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Digital strategy. Engagement through seamless integration of web, social media, visual content. Forming a digital strategy that works across a large global organization. Utilizing visual story telling through social channels. How we measure engagement, and avoid audience fatigue.
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Digital Strategy @JimRosenbergDivision of Communications, New York
Digital StrategyPartnerships
DRAFT
Which of these tools will you use at work today?
Our goal: Make digital media a tool to help core work – demystify social media, have it be just like any other utility.
@jimrosenberg
Digital Strategy
Directions for 2014 - 2017
Refreshed content strategy: inform and engage with images, sound, and words
Research, knowledge, data
Facilitate global targets for fundraising
Enhance global digital capability &storytelling
Global blog & social media guidelines
New unicef.org@jimrosenberg
DRAFT
Digital Strategy in 71 words
• Social media is your embassy; a good website is your home country.– Steady, consistent content is essential to engagement.– Owned content > Facebook’s algorithms.
• The big picture is comprised of many, many details.– The perfect tweet or flawless video takes time, effort, and money.
• People are your greatest asset – your own colleagues, as well as the people you serve.– “People want to be a part of something bigger than themselves.”
#H2H by @BryanKramer– If your clients sense you’re open and engaged, they’ll be that way,
too. Same goes for your staff.
@jimrosenberg
DRAFTDigital Strategy
Create once, publish everywhere (COPE)
@jimrosenberg
DRAFTDigital Strategy
Meet people where they are, in their language
• Multilingual• Mobile/mulitplatform• Visual
@jimrosenberg
Digital Strategy
Mobile, simpler, visual, targeted
Digital Strategy
Expert voices and views via blogging, live chats
DRAFTDigital Strategy
Expert voices and views via blogging, live chats
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DRAFTDigital Strategy
Staff have a story, too
DRAFTDigital Strategy
Knowledge and data across platforms
@jimrosenberg
DRAFTDigital Strategy
Co-creating and engagement
Voice and personal narrative
DRAFTDigital Strategy
Co-creating and engagement
DRAFTDigital Strategy
Partnerships
@jimrosenberg
DRAFTDigital StrategyPeople + Content
• Have a conversation, not a campaign.
• Global frame, local action. Take a global message that national markets/teams can adapt. Messages and calls to action should be easily tailored and localized by language, country.
• Have one integrated editorial calendar. Media, marketing, web, social, offline, visuals.
• Team: balance all-rounders with deep expertise.
• Do fewer things better.
• Find the storyteller in the elevator. @jimrosenberg
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Thank you! @jimrosenberg
