United Nations Development Group training 16_march2016
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This document provides guidance on communicating for impact using social media from a United Nations training. It emphasizes that communication is essential for an organization's work. It offers tips for developing a communications strategy, using hashtags and handles effectively on platforms like Twitter, and determining when to use blogs, photos, or infographics. It stresses aligning communications with an organization's goals and brand identity while being strategic, creative and following basic social media best practices.
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United Nations Development Group training 16_march2016
- 1. Communicating for Impact UN Development Group training 16 March 2016 | #UNDPSocial #UNDPSocial | @LottaLei
- 2. If we do not communicate about what we do it’s almost like not doing anything at all. “ “ #UNDPSocial | @LottaLei
- 3. United Nations agencies must continue to support mandate-specific strategies, policies, messages and products, using agencies' own brand identities. “ “ #UNDPSocial | @LottaLei
- 5. #GlobalGoals go local in 2016 #UNDPSocial | @LottaLei
- 7. Why communicate online? #UNDPSocial | @LottaLei
- 8. How to communicate for impact #UNDPSocial | @LottaLei
- 9. Practical tips Plug into the conversation Create a workplan Develop your Communications Strategy. Align with corporate Communications strategy + your team’s workplan Set goals, identify your target audience, and manage expectations Project time lines, key events & int’l days Global media & news trends Local/regional news Budget your resources & available capacities Key events in your area of practice (ie: Int’l days, conferences) #UNDPSocial | @LottaLei
- 10. Be part of the news cycle #UNDPSocial | @LottaLei
- 12. Use the access we have #UNDPSocial | @LottaLei
- 13. All NEWS & CONFERENCSE aren’t NEWS #UNDPSocial | @LottaLei
- 14. Get active on social media #UNDPSocial | @LottaLei
- 15. Develop relationships #UNDPSocial | @LottaLei
- 16. Be BOLD! Disrupt. #UNDPSocial | @LottaLei
- 17. How to tell your story? #UNDPSocial | @LottaLei
- 18. The Anatomy of a tweet #UNDPSocial | @LottaLei Tip: add “.” when you start a sentence w/ @ Ask me why
- 19. Exercise #UNDPSocial | @LottaLei • Go to www.undp.org • Pick a news release, a speech, a success story or a blog post • Go to https://undp.exposure.co/ • Go to https://storify.com/undp • Go to: undp-2015-to-2016-from-landmark-to- opportunity • Go to Guardian.com • Go to https://www.youtube.com/user/undp • Go to https://www.facebook.com/UNDP.Syria/photos
- 20. What is a @handle? #UNDPSocial | @LottaLei @Handle 1.Your identity on Twitter Tips! •Blue checks/ verification •Start with a period when starting sentence w/ @ •Tag respective handles in the photo
- 21. Unlock the #HASHTAG #UNDPSocial | @LottaLei How to use a hashtag 1. To find audience you want 2. Market your reports 3. Connect to others at conference/summit 4. Twitter chats 5. Key words that widen likelihood of people finding your tweet 6. plug into trending topics 7. Follow breaking news before media gets to the news site Tips! •Always search # before using it. •2-3 hashtags max •Don’t re-invent the wheel & create a new hashtag if an existing hashtag has the audience you want
- 22. BASICS: Via, MT, RT + link shorteners #UNDPSocial | @LottaLei Tips! •Credit original tweets •Credit articles’ source •Don’t plagiarize. Give credit •Use a URL shortener •Don’t tag a million handles at the end of your sentence like an internal conversation in public
- 23. Storytelling as thought leaders #UNDPSocial | @LottaLei
- 24. The Anatomy of a tweet #UNDPSocial | @LottaLei Tip: add a hashtag at the end.
- 25. Why tweet and blog? #UNDPSocial | @LottaLei
- 26. When to use what & how? At conferences, summits, & big meetings #UNDPSocial | @LottaLei Tips! •Quote facts & figures •Less is more (Quality vs. quantity) •What would be interesting to your audience? •Not everything is news worthy •When linking, use shorteners •Take photos (remember to use the “edit” function on Twitter) For your to-do list! •Take notes & think about angles for blog about what outcomes/findings from meeting means for the direction of your work or policy
- 27. When to use what & how? Visiting field projects #UNDPSocial | @LottaLei The stars of the show are the people we help.
