How we used social media to highlight social impact around the world

The Client

The Clinton Global Initiative (CGI) brings together global, cross-sector leaders to make concrete commitments that present solutions and advance change across a number of pressing issues in communities around the world. Each year, CGI convenes members from the business, government and civil sectors, who together, have made more than 3,600 Commitments to Action, which have improved the lives of over 435 million people.

The Opportunity

CGI had a robust creative team internally and needed support to identify, coordinate and develop digital strategy and content across the organization’s online platforms, partner assets and CGI member channels. While the organization garnered significant global attention and activity during its anchor Annual Meeting each September in New York, CGI was seeking to expand its digital conversation, campaigns, and engagement into a more regular program that elevated the work of commitment-makers throughout the year.

 

The Strategy

We helped CGI develop and implement an editorial strategy to manage content production and engagement across its various digital platforms and social media channels. With their team, we developed new operational efficiencies to gauge opportunities and maximize internal capacity. Efforts focused on presenting CGI’s unique model and how CGI members were leveraging cross-sector partnerships to develop innovative solutions and create lasting change. We managed social media activity, produced content and campaigns to engage in online conversations around issues CGI members were addressing, led trainings for stakeholders, reported on analytics to inform future efforts and coordinated with influencers and partners to reach new audiences.

 

The Results

With regular editorial and digital activity, CGI developed both broad and deep reach and engagement across its platforms. Both internal and external stakeholders participated in social media efforts more regularly, helping to generate new ideas and opportunities, such as Google Hangouts, Twitter chats, video interviews and long-form content. New partnerships – such as a crowd-sourced solutions challenge that drew participants from more than 140 countries – helped CGI democratize its efforts and bring in a new generation of change-makers. With active engagement of commitment-makers, meeting participants, thought-leaders and others from the CGI community, the digital conversation around CGI’s Annual Meeting generated nearly one billion impressions and reached over 200 million people across social media channels.

At #CGI2015, Neil deGrasse Tyson and Sir @RichardBranson discussed looking to the next frontier, from the future of space travel to preserving oceans for generations to come. Click the link in our profile to view the full discussion.

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