Claire Baumann, Senior Editor, Digital Media at the United Nations Foundation, talked about how to use networks, as well as networks of networks to create campaigns and initiatives with big reach and engagement. She drew on examples from the recent Global Goals and Earth to Paris campaigns on behalf of the United Nation’s recently adopted Sustainable Development Goals and December’s Paris Agreement for climate change action that saw billions of impressions around the world. She did this presentation at the NetSquared DC event titled Generating Buzz & Loyalty Online on January 28, 2016 held at Vanguard Communications.

1. Claire Baumann
@clairebau
cbaumann@unfoundation.org

2. How to engage and build an audience with
limited resources

3. Link the UN’s work with others around the world, mobilizing
organizations to help the UN tackle global issues
Our networks and networks of networks:
• UN Foundation Campaigns and Initiatives
(Girl Up, Shot@Life, Nothing But Nets, Global Alliance for Clean Cookstoves)
• +SocialGood Advisors and Connectors
• NGO networks (Action/2015 coalition partners, Earth To Paris partners)
• UN Foundation Influencers
• Communications Corps
What We Do

4. Our Challenge:
How do we engage people around complex policies
that impact their lives?

5. The Sustainable Development Goals
A 17-point plan
to end poverty,
tackle climate change,
and fight injustice and inequalities
#GlobalGoals

6. • Goal:
• Improve and escalate coverage of the Global Goals and global development issues
• Theory:
• With more coverage, UN global policies have a greater chance to be realized, thus
improving the lives of millions
• Actions:
• Trained more than 500 journalists and spokespeople
in more than 30 countries
• Partnered with more than 25 prominent media outlets
• Launched Global Daily, a digital news aggregator and social media community
Our Global Communications Campaign
@GlobalDaily

8. Who We’re Reaching
The Next Generation of Digitally Engaged Influencers
Young professionals, ages 25-34, are the leading group of viewers, representing countries from every continent
Reaching nearly every country across the globe. Top five: US, UK, Kenya, Philippines, Netherlands
During the UN General Assembly week, more than 100,000 people visited Global Daily, making it the largest news
aggregator on the global goals and a trusted source for information on global development

9. External evaluation and
research shows the public
conversation on global
development issues has
increased exponentially since
we started our Global
Communications Campaign in
2015
Impact

10. Daniel: please insert picture or graphic please
Created moments through Twitter Chats and editorial campaigns
to convene our networks and lead on key issues
Employed networks and networks of networks to support our
content and digital activations
Strategic use of resources for syndication
Emerged as neutral space for global development and
businesses to post op-eds for our niche audience
How Global Daily Broke Through the Noise

11. Additional Campaigns Built
Through Networks

12. #ShareGood:
In Partnership with Kenneth Cole

13. #EarthToParis: A Climate Movement

14. Takeaways
Get ahead of a big event by creating a moment
where you are the convener
Employ networks and networks of networks to break
through the noise
Build out lead time to promote your campaign
Syndicate content that is doing well organically
Keep your Starbucks card handy to build your
personal networks

15. THANK YOU
Claire Baumann
@clairebau
cbaumann@unfoundation.org