e-SENS D2.1 Project Website and social media_v1

D2.1 Project website and Social Media 1
Submitted to the EC on 30/11/2013
COMPETITIVENESS AND INNOVATION FRAMEWORK PROGRAMME
ICT Policy Support Programme (ICT PSP)
Project acronym: e-SENS
Project full title: Electronic Simple European Networked Services
ICT PSP call identifier: CIP-ICT-PSP-2012-6
ICT PSP main theme identifier: CIP-ICT-PSP-2012-6-4.1 Basic Cross Sector Services
Grant agreement n°: 325211
D2.1: Project website, Social Media Accounts & LOGO
Deliverable Id : D2.1
Deliverable Name : Project website/ SM accounts + LOGO
Version : V1.0
Status : Draft
Dissemination Level : Confidential
Due date of deliverable : M3 — June 2013
Actual submission date : 30.11.2013
Work Package : WP2
Organisation name of lead partner for this deliverable : ILIM POLAND
Author(s): Katarzyna Rzyszczak, Marta Łakomiak
Partner(s) contributing : JM NRW, 360 Grad, ICI Bucharest
Abstract:
Project website and social media are critical channels for project dissemination, communicating achieved
progress, and facilitating interaction with stakeholders. Because documents produced within the project are
continuously updated and published, this promotes project openness and transparency. Creation of an e-SENS
website is part of the overall Communication and marketing Plan defined in Deliverable 2.1.
This is a supporting document to the project website: www.esens.eu.

History
Version Date Changes made Modified by
0.1 04.06.2013 Initial Draft Katarzyna Rzyszczak,
Marta Łakomiak
0.2 10.06.2013 Section related to social media Monica Anghel
0.3 14.06.2013 Section related to e-SENS logo and
subsection on WP2 internal working
space
Carolin Benz
0.4 24.06.2013 Comments made by Tomasz Kawecki Tomasz Kawecki
0.5 12.07.2013 Updates after changes introduced on the
website
Katarzyna Rzyszczak
0.6 26.07.2013 Comments from Klaus Vilstrup Pedersen Katarzyna Rzyszczak
0.7 10.10.2013 Updates Katarzyna Rzyszczak
0.8 15.10.2013 Update of social media chapter Monica Anghel
1.0 30.11.2013 Final editorial amendments WP1

Table of contents
HISTORY....................................................................................................................................... 2
TABLE OF CONTENTS .................................................................................................................... 3
LIST OF FIGURES........................................................................................................................... 4
LIST OF TABLES............................................................................................................................. 5
LIST OF ABBREVIATIONS............................................................................................................... 6
EXECUTIVE SUMMARY.................................................................................................................. 7
1. INTRODUCTION.................................................................................................................... 9
1.1. SCOPE AND OBJECTIVE OF DELIVERABLE........................................................................................... 9
1.2. WP2 GENERAL OBJECTIVES AND VISION.......................................................................................... 9
1.3. WORK METHODOLOGY............................................................................................................... 10
1.4. RELATIONS TO INTERNAL E-SENS ENVIRONMENT............................................................................ 10
1.5. RELATIONS TO EXTERNAL E-SENS ENVIRONMENT............................................................................ 11
1.6. QUALITY MANAGEMENT ............................................................................................................. 11
1.7. RISK MANAGEMENT................................................................................................................... 12
1.8. LEGAL ISSUES ............................................................................................................................ 12
1.9. STRUCTURE OF THE DOCUMENT.................................................................................................... 14
2. WEB PAGE CREATION......................................................................................................... 15
2.1. TASK DIVISION ........................................................................................................................... 15
2.2. THE WEBSITE TEMPLATE.............................................................................................................. 15
2.3. TEMPORARY PROJECT WEBSITE..................................................................................................... 17
3. CONCEPT OF THE E-SENS WEBSITE ...................................................................................... 19
3.1. ORGANIZATION OF THE HOME PAGE.............................................................................................. 19
3.2. CONTENT STRUCTURE ................................................................................................................. 20
3.3. INTERNAL MARKETING WORK SPACE ............................................................................................. 23
3.4. FUTURE ACTIONS ....................................................................................................................... 26
4. SOCIAL MEDIA.................................................................................................................... 27
4.1. FACEBOOK................................................................................................................................ 27
4.2. TWITTER................................................................................................................................... 29
4.3. LINKEDIN.................................................................................................................................. 30
4.4. JOINUP .................................................................................................................................... 31
4.5. ACHIEVED GOALS OF SOCIAL MEDIA............................................................................................... 31
4.6. FURTHER ACTIONS/DIRECTIONS.................................................................................................... 32
5. PROJECT LOGO................................................................................................................... 34
CONCLUSION.............................................................................................................................. 36
6. I. REFERENCES.................................................................................................................... 37
7. II. APPENDIX 1 NEWS ITEMS ON E-SENS WEBSITE................................................................ 38
I. CONTRIBUTORS.................................................................................................................. 39

