Post on 10-May-2015
description
How the World Bank Learned to Stop Worrying and Love Social Media
Jim Rosenberg | @jimrosenberg The World Bank |www.worldbank.org | @worldbank
May 2013
Our Mission: End Global Poverty
• Not a bank in the common sense; owned by 188 member countries and working in 100+ countries;
• Provides advisory services, research, as well as low-interest loans, interest-free credits and grants to developing countries;
• A global leader on transparency, access to information, open data and knowledge;
• Our work includes education, health, public administration, infrastructure, financial and private sector development, agriculture, environmental and natural resource management.
Jim Rosenberg | @jimrosenberg
Social Media @worldbank
• 2005 – first blog launches
• 2008 – blogging goes mainstream, social media pioneers
• 2010 – social media policy endorsed / adopted
• 2011 – governance, crowdsourced campaigns, Arabic blog, Chinese microblog
• 2012 / 2013 – HR onboarding, shift from campaigns to conversations / streams
Jim Rosenberg | @jimrosenberg
Which of these tools will you use at work today?
Jim Rosenberg | @jimrosenberg
Meet our Facebook followers • Typical age is 24 • More than 80% in developing
countries • Educated, urban, outspoken • Passionate about:
– Clean air, water, roads – Jobs + education – Anti-corruption + governance – opportunity + growth
• They want a better future
Jim Rosenberg | @jimrosenberg
Multilingual, multiplatform, visual, engaging
6 5/30/2013
WSP Head Jae So & UNICEF’s Tony Lake on World Bank Live Infographic: Oceans (Arabic)
Melinda Gates tweeting about Thinkequal
#Longreads on Voices blog
World Bank Live
YouTube
What Will It Take Video - India
YouTube
Tell a story: before and after
Visuals + Localization = !!!
Jim Rosenberg | @jimrosenberg
Storytellers – inside & outside
9 Jim Rosenberg | @jimrosenberg
Instagram & Tumblr – find the right niche
10 Jim Rosenberg | @jimrosenberg
Beats email.
Make your staff policy easy to use • Use of social media on org
owned/managed channels
• Use of social media in ‘earned’ media (e.g. other sites/platforms that aren’t managed by you)
• Mentions of your work or the org in your own personal social media
• The policy is meant to empower staff to engage around their expertise and work, not to make statements on behalf of the org.
Digital Strategy in 71 words
• Social media is your embassy; a good website is your home country. – You want to own your content? Build a website (Jess3).
– Steady, consistent content is essential to engagement.
• The big picture is comprised of many, many details.
• People are your greatest asset – your own colleagues, as well as the people you serve. – If your clients sense you’re open and engaged, they’ll
be that way, too. Same goes for your staff.
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Jim Rosenberg | @jimrosenberg
Thank you
Jim Rosenberg | @jimrosenberg