un stand up! speak out! "the evolving influence model: building community in the digital...

The Evolving Influence ModelBuilding Community in the Digital Age

Carnegie Institution of Washington, DC

 March 11, 2009

The United Nations Stands Up Against Poverty

WE CASE STUDY:

NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007.

United Nations: Stand Up, Speak Out

The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.

APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 30-day timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.

Approach

GOALS

• Generate awareness about the 2015 Millenium Development Goals

• Build online community, direct people to register at the campaign Web site.http://www.standagainstpoverty.org

• Break the Guinness World Record for largest single online advocacy event

Approach

STRATEGY & TACTICS

• Search Engine Optimization & Keyword Placement Counsel

• Blogger Engagement

• Digital Press Releases

• Online Video

• Social Network Coordination & Promotion

• WE Global Agency Resource Involvement

SEO: Google Ads

 Stand Up Against Poverty Stand Up and end extreme poverty.www.StandAgainstPoverty.org

Blogger Engagement

Digital Press Releases

Online Video: YouTube

Online Video: Ustream.TV

Social Media: Twitter

Social Media: Twitter

Social Media: LinkedIn

WE Stood Up!

San Francisco, CA Seattle, WA

New York, NYPortland, OR

Austin, TX

Video Case Study: UN Stand Up, Speak Out

WE CASE STUDY:

RESULTS

Within 30 days WE… • Targeted more than 343 influentials via three digital press releases

• Incorporated aggressive SEO that increased impressions and clicks by 20%

• Conducted blogger outreach that resulted in at least 338 blog posts

• Executed a Twitter viral campaign that reached 1,000 followers with 25,000 network

• Contacted 850 people via LinkedIn

• Garnered more than 9,500 views on YouTube and UStream.TV

• Inspired 680 people at 14 WE offices worldwide to participate in the event

The United Nations Stands Up Against Poverty

How Do I Get Started?

GUIDELINES

• Begin with digital in mind, weave through entire plan

• Build community, trust those within it

• Give up some control, some of your best content will come from others

• Publish across platforms

• Define the Ask

• Measure campaign success, not just statistics

• Don’t O.D.

Torod Neptune

Senior Vice President,

Global Public Affairs Practice Lead

Waggener Edstrom Worldwide

Washington, DC

(202) 261-7809

torodn@waggeneredstrom.com