Web Strategy: Magic Formula For Success?

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Web2LLP Workshop, Coventry, 8 November 2013
Using Social Media to Foster Collaborative Work in Multi-Disciplinary Cross-Border Projects

Auhtors: Richard Moureau and Federico Fragasso

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Web Strategy: Magic Formula For Success?

  1. 1. Web2LLP  Workshop,  8th  November  2013   Using  Social  Media  to  Foster  Collabora4ve  Work  in   Mul4-­‐Disciplinary  Cross-­‐Border  Projects   Web Strategy: Magic Formula For Success?       Ju  Youn  SONG   Interdisciplinary  Centre  for  Security,  Reliability  and  Trust  (SnT)     University  of  Luxembourg     This  project  was  financed  with  the  support  of  the  European  Commission.  This  publica:on  is  the  sole  responsibility  of  the   author    and  the  Commission  is  not  responsible  for  any  use  that  may  be  made  of  the  informa:on  contained  therein.  
  2. 2. Projects  &  social  media  that  I’m  involved  in   DICA-­‐lab    Research  on  Development  and  Interac:ons   within  cyber-­‐physical  ac:vity  systems   sciPADS   sciPADs    Crea:ve  inquiry  through  iPads  and  Cloud   Learning  in  elementary  science   hWp://dica-­‐lab.org/scipads   Web2LLP    Improving  Internet  strategies  and    social  media  presence  of  LLP  projects   hWp://www.web2llp.eu/                    LS6                    hWp://www.ls6.eu  
  3. 3. Web  strategy:  magic  formula  for  success?   A  web  strategy  is   “a  mechanism  that  iden:fies     your  dissemina4on  goals  and     your  target  group(s),     related  to  your  unique  context  of  ac:vity,     with  the  aim  of   crea4ng  a  road  map     of  how  to  best  leverage  Internet  technologies   to  reach  your  goals”  (Milola  et  al.,  2012)   AND     THEN…  
  4. 4. Opportuni4es   Web2.0            Architectures  of  Par:cipa:on   Technology     Mediated  Conversa4ons   Social  media          Art  of  Conversa:on     O’Reilly  (2005),  What  Is  Web  2.0   Solis  (2008),  The  conversa?on  map  
  5. 5. Our  target  groups:  where  are  they?   2012   hBp://info.brandprotect.com/Blog/bid/ 81242/2012-­‐TwiBer-­‐Facts-­‐and-­‐Stats-­‐ INFOGRAPHIC   hBp://www.insidefacebook.com/2012/02/01/facebook-­‐ claims-­‐845m-­‐users-­‐425m-­‐on-­‐mobile/  
  6. 6.  Our  projects:  where  are  we?   Desktop  study  (Song  &  Zourou,  2012)   Out  of  289  LLP  projects  selected  for  funding  2010      focused  on  random  150  LLP  projects   Results       Website    139  out  of  150         Twi6er   23  out  of  150           Social  networking  sites    47  out  of  150               Media  sharing  sites   12  out  of  150            
  7. 7. Overview   Web  1.0   Sta:c  web,                                             Connect  informa:on   Web  2.0   Web  3.0   Social  web,         Connect  people   Seman:c  web,   Connect  knowledge   Need  to  take  a  big  jump    
  8. 8. Web  strategy:  magic  formula  for  success…   Web  strategy   A  successful  road  map             AND   NOW…  
  9. 9. Enhancing  your  project  online  presence   1 2 3                                           Planning                                           Engaging                 Measuring                             By  integra4ng  web  strategy  to  your  project  plan                
  10. 10. Planning  in  advance   1 The   objec:ve                                             Analyse   Ac:vi:es   The  target   group    By  analysing  objec4ves,  target  groups  and  ac4vi4es  of  your  project                
  11. 11. Planning  in  advance  but  be  flexible   #   1                  Map                                By  mapping  you  and  your  partners’  exper4se  and  resources:               exis4ng  network(s),  publica4on(s),  website(s),  conference(s)  and  social  media(s)    
  12. 12. Select  what  is  the  best  …   1                                           Select     Budget     Human   factors   Tool(s)   Web  strategy  plan    By  selec4ng  the  most  effec4ve  and  efficient  tool(s)                
