Building a Successful Social Media Strategy
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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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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

  • 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!


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


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”


Approach: Sustaining the Momentum

  • www.sahelnow.orgblog

  • Additional social media packages prepared and pushed out each week to maintain the buzz

  • Two Facebook applications


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


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.


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.


The Results: Demographics

#SahelNOW campaign mentioned in 185 countries


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


Creative Partners

Creative partners triggered action in more than 100 countries.


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