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UNDP Social Media Training 17_march2016
1. Communicating for Impact
Training for the Bureau of Policy & Programme Support
17 March 2016 | #UNDPSocial | @LottaLei
#UNDPSocial | @LottaLei
2. If we do not communicate
about what we do it’s
almost like not doing
anything at all.
“ “
#UNDPSocial | @LottaLei
3. United Nations agencies
must continue to support
mandate-specific
strategies, policies,
messages and products,
using agencies' own brand
identities.
“
“
#UNDPSocial | @LottaLei
9. Practical tips
Plug into the conversation
Create a workplan
Develop your
Communications Strategy.
Align with corporate
Communications strategy +
your team’s workplan
Set goals, identify
your target audience,
and manage
expectations
Project time lines, key
events & int’l days
Global media & news
trends
Local/regional news
Budget your resources
& available capacities
Key events in your
area of practice (ie:
Int’l days,
conferences)
#UNDPSocial | @LottaLei
10. Be part of the news cycle
#UNDPSocial | @LottaLei
17. How to tell your story?
#UNDPSocial | @LottaLei
18. Exercise
#UNDPSocial | @LottaLei
• Go to www.undp.org
• Pick a news release, a speech, a success story or a
blog post
• Go to https://undp.exposure.co/
• Go to https://storify.com/undp
• Go to: undp-2015-to-2016-from-landmark-to-
opportunity
• Go to Guardian.com
• Go to https://www.youtube.com/user/undp
• Go to https://www.facebook.com/UNDP.Syria/photos
19. Tips for your exercise
#UNDPSocial | @LottaLei
• Please refer to hand-out
20. The Anatomy of a tweet
#UNDPSocial | @LottaLei
Tip: add “.” when you
start a sentence w/
@
Ask me why
21. What is a @handle?
#UNDPSocial | @LottaLei
@Handle
1.Your identity on
Twitter
Tips!
•Blue checks/ verification
•Start with a period when starting
sentence w/ @
•Tag respective handles in the photo
•Always verify you have the correct
handle of people or orgs before you
tweet.
22. Unlock the #HASHTAG
#UNDPSocial | @LottaLei
How to use a hashtag
1. To find audience you want
2. Market your reports
3. Connect to others at
conference/summit
4. Twitter chats
5. Key words that widen likelihood of
people finding your tweet
6. plug into trending topics
7. Follow breaking news before
media gets to the news site
Tips!
•Always search your hashtag
before using it – see how
popular it is & type of
audience using that hashtag
•2-3 hashtags max
•Don’t re-invent the wheel &
create a new hashtag if an
existing hashtag has the
audience you want
23. BASICS: Via, MT, RT + link shorteners
#UNDPSocial | @LottaLei
Tips!
•Credit original tweets
•Credit articles’ source
•Don’t plagiarize. Give credit
•Use a URL shortener
•Tag up to 10 handles in “Who’s in
the photo?” function
27. When to use what & how?
At conferences, summits, & big meetings
#UNDPSocial | @LottaLei
Tips!
•Quote facts & figures
•Less is more (Quality vs.
quantity)
•What would be interesting to
your audience?
•Not everything is news
worthy
•When linking, use shorteners
•Illustrate w/ a photo or
graphic
For your to-do list!
•Take notes & think
about angles for blog
about what
outcomes/findings
from meeting means
for the direction of
your work or policy
28. When to use what & how?
Visiting field projects
#UNDPSocial | @LottaLei
The stars of
the show are
the people we
help.
29. When to use what & how?
Visiting field projects continued.
#UNDPSocial | @LottaLei
Do tweet!
•Data, facts, & figures of
project impact
•Give context
•Quote project beneficiary
•Show how project helped
community
•Take photos of people w/
dignity--the way you to be
pictured
•Before & after
For your to-do list!
•Think about angles so you
can blog when you return
from mission
•Take quotes so you can blog
or contribute to a success
story (if your project has 50-
60% good delivery)
•Take photos of beneficiaries
in action (remember to use
the “edit” function on
Twitter)
37. Hosting Twitter Chats & Periscope vs. joining
ones
#UNDPSocial | @LottaLei
Do join & tweet!
•Data, facts, & figures of
project impact
•Give context
•Share success
stories/blogs/videos
•Before & after
•Use a link shortener
TIPS!