  13. 13. Connec4ng  networks   2               Create                             &   Share   Make  social  media  more  visible   Make  your  content  more   shareable   v  Nicely  edited  content   v  Visible  social  media   icon       Project   Website   v  Visible  social  plugin   “Add  this”       v  AWrac:ve  visual   content    (pictures,  images  or        embedded  videos)    By  crea4ng  value-­‐added  content  and  sharing  it  effec4vely              
  14. 14. Engaging  people,  crea4ng  conversa4on       2                                         Engage       v  Pos4ng  regularly   Social  media  management  tools  to  manage     several  social  media  accounts       v  Engaging  conversa4on     Like  the  people  who  share  your  posts   Like  the  Facebook  page  that  share  your  posts         Tweet  back     Give  a  credit        By  engaging  people  more  ac4vely,  crea4ng  conversa4on                  
  15. 15. Looking  beyond  numbers,  measuring  impact     3 Monitor  social  media   impact  regularly     v   Not  the  final  product   Measuring                             Review  key  outcome  in   integra4ng  social   media   v  Not    simple  followers,   but  who  follow  you  with   ac?ons     Iden4fy  indicators   v  Number  of  visitors   v  Most  visited  items     Use  some  analy4c  tools   v  In-­‐built  tools   Facebook  insight   v  Analy:c  tools    By  monitoring  the  stream  of  social  media  regularly                    
  16. 16. Web  strategy:  magic  formula  for  success!   Thoughjul   Planning   Smart  &  Ac:ve   Engagement   Quan:ta:ve  &  Qualita:ve   Measuring  
  17. 17. References     Arina,  T.  (2010),  retrieved  from  hWp://tarina.blogging.fi/2010/     Solis,  B.  (2008),  retrieved  from  hWp://www.briansolis.com/2008/08/ introducing-­‐conversa:on-­‐prism/     Miloa,  S.,  Perifanou,  M.  &  Zourou,  K.  (2012),  retrieved  from   hWp://www.web2llp.eu/sites/default/files/download/ Web2LLP_Handbook-­‐1_Improving-­‐web-­‐strategies-­‐of-­‐llp-­‐projects.pdf     Infographic  TwiWer:   hWp://info.brandprotect.com/Blog/bid/81242/2012-­‐TwiWer-­‐Facts-­‐and-­‐ Stats-­‐INFOGRAPHIC     Infographic  Facebook   hBp://infographiclabs.com/news/facebook-­‐2012    
  18. 18. Thank you for your attention Email  address:  Jun.song@uni.lu   it! it! hWp://www.scoop.it/t/web-­‐for-­‐now-­‐and-­‐future  
  19. 19. Crea%ng  an  Social  Media   Strategy  for  an  LLP  project   Sally  Reynolds,  ATiT,  Belgium  
  20. 20. LLP  Projects           • KA3  -­‐  Network  project   • 8  partners  in  7   countries   • 2012  –  2014   •  Erasmus   •  5  partners  in  5   countries   •  2012  -­‐  2013    
  21. 21. Moving  images  in   EDucaAon  European   Awards   •  Set  up  in  2007  –  first  full  cycle  2008   •  Response  to  the  degree  of  interest  in  media  in   educaAon   •  Partners  in  Austria,  Belgium,  Bulgaria,  France,   Germany,  Greece,  Ireland,  Italy,  Poland,   Romania,  Spain  ...   November  13,  2013   3  
  22. 22. ….now  established   November  13,  2013   4  
  23. 23. http://www.medea-awards.com/
  24. 24. MEDEA  related  acAviAes   MEDEA Awards Monthly     Media  &  Learning   NewsleWer   annual competition
  25. 25. 12,000+  email  addresses  each  month   http://news.media-and-learning.eu/
  26. 26. MEDEA  related  acAviAes   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   NewsleWer   MEDEA Awards annual competition
  27. 27. http://www.media-and-learning.eu/
  28. 28. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   NewsleWer   MEDEA Awards annual competition Resources     database   Media  &  Learning   Community  of   PracAce  
  29. 29. http://www.media-and-learning.eu/community
  30. 30. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   MEDEA Awards annual competition NewsleWer   2-­‐day     workshops   Week  long   training   courses   Resources     database   Media  &  Learning   Community  of   PracAce  
  31. 31. http://atit.be/video-course
  32. 32. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   MEDEA Awards annual competition NewsleWer   2-­‐day     workshops   Week  long   training   courses   Resources     database   Media  &  Learning   Community  of   PracAce   Social  media   campaign  
