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From @awtbe to @digitalwallonia. Setting up a digital strategy for Wallonia

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From @awtbe to @digitalwallonia. Setting up a digital strategy for Wallonia. Presentation by Lisa Lombardi, Agence du Numérique at the Social Media Summit (June 2016).

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From @awtbe to @digitalwallonia. Setting up a digital strategy for Wallonia

  1. 1. From @awtbe to @digitalwallonia. Setting up a digital strategy for Wallonia.
  2. 2. 1999| Creation of the Agence Wallonne des Télécommunications (AWT) by the Walloon Government. Overall responsibility for the development of ICT in Wallonia, through 3 main missions: | Monitoring of trends and technology development; | Counseling; | Promoting.
  3. 3. 1999| Website www.awt.be 2000| vigie.awt.be 2008 > 2015| Social networks @awtbe Objectives: | Branding of the Agency; | Spreading news and insights about ICT in Wallonia.
  4. 4. January 2015| Change of name. Decision of the Walloon Government to bring together the main actors of the economic landscape under a common banner| Agence pour l'Entreprise et l'Innovation (AEI). AWT is rebranded as the Agence du Numérique (AdN).
  5. 5. S1 2015| Redefinition of the missions of the Agency. | Setting up of a Digital Strategy for Wallonia under the code name Digital Wallonia; | Implementing the overall Digital Wallonia plan. https://vimeo.com/155558326
  6. 6. September 18th, 2015| Proposal for a Digital Plan. December 10th, 2015| Digital Wallonia is officially adopted by the Walloon Government. | Collaborative platform; | Content & Open Data; | Tools & services; | Digital Innovation. Structured around 5 major topics.
  7. 7. www.awt.be ≠ ≠ www.adn.be
  8. 8. Digital Wallonia| Brand logic | Strong & unified brand > nationally > internationally | Deployment logic with similarities with:
  9. 9. April 2015| New social media strategy @awtbe > @digitalwallonia (...so NO @adnbe, @agencedunumerique or other variants) + a unique hashtag for every post related to the digital world in Wallonia #digitalwallonia
  10. 10. | Example #1
  11. 11. | Example #2
  12. 12. | Example #3
  13. 13. | Example #4
  14. 14. | Example #5
  15. 15. | Identical strategy on Facebook Change of the page AWTbe into a static page Agence du Numérique pointing towards the Digital Wallonia page
  16. 16. | What's next? Pursuing communication on the DW brand logic implies: | Long-term durability >< one shot buzz; | Virality of the communication based on appropriation and ambassadorship of the brand by actors, partners and ordinary citizens.
  17. 17. | Communication plan for 4 years starting as from June 2016: | Identification of campaigns that can be launched with partners to promote and deploy the strategy; | Identification of the virality channels; | Design of communication tools and kits for partners (visuals, texts, videos, ...). It's only the beginning!
  18. 18. | Thank you for your attention! :-) Lisa Lombardi, Expert @DigitalWallonia.be Lisa.Lombardi@adn.aei.be @lisalombardibe https://be.linkedin.com/in/lisalombardi Comments & feedback welcome!

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