List of Figures
Figure 1: Project Stakeholders .............................................................................................................. 11
Figure 2: Tool for signing up for the newsletter.................................................................................... 13
Figure 3: Disclaimer on data protection................................................................................................ 13
Figure 4: Home Page of temporary website ......................................................................................... 18
Figure 5. Home Page ............................................................................................................................. 20
Figure 6: Structure of the e-SENS website ............................................................................................ 22
Figure 7: WP2 Reporting tool................................................................................................................ 24
Figure 8 Marketing Tool Kit................................................................................................................... 25
Figure 9: Caption of e-SENS Facebook profile page.............................................................................. 27
Figure 10:Caption of the e-SENS Facebook profile page statistics........................................................ 28
Figure 11: Caption of the e-SENS Twitter page..................................................................................... 29
Figure 12: Caption of the e-SENS LinkedIn page................................................................................... 30
Figure 13: Caption of e-SENS LinedIn statistics..................................................................................... 31
Figure 14: Social media landscape ........................................................................................................ 32
Figure 15: e-SENS logo........................................................................................................................... 34

List of Tables
Table 1: Abbreviations............................................................................................................................. 6
Table 2: Quality Checklist...................................................................................................................... 12
Table 3: Risk Management.................................................................................................................... 12

List of Abbreviations
Acronym Explanation
ILIM Poland The Institute of Logistics and Warehousing
BB Building blocks
D2.1 Deliverable 2.1 ‘Project website and Social Media’
D2.2 Deliverable 2.2 ‘Communication and Marketing Strategy’
e-SENS Electronic Simple European Networked Services
LSP Large Scale Pilot
WP Work package
TA Technical Annex
Table 1: Abbreviations

Executive Summary
The aim of the e-SENS (Electronic Simple European Networked Services) project is to provide generic
interoperable solutions for cross-border public services in Europe. e-SENS is a Large Scale Pilot
project launched by the European Commission to support the realisation of European policies. All
LSPs already launched facilitate the use of innovative technologies for deployment of EU-wide
services in selected areas and, in turn, the development of a digital single market. Existing and
completed Large Scale Pilots have already proven that providing cross-border services can be made
simpler. In numerous domains, technical building blocks have been developed and piloted, enabling
seamless cross-border services that respect all the various challenges and requirements faced. The
essence of the new e-SENS pilot is to consolidate and solidify the work achieved to date, to
industrialise the solutions, and to extend their potential to more and different domains.
The aim of the Deliverable D2.1 Project website and social media is to detail how these channels will
be used to communicate the project effectively to a wide audience.
The goal of internet marketing is:
 Disseminate general information on the project to a wide audience
 Communicate progress achieved
 Facilitate cooperation with stakeholders
 Profile coherent branding
 Promote openness and transparency
 Enhance understanding and positive reputation
Moreover, e-SENS website offers a collaboration tool for WP2 members by providing support on
events organisation and a tool for reporting marketing activities.
The document has been divided into several sections. The introductory part presents the project
background as well as the internal and external environment in which e-SENS operates.
Comprehensive analysis of project relations and recognition of interdependencies is considered
beneficial for harmonizing project communication with the external environment. Moreover, the
document will provides risk mapping and facilitate recognition of legal issues involving
communication via the project website. The section also highlights specific marketing and
communication objectives, taking the overall project visions and goals into account.
The second section discusses the process of website creation, which includes identifying the
website’s key target, the division of tasks, and the principles taken into consideration while
developing the website. A template of a temporary website, which was launched for first months of
the project, is also presented.
The third chapter explains how the e-SENS website is organised by home page, content structure,
and as an internal marketing workspace. The chapter concludes with future activities to be taken in
developing the website.
The fourth section is devoted to social media used to communicate e-SENS projects. It explains the
project accounts established on Facebook, Twitter and LinkedIn. The last chapter presents the e-

SENS logo, providing clear guidelines related to project branding, which should assure the project
maintains a coherent identity.
Creation of the e-SENS website is part of the overall communication and marketing plan defined in
Deliverable D2.2. This is a supporting document to the project website: www.esens.eu.

1. Introduction
1.1. Scope and Objective of Deliverable
The deliverable D2.1 Project website and Social Media referring to Technical Annex (p. 53) is a
response to assumptions described in ‘Task T2.2 (month M1 to M36): Creation and maintenance of
the project website and Social Media tools’.
The D2.1 is a document supporting the project website: www.esens.eu. It is addressed to project
partners to ensure a common understanding of the objectives of the e-SENS website and social
media. Creating and maintaining the project website and promoting e-SENS in social media is an
integral part of work package 2: Communication and Marketing. The document describes the
approach adopted while developing the e-SENS website, focusing on its structure, content and
design. Moreover, it addresses social media as an important communication channel for reaching a
broad group of e-SENS stakeholders.
The aim of the deliverable is also to provide needed guidelines for project partners on how e-SENS
marketing should be carried out via the website and social media.
1.2. WP2 General Objectives and Vision
e-SENS is the next Large Scale Pilot, funded within the ICT PSP, and launched to simplify life and work
in the single European market. The core task of the e-SENS project is to consolidate already
developed solutions that enable cross-border services. The e-SENS expands and improves existing
domains and technical building blocks to create a general-purpose infrastructure for the
development of a digital single market. e-SENS strongly focuses on reusing former LSP building blocks
such as eID, eDocuments, e-Delivery, semantics, and e-Signatures. Moreover, during the piloting
phase, a number of cross-border, electronic use cases will be launched in domains such as e-health,
e-justice, e-procurement, business setup as well as selected new domains.
The main goal of work package 2 is to build an engaged community around the project. More
detailed objectives of WP2 are as follows:
 introduce the project to stakeholders. Demonstrate objectives and benefits from the project,
 define, maintain and promote a consistent e-SENS identity,
 raise awareness of project aims among a broad audience,
 ensure project transparency and openness to the outside world,
 initiate and maintain continuous interaction with project stakeholders,
 demonstrate results of project achievements and progress made,
 run recruitment for e-SENS pilots,
 disseminate the stability and completeness of the new building block architecture,
 build trust and acceptance of e-SENS solutions.
The above listed aims will be achieved by e-SENS marketing and communication activities targeted to
different groups with various intensity over time. The e-SENS website as well as social media will be
crucial instruments for reaching a broad public and keeping that public abreast of works carried out.

