Capacity building session for PVTD Egypt

1. Strengthening the Institutional
Capacity of the Productivity
and Vocational Training
Department PVTD within
the Vocational Training
System in Egypt

2. Creating principles and practices
for PVTD in social media
to improve PVTD’s
visibility and image
Capacity building session supporting
the capacity building workshop
12th-16th October 2014
Esko Lius
CC-BY-NC

3. This Project is funded by the European Union

4. Based on Mark Smiciklas’ presentation, delivered on CC-BY-NC license.
Outlining
Social Media Strategy
Framework for PVTD

5. Social Media is Changing
Marketing, Communications
– and Business
From “selling” or “one-way communications”
to connecting with you audience

6. Social Media is Changing
Marketing, Communications
– and Business
From “large campaigns”
to “small acts”

7. Social Media is Changing
Marketing, Communications
– and Business
From “controlling the message”
to transparency

8. Social Media is Changing
Marketing, Communications
– and Business
From “hard to reach”
to “present everywhere”

9. Social Media Overlap
Social media policy

10. Social Media
Strategy Framework
Discovery
TARGET AUDIENCE
What does the target audience really want and what
can be communicated through social media?
OBJECTIVES
What are your social media goals?
SOCIAL CAPACITY
What is your ability and resources to create content
and maintain presence in social media?
GOVERNANCE
What social media policies do you want in place?

11. Social Media
Strategy Framework
Strategy
LISTENING
What are people saying about your brand?
SOCIAL TOOLS
What channels fit your strategy?
CONTENT STRATEGY
In social media content must have relevance and
meaning to the audienceYou can’t just “deliver” –
content is raw material for interaction with audiences.
BLOG STRATEGY
Successful blogs gather comments and are more
“conversations” than “press releases”

12. Social Media
Strategy Framework
Strategy
PRACTICAL ADVICE FOR BLOGGING
• Develop a human, personal voice
• Help build two-way conversations with your
audience
• Host discussions, arrange polls etc.
• Facilitate sharing of information
• Share your blog posts in other channels
• Link other blogs and resources
• Be active in other blogs too

13. Social Media
Strategy Framework
Management
DATA COLLECTION
Use analytics to measure visibility and engagement
RESULTS & GOALS
Do the measured result support your goals? How?
REFINE AND TEST
Try different approaches and assess analytics to see
what works. Adjust your social media strategy
according to changes in your audience

14. Basics of
Successful Blogging

15. 8 Steps to
Launcing a Successful Blog
1. Know the goals you want to achieve with your blog
2. Define the core target audience and keep it in mind
when you communicate
3. Add content and interact regularly
4. Rethink (and rewrite): does the reader find the
added value that there has to be for himself?
5. Find ways to make your blog a community
6. Use rich media (pictures, videos, infograms etc.)
7. Share and syndicate to/from social media
8. Analyze what works and adjust accordingly

16. Roadmap to
the Modern PVTD Future
"Roadmap to the modern PVTD future” will answer:
• what is the desired future/destination
• what steps are necessary to get to that
destination
• how one step leads to another
• alternate routes / risks
”Learning cafe" -style, three-phase group work

17. Phase 1
Roadmap to the Modern PVTD Future
• How PVTD communicates in the future, year 2018?
• What is the interaction like?
• How the staff will take part?
• What mediums/channels we use?
• (empty table)
Phase 2
• What steps there are to take to reach our destination?
• What is included in each step?
• What risks there are that it may go wrong?
Phase 3
We will make a picture of the roadmap.

18. Roadmap to the Modern PVTD Future

19. Roadmap to the Modern PVTD Future