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Session 1: Valentina Garoia (European Schoolnet) Web strategy and action plan - Hands-on tips from European Schoolnet
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Session 1: Valentina Garoia (European Schoolnet) Web strategy and action plan - Hands-on tips from European Schoolnet


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First session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects. …

First session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects.

Topic: Setting up a web strategy and communication action plan
Author: Valentina Garoia (European Schoolnet)

Published in: Technology, Business
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  • 1. - Web strategy and action plan - Hands-on tips from European Schoolnet 4 September 2013
  • 2. - European Schoolnet: • Overview Outline of the presentation Digital communications strategy: • 5 pillars • Examples of comms activities from European Schoolnet
  • 3. - European Schoolnet: network of Ministries of Education Aim: promote the best use of ICT in teaching/learning To empower children to use the internet safely Fully equipped, reconfigurable, teaching and learning space developed by European Schoolnet
  • 4. - 4 w w w . e u n . o r g
  • 5. - Digital communications strategy: 5 pillars 1) Analysis 2) Planning 3) Production 4) Maintenance 5) Monitoring/Reporting 5
  • 6. - 6 • Know your project: what is the goal? What is your audience? What is the message you want to convey? What is the timeframe? What resources do you have? • Target audience Goal Activities (Comms channels) • At proposal stage include your web/social media strategy in your communication plan (website, conferences, workshops, print products, videos, webinars and social media...) • Check if the name is already taken (for website, social media accounts) • Map your and your project partners’ channels and social media • Map existing projects/channels on the field Analysis and planning
  • 7. - Make your choice • Consider carefully the channels (website/social media accounts/newsletters) you want to have – Set up your website (CMS: wordpress) and social media accounts – if needed – Consider to coordinate editorial content between website/existing accounts – E.g. for some of our projects we “use” European Schoolnet Facebook or Twitter accounts. E.g. iTEC ( is promoted via European Schoolnet Facebook page; Twitter hashtag: #itec_eu. Bottom up approach: learning activities/videos realized by teachers • Consider the audience, type of message – KeyCoNet (researchers): website + Slideshare + LinkedIn / no FB – Scientix: website with teachers community, Twitter, no FB – POLL: What is the best way to engage with your audience? 7
  • 8. - Analysis and planning • The decision of using social media can be reflected in the budget (and HR aspect) – Subscription to online tools to manage and schedule your posts – Facebook ads or google campaigns require budget – Buying pictures, filming, editing videos are additional costs • Identify your “Champions” – E.g.: very engaged teachers/bloggers who contribute to the content/project. They have already their networks – great booster! • Cooperating with partners is essential – E.g. iTEC: our industry partners are very active on twitter 8
  • 9. - 9
  • 10. - Production/maintenance • Once the website and social media accounts are set up - who is in charge? – Integrate your social media within your website (e.g. AddThis) – Collaborative work: involve partners, experts, participants at events – Leadership: editorial coordination • Consider using some tools: – for managing your social media (e.g. We use Sproutsocial: manage several accounts, track conversations, assign tasks across the team, search keywords, report. Other tools: – social media dashboard, free up to 5 accounts – share contacts across accounts – manage and analyse your twitter community – for sending out newsletters (e.g. we use Mailchimp) 10
  • 11. - Production/maintenance • Create valuable content – Make your content readable, actionable, sharable – Visual content POLL: How would you best interact on social media with project participants or stakeholders? • Social media is all about PEOPLE and ENGAGEMENT – Tweet back, thanks people who re-tweet you, like pages that shared content with you, ask questions, join conversations on similar topic, reply to comments, be there! • New demands should be analysed – Review the communications strategy every year: be flexible! – E.g: Is this new tool/account going to bring any added value? E.g. we are re-thinking the social media strategy of inGenious and plan to have FB and Twitter (building new brand, sustainability vision) 11
  • 12. - Monitoring/Reporting • Monitoring your social media impact – It should not take place only at the end of your project – Pay attention to your “peak events”: Twitter is extremely useful during your conference as “real time” social media • Use reporting tools, depending on your organisation/budget – Facebook insight: free, offers quite in-depth analysis of your fb page – Trendsmap: free, useful for hashtag maps – Sproutsocial: not free, unlimited reporting (remember to link your social account to it since the start! Or you’ll miss your report) 12
  • 13. - 13
  • 14. - Questions/Doubts? • Remember: always ask WHY!  • Any question? Thanks! Find us on Twitter @eu_schoolnet and facebook european.schoolnet 14