Ian Andersen - Community-building by numbers

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The European Commission uses social media in different departments and to varying degrees. Its conference interpretation department, with some 600 staff interpreters and 3000 freelances, is about to lose 50% of key personnel to retirement and needs to drive young people to studying languages and into interpretation schools in order to hope to be able to keep the EU institutions working in 24 or more languages in the future.

Thanks to targeted media campaigns, with special attention to the social media where their prime audience "lives", the Directorate General for Interpretation has built a solid community of linguists around the world and is well on the way to solving the problem. Audience and outcome metrics are the key to tracking the impact of the country-specific actions and to fine-tuning the typology of postings that range from job and training course information to wide-ranging links to relevant third-party content and university events - and also a bit of fluffy fun.

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Ian Andersen - Community-building by numbers

  1. 1. @Antusheng#simplysummit CommunitySimply building bySummit numbers2012 1 Interpretation
  2. 2. What does DG Interpretation do?• Provides quality interpretation for meetings in all 23 EU languages• Organises conferences for Commission DGs and others• Manages the Commissions meeting rooms and their technical installations Interpretation
  3. 3. 3Interpretation
  4. 4. 17 4Interpretation
  5. 5. Staff• Approx. 850 in all – 600 staff interpreters, 250 admin staff• Largest interpreting service in the world• In 2011 :  11,000 meetings  150,000 interpreter days  About 60 meetings a day  700-800 interpreters a day Interpretation
  6. 6. Why are we in social media?• - succession-issues in a number of languages• - insufficient awareness of interpreting careers• - help partner universities• - more graduates able to pass EU tests 8 Interpretation
  7. 7. 10Interpretation
  8. 8. Primary objective objective• to help partner universities get more students of better quality to apply to interpretation courses. 11 8 Interpretation
  9. 9. The audiences• secondary school students• university students (also graduates)• relatives• authorities 12 9 Interpretation
  10. 10. Preliminary results of survey ofinfluencers 21 Interpretation
  11. 11. The messages • language study is good for you • there are jobs in languages • there are jobs in Brussels • interpreting is a great career 13Interpretation
  12. 12. • traditional and new media• social media• Exhibitions• speaking tours / school visits• government relations• lobbying 14 12 Interpretation
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  19. 19. What about the social part?• - we talk to our community mainly through• Facebook• But also:• - YouTube• - website mailbox• - (not) Twitter 25 19 Interpretation
  20. 20. Casting against type ...• Distant• Bureaucratic• Complicated• Aloof• Unapproachable• Useless, faceless Eurocrats 33 Interpretation
  21. 21. Living the brand ...• Attentive and involved• Approachable and easy-going• Jargon-free and clear replies• Always helpful and ready to offer advice• Facebook page your best friend online• Real people from your side engage in conversations 34 Interpretation
  22. 22. Rules of engagement• Create value for the friends• Involve people• Always tell the truth• Respond promptly and helpfully• Get involved yourself 35 Interpretation
  23. 23. Weekly Content Plan 37 Interpretation
  24. 24. Weekly Content Plan 38 Interpretation
  25. 25. Page operates on 3 levels:• as a promotion tool for the interpreting services and the profession• as a provider of curated light entertainment and language news (primarily to build audience figures)• as a model for direct communication with the citizens whom we help solve their career – and sometimes existential, problems through dialogue – lending solid support to the Commission’s image and brand 36 Interpretation
  26. 26. Cartoons 30 Interpretation
  27. 27. 41Interpretation
  28. 28. 16Interpretation
  29. 29. Quizzes 44 Interpretation
  30. 30. Quotations 45 Interpretation
  31. 31. Videos 46 Interpretation
  32. 32. Engagement 47 Interpretation
  33. 33. 32Interpretation
  34. 34. 54Interpretation
  35. 35. 56Interpretation
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  37. 37. Crude metrics & results 2011 • YouTube - some 60,000 views • Facebook: added 8,900 fans • Twitter: 1232 followers added • Europa websites - +30,000 visits/mo 57 Interpretation
  38. 38. 49Interpretation
  39. 39. 53Interpretation
  40. 40. Total Reach 50 Interpretation
  41. 41. Reach vs. Likes 51Interpretation
  42. 42. Most successful postings… 39 Interpretation
  43. 43. 40Interpretation
  44. 44. 19Interpretation
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  46. 46. 52Interpretation
  47. 47. It’s not about the page .... 58 Interpretation
  48. 48. Impact on key universities in 2011• 50% increase or maintenance of high level of applications achieved in 2010• Quality of candidates up 59 Interpretation
  49. 49. ... It’s really about the communitybuilding 60 Interpretation
  50. 50. Thank you!ian.andersen@ec.europa.eu@Antusheng 60 50 Interpretation

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