Twiplomacy - Using Digital Media to Communicate with Governments
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How to use social media to communicate with governments A presentation by Matthias Lüfkens at the UNICEF Communication Workshop on October 3, 2017 in Budapest
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Twiplomacy - Using Digital Media to Communicate with Governments
- 1. 1 Twiplomacy 2017 Using Social Media to Communicate with Governments UNICEF Communication and Brand Workshop, Budapest 03.10.2017 #Twiplomacy @Luefkens @Twiplomacy
- 2. Fragmentation of Social Media Channels
- 3. UNICEF on Social Media 3
- 4. International Organisations on Facebook 4
- 5. International Organisations on Instagram 5
- 6. International Organisations on Twitter 6
- 7. World Leaders on Twitter 7
- 8. World Leaders on Facebook 8
- 9. World Leaders on Instagram 9
- 10. Digital Diplomacy - Twitter Connections 10 92%of all UN governments 118Foreign Ministries 93Foreign Ministers 147Heads of State & Government 4294Diplomatic Missions 1199Ambassadors
- 11. Best Connected World Leaders on Twitter 11
- 12. Best Connected World Leaders on Twitter 12
- 13. Twitter 13 @UNICEF’s Most Retweeted Tweet Native videos perfom best on UNICEF’s Twitter account: 9% of all tweets are video Tweets generating 24% of all interactions.
- 14. 14
- 15. UNICEF Twitter Statistics 15 Native videos perform best on UNICEF’s Twitter account with 1,171 average interactions almost twice as much as tweets with photos.
- 16. @Twiplomacy 16
- 17. @UNICEF 17
- 18. Other Twitter Accounts Followed by World Leaders 18
- 19. How to Engage Influencers 19 Do you know your followers?
- 20. Public & Private Twitter Lists 20
- 21. Twitter Direct Messages Twitter Direct Messages have an average response rate of 25%. 21
- 22. Twitter Direct Messages 22 Twitter Direct Messages are not limited to 140 characters and you can send entire press releases.
- 23. Open Direct Messages 23 Open Direct Messag es to anyone.
- 24. Become Responsive 24 You will not be flooded by unwanted messages.
- 25. Twitter CRM Tool @TheEconomist Custom welcome messages. Chatbots to guide the reader to specific topics. 25
- 26. Twitter CRM Tool @Tesco 26 Custom welcome messages. Chatbots to guide the customer.
- 27. Hashtags 27 Use hashtags to take part in the conversation #Children, #ChildrenRights…
- 28. Twitter Search 28 UNICEF doesn’t come up when searching for Children on Twitter.
- 29. Twitter Search 29 Why do Andrés López and Manuel Moreno come up in this search for ChildRights?
- 30. Twitter Search 30 Both UNICEF reps have added the relevant hashtags in their Twitter profiles.
- 31. Improve your Twitter Bio 31 • Add hashtags • Add email or tel. • Add emojis • Provide support
- 33. Twitter Lists to build your network 33
- 34. Twitter Lists to build your network 34
- 36. IsraelRetweeted.Me Amplify your Message through the network 36
- 37. Visual Communications 37 Share one visual with a hashtag on all UNICEF accounts.
- 38. Twitter Moments 38 Twitter Moments give your tweets a longer shelf life.
- 42. Tagging Influencers 42 - Use your own picture - Tag 10 other people including the @Guardian - Mention the journalist @MsKateLyons (889 followers, not verified) rather than the @Guardian
- 43. Tagging Influencers Tag influencers in the picture, a discreet and subtle way to nudge them.
- 44. Threading Tweets 44 Thread and link your tweets on the same topic by replying to your last tweet.
- 45. Engaging Followers: Twitter Polls 45 Add a poll to your tweet to engage your followers.
- 46. Twitter in #280characters 46 Tweets <100 characters received on average 661 interactions, twice as much as tweets >100 characters.
- 47. Twitter in #280characters 47 Emojis are more than just a collection of smileys, but can be used effectively for serious online communications.
- 48. Facebook @UNICEF 48 Native videos perfom best on UNICEF’s Facebook page with 13,896 interactions per video and 385,000 average views.
- 49. UNICEF Facebook Statistics 49 Native videos perfom best on UNICEF’s Facebook with 13,896 interactions per video and 385,000 average views.
- 50. Social Media Conversation 50 Facebook Live with UN Secretary General António Guterres.
- 51. Social Media Conversation 51 UNHCR’s bi- monthly Facebook Live chats.
- 52. Facebook Groups Create private Facebook groups for journalists, influencers or supporters etc. 52
- 53. Facebook Groups 53 Closed Facebook group with 50+ social media managers of governments.
