The document discusses trends in communication and stakeholder engagement. It provides examples of how organizations can map stakeholders and engage them through various communication channels like events, social media, and storytelling. It also presents two case studies of how the European Training Foundation used these techniques to successfully promote conferences and engage new audiences online.

1. COMMUNICATION Latest trends and case studies Silvia Cambié Marc Wright

2. Introductions

4. What’s going on in the world of communications? From content creation to relationship management The rise of the new stakeholder The social media revolution

5. A new type of communication Pre Web 2.0 Controlled & Structured Access Trust in Corporate World Text before Pictures Interact/Network Knowledge is Power Post Web 2.0 Instant Multiple Access Emphasis on Governance Pictures, Sound and Video before Text Interact/Network simultaneously with Many Power is Knowledge Shared

6. Shift from content creation to relationship management Instead of controlling the message, inspire the public to spread the message Become part of the culture of a network and use it as multiplier

7. LET’S HAVE COFFEE…

10. How do you start? Stakeholder mapping A comprehensive review of the different players that have an influence on your reputation and success

11. Stakeholder Mapping Primary stakeholders Social Donors & investors Employees Sponsors & business partners Local communities Non-social Natural environment Future generations Secondary stakeholders Social Government & regulators NGOs & civil society Media Academia Non-social Environmental pressure groups Animal-welfare organisations

12. Example: Campaign for Program against Gender Based Violence Events Publications Advertising Media Relations Academic Research Social Media

13. Primary Stakeholders - Social Donors Creativity & innovation ROI Accountability Visibility Employees Professional development Exposure to new ideas

14. Primary Stakeholders - Social Sponsors Visibility Alignment of messages with their goals Innovative approach Local Communities Partnerships Outreach to social services, training centers and universities

15. Primary Stakeholders Non-Social The Natural Environment Waste disposal Transport Future Proofing Geo-political pressure Developments in neighbouring countries Changes in priorities

16. Secondary Stakeholders - Social Government Partnerships Professional management of programs Censorship Nepotism & corruption NGOs & civil society Partnerships & access to information Support of their agendas Encourage innovation Strengthen community links

17. Secondary Stakeholders - Social Media Stories about social problems sell newspapers Want stories about new problems and their context (local angle, how do they relate to the political situation in the country; etc.) Blogs and other social media platforms Academia Partnerships Exposure Support of their research

18. Secondary Stakeholders - Non-Social Environmental pressure groups Is your sponsor polluting the environment? What is your business partner’s approach to environmental sustainability? Animal welfare organisations Is your sponsor involved in compromising wildlife?

21. Secondary Stakeholders - Non-Social Environmental pressure groups Is your sponsor polluting the environment? What is your business partner’s approach to environmental sustainability? Animal welfare organisations Is your sponsor involved in testing on animals?

23. Storytelling S omething T hey A ll R emember

24. Emotional Journey

28. The Internet Revolution

29. A Smarter Web New generation of web technology Web 1.0 = first generation of the commercial internet, dominated by content only marginally interactive Web 2.0 = characterised by features like blogs, social networks (social media) added a new layer of interactivity Source: Technology Review – March/April 2007

30. Web 2.0: A State of Mind “ The w eb has become the way for humanity to interact. “ “ The w eb is connecting humanity. It is not about connections between sites.” “ If you want to create something on the web, you have to create an environment of trust.” Tim Berners-Lee Inventor of the World Wide Web

31. Source: http://www.techcast.org/forecastchart.aspx

32. “ Networks are replacing the individual as the base unit of communication” Mark Comerford @markmedia

34. CASE STUDY 1

36. The Challenge Reach out to new audiences beyond ETF’s traditional partners in gov Gain access to voices on the ground Engage online influencers on their own terms

37. The Opportunity Extend duration and impact of two major conferences Add online dimension to event organised on International Women’s Day Tap into networks of online influencers Convince senior management of advantages of social media Position ETF as Web 2.0 champion

38. Women & Work Turin, 7-8 March 2010

39. WOMEN 80% of purchase decisions worldwide made by women Fastest growing segment on Facebook are 55-65-year-old females 60% of university graduates in EU are women – but still earn in average 18% less than men

40. Virtual Community on NING

41. Twitter

42. The Group 22 women bloggers and writers From EU Partner Countries: Armenia, Azerbaijan, BiH, Croatia, Egypt, Georgia, Jordan, Lebanon, Russia, Tunisia and more Key characteristics Committed to the issues Established regional following Would benefit from exposure and visibility

48. Moving from online to face to face Pre-conference workshop Created 3 videos on ETF’s key areas of intervention and uploaded to YouTube

49. International Women’s Day 8th March, Torino

53. Article in Turkish Press

54. Same Content Reprinted in Armenian Press

55. “… we all had something in common besides being mostly women… The commonality was that social media had brought us together.” Rose Deniz Turkey

56. CASE STUDY 2

57. Promoting Social Inclusion Brussels, 2-3 December 2010

65. Challenges encountered during the project Working with 30 countries and different degrees of social media literacy and take-up Gap between policy makers and digital grass-root influencers Building ETF social media presence from scratch Reluctance by some ETF staff to use social media

66. Outcomes Live stream of “Promoting Social Inclusion” viewed more than 900x. 6x actual participation rate of ETF conferences . More than total number of all participants in one single year. Online participation by 900 people saved ETF € 900,000 (5% of annual budget) Key ETF staff members began using social media and interacting with online audiences. ETF comms team invited to present at annual gathering of EU agencies head of comms. ETF web master invited to present at annual gathering of EU agencies’ web masters.

67. Lessons Learned It’s all about the network…. Build your network first Interact actively with public before asking for their support Demonstrate commitment to the network and nurture relationships (leave comments on blogs, answer questions on FB, etc.) Use network to conduct online conversations about your event/project and to promote your ideas/conferences Don't drop the connection when the project is finished Continue the conversation and capitalise on your network for future projects

69. Social media personality types you should reach The sharer: This person is constantly sharing your links, retweeting your messages and posting your news on their social networks. The reader: people who genuinely take interest in what you have to say and regularly read the information to which you link. The Maven: a respected subject expert e.g. Seth Godin, Malcolm Gladwell

70. Social media personality types you should reach The commenter: these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation. The word-of-mouther: you need to target the ones who then spread the word by mouth to their non-web savvy friends. The power holder: In order to achieve a reaction you need to target the change makers and people of power.

71. What will you take from today?

72. Silvia Cambié [email_address] www.chandacom.com @xculture Marc Wright [email_address] www.simply-communicate.com @simplygroup