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Value and Impact of social media in Multi-disciplinary Cross-Border projects


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Web2LLP Workshop, Coventry, 8 November 2013 …

Web2LLP Workshop, Coventry, 8 November 2013
Value and Impact of social media in Multi-disciplinary Cross-Border projects

Auhtors: Gary Shochat (PAU Education)

Published in: Social Media, Technology, Business

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  • 1. Value and Impact of social media in Multi-disciplinary Cross-Border projects Gary Shochat In Collaboration with: Katherina Zourou, Sally Reynolds, Sabine Schuman This project was financed with the support of the European Commission. This publication is the sole responsibility of the author and the Commission is not responsible for any use that may be made of the information contained therein. 1
  • 2. What we’ll be looking at today • Why Social Media (and WEB2LLP) are important for cross-boarder projects • Key concepts and strategies for increasing project value and impact through social media OUR HASHTAG #web2llp 2
  • 3. How many of you have social media accounts? How many of your acquaintances, friends and colleagues have social media accounts? 3
  • 4. Here’s some ‘WOW’ statistics ‘Facebook has nearly 50% of internet users worldwide as ACTIVE users’ Source: GlobalWebindexStudy 4
  • 5. It’s no longer about age The fastest growing demographic on Twitter is the 55–64 year age bracket. This demographic has grown 79% since 2012. The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+. 5
  • 6. Or about location 11% of people on earth use facebook – nearly 690k posts every minute Facebook members 1.4 billion worldwide No European country in top 10 countries engaged in SM (1. Israel 2. Argentina 3.Russie 10.USA Social networks and blogs account for 12% of UK internet time
  • 7. And the stats go on and on… 58 million tweets a day, 100k every minute Total amount of UNIQUE youtube users every month 490 million Average amount of photos uploaded to Instagram per day 40M Every second 2 new members join LinkedIn
  • 8. Have you ever created and implemented a social media or web plan for your project? Does your project / company / institution use social media?
  • 9. Desktop research: 150 randomly selected LLP projects (2010 selection) • • • • • • • • • • • No website/no web presence at all: 7% SNS: 31% of the sample 15% with Twitter (2nd most popular SM after Facebook) 7% of LLP projects with a blog 6,25% with widgets enabling rapid sharing 5% with a social media feed (Twitter, Flickr or Picasa) 5% with a video sharing tool 3% with a picture sharing tool 0,6% with a social bookmarking tool 0% with a Presentation repository (e.g. Slideshare) 0% with a web 2.0 public library (e.g. Mendeley, Zotero)
  • 10. Why do LLP projects need a web and social media strategy ? Social Media is a great way to publish information and use a ‘multiplier effect’ to disseminate it. • Communicating project progress • Engaging with stakeholders • Reaching new targets/end users 10
  • 11. An initial WEB2LLP assertion a) Lack of skills and competences of LLP project teams regarding the effective use of Internet & social media (SM) tools b)Loose embeddedness of SM in the communication strategy c) Lack of visibility of good practice regarding what is achievable in an LLP context 11
  • 12. The Web2LLP reply to this need Develop skills and resources on how to set up a coherent web strategy containing social media components, appropriate to each LLP project 12
  • 13. The methodology The training framework during the project The training framework after the lifetime of the project 13
  • 14. Strong points of the project • Customized training based on well identified training needs • A sound training methodology: a range of face-toface, online and self-paced learning possibilities • Impact on digital communication skills of LLP project teams • Strong connections with NAs ensuring impact on country level 14
  • 15. The goal? Dissemination Exploitation IMPACT! Valorisation Sustainability 15
  • 16. key Social Media concepts and values to improve a projects impact: - Community - Engagement - Collaboration - Flexibility
  • 17. Community A project is part of a community and its presence on social media should strive and create a community. People’s main goal on social platforms is to connect with other people— not with projects, companies or ideas.
  • 18. The wolf pack Understanding Context …context is who is around me…who is in my pack! Achieving a goal together Community
  • 19. • People want to connect with like minded people • They want to connect with people who give real value and who have a good reputation. • They want to build a reputation themselves. Community
  • 20. An audience watches, a community acts • Establish presence – build a profile, connect with staff • Listen…listen some more. • Follow, join and Collect • Curate • Publish • Promote • Communicate Community
