees
Foreign Correspondents

18. Who is tuned in?
Other UN agencies
Private and Government Partners
Ethiopian Media

19. UNICEF Global Accounts – latest figures
Facebook: 2.5 million fans
Twitter: 1.8 million followers
Voices of Youth
social media: 300,000+
19

20. Part III
Integrating Social Media
in MER

21. Social Media in MER
MER activity
Social Media component
Donor/Natcom visits
Buzz planning for major visits; live updates and photos using itinerary;
mentioning donor and accompanying media
Media Relations/Outreach
Post all PRs on website and share on FB + Twtr; use of hashtags to share
content generated by media on twitter;
UNICEF Ethiopia Events
Buzz planning for major events (UN Days, launches, JPRs, etc…)
Goodwill Ambassadors
Synchronize messaging with GWAs (E.g. Hannah Godefa on twitter, Aster
Awoke on facebook, intl GWAs like Pau Gasol)
Strategic Communications (ETH Govt, UN
agencies, HQ, Private Partners)
ETH Govt: utilize ministers/ministries with SM presence (E.g. FMOH,
MoFED, and MFA)
UN agencies: joint SM efforts (E.g. IOM Ethiopia, UNHCR Ethiopia, UNFPA
Ethiopia)
HQ: joint SM efforts (E.g. World Immunization Week, International Day of
Friendship, ethiopiameetsmdg4)
Private Partners: Mention activities with UNICEF Ethiopia,
acknowledgements (E.g. Montblanc)
Programme Communication
Train and then encourage programme comms colleagues and field offices
to come up with social media content (e.g. photo stories, human interest
stories)
Partners’ Capacity Development
Presentations to target audience groups on social/digital media

22. Part IV
Managing UNICEF Ethiopia’s
SM accounts

23. SM Management at UNICEF Ethiopia
Resource allocation
SM Buzz/SM Pack
SM Channels
SM Capacity Building
SM Monitoring and
Evaluation

24. SM Buzz
• Focused outreach activity for
visit, launch, commemoration day/week, or
major announcement
• Plan -> Execute -> Report/Evaluate

25. SM Buzz Plan/SM Pack
–
–
–
–
–
Objectives
Content influencers/partners/hashtags
Pre-scheduled and live updates
Information/pack to partners/content influencers
Monitor, evaluate, and respond to conversations
• Owned vs Earned
– KM: Results and lessons learned

26. SM Buzz calendar
• UNICEF Ethiopia calendar adapted for social
media
• Lists events in categories for buzz planning
• UNICEF Ethiopia events + UN days+ Ethiopian
holidays + Global/regional launches

27. SM Channels
• Maintenance of channels: an update per day
• Using analytics and evidence to drive
engagement and fans/followers/subscribers
• Monitoring conversations on children, child
issues, and programme areas
• Reputation Management

28. SM Capacity Building
- Training and experience sharing sessions on
social media
- General and focused presentations on
programmes/zone offices
Completed
- Country Management Team (CMT)
- Zone offices
(Gambella, Assosa, Mekelle, Semera, Jijiga, and
Hawassa)

29. SM Capacity Building
Planned
- Internal: Oromiya, Dollo Ado, Programmes
(Health, Nutrition, Education, WASH, and
Protection)
- External: ETH Gov’t partners, key
donors, other UN agencies, and Media

30. SM Monitoring and Evaluation
Types of reporting:
1. SM Buzz Report
- Prepared after SM Buzz implementation
- Focused on visit/launch/commemoration events
2. Channel Report
- Report on the performance of channels
- Report on content influencers and target
audience

31. SM Monitoring and Evaluation
Tools
- Hootsuite
- Klout
- Crowdbooster
- Tweetreach
- Radiant 6

32. Part V
Questions and Answers

33. Assignments
1. Account setup
- LinkedIn (setup and completion)
- Twitter
- Others (facebook, youtube)
2. Photo stories
- One photo story (on or before September 26th
2013)