The document outlines a social media strategy to promote the Erasmus+ website in Romania. The objectives are to increase visibility of related websites in Romania and abroad, become a source for EU news, and grow the Facebook community. Key steps include developing and implementing SEO and social media strategies using Google AdWords, cornerstone content, and evergreen content. Analytics showed traffic triples around application deadlines when certain keywords are searched. The strategies led to a traffic increase to 50,000 monthly visits, over 10,000 Facebook likes, 30% of traffic from social media, and a lower bounce rate.

1. PROMOTING THE ERASMUS+
WEBSITE IN ROMANIA
CHANGING LIVES,
OPENING MINDS

2. SOCIAL MEDIA STRATEGY
ERASMUS+
CONCLUSIONS
SEO STRATEGY
GOOGLE ANALYTICS
01.
03.
04.
02.
05.
CONTENT

3. ERASMUS+
Our target group: youth interested in international youth
projects, youth interested in volunteering, policy makers
(National Agency, European Commission etc.)
ERASMUS+ IS THE LATEST PROGRAMME OF THE
EUROPEAN COMMISSION

4. Increasing the visibility of all
our websites (Erasmus+,
Euro Coaching etc) in
Romania and abroad
Becoming an important
source for EC related news
Creating and growing a
Facebook community (at
least 1,000 users)
EC MEGAPHONE SOCIAL MEDIA
COVERAGE
ONLINE PRESENCE
PRIMARY
OBJECTIVES

5. USING GOOGLE
ADWORDS FOR
NGOS
($10,000/MONTH)
DEVELOPING AND
IMPLEMENTING A
SEO STRATEGY
DEVELOPING AND
IMPLEMENTING A
SOCIAL MEDIA
STRATEGY
KEY STEPS:
SIMPLE AS 1,2,3

6. USERS DON’T READ: THEY SCAN
STARTING
POINT
Web users are impatient and insist on instant gratification.

7. CORNERSTONE
CONTENT
QUALITY
EVERGREEN
CONTENT
SEO
STRATEGY
 CREATING QUALITY CONTENT FOR OUT USER (INCLUDING CORNERSTONE CONTENT,
EVERGREEN CONTENT)
 USING OUTBOUND/INBOUND LINKS
 INTENSIVE USE OF GOOGLE ANALYTICS, LEADING TO INTERESTING CONCLUSIONS

8. APPLY, SUBSCRIBE, CANDIDATE:
During specific dates important for
submitting applications for Erasmus,
traffic triples.
ERASMUS DEADLINES
75% of searched keywords within the
website are related to application, form-
filling and candidacies
ANALYTICS
3X 75%

9. WHAT WE DID  Published more on the website;
 Published more on the social networks;
 Became more engaged with the users
(via mail, Q&A form)
 Created new features like forums etc.
ERASMUS DEADLINES
APPLY, SUBSCRIBE,
CANDIDATE:
SOLUTION
 Created a special section for candidacy
where users could find info straight away
 Now the pages from those sections have
a very good score and bring lots of traffic
on the website.

10. KEYWORDS
47% of our landing pages is constituted
by images and/or videos
LANDING PAGES
While searching on Google Images for
our keywords (i.e. Erasmus plus,
Erasmus+, Erasmus scholarship) our
website would rank top 20
ANALYTICS
47%
TOP
20

11. OPTIMIZE
CONTENT
 Provided description and relevant
titles for the images (by always using
description in alt attribute)
 Use on every image and video a
watermark with our URL
 Developed more original multimedia
content (images and video) as our
users were clearly interested in that
LANDING PAGE
KEYWORDS
SOLUTION

12. Engagement with users on other
Facebook groups, posts on other pages
Interactions with users who ask
questions on social media
High frequency of post rates around the
deadlines for Erasmus+ projects and other
deadlines for applications
Create more appealing icons for
social media on our websites
SOCIAL MEDIA
STRATEGY
IMPACT FACTORSTRATEGY

13. SPILLOVERS
FACEBOOKTRAFFIC INCREASE
BOUNCE RATE
SOCIAL MEDIA
The traffic on Erasmus+
website reached 50,000
visits per month
Over 10,000 likes on
Facebook
Over 30% of traffic comes
from social media (50%
around deadlines)
Bounce rate decreased to
40%
Increased traffic on our
NGO website and other
websites as well
RESULTS
ADWORDS
Obtained a Google NGO
Grant worth $10,000 per
month

14. Maria Gioga