Country: India
Closing date: 04 Aug 2017
TITLE OF CONSULTANCY: (National) Consultancy support to social media and digital communication campaigns
LOCATION: New Delhi
DURATION OF CONSULTANCY: 4 months (full time)
CLOSING DATE: 4 August 2017
BACKGROUND:UNICEF works towards realization of the rights of children as prescribed in the Convention of the Rights of the Children. These rights pertain to child survival, protection, development and participation.
There is an ongoing requirement for production of communication, advocacy and visibility materials that document key children’s issues and ongoing responses in the field through high quality social media content to support UNICEF’s and the Government of India’s communication, advocacy and visibility efforts with legislatures, policy makers, media, donors, partners and the public at large.
As per the Global Communication and Public Advocacy Strategy (GCPAS 2014-2017) UNICEF must raise the visibility of key issues affecting children by employing evidence based, compelling messages often backed with visual elements that are designed to connect and inspire key audiences.
As part of the Global Communication and Public Advocacy Strategy UNICEF India is expanding its voice, reach and engagement across eight online/social media platforms. It currently has a combined audience of 2.4 million followers across these platforms. Maintaining and building this online audience is a major focus for India’s digital communication and since 2012 UNICEF India has been building a strong community of child rights’ supporters and influencers on social media. At the end of 2016 UNICEF India’s held an 88 per cent share of voice (as compared to similar organizations) on social media, making us the leading voice for child rights in the social media space in India.
PURPOSE: As described in UNICEF India’s Online Communication Strategy 2013-2017, digital communication efforts must be targeted and likely to deliver tangible results for public and policy advocacy, contributing to raise awareness on priority issues while also encouraging people to spread the messages and take action for social good.
In the final quarter of 2017 UNICEF India will activate and integrate several major global UNICEF campaigns on key priority areas as well as continue to share key results, stories and issues from the field. Effective implementation of any social media engagement plan requires at least one full-time coordinator to manage the requirement of uploading content to all channels daily and also responding to request, queries and comments that are posted on our pages, as well as monitoring and evaluating performance to inform strategy. The impact of communication and advocacy on UNICEF India’s social media channels requires regular monitoring and analysis of often complex analytics for each of the channels.
Key partners often request UNICEF India’s support on social media engagement, including capacity building, support on strategy development, and support on messaging for social media and for sharing of key messages on our channels also.
To meet these requirements, UNICEF would like to engage the services of a digital and social media consultant to support expand and strengthen the social media activities on key priority issues and support country level activation of global communication campaigns.
OBJECTIVES: •UNICEF India’s social media channels are regularly updated with engaging social media content.•UNICEF India expands its voice, reach and engagement across key social media channels.•Global integrated communication campaigns successfully adapted and implemented.
MAJOR TASKS/DELIVERABLES: 1. Social media communication strategy implemented: Ensure that UNICEF India social media channels are regularly updated and contribute to create a discourse around key priority areas, engaging in the discussion Millennials, middle class, key influencers, media and other key stakeholders.
a) Monitor and track UNICEF India social media networks (currently: FB, Twitter, Instagram, YouTube, LinkedIn, Google+, Line, Viber) to analyze feedback from users and provide them with more information when required.
b) Update UNICEF India social media channels including Facebook, Twitter, Instagram, Line, Google +, LinkedIn, Viber and YouTube, on a regular basis.
c) Identify key influencers and partners on Twitter that can help amplify UNICEF’s voice and interact with them on regular basis.
d) Provide technical support and reporting on major events.
2. Content Production planned and executed: Ensure that the production of communication products and materials for social media channels and other digital platforms is timely executed and followed up to support country online communication strategy
a) Gather content and coverage of relevant country efforts to identify effective relevant country programme activities and results.
b) Produce advocacy and communication materials (e.g. images, video, Facebook posts, tweets, photo galleries, social media packages, etc.) that meet the country and global standards as set out in the Global Communication Strategy.
c) Draft and edit content for social media in close collaboration with communication and programme staff.
3. UNICEF Campaigns effectively designed and executed: Provide assistance to develop, implement and M&E digital campaigns, ensuring regular contact with creative agencies, vendors, partners involved in campaigns are established.
a) Support development of complementary, country specific and local community materials and activities.
b) Provide inputs to improve creative proposals and online media plans in order to amplify the impact of the campaigns.
c) Follow up campaign implementation and performance.
d) Elaborate monitoring reports using social media analytic/listening tools and assist in the evaluation process, by working on creating TOR, establishing indicators, doing desk reviews and other tasks as required.