- 28. When to use what & how? Visiting field projects continued. #UNDPSocial | @LottaLei Do tweet! •Data, facts, & figures of project impact •Give context •Quote project beneficiary •Show how project helped community •Take photos of people w/ dignity--the way you to be pictured •Before & after For your to-do list! •Think about angles so you can blog when you return from mission •Take quotes so you can blog or contribute to a success story (if your project has 50- 60% good delivery) •Take photos of beneficiaries in action (remember to use the “edit” function on Twitter)
- 29. Hosting Twitter Chats & Periscope vs. joining ones #UNDPSocial | @LottaLei Do join & tweet! •Data, facts, & figures of project impact •Give context •Share success stories/blogs/videos •Before & after •Use a shortener Don’t! •Host your own Twitter chat •Think about your time, staff, consultants’ and interns’ time as an organizational resources •Don’t start your own team handle •It takes time to grow a viable audience •Use existing platforms (@undp) •Don’t livestream from Periscope randomly
- 30. Blogs vs. Photo blogs #UNDPSocial | @LottaLei When to blog? •Good for promoting a project before it’s ready to be a success story •Good to discuss policy or impact which can’t be measured and quantified w/ beneficaries •Capturing outcomes of big conferences/summits •Highlighting relevance of technical reports/studies Photo blogs! •Photo blogs must have high- res photos of beneficiaries in action and project impact •Minimal text •Not everything is photoblog material (think about the origin of photoblogging)
- 31. The infographic & Photo Card #UNDPSocial | @LottaLei Useful for? •Summarizing complex processes using simple visuals •Promoting reports & complex processes ( ie: #COP21 negotiations, #SDGs processes) •Photo cards should have 1 sentence using simple marketing words & powerful data (ie: 1 in 3 Syrian refugee households now headed by women) + positive call to action Not for! •Photo blogs must have high- res photos of beneficiaries in action and project impact •Minimal text •Not everything is photoblog material (think about the origin of photoblogging) •Jargon without thinking of design or marketing standards
- 32. WHAT MAKES SOCIAL MEDIA STAFF HAPPY/UNHAPPY #UNDPSocial | @LottaLei DO •Reach out to your focal point + sociamedia@undp.org before you develop a social strategy •Think about social media/comms efforts as $ you’re spending (even interns’ labor) •Think about marketing standards, organization’s rules & governance •Be ready so we can call on you for expert #TwitterChats •Be social & be human •Ensure you + new staff/consultants/interns know the rules before re-inventing the wheel •Always think about stretching comms. $ (can I get a blog out of it? Can I tweet?) •Be creative but remember digital/social rules
- 33. The Don’ts #UNDPSocial | @LottaLei Don’t • Create your own team’s Twitter handles, Facebook, websites, Youtube, photoblog, etc. (ask me why) •Selfies are not news •Ask for access to @UNDPLIVE for untrained staff/consultants/interns (they become spokespeople for @UNDPLIVE)—you are accountable when there’s a social media fail. •Dark photos of people at meetings isn’t news •Don’t establish your own Twitter chats •Use jargon without thinking of design, marketing standards, and audience using the hashtag •Compromise quality control or the brand •Don’t task untrained sub-ordinates to manage your marketing campaign •You are accountable if a Twitter fail happens •Don’t tell us after the fact •Don’t go rogue & expect corporate resources/time/support. Corporate capacities & resources serve to protect UNDP’s brand (not fragment it by advising on initiatives that support further fragmentation of brand identity)
- 34. When in doubt, think about CHIMPERY #UNDPSocial | @LottaLei •TWEET STRATEGICALLY •TWEET W/O JARGON/ACRONYMS •TWEET CONTENT PEOPLE WILL WANT TO READ •THINK USER EXPERIENCE •YOU ARE A BRAND AMBASSADOR MARKETING #GLOBALDEV •BE HUMAN (no jargons) Imagine a monkey that is trying to force feed bananas (tweets) to everyone and anyone passing by w/o rhyme or reason. DON’T BE THAT MONKEY!
- 35. To tweet or not to tweet? #UNDPSocial | @LottaLei
- 36. Got a scoop? Get in touch! Social Media Team socialmedia@undp.org Media & Advocacy newsandmedia@undp.org Publications, etc. Rodrigo.Domingues@undp.org Online & Digital online.communications@undp.org #UNDPSocial | @LottaLei
- 37. Resources Communications Toolkit UNDP External Communications Action Plan Communications Toolkit bit.ly/undpbrand UNDP Brand Manual Logos & graphic resources Editorial Style Manual Crisis Communications Thank you! Leilei.phyu@undp.org #UNDP50 Resources: Toolkit & Trello Others: • UNDP’s approach to social media • Join commnet • Join Yammer #UNDPSocial | @LottaLei
- 38. Have a whale of a tale to tell! #UNDPSocial | @LottaLei
Editor's Notes
- Welcome & introductions
- Six months ago, Helen Clark sent a message to us all on ‘Building a culture of communications’. Her message was: UNDP must become more outward facing and be prepared to engage more in the public domain. Visibility and telling the UNDP story to wide audiences is critical for our organization – for our advocacy, and for resource mobilization. Our voice and messages must be heard in programme countries and donor capitals, and by policy-makers, partners, and the communities we work with and on behalf of. Our role as the leader of the RC/RR system is important. It should never, however, stand in the way of UNDP communicating about its own work. We must have our UNDP teams around the world fully committed to effective external communications. We must seize every opportunity in 2015 to raise our voice. It isn’t always easy. We have challenges of uneven capacity, we need to be clear about our messages and audiences, and we have a dual RR/RC role – can be a challenge for communicating.
