This document discusses strategies for the World Food Programme (WFP) to improve communication and fundraising efforts. It suggests that WFP tell inspiring stories about its work to reach the large online audiences it has access to for free. It also recommends developing a media engagement strategy, monitoring influencers on social media and in traditional media, and using data on influencers to micro-target messaging and content. The goal is for WFP to better promote its work and goals in order to increase donations and support.
Crisis Information Management: A Primer, presentation by Sanjana Hattotuwa, Special Advisor, ICT4Peace Foundation. Prepared for ISCRAM Summer School 2011 - http://www.iscram.org/live/summerschool2011.
Digital Media in the Arab World One Year After the RevolutionsJesse Budlong
CIMA commissioned this report, Digital Media in the Arab World One Year After the Revolutions, amid a rapidly evolving media environment and with the objective of documenting the continued impact of social and other digital media in the Arab region, focusing in particular on Tunisia, Egypt, Bahrain, and Syria. It builds on the findings of CIMA’s earlier report by the same author, veteran journalist and media lawyer Jeffrey Ghannam, Social Media in the Arab World: Leading up to the Uprisings of 2011, published February 3, 2011, early in the revolutions of Tunisia and Egypt and protests elsewhere in the region.
CDC NPIN In the Know: Facebook & Visual Social Media for Public HealthCDC NPIN
This is the fourth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
Un women eastern and southern africa publications reader survey report web-si...Dr. Jack Onyisi Abebe
In the month of June 2016, UN Women Eastern and Southern Africa conducted a publications reader survey with the aim of continually improving the user-friendliness, practicality and overall quality of their publications. Specifically, it inquired about the publications commonly sought by stakeholders of UN Women in the entire region, what form of publications are being sought by diverse audiences and how often the publications are consulted by the audiences, which parties seek them and in which format they preferred, whether electronic or hard copies, and the ways in which the UN Women could improve upon the presentation of their publications to accelerate demand by diverse stakeholders. This survey marked a first step in a desirable process to strengthen UN Women publications quality assurance processes and development and policy impacts in Eastern and Southern Africa.
The survey design was cross-sectional, which utilized the Survey Monkey platform to reach the respondents. The study involved a systematic questionnaire distribution to diverse actors who included country offices, researchers, policy makers and development partners, including the African Union, DFID, Canada, Ford Foundation, World Bank, among others, the private sector, media agencies, African Development Bank, academic institutions and universities, regional economic commissions, governments, international NGOs and CSOs, among other stakeholders and experts working with UN Women both at the multi-country level and regional level. Survey questions focused on how UN Women publications’ information is accessed for development and policy-making, particularly in Eastern and Southern Africa. A total of 78 respondents were reached.
- See more at: http://africa.unwomen.org/en/digital-library/publications/2016/10/un-women-eastern-and-southern-africa-publications-reader-survey-report#sthash.PTNJ2nLn.dpuf
Crisis Information Management: A Primer, presentation by Sanjana Hattotuwa, Special Advisor, ICT4Peace Foundation. Prepared for ISCRAM Summer School 2011 - http://www.iscram.org/live/summerschool2011.
Digital Media in the Arab World One Year After the RevolutionsJesse Budlong
CIMA commissioned this report, Digital Media in the Arab World One Year After the Revolutions, amid a rapidly evolving media environment and with the objective of documenting the continued impact of social and other digital media in the Arab region, focusing in particular on Tunisia, Egypt, Bahrain, and Syria. It builds on the findings of CIMA’s earlier report by the same author, veteran journalist and media lawyer Jeffrey Ghannam, Social Media in the Arab World: Leading up to the Uprisings of 2011, published February 3, 2011, early in the revolutions of Tunisia and Egypt and protests elsewhere in the region.
CDC NPIN In the Know: Facebook & Visual Social Media for Public HealthCDC NPIN
This is the fourth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.
Un women eastern and southern africa publications reader survey report web-si...Dr. Jack Onyisi Abebe
In the month of June 2016, UN Women Eastern and Southern Africa conducted a publications reader survey with the aim of continually improving the user-friendliness, practicality and overall quality of their publications. Specifically, it inquired about the publications commonly sought by stakeholders of UN Women in the entire region, what form of publications are being sought by diverse audiences and how often the publications are consulted by the audiences, which parties seek them and in which format they preferred, whether electronic or hard copies, and the ways in which the UN Women could improve upon the presentation of their publications to accelerate demand by diverse stakeholders. This survey marked a first step in a desirable process to strengthen UN Women publications quality assurance processes and development and policy impacts in Eastern and Southern Africa.