- 55. LinkedIn UNICEF Affiliates & Groups 55
- 56. LinkedIn UNICEF Supporters Group UNICEF USA has a LinkedIn supporters group with 11,000 members. 56
- 57. LinkedIn Twiplomacy Private Group 57
- 58. Instagram @UNICEF 58 Videos perfom best on UNICEF’s Instagram account with 80,000 average interactions, three times as much as photos.
- 59. UNICEF Facebook Statistics 59 Videos perfom best on UNICEF’s Instagram account with 79,354 average interactions including video views.
- 60. Instagram Stories 60 Use Instagram Stories to stay on top of the feed.
- 63. @UNICEF Instagram Stories 63 The new way of visual storytelling.
- 64. Facebook, Instagram & Twitter @UNICEF Posts 64
- 65. Instagram Stories Best Practices 6565
- 66. International Organisations on Snapchat 66
Editor's Notes
- The digital space is crowded and more and more fragmented. Some channels may not exist in 15 years’ time, but these are the leading platforms today. I believe international organisations need to be active on all of these platforms. To reach their audiences, To build communities, To make ambassadors, To create alliances, Obviously each organisation will need to beef up their digital teams. This presentation looks specifically at the main @UNICEF account, however what follows is relevant for all national and regional accounts.
- The digital space is crowded and more and more fragmented. Some channels may not exist in 15 years’ time, but these are the leading platforms today. I believe international organisations need to be active on all of these platforms. To reach their audiences, To build communities, To make ambassadors, To create alliances, Obviously each organisation will need to beef up their digital teams. This presentation looks specifically at the main @UNICEF account, however what follows is relevant for all regional and local accounts.
- UNICEF is present on Facebook, Instagram, Twitter, but also on YouTube, Periscope, LinkedIn, Google+, Tumblr and Snapchat. The Executive Director Tony Lake is not active on any social media channel and that might well be a mistake.
- How is UNICEF doing on Social Media? Rather well methinks. Facebook Stats (September 2016 - 2017) 113 pages UNICEF is 1st in terms of followers 2nd in terms of total interactions 56th in terms of interaction rate 20th average posts per day 2nd in terms of video views 55th in terms of Growth
- How is UNICEF doing on Social Media? Instagram Stats (September 2016 - 2017) 76 accounts UNICEF is… 1st in terms of followers 1st in terms of total interactions 2nd in terms of video views 42nd in terms of interaction rate 8th average posts per day 14th in terms of Growth
- How is UNICEF doing on Social Media? Twitter Stats 172 accounts UNICEF is… 2nd in terms of followers behind the UN 2nd in terms of total interactions behind WEF 152nd in terms of interaction rate 8th average posts per day 112th in terms of Growth
- 892 Twitter accounts, representing 92% of all UN governments, 356 million followers, Median average 16,848 634 Facebook pages, representing 89% of all UN governments, 283 million followers, Median average 38,891 359 Instagram accounts, representing 76% of all UN governments, 53 million followers in total
- 634 Facebook pages, representing 89% of all UN governments, 283 million followers, Median average 38,891
- 359 Instagram accounts, representing 76% of all UN governments, 53 million followers in total
- Mutual relations on Twitter are a good indicator of the state of diplomatic relations between two countries As of August 2017 eu_eeas 134 mfa_russia 128 foreignoffice 123 IsraelMFA 116 GermanyDiplo 111 NorwayMFA 108 LithuaniaMFA 107 MFAIceland 107 DutchMFA 105 francediplo 97
- I will start with Twitter since it is the best platform to connect with influencers.
- Native videos perform best on UNICEF’s Twitter account with 1,171 average interactions, almost twice as much as tweets with photos.
- 12 tweets per day, 20% of the tweets are retweets Only 1% replies, 1 hashtag per tweet
- 84% of all UNICEF Tweets are link tweets which garner 72% of all interactions but only 371 average interactions per tweet. 43% of all UNICEF Tweets are photo tweets which garner 77% of all interactions and 767 average interactions per tweet. Only 9% of all UNICEF Tweets are native video tweets which garner a quarter of all interactions and 1,171 average interactions per tweet.
- Size Doesn’t Matter! It’s the quality that counts The @Twiplomacy Twitter account has 51,000 followers The account is followed by 2,226 other verified accounts 4.3% of our followers
- The @UNICEF Twitter account has 6.42 million followers and counting. The account is followed by 14,453 other verified accounts 0,22% of all followers are verified
- UNICEF is the fourth most followed Twitter account by heads of state & government and foreign ministers. @Twiplomacy which only has 50,000 followers is in 6th place! Size doesn’t matter!
