Title: Social and Digital Media Consultant
Location of Assignment: New York, USA
Language(s) required: English, knowledge of another official UN language an asset
Travel: Minimal travel anticipated
Duration of contract: 11.5 months (11 April 2016 – 24 March 2017)

Background & Rationale

UNICEF has been innovating for children for 70 years. The Office of Innovation in New York supports the organization’s 135+ country offices in finding solutions for the world’s most vulnerable children. The UNICEF innovation work includes both policy and practice of innovation in UNICEF, and the larger UN. UNICEF is engaged in testing and scaling up new partnerships, technologies, and collaborations in some of the world’s most difficult operating environments. UNICEF’s Office of Innovation includes:

  • An Innovation Unit in New York: to support UNICEF programmes on the ground and the organisation at large through partnerships, technologies, and connections. The Innovation Unit leads on the UNICEF Innovation Fund, a venture-style investment vehicle that funds early-stage, open source tech solutions that help children.
  • An Innovation node in San Francisco: to build partnerships with the technology sector, and will help scale social innovation start-ups
  • A Global Innovation Centre in Nairobi: to identify and field tests scalable innovations

A network of Innovation Labs around the world: to bring together the private sector, academia, and the public sector to develop solutions for key social issues, and ensure we are always watching for new ideas from unexpected places.

Purpose of Consultancy

We seek an experienced social and digital media community manager who understands how to integrate communications across myriad digital channels to deliver a united and impactful message that engages our target audience and increases a positive brand reputation. This person should be aware of the latest digital tools and trends, and should have a proven track record of growing engaged communities. They should understand the role of paid, owned and earned channels. They should be engaging and entertaining writers as they will need to produce original content for social media and for our Innovation blog. They should also be clued-in to popular outlets and editorial sources since they will need to find content to repurpose from key influencers.

Channels they will create content for and manage include, but are not limited to:

  • UNICEF Innovation blog
  • UNICEF Innovation website
  • UNICEF Innovation social media channels: Twitter, Facebook, Instagram (potentially others)
  • UNICEF Innovation page on the UNICEF Global Intranet site
  • UNICEF Innovation page on the UNICEF Global blog

Are you the ideal candidate? You should be a communications specialist who has experience creating captivating content and managing multiple digital channels and platforms at once. Should we use Vine and Snapchat? You tell us. Should we advertise on LinkedIn to reach professionals in emerging markets or is that a waste of money? You must be able to multitask and work quickly. You must understand digital trends and how to incorporate measurement and analytics on a regular basis to ensure your approach is effective. Your writing style must engage and captivate. The photos you take and filters you apply should make people stop, stare, and share. You should naturally think to ask yourself ‘would I care and would I share this?’ before even submitting a draft. You must be a quick study – the issues we work to solve and the solutions we design change rapidly and it will be your job to explain it plainly. Topics like blockchain, AI, UAVs, wearable technology, mHealth, open source, humanitarian response, Innovation Funds, and renewable energy should motivate you. You should feel comfortable knowing that you do not know all the answers, but excited to search and find them. It’s a plus if you have design skills and can create infographics and visuals to accompany digital content.

Expected results: (measurable results)

  1. Work closely with the UNICEF Innovation Communication Lead to create and execute a social and digital media strategy that is integrated across all of our owned channels and supports our overall communications goals.
  2. Create and manage the execution of content across all social and digital channels daily
  3. Write 4 blogs and 1-2 stories for the UNICEF intranet per month
  4. Create a workflow that engages UNICEF Innovation colleagues from around the globe and external influencers so that they contribute stories to our blog on a monthly basis
  5. Cultivate relationships with key online influencers by engaging them on social media and by coordinating regular cross-promotion opportunities
  6. Grow our followers:
  1. On Twitter from 10k to 40k in 1 year
  2. On Facebook from 1,400 to 15k in 1 year
  3. On Instagram from 1,350 to 10k in 1 year
  1. Create and review weekly analytic reports to track effectiveness of efforts and ensure we are not wasting time on engagements that don’t generate results
  2. Update and maintain lists of key influencers and contributors across all social platforms and blogs
  3. Update and maintain database of media outlets who have written stories about UNICEF Innovation
  4. Update and maintain UNICEF Innovation photo database

Duty Station

New York, NY

Deliverables

  • Research (on-line and in-person) about the history of the Innovation Unit focusing on the issues we address, the solutions we’ve created, the geographies where innovation colleagues currently work, the partners we work with, and the general structure of how the Office of Innovation fits within UNICEF.
  • Take over blog management and blogger engagement strategy.
  • Create content for the digital and social media content calendar with oversight from the Communications Lead.
  • Take over management of all social media channels.
  • Assess and document strengths and weaknesses of the social and digital platform and content strategy and potential areas for improvement. Receive sign off on the plan from communications lead and begin execution.

