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B R A N D WAT C H - N o w Yo u K n o w
M a y 11 , 2 0 1 6
A Global Brand
Conversation
Global Goals for Sustainable
Develop...
There’s a reason GPG is one of the fastest-growing and
most respected communications firms in the country.
WE OWN THE CONV...
Before a dime is spent on a communication strategy, you must know who your target
audiences are, what you need to say to t...
T h e C h a l l e n g e
BIG CHALLENGES
BIG OPPORTUNITIES
NEW GOALS
?
GOOD EDUCATION
BETTER HEALTHCARE
MORE JOB OPPORTUNITIES
RESPONSIVE GOVERNMENT
AFFORDABLE & NUTRITIOUS
FOOD
SO WHAT DOES
THIS HAVE TO DO
WITH ME?
EVERYTHING
WHAT ARE WE
DOING ABOUT THIS?
HOW WILL WE
KNOW IT’S WORKING?
HOW AREN’T MORE
PEOPLE TALKING ABOUT IT?
T h e R e s e a r c h
OBJ ECT I VES
POST 2015
P r o c e ss
Articulation and
Refinement of
Objectives
Project Set-Up
and Testing
Data Review
and Refinement
Analysis
Repo...
P r e d o mi n ant c o v e r age i s a b o u t t h e o v e r a rch ing n a t u r e o f A l l
t h e S u s t a ina ble D e v...
S D G C o v e r age b y Mo n t h
United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X
SDGS TREND COMPARISON OVER...
United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X
CONVERSATION SIZE - COMPAR...
United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X
TO P S O UR CE S OF I N F ...
United Na ons Founda on: MDG and SDG Digital Research | September 1 - September 30, 2015 Page
PEAKS IN COVERAGE OF THE SDG...
United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X
POSITIVE SENTIMENT
T h e I m p a c t
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it
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The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it

Let's think on a bigger scale. The United Nations Foundation solves global problems. Problems that challenge humanity and - once solved - will advance and improve life for millions. We are joined by three executives from the United Nations Foundation and their partner agency The Glover Park Group for a discussion about how to measure - and engage in - the world's most important brand conversation.

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The Global Goals for Sustainable Development: The world's most important brand conversation and how to measure it