The survey design was cross-sectional, which utilized the Survey Monkey platform to reach the respondents. The study involved a systematic questionnaire distribution to diverse actors who included country offices, researchers, policy makers and development partners, including the African Union, DFID, Canada, Ford Foundation, World Bank, among others, the private sector, media agencies, African Development Bank, academic institutions and universities, regional economic commissions, governments, international NGOs and CSOs, among other stakeholders and experts working with UN Women both at the multi-country level and regional level. Survey questions focused on how UN Women publications’ information is accessed for development and policy-making, particularly in Eastern and Southern Africa. A total of 78 respondents were reached.
- See more at: http://africa.unwomen.org/en/digital-library/publications/2016/10/un-women-eastern-and-southern-africa-publications-reader-survey-report#sthash.PTNJ2nLn.dpuf
A case study from a few back that catalogues my work for the WFP over the course of 2-3 years...helping the agency deliver a frontline daily newsletter & built-in media analysis service
United nations UNHCR & WFP case study, a java success storyMohamed Taman
Build a system to help refugees listed under United Nations, to get their benefits (Cach (UNHCR) / Food (WFP)) managed by wallets stored on secured pin based cards throughout ATMs and POSs, controlled by both organisations and developed and operated by efinance.
This presentation describes the function of the World Food Programme, the world's largest aid organisation and part of the United Nations, how it provides food aid to the malnourished and what problems it encounters along the way using Haiti as a case study, specifically following the 2004 Haitian rebellion and the 2004-2008 hurricanes that struck the island.
Evaluation Report of WFP's Enhancing Resilience Programme: InfographicWorld Food Programme
People are less likely to sell assets, go into debt or resort to skipping meals when their lives are disrupted by the effects of climate change, if they have received a simple package of training and cash grants, evaluates a report of the joint Enhancing Resilience programme run by the Local Government Engineering Department of Bangladesh (LGED) and the United Nations World Food Programme (WFP) .
The full evaluation report, was commissioned by WFP and led by an external research team of the International Centre for Tropical Agriculture (CIAT) and Development Research Initiative (DRI). It is part of the Climate Adaptation Management and Innovation Initiative (C-ADAPT), which aims to develop analysis to inform programming and decision-making related to climate-induced food insecurity. C-ADAPT is funded by the Government of Sweden.
This presentation was used in the GFAR webinar on "Beyond decision making: Foresight as a process for improving attitude towards change" --
The announcement blogpost was published here: https://blog.gfar.net/2017/08/25/join-our-gfar-webinar-farmers-rights/
You can find the full recording of this webinar here: https://youtu.be/RxuLR2FWYYI
This is a presentation I gave as part of an NIHR masterclass event for its trainees earlier this year. It seemed to go down well and hopefully there are some useful pointers in here for people communicating about health research or science.
A case study from a few back that catalogues my work for the WFP over the course of 2-3 years...helping the agency deliver a frontline daily newsletter & built-in media analysis service
United nations UNHCR & WFP case study, a java success storyMohamed Taman
Build a system to help refugees listed under United Nations, to get their benefits (Cach (UNHCR) / Food (WFP)) managed by wallets stored on secured pin based cards throughout ATMs and POSs, controlled by both organisations and developed and operated by efinance.
This presentation describes the function of the World Food Programme, the world's largest aid organisation and part of the United Nations, how it provides food aid to the malnourished and what problems it encounters along the way using Haiti as a case study, specifically following the 2004 Haitian rebellion and the 2004-2008 hurricanes that struck the island.
Evaluation Report of WFP's Enhancing Resilience Programme: InfographicWorld Food Programme
People are less likely to sell assets, go into debt or resort to skipping meals when their lives are disrupted by the effects of climate change, if they have received a simple package of training and cash grants, evaluates a report of the joint Enhancing Resilience programme run by the Local Government Engineering Department of Bangladesh (LGED) and the United Nations World Food Programme (WFP) .
The full evaluation report, was commissioned by WFP and led by an external research team of the International Centre for Tropical Agriculture (CIAT) and Development Research Initiative (DRI). It is part of the Climate Adaptation Management and Innovation Initiative (C-ADAPT), which aims to develop analysis to inform programming and decision-making related to climate-induced food insecurity. C-ADAPT is funded by the Government of Sweden.
This presentation was used in the GFAR webinar on "Beyond decision making: Foresight as a process for improving attitude towards change" --
The announcement blogpost was published here: https://blog.gfar.net/2017/08/25/join-our-gfar-webinar-farmers-rights/
You can find the full recording of this webinar here: https://youtu.be/RxuLR2FWYYI
This is a presentation I gave as part of an NIHR masterclass event for its trainees earlier this year. It seemed to go down well and hopefully there are some useful pointers in here for people communicating about health research or science.
During the COVID-19 Global Pandemic, there were multiple lessons provided to the world. In this talk, I set the stage for the discussion, highlight the issues we faced (and still face), I speak to an effort that contributed to help address one of those issues, then speak to future challenges and our responsibilities going forward.
