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

www.paueducation.com

In Collab...
What we’ll be looking at today
• Why Social Media (and WEB2LLP) are important for
cross-boarder projects
• Key concepts an...
How many of you have social
media accounts?
How many of your acquaintances,
friends and colleagues have social
media accou...
Here’s some ‘WOW’ statistics
‘Facebook has
nearly 50% of
internet users
worldwide as
ACTIVE users’
Source:
GlobalWebindexS...
It’s no longer about age
The fastest growing demographic on Twitter is the 55–64 year age bracket.
This demographic has gr...
Or about location
11% of people on earth use facebook – nearly 690k posts every minute
Facebook members 1.4 billion worldw...
And the stats go on and on…
58 million tweets a day,
100k every minute

Total amount of UNIQUE
youtube users every
month 4...
Have you ever created and
implemented a social media or web
plan for your project?

Does your project / company /
institut...
Desktop research: 150 randomly
selected LLP projects (2010 selection)
•
•
•
•
•
•
•
•
•
•
•

No website/no web presence at...
Why do LLP projects need a
web and social media strategy ?
Social Media is a great way to publish
information and use a ‘m...
An initial WEB2LLP assertion
a) Lack of skills and competences of LLP project
teams regarding the effective use of Interne...
The Web2LLP reply to this need
Develop skills and resources on how to set up a
coherent web strategy containing social med...
The methodology
The training framework
during the project

The training framework after
the lifetime of the project

13
Strong points of the project
• Customized training based on well identified
training needs
• A sound training methodology:...
The goal?
Dissemination
Exploitation

IMPACT!
Valorisation
Sustainability
15
key Social Media concepts
and values to improve a
projects impact:
- Community
- Engagement
- Collaboration
- Flexibility
Community
A project is part of a community and its
presence on social media should strive and
create a community.

People’...
The wolf pack

Understanding Context …context is
who is around me…who is in my pack!

Achieving a goal together
Community
• People want to connect with like minded
people
• They want to connect with people who give
real value and who have a goo...
An audience watches, a community
acts
• Establish presence – build a profile, connect with
staff
• Listen…listen some more...
Case:

elearningpapers.eu

www.openeducationeuropa.eu
Re-launching and
re-branding the
main European
Portal for Life Long
...
when to listen and when to talk:
gaining credibility in my community

• Linkedin: an established community – TALK &
DISCUS...
• Twitter: ‘Follow-back campaign’
LISTEN & CURATE

• Facebook: Repositioning
LISTEN & TALK

Community
Engagement
Always ask yourself:
WHY? What is the benefit?
• What are people interested in social media? there’s a
benefit ...
2 degrees of impact
Awareness VS. Engagement

Like VS. share
View VS Act

Community

Engagement
People ‘engage’ when they care!
Don’t be afraid to inspire:
Inspiration creates involvement.
Involvement creates engagemen...
Make the ‘why’ evident
Make participation easy
Always strive for more reach
• Contests are fun, and they have a clear obje...
Case:

Youth on the Move contest

AWARENESS

http://ec.europa.eu/
youthonthemove/
Community

Engagement

• Facebook App
• ...
Case:

European Road Safety Charter

http://www.erscharter.eu/

AWARENESS
• Online Pledge
• Using casues.com tool
• 1,647 ...
Case:

Charity: Water (NGO)

http://instagram.com/charity
water#

Community

Engagement

ENGAGEMENT
•
•
•
•
•

Instagram C...
European Public Service
Information Platform

Case:

ENGAGEMENT

https://twitter.com/epsiplatform
Community

Engagement

•...
Collaboration
social media IS a way of harnessing our
‘wolf-pack’ to enhance Project IMPACT

• Twitter
• Photo based netwo...
CROWDSOURCING
Photos are highly collaborative, leading to new
ways of dissemination.
Crowdsourcing, beyond kickstarter, ai...
Mole Hunt, ‘Re-Captcha’

Digitization

Duolingo
Articles being translated by language learners
Community

Engagement

Coll...
Emptyplate Instagram
(collaborative photography)
Case:

Collaboration

#‫# לתת‬donatuplato
Community

Engagement

• Instag...
Collaborative tagging
Defining and re-defining
tags/folksonomy for ‘new’ purposes
Collaborative dissemination and public
c...
Case:

Digital Agenda for Europe

Collaboration
•

Collaborative dissemination and
public consultation through social
medi...
Flexibility
All of this will not work without being
VERY Flexible

Community

Engagement

Collaboration

Flexibility
Shake, Stir & be flexible
•
•
•
•

BLEND (online-OFFLINE)
Mix
Combine
Look for synergies EVERYWHERE!