- Communicating as One guidelines The idea is: By communicating jointly, the UNCT is able to advocate more effectively, contribute to development goals and enhance the reputation and visibility of agencies. The guidelines are: A Country Communication Group led by a UNCT member Development of a Joint Communication Strategy in support of the One Programme and the UN's mission in country. Development of common advocacy messages and joint positions consistently delivered by all UNCT members, or though agreed spokespersons. i.e. joint communication is a shared responsibility of the UNCT. Use of a common shared visual identity for joint UN products and communications. Development of standard joint communication products. No preferred model for how joint communication work should be staffed or financed (open to different models for different contexts) Agency specific communications continue - consistent with jointly agreed messaging. As Helen Clark said: Our role as the leader of the RC/RR system must never stand in the way of UNDP communicating about its own work. If you’re not able to speak as UNDP, delegate that role to your deputy.
- Who are we? We are our Strategic Plan. The Strategic Plan positions UNDP at the center of the new sustainable development agenda, offering us unprecedented opportunities to capitalize on the unique role we have, including as the leader of the UNRC system. UNDP works on important issues that many, many people care about: poverty, inequality, injustice, rule of law, climate change—all brought together for people. The Strategic Plan gives us strong, straightforward ways to describe UNDP’s mission: Eradicate poverty. Reduce Inequality. End Exclusion. Over the next year we will all be talking about particular SDGs we will be supporting programmatically. But we must remember our overall role in shaping the post-2015 sustainable development agenda.
- We have a lot of exciting communications products and partnerships lined up for 2015.
- This year, as Helen Clark says, comes “once in a generation.” 2015 will be a momentous year for us globally, as the MDGs draw to a close and the Sustainable Development Goals are adopted, as the Financing for Development discussions progress, and as we prepare for a global agreement on tackling climate change in Paris at the end of the year. We have a clear, simple message for this year: UNDP FOR PEOPLE AND PLANET. This global campaign brings together SDGs and climate change, has messages for the major conferences, for the MDG-SDG transition, and for why UNDP matters.
- Transparency and accountability of aid funding Explain our work and impact to tax payers and their govts Connect with media Connect with other development orgs/practitioners Value for money and extension of life for reports and other print content through infographics, blogs, tweets, etc.
- So that’s communicating for impact. Now, communicating for Resource Mobilization. Whether our funding is core, non-core, ‘other’ or ‘regular’, the public in these donor countries want to know their tax dollars are being well spent. The donor governments need to see that we’re having visibility and impact. We’re taking steps to address that globally for example on the website, with new pages for each of our biggest donors, filming interviews with PRs talking about why their governments support UNDP, retweeting and friending donor reps on social media accounts.
- Platform data -Twitter (730K English, Spanish, French) -Instagram (English) -Facebook (800K English, Spanish, French) Etc.
- If you see opportunities for being part the conversation, take the gap.
- And here’s what you can do: REACH THE GLOBAL MEDIA. There are 10-12 media outlets that reach most of our most important donors, mostly in the OECD. They influence public opinion in donor countries and that means they influence policy makers. These include: Broadcasters: BBC, CNN, Al Jazeera. Print: The New York Times, the Financial Times, El Pais, Le Monde, the Economist, AP wire service. UNDP needs to be visible on these platforms: talking about our thought leadership, our policy recommendations, our programs. That’s the global context. On how that translates into your region and countries…
- Remember that conferences and reports are not necessarily obvious news. Think of them as news headline to help reporters understand their significance. The FT will not write a story about our reports: but they will write about data or information in a report that is pertinent to news they are covering.
- Lei’s social media training session starts here. (Lei’s slides start)
- Develop relationships with reporters in your regions. You should know who your key correspondents are.
- We can be part of the news without getting ourselves into trouble. We can be part of the story. UNICEF did an amazing job of that in Palestine, getting into the New York Times!
- Platform data -Twitter (730K English, Spanish, French) -Instagram (English) -Facebook (800K English, Spanish, French) Etc.
- Platform data -Twitter (730K English, Spanish, French) -Instagram (English) -Facebook (800K English, Spanish, French) Etc.
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Using “storytelling” to tell the impact of development Picture each tweet as a micro-blog Social media used for: showcasing partner impact & partnerships Media Storytelling program impact Storytelling during a crisis Thought leadership (becoming a “go-to household name” for media, donors and partners for expertise.
- Platform data -Twitter (730K English, Spanish, French) -Instagram (English) -Facebook (800K English, Spanish, French) Etc.
- Using “storytelling” to tell the impact of development (continued) Social media used for: Engaging in Twitter chat dialogues with public to increase transparency Highlighting key takeaways from interesting meetings Joining a conversation (ie: #Action2015) Storytelling during a crisis
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Lei’s social media training session starts here. (Lei’s slides start)
- Call us.
- Call us.
- Use a human narrative Use data Target your audience