1.3. Work Methodology
The deliverable was created by the WP2 leader — ILIM Poland. Project partners: ICI Bucharest
(Romania) and 360 Grad (Germany) contributed significantly to the deliverable development by
providing necessary input related to the scope of their responsibility in the project. ICI Bucharest
(Romania) delivered information on e-SENS marketing in social media. 360 Grad (Germany) Germany
provided input on internal collaborative space available on e-SENS website, where the marketing
reporting tool and marketing tool kit are prepared to serve project partners. 360 Grad also
developed a section devoted to the project logo. The project website itself was developed by IT.NRW
(Germany), which is responsible for website hosting and continuous update.
The deliverable was shared with partners to allow them to influence portal development and its
functionalities as well as comment on the deliverable draft.
After incorporating partners’ suggestions and opinions, the final version was developed.
As already noted, the described webpage is subject to constant change: this permits continuous
improvement of the quality and clarity of the presented information. All means will be taken to meet
stakeholder needs and increase webpage usability.
1.4. Relations to Internal e-SENS Environment
Communication actions are related to and have an impact on all the work packages of the project.
The important goal of WP2 is to communicate the results of e-SENS project, be it in the field of
technical solutions, sustainability, or piloting scenarios. WP2 should therefore closely cooperate and
collaborate with other WPs and stay abreast with all activities carried out, milestones achieved, and
challenges faced in the project.
Project website and social media are important instruments for communication of project goals and
achievements. The project website will present tasks carried out in each work package and promote
their results. Strong relations to all WPs can be noticed:
 the e-SENS website will provide information on building blocks developed;
 the e-SENS website will provide information on piloting scenarios, which should
enhance recruitment of pilot participants;
 the e-SENS website will present the legal background of the project, describing the
numerous policies that influence project works;
 the e-SENS website will present current state of works in each WP as well as share
Deliverables developed;
 the e-SENS website will facilitate cooperation with stakeholders by providing
information on consultations and calling for feedback;
 the e-SENS website will communicate the maturity and re-usability of technical
building blocks, fostering solutions uptake and their sustainability.
A comprehensive and up-to-date project website requires contribution from all WPs in terms of input
provision and content validation. WP2 will also cooperate closely with respective WP leaders to
decide on the scope of information that should be available on the project website.

1.5. Relations to external e-SENS environment
The main objective of the e-SENS website and social media is to promote the project to the external
environment and disseminate the outputs of the project to a wide audience. The e-SENS website was
developed with the perspective of potential users who will be project stakeholders especially in
mind:
Member States and Associated Countries representatives
IT Industry representatives
End Users
Figure 1: Project Stakeholders
Apart from the above-listed parties, there are also other groups that could be interested in project
results: the European Commission, research institutions, academia, present and future LSPs,
software communities, media, and all other related institutions. Their role will significantly
contribute to creating a positive reputation and sharing project achievements to the outside world.
1.6. Quality Management
This section describes the process used to ensure the quality of the deliverable.
Category Remarks Checked by
Conformance to e-
SENS template
Language & Spelling
Delivered on time
Each technology
description contains
the correct elements
Consistency with
description in the TA
and in other e-SENS
deliverables
Contents is fit for
purpose
Contents is fit for use
Commitment within
WP

Table 2: Quality Checklist
1.7. Risk Management
Description Probability Impact Priority Response Owner
Not many stakeholders
signed up for a
newsletter
medium high high Send mailing
inviting to
newsletter;
Promote
newsletter via
different
communication
channels
WP2
leader,
project
partners
Low number of visitors medium medium medium Promote e-SENS
website via
different
communication
channels
WP2
leader, IT.
NRW, ICI
Bucharest,
Short time of visitor
presence on the website
low medium low Attractive
content, posting
news
WP leader,
IT.NRW
Website is not updated
frequently enough
low high medium Each partner
should provide
news item to
post on website
All WP2
members
Website functionalities
are not user friendly
low medium low Functionalities
assessed by
project partners
IT.NRW,
WP2
Table 3: Risk Management
1.8. Legal Issues
The e-SENS website offers functionality allowing a visitor to sign up for the project newsletter;
consequently, personal data may be gathered. Moreover, sending the newsletter to individuals who
signed up for the newsletter may be considered a commercial communication. Taking all the above
into consideration, the legal regulations on sending commercial communication and personal data
protection should be obeyed.
Commercial communication
In the European Union, sending commercial communication is regulated by Directive 2000/31/EC of
the European Parliament and the Council of 8 June 2000 (Official Journal of the European
Communities L of 17 July 2000) on certain legal aspects of information society services, in particular
electronic commerce, in the Internal Market (Directive on electronic commerce).
Commercial communication (so-called spam) is any communication designed to promote, directly or
indirectly, the goods, services or image of a company, organisation, or person pursuing a commercial,
industrial or craft activity or exercising a regulated profession, whose right to pursue such a
regulated profession depends on meeting the requirements set out in separate acts of law. This does
not include information permitting communication by means of electronic communication with a

