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Digital at UNICEF UK

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CharityComms
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Laila Takeh and Sarah Epstein, UNICEF UK Strategic digital communications seminar www.charitycomms.org.uk/events

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Strategic Digital Communications Seminar 12 July, 2012, London #CCdigital
Digital @UNICEF_UK Laila Takeh @spirals Sarah Epstein @sarepst
Source: Stanford Social Innovation Review Oct 2011
UUK Digital Journey Review Set up ?? • Consultant • Digital Hub
Set up
UUK Digital Journey Review Set up Refine Embed • Consultant • Digital Hub • Understanding • Capacity • Strategy building • Roles • Planning • Tools • Investment
Refine Source: Stanford Social Innovation Review Oct 2011
Refine Strategy & Roles
Embed Capacity building Skills matrix • All • External facing • Champion • Super user
Embedding : in practice
How it was different
Some of the impact • 3,000 new twitter followers • Trended in 7 out of 9 on twitter (UK) • 24,100 social mentions including UNICEF • 156,220 website visits • c2,000 daily site views • Hundreds of print articles • Better internal working practices
Embed Challenges • Planning • Understanding still mixed • Need to be concrete Vs flexible • Investment • Specific cases for shifting time and money • Resource balancing
Thanks Laila Takeh @spirals Sarah Epstein @sarepst
END SLIDE
Owned media Bought media Earned media Website Microsite/s Email Search Display Affiliates SM Partners Team 1 Team 2 Team 3 Team 4

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Digital at UNICEF UK

  • 1. Strategic Digital Communications Seminar 12 July, 2012, London #CCdigital
  • 2. Digital @UNICEF_UK Laila Takeh @spirals Sarah Epstein @sarepst
  • 3. Source: Stanford Social Innovation Review Oct 2011
  • 4.
  • 5. UUK Digital Journey Review Set up ?? • Consultant • Digital Hub
  • 6.
  • 8. UUK Digital Journey Review Set up Refine Embed • Consultant • Digital Hub • Understanding • Capacity • Strategy building • Roles • Planning • Tools • Investment
  • 9. Refine Source: Stanford Social Innovation Review Oct 2011
  • 10. Refine Strategy & Roles
  • 11. Embed Capacity building Skills matrix • All • External facing • Champion • Super user
  • 12. Embedding : in practice
  • 13. How it was different
  • 14. Some of the impact • 3,000 new twitter followers • Trended in 7 out of 9 on twitter (UK) • 24,100 social mentions including UNICEF • 156,220 website visits • c2,000 daily site views • Hundreds of print articles • Better internal working practices
  • 15. Embed Challenges • Planning • Understanding still mixed • Need to be concrete Vs flexible • Investment • Specific cases for shifting time and money • Resource balancing
  • 18. Owned media Bought media Earned media Website Microsite/s Email Search Display Affiliates SM Partners Team 1 Team 2 Team 3 Team 4