Digital Strategy Summit, Oct 2015 How the British Council enhances engagement through digital content

1. Enhancing Engagement
Through Content
22/3 October 2015
© BFI Flair

2. Harriet Green
Director Digital (job share)
British Council
Peter Edwards
Head of Consultancy and Engagement
British Council
SPEAKERS

7. OUR MISSION
The British Council was founded to
create ‘a friendly knowledge and
understanding’ between the people
of the UK and wider world
In 2014, the value to the UK economy from overseas
students in the UK was £595-695 million.
120,000 students were affected by the UK-Mexico
treaty for mutual recognition of awards.
There were 48 schools and 1,700 students
learning Arabic in the UK, 105 Chinese language
assistants in the UK and 800 UK students in India,
Thailand and China.
2,307 UK artists went overseas (many for the first
time) and 68,000 people went overseas supported
or funded by the British Council.
Our partners in the FTSE included: BAE Systems,
BG Group, Diageo, BP, BT Group, Pearson, HSBC,
Prudential, Vodafone, Rolls Royce and Tesco.
Our network included:
6,000 schools
2,200 schools links (for CPD, Global Citizens)
2,000 Language Assistants
2,000 Erasmus+ students
160 Higher Education institutes
1,100 artists and art organisation
525 accredited English language organisations and
every constituency in the UK.
We brought 927 teachers and 1,782 overseas
arts and creative economy practitioners to the UK
bringing their international experience.
1.6 million people received face-to-face international
experience and 1.5 million people experienced
content from around the world at exhibitions, fairs
and festivals.

8. DIGITAL TRANSFORMATION - BEFORE

9. DIGITAL TRANSFORMATION - AFTER

10. How did we do it?

11. USER FOCUS

12. UNIVERSITY WEBSITE source: https://xkcd.com/773/
Things found on the front page
of a university website
Things people go to the
site looking for
Full
name
of the
school
Press
releases
Alumni in the
news
Statements of
the school’s
philosophy
Virtual tour
Promotions for
campus events
Campus photo
slideshow
Application
forms
List of faculty
phone numbers
and emails
Department/cours
e list
Usable campus
map
Parking
information
Campus police
phone number
Academic
calendar
Letter from the
president
Campus
address

13. GLOBAL CONTENT STORE
Title
Short intro
Image
Body text
LAPTOP/DESKTOP
APPS
SMART TV
MOBILE
Metadata Video
TABLET
CONTENT ITEM

14. RESPONSIVE DESIGN
Title
Short intro
Image
Body text
LAPTOP/DESKTOP
APPS
SMART TV
MOBILE
Metadata Video
TABLET
CONTENT ITEM

15. MULTI-LINGUAL

16. SOCIAL MEDIA ENGAGEMENT
British Council Bangladesh
Published by Rubaiyat Islam Rafat, September 3 at 1.00pm
POST DETAILS
Some lovely modal verbs! #LearnEnglish
9,687 Post clicks:
• 5201 likes, 4163 on post, 1038 on shares
• 87 comments, 43 on post, 44 on shares
• 541 shares, 539 on post, 2 on shares
5,829 Likes, comments and shares:
• 4536 photo views
• 2 link clicks
• 5149 other clicks
138,592 People reached
Negative feedback: 8 hide post, 2 hide all posts, 1 unlike page

17. MEXICO
© Getty Images

18. A bi-lateral festival, building on UK-
Mexico Relations
MEXICO
© Getty Images

19. SHAKESPEARE
Submitted by Ann Galinka

20. Share-able and co-created content,
showcasing Shakespeare’s amazing
influence 400 years on
SHAKESPEARE
Submitted by Ann Galinka

21. FIVE FILMS
Still from ‘An Afternoon’

22. Still from ‘An Afternoon’
The world’s first online LGBT film
festival – The British Council and the
British Film Institute
FIVE FILMS

23. © Fabian Ong
HEATHERWICK
© Blerta Kambo

24. Virtual exhibitions take a rich cultural
experience to a wider audience
HEATHERWICK
© Fabian Ong

25. Thank you
- Any questions?
www.britishcouncil.org
© BFI Flair