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Building a Successful Social Media Strategy

Building a Successful Social Media Strategy . Social Media: . Why should I care? . The Challenge . Drought left one million children aged below five in danger of server malnutrition in the Sahel Crisis affecting an estimated 10 million people

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Building a Successful Social Media Strategy

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  1. Building a Successful Social Media Strategy

  2. Social Media: Why should I care?

  3. The Challenge • Drought left one million children aged below five in danger of server malnutrition in the Sahel • Crisis affecting an estimated 10 million people • Media apathy and donor fatigue – challenge was to get people talking about Sahel, but also drive donations > how to get the Sahel crisi into the news agenda and sound the alarm on the crisis • Social media!

  4. The Approach: Creating ‘Brilliant’ Basics • To elevate the underreported issue of one million children of being at risk of dying as a result of the Sahel nutrition crisis, UNICEF launched #SahelNOW in February 2012. • A Joint effort of country offices, fundraising department, social media and communication departments based in HQ and external creative partners • Main goal: raising funds and awareness • Main approach: roll out a social media package (English, Spanish, French) coinciding with Anthony Lake’s visit to Chad

  5. The Approach: Sustaining the Momentum • Keep the buzz alive: web-based timeline, continue to create social media materials (call to action animation, stumulatinginfographics, #SahelNOW t-shirts), identify relevant content from partners, produced “Memories of Sahel”

  6. Approach: Sustaining the Momentum • www.sahelnow.orgblog • Additional social media packages prepared and pushed out each week to maintain the buzz • Two Facebook applications

  7. The Results: Impact • Between 29 March 2012 and 03 May 2012 : From the day of the #SahelNOW campaign launch, the hashtag dominated the online conversations about the Sahel nutrition crisis >>> tweeted 95k times and 79k times retweeted by 46k contributors. • The hashtag received 446k impressions “It costs around $ 100 to save a child from chronic #malnutrition. Want to learn about ways to help? Supportunicef.org/sahel” Shakira, via Facebook

  8. The Results: Reach • Biggest communication moment was 3 April 2012. Nearly 10% of all mentions occurred on that day. • Second biggest communication momentum: 19 April due to a picture posted by Selena Gomez with a call to action.

  9. The Results: Share of voice The #SahelNOWhashtag was picked up by a large group of peer organisations, such as WFP, Oxfam, UNDP and others and quickly became the most used hashtagrelated to the Sahel crisis.

  10. The Results: Demographics #SahelNOW campaign mentioned in 185 countries

  11. The Results: Role of UNICEF Celebrities • Shakira, Mia Farrow, Selena Gomez provided support since the beginning • Actors, musicians, models, athletes, artist from all over the world joined in spontaneously • @Selena Gomez drove most conversations and cosistely used the #SahelNOWhashtag in her conversations • Goodwill ambassadors triggered active conversations on Facebook “#SahelNOW needs our help. Sahel is in a food crisis. Visit unicefusa.org to learn more. Let’s make #SahelNOW a trending topic” Selena Gomez, via Facebook

  12. Creative Partners Creative partners triggered action in more than 100 countries.

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