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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 | @jimrosenbergThe World Bank |www.worldbank.org | @worldbank
October 2013
How the World Bank Learned to Stop Worrying and Love Social Media
http://www.kpcb.com/insights/2013-internet-trendsKleiner Perkins Caufield & Byers
4
Facebook reach Facebook at 1.15b users; 699m daily active users on average (6/13)Bigger user base in 2012 than the WWW in 2004
Mobile + social = ?
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 low-
interest 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.
First blog
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
Which of these tools will you use at work today?
Jim Rosenberg | @jimrosenberg
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
Lagos
Jakarta
Bogota
GazaJim Rosenberg | @jimrosenberg
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/)
Jim Rosenberg | @jimrosenberg
Jim Rosenberg | @jimrosenberg
Multilingual, multiplatform, visual, engaging
1404/11/2023
WSP Head Jae So & UNICEF’s Tony Lake on World Bank LiveInfographic: Oceans (Arabic)
Melinda Gates tweeting about Thinkequal
#Longreads on Voices blog
World Bank Live
YouTube
What Will It Take Video - India
YouTube
Tell a story: before and after
Visuals + Localization = !!!
Jim Rosenberg | @jimrosenberg
17
Instagram & Tumblr – find the right niche
Jim Rosenberg | @jimrosenberg
18
Storytellers – inside & outside
Jim Rosenberg | @jimrosenberg
Beats email.
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.
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.22Jim Rosenberg | @jimrosenberg
Thank you
Jim Rosenberg | @jimrosenberg