Dr. Mike Dahlstrom - Communicating Your Science: What’s It Really About?John Blue
Communicating Your Science: What’s It Really About? - Dr. Mike Dahlstrom, Associate Professor, Journalism and Mass Communication, Iowa State University, from the 2018 NIAA Antibiotic Symposium: New Science & Technology Tools for Antibiotic Stewardship, November 13-15, 2018, Overland Park, KS, USA.
More presentations at https://www.youtube.com/playlist?list=PL8ZKJKD9cmEffjOrjbBvQZeN2_SZB_Skc
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Leveraging the Latest Social Tools and Networks to Enhance Clinical Trial Rec...Lee Aase
Slides from my joint presentation with Julia Thebiay on July 21, 2016 in Denver at the Society for Clinical Research Associates conference on social media.
1. World Food Programme
“From Data, To Information, From
Knowledge, To Action”
Rome - 4th December 2014
By
Steve Virgin, Media Focus
2. “The war against hunger is mankind’s war of liberation”
President J.F. Kennedy
“Hunger is actually the worst weapon of mass destruction. It claims millions of victims each year."
- Lula, former-President of Brazil
“Hunger is not a problem. It is an obscenity. How wonderful it is that nobody need wait a single moment before starting
to improve the world.”
- Anne Frank, Holocaust Victim
"I have the audacity to believe that people everywhere can have three meals a day for their bodies, education and
culture for the minds and dignity, equality and freedom for their spirits."
- Martin Luther King, Jr., American Civil Rights Leader
"The day that hunger is eradicated from the earth there will be the greatest spiritual explosion the world has ever
known. Humanity cannot imagine the joy that will burst into the world."
- Federico Garcia Lorca, Spanish poet
The story you should be telling is inspiring
3. More than half the world is ready to listen
• The potential
for WFP to
‘talk’ to at
least half the
world online
has never
been higher
4. Tell them about you
• WFP knowledge is second to none
• Where you work, what you do and your experience is astonishing
• You are a resource we all need and share
• Why doesn’t everyone know what you do and want to help you even
more than now?
7. Can funding focus widen?
“Right now, the multilateral share of
WFP’s funding is 9 percent. In striving
towards greater effectiveness and
efficiency, WFP is eager to increase this
proportion.”
Overall = $4,636,241,615
http://documents.wfp.org/stellent/groups/public/documents/research/wfp269792.pdf
8. Match donor feedback to donor motivation
• Have seen suffering first hand
• Passion-driven - they want to make a
difference
• Idealism-driven - they want to do something
or take a stand on an issue
• Sense of personal achievement - motivated
by personal recognition and success
• Belief in charity and giving is good thing to
do
Messaging and content should press these buttons
8 http://www.mensafoundation.org/about-the-mensa-foundation/foundation-voices/why-do-people-make-charitable-donations/
9. Make your donors look good
How many people were fed
with your donation?
How much
food was
transported?
Which countries benefited?
A case study about
Reaching out to the diaspora from the beneficiaries?
that country in the donor country
Visit from WFP of UN leaders to
donor government
10. Reach out to others that can help you?
http://stats.wikimedia.org/EN_Africa/Sitemap.htm
13. Consider new ways to raise donations?
• Fastest way to raise funds for an emergency or disaster relief
• Best way to target + seek more in future
• Starts a one-to-one relationship with the donor
14. Step 1 – Define who you want to find
It is changing as people are finding their own voice
Source: 90:9:1 Media Engagement Rule (adapted from Nielsen [2006])
Individuals
Interest Groups
NGOs
Government officials
Influenced by others
• Pictures
• Status updates
• Tweets
• Comment
• Blog Posts
15. Step 2 - Turn goals into measurable themes
1. Saving lives and protect livelihoods in
emergencies
2. Supporting food security and nutrition
3. (Re)building livelihoods in fragile settings
4. WFP responding to global emergencies
5. Enabling people, communities and countries
to meet own food and nutrition needs
6. Reducing under-nutrition
7. Breaking inter-generational cycle of hunger.
http://www.wfp.org/about/strategic-plan
16. Step 3 - Define Outcomes
• It allows for a range of methods,
• Qualitative and Quantitative data collection, retrospective
and prospective designs and testing theory-based
• It is rigorous about the inferences made and explicit about
the assumptions used to draw conclusions.
• Results in the context of action
17. Step 4 – Select content type?
The Newswires
a) Newswires – Reuters, Dow Jones,
Bloomberg, AP, AFP (sector experts)
b) Small universe of known contacts
c) Focus is factual
d) Press Statement/Release driven
Mainstream Press
a) Opinion-driving columnists
b) Global development experts
c) Global Health writers
d) International experts
What are we looking for?