•Don’t host your own Twitter
chat
•Think about yours & team’s
time as an organizational
resource
•Don’t start your own team
handle
•Use existing platforms
(@undp)
•Don’t host your own Periscope
38. Blogs vs. Photo blogs
#UNDPSocial | @LottaLei
When to blog?
•Good for promoting a project
before it’s ready to be a
success story
•Good to discuss policy or
impact which can’t be
measured and quantified w/
beneficaries
•Capturing outcomes of big
conferences/summits
•Highlighting relevance of
technical reports/studies
Photo blogs!
•Photo blogs must have high-
res photos of beneficiaries in
action and project impact
•Minimal text
•Not everything is photoblog
material (think about the
origin of photoblogging)
39. The infographic & photo cards/ photo blogs
#UNDPSocial | @LottaLei
Infographics are useful for
•Summarizing complex
processes using simple visuals
•Promos/summarizing data-
heavy reports/papers
Photo cards/blogs!
•Must have strong photos of
beneficiaries in action and
project impact
•Minimal text
•Tells a story or shares one
powerful fact/data
•Be jargon-free
40. Successful communication via social media
#UNDPSocial | @LottaLei
TIPS
•Reach out to your focal point + sociamedia@undp.org before
you develop a social strategy
•Think about marketing standards, organization’s rules &
governance
•Be ready so we can call on you for expert #TwitterChats
•Be social & be human
•Ensure you + new staff/consultants/interns know the rules
before re-inventing the wheel
•Don’t create your own team’s Twitter handles, Facebook,
websites, Youtube, photoblog, etc. (ask me why)
•Selfies are not news
41. When in doubt, think about CHIMPERY
#UNDPSocial | @LottaLei
•Quality over quantity
•Picture yourself as a brand
ambassador
•Engage, storytell, be human
•Avoid jargon & acronyms
•Don’t throw bananas
(tweets) at random
42. To tweet or not to tweet?
#UNDPSocial | @LottaLei
43. #UNDPSocial | @LottaLei
Contact your BPPS Communications focal points
Sangita.Khadka@undp.org | Gillian.Chalmers@undp.org
Do you have a scoop?
44. Resources
Communications Toolkit
UNDP External
Communications
Action Plan
Communications Toolkit
bit.ly/undpbrand
UNDP Brand Manual
Logos & graphic resources
Editorial Style Manual Crisis Communications
Thank you!
Leilei.phyu@undp.org
Others:
• UNDP’s approach to
social media
• Join KM network
• Join Yammer
• 37 Stats You Should
Know About Visual
Content Marketing in
2016#UNDPSocial | @LottaLei
45. Have a whale of a tale to tell!
#UNDPSocial | @LottaLei
Notes de l'éditeur
Welcome & introductions
Six months ago, Helen Clark sent a message to us all on ‘Building a culture of communications’.
Her message was:
UNDP must become more outward facing and be prepared to engage more in the public domain.
Visibility and telling the UNDP story to wide audiences is critical for our organization – for our advocacy, and for resource mobilization.
Our voice and messages must be heard in programme countries and donor capitals, and by policy-makers, partners, and the communities we work with and on behalf of.
Our role as the leader of the RC/RR system is important. It should never, however, stand in the way of UNDP communicating about its own work.
We must have our UNDP teams around the world fully committed to effective external communications.
We must seize every opportunity in 2015 to raise our voice.
It isn’t always easy. We have challenges of uneven capacity, we need to be clear about our messages and audiences, and we have a dual RR/RC role – can be a challenge for communicating.
Communicating as One guidelines
The idea is: By communicating jointly, the UNCT is able to advocate more effectively, contribute to development goals and enhance the reputation and visibility of agencies.
The guidelines are:
A Country Communication Group led by a UNCT member
Development of a Joint Communication Strategy in support of the One Programme and the UN's mission in country.
Development of common advocacy messages and joint positions consistently delivered by all UNCT members, or though agreed spokespersons. i.e. joint communication is a shared responsibility of the UNCT.
Use of a common shared visual identity for joint UN products and communications.
Development of standard joint communication products.
No preferred model for how joint communication work should be staffed or financed (open to different models for different contexts)
Agency specific communications continue - consistent with jointly agreed messaging.