Duration (Estimated # of days): 15
Deadline: 29 Apr 2016

Deliverables

  • Create content plan for building Innovation sub-page on UNICEF’s intranet
  • Create system for monitoring UNICEF Innovation’s online and social media presence and share it with team leads
  • Create strategy for monitoring relevant news so that content we publish aligns with current trends
  • Review process for attracting and retaining global UNICEF and non-UNICEF blog contributors and start thinking of a workflow to improve the process
  • Review and begin updating lists of social media influencers
  • Review social and digital media publishing and analytical tools we use such as HootSuite, Google Analytics, Gorkana and others and create recommendation for best practices going forward
  • Create content for the digital and social media content calendar
  • Write 4 unique stories for the blog and ICON
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 21
Deadline: 31 May 2016

Deliverables

  • Finalize workflow for working with internal and external blog contributors
  • Work with the Visual Strategy team to design visual templates for use on digital and social channels that can be easily adapted and used for a variety of campaigns throughout 2016.
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 22
Deadline: 30 Jun 2016

Deliverables

  • Finalize visual templates for use on digital and social channels
  • Review content on unicef.org/innovation and suggest areas for update
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 19
Deadline: 30 Jul 2016

Deliverables

  • Update and maintain a UNICEF Innovation media database (articles, photos, and photo captions) of UNICEF’s Innovation work
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 23
Deadline: 30 Aug 2016

Deliverables

  • Revisit visual templates and make any necessary additions/changes
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 20
Deadline: 30 Sep 2016

Deliverables

  • Review content on unicef.org/innovation and suggest areas for update
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 21
Deadline: 31 Oct 2016

Deliverables

  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 21
Deadline: 30 Nov 2016

Deliverables

  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 21
Deadline: 30 Dec 2016

Deliverables

  • Review content on unicef.org/innovation and suggest areas for update
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 20
Deadline: 31 January 2017

Deliverables

  • Review content on unicef.org/innovation and suggest areas for update
  • Create content for the digital and social media content calendar
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation

Duration (Estimated # of Days): 21
Deadline: 28 February 2017

Deliverables

  • Prepare handover notes for all work.
  • Create 3-5 page report evaluating the communication work accomplished, challenges and lessons learned in the process for the UNICEF Innovation Unit.

Duration (Estimated # of Days): 18
Deadline: 24 March 2017

Deliverables

  • Assist the communications lead on planning and executing integrated communications campaigns for key product/project updates and moments/events.
  • Monitor social and digital media for coverage of UNICEF Innovation and to identify potential story angles and trends.
  • Create content for and manage activity on UNICEF Innovation social media channels. This will include writing and designing tweets, instagrams, and Facebook posts, as well as any other channels the team may decide to utilize.
  • Craft and design content
  • Monitor mentions and tags, and craft appropriate responses
  • Utilize analytics to determine what content is most effective
  • Organize lists of influencers to ensure Innovation Unit activity and news is included in the appropriate conversations
  • Proactively suggest other channels we should utilize, and ideas for compelling and unique content
  • Write & publish 4 blogs and 1-2 ICON stories per month
  • Post daily posts on social media
  • Oversee bi-monthly updates to unicef.org/innovation
  • Liaise closely with the social and digital media section of UNICEF’s Division of Communications (DOC) to ensure that key Innovation Unit milestones and programs are included in DOC’s digital media planning and execution
  • Update and maintain a UNICEF Innovation media database (articles, photos, media contacts,
  • Monitor for and alert team of relevant news
  • Explore new tools and trends – both for publishing and for monitoring/analyzing digital and social media

Duration (Estimated # of Days): Monthly
Deadline: Monthly

Total # of Days: 241

Key competences, technical background, and experience required Deadline

The applicant must hold a Bachelor’s degree and/or Master’s degree and 3-5 years of Junior level professional experience in a relevant field – ie. Public relations, communications, social media manager, multimedia designer, or journalist – and have proven experience in managing and growing online communities.

Qualifications include:

  • Proven track record creating captivating content for digital and social media
  • Experience managing multiple social and digital media platforms simultaneously with an integrated outcome
  • Strong knowledge of social media platforms and trends
  • Firm understanding of how to use analytics to determine if efforts are effective
  • Ability to communicate complex topics in laymen terms using visual, audio and written language.
  • Ability to work with a diverse team in a rapidly-changing work environment
  • Experience working on communications for the private tech sector and development sector
  • Experience managing and executing a social media advertising campaign a plus
  • Knowledge of SMS technology and mobile usage in developing countries and a familiarity with UNICEF Innovation Labs and products is a plus.

Additional Experience and Knowledge:

  • Self-starter and able to time-manage and identify priorities
  • Incredible attention to detail
  • A creative and curious mind – we need problem solvers and innovators. The same old approach will not work here
  • Excellent written and verbal communication skills
  • Ability to quickly create reports/presentations in standard office software (Microsoft Office suite, Google docs, Keynote, etc)
  • Ability to work in a team and in a diverse and rapidly-changing work environment
  • Experience working within the social impact space

Languages:

Fluency in English. Knowledge of another official UN language is an asset.

How to Apply

Applicants are requested to send their submissions to pdconsultants@unicef.org with subject line:

“Social and Digital Media Consultantby 11th March 2016, 5:00pm EST.

Applications must include:

Please indicate your ability, availability and daily/monthly rate (in US$) to undertake the terms of reference above.  Applications submitted without a daily/monthly rate will not be considered.

 NOTE: Files should not exceed 5.0MB limit                       

UNICEF is committed to achieving workforce diversity in terms of gender, nationality and culture. Individuals from minority groups, indigenous groups and persons with disabilities are equally encouraged to apply. All applications will be treated with the strictest confidence.

[1] P 11 form  can be downloaded from our website at http://www.unicef.org/about/employ/files/P11.doc

 

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