United Nations Development Group training 16_march2016

#UNDPSocial | @LottaLei

Communicating for Impact

UN Development Group training16 March 2016 | #UNDPSocial

#UNDPSocial | @LottaLei

If we do not communicate about what we do it’s almost like not doing

anything at all.

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United Nations agencies must continue to support mandate-specific strategies, policies, messages and products, using agencies' own brand identities.

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#GlobalGoals go local in 2016

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Why communicate online?

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How to communicate for impact

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Practical tips

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)

Develop your Communications Strategy. Align with corporate Communications strategy + your team’s workplan

Create a workplan

Plug into the conversation

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Be part of the news cycle

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Use the access we have

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All NEWS & CONFERENCSE aren’t NEWS

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Get active on social media

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Develop relationships

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Be BOLD! Disrupt.

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How to tell your story?

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The Anatomy of a tweet

Tip: add “.” when you start a sentence w/

@Ask me why

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Exercise

• 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

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What is a @handle?

@Handle1. Your identity on

TwitterTips!

•Blue checks/ verification•Start with a period when starting sentence w/ @•Tag respective handles in the photo

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Unlock the #HASHTAG

How to use a hashtag1. To find audience you want 2. Market your reports3. Connect to others at

conference/summit4. Twitter chats5. Key words that widen likelihood of

people finding your tweet6. plug into trending topics7. Follow breaking news before

media gets to the news site

Tips!•Always search # before using it.•2-3 hashtags max•Don’t re-invent the wheel & create a new hashtag if an existing hashtag has the audience you want

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BASICS: Via, MT, RT + link shorteners

Tips!•Credit original tweets•Credit articles’ source•Don’t plagiarize. Give credit•Use a URL shortener•Don’t tag a million handles at the end of your sentence like an internal conversation in public

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Storytelling as thought leaders

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The Anatomy of a tweet

Tip: add a hashtag at the

end.

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Why tweet and blog?

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When to use what & how? At conferences, summits, & big meetings

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•Take photos (remember to use the “edit” function on Twitter)

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

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When to use what & how? Visiting field projects

The stars of the show are

the people we help.

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When to use what & how? Visiting field projects continued.

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)

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Hosting Twitter Chats & Periscope vs. joining ones

Do join & tweet!•Data, facts, & figures of project impact•Give context•Share success stories/blogs/videos•Before & after•Use a shortener

Don’t!•Host your own Twitter chat•Think about your time, staff, consultants’ and interns’ time as an organizational resources•Don’t start your own team handle•It takes time to grow a viable audience•Use existing platforms (@undp)•Don’t livestream from Periscope randomly

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Blogs vs. Photo blogs

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)

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The infographic & Photo Card

Useful for?•Summarizing complex processes using simple visuals•Promoting reports & complex processes ( ie: #COP21 negotiations, #SDGs processes)•Photo cards should have 1 sentence using simple marketing words & powerful data (ie: 1 in 3 Syrian refugee households now headed by women) + positive call to action

Not for!•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)•Jargon without thinking of design or marketing standards

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WHAT MAKES SOCIAL MEDIA STAFF HAPPY/UNHAPPY

DO•Reach out to your focal point + [email protected] before you develop a social strategy•Think about social media/comms efforts as $ you’re spending (even interns’ labor)•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•Always think about stretching comms. $ (can I get a blog out of it? Can I tweet?)•Be creative but remember digital/social rules

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The Don’ts

Don’t• Create your own team’s Twitter handles, Facebook, websites, Youtube, photoblog, etc. (ask me why)•Selfies are not news•Ask for access to @UNDPLIVE for untrained staff/consultants/interns (they become spokespeople for @UNDPLIVE)—you are accountable when there’s a social media fail. •Dark photos of people at meetings isn’t news•Don’t establish your own Twitter chats •Use jargon without thinking of design, marketing standards, and audience using the hashtag•Compromise quality control or the brand •Don’t task untrained sub-ordinates to manage your marketing campaign•You are accountable if a Twitter fail happens•Don’t tell us after the fact •Don’t go rogue & expect corporate resources/time/support. Corporate capacities & resources serve to protect UNDP’s brand (not fragment it by advising on initiatives that support further fragmentation of brand identity)

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When in doubt, think about CHIMPERY

•TWEET STRATEGICALLY•TWEET W/O JARGON/ACRONYMS•TWEET CONTENT PEOPLE WILL WANT TO READ•THINK USER EXPERIENCE•YOU ARE A BRAND AMBASSADOR MARKETING #GLOBALDEV •BE HUMAN (no jargons)

Imagine a monkey that is trying to force feed bananas (tweets) to everyone and anyone passing by w/o rhyme or reason.

DON’T BE THAT MONKEY!

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To tweet or not to tweet?

Got a scoop? Get in touch!

Social Media [email protected]

Media & [email protected]

Publications, [email protected]

Online & [email protected]

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#UNDPSocial | @LottaLei

Resources

Communications Toolkit

UNDP External Communications Action PlanCommunications Toolkit

bit.ly/undpbrandUNDP Brand Manual

Logos & graphic resourcesEditorial Style Manual Crisis Communications

Thank [email protected]

#UNDP50 Resources:Toolkit & Trello

Others:

• UNDP’s approach to social media

• Join commnet • Join Yammer

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Have a whale of a tale to tell!