specific person and information relating to the goods or services not used to gain a commercial result
desired by the entity ordering the distribution of said information, in particular without any
remuneration or other benefits from manufacturers, sellers or service providers.
To avoid sending unsolicited messages, while signing up for the e-SENS newsletter, the user is asked
to provide consent to receiving such information.
Figure 2: Tool for signing up for the newsletter
Personal Data
Processing of personal data by the Project Partners should be in accordance with Directive 95/46/EC
of the European Parliament and the Council of 24 October 1995 on the protection of individuals with
regard to the processing of personal data and on the free movement of such data (Official Journal of
the European Communities L 281 of 23.11.1995, p. 31), also referred to as the ‘directive on the
protection of personal data and in line with the national law of the partners’.
The disclaimer on data protection published on the website informs about data stored and the rules
governing their processing.
Figure 3: Disclaimer on data protection

1.9. Structure of the document
The D2.1 ‘Project website and Social Media’ follows the formal structure defined in D1.1 ‘Guidelines
on how to write a good deliverable’.
The structure of the deliverable consists of:
 A detailed introduction setting the scene for this deliverable
 An explanation on the website creation process
 A highlight on Social Media
 A division of roles and responsibilities in WP2
 A presentation of e-SENS logo
 Conclusion
 Guideline on posts

2. Web page creation
2.1. Task division
According to objectives mentioned in TA: ‘Task T2.2 (month M1 to M36): Creation and maintenance
of the project website and Social Media tools’ following tasks were defined:
 website design — responsibility of 360 Grad (Germany) and IT. NRW (Germany)
 website development — responsibility of IT. NRW (Germany)
 content preparation — responsibility of ILIM (Poland)
 internal communication tools development — responsibility of 360 Grad (Germany)
 the social media set up and management — responsibility of ICI Bucharest (Romania)
2.2. The website template
The project website was created through close cooperation among 360 Grad (Germany) and ILIM
(Poland). The trial version was prepared by 360 Grad and, once other partners’ suggestions were
taken into consideration, the current version of portal was launched on the 19 November 2013r.
The web page creation process followed the European Commission indications described in the
‘Guide to successful communications’ placed on its official site:
http://ec.europa.eu/research/science-society/science-communication/website2_en.htm.
Analysing ten keys to good web communication, special attention was paid to certain aspects:
The time factor
The web page has both changeable and stable content. On the front page there is a section
containing general information about the project, which is inflexible. However, the front page also
contains a visible news box, which provides continually updated information. The news box is
supposed to be filled in with news as often as possible, meaning tight cooperation with project
partners is essential to increase the project’s attractiveness.
Sharing the partner’s knowledge of e-SENS related events will the calendar to be filled up, which is
crucial to making the portal attractive to users.
Hyperlinks
Understanding the importance of organising content in the most user-friendly way, there are
hyperlinks transferring the user to other parts of the portal. The number of links, however, is
reasonable. Moreover, a user can also skip back to the home page from any part of the webpage by
clicking on the e-SENS logo. An effort was made to ensure information on any subpage is concise and
understandable without requiring a user to read the proceeding text.
Information structure and ‘readership level’
A firm division of information has been made. The grid menu consists of six main items and each of
them has its vertical submenu on the right side of the portal. Each main menu subpage has its
starting page with general information. More detailed material can be found under each name of
subpage navigation menu. Such an approach makes it possible to address all website visitors with
various interest levels. Additionally, different thematic sections were created to meet the interests of
different stakeholders (e.g., a technical section for IT Industry, a piloting section for end users).

Navigation
Starting with clear content division, presented in the information structure above, highlighting was
implemented to facilitate web page navigation. The particular section users have entered is marked
and bolded so the visitors knows where they are on the site. Page navigation is not complex, which is
important to moving easily around the website.
Multimedia
In an effort to create an agreeable portal with complex ideas presented in an understandable way,
photographs, graphics, and maps were published. Multimedia is expected to attract user attention.
On the other hand, this multimedia should not affect clearness or distract the user.
Interactivity
A contact form is available permitting website visitors to present comments and suggestions.
Interactivity is also ensured through a poll available on home page. The aim of the poll is to collect
visitors’ opinions on project related issues, at the same time enhancing engagement and fostering
the sense of a common goal.
A search mechanism that presents relevant results is also available on the website
Editorial quality
Using appropriate language that follows grammar and stylistic rules is important to achieving the
message’s intended impact. Therefore, the vocabulary used should be understandable by all visitors.
As e-SENS deals with the ICT solution, terms that are more technical will, in some instances, be
unavoidable. However, issues that are more technical are presented in technical section dedicated to
the IT Industry.
Ergonomics
Incomprehensible messages, technical terminology, or visual challenges and logical gaps make a
website more difficult to operate on and definitely make it less user-friendly. To avoid ergonomic
problems, all website elements were placed in a way a person visiting the website for the first time
could instinctively find all necessary information.
Compatibility
In order to provide compatibility of the webpage across multiple operating systems and browsers as
well as browsers for mobile devices proprietary technologies and complicated applications will be
limited to minimum. It will be brought to attention that common view of the webpage across
platforms is provided also with the respect to international compatibility standards1
.
Information and metadata
For ease of access and future use reference it will be taken into account that metadata information
needs to be properly added to the websites. Information about author, publication date, information
validity date, keywords and so on are sometimes important to the readers and need to be visible.
Much of the metadata information must be coded in the website so that search engines can utilise
them for better search responsiveness.
1
European Commission’s Information Provider Guide (http://ec.europa.eu/ipg/)

