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Becoming a (More)
Socialized Organization
10 Tips for Tapping the Social Web
@jonathankopp Jonathan Kopp, Partner & Global Director, Ketchum DigitalUNICEF Global Communications Conference
Athens, Greece / 04 March 2011
Overview
The “Social Web”
UNICEF’s Digital Presence
Top Ten Tips
Q & A
The “Social Web”
http://en.rian.ru/infographics/20110228/162792394.html
• Nearly 2B Internet users• 445% growth 2000 - 2010• Still only 29% global penetration
http://globalwebindex.net/
The Era of the “Social Web”
• Social networking takes up 23% of our time online, up 43% from a year ago.
• 8% drop in email in the US• 59% drop in email among US 12-17 year
olds• Note: Email grew among US age 55+
• 35% growth in online giving in 2010, spurred largely by Haitian relief efforts
• Consumers refuse to be 'marketed at'
• They expect authenticity, transparency & instant information
• Everyone has their own soapbox
• They also have choices
• Earned media, trusted sources & word of mouth
are far more important than ever before
New Rules
UNICEF’s Web Presence
(at a glance)
Dominant Share of Voice
• Joined March 2010•233 Facebook likes•128,933 total reads•96 uploads•42,520 followers
Scribd. Highlights:•Several UNICEF reports (96 documents) are easily accessible through its Scribd. page.
•35 collections of the State of the Worlds Children reports, latest upload on Feb. 24, 2011
•762,460 likes
Facebook Highlights:• Interactive page with frequent wall posts.
•Posts are engaging and generates a lot of discussion
•Several posts include content from various social media channels (e.g., YouTube videos, blog posts, etc.)
•508 photos
•ANALYSIS:UNICEF FB page would benefit from more digital design & interactive assets, such as widgets, apps & polls that mirror it’s .org content & create opportunities for audience engagement.
•302,664 Followers•9,011 listed•1,605 tweets•@UNICEF•#UNICEF•#UNICEFLive•Other hashtags are cause/campaign specific (e.g., #PakistanFloods, #childmarriage)
Twitter Highlights:•Multiple daily posts related to current UNICEF causes
•Many posts provide links to videos and articles from UNICEF’s website.
•Tweets are international in scope—from Egypt, to Haiti, to Niger.
• Joined April 2010•329 contacts•20 groups
Flickr Highlights:•Provides links to UNICEF’s official website, YouTube channel, Facebook and Twitter pages
•UNICEF’s photo streams profiles “Photo of the Week” with a description of the photo, as well as a collection of related photos. There are a total of 150 photos.
•UNICEF’s last “Photo of the Week, received 303 views.
• Joined Sep. 2006•2,108 Videos•372,756 Channel Views
•7,508,735 Total Upload views
•12,664 Subscribers
YouTube Highlights:•Four official UNICEF Language Channels (Spanish, French, Arabic and Chinese)
•Channel has over 800 comments
•New videos updated on a frequent basis, usually at least two each week. All are related to a UNICEF cause or campaign.
• A total of 225,478 relevant posts were found from Aug. 26 - Feb. 24, 2011.
• 67% of all UNICEF posts were Tweets.• Main topics driving social media chatter
include UNICEF appeals related to catastrophies (e.g., Pakistan floods, cholera outbreaks in Nigeria & Haiti), celebrity ambassadors (e.g., Selena Gomez) and prominent donations (e.g., Gucci’s $1MM gift).
• UNICEF’s Dir. Of South Asia appears on CNN to support Pakistan
• EU and UNICEF to bring awareness about women and cutting.
• Cholera kills 1,555 in Nigeria; Cholera in Haiti
• Jennifer Lopez and Gucci pledge $1M to UNICEF
• Philippines disaster relief
• 60 Years of UNICEF Trick-or-Treat Campaign
• Selena Gomez is UNICEF’s youngest Ambassador
• Appeals to help Haiti battle Cholera
Channel Mix, Volumes & Topics
Opportunities
• UNICEF lacks a blog & a central content strategy to drive a focused, coordinated global conversation.– Various UNICEF NatComs do effectively use blogs.
kansenΕΥΚΑΙΡΙΕΣ기회 ВОЗМОЖНОСТИ
OPORTUNIDADES機會
• UNICEF has an extensive organizational presence across the social web.– It would greatly benefit from increased
visibility for, and personal, conversational interactivity by, the people of UNICEF.