Community

Engagemen...
Experiment
•
•
•
•
•

Search topics / trends
Join / Follow
Don’t market, tell a story/capture attention
Maintain and expan...
How did these values and concepts
relate to WEB2LLP?
Conviction, strategies, flexibility,
inspiration, changing ‘users’ to...
Who we are

• University of Luxembourg (Luxembourg)
• Web2Learn (Greece)
• ATiT (Belgium)

• Coventry University Enterpris...
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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
Value and Impact of social media in Multi-disciplinary Cross-Border projects

Auhtors: Gary Shochat (PAU Education)

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  1. 1. Value and Impact of social media in Multi-disciplinary Cross-Border projects Gary Shochat www.paueducation.com 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. http://www.web2llp.eu 1
  2. 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. 3. How many of you have social media accounts? How many of your acquaintances, friends and colleagues have social media accounts? 3
  4. 4. Here’s some ‘WOW’ statistics ‘Facebook has nearly 50% of internet users worldwide as ACTIVE users’ Source: GlobalWebindexStudy 4
  5. 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. 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. 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. 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. 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. 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. 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. 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. 13. The methodology The training framework during the project The training framework after the lifetime of the project 13
  14. 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. 15. The goal? Dissemination Exploitation IMPACT! Valorisation Sustainability 15
  16. 16. key Social Media concepts and values to improve a projects impact: - Community - Engagement - Collaboration - Flexibility
  17. 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. 18. The wolf pack Understanding Context …context is who is around me…who is in my pack! Achieving a goal together Community
  19. 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. 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. 21. Case: elearningpapers.eu www.openeducationeuropa.eu Re-launching and re-branding the main European Portal for Life Long Learning Community
  22. 22. when to listen and when to talk: gaining credibility in my community • Linkedin: an established community – TALK & DISCUSS Community
  23. 23. • Twitter: ‘Follow-back campaign’ LISTEN & CURATE • Facebook: Repositioning LISTEN & TALK Community
  24. 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. 25. 2 degrees of impact Awareness VS. Engagement Like VS. share View VS Act Community Engagement
  26. 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. 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. 28. Case: Youth on the Move contest AWARENESS http://ec.europa.eu/ youthonthemove/ Community Engagement • Facebook App • Development cost 800 euros • 4700 ‘likes’ in 22 contests over 6 months
  29. 29. Case: European Road Safety Charter http://www.erscharter.eu/ AWARENESS • Online Pledge • Using casues.com tool • 1,647 pledges Community Engagement
  30. 30. Case: Charity: Water (NGO) http://instagram.com/charity water# Community Engagement ENGAGEMENT • • • • • Instagram Campaign Sharing Emotionally captivating Easy to implement 150k followers
  31. 31. European Public Service Information Platform Case: ENGAGEMENT https://twitter.com/epsiplatform Community Engagement • • • • Online platform Advocacy & Technology 300 twitter followers @epsiplatform
  32. 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. 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. 34. Mole Hunt, ‘Re-Captcha’ Digitization Duolingo Articles being translated by language learners Community Engagement Collaboration
  35. 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. 36. Collaborative tagging Defining and re-defining tags/folksonomy for ‘new’ purposes Collaborative dissemination and public consultation through social media Community Engagement Collaboration
  37. 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. 38. Flexibility All of this will not work without being VERY Flexible Community Engagement Collaboration Flexibility
  39. 39. Shake, Stir & be flexible • • • • BLEND (online-OFFLINE) Mix Combine Look for synergies EVERYWHERE! Community Engagement Collaboration Flexibility
  40. 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. 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. 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)
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