2.3. Temporary project website
The project website was launched on 8 April 2013, when the project kick-off took place. The website
launched at that time was designed to provide basic information on the project to all interested
stakeholders.
The primary website included key functionalities, which enabled stakeholder involvement (e.g.,
signing up for the newsletter).
The information was divided into the following sections:
 About the project
 Partners
 Structure
 Objectives
 EU policies
 Stakeholders
 Project Kick-Off
 Work packages
 Work Package 1
 Work Package 2
 Work Package 3
 Work Package 4
 Work Package 5
 Work Package 6
 Events
 Calendar
 Search for Events
 News and Media
 News
 Media

Figure 4: Home Page of temporary website
The new design, more comprehensive content and new functionalities were prepared during the first
months of the project. These works resulted in a new template, which is available from 19 November
2013.
Newsletter sign
up tool
News section
Information on
current status of
the project
Quick links to
social media
Countries
participating in
e-SENS
Horizontal main
navigation

3. Concept of the e-SENS website
The chapter presents the e-SENS website developed within the first months of the project. The
website contains comprehensive information on various aspects of the projects in order to provide
information relevant to all stakeholders groups. Special attention is given to technical solutions and
the piloting phase.
3.1. Organization of the home page
 Heading — the heading consists of the project logo and the Europe contour graphic.
 Grid menu — the main menu on the top right hand consists of the following headers: home,
about the project, technical solutions, business piloting, media & materials
 Navigation — right hand navigation presents subsections with proper marking of the section
that visitors enter
 Fixed information — short articles (teasers) with links to the full text when relevant. The
articles will provide critical information, taking the current status of the project into account:
- Project aims
- Benefits to stakeholders
- Key project milestones — when achieved (e.g., pilots launched)
 Functionalities — functionalities are fixed elements of the website, visible regardless which
section is entered:
- sign up tool for project newsletter — this tool enables visitors to sign up for the
newsletter. While signing up, the information on the represented group is
required, which will enable newsletters to be adjusted to the targeted group.
- Social media — quick links to social media: Facebook, Twitter, LinkedIn
- e-SENS channel – quick link to you tube channel where collection of videos on LSP
projects and European single market is available. Several playlists have
already been created. They are dedicated to each piloting domain as well as
general issues related to eGovernment.
- News section — section presents news items related to the project. The rules of
news items publishing have been defined in Appendix I.
- Events section - presenting events related to e-SENS.
 Footer — this features a small menu tree on the left side including links to the contact form,
the sitemap, and website disclaimer. Registration and login functionality for the WP 2
member area is also accessible. The centre section of the footer includes the logo of the
European Commission and the ICT PSP logo, as well as the contact details of the e-SENS
project coordinator. The footer presents flags of project beneficiaries. After selecting the flag
information on e-SENS project in national languages is displayed.

Figure 5. Home Page
3.2. Content structure
Considering the users’ variety of interests, a clear division of information was introduced. The
content was divided into four main menu elements:
 About the project
Structure — this section presents highlights of project structure using graphics. A concise description
of each work package of the project is also available.
Partners — this section provides information on countries participating in the project. Partners in
national consortia are also listed. To depict European coverage, the map of Europe is presented
showing member states participating in the project.
Newsletter sign
up tool
News section
Information on
current status of
the project
Quick links to
social media
Main navigation
Calendar with
related events

Why e-SENS was created — this section presents the political background of the project. EU policies
critical for project are highlighted.
Project background — this section describes the relation of e-SENS to LSP projects. A short overview
of LSP projects is provided.
Stakeholders — this section presents project benefits to its main stakeholders: Member States, the
IT industry, and end users.
 Technical solutions
e-SENS competence clusters — this section provides information on competence clusters
responsible for the development of building blocks: e- Delivery, Semantics and e-Documents, e-
Identity and e-Signatures descriptions.
Released LSP products — this section provides information on ready to use solutions of previous
projects, which are the basis for e-SENS components development. It provides links to the Joinup
portal where software is available.
Interoperability and standards — this section is devoted to standards used and interoperability
aspects taken into account while developing project solutions.
Real-life piloting - this section describes domains initially selected for piloting. New content will be
added in the future to present piloting use cases
e-Justice
e-Health
e-Procurement
Business Life-Cycle
 Media & Materials
News — this presents all news items published on the website
Calendar — this presents events related to e-SENS. Events with e-SENS participation are additionally
marked.
Downloads — this gathers all materials produced within the project: Press releases, materials,
deliverables (deliverables to download but also indication of deliverables to be prepared with the
dates when they should be available).
Articles — this will gather links to articles and information developed in e-SENS project.
Newsletter - this collects all available issues of e-SENS newsletter
FAQ — this presents concise answers to the most frequently asked questions about the e-SENS
project. Possible links to more detailed information are provided here.

