The basics of setting up a web
strategy and communication
action plan for an LLP project
This project was financed with th...
In today’s session:
• Why should I create and implement a web strategy for my LLP
project?
• What channels, platforms and ...
It can help you to achieve:
• Dissemination.
• Visibility.
• Exploitation and sustainability.
• Re-use of project activiti...
Isn’t having a simple website
enough?
Let’s look at some Statistics…
Out of the online adult users of the
internet, how ma...
ANSWER: 91% !!
How much time do people spend on
Google per month in comparison with
Facebook?
ANSWER: People spend
TWICE as much time on
Facebook!!
Research on the internet:
• 50% google
• 50% ‘in parallel’, through ...
Where do I start?
• WHO? What is my audience?
– Identify Target
• WHY? what is my plan of action?
– Set Goals
• WHAT? what...
Defining your target audience
Be as specific as you can! This will determine:
• content
• look and feel
• Channel selection
Defining your Goals
How does your website or SMS benefit your
target user’s needs?
Think: What could users do?
Benchmark
B...
Some possible goals
Q: I set up a website and I have a frequently
updated blog, I hardly have any resources left
for the t...
ANSWER: 22.5% !!
Yes, you need social media because its sticky!
Corporate vs. Participative
People use social networks and...
What tools can I use?
1. social networking sites; (e.g. Facebook, LinkedIn, Ning)
2. Blogs
3. microblogging tools; (e.g. T...
Detailed action plan
• Brainstorm…check budget…brainstorm…check
budget (repeat till you are either satisfied or project en...
Your key to web strategy
happiness:
FLEXIBILITY !!
When should I launch my online
presence?
Website or Social Media first?
THINK ‘PROMOTION’
• Typical web & social growth:
Time
Users
If you need the audience. Go get it!
Try to avoid the typical ...
Social media presence can be
established before a website
BUT
Only after a communication action
plan has been established!...
What: Comparing social
tools and channels
• Discussions & Exposure amongst peers –
Linkedin, blog, curation tools
• Dissem...
Web vs. Social
Shake, Stir & be flexible
• BLEND
• Mix: include different media channels and
formats
• Look for synergies ...
Tactics, tools and integration of
web & SM
• Establish presence
• Listen: Go where your audience is already, join networks...
Some ideas for content...
Q1: This social service was launched 28 months
ago and has 100 Million monthly users and over
30...
ANSWER: Instagram
Lesson: IMAGES & VISUAL IMPACT are paramount
Q2: Companies that use this channel to publish
content and ...
ANSWER: A blog
Lesson: ‘Don’t just feed the beast, create better
content!’…more lessons:
– On social media: Be Personal!
–...
Develop promotion scheme to
attract users (contest, Events,
webinars, leverage influencers,
SEO) – We want to get noticed!...
Possible answers to frequently
occurring situations (or problems)
1. Budget – use simple tools and dynamics
2. Skills – pe...
Thank you!
http://www.web2llp.eu/
@Web2LLP
http://groups.diigo.com/group/web2llp
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Session 1: Gary Shochat (PAU) The basics of setting up a web strategy and communication action plan for an LLP projec

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First session of the Web2LLP online training course on web strategies and maximising the social media presence of Lifelong Learning Projects.

Topic: Setting up a web strategy and communication action plan
Author: Gary Shochat (PAU Education)
Website: http://web2llp.eu/training/online-session-1-web-strategy

Published in: Technology, Business
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Session 1: Gary Shochat (PAU) The basics of setting up a web strategy and communication action plan for an LLP projec

