Use facebook metrics to grow your audience and get the media mix right - European Commission


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The European Commission faces a strategic challenge as a demographic bubble of its interpreters will retire faster than they can be replaced. Tweaking tests and training methods can yield marginal increases but true success requires strategic communication to raise the quality and numbers of students applying to post-graduate interpreting courses. In promoting the brand “Interpreting for Europe” through the media and encounters with students, the Directorate General for Interpretation connects to a community of the curious and the talented to substantially increase applications in key markets. The mix of culturally specific strategies, traditional and social media, government relations, exhibitions and speaking tours in for example France has proved hugely effective.

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  • Use facebook metrics to grow your audience and get the media mix right - European Commission

    1. 1. Build it and they will come...
    2. 2. DG Interpretation solves its potential succession crisis in key languages through awareness raising
    3. 3. What does DG Interpretation do? <ul><li>Provide interpreters for the European Commission, the European Council, the Council of the Union and many other EU bodies and agencies (including the ECDC). </li></ul><ul><li>Professional conference organizer for the Commission services (large scale conferences) </li></ul>
    4. 5. How big is DG Interpretation? <ul><li>11,000 meeting-days per year </li></ul><ul><li>150,000 interpreter-days </li></ul><ul><li>580 conference interpreter staff </li></ul><ul><li>220 support and management staff </li></ul><ul><li>3,000 accredited freelance interpreters </li></ul><ul><li>Total cost: € 0.26 per citizen per year </li></ul>
    5. 8. Primary objective <ul><li>to help partner universities get more students of better quality to apply to interpretation courses which will lead to more and better output and, ultimately, more interpreters able to pass EU tests. </li></ul>
    6. 9. The audiences <ul><li>secondary school students </li></ul><ul><li>university students (also graduates) </li></ul><ul><li>relatives </li></ul><ul><li>authorities </li></ul>
    7. 10. The messages <ul><li>language study is good for you </li></ul><ul><li>there are jobs in languages </li></ul><ul><li>there are jobs in Brussels </li></ul><ul><li>interpreting is a great career </li></ul>
    8. 11. The tools <ul><li>traditional and new media </li></ul><ul><li>social media </li></ul><ul><li>exhibitions </li></ul><ul><li>speaking tours </li></ul><ul><li>government relations </li></ul><ul><li>lobbying </li></ul>
    9. 34. Typology of postings <ul><li>INTE/EP news & events </li></ul><ul><li>SCIC/EC news and events </li></ul><ul><li>Language & job events </li></ul><ul><li>Interpreting news & events </li></ul><ul><li>Universities news & events </li></ul><ul><li>Europe news & events </li></ul><ul><li>Speeches & others online </li></ul><ul><li>Creatives </li></ul><ul><li>Job vacancies </li></ul><ul><li>News features </li></ul>
    10. 38. Most popular post types <ul><li>Language related creatives </li></ul><ul><li>Interviews with interpreters </li></ul><ul><li>Working conditions </li></ul><ul><li>Behind the scenes </li></ul><ul><li>Training or work opportunities </li></ul>
    11. 48. 8% of friends on Interpreting for Europe are French
    12. 49. Crude metrics & results 2010 <ul><li>YouTube - some 80,000 views </li></ul><ul><li>Facebook: added 8,000 fans </li></ul><ul><li>Twitter: 463 followers added </li></ul><ul><li>Europa website - +20,000 visits/mo </li></ul><ul><li>Impact on key universities </li></ul><ul><li>25% - 140% increase in applications </li></ul><ul><li>Quality of candidates up </li></ul>
    13. 50. ... It’s really about community building
    14. 51. Thank you