- Experts they trust
- Scientists/academics/think tank people they speak to
- What communication channels they prefer
- What topics they comment on most
- What crossover between topics exists
18. Pick the most influential press WFP wants to be seen in
19. Add the best of the blogosphere
Specialist Blogs + Experts Writing on Food or Hunger
21. Step 5 - Identify the strength of the influencer voice
Infrequent Comment
But High Influence
Sweet Spot
Least Favourable Most Favourable
Low High
Influence
Regular Comment
AND High Influence
Infrequent Comment
and Low Influence
Regular Comment
Some Influence
22. Step 6 - Agree WFP Media Engagement Approach
INVOLVE MANAGE
MONITOR ACKNOWLEDGE
LOW HIGH
LOW HIGH
Engagement Strategy
WHO – can talk?
WHAT – to talk about?
WHERE – to talk?
WHEN – after what training?
JUST INFO?
• Initiate debate
• Create case studies
• Tell people’s stories
• Rebuttal of inaccuracies
23. Step 7 – Final tick-list before you begin
• Providing feedback to decide on best outcomes
• Not to be used in a strategic vacuum
• Use the contacts found to drive a wider conversation
• Rank by influence
• Helps resource planning
• Learning from pilot programs before they start
• Spread benefits as useful evidence for partners too
25. Aims for WFP micro-targeting?
• Measuring influence of ‘entities’
• Seeing the Gatekeepers of Influence
• Visualizing the data
• Reporting on it
• Interactive online maps to experiment with data
• Creating contact lists
• Find heart of a conversation and who is driving it
• Giving WFP power to act
26. How the process works
1. Define definitions
2. Define data set
3. Hand-pick stories
4. Machine Analysis
5. Expert analysis
6. Hands-on review at each stage
31. Match numbers to charts
31
Influencer Index
Chen Xiwen - Director of Rural
Policy, Chinese Communist
42.6
Party
Stephane Le Foll - Minister,
Agriculture, France
42.1
Mark Lynas - Environmental
Campaigner
40.6
Keith Flury - Senior Soft-
Commodities Analyst,
Rabobank
38.5
Tim Lang - Professor of Food
Policy, City University London
35.8
Jacques Bourgeois - Director,
Swiss Farmers' Union
(Schweizerische
Bauerverband)
35.8
Markus Ritter - President,
Swiss Farmers' Union
(Schweizerische
Bauerverband)
35.8
Norman Uphoff - Professor,
Cornell University
35.1
Ilse Aigner - Minister,
Agriculture, Germany
34.7
Tim Fox - Head, Energy and
Environment, Institution of
Mechanical Engineers
34.7
Philip Clarke - CEO, Tesco 34.5
32. Report on them
Brings out influencers from any group
• Corporate Spokespeople
• Experts/Academics
• Civil Servants / Regulators
• NGOs and grass root movements
• Bloggers/Journalists
• Politicians
• Celebrities
34. What emerges from the reports?
• Discovers and ranks influencers
• Provides actionable intelligence
• Identifies emerging issues and ideas
• Processes all media types
• Covers multiple markets
• How conversations evolve over time
• Greater understanding of issues
36. Social Media
It is not a new channel to reach
consumers, it is a channel they will
use to learn about you, discuss what
you do, share information about what
you do & contact you in seconds
Inspire people by letting them tell your story for you
38. What’s the social media secret?
Classical Social Media Approach
• Focus on the individual message or vision
• Be Authentic – Communication has to be sincere and credible
• Every bit of support counts
• Map out the digital landscape – know the top bloggers, the
top social networks and the communication hubs
• Build relationship – Listen, be genuine and ask questions
• Have a clear call to action for each action
• Empower ambassadors – don’t be afraid to ask for help
• Be approachable – pass on quality content of groups that
share goals
http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/
39. WFP Centre of Excellence against Hunger
• Diasporas
around the
world in some
cities
• Twin-cities with
countries WFP
is helping
• Donor
countries
• Informative for
supporters
40. WFP is a Giant on Facebook but…
WFP is 3rd biggest
in this list
But it engaged only
168 people last
week?
Massive Goodwill
towards WFP just
waiting to be
tapped
A huge
opportunity
41. If you don’t do it yourself others will
Facebook
One-to-Many
a) Anyone can be a publisher
b) Content/conversation remains
king
c) Too numerous to manage all
d) Your fans and supporters want
to help you
e) Loosen control – talk to
millions
f) Frees up resources to focus on
top-level influencers
42. Just give WFP champions really cool content – that’s it
• Social media users love learning
• Give them stories that help do so
• Cool content they share
• Builds up esteem in their networks
43. Thank You
Steve Virgin
00 (44) 117 965 4041
Email: steve@mediafocusuk.com
Twitter: @MediaFocusUK