4. Digital platforms regularly monitored (M&E) in order to ensure maximum reach and efficiency: Regular monitoring and evaluation activities are undertaken according to the work plan to ensure maximum impact and continuous improvement of country online communication efforts. Ensure results and reports are prepared and shared on a timely basis. This will be done with the support of a specialized agency contracted for social media monitoring.
a) Monitor and evaluate the appropriate and timely dissemination of advocacy and communication materials to target audiences, and participated in the evaluation of their impact. Monitor and evaluate the use and effectiveness of online/social media materials.
b) Monitor the public perception of UNICEF on digital platforms and recommend appropriate action to maintain a positive image for the organization and support to the issues it promotes. For this, made use of social media analytic/listening tools like Talk Walker and analytics provided by Facebook and Twitter.
c) Ensure good quality data collection, analysis and evaluation and reporting (including internal reports to the section) to ensure effective communication strategies, planning and effective and efficient advocacy.
d) Produce/liaise with agency for production of reports in order to measure and optimize social media marketing and brand positioning.
e) Keep track of lessons learnt and undertake review of successful and unsuccessful communication experiences and present a final report outlining these.
5. Media buying for social mediaa) Execute Media Buying Plans for social media as required in collaboration with a specialized agency.
The consultant may be required to work on Saturdays and Sundays, based on the requirements of the assignment.
END-PRODUCTS:Well-crafted social media content created and uploaded as per the digital communication plan, with expanded voice, reach and engagement across all UNICEF India social media channels, documented through careful collating and analysis of analytics.
SUPERVISOR:Advocacy and Communication Specialist
DURATION:4 months until December 2017
PAYMENT TERMS:•Payment is linked to receipt and satisfactory acceptance of deliverables. •Travel expenses will be reimbursed at actuals based on receipt of invoices/reports.•Per Diem will be reimbursed at UNICEF consultant rates.
QUALIFICATION, SPECIALIZED KNOWLEDGE AND EXPERIENCE REQUIRED:Functional Competencies:•Bachelor’s degree in communication, journalism, creative writing or similar discipline;•Demonstrated ability to produce high quality, creative communication collaterals for social media;•At least two – three years’ experience running multiple social media channels and campaigns for a large organization, preferably in the social sector;•Experience producing content for the Government and/or UN Organizations is desirable;•Experience and quality of work demonstrably meet the highest international standards;•Proven ability to work as part of a team;•Ability to plan and communicate effectively orally and in writing, draft report;•Possess excellent creative and visual production skills;Language:•Fluency in English and Hindi is required (Oral & Written)•Familiarity other Indian languages is an advantage.
Please submit your online application by COB 4 August 2017.
HOW TO APPLY: Your online application should contain four separate attachments:
A Cover letter explaining the motivation for applying and also explaining how the qualifications and skill-set of the candidate are suitable for this position (to be uploaded online).
Curriculum Vitae (CV) (to be uploaded online)
A financial proposal indicating deliverable-based professional fee as per template attached below. Please do not forget to specify your name in the file while saving. (To be uploaded under other supporting documents). Financial Bid AC for social media consultant A&C.doc Without the financial proposal template your application will be considered incomplete.
Links to Work Samples – 2 samples of social media content/posts created for an organization and/or campaign and 1 sample of howyou would collate/present analytics for main social media channels (to be uploaded under other supporting documents).
It is critical to submit work samples as you will observe from the advertisement that marks have been assigned to this criteria for arriving at the most suitable candidate
The selection of the consultant will be on the basis of technical evaluation & financial offer in the ratio of 80:20. The criteria for technical evaluation will be as follows:
1. Cover Letter – Explaining the motivation for applying and also explaining how the qualifications and skill-set of the candidate are suitable for this position (3 Min Marks/ 5 Max Marks) 2. Relevant educational qualifications of the candidate (3 Min/ 5 Max)3. Relevant work experience (7 Min/10Max)4. Work Samples (15 Min/ 20 Max)Candidates will be shortlisted interview on the basis of the review of sub-criteria 1, 2, 3 and 4 as listed above. Candidates who score overall 28 marks and above against criteria (1 through 4) as well as meet the minimum cut-off in each of the above 4 sub-criteria will be shortlisted for interview.5. Technical interview (28 Min/ 40 Max) Total technical score – 80. Minimum overall qualifying score is 56. Only those candidates who meet the overall qualifying marks of 56 as well as score the minimum cut-off in each of the above sub-criteria including the interview will be considered technically responsive and their financials will be opened.
•Any attempt to unduly influence UNICEF’s selection process will lead to automatic disqualification of the applicant.•Joint applications of two or more individuals are not accepted.•Please note, UNICEF does not charge any fee during any stage of the process.
For any clarifications, please contact:
UNICEFSupply & Procurement Section73, Lodi Estate, New Delhi 110003Telephone # +91-11-24606520(Direct)Fax # +91-11-24391410; Email: indconsultants@unicef.org
UNICEF is committed to diversity and inclusion within its workforce, and encourages qualified female and male candidates from all national, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of our organisation.
How to apply:
UNICEF is committed to diversity and inclusion within its workforce, and encourages qualified female and male candidates from all national, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of our organization. To apply, click on the following link http://www.unicef.org/about/employ/?job=506225