  • 21. Case: Re-launching and re-branding the main European Portal for Life Long Learning Community
  • 22. when to listen and when to talk: gaining credibility in my community • Linkedin: an established community – TALK & DISCUSS Community
  • 23. • Twitter: ‘Follow-back campaign’ LISTEN & CURATE • Facebook: Repositioning LISTEN & TALK Community
  • 24. Engagement Always ask yourself: WHY? What is the benefit? • What are people interested in social media? there’s a benefit to it • It’s not about ‘my project’, it’s about what people want/need. The domain of discussion is more important than my personal content • Why would people be interested in your project? • Why would people share your project and its results? Community Engagement
  • 25. 2 degrees of impact Awareness VS. Engagement Like VS. share View VS Act Community Engagement
  • 26. People ‘engage’ when they care! Don’t be afraid to inspire: Inspiration creates involvement. Involvement creates engagement. Engagement creates advocacy. Advocacy creates change. Edgerank • Time (time decay) – freshness – Relevant • Affinity – Relationship – Important • Weight – Importance based on interaction) – CRUCIAL! Community Engagement
  • 27. Make the ‘why’ evident Make participation easy Always strive for more reach • Contests are fun, and they have a clear objective: WINNING! • Social issues are important and they have a clear objective: Showing your friends that you care • Innovation and collaboration are interesting and have a clear objective: making our life better Community Engagement
  • 28. Case: Youth on the Move contest AWARENESS youthonthemove/ Community Engagement • Facebook App • Development cost 800 euros • 4700 ‘likes’ in 22 contests over 6 months
  • 29. Case: European Road Safety Charter AWARENESS • Online Pledge • Using tool • 1,647 pledges Community Engagement
  • 30. Case: Charity: Water (NGO) water# Community Engagement ENGAGEMENT • • • • • Instagram Campaign Sharing Emotionally captivating Easy to implement 150k followers
  • 31. European Public Service Information Platform Case: ENGAGEMENT Community Engagement • • • • Online platform Advocacy & Technology 300 twitter followers @epsiplatform
  • 32. Collaboration social media IS a way of harnessing our ‘wolf-pack’ to enhance Project IMPACT • Twitter • Photo based networks (instagram, tumblr, facebook, pinterest ) Community Engagement Collaboration
  • 33. CROWDSOURCING Photos are highly collaborative, leading to new ways of dissemination. Crowdsourcing, beyond kickstarter, airb&b, covoiturage (France) etc. Using a ‘beneficial activity’ to draw on collective strength Community Engagement Collaboration
  • 34. Mole Hunt, ‘Re-Captcha’ Digitization Duolingo Articles being translated by language learners Community Engagement Collaboration
  • 35. Emptyplate Instagram (collaborative photography) Case: Collaboration #‫# לתת‬donatuplato Community Engagement • Instagram Campaign • Donating money through sharing photos • Highly rewarding • Easy implementation/ international • More than 10K worldwide Collaboration
  • 36. Collaborative tagging Defining and re-defining tags/folksonomy for ‘new’ purposes Collaborative dissemination and public consultation through social media Community Engagement Collaboration
  • 37. Case: Digital Agenda for Europe Collaboration • Collaborative dissemination and public consultation through social media sharing photos. • Using key stakeholders #DAE2012 Community Engagement Collaboration
  • 38. Flexibility All of this will not work without being VERY Flexible Community Engagement Collaboration Flexibility
  • 39. Shake, Stir & be flexible • • • • BLEND (online-OFFLINE) Mix Combine Look for synergies EVERYWHERE! Community Engagement Collaboration Flexibility
  • 40. Experiment • • • • • Search topics / trends Join / Follow Don’t market, tell a story/capture attention Maintain and expand Hashtags Use specific tools – Hootsuite / sprout – change, schedule, measure impact – SocialBro – Tweetreach Community Engagement Collaboration Flexibility
  • 41. How did these values and concepts relate to WEB2LLP? Conviction, strategies, flexibility, inspiration, changing ‘users’ to advocates. EVALUATION 80% satisfaction level for the course Evaluation 3 months later • The tools and services offered both during and after the course have been very helpful and have left a significant mark on our work • I have developed web and social media strategies for two projects I am working with • For our next projects to be planned I could raise the attention to plan SM from the beginning - instead of just adding it at the end for dissemination only. Community Engagement Collaboration Flexibility
  • 42. Who we are • University of Luxembourg (Luxembourg) • Web2Learn (Greece) • ATiT (Belgium) • Coventry University Enterprises Ltd (UK) • Pixel (Italy) • P.A.U Education, S.L (Spain)