How to spread the word - ways to reach your audience with digital communication. The CARE model - ETF

“How to spread the word –ways to reach your audience with digital communication” The C A R E-model Brussels, 11 October 2012

Four communication policy pillars

ETF COMMUNICATIONWE CARE

WE CARECOMMUNICATIONWhat do we communicate?What is the message?Who do we want to target?

WE CARE ACTIONHow do we disseminate the message?Tools, channels, timing?

Women & Work Conference

The Idea Add an online dimension to the international conference on the occasion of 100th anniversary of 1st International Women’s Conference Identify women bloggers from EU partner countries Begin dialogue with them online Enable potential participants to meet virtually before the conference and exchange views Transfer the conversation offline and organise a workshop prior to main conference

The Tools Twitter (#etf10 and #womenandwork) Silvia Cambié’s blog Xculture ETF website Bloggers’ virtual campaigns (Kolena Laila) Virtual community on ning (70 members in 2 months) Women and Work Facebook group (20 members)

The Group 22 women bloggers and writers From EU partner countries: Armenia, Azerbaijan, Egypt, Georgia, Jordan, Lebanon, former Yugoslav Republic of Macedonia, Russia, Tunisia and more Key characteristics  Committed to the issues  Established regional following  Would benefit from exposure and visibility

Moving from online to face to facePre-conference workshop Created 3 videos on key ETF areas of intervention and uploaded on YouTube

Promoting Social InclusionBrussels

WE CARE RESULTSDid we do a good job?Did stakeholders/targetgroups respond in the waywe wanted?Surveys, evaluation,benchmarking,measurement.

WE CAREEXCELLENCEDid our communicationsupport the positioning ofETF as a centre ofexpertise in human capitaldevelopment?What are lessons learnedforour next communicationactivity?

Lessons Learned Build your network first Interact actively with them before asking for their support Demonstrate commitment to the network and nurture relationships (leave comments on blogs, answer questions on Facebook, etc.) Use network to conduct online conversations about your event/project and to promote your ideas/conferences Dont drop the network when the project is finished Continue the conversation and capitalise on your network for future projects

Outcomes Tapped into networks of powerful influencers and used their online channels to support and spread the messages of the two conferences Enhanced the impact of the two conferences (900 viewed live stream of Promoting Social Inclusion) Cost-effective way to extend duration, reach and impact of ETF events Convinced ETF senior management and staff of viability of social media Profiled ETF as social media champion within the EU community

How to spread the word - ways to reach your audience with digital communication. The CARE model - ETF

by ]init[ AG für Digitale Kommunikation on Oct 15, 2012

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How to spread the word - ways to reach your audience with digital communication. The CARE model - ETF Presentation Transcript