As Helen Clark said: Our role as the leader of the RC/RR system must never stand in the way of UNDP communicating about its own work. If you’re not able to speak as UNDP, delegate that role to your deputy.
Who are we? We are our Strategic Plan.
The Strategic Plan positions UNDP at the center of the new sustainable development agenda, offering us unprecedented opportunities to capitalize on the unique role we have, including as the leader of the UNRC system.
UNDP works on important issues that many, many people care about: poverty, inequality, injustice, rule of law, climate change—all brought together for people.
The Strategic Plan gives us strong, straightforward ways to describe UNDP’s mission: Eradicate poverty. Reduce Inequality. End Exclusion.
Over the next year we will all be talking about particular SDGs we will be supporting programmatically. But we must remember our overall role in shaping the post-2015 sustainable development agenda.
We have a lot of exciting communications products and partnerships lined up for 2015.
This year, as Helen Clark says, comes “once in a generation.”
2015 will be a momentous year for us globally, as the MDGs draw to a close and the Sustainable Development Goals are adopted, as the Financing for Development discussions progress, and as we prepare for a global agreement on tackling climate change in Paris at the end of the year.
We have a clear, simple message for this year: UNDP FOR PEOPLE AND PLANET.
This global campaign brings together SDGs and climate change, has messages for the major conferences, for the MDG-SDG transition, and for why UNDP matters.
Transparency and accountability of aid funding
Explain our work and impact to tax payers and their govts
Connect with media
Connect with other development orgs/practitioners
Value for money and extension of life for reports and other print content through infographics, blogs, tweets, etc.
So that’s communicating for impact.
Now, communicating for Resource Mobilization.
Whether our funding is core, non-core, ‘other’ or ‘regular’, the public in these donor countries want to know their tax dollars are being well spent. The donor governments need to see that we’re having visibility and impact.
We’re taking steps to address that globally for example on the website, with new pages for each of our biggest donors, filming interviews with PRs talking about why their governments support UNDP, retweeting and friending donor reps on social media accounts.
Platform data
-Twitter (730K English, Spanish, French)
-Instagram (English)
-Facebook (800K English, Spanish, French)
Etc.
If you see opportunities for being part the conversation, take the gap.
And here’s what you can do: REACH THE GLOBAL MEDIA.
There are 10-12 media outlets that reach most of our most important donors, mostly in the OECD. They influence public opinion in donor countries and that means they influence policy makers. These include:
Broadcasters: BBC, CNN, Al Jazeera.
Print: The New York Times, the Financial Times, El Pais, Le Monde, the Economist, AP wire service.
UNDP needs to be visible on these platforms: talking about our thought leadership, our policy recommendations, our programs.
That’s the global context. On how that translates into your region and countries…
Remember that conferences and reports are not necessarily obvious news. Think of them as news headline to help reporters understand their significance. The FT will not write a story about our reports: but they will write about data or information in a report that is pertinent to news they are covering.
Lei’s social media training session starts here. (Lei’s slides start)
Develop relationships with reporters in your regions. You should know who your key correspondents are.
We can be part of the news without getting ourselves into trouble. We can be part of the story. UNICEF did an amazing job of that in Palestine, getting into the New York Times!
Platform data
-Twitter (730K English, Spanish, French)
-Instagram (English)
-Facebook (800K English, Spanish, French)
Etc.
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Platform data
-Twitter (730K English, Spanish, French)
-Instagram (English)
-Facebook (800K English, Spanish, French)
Etc.
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Using “storytelling” to tell the impact of development
Picture each tweet as a micro-blog
Social media used for:
showcasing partner impact & partnerships
Media
Storytelling program impact
Storytelling during a crisis
Thought leadership (becoming a “go-to household name” for media, donors and partners for expertise.
Platform data
-Twitter (730K English, Spanish, French)
-Instagram (English)
-Facebook (800K English, Spanish, French)
Etc.
Using “storytelling” to tell the impact of development (continued)
Social media used for:
Engaging in Twitter chat dialogues with public to increase transparency
Highlighting key takeaways from interesting meetings
Joining a conversation (ie: #Action2015)
Storytelling during a crisis
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
Lei’s social media training session starts here. (Lei’s slides start)
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