UNICEF Ethiopia Digital Media Strategy


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By Elshadai Negash,
Social Media Consultant

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  • Latest statistics on UNICEF HQ accountsFacebook: 2.5 million fans. The Atlantic Wire, September 2012: "UNICEF’s Facebook posts are consistently engaging with viral metrics that would be the envy of most brands."Twitter: 1.8 million followers Mashable: UNICEF 20th most engaged brand on Twitter, most engaged NGO, according to Nestivity. Voices of Youth:Over 300,000 followers in 3 languages (English, French and Spanish)These accounts have a broad and effective reach and continue to grow daily. Though its exciting to have this many fans and followers, these figures also keep us in check because as our supporters grow, the demand for our engagement grows as well, and that engagement is very time consuming and challenging at times.
  • UNICEF Ethiopia Digital Media Strategy

    1. 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. 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. 3. Part I Social Media in Ethiopia
    4. 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. 5. Ethiopia and Social Media
    6. 6. Prospects for Dec 2014 FB: 2,252,704
    7. 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. 8. Part II The UNICEF Ethiopia’s Digital Media strategy
    9. 9. UNICEF Ethiopia Digital
    10. 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. 11. Why Social Media? Vision: Making UNICEF Ethiopia the go-to agency for children in Ethiopia Joining in conversation with target groups
    12. 12. How? Consolidating Partnerships Policy advocacy and influence Youth engagement Expanding professional networks Providing Visibility
    13. 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
    14. 14. 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..)
    15. 15. 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
    16. 16. Who is tuned in? The Donor Community National Committees Foreign Correspondents
    17. 17. Who is tuned in? Other UN agencies Private and Government Partners Ethiopian Media
    18. 18. UNICEF Global Accounts – latest figures Facebook: 2.5 million fans Twitter: 1.8 million followers Voices of Youth social media: 300,000+ 19
    19. 19. Part III Integrating Social Media in MER
    20. 20. 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
    21. 21. Part IV Managing UNICEF Ethiopia’s SM accounts
    22. 22. SM Management at UNICEF Ethiopia Resource allocation SM Buzz/SM Pack SM Channels SM Capacity Building SM Monitoring and Evaluation
    23. 23. SM Buzz • Focused outreach activity for visit, launch, commemoration day/week, or major announcement • Plan -> Execute -> Report/Evaluate
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. 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)
    28. 28. 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
    29. 29. 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
    30. 30. SM Monitoring and Evaluation Tools - Hootsuite - Klout - Crowdbooster - Tweetreach - Radiant 6
    31. 31. Part V Questions and Answers
    32. 32. Assignments 1. Account setup - LinkedIn (setup and completion) - Twitter - Others (facebook, youtube) 2. Photo stories - One photo story (on or before September 26th 2013)