1. World Food Programme
“From Data, To Information, From
Knowledge, To Action”
Rome - 4th December 2014
By
Steve Virgin, Media Focus
2. “The war against hunger is mankind’s war of liberation”
President J.F. Kennedy
“Hunger is actually the worst weapon of mass destruction. It claims millions of victims each year."
- Lula, former-President of Brazil
“Hunger is not a problem. It is an obscenity. How wonderful it is that nobody need wait a single moment before starting
to improve the world.”
- Anne Frank, Holocaust Victim
"I have the audacity to believe that people everywhere can have three meals a day for their bodies, education and
culture for the minds and dignity, equality and freedom for their spirits."
- Martin Luther King, Jr., American Civil Rights Leader
"The day that hunger is eradicated from the earth there will be the greatest spiritual explosion the world has ever
known. Humanity cannot imagine the joy that will burst into the world."
- Federico Garcia Lorca, Spanish poet
The story you should be telling is inspiring
3. More than half the world is ready to listen
• The potential
for WFP to
‘talk’ to at
least half the
world online
has never
been higher
4. Tell them about you
• WFP knowledge is second to none
• Where you work, what you do and your experience is astonishing
• You are a resource we all need and share
• Why doesn’t everyone know what you do and want to help you even
more than now?
7. Can funding focus widen?
“Right now, the multilateral share of
WFP’s funding is 9 percent. In striving
towards greater effectiveness and
efficiency, WFP is eager to increase this
proportion.”
Overall = $4,636,241,615
http://documents.wfp.org/stellent/groups/public/documents/research/wfp269792.pdf
8. Match donor feedback to donor motivation
• Have seen suffering first hand
• Passion-driven - they want to make a
difference
• Idealism-driven - they want to do something
or take a stand on an issue
• Sense of personal achievement - motivated
by personal recognition and success
• Belief in charity and giving is good thing to
do
Messaging and content should press these buttons
8 http://www.mensafoundation.org/about-the-mensa-foundation/foundation-voices/why-do-people-make-charitable-donations/
9. Make your donors look good
How many people were fed
with your donation?
How much
food was
transported?
Which countries benefited?
A case study about
Reaching out to the diaspora from the beneficiaries?
that country in the donor country
Visit from WFP of UN leaders to
donor government
10. Reach out to others that can help you?
http://stats.wikimedia.org/EN_Africa/Sitemap.htm
13. Consider new ways to raise donations?
• Fastest way to raise funds for an emergency or disaster relief
• Best way to target + seek more in future
• Starts a one-to-one relationship with the donor
14. Step 1 – Define who you want to find
It is changing as people are finding their own voice
Source: 90:9:1 Media Engagement Rule (adapted from Nielsen [2006])
Individuals
Interest Groups
NGOs
Government officials
Influenced by others
• Pictures
• Status updates
• Tweets
• Comment
• Blog Posts
15. Step 2 - Turn goals into measurable themes
1. Saving lives and protect livelihoods in
emergencies
2. Supporting food security and nutrition
3. (Re)building livelihoods in fragile settings
4. WFP responding to global emergencies
5. Enabling people, communities and countries
to meet own food and nutrition needs
6. Reducing under-nutrition
7. Breaking inter-generational cycle of hunger.
http://www.wfp.org/about/strategic-plan
16. Step 3 - Define Outcomes
• It allows for a range of methods,
• Qualitative and Quantitative data collection, retrospective
and prospective designs and testing theory-based
• It is rigorous about the inferences made and explicit about
the assumptions used to draw conclusions.
• Results in the context of action
17. Step 4 – Select content type?
The Newswires
a) Newswires – Reuters, Dow Jones,
Bloomberg, AP, AFP (sector experts)
b) Small universe of known contacts
c) Focus is factual
d) Press Statement/Release driven
Mainstream Press
a) Opinion-driving columnists
b) Global development experts
c) Global Health writers
d) International experts
What are we looking for?
- Experts they trust
- Scientists/academics/think tank people they speak to
- What communication channels they prefer
- What topics they comment on most
- What crossover between topics exists
18. Pick the most influential press WFP wants to be seen in
19. Add the best of the blogosphere
Specialist Blogs + Experts Writing on Food or Hunger
21. Step 5 - Identify the strength of the influencer voice
Infrequent Comment
But High Influence
Sweet Spot
Least Favourable Most Favourable
Low High
Influence
Regular Comment
AND High Influence
Infrequent Comment
and Low Influence
Regular Comment
Some Influence
22. Step 6 - Agree WFP Media Engagement Approach
INVOLVE MANAGE
MONITOR ACKNOWLEDGE
LOW HIGH
LOW HIGH
Engagement Strategy
WHO – can talk?