Top Ten Tips for
Tapping the Social Web
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
How We TalkUNICEF is the driving force that helps build a world where the rights of every child are realized. We have the global authority to influence decision-makers, and the variety of partners at grassroots level to turn the most innovative ideas into reality. That makes us unique among world organizations, and unique among those working with the young. We believe that nurturing and caring for children are the cornerstones of human progress. UNICEF was created with this purpose in mind – to work with others to overcome the obstacles that poverty, violence, disease and discrimination place in a child’s path. We believe that we can, together, advance the cause of humanity. We advocate for measures to give children the best start in life, because proper care at the youngest age forms the strongest foundation for a person’s future.We promote girls’ education – ensuring that they complete primary education as a minimum – because it benefits all children, both girls and boys. Girls who are educated grow up to become better thinkers, better citizens, and better parents to their own children.We act so that all children are immunized against common childhood diseases, and are well nourished, because it is wrong for a child to suffer or die from a preventable illness.We work to prevent the spread of HIV/AIDS among young people because it is right to keep them from harm and enable them to protect others. We help children and families affected by HIV/AIDS to live their lives with dignity.We involve everyone in creating protective environments for children. We are present to relieve suffering during emergencies, and wherever children are threatened, because no child should be exposed to violence, abuse or exploitation.UNICEF upholds the Convention on the Rights of the Child. We work to assure equality for those who are discriminated against, girls and women in particular. We work for the Millennium Development Goals and for the progress promised in the United Nations Charter. We strive for peace and security. We work to hold everyone accountable to the promises made for children.We are part of the Global Movement for Children – a broad coalition dedicated to improving the life of every child. Through this movement, and events such as the United Nations Special Session on Children, we encourage young people to speak out and participate in the decisions that affect their lives. We work in 190 countries through country programmes and National Committees. We are UNICEF, the United Nations Children’s Fund.
“What’s a‘Global Health?’”
Listen & Learn
Help Them See Themselves in You
Get Out ofOur Own Heads
http://www.brooklynstooplife.com/
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
The Institutional Face & Voice of
UNICEFUS Fund UNICEF
Internal to External275,000 employees worldwide
http://www.iamfedex.com/ https://www.facebook.com/iamfedex
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
How to Foster a Social Media Blackmarket
Harness the Power, Instead
ADD VALUE
Behavior Change: Social Media Policies & Training
Effective Engagement
LISTEN
RESPOND
DRIVE ACTION
1
23
Hop, skip, jump… Repeat
Hi Jacob,
I work in communications at FedEx Office….
I’m sorry about the situation you encountered. You were absolutely correct that your experience did not live up to the brand of FedEx Office.
….you made some very good points…. We’d like to use your video when we train our team on topics like customer experience, living the brand, etc.
We want them to hear the voice of the customer directly…. Would you be OK with us showing it to our trainees?
….Again, I’m sorry …. I hope you’ll give us another try.
Thanks, Jenny Robertson…FedEx Office
Every Employee a Brand Ambassador
From: Jacob Morgan To: Jenny Robertson Sent: Thu May 07 19:48:47 2009 Subject: Re: FedEx Office video
Hi Jenny,
Thanks for your response. I'm glad you understood … my frustration. Yes, you have my permission to use the video … (I hope you do), I think that's a great idea….
[T]he only reason I am going to continue to be a customer is because you sent this email. I just put up another video based on …the fantastic job you did.
Jacob
From Critic to Convert
Delicate Balance
“Creepy” Point
VA
LUE
PERSONALIZATION
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more
visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
Less Time, Less Space, Less Text
Some representative results:
The PressRelease is Dead
99,000 77030%30%40%
impressions
reads
of traffic was direct
came from referring sites
came from search engines
http://www.roomtoread.org/yearoftens/index.html
Visual Storytelling http://asmarterplanet.com/
Short Links Save Space & Deliver Data
http://goo.gl/...http://lnk.nu/ …http://nyti.ms/ …http://on.wsj.com/ …http://amzn.to/ …
Mobile
QR Codes
From Commerce…
… to Cause
http://bit.ly/gfuBqX
QR Codes for UNICEF?
http://www.qrstuff.com/
USES: SIGN-UP, ALERTS, EVENTS, FUNDRAISING, ADVOCACY & ACTIVISM
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
UNICEF.org Social Media
Social Media links present on UNICEF digital properties
✖Social Media is bolted on; not integrated
http://www.unicef.org/
41
Were it not for the Internet, Barack Obama would not be president. -Arianna Huffington
Obama won… every single caucus state that matters… because he was able to move thousands of people to organize. -Joe Trippi
42
TOOLS ≠ ANSWERI am learning to get online myself, and I will have that down fairly soon, getting on myself…. I don’t e-mail. I’ve never felt the particular need to e-mail.
