Implementation of Digital Media - Workshop for UNDP - Environment & Energy
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Digital Media Workshops UNDP – Environment & Energy Session 3: Implementation MA Jinxin (Yolanda) July 29, 2010
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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.
Transcript of Implementation of Digital Media - Workshop for UNDP - Environment & Energy
Digital Media Workshops UNDP – 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 – Org.
The WAVE Model
The 3 W Questions
Finding Your Audience
Use Versatile Tools
Engage 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 Audience
• 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 themHu Jintao Han Han
Use Versatile Tools
Topics
Style/Tone
Frequency
Goal
Text/Video/Sound?
Contributors
Communication Plan
Engage 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
Be Be DigitalDigital, Be , Be SocialSocial
GGrow togetherrow 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 devel
opment in China.
• Website: http://majinxin.com • Profile: LinkedIn• Contact:
– Email: [email protected]– MSN: [email protected] – QQ: 16253322– Sina Weibo: 馬金馨 – Skype: majinxin.cn