- It is important to identify key influencers on Twitter and engage with them By following them By tagging them in tweets & pictures By putting them in lists BUT, do you know your followers?
- It is probably wise to segment the followers and create Twitter lists Twiplomacy public and private Twitter lists
- Regular outreach to world leaders via Twitter Direct messages. Twitter Direct Messages have an average response rate of 25%.
- Twitter Direct Messages are not limited to 140 characters and you can send entire press releases.
- Open Direct Messages to anyone.
- Become Responsive. Chances are you will not be flooded by unwanted messages.
- Add a custom welcome message and chatbots to guide your followers.
- Add a custom welcome message and chatbots to guide your followers.
- Hashtags for every campaign consistenly used. #ForEveryChild official tagline Consistently capitalize: #ForEveryChild Misread: Forever Child, Early Monsters Matter Long hashtags are difficult to read…
- However, when searching for « Children » on Twitter. Where is UNICEF?!?
- Why do Andrés López and Manuel Moreno come up in this search for ChildrenRights?
- Both UNICEF reps have added the relevant hashtags #ChildRights in their respective Twitter profiles.
- Improve your Twitter Bio Add hashtags Add email or tel. Add emojis Provide support
- Co-ordinate hashtags with other UN agencies. #EWECisME ??? Every Woman, Every Child is ???
- UNICEF has 17 Twitter Lists.
- Twitter List with UNICEF offices worldwide. Coordinate campaigns and tweet on all accounts.
- The Foreign Ministry in Israel has launched its own Thunderclap campaign: IsraelRetweeted.me. If you post something positive about Israel on Twitter using the hashtag #IsraelRetweetedMe they will chose the best tweet and amplify it on all 153 official accounts reaching over 1 million followers world wide. More than 1,000 other users have subscribed to be part of this massive thunderclap campaign.
- The Foreign Ministry in Israel has launched its own Thunderclap campaign: IsraelRetweeted.me. If you post something positive about Israel on Twitter using the hashtag #IsraelRetweetedMe they will chose the best tweet and amplify it on all 153 official accounts reaching over 1 million followers world wide. More than 1,000 other users have subscribed to be part of this massive thunderclap campaign. Israel retweeted one of the Twiplomacy tweets which quickly became our most retweeted tweet ever.
- Twitter Moments give your tweets a longer shelf life and they display beautifully on mobile devices.
- Power of Visuals
- Power of Visuals
- Power of Visuals & Power of Ambassadors
- It pays to acknowledge the journalist by tagging him/her in the picture.
- Tag influencers in the picture, a discreet and subtle way to nudge them.
- Thread and link your tweets on the same topic by replying to your last tweet.
- Twitter has extended the character limit to 280 characters. Do you need 280 characters? No! UNICEF’s tweets are on average 133 characters long and have received on average 388 interactions (RTs & Likes) UNICEF’s tweets that were under 100 characters have received on average 661 interactions, almost twice as much as tweets above 100 characters UNICEF’s tweets that were above 100 characters have received on average 369 interactions
- Emojis will brighten up your tweets. There is a new diplomatic sign language emerging and international organisations should consider some of the 1,620 characters now available. Emojis are more than just a collection of smileys and even the Spock salute is an emoji.
- Two thirds of the Facebook posts are photos which garner two thirds of all interactions. A quarter of all Facebook posts are native videos which garner a third of all interactions. Link posts and other videos perform below average. -> Post more native videos
- Social media engagement needs dialogue not monologue. Facebook Live and Periscope are currently great tools to do live Q&A sessions. During #UNGA 2017, UN Secretary General António Guterres did his first Facebook Live interview, answering selected questions from the general public.
- UNHCR’s Melissa Fleming organizes bi-monthly Facebook Live chats about refugee issues.
- Create private Facebook groups for journalists, influencers or supporters etc. The International Federation of the Red Cross volunteer group has 30,000 members. Perfect to amplify social media posts.
- Create closed Facebook groups for journalists and influencers.
- Create showcase pages for regional offices. Create groups for regional offices in the respective language.
- UNICEF has stunning pictures on its Instagram channel with close to 2 million followers. But Instagram can also be used for public advocacy and to connect with influencers.
- 86% of all UNICEF Instagram posts are photos which garner 25,500 average interactions per post. 14% of all UNICEF Instagram posts are videos which garner more han a third of all interactions and on average three times as many as photos.
- Instagram Stories will help you stay top of mind and top of feed of your Instagram followers.
- The pictures from Instagram Stories can be re-purposed for Facebook and Twitter.
- Twelve International Organisations have a presence on Snapchat. Three of them do not have a profile picture yet.