Digital Diplomacy and Development

Jim Rosenberg | @jimrosenbergThe World Bank |www.worldbank.org | @worldbank

October 2013

How the World Bank Learned to Stop Worrying and Love Social Media

http://www.kpcb.com/insights/2013-internet-trendsKleiner Perkins Caufield & Byers

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Facebook reach Facebook at 1.15b users; 699m daily active users on average (6/13)Bigger user base in 2012 than the WWW in 2004

Mobile + social = ?

Our Mission: End Global Poverty• Not a bank in the common sense; owned by 188 member

countries and working in 100+ countries;• Provides advisory services, research, as well as low-

interest loans, interest-free credits and grants to developing countries;

• A global leader on transparency, access to information, open data and knowledge;

• Our work includes education, health, public administration, infrastructure, financial and private sector development, agriculture, environmental and natural resource management.

First blog

Social Media @worldbank

• 2005 – first blog launches• 2008 – blogging goes mainstream, social media

pioneers • 2010 – social media policy endorsed / adopted• 2011 – governance, crowdsourced campaigns,

Arabic blog, Chinese microblog• 2012 / 2013 – HR onboarding, shift from

campaigns to conversations / streams

Jim Rosenberg | @jimrosenberg

Which of these tools will you use at work today?

Jim Rosenberg | @jimrosenberg

Meet our Facebook followers• Typical age is 24• More than 80% in developing countries• Educated, urban, outspoken• Passionate about:– Clean air, water, roads – Jobs + education– Anti-corruption + governance– opportunity + growth

• They want a better future

Lagos

Jakarta

Bogota

GazaJim Rosenberg | @jimrosenberg

Go Where the People Are

Jim Yong Kim Sina Finance Column (http://finance.sina.com.cn/column/bank/jinyong.shtml)World Bank Data on Sina World Macro Data Section (http://finance.sina.com.cn/worldmac/)

Jim Rosenberg | @jimrosenberg

Jim Rosenberg | @jimrosenberg

Multilingual, multiplatform, visual, engaging

1404/11/2023

WSP Head Jae So & UNICEF’s Tony Lake on World Bank LiveInfographic: Oceans (Arabic)

Melinda Gates tweeting about Thinkequal

#Longreads on Voices blog

World Bank Live

YouTube

What Will It Take Video - India

YouTube

Twitter

Tell a story: before and after

Visuals + Localization = !!!

Jim Rosenberg | @jimrosenberg

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Instagram & Tumblr – find the right niche

Jim Rosenberg | @jimrosenberg

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Storytellers – inside & outside

Jim Rosenberg | @jimrosenberg

Beats email.

Make your staff policy easy to use• Use of social media on org

owned/managed channels • Use of social media in ‘earned’

media (e.g. other sites/platforms that aren’t managed by you)

• Mentions of your work or the org in your own personal social media

• The policy is meant to empower staff to engage around their expertise and work, not to make statements on behalf of the org.

Digital Strategy in 71 words

• Social media is your embassy; a good website is your home country.– You want to own your content? Build a website (Jess3).

– Steady, consistent content is essential to engagement.• The big picture is comprised of many, many

details.• People are your greatest asset – your own

colleagues, as well as the people you serve.– If your clients sense you’re open and engaged, they’ll

be that way, too. Same goes for your staff.22Jim Rosenberg | @jimrosenberg

Thank you

Jim Rosenberg | @jimrosenberg