Figure 6: Structure of the e-SENS website

3.3. Internal Marketing work space
One of the project’s goals is to create a sustainable community around the e-SENS project. In order
to promote e-SENS and increase visibility and awareness, communication and marketing activities
play an important key-role. Each project partner is relevant for final success.
The aim of the Marketing work space is to empower all partners to promote the project.
Communication instruments, marketing activities, benchmark, and checklists are offered. Ideally,
MS will communicate e-SENS to relevant tiers of government, local stakeholders, potential
multipliers, and promote it as the preferred solution. Consequently, access to an adequate
knowledge pool to structure and facilitate engagement exists within the internal marketing
workspace. Each promotion initiative and each activity will contribute to the creation of a
sustainable e-SENS community.
Two tools, the Marketing reporting tool and the Marketing toolkit, offer overview, inspiration, and
actual tools to assist action initiatives. This technical solution (internal website), in combination
with traditional communication, will strengthen internal project communication and commitment.
The tools have been developed in e-CODEX. The experiences, improved communication, activity
encouragement, monitoring, contributing to deliverables from that project have been adapted for
use in e-SENS.
From an external perspective, the internal marketing structure and organization shapes a coherent
project identity — a common branding.
Marketing reporting tool
The reporting tool must be used for event planning as well as for publishing an article. This tool
gives an overview and encourages e-SENS promotion and activities. At the same time, it is collecting
a record of all marketing activities. Those reports will be entered directly into the deliverables.
Project partners, in this case users of the tool, are automatically led through the website. The
technical program distinguishes and structures the activities being planned. Furthermore, an
innovative technical composition automatically encourages action on social media channels (such
as Facebook and Twitter), so working processes are shaped efficiently.
The transparency of activities encourages cooperation and the exchange of ideas and experiences
within the e-SENS project.
Domain-specific as well as target-group specific or general approaches are distinguished within the
system. If wanted, any partner can receive consultant advice. The toolkit contributes to the
creation of a common identity and e-SENS branding under a professional roof. Promotion activities
are encouraged and supported.

Figure 7: WP2 Reporting tool
Marketing toolkit
The common identity is strongly shaped by the Marketing toolkit. A shared appearance, collective
equipment as well as detailed information and communication material (giveaways, flags, roll ups,
brochures, fact-sheets, etc.), including common logo, have been built. Those aspects stimulate the
overall strategy. The recognition value of e-SENS will grow in national and international perception.
As one goal is to incorporate the project results of LSPs and partners, the activities and
achievements of other WPs will contribute to creating further marketing material. Constant
progress, results, benefits, and project achievements will be included in toolkit material and
actively promoted.
Equipment will be provided and available for each stakeholder, for different target groups, for
different events in different countries, and for different interests. Depending on the event and/or
the target group, each stakeholder can choose which elements will be relevant for the chosen
activity. Each choice, each event, each activity will contribute to the overall marketing and
communication strategy, encouraging promotion, engaging communities — showing the e-SENS
project, while informing about it, its development and relevance to building a sustainable e-SENS
community.
Finally, the internal marketing workspace, the internal webpage, including the reporting tool and
toolkit offers — independent of time and logistical distance — an efficient communication tool,
which encourages internal and external communication and marketing activity.

Figure 8 Marketing Tool Kit

3.4. Future actions
The e-SENS website will be continuously improved and updated with relevant news and content
reflecting project progress. Therefore, the following activities are anticipated:
- Project translation will be made possible for project partners
- Website adjustment to stakeholders expectation
- Continuous content update, which should reflect the project progress
- Continuous update of the marketing tool kit by adding new materials and sharing ideas
- Monitoring website traffic

4. Social media
As society delves further more into the XXI century and the social and economic importance of
youth participation on the internet within the information society is becoming more and more
evident, so is the social media presence of the European Commission and the LSPs becoming a key
issue in this context. In view of this, it is considered important to have an active presence on
Facebook, Twitter, and LinkedIn in order for e-SENS to be thoroughly promoted and its results
disseminated in the new media environment.
Currently, e-SENS benefits from accounts on important social media such as:
Facebook - https://www.facebook.com/Eu.eSENS?ref=hl;
Twitter - https://Twitter.com/eSENS_EU;
LinkedIn -
http://www.LinkedIn.com/groups?viewMembers=&gid=4998775&sik=1370427155934 ;
The particular responsibility of running social media was assigned to ICI Bucharest (contact person -
Monica Anghel).
4.1. Facebook
e-SENS Facebook profile page
The e-SENS Facebook profile page aims to inform Facebook users about what e-SENS is, whom it
represents and what exactly is does (https://www.facebook.com/Eu.eSENS/info). The main contact
possibilities are also featured within the e-SENS Facebook profile page, such as the website address
and Twitter account linkage.
Figure 9: Caption of e-SENS Facebook profile page
Technical facts: The administrator account provides statistical data regarding the usage of the
profile and also statistical data regarding the age, sex, and location of the users that ’liked’ the e-

SENS Facebook page (and/or posts/comments), thus enabling the administrator in minding the gaps
regarding the public that visited the page.
Currently the e-SENS Facebook profile page has 303 likes (and growing continuously), in a time span
of just over seven months (01.04.2013 — 21.11.2013).
Figure 10: Caption of the e-SENS Facebook profile page statistics
Posting/Commenting: On the e-SENS profile, comments belonging to the Digital Agenda Facebook
page, EC Facebook page, other LSPs are generally post/repost, as well as important announcements
regarding various events where e-SENS is being disseminated locally/nationally/internationally, etc.
The Facebook profile will also provide an opportunity to communicate project achievements and
milestones. All project partners are encouraged to suggest new posts.

