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

Jim Rosenberg | @jimrosenberg The World Bank |www.worldbank.org | @worldbank

May 2013

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.

Jim Rosenberg | @jimrosenberg

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

Jim Rosenberg | @jimrosenberg

Multilingual, multiplatform, visual, engaging

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WSP Head Jae So & UNICEF’s Tony Lake on World Bank Live Infographic: 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

Storytellers – inside & outside

9 Jim Rosenberg | @jimrosenberg

Instagram & Tumblr – find the right niche

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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.

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Jim Rosenberg | @jimrosenberg

Thank you

Jim Rosenberg | @jimrosenberg