WHAT – to talk about?
WHERE – to talk?
WHEN – after what training?
JUST INFO?
• Initiate debate
• Create case studies
• Tell people’s stories
• Rebuttal of inaccuracies
23. Step 7 – Final tick-list before you begin
• Providing feedback to decide on best outcomes
• Not to be used in a strategic vacuum
• Use the contacts found to drive a wider conversation
• Rank by influence
• Helps resource planning
• Learning from pilot programs before they start
• Spread benefits as useful evidence for partners too
25. Aims for WFP micro-targeting?
• Measuring influence of ‘entities’
• Seeing the Gatekeepers of Influence
• Visualizing the data
• Reporting on it
• Interactive online maps to experiment with data
• Creating contact lists
• Find heart of a conversation and who is driving it
• Giving WFP power to act
26. How the process works
1. Define definitions
2. Define data set
3. Hand-pick stories
4. Machine Analysis
5. Expert analysis
6. Hands-on review at each stage
31. Match numbers to charts
31
Influencer Index
Chen Xiwen - Director of Rural
Policy, Chinese Communist
42.6
Party
Stephane Le Foll - Minister,
Agriculture, France
42.1
Mark Lynas - Environmental
Campaigner
40.6
Keith Flury - Senior Soft-
Commodities Analyst,
Rabobank
38.5
Tim Lang - Professor of Food
Policy, City University London
35.8
Jacques Bourgeois - Director,
Swiss Farmers' Union
(Schweizerische
Bauerverband)
35.8
Markus Ritter - President,
Swiss Farmers' Union
(Schweizerische
Bauerverband)
35.8
Norman Uphoff - Professor,
Cornell University
35.1
Ilse Aigner - Minister,
Agriculture, Germany
34.7
Tim Fox - Head, Energy and
Environment, Institution of
Mechanical Engineers
34.7
Philip Clarke - CEO, Tesco 34.5
32. Report on them
Brings out influencers from any group
• Corporate Spokespeople
• Experts/Academics
• Civil Servants / Regulators
• NGOs and grass root movements
• Bloggers/Journalists
• Politicians
• Celebrities
34. What emerges from the reports?
• Discovers and ranks influencers
• Provides actionable intelligence
• Identifies emerging issues and ideas
• Processes all media types
• Covers multiple markets
• How conversations evolve over time
• Greater understanding of issues
36. Social Media
It is not a new channel to reach
consumers, it is a channel they will
use to learn about you, discuss what
you do, share information about what
you do & contact you in seconds
Inspire people by letting them tell your story for you
38. What’s the social media secret?
Classical Social Media Approach
• Focus on the individual message or vision
• Be Authentic – Communication has to be sincere and credible
• Every bit of support counts
• Map out the digital landscape – know the top bloggers, the
top social networks and the communication hubs
• Build relationship – Listen, be genuine and ask questions
• Have a clear call to action for each action
• Empower ambassadors – don’t be afraid to ask for help
• Be approachable – pass on quality content of groups that
share goals
http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/
39. WFP Centre of Excellence against Hunger
• Diasporas
around the
world in some
cities
• Twin-cities with
countries WFP
is helping
• Donor
countries
• Informative for
supporters
40. WFP is a Giant on Facebook but…
WFP is 3rd biggest
in this list
But it engaged only
168 people last
week?
Massive Goodwill
towards WFP just
waiting to be
tapped
A huge
opportunity
41. If you don’t do it yourself others will
Facebook
One-to-Many
a) Anyone can be a publisher
b) Content/conversation remains
king
c) Too numerous to manage all
d) Your fans and supporters want
to help you
e) Loosen control – talk to
millions
f) Frees up resources to focus on
top-level influencers
42. Just give WFP champions really cool content – that’s it
• Social media users love learning
• Give them stories that help do so
• Cool content they share
• Builds up esteem in their networks
43. Thank You
Steve Virgin
00 (44) 117 965 4041
Email: steve@mediafocusuk.com
Twitter: @MediaFocusUK
