Published on March 14, 2014
DIGITAL FOOTPRINT 2013 Europe and Central Asia
WHAT WERE OURTACTICS IN 2013 • Do more with less • Increase our region-wide footprint together with country ofﬁces • Increase focus on multimedia • Help develop more compelling narratives for our work
WE WERE RIGHT ONTREND • Marketers want to learn most about blogging: While 58% of marketers are blogging, 62% want to learn more about it and 66% plan on increasing blogging activities. • Marketers plan on increasing their use of YouTube (69%), Facebook (66%), blogging (66%), LinkedIn (65%) and Twitter (64%), in that order. • YouTube holds the top spot for future plans.A signiﬁcant 69% of marketers planned on increasing their use of YouTube. Quotes from the 2013 SOCIAL MEDIA MARKETING INDUSTRY REPORT written by M I C H A E L A . ST E L Z N E R (May 2013)
SO WE INVESTED IN: Regional Blog Social Media Presence Multimedia Storytelling
• Since August 15, 2013 almost all Country Ofﬁces in the region are using the new websites. • Combined they have attracted: 307,526 visits,183,165 unique visitors who generated 860,934 page views. • Moldova has had the lowest share of people leaving their website immediately: 34.77%. Impressive! • Visitors spend the largest amount of time on Uzbekistan’s website - on average 4:40 min. • And it’s also Uzbekistan’s website, where viewers dig the deepest, visiting on average 3.5 page per visit. HOW ARE OUR COUNTRY OFFICE SITES DOING?
WHAT WERETHE RESULTS FOR OUR REGIONAL CHANNELS? • Regional Website: we noted 8% more visits and around 11% more visitors coming to our site. • Sources: Almost 11% of visitors come to our site from social media, in particular from: Facebook - 43% more than last year,Twitter - 14% more and LinkedIn - 60% more. • Regional Blog: Voices from Eurasia became the most visited section of our website (37% of total views), followed by “our work” page (16% of views) and the home page. Our blog was viewed twice as many times as in 2012. • The number of followers on both Twitter and Facebook has doubled. • Each time we send our newsletter to almost 3,000 recipients, our blog notes on average a 27% spike in visits and our website gets 15% more hits.
OUR BLOG IN 2013 • Over 300 colleagues (including many guest bloggers) published 295 blog posts • The number of page views grew from 90k in 2012 to 173k in 2013 - that’s 92% increase • Our readers spent 16% more time viewing the page than they did in 2012 - it’s an average of 4:09 minutes per visit
HERE ARE SOME OF THE MOST ACTIVE COUNTRY OFFICES: Montenegro - 17 blog posts Ukraine - 13 blog posts Cyprus - 12 blog posts Serbia - 10 blog posts Kosovo - 10 blog posts Albania - 9 blog posts Armenia - 9 blog posts 1 2 3 Uzbekistan 25 blog posts FYR Macedonia 19 blog posts Bosnia and Herzegovina 18 blog posts And more:
OUR WORK IS EASIERTO FIND The blog makes our content more easily searchable. In 2013 fewer people went to our homepage, and went directly to the content of their interest instead (28.89% increase). We lost fewer viewers along the way.
OUR READERS GO DIRECTLYTOTHE BLOG 53% more visitors came to the main blog page (instead of going directly to the post site) in search of new posts. ! Almost 40% of all pageviews of our website were blog pageviews. ! Readers spent more time on our blog than on any other section of the website (=online visitors learnt the most about our work from our blog).
OUR WORK IS EASYTO SHARE 123 shares 96 shares 130 shares
WE USED OUR BLOGTO PROMOTE: ENERGY EFFICIENCY The fourth most popular blog post in 2013 was about energy efficiency ! In 2013 we published 65 blog posts thematically linked to energy and environment written by 49 UNDP and several partner experts !
3 of the most popular blog posts in 2013 were about a data dive that we organized together with UN Global Pulse, Open Knowledge Foundation Austria and Qatar Computing Research Institute. WE USED OUR BLOGTO PROMOTE: DEVELOPMENT 2.0
In 2013 we published 45 blog posts related to human rights issues. ! They were written by 50 UNDP and several partner experts. ! ! WE USED OUR BLOGTO PROMOTE: HUMAN RIGHTS
AND MORE… THANKSTO INVESTING IN THE BLOG:
WE BUILT NEW RELATIONSHIPS Christian Kreutz is the founder of Crisscrossed, creator of WE THINQ and co-founder of the German Open Knowledge Foundation. ! After these comments we worked with Chris during our data dive inVienna and our research on big data.
