Lorenzo Martellini - Improving Web Strategies and maximizing Social Media Presence of LLP Projects

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On 5 March 2013, Lorenzo Martellini from Pixel in Italy gave this presentation about the Web2LLP Project, during the annual INTED Conference (http://iated.org/inted2013/) held in Valencia (Spain). In it, the state of the art as far as internet presence of LLP projects was presented, highlighting the reasons which led to the project’s development. The solutions proposed by the project team were also exposed, including the training material developed in the framework of the project and collected on project website http://www.web2llp.eu.

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  • Social media (or web 2.0 tools) are tools allowing people to build social and business connections, to share information and to collaborate on projects online, empowering a variety of human activities such as learning, interaction, collaboration, knowledge building and economic growth.
  • The dissemination and exploitation of projects' outcomes is a key element of LLP projects but, despite the rising popularity of social media marketing, the advantages of integrating social media tools within existing dissemination and exploitation strategies of LLP projects have been disregarded so far.
  • The Web2LLP partnership carried out a needs analysis based on a desktop research taking into account 150 randomly selected LLP projects started in 2010. The needs analysis was aimed at understanding to what extent social media are integrated within dissemination and exploitation plans of LLP projects and what kind of social media applications are actually used to promote LLP project activities. Aside from providing an understanding of the state-of-the art as far as the use of social media in LLP projects is concerned, the research highlighted associated needs and provided the starting point for further development of skills and competencesAccording to the needs analysis carried out by Web2LLP project partnership on 150 randomly selected LLP projects, it has been noted:
  • The 150 LLP projects considered by the needs analysis belong to the following categories.
  • Among the projects taken into account it has been noted that the main dissemination means on the internet was the project website. But 7% of the sample had no internet presence at all.
  • As far as the use of social networking sites (Facebook, LinkedIn etc.) the situation is as follows.
  • As far as the use of Media Sharing Tools (Youtube, Vimeo, Flickr) in the framework of LLP projects is concerned, the situation is as follows.
  • As far as the use of other social media in the framework of LLP projects is concerned, the situation i sas follows.
  • The needs analysis carried out by Web2LLP project partnership highlighted that, behind this situation, lay the following reasons:lack of visibility of good practices in the field, displaying what can be achieved in an LLP context through the use of social media. lack of information on how to use social media tools in the framework of a dissemination/exploitation strategy of an LLP projectlack of time to customise a web strategy which can boost dissemination and exploitation of results for LLP projects
  • Web2LLP aims at boosting the dissemination and exploitation strategies of LLP projects, so that more coherent, participatory and sustainable project activities can be achieved in the European lifelong learning area. The project emphasises personalised support and tailor-made training solutions for LLP project managers, in order to ensure the full integration of improved web strategies based on social media within existing dissemination and exploitation strategies.More specifically Web2LLP aims at:raising the visibility of innovative good practices in the use of social media for LLP projects, in order to promote a common understanding as to how social media can be used as part of an effective dissemination and exploitation strategy in the framework of LLP projectsproviding customised training based on a bottom-up approach, mindful to the needs of each project, so that managers of LLP projects can develop the necessary skills to promote their results in the way which is more suitable for them
  • In order to achieve the set results, the main activities carried out in the framework of the Web2LLP project are:
  • A desktop research allowed the identification of those LLP projects in which project managers actively used social media to boost dissemination and exploitation of results. 15 experienced project managers were contacted and interviewed in order to raise the visibility of innovative good practices in the field and to allow a common understanding as to how social media can be used as part of an effective dissemination and exploitation strategy in the framework of LLP projectsThe showcaseincluding video interviews with 15 experiencedproject managers whohaveused social media forthepromotion of LLP projectsisavailableon web2LLP Project website at thefollowingaddress: http://www.web2llp.eu/videos
  • On the basis of both the needs analysis and an online survey involving managers of LLP projects the partnership developed educational material meant to provide LLP project managers with a broad overview of the ways in which web strategies and social media tools can effectively be used within dissemination and exploitation plans of LLP projects. The training material developed is meant to be publicly shared, self-paced and available in English, French and Italian. The training material includes:HandbooksVideo tutorials
  • The Web2LLP team created these guides in response to the needs highlighted by a desktop research of 150 LLP projects funded by the European Commission, as well as by an online survey involving LLP project managers. Both identified a low uptake of social media for dissemination and exploitation purposes and revealed the need to upgrade skills and improve practices in this area. The handbooks are intended to be used by project managers and members of current or future LLP projects who are unable to attend the face-to-face and online courses organised by the Web2LLP project team, but can also be useful to anyone interested in using digital networks as enablers of sustainable interaction with target audiences. The 3 handbooks created in the framework of the Web2LLP project are available, in English, French and Italian, on Web2LLp project website at the following address: http://www.web2llp.eu/handbooks
  • 27 video tutorialsweredeveloped in theframework of the Web2LLP Project. The videos are meanttogive LLP Project managers anoverviewonhowto use social media toolsfordissemination and exploitationpurposes. Thesubjectcoveredbytutorials are: social networking sites, media sharing social bookmarking web analytics social media editorsonline curation tools integrating networks social monitoring tools blogs and microbloggingThe 27 video tutorials are available in English, French and Italianonthe Web2LLP Project website, at thefollowingaddress:http://www.web2llp.eu/tutorials
  • Web2LLP is providing tailor-made training and professional support in the set-up and use of a social media-supported web strategy, targeting managers of LLP projects who want to improve their online dissemination and exploitation activities.This training will be available both as a face-to-face training course and an online training courseFace-to-face training courseA face-to-face training course took place in Leuven, Belgium, from 18 to 23 February 2013. Participants received hands-on training on the use of social media as part of an effective web strategy for dissemination activities. Training materials was especially designed for LLP project managers and included practical guides and methodologies, showcases of the most successful dissemination practices and video tutorials.Working in team, participants were required to develop and implement a social media plan for a fictional LLP project using the skills and knowledge they have gained. The works were reviewed in a final evaluation session that included a public presentation to a jury composed by other project managers who selected the most suitable strategy for the given LLP project.The training followed a bottom-up approach based on each project’s communication needs, providing customised professional support.The course was delivered in English.Online training courseA 10-hour-long online training course will be delivered via video conference from April on, over 5 sessions of 2 hours each, to groups of participants located in different countries. Elluminate will be used as the video conference training platform. The training will be delivered in English, French and Italian.An online helpdesk service will be available to all European LLP project managers, independently if they attended the training sessions or not, responding to their specific questions and setting up an extensive FAQ in English, French and Italian.
  • The Web2LLP website provides the main source of information about project activities, as well as a gateway to the online training course and help desk service. It also collects all the products developed in the framework of the Web2LLP project.The Web2LLp project Website is available at: http://www.web2llp.eu/
  • Thank you for your attention.
  • Lorenzo Martellini - Improving Web Strategies and maximizing Social Media Presence of LLP Projects