4.2. Twitter
General facts: The e-SENS Twitter profile page aims to inform Twitter users about what e-SENS is,
whom it represents, and what exactly is does (https://Twitter.com/eSENS_EU). The main contact
possibilities are also featured within the e-SENS Twitter profile page, such as the website address
and the Facebook and LinkedIn accounts linkage.
Currently, the e-SENS Twitter profile page is being followed by 161 people/organisations and is
following 173 people/organisations, posting some 262 tweets within a time span of over seven
months (01.04.2013 — 21.11.2013).
Figure 11: Caption of the e-SENS Twitter page
Technical facts: Although Twitter does not have ‘statistics’ included in its options, it does present
the possibility to view the profiles of the people/organizations that follow e-SENS, thus the e-SENS
account administrator an idea of what to ‘follow’.
Posting/Tweeting: Comments belonging to the Digital Agenda Twitter page, EC Twitter page, and
other LSPs are generally tweeted/re-tweeted. Important announcements regarding various events
where e-SENS is being disseminated locally/nationally/internationally, etc. are posted. All project
partners are encouraged to suggest new posts.

4.3. LinkedIn
e-SENS LinkedIn profile page
General facts: The e-SENS LinkedIn profile page aims to inform LinkedIn users about what e-SENS is,
who it represents, and what exactly it does
(http://www.LinkedIn.com/groups?viewMembers=&gid=4998775&sik=1370427155934).
The main contact possibilities are also featured within the e-SENS LinkedIn profile page, such as the
website address and the Facebook and Twitter account links. Currently, the e-SENS LinkedIn profile
page has 149 members.
Figure 12: Caption of the e-SENS LinkedIn page
Technical facts: The administrator account provides statistic data regarding the usage of the profile
and also statistic data regarding the job profile (seen as how LinkedIn is a job oriented platform) of
the users that are engaged in the discussions raised either by the account administrator or by the e-
SENS LinkedIn group members.
Posting: LinkedIn will be used to moderate discussions related to project scope, regardless of the
Work Package (WP) the e-SENS group LinkedIn member takes part in. Also, it is planned to engage
the stakeholders to discuss various topics regarding e-SENS.

Figure 13: Caption of e-SENS LinedIn statistics
e-SENS LinkedIn technical discussion group: e-SENS ICT Architecture
General facts
The second e-SENS LinkedIn discussion group “e-SENS ICT Architecture” -
http://www.linkedin.com/search/fpsearch?type=people&keywords=e-
SENS+ICT+Architecture&pplSearchOrigin=GLHD&pageKey=member-home&search=Search is a
specific discussion group, created and managed by WP6 leader (DiFi, Norway). It focuses on
bringing together the ICT specialists within e-SENS and external technical interest groups through
discussions on issues that might come up when creating the ICT infrastructure for the project. This
group is a public group.
4.4. JoinUp
JoinUP (https://joinup.ec.europa.eu/asset/esens-wp6/home) is used by WP6 as an open technical
oriented project place for announcements, discussions, development and publishing of ICT
Artefacts. It is created and managed by WP6 leader (DiFi, Norway) and focuses on active
cooperation with external technical interest groups in creating and maintaining ICT artifacts. This
group is restricted to members of JoinUP”
4.5. Achieved goals of social media
In order to achieve success on the Web, the ICI Bucharest WP2 Social Media Team set some goals
together with the WP2 team:
Reaching at least 100 ‘likes’ on the e-SENS Facebook profile page — within the first 100 days of
launch;
Reaching at least 100 ‘followers’ on the e-SENS Twitter profile page — within the first 100 days of
launch;
Reaching at least 100 ‘members’ on the e-SENS LinkedIn profile page - within the first 100 days of
launch;
Initiating and conducting relevant discussions on all social media accounts.
All of the goals above have been achieved within the set timeframe.

New goals
The new objectives have been set up by WP2 Social Media Team:
e-SENS Facebook profile:
350 ‘likes’ on the e-SENS Facebook profile page within twelve months of the project;
e-SENS Twitter profile:
300 ‘followers’ of the e-SENS Twitter profile within twelve months of the project;
e-SENS Linked-in general profile:
300 ‘members’ on the e-SENS LinkedIn profile page within twelve months of the project;
Initiating at least 10-15 discussions in the first 12 months of the project on the e-SENS LinkedIn
profile page;
Increase number of posts by 10% on the e-SENS LinkedIn profile page.
4.6. Further actions/directions
Figure 14: Social media landscape
2
Further actions for reaching our goals are also needed, seeing as how, nowadays, the social media
landscape is growing rapidly and ever increasing its complexity. The e-SENS Social Media Team
plans to open a Wikipedia (http://en.wikipedia.org/wiki/Main_Page) page for the e-SENS project,
ensuring the project a solid place within the world of this free encyclopaedia.
Also, Slideshare (http://www.slideshare.net), a web platform specialized in sharing PowerPoint
presentations, could be an important tool for marketing the project. Currently, one of the Social
2
http://www.fredcavazza.net/2008/06/09/social-media-landscape/

Media Team members (Monica Anghel) has been sharing presentations on SPOCS and e-SENS,
which have attracted a number of followers, thus disseminating the results of said projects.
e-SENS is also active on Prezi (http://prezi.com) , which is a platform for create innovative
presentations with enhanced design. The platform allows for presentation sharing within a Prezi
community.