Alex Oprunenco (UNDP in Moldova) got invited to a World Bank conference on behavioural science in Berlin. …WE BUILT NEW RELATIONSHIPS
Our blog helped the Poverty Practice reach out to some of the most prominent media outlets [here: FinancialTimes] in the world and gain new partners in their Roma- related projects. …WE BUILT NEW RELATIONSHIPS
INVESTING IN OUR SOCIAL MEDIA PRESENCE
WE ARE ABLETO REACH MILLIONS OF PEOPLE WITH OUR REGIONAL ACCOUNTS We reached 17,398,969 twitter users, who received our tweets 64,673,114 times. We were mentioned 4,192 times on twitter - that’s more than 11 times a day Together with 5,654 people who like our fanpage we generated stories that reached 432,036 Facebook users.
…AND MANY MORE WITH COUNTRY PROFILES In the region*, we reached out to: • ca. 29,000 followers onTwitter • ca. 52,500 fans on Facebook • videos produced in the region attracted around 862 YouTube channel subscribers with almost 400,000 video views. *these numbers include also regional accounts UNDP Eurasia
HOW MANY PEOPLE SAW OUR CONTENT OUTSIDE OUR WEBSITE? Our content sharing platforms are getting more and more popular too: • Photos on Flickr: 53,000 views/month vs. 16,000 views/month in 2012; • Presentations on Slideshare: 11,000 visits/month vs. 8,000 visits/month in 2012; • Our Pinterest account with UNDP thematic pictures, which we created in Q1 2013 is reaching on average almost 1,900 visits/month; • The most popular publication in 2013 was Roma and non Roma in the labour market with a total of 2,488,302 impressions; • We published 67 infographics, which have been viewed (in total) 33,000 times.
Our group on LinkedIn grew by 78% in 2013. WE CONNECTED WITH DEVELOPMENT PROFESSIONALS
SOCIAL MEDIA HELPED US BOOST VISITSTO OUR WEBSITE In 2013 the number of people who came to our regional blog via social media grew by 47.23% (20,004 in 2013 vs 13,587 in 2012).We invited them to see our content, not just allowed them to look for us. We brought 29.22% more people to our website via social media (23,136 in 2013 vs 17,905 in 2012).
SOCIAL MEDIA HELPED US REACH INFLUENTIAL ORGANIZATIONS For example, thanks to #RomaAction campaign on twitter, we promoted publications about Roma and gained some new significant followers. 749 followers 16.6k followers 158k followers
SOCIAL MEDIA HELPED US MAKE OUR EVENTS MORE INFLUENTIAL #inno2013 was a global internal event on innovations in development that became external through social media.
…AND GOT ADDITIONAL COVERAGE ON EXTERNAL PLATFORMS
IN FACT, THANKSTO SOCIAL MEDIA WE EARNED RICH MEDIA ATTENTION and more…
INVESTING IN MULTIMEDIA STORYTELLING
REMEMBER THE PLATFORMS WE USED IN 2012? Issuu, Flickr,Youtube, Slideshare, akvo, visual.ly Well, we added a few more…
Animoto used in Aid for Trade project. Timelineusedin“CleanVrbas”projectinBiH Scroll-down sites used in Batken project Pinterest account to share our best photos
EXAMPLE. ENERGY EFFICIENCY: THE RENEWABLE ENERGY CHALLENGE 1 2 3 4 5 6
EXAMPLE. ENERGY EFFICIENCY: CROATIA CROWDFUNDING CAMPAIGN 1 2 3 4 5 6 7 8 9
EXAMPLE. HUMAN RIGHTS: AUNG SAN SUU KYI LECTURE 1 2 3 4 5 6 7
…THIS WAS ONE OFTEN 2013 KAPUSCINSKI DEVELOPMENT LECTURES • In 2013 we partnered with over a dozen institutes and universities during 10 lectures. • The Kapuscinski Development Lectures site was visited 77,538 times. • Visitors spent altogether 4,672 minutes watching video teasers on youtube. • Information about the most popular lecture in 2013 (Aung San Suu Kyi) reached 66,377 people on Facebook. • The lecture by Jeffrey Sachs generated 108 retweets - twice as much as the average.
EXAMPLE. HUMAN RIGHTS: HURILAB 1 2 3 4 5 6 7 8
EXAMPLE. GENDER EQUALITY: GENDER STEREOTYPES YOUTH SURVEY 1 2 3 4 5 6
WHAT WILL COME IN 2014? • more joint campaigns • exploring content syndication • more outreach and collaboration with external partners
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