From @awtbe to @digitalwallonia. Setting up a digital strategy for Wallonia. Presentation by Lisa Lombardi, Agence du Numérique at the Social Media Summit (June 2016).

1. From @awtbe to
@digitalwallonia.
Setting up a digital
strategy for Wallonia.

2. 1999| Creation of the Agence
Wallonne des
Télécommunications (AWT) by
the Walloon Government.
Overall responsibility for the
development of ICT in Wallonia,
through 3 main missions:
| Monitoring of trends and
technology development;
| Counseling;
| Promoting.

3. 1999| Website www.awt.be
2000| vigie.awt.be
2008 > 2015| Social
networks @awtbe
Objectives:
| Branding of the Agency;
| Spreading news and insights
about ICT in Wallonia.

4. January 2015| Change of name.
Decision of the Walloon
Government to bring together
the main actors of the economic
landscape under a common
banner| Agence pour
l'Entreprise et l'Innovation
(AEI).
AWT is rebranded as the
Agence du Numérique (AdN).

5. S1 2015| Redefinition of the
missions of the Agency.
| Setting up of a Digital Strategy
for Wallonia under the code
name Digital Wallonia;
| Implementing the overall Digital
Wallonia plan.
https://vimeo.com/155558326

6. September 18th, 2015|
Proposal for a Digital Plan.
December 10th, 2015| Digital
Wallonia is officially adopted
by the Walloon Government.
| Collaborative platform;
| Content & Open Data;
| Tools & services;
| Digital Innovation.
Structured around 5 major
topics.

7. www.awt.be
≠
≠
www.adn.be

9. Digital Wallonia| Brand logic
| Strong & unified brand
> nationally
> internationally
| Deployment logic with
similarities with:

11. April 2015| New social media
strategy
@awtbe > @digitalwallonia
(...so NO @adnbe,
@agencedunumerique or other
variants)
+ a unique hashtag for every
post related to the digital world
in Wallonia
#digitalwallonia

13. | Example #1

14. | Example #2

15. | Example #3

16. | Example #4

17. | Example #5

18. | Identical strategy on
Facebook
Change of the page AWTbe
into a static page Agence du
Numérique pointing towards
the Digital Wallonia page

21. | What's next?
Pursuing communication on the
DW brand logic implies:
| Long-term durability >< one
shot buzz;
| Virality of the communication
based on appropriation and
ambassadorship of the brand by
actors, partners and ordinary
citizens.

22. | Communication plan for 4 years
starting as from June 2016:
| Identification of campaigns that
can be launched with partners to
promote and deploy the strategy;
| Identification of the virality
channels;
| Design of communication tools
and kits for partners (visuals, texts,
videos, ...).
It's only the beginning!

23. | Thank you for your attention! :-)
Lisa Lombardi,
Expert @DigitalWallonia.be
Lisa.Lombardi@adn.aei.be
@lisalombardibe
https://be.linkedin.com/in/lisalombardi
Comments & feedback
welcome!