    1. 1. Improving web strategies & maximizing social media presence of LLP projects I m p r o v i n g W e b S t r a t e g i e s a n d m a x i m i z i n g S o c i a l M e d i a P r e s e n c e o f L L P P r o j e c t s Lorenzo Martellini, PIXEL, Italy We b 2 L L P 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
    2. 2. Improving web strategies & maximizing social media presence of LLP projects Social Media
    3. 3. Improving web strategies & maximizing social media presence of LLP projects Dissemination and Exploitation of Results
    4. 4. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects • Lack of skills and competences of LLP project teams regarding the effective use of Internet & social media (SM) tools • Loose embeddedness of SM in the communication strategy set up by LLP project managers
    5. 5. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects
    6. 6. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects • 93% of the sample had a project website • 7% of the sample had no internet presence at all
    7. 7. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects • 47 projects (31% of the sample) had at least 1 SNS account • Only 6 Projects (4% of the sample) had more than 1 SNS account Social Networking Sites
    8. 8. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects Media sharing tools were only used by 8% of the sample Media Sharing 5% of the sample used video sharing tools (YouTube/ Vimeo) 3% of the sample used pictures sharing tools (Flickr/ Picasa)
    9. 9. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects Use of Others Social Media • A Blog was used by 7% of sample • Microblogging (Twitter) was used by 15% of sample • A social bookmarking application was used 0.6% of sample (only 1 project) • No project had a Presentation Repository • No project had a web 2.0 public library • Widgets enabling rapid sharing (AddThis button) were used by 6.25% of sample • An SM feed (Twitter, Flickr or Picasa) was used by 5% of sample
    10. 10. Improving web strategies & maximizing social media presence of LLP projects Needs Analysis on 150 randomly selected LLP projects The Causes • lack of visibility of good practices in the field, displaying what can be achieved in an LLP context through the use of social media. • lack of information on how to use social media tools in the framework of a dissemination/exploitation strategy of an LLP project • lack of time for project managers to customise a web strategy which can boost dissemination and exploitation of results for LLP projects.
    11. 11. Improving web strategies & maximizing social media presence of LLP projects Project Objectives • raising the visibility of innovative good practices in the use of social media for LLP projects, in order to promote a common understanding as to how social media can be used as part of an effective dissemination and exploitation strategy in the framework of LLP projects • providing customised training based on a bottom-up approach, mindful to the needs of each project, so that managers of LLP projects can develop the necessary skills to promote their results in the way which is more suitable for them
    12. 12. Improving web strategies & maximizing social media presence of LLP projects • Needs analysis • Identification of good practices in the field • Development of training material • Delivery of training course Main Project Activities
    13. 13. Improving web strategies & maximizing social media presence of LLP projects Identification of good practices in the field Main Project Activities http://www.web2llp.eu/videos
    14. 14. Improving web strategies & maximizing social media presence of LLP projects Development of Training Material Main Project Activities http://www.web2llp.eu/training
    15. 15. Improving web strategies & maximizing social media presence of LLP projects Development of Training Material Main Project Activities http://www.web2llp.eu/handbooks Handbooks
    16. 16. Improving web strategies & maximizing social media presence of LLP projects Development of Training Material Main Project Activities http://www.web2llp.eu/tutorials Video Tutorials
    17. 17. Improving web strategies & maximizing social media presence of LLP projects Development of Training Material Main Project Activities Delivery of Training
    18. 18. Improving web strategies & maximizing social media presence of LLP projects • Project Website • Video Showcase • Handbooks • Video Tutorials Main Project Outcomes http://www.web2llp.eu/home http://www.web2llp.eu/videos http://www.web2llp.eu/handbooks http://www.web2llp.eu/tutorials
    19. 19. Improving web strategies & maximizing social media presence of LLP projects Project Website Main Project Outcomes http://www.web2llp.eu/home
    20. 20. Improving web strategies & maximizing social media presence of LLP projects For more information, helpdesk and our training courses http://www.web2llp.eu/ Follow us and connect with us https://twitter.com/Web2LLP http://groups.diigo.com/group/web2llp Learn more about Web2LLP 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

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