Digital Media Specialist Group
Location: Bangkok (Thailand), Phnom Penh (Cambodia)
Overview:
The key responsibility of this position is to market East-West Seed Knowledge Transfer's (EWS-KT) extension materials and advice via social media and website activities for a smallholder farming target audience. Integrated strategy development (both online and offline) and execution will be crucial to achieving EWS-KT’s online objectives.
In addition, this position will take a lead role in developing and supporting strategies to raise awareness of our work in the donor community - with the specific aim of mobilizing partnerships and resources.
The overall objective is to increase EWS-KT's outreach and engagement with its target audience online to improve knowledge of good farming practices among smallholder farmers. The channels for this include, but are not limited to, maximizing digital content and events, participating in non-branded online groups and forums while also proactively driving conversations on owned-social media platforms. Training of EWS-KT staff on the use of social media is also required as a means to increase our outreach online.
EWS-KT currently has a strong focus on field-based training but we recognize the opportunity to extend our quality knowledge assets and reach more people through a variety of digital platforms. As the EWS-KT agri-experts develop the technical messages, the candidate will not be responsible for content creation. Rather, s/he will focus on achieving maximum reach, engagement and audience satisfaction from these technical messages by packaging and optimizing them in accordance with each platform’s unique requirements. This will be supplemented by the candidate’s training of local EWS-KT teams to amplify efforts online.
The candidate will work closely with local teams in EWS-KT countries (focusing on South East Asia and providing some support to teams in Africa), the EWS-KT technical specialist, Knowledge Manager, and KT Comms manager as well as EWS' Group Digital Content Manager.
- Develop a long-term digital vision, strategy and KPIs to reach and engage with farmers and donors effectively.
- Developing data-driven audience size, segmentation & touchpoints, including but not limited to setting up country-based goals on Google Analytics.
- Optimize existing channels and evaluate the need and ROI for creating new ones.
- Build, maintain and optimize East-West Seed Knowledge Transfer’s online presence. Focus on development and execution of integrated communication strategy across all digital channels throughout the marketing funnel to meet organizational targets.
- Define and reach KPIs for high reach and engagement of target audience through tactics including but not limited to; social media, integrated campaigns, email, SEO, digital advertising budget and offline activities (such as training).
- Design a complete digital ecosystem, Mapping / Connecting all the relevant online channels with parties (Farmers, Agri-input dealers, Traders, Volunteers and Rural Extension Workers) to strengthen and benefit the whole vegetable chain.
- Design an effective communication path/flow
- Create a content strategy. Plan and coordinate with the local team to create and systemize always-on content to educate farmers to reach targets.
- Community management: Support Digital Media Officer to coordinate with EWS-KT experts to respond to queries and proactively driving conversations online through online groups and forums.
- Update regularly and propose optimization of EWS-KT website content in coordination with Group communication and EWS-KT director.
- Explore and work closely with external media agencies such as digital agencies, TV, radio, newspapers, influencers in coordination with Digital media specialist India and Africa.
- Train staff in moderating, posting and publishing on social media
- Prepare budget for the campaigns and moderation of the groups
- Monthly reporting and data analysis on performance, queries and trends and providing actionable feedback for ongoing optimization and further growth of all EWS-KT platforms.
- Occasional content creation, under advice from Digital Content Management
- Regular auditing and actionable feedback of digital assets (including user journey), skills development, trends and new technologies within the industry.
- Bsc in Communications, Marketing, Business, New Media or any other relevant qualifications/experience ( google certified example)
- Working experience in social media marketing or as a digital media specialist (5)
- Data-driven mind, able to make a real-time improvement based on measurable results, demonstrable
- experience with data gathering and analysis for major digital platforms
- Good understanding and experience managing websites (SEO / SEM, Google Analytics goals), digital marketing, Social media and chat applications (Facebook, Whatsapp)
- Experience dealing with a digital solutions for smallholder farmers will be a plus
- Video and photo experience (creation and editing) a major plus
- Fluency in written and spoken English; in addition to presentation and communication skills
- Demonstrable social networking experience and social analytics tools knowledge
- Positive attitude, detail and customer oriented with good multitasking and organisational /coordinating ability
- Must be enthusiastic, innovative, and self-motivated, and demonstrate an understanding of content delivery best practices.
- Able to work independently
- Experience / knowledge of the agriculture/horticulture industry a plus but not required.
