World Food Programme

“From Data, To Information, From Knowledge, To Action”

Rome - 4th December 2014

By

Steve Virgin, Media Focus

“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

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

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?

Communication| The Past

Communication | The Present

Could this be working better for you?

Can funding focus widen?

Overall = $4,636,241,615

“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.”

http://documents.wfp.org/stellent/groups/public/documents/research/wfp269792.pdf

Match donor feedback to donor motivation

• Have seen suffering first hand

• Passion-driven - they want to make adifference

• Idealism-driven - they want to do somethingor take a stand on an issue

• Sense of personal achievement - motivatedby personal recognition and success

• Belief in charity and giving is good thing todo

8http://www.mensafoundation.org/about-the-mensa-foundation/foundation-voices/why-do-people-make-charitable-donations/

Messaging and content should press these buttons

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 the beneficiaries?Reaching out to the diaspora from

that country in the donor country

Visit from WFP of UN leaders to donor government

Reach out to others that can help you?

http://stats.wikimedia.org/EN_Africa/Sitemap.htm

Huge audiences – all free

Huge potential message exposure at your fingertips

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

Step 1 – Define who you want to find

Source: 90:9:1 Media Engagement Rule (adapted from Nielsen [2006])

IndividualsInterest GroupsNGOsGovernment officials

It is changing as people are finding their own voice

Influenced by others

• Pictures• Status updates• Tweets• Comment• Blog Posts

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

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

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 Pressa) 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

Pick the most influential press WFP wants to be seen in

Add the best of the blogosphere

Specialist Blogs + Experts Writing on Food or Hunger

And social media

Step 5 - Identify the strength of the influencer voice

Infrequent CommentBut High Influence

Least Favourable Most Favourable

Low

Hig

hIn

flu

en

ce

Regular Comment AND High Influence

Infrequent Comment and Low Influence

Regular CommentSome Influence

Sweet Spot

Step 6 - Agree WFP Media Engagement Approach

INVOLVE MANAGE

MONITOR ACKNOWLEDGE

LOW

HIG

H

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

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

Ready to begin Micro-Targeting

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

How the process works

1. Define definitions2. Define data set3. Hand-pick stories4. Machine Analysis5. Expert analysis6. Hands-on review at each stage

Put Cost-effective monitoring in Place

WFP Twitter Feed Goes Here

Track anything

Have data on which to report

Themes Index

Food Security 45.6

Tech Solutions 39.7

Biodiversity & Species Protection 37.1

Sustainable Agriculture 36.7

Land Use & Soil Conservation 36.7

Water Use & Conservation 36.7

African Agriculture 35.5

Smallholder Farming 34.1

Food Processors 31.3

Fair Labor 2.1

Journalist Index

John Vidal - theguardian.com 50.6

Nina Chestney - Reuters.com 50.6

Rudy Ruitenberg -

Bloomberg.com50.6

Mark Kinver - BBC 50.6

Charles Abbott - Reuters.com 46.6

Whitney McFerron -

Bloomberg.com46.6

Deborah Zabarenko -

Reuters.com46.6

Carey Gillam - Reuters.com 46.6

Tim Worstall - Forbes 43.7

Tim Smedley - theguardian.com 43.7

Oliver Moody - thetimes.co.uk 43.7

Audrey Garric - Lemonde.fr 42.1

Fiona Harvey - theguardian.com 42.1

Damian Carrington -

theguardian.com42.1

Theme Index

More Food, Less Waste 48.5

More Health, Less Poverty 46.6

Climate Change 43.0

More Biodiversity, Less

Degradation39.9

How was coverage driven?

1. Reports – Oxfam’s corporate

sustainability index

2. India’s Food Security bill

3. Extreme Weather Events

4. Obama’s Climate Change

Proposals

5. China – water/land pollution and

clean up

6. High-profile event-driven news

(Davos)

Map all entities against themes or issues

Match numbers to charts

31

Influencer Index

Chen Xiwen - Director of Rural

Policy, Chinese Communist

Party

42.6

Stephane Le Foll - Minister,

Agriculture, France42.1

Mark Lynas - Environmental

Campaigner40.6

Keith Flury - Senior Soft-

Commodities Analyst,

Rabobank

38.5

Tim Lang - Professor of Food

Policy, City University London35.8

Jacques Bourgeois - Director,

Swiss Farmers' Union

(Schweizerische

Bauerverband)

35.8

Markus Ritter - President,

Swiss Farmers' Union

(Schweizerische

Bauerverband)

35.8

Norman Uphoff - Professor,

Cornell University35.1

Ilse Aigner - Minister,

Agriculture, Germany34.7

Tim Fox - Head, Energy and

Environment, Institution of

Mechanical Engineers

34.7

Philip Clarke - CEO, Tesco 34.5

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

Interactive online platform

Drill into the maps anywhere you likea) Storiesb) Influencer Background

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

Influencers – ready to use

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

A huge opportunity

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/

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

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

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

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

Thank You

Steve Virgin00 (44) 117 965 4041Email: steve@mediafocusuk.comTwitter: @MediaFocusUK