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Social Media Strategy - practical examples of EU projects

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Social Media Strategy - practical examples of EU projects

Pantelis Kanellopoulos and Vassiliki Zalavra created this presentation in order to share experiences and lessons learnt from the latest EU funded projects they have implemented.

The presentation was made at the DigiNET training Week that was held in Athens Greece from the 28th of August until 1st of September 2018.

More information about the DigiNet project can be found at: http://www.diginet-project.eu/

Pantelis Kanellopoulos and Vassiliki Zalavra created this presentation in order to share experiences and lessons learnt from the latest EU funded projects they have implemented.

The presentation was made at the DigiNET training Week that was held in Athens Greece from the 28th of August until 1st of September 2018.

More information about the DigiNet project can be found at: http://www.diginet-project.eu/

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Social Media Strategy - practical examples of EU projects

  1. 1. www. diginet-project.eu www. diginet-project.eu Social Media Strategy - practical examples of EU projects - Pantelis Kanellopoulos, Communications Officer Vassiliki Zalavra, Senior Communications Officer
  2. 2. Table of Content • Understand your goals • Make sure your goals are SMART • Get to know your audience • Create audience personas • Look at the competition • Develop your messages • Choose your channels • Build a content plan • Make a social media schedule • Examples: strategy applied on EU projects www. diginet-project.eu
  3. 3. Understand your goals Why social media presence is necessary during this current phase of your project? www. diginet-project.eu Set social media marketing goals that align to business objectives Align your overall goals and marketing strategy with your social media goals
  4. 4. Make sure your goals are SMART S M A R T Measurable Attainable / Achievable Relevant Timely Specific www. diginet-project.eu
  5. 5. Get to know your audience “A successful social-media strategy is all about targeting the right people with the right messages. To do this, you need to understand your audience.” www. diginet-project.eu
  6. 6. Create a detailed profile of your ideal customer/follower/fan.. Create audience personas  How old are they?  What is their income?  Do they have children?  What do they like or dislike?  What motivates them? www. diginet-project.eu
  7. 7. Look at the competition Pick three or four of the top ones and find out which social networks they’re active on, and study their content.. www. diginet-project.eu  Is it funny or serious?  What kind of cultural references do they use?  Do they talk about their product primarily, or do they focus on other things?
  8. 8. Look at the competition www. diginet-project.eu
  9. 9. Develop your messages Based on the personas you have created, choose two or three messages, then break each one down another level creating a simple messaging hierarchy. www. diginet-project.eu
  10. 10. Choose your channels Not all social-media platforms are the same. www. diginet-project.eu
  11. 11. Build a content plan The content needs to align with: overall messaging and be appropriate for the channels you are using www. diginet-project.eu
  12. 12. Make a social media schedule Time matters so make things easier by using a social media management tool www. diginet-project.eu
  13. 13. Measure and refine Do not forget to look back to your goals and analyze how many of them you have been able to achieve www. diginet-project.eu
  14. 14. Examples from the latest experience: EU funded Projects
  15. 15. Our Projects
  16. 16. Learn your audience & Choose your channels
  17. 17. Co-funded by European Commission Directorate General for Communications Networks, Content & Technology (DG CONNECT) Unit for Inclusion, Skills and Youth, under the grant agreement no. ECOKT2014-7 (30-CE-0726730/00-60) e-Skills Match is a prototype platform that is designed to assist ICT professionals reach their future career goals. Addressed to ICT professional, Employers and Course providers www.eskillsmatch.eu
  18. 18. We focused on characterizing our “customers” on their profession, age, and what motivates them to participate to our project www. diginet-project.eu
  19. 19. LinkedIn was the most appropriate channel to promote the platform Result: 1,532 Followers www. diginet-project.eu
  20. 20. ICT4YOUTHWORK project helps youth organizations, youth services and youth workers in reaching young people and delivering to them activities that will ensure responsiveness to the trends in society such as the latest progress in technologies and digital media. Co-funded by the Erasmus+ programme of the European Union (Contract Number: 2017-1-SE02-KA205- 001722). www.ict4youthwork.eu
  21. 21. We focused on characterizing our “customers” by the type of the organization & the service that they provide. www. diginet-project.eu
  22. 22. Facebook Page was the most appropriate channel to promote the project (currently) The upcoming months Instagram will also be deployed www. diginet-project.eu
  23. 23. Look at the competition & Develop your messages
  24. 24. COMRADES platform helps communities, to reconnect, respond to, and recover from crisis situations (such as floods, earthquakes, wildfires, hurricanes etc.) www.comrades-project.eu Addressed to communities (citizens) in crisis zones This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 687847. This material reflects only the author's view and the European Commission is not responsible for any use that may be made of the information it contains.
  25. 25. We checked the “competition”, i.e. similar projects, under the same topic and we started using related #hashtags and tagged the involved organizations and other CAPS projects (cross dissemination synergies) www. diginet-project.eu
  26. 26. We focused on developing easy-to-understand messages that non native English speakers would understand. A common mistake that we identified from the completion was the language that they used i.e. difficult messages for non native English speakers www. diginet-project.eu
  27. 27. Build a content plan
  28. 28. Mobile Age ensures the inclusion of seniors in digital public services thanks to the development of user-friendly mobile applications based on open government data. www.mobile-age.eu This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement 693319. This material reflects only the author's view and the European Commission/REA is not responsible for any use that may be made of the information it contains. Addressed to senior citizens, public administrator and policy makers
  29. 29. As the main “customers” are senior citizens the most appropriate way to present the project and its developments is through videos and promotional materials www. diginet-project.eu
  30. 30. Videos in partners’ languages with easy-to- understand content www. diginet-project.eu
  31. 31. Promotional Materials (hard copies) in partners’ languages distributed to senior citizens www. diginet-project.eu
  32. 32. Platform that informs citizens and public administrations about flood risks and enables possible risk mitigation solution www.floodserv-project.eu This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No No 693599. This material reflects only the author's view and the European Commission/REA is not responsible for any use that may be made of the information it contains. Addressed to citizens, public administrator and policy makers in flood risk areas
  33. 33. We focused on developing easy-to-read articles at project’s website (news section) in order to engage more citizens as well as mayors and help them understand how they can be benefited from the FLOOD-serv platform. The articles are promoted through social media of course but also through partners’ well established networks and channels www. diginet-project.eu
  34. 34. For communicating the project’s results (publications) we have also deployed digital publishing platforms www. diginet-project.eu
  35. 35. Ευχαριστώ! Gracias! Thank you! Благодаря ти! Grazie! www. diginet-project.eu

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