  1. 1. The basics of setting up a web strategy and communication action plan for an LLP project This project was financed with the support of the European Commission. This publication is the sole responsibility of the author and the Commission is not responsible for any use that may be made of the information contained therein. http://www.web2llp.eu Gary Shochat
  2. 2. In today’s session: • Why should I create and implement a web strategy for my LLP project? • What channels, platforms and tools should I use and why? • The basics of setting a web strategy • The basics of a online communication action • Integrating different Channels (Web & Social Media) • Frequent issues and questions for LLP projects
  3. 3. It can help you to achieve: • Dissemination. • Visibility. • Exploitation and sustainability. • Re-use of project activities in new contexts (provided that copyright issues are acknowledged). Why is a web strategy needed?
  4. 4. Isn’t having a simple website enough? Let’s look at some Statistics… Out of the online adult users of the internet, how many use social media?
  5. 5. ANSWER: 91% !! How much time do people spend on Google per month in comparison with Facebook?
  6. 6. ANSWER: People spend TWICE as much time on Facebook!! Research on the internet: • 50% google • 50% ‘in parallel’, through social media and thematic portals Promotion on the web is a cross-channel , cross- platform effort
  7. 7. Where do I start? • WHO? What is my audience? – Identify Target • WHY? what is my plan of action? – Set Goals • WHAT? what tools + channels + content (messages) will I use and how are they combined? - Choose Tactics • HOW? how will I measure success? – Define indicators and target metrics
  8. 8. Defining your target audience Be as specific as you can! This will determine: • content • look and feel • Channel selection
  9. 9. Defining your Goals How does your website or SMS benefit your target user’s needs? Think: What could users do? Benchmark Be Creative!
  10. 10. Some possible goals Q: I set up a website and I have a frequently updated blog, I hardly have any resources left for the task so do I really need to use social media?
  11. 11. ANSWER: 22.5% !! Yes, you need social media because its sticky! Corporate vs. Participative People use social networks and dedicated professional portals and hubs to communicate; harness their strength to disseminate and fortify your position and THEN by bringing them to your website.
  12. 12. What tools can I use? 1. social networking sites; (e.g. Facebook, LinkedIn, Ning) 2. Blogs 3. microblogging tools; (e.g. Twitter) 4. presentation repositories (e.g. Slideshare) 5. video sharing tools; (e.g. YouTube, Vimeo) 6. social bookmarking applications; (e.g. Diigo, del.ici.ous) 7. web 2.0 picture repositories (e.g. Picasa, Flickr) 8. RSS feeds One extra application considered useful to LLP projects: 9. shared web 2.0 public libraries (e.g. Mendeley). Two more features enhancing SM presence 10. easy sharing services (e.g. the “Add this” button) 11. SM Widgets
  13. 13. Detailed action plan • Brainstorm…check budget…brainstorm…check budget (repeat till you are either satisfied or project ended) Target audience Goal Task Resources Timeline and frequency Monitoring mechanismsHuman: partner(s) Material: channels Teachers Interact with target audience/ Receive feedback on a recently finished study Enhance conversation on the project’s Facebook Page fueled by Facebook posts and tweets - All partners (or partner X) - Facebook wall and Twitter Two months starting from (yyyy.mm. dd) Once a week Activity of the FB wall documented from the inbuilt Facebook insights
  14. 14. Your key to web strategy happiness: FLEXIBILITY !!
  15. 15. When should I launch my online presence? Website or Social Media first?
  16. 16. THINK ‘PROMOTION’ • Typical web & social growth: Time Users If you need the audience. Go get it! Try to avoid the typical growth curve because by the time you reach critical mass your LLP Project might be over!
  17. 17. Social media presence can be established before a website BUT Only after a communication action plan has been established! * A Social Media Action Plan is beyond ‘importing’ messages into a new media, it’s about creating dialogue, with NEW methods and new messages.
  18. 18. What: Comparing social tools and channels • Discussions & Exposure amongst peers – Linkedin, blog, curation tools • Dissemination of content and exposure amongst peers – twitter (in ‘real time’), blog, curation tools • Colloquial and ‘social’ interaction – facebook, google+, • High visual impact and easy sharing – video & images
  19. 19. Web vs. Social Shake, Stir & be flexible • BLEND • Mix: include different media channels and formats • Look for synergies EVERYWHERE! • Remember: SM and WEBSITES need to be ‘alive’ in order to do the work
  20. 20. Tactics, tools and integration of web & SM • Establish presence • Listen: Go where your audience is already, join networks and professional communities, identify hashtags and topics, identify influencers. • Collect and curate content • Publish • Promote and Communicate Example: http://www.erscharter.eu/
  21. 21. Some ideas for content... Q1: This social service was launched 28 months ago and has 100 Million monthly users and over 300 million photos are uploaded through it to the web daily….
  22. 22. ANSWER: Instagram Lesson: IMAGES & VISUAL IMPACT are paramount Q2: Companies that use this channel to publish content and insight on a regular basis have 55% more web visitors
  23. 23. ANSWER: A blog Lesson: ‘Don’t just feed the beast, create better content!’…more lessons: – On social media: Be Personal! – On website: be usable and clear. – Mystery and controversy get people to look, discuss and respond – Measure continuously, – Display content in various formats across various platforms. • Link platform to SM (bi-directional)
  24. 24. Develop promotion scheme to attract users (contest, Events, webinars, leverage influencers, SEO) – We want to get noticed! Stand out, attract audience and attract search engines.
  25. 25. Possible answers to frequently occurring situations (or problems) 1. Budget – use simple tools and dynamics 2. Skills – personal added value 3. Language – bring multilingualism to surface 4. Reaching users – Specify target, locate active channels, engage, expand network
  26. 26. Thank you! http://www.web2llp.eu/ @Web2LLP http://groups.diigo.com/group/web2llp

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