  1. 1. B R A N D WAT C H - N o w Yo u K n o w M a y 11 , 2 0 1 6 A Global Brand Conversation Global Goals for Sustainable Development
  2. 2. There’s a reason GPG is one of the fastest-growing and most respected communications firms in the country. WE OWN THE CONVERSATION. WE LEAD THE ACTION. WE WIN. Nobody is as good as we are in steering conversations where you need them to go.
  3. 3. Before a dime is spent on a communication strategy, you must know who your target audiences are, what you need to say to them, and where you should be saying it. Period. Whether you are using opinion research to measure stakeholder awareness, Web and social analytics to measure the effectiveness of key messages, sentiment and actions taken by specific audiences; Focus groups to dig deep into targeted audiences, Or a blend of opinion and digital research tools to evaluate how effectively an organization is engaging stakeholders compared to competitors in the marketplace, Research answers the questions that must be solved before you can make your point, successfully. R ESEA R C H = W H O, W H AT, W H ER E
  4. 4. T h e C h a l l e n g e
  5. 5. BIG CHALLENGES BIG OPPORTUNITIES
  6. 6. NEW GOALS
  7. 7. ?
  8. 8. GOOD EDUCATION BETTER HEALTHCARE MORE JOB OPPORTUNITIES RESPONSIVE GOVERNMENT AFFORDABLE & NUTRITIOUS FOOD
  9. 9. SO WHAT DOES THIS HAVE TO DO WITH ME?
  10. 10. EVERYTHING
  11. 11. WHAT ARE WE DOING ABOUT THIS?
  12. 12. HOW WILL WE KNOW IT’S WORKING?
  13. 13. HOW AREN’T MORE PEOPLE TALKING ABOUT IT?
  14. 14. T h e R e s e a r c h
  15. 15. OBJ ECT I VES POST 2015
  16. 16. P r o c e ss Articulation and Refinement of Objectives Project Set-Up and Testing Data Review and Refinement Analysis Report Findings
  17. 17. P r e d o mi n ant c o v e r age i s a b o u t t h e o v e r a rch ing n a t u r e o f A l l t h e S u s t a ina ble D e v e lop men t g o a l s a n d n o t t h e i n d i vidu al g o a l s. January 1, 2014 – December 31, 2015 1,393,460 SDG Mentions Sustainable Development Goals Mentions SDG Mentions Specific Goal Mentions n= 1,393,460 n = 621,575
  18. 18. S D G C o v e r age b y Mo n t h
  19. 19. United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X SDGS TREND COMPARISON OVER TIME JANUARY - SEPTEMBER 2014-2015 Not surprisingly, we see greater volumes of the SDGs in 2015, compared to 2014. Major spikes in coverage are driven by key events and conferences. June 4, 2015: European Development Days #EDD; and World Economic Forum Africa #WEFAfrica15 (3,511 results) August 3, 2015: Proposed Action 2015 development agenda officially adopted by consensus at the UN (6,502 results) August 27, 2015: Join us at the Global Citizen Festival (10,600 results) September 25, 2015: UN officially adopts SDGs; Global Goals Summit (48,082 results)
  20. 20. United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X CONVERSATION SIZE - COMPARISON ADJUSTING TWITTER MENTIONS Adjusting the Twitter mentions to reflect a one percent sample, like the other highlighted events, we saw significantly less coverage of the MDGs and SDGs in September compared to other events. Twitter was the predominant platform driving the conversation and engagement around the MDGs and SDGs. *NOTE: This only includes a 1 percent sample of the conversation on Twitter. Volumes are much greater than what is reflected. Estimated Event Coverage - September 2015 SDGs (Sep. 2015)* MDGs (Sep. 2015)* Pope Francis Visits the US (Sept. 22)* Taliban Captures Major City in Afghanistan (Sept. 28)* Tsipras Returns as Prime Minister in Greece (Sept. 20)* Estimated Volume 52,797 62,485 254,892 382 3,406
  21. 21. United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X TO P S O UR CE S OF I N F O RM AT I O N F O R T H E S DG S JANUARY 2014 - SEPTEMBER 2015 (RANKED BY VOLUME) 1 2 3 5 7 18 12 14 4 19 6 15 13 17 11 8 9 16 10 20
  22. 22. United Na ons Founda on: MDG and SDG Digital Research | September 1 - September 30, 2015 Page PEAKS IN COVERAGE OF THE SDGS X Sustainable Development Goals - Spikes in Coverage 1 On September 8, 1,520 people tweeted the same post, thanking Ireland for co-facilitating the SDGs, and tweeting at Irish Aid and Charlie Flanagan, Ireland’s Minister for Foreign Affairs, urging them to come to the Global Citizen Festival and commit to #endpoverty. 2 After the start of the UN General Assembly on September 15, conversation about the SDGs picked up on September 16, as the UN was slated to adopt officially the SDGs the following weekend. Many were discussing a variety of topics in anticipation of the eventful weekend ahead. 3 As a part of the UN General Assembly, the Sustainable Development Summit occurred from September 25-27, causing a massive spike in coverage on September 25 with 48,017 mentions. World Leaders officially kicked off the SDGs and Pope Francis addressed the UN about many issues facing the world today, climate change in particular. The Global Citizen Festival also occurred in New York City that same weekend. 4 Coverage peaked again on September 28, driven largely by two tweets being retweeted by many following the SDG Summit. One was a quote from President Buhari of Nigeria saying that in order “for the SDGs to be truly global, they must be practical.” The other was a tweet from the Aspen Institute about why the world needs women in governance and the need to make increasing participation a priority. 3 4 2 1 1 2 3 4
  23. 23. United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X POSITIVE SENTIMENT
  24. 24. T h e I m p a c t

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