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UNICEF Ethiopia Digital Media Strategy Presentation and Account Management for Media and External Relations team
1. UNICEF Ethiopia Digital
Presentation on Digital Media at
UNICEF Ethiopia
By Elshadai Negash
Social Media Consultant
UNICEF Ethiopia
Media and External Relations
(MER)
2. Outline of presentation
• Social Media in Ethiopia (15min)
• UNICEF Ethiopia’s Digital Media Strategy (30
min)
• Integrating Social Media in MER (60min)
• Managing SM Accounts (1hr)
• Questions and Answers (10min)
4. Social Media: Why bother in Ethiopia?
Television National Radio Print Media Social Media
Reach > 15million >30million >=200,000 (per
week)
>1.1million
Rate of
increase (per
month)
0.5% 0.25% 0.05% 10-15%
10. Digital Media at UNICEF Ethiopia
Parameter Number
Digital Media Channels http://www.unicef.org/ethiopia
http://www.facebook.com/UNICEFETH
https://www.twitter.com/UNICEFEthiopia
http://www.youtube.com/user/UNICEFEthiopia
http://www.flickr.com/photos/unicefethiopia/
http://www.delicious.com/unicefeth
http://www.linkedin.com/company/unicef-ethiopia
Average Website hits NA
Number of Facebook likes 666
Number of Twitter followers 1700
Number of YouTube Subscribers 135
Number of Flickr Views 15,980
Number of Delicious followers 13
Number of LinkedIn followers 174
Number of E-Newsletter
subscribers
NA
Data correct as at: 18th September 2013 15:43
11. Why Social Media?
Vision: Making UNICEF Ethiopia the go-to agency for
children in Ethiopia
Joining in conversation with target groups
13. How does UNICEF Ethiopia
utilize Digital Media?
– Channels: FB, Twtr, LinkedIn
– Fulfill Donor/Natcom visibility requirements
– Jobs and career information
– News and event information
– Research papers, policy analysis, debate +
discussions
14.
15. UNICEF Ethiopia Digital Media
Outreach Target Audience
Primary: UNICEF Donors with a presence in Ethiopia at mission and
agency levels; National Committees
Secondary: Media; Ethiopian government partners
Tertiary: UNICEF Family (HQ, ESARO, and
ESARO country offices)
Fourth:Other UN Agencies and multilateral organizations
Fifth: Private Partners
(IKEA, Montblanc, ING, Rotary
Intl, Starwood, etc..)
21. MER activity Social Media component
Donor/Natcom visits Buzz planning for major visits; live updates and photos using itinerary;
mentioning donor and accompanying media
Media Relations/Outreach Post all PRs on website and share on FB + Twtr; use of hashtags to share
content generated by media on twitter;
UNICEF Ethiopia Events Buzz planning for major events (UN Days, launches, JPRs, etc…)
Goodwill Ambassadors Synchronize messaging with GWAs (E.g. Hannah Godefa on twitter, Aster
Awoke on facebook, intl GWAs like Pau Gasol)
Strategic Communications (ETH Govt, UN
agencies, HQ, Private Partners)
ETH Govt: utilize ministers/ministries with SM presence (E.g. FMOH,
MoFED, and MFA)
UN agencies: joint SM efforts (E.g. IOM Ethiopia, UNHCR Ethiopia, UNFPA
Ethiopia)
HQ: joint SM efforts (E.g. World Immunization Week, International Day of
Friendship, ethiopiameetsmdg4)
Private Partners: Mention activities with UNICEF Ethiopia,
acknowledgements (E.g. Montblanc)
Programme Communication Train and then encourage programme comms colleagues and field offices
to come up with social media content (e.g. photo stories, human interest
stories)
Partners’ Capacity Development Presentations to target audience groups on social/digital media
Social Media in MER
23. SM Management at UNICEF Ethiopia
Resource allocation
SM Buzz/SM Pack
SM Channels
SM Capacity Building
SM Monitoring and
Evaluation
24. SM Buzz
• Focused outreach activity for
visit, launch, commemoration day/week, or
major announcement
• Plan -> Execute -> Report/Evaluate
25. SM Buzz Plan/SM Pack
– Objectives
– Content influencers/partners/hashtags
– Pre-scheduled and live updates
– Information/pack to partners/content influencers
– Monitor, evaluate, and respond to conversations
• Owned vs Earned
– KM: Results and lessons learned
26. SM Buzz calendar
• UNICEF Ethiopia calendar adapted for social
media
• Lists events in categories for buzz planning
• UNICEF Ethiopia events + UN days+ Ethiopian
holidays + Global/regional launches
27. SM Channels
• Maintenance of channels: an update per day
• Using analytics and evidence to drive
engagement and fans/followers/subscribers
• Monitoring conversations on children, child
issues, and programme areas
• Reputation Management
28. SM Capacity Building
- Training and experience sharing sessions on
social media
- General and focused presentations on
programmes/zone offices
Completed
- Country Management Team (CMT)
- Zone offices
(Gambella, Assosa, Mekelle, Semera, Jijiga, and
Hawassa)
29. SM Capacity Building
Planned
- Internal: Oromiya, Dollo Ado, Programmes
(Health, Nutrition, Education, WASH, and
Protection)
- External: ETH Gov’t partners, key
donors, other UN agencies, and Media
30. SM Monitoring and Evaluation
Types of reporting:
1. SM Buzz Report
- Prepared after SM Buzz implementation
- Focused on visit/launch/commemoration events
2. Channel Report
- Report on the performance of channels
- Report on content influencers and target
audience
31. SM Monitoring and Evaluation
Tools
- Hootsuite
- Klout
- Crowdbooster
- Tweetreach
- Radiant 6
33. Assignments
1. Account setup
- LinkedIn (setup and completion)
- Twitter
- Others (facebook, youtube)
2. Photo stories
- One photo story (on or before September 26th
2013)
Notes de l'éditeur
Latest statistics on UNICEF HQ accountsFacebook: 2.5 million fans. The Atlantic Wire, September 2012: "UNICEF’s Facebook posts are consistently engaging with viral metrics that would be the envy of most brands."Twitter: 1.8 million followers Mashable: UNICEF 20th most engaged brand on Twitter, most engaged NGO, according to Nestivity. Voices of Youth:Over 300,000 followers in 3 languages (English, French and Spanish)These accounts have a broad and effective reach and continue to grow daily. Though its exciting to have this many fans and followers, these figures also keep us in check because as our supporters grow, the demand for our engagement grows as well, and that engagement is very time consuming and challenging at times.