Value and Impact of social media in
Multi-disciplinary Cross-Border projects
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.
What we’ll be looking at today
• Why Social Media (and WEB2LLP) are important for
• Key concepts and strategies for increasing project
value and impact through social media
OUR HASHTAG #web2llp
How many of you have social
How many of your acquaintances,
friends and colleagues have social
Here’s some ‘WOW’ statistics
nearly 50% of
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+.
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
Social networks and blogs account for 12% of UK internet time
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
Every second 2 new
members join LinkedIn
Have you ever created and
implemented a social media or web
plan for your project?
Does your project / company /
institution use social media?
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)
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
• Communicating project progress
• Engaging with stakeholders
• Reaching new targets/end users
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
c) Lack of visibility of good practice regarding what
is achievable in an LLP context
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
The training framework
during the project
The training framework after
the lifetime of the project
Strong points of the project
• Customized training based on well identified
• A sound training methodology: a range of face-toface, online and self-paced learning possibilities
• Impact on digital communication skills of LLP
• Strong connections with NAs ensuring impact on
key Social Media concepts
and values to improve a
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.
The wolf pack
Understanding Context …context is
who is around me…who is in my pack!
Achieving a goal together
• People want to connect with like minded
• They want to connect with people who give
real value and who have a good reputation.
• They want to build a reputation themselves.
An audience watches, a community
• Establish presence – build a profile, connect with
• Listen…listen some more.
• Follow, join and Collect
Portal for Life Long
when to listen and when to talk:
gaining credibility in my community
• Linkedin: an established community – TALK &
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?
2 degrees of impact
Awareness VS. Engagement
Like VS. share
View VS Act
People ‘engage’ when they care!
Don’t be afraid to inspire:
Inspiration creates involvement.
Involvement creates engagement.
Engagement creates advocacy.
Advocacy creates change.
• Time (time decay) – freshness – Relevant
• Affinity – Relationship – Important
• Weight – Importance based on interaction) – CRUCIAL!
Make the ‘why’ evident
Make participation easy
Always strive for more reach
• Contests are fun, and they have a clear objective:
• 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
Youth on the Move contest
• Facebook App
• Development cost 800 euros
• 4700 ‘likes’ in 22 contests
over 6 months
European Road Safety Charter
• Online Pledge
• Using casues.com tool
• 1,647 pledges
Charity: Water (NGO)
Easy to implement
European Public Service
Advocacy & Technology
300 twitter followers
social media IS a way of harnessing our
‘wolf-pack’ to enhance Project IMPACT
• Photo based networks (instagram,
tumblr, facebook, pinterest )
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
Mole Hunt, ‘Re-Captcha’
Articles being translated by language learners
• Instagram Campaign
• Donating money through
• Highly rewarding
• Easy implementation/
• More than 10K worldwide
Defining and re-defining
tags/folksonomy for ‘new’ purposes
Collaborative dissemination and public
consultation through social media
Digital Agenda for Europe
Collaborative dissemination and
public consultation through social
media sharing photos.
• Using key stakeholders
All of this will not work without being
Shake, Stir & be flexible
Look for synergies EVERYWHERE!
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
How did these values and concepts
relate to WEB2LLP?
Conviction, strategies, flexibility,
inspiration, changing ‘users’ to advocates.
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
• 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
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)