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.

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. 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. 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. T h e C h a l l e n g e

6. BIG CHALLENGES
BIG OPPORTUNITIES

8. NEW GOALS

9. ?

11. GOOD EDUCATION
BETTER HEALTHCARE
MORE JOB OPPORTUNITIES
RESPONSIVE GOVERNMENT
AFFORDABLE & NUTRITIOUS
FOOD

14. SO WHAT DOES
THIS HAVE TO DO
WITH ME?

15. EVERYTHING

19. WHAT ARE WE
DOING ABOUT THIS?

20. HOW WILL WE
KNOW IT’S WORKING?

21. HOW AREN’T MORE
PEOPLE TALKING ABOUT IT?

23. T h e R e s e a r c h

24. OBJ ECT I VES
POST 2015

25. P r o c e ss
Articulation and
Refinement of
Objectives
Project Set-Up
and Testing
Data Review
and Refinement
Analysis
Report Findings

26. 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

27. S D G C o v e r age b y Mo n t h

28. 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)

29. 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

30. 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

31. 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

32. United Na ons Founda on: MDG and SDG Digital Research | Findings to Date - November 2015 Page X
POSITIVE SENTIMENT

33. T h e I m p a c t