  33. 33. MEDEA  related  projects   2008-­‐2011   MEDEA:EU   project   2011-­‐2012   MEDEA2020   project   MEDEA Awards annual competition 2012-­‐2014   MEDEAnet   project  
  34. 34. The  MEDEAnet  project   3-­‐year  (Jan  2012  –  Dec  2014)   network  project  funded  under     KA3  of  the  Lifelong  Learning  Programme     Aiming  to:   • Exploit  best  pracAces  of  the  MEDEA  Awards     • Extend  its  exisAng  informal  network     • Support  the  launch  of  the  Media  &  Learning   AssociaAon    
  35. 35. MEDEAnet  acAviAes   workshops     in  7  partner   countries     a  12-­‐part  series     of  public   webinars   MEDEAnet promoting media-based learning to organisations and practitioners Annual  report   CharAng  Media   and  Learning  in   Europe   knowledge   building   and  sharing   amongst   pracAAoners   a  large-­‐scale   disseminaAon   and  exploitaAon   strategy  
  36. 36. http://www.medeanet.eu/
  37. 37. MEDEA  related  projects   2008-­‐2011   MEDEA:EU   MEDEA Awards annual competition project   2011-­‐2012   MEDEA2020   project   2012-­‐2014   MEDEAnet   project   end  of  2012   the  Media  &   Learning   AssociaAon     launched,     ensuring  the   sustainability  of     the  network  
  38. 38. http://association.media-and-learning.eu
  39. 39. Community  Building  
  40. 40. Sharing  Content  
  41. 41. Features  of  strategy     Brand  not  project  specific   •  Focused  on  acAviAes  and  not  the   project     •  Social  media  as  connecAon   between  acAviAes    
  42. 42. Features  of  strategy   Brand  not  project  specific   Evolu%onary   •  No  clear  strategy  from  the  start   •  Adapted  to  context  and  changes   taking  place    
  43. 43. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   •  Related  to  nature  of  community   •  Added  value  for  community      
  44. 44. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   Centrally  managed   •  Single  person  also  monitoring    
  45. 45. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   Centrally  managed   Con%nuity  priori%sed    
  46. 46. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue        
  47. 47. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue   Resource  hungry      
  48. 48. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue   Resource  hungry   Single  person  –  lack  of  partner   engagement  
  49. 49. REC:all   Social  media  strategy     • Much  more  explicit  strategy   • Took  into  account:  target  audience  –  who  and   where  located  and  perceived  needs,  skills  and   interests  of  partners   • Planned  acAviAes   • Exit  strategy  
  50. 50. Content  sharing  via   Vimeo  and  slideshare   Extensive  use  of   webinars   hKp://www.rec-­‐all.info/   Scoop-­‐It  run  by   project  manager  
  51. 51. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy  from  the  start  –   recognise  that  Social  Media  goes  beyond   ‘imporAng’  disseminaAon  methods  and   messages  into  a  new  media,  it’s  a  tool  for   dialogue  with  NEW  methods  and  new   messages.      
  52. 52. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy   •  Project  iden%ty  vs.  topic  or  area  of  exper%se  
  53. 53. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy   •  Project  idenAty  vs  topic  or  area  of  experAse   •  Responsibility  and  ownership  with  the   project  team  
  54. 54. Issues  and  Recommenda%ons   •  •  •  •  Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  ac%ve   engagement  in  exis%ng  channels  
  55. 55. Issues  and  Recommenda%ons   Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  acAve   engagement  in  exisAng  channels   •  Numbers  and  expecta%ons  –  by  partners,  by   the  EC   •  •  •  • 
  56. 56. Issues  and  Recommenda%ons   Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  acAve   engagement  in  exisAng  channels   •  Numbers  and  expectaAons  –  by  partners,  by   the  EC   •  Dealing  with  limited  resources   •  •  •  • 
  57. 57. Stay  connected!   •  Contact  me  on:  Sally.reynolds@aAt.be   •  Connect  with  me  on  LinkedIn   •  Download  my  slides  on  Slideshare  Web2LLP   account   •  Check  out  what  we  in  ATiT  are  up  to  on  our   website  www.aAt.be  

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