5. Project Logo
A logo is the epitome of a represented brand. Thus, a good logo should improve recognition and
awareness of a brand. It should be meaningful and likeable. At one glance, a strong brand implies
tells a viewer what it represents. The characteristics of a company or of a project should be
graphically represented.
Consequently, a logo is an essential instrument within an overall communication and marketing
strategy, supporting two major effects; on the one hand, it maintenances internal identification.
Within e-SENS, it shapes a common understanding and supports the unification of all LSPs and
partners. On the other hand, this common roof — the mutual understanding of the overall goal —
prepares the ground for the next steps: external communication and creation of the brand, and a
sustainable e-SENS community.
Figure 15: e-SENS logo
The e-SENS logo includes and represents those characteristics. The star is a visual accent to indicate
the EU-dimension. The logo connects Europe visually with a background map. At the same time, the
front covering ‘e’ visualizes the linking role of e-SENS. The ‘e’ represents the connecting factor. In
addition, the logo is suitable for both print and web.
Choice of ‘e’
Generally, the little ‘e’ is a key indicator for digital components, electronic solutions, for example,
‘e’-mail. Therefore, the ‘e’ is the perfect connecting graphic symbol for representing the digital
vision of e-SENS. Digital technical solutions overcome local and cross-border distances. ‘e’ brings
people together and offers fast solutions.
Identification
Other key-characteristics of the e-SENS project are its open approach as well as open source
solutions, constant development, and sustainable vision. As each LSP delivers a solution and all
partners are essential for final success, all should be able to identify with the long-term vision and
understand their importance in this process of ongoing integration and cooperation, during and
after the project. The ‘e’ openly unites all domains, all LSPs. Each domain includes ‘e’, which
contributes internally to the common identity. At the same time, ‘e’ leaves enough space for
further, future ‘e’-developments and new visions.

Brand
By covering the aspects of linking existing solutions, sustainability, vision and constant
improvement, this logo internally and externally shapes the visual identification and branding
process and expresses the spirit of e-SENS perfectly.

Conclusion
The project website and social media are an important part of the overall communication and
marketing plan. An established website containing information and an internal collaboration space
will contribute to successful project dissemination. Social media, on the other hand, will enhance
project recognition among stakeholders.
WP2 will continue its activities to improve website usability, functionalities and broaden content for
increased traffic. Therefore, it will:
- provide day-to-day support for routine updating of site content and adding new as well as
removing old content,
- work with the other Work Packages to seek out information, events and conferences to
market the project,
- analyse statistics,
- redesign various areas of the site when needed to reflect current project work,
- regularly post news items,
- regularly update the events calendar,
- advertise the URL of the site in all marketing materials,
- further explore the potential of ICT social networking tools.
The actions listed above will be carried out with support of all e-SENS partners.

6. I. References
e-SENS Technical Annex
http://marketingwhitepapers.s3.amazonaws.com/smss09/SocialMediaMarketingIndustryReport.pd
f;
http://esens.eu/
http://ec.europa.eu/research/science-society/science-communication/website2_en.htm.
https://www.google.pl/search?q=marketing+social+media&rlz=1C1CHES_plPL359PL359&source=ln
ms&tbm=isch&sa=X&ei=WTOrUeSJEoizhAf3t4G4Aw&ved=0CAoQ_AUoAQ&biw=819&bih=388#facr
c=_&imgrc=C0Bq_VCYVLtknM%3A%3BBgTr-
9yE1inmUM%3Bhttp%253A%252F%252Fapi.ning.com%252Ffiles%252FfECiAJ2NBWzQrRTKoJRVclq
e8W1L*kbMNC7THApw5-
4_%252FSocialMediaLandscapeOrganism.png%3Bhttp%253A%252F%252Fwww.automotivesocial.c
om%252F%3B1024%3B768;

7. II. Appendix 1 News items on e-SENS website
What news should be published on the e-SENS website?
Information on
 project milestones achieved e.g., deliverables published,
 project events,
 significant events with e-SENS participation,
 significant achievements of LSP projects without e-SENS participation,
 news related to EU policies relevant for e-SENS,
 news related to European Single Market creation, Connecting Europe Facility
Who is responsible for news item preparation?
 Project partners for national events (by using reporting tool)
 360 Grad (Germany) for EU level events
 WP2 leader and active contributors for news items related to EU policies, European Single
Market
 Marketing Domain coordinators for news items related for respective domain
 Respective WP leaders will provide input for news items related to their WP.
Process of posting news items
 All news items prepared by project partners should be approved by WP2 leader.
 WP2 leader sends news to IT.NRW
 IT.NRW is responsible for posting news on e-SENS website

I. Contributors
Name Surname Organisation Country
Carolin Benz 360 Grad Germany
Monica Anghel ICI Bucharest Romania
Tomasz Kawecki The Institute of Logistics and Warehousing Poland

e-SENS D2.1 Project Website and social media_v1

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