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Implementation of Digital Media - Workshop for UNDP - Environment & Energy

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Yolanda Ma Jinxin
Yolanda Ma Jinxin

This is the last session of the digital media workshops I delivered at United Nations Development Programme (Beijing Office), to its Environment and Energy Team.

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Digital Media Workshops UNDP ¨C Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
UN Millennium Campaign http://endpoverty2015.org/ http:// www.standagainstpoverty.org /
UN Millennium Campaign
UN Millennium Campaign 2008: 116 Million participation worldwide with all efforts combined together; Includes 73 million , highest number of participation from Asia ; Inclusion of social media strategy resulted in 62% growth in participation in 2008 compared to year 2007
UN Millennium Campaign 15,043 total blog posts on ¡°poverty¡± during the campaign days with 13,498,280 combined readership
UN Millennium Campaign Exclusive social media tie-ups Youtube video game/ Blog action day Demographics based behavioral targeting Orkut (South America) instead of Facebook Online/Offline synchronization
UN Millennium Campaign What message is delivered? Clear, simple, straighforward Which group of people are targeted? General public What platforms are used? Youtube, blogs, traditional media How¡¯s the result?
Implementation ¨C Org.
The WAVE Model The 3 W Questions Finding Your A udience Use V ersatile Tools E ngage Your Audience
The 3 W Questions What do we want to achieve? Measurable and achievable Why do we want to achieve that? Real driver Who can help achieve the goals? Partnerships: gov., donors, individuals
Finding Your A udience Where is your audience located? Grassroot vs. Educated elites Which social tools are they using? Varies from country to country Who are their thought leaders? Know them, Study them, Connect to them Hu Jintao Han Han
Use V ersatile Tools Topics Style/Tone Frequency Goal Text/ Video/Sound? Contributors Communication Plan
E ngage Your Audience
UNDP¡¯s Challenge What does UNDP do? Ongoing confusion Breadth and diversity of programs Industry-specific language Why does UNDP matter?
Implementation - Individuals
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Be Digital , Be Social G row together
Reference UN Social Media Guidelines DRAFT, June 2010 (Internal) UNDP Social Media Guidelines DRAFT Creating the WAVE - Social Media Plan For Non Profits, by Arjan Tupan of Capgemini HUGE presentation on new online strategy for UNDP
About the Speaker Ma Jinxin (Yolanda) A Chinese freelancer based in Hong Kong. Focusing on new media, digital marketing, and civil society development in China. Website: http://majinxin.com Profile: LinkedIn Contact: Email: [email_address] MSN: [email_address] QQ: 16253322 Sina Weibo: ñR½ðÜ° Skype: majinxin.cn

More Related Content

Implementation of Digital Media - Workshop for UNDP - Environment & Energy

  • 1. Digital Media Workshops UNDP ¨C Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
  • 2. UN Millennium Campaign http://endpoverty2015.org/ http:// www.standagainstpoverty.org /
  • 4. UN Millennium Campaign 2008: 116 Million participation worldwide with all efforts combined together; Includes 73 million , highest number of participation from Asia ; Inclusion of social media strategy resulted in 62% growth in participation in 2008 compared to year 2007
  • 5. UN Millennium Campaign 15,043 total blog posts on ¡°poverty¡± during the campaign days with 13,498,280 combined readership
  • 6. UN Millennium Campaign Exclusive social media tie-ups Youtube video game/ Blog action day Demographics based behavioral targeting Orkut (South America) instead of Facebook Online/Offline synchronization
  • 7. UN Millennium Campaign What message is delivered? Clear, simple, straighforward Which group of people are targeted? General public What platforms are used? Youtube, blogs, traditional media How¡¯s the result?
  • 9. The WAVE Model The 3 W Questions Finding Your A udience Use V ersatile Tools E ngage Your Audience
  • 10. The 3 W Questions What do we want to achieve? Measurable and achievable Why do we want to achieve that? Real driver Who can help achieve the goals? Partnerships: gov., donors, individuals
  • 11. Finding Your A udience Where is your audience located? Grassroot vs. Educated elites Which social tools are they using? Varies from country to country Who are their thought leaders? Know them, Study them, Connect to them Hu Jintao Han Han
  • 12. Use V ersatile Tools Topics Style/Tone Frequency Goal Text/ Video/Sound? Contributors Communication Plan
  • 13. E ngage Your Audience
  • 14. UNDP¡¯s Challenge What does UNDP do? Ongoing confusion Breadth and diversity of programs Industry-specific language Why does UNDP matter?
  • 16. ?
  • 17. Be Digital , Be Social G row together
  • 18. Reference UN Social Media Guidelines DRAFT, June 2010 (Internal) UNDP Social Media Guidelines DRAFT Creating the WAVE - Social Media Plan For Non Profits, by Arjan Tupan of Capgemini HUGE presentation on new online strategy for UNDP
  • 19. About the Speaker Ma Jinxin (Yolanda) A Chinese freelancer based in Hong Kong. Focusing on new media, digital marketing, and civil society development in China. Website: http://majinxin.com Profile: LinkedIn Contact: Email: [email_address] MSN: [email_address] QQ: 16253322 Sina Weibo: ñR½ðÜ° Skype: majinxin.cn

Editor's Notes

  1. Photo source: http://img.webmd.com/dtmcms/live/webmd/consumer_assets/site_images/articles/health_tools/baby_milestones_1_slideshow/getty_rf_photo_of_baby_cruising_on_stairs.jpg
  2. Han Han: http://hiphotos./yang2008108/pic/item/6ab12afcf3652ceefd037f07.jpg Do research, interviews and surveys within country offices The first audience is the educated public: journalists, teachers, NGO's and others People want to know: what are they doing? who's doing it? how much money is there? how is it being spent? Bonus: comm targeted at the general public will be easily understood by all other audiences
  3. It takes on average 9 months to build a fully functioning community, where you have converted outsiders to passive, active or even passionate members Engagement through purposeful dialogue. Listening Engaging, initiating and creating Measuring and responding
  4. UNDP's work will always be more complex than the story that is effective for the general public really deep and requires so much knowledge that most people don't have 2. UNDP's purpose is to improve human development but the orgnization does not communicate what that menas for humanity. UN's internal activities Too often, the subject matter is UNDP itself instead of the communities it helps
  5. Photo source: http://www.flickr.com/photos/chipsmith/3207638822/