John McCain, (NYTimes, 13 July 2008)
44
“MyBO”“The campaign’s official stuff they created for YouTube was watched for 14.5 million hours. To buy 14.5 million hours on broadcast TV is $47 million.” Joe Trippi
Help Supporters Connect & Share
Microsite
45 Blogs+500,000
supporting
people reached on blogosphere
+2MMpeople reached on Orkut
Web Videos
It’s the Conversation, not the Channel.Follow It. Connect to it. Enable it. Everywhere.
http://www.flowtown.com/
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
UNICEF Content Is GoldFrom human stories… …to campaigns
It’s content…
…that drivesconversation,
connections& links
Engagement
Campaign Approachto Social Media Content
STRATEGIC
• Communications goal• Target audience• Current state• Desired state• “Big idea”• Tactical manifestation• Channels/touchpoints
PROGRAMMATIC
• Multi-tactical• Coordinated editorial
calendar• Events/goals/milestones• Interactive elements – polls,
widgets, apps, sign-ups, etc.• Timing is key for social posts
– Organize by day-part– Repeat frequently
Central blog landing page
Incorporate reader contributions
Some Effective Content Strategies
C-suite out front
Multiple authors from around the world
Clean, image-driven design
Social media integration
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
43% of CNN’s traffic comes from social networks, like FB & Twitter
NY Times is down to
950,000 print readers,
but it’s up to 2.6 MM followers on Twitter
Media Shift
Influence the Influencers of Today
(& Tomorrow)BLOGGERS
“YOUTUBE PERSONALITIES”
Web Personalities
Numa Numa (Gary Brolsma, 2004) Numa Numa for Geico (2009)
2.9 Million Views41 Million Views
2009 PR Week & SABRE Awards: Best Use of Online Media, Corporate Branding Campaign of the Year,
Campaign of the YearInput:• Ikea customer insights• Influencer leverage• Steer, don't control• Authenticity
Output:• 5.5% in-store sales• 6.8% Ikea website• 15MM hits to promo website; • 1.5MM webisode views• 2K+ positive posts on social media sites
CAMPAIGN: 180 targeted web videos in real- time over 3 days
RESULTS:6MM 8 of 11 40MM2700%
800%
Day 1views
of the top week 1 web videos
Month 1 views
Twitter increase
increase in Facebook fan interaction
300%increase in traffic to oldspice.com
107%sales increase in 1st month
Old Spice Influencer Campaign
Old Spice is now #1 body wash for men
Old Spice YouTube channel became the #1 all time most viewed channel
http://www.oldspice.com/
Consider Germany,For Example
HerrTutorial(a.k.a. Sami Slimani)
#1 Most Subscribed:
Total Upload Views: 5,621,860
Total Upload Views: 30,629,236
Hi Jonathan –
I just put up a video about how I visited Unicef in Düsseldorf and how I love their work and how I want to support it. http://bit.ly/gCCW9O (from min. 2:25). “….If there is anything I can do for you or for a Unicef Project, let me know - i would love to be a part of it :)
Sami
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
Crowdsourcinghttp://www.refresheverything.com/
Toyota’s "Ideas for Good" program asks users to put Toyota technology to use to improve the world.
• Launched Nov. 2010
• Ideas accepted through Feb. 2011
• Community voting in April 2011
• Winners announced in May 2011
http://www.toyota.com/IdeasForGood
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
Importance of Search Optimization
• Separate teams at
• Paid search doesn’t
impact organic listing
• 0.5 - 2.0% CTR on
any one paid ad
• 75% + of CTR is on
organic, especially
for info queries
Impact of Real-time Social Search
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
Sample of how it works:
# of blog posts
+ # of forum
threads
+ # of Twitter
‘tweets’
+ # of YouTube
videos
Sample of how it works:# of Diggs
+ # of Bookmarks
+ # of Video comments
+ # of Photo comments
+ # of Twitter interactions
Sample of how it works:Sentiment Score
PositiveNeutralNegative
+ Keyword ScoreInclusion of keywords
Sample of how it works:# of UMVs in Blogs
+ # of Twitter followers
+ # of Video views
+ # of Photo views
+ # of Facebook members/likes
Conversational Index
Engagement: How is the brand being shared online and how
active are the communities within which conversations
take place?
Volume:How much is the
brand being talked about and where is
conversation occurring?
Message & Tone:
Is the brand being understood and talked about in a consistent,
meaningful way?
Impressions: How many times are people exposed to naturally occurring
brand conversations online across every
channel?
Volume Over Time
Engagement Over Time
Message & Tone Over Time
Impressions Over Time
Benchmark For SuccessEngagement: How is the brand being shared online and how
active are the communities within which conversations
take place?
Volume:How much is the
brand being talked about and where is
conversation occurring?
Message & Tone:
Is the brand being understood and talked about in a consistent,
meaningful way?
Impressions: How many times are people exposed to naturally occurring
brand conversations online across every
channel?
Top 10 Tips
1. Listen & learn2. Personalize3. Empower4. Less text, more visuals5. Integrate & saturate6. Content strategy7. New influencers8. Crowdsourcing9. Search10.Measure
Q & A
Becoming a (More)
Socialized Organization
10 Tips for Tapping the Social Web
Jonathan Kopp, Partner & Global Director, Ketchum DigitalUNICEF Global Communications Conference
Athens, Greece / 04 March 2011
@jonathankopp
