How the World Bank Learned to Stop Worrying and Love Social Media (brief version) - case study of the World Bank's social media transformation.

1. How the World Bank Learned to
Stop Worrying and Love Social
Media
Jim Rosenberg | @jimrosenberg
The World Bank |www.worldbank.org | @worldbank
May 2013

2. 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

3. 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

4. Which of these tools will you use at work today?
Jim Rosenberg | @jimrosenberg

5. 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

6. Multilingual, multiplatform, visual, engaging
65/30/2013
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

7. Tell a story: before and after

8. Visuals + Localization = !!!
Jim Rosenberg | @jimrosenberg

9. Storytellers – inside & outside
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Jim Rosenberg | @jimrosenberg

10. Instagram & Tumblr – find the right niche
10
Jim Rosenberg | @jimrosenberg

11. Beats email.

12. 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.

13. 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

14. Thank you
Jim Rosenberg | @jimrosenberg