gary shochat - pau education - web strategy and communication action plan for llp projects - part 2

The basics of setting up a web strategy and communication

action plan for an LLP project – PART 2

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 P.A.U Education

When should I launch my online presence?

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!

Social media presence can be established before a website

BUT Only after a communication action

plan has been established!

Web vs. Social

• Social media is beyond ‘importing’ dissemination methods and messages into a new media, it’s a tool for dialogue with

NEW methods and new messages.

Shake, Stir & be flexible • BLEND

• Mix

• Look for synergies EVERYWHERE!

• Remember: SM and WEBSITES need to be ‘alive’ in order to do the work

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

• High visual impact and easy sharing – video & images

Tactics, tools and integration of web & SM

• Establish presence: www.erscharter.eu

• Listen: Go where your audience is already, join networks

and professional communities, identify hashtags and topics, identify influencers. https://twitter.com/ERSCharter

• Collect and curate content

• Publish http://www.erscharter.eu/inaction/blog/list

• Promote and Communicate http://www.causes.com/actions/1679061-no-more-victims-on-the-roads

Quick Quiz to help us figure out the MOST IMPORTANT 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….

ANSWER: Instagram

Lesson # 1: 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

ANSWER: A blog

Lesson # 2: ‘Don’t just feed the beast, create better content!’

Q3: Who is Jason Collins and why is EVERYONE tweeting about him?

ANSWER: The first active NBA player to come out as gay

Lesson # 2: Mystery and controversy get people to look, discuss and respond

Remember…

On social media: Be Personal!

On website: be usable and clear.

Measure continuously, Publish and ‘republish’ content, Display content in various formats across various platforms.

Link platform to SM (bi-directional)

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.

Possible answers to frequently occurring situations (or problems) 1. “We have no extra days to allocate to

dissemination through social media”

2. “We don’t have the skills to cope with a WS containing social media”

3. “The project operates in many languages and we don’t know how to cope with the multilingual aspect of social media”

4. “Although we want to use SM, we don’t know how to make users interested in our project”

Case #1“We have no extra days to allocate to dissemination through social media”

Benefit from social media dynamics (although

you shouldn’t expect SM to work only on their own)

Create an RSS feed

Embed an AddThis plugin/ share buttons in your page

Case #2:”The partnership doesn’t have the skills to cope with a web strategy built

on social media”

• Get your project partners to see the added

value of SM applications in their own context…how important is social media for their professional ties, for their colleagues and peers and for expanding their reach?

Case #3: How do we cope with the multilingual dimension of the project through social media?

(case typical in networks)

Bring into surface the multilingual dimension of your project

Case #4:” I’d like to use SM but don’t know how to get the public interested in the project

Specify your target group (“the general public is not a target group”) ;

go and meet it through social networks=> locate niches where your target group is active (FB groups, pages, LinkedIn groups, etc.)

Engage with your target group Create opportunities for engagement on Twitter: Follow peer experts Follow people who follow you Reply to your followers/show interest in what they do

Thank you!

http://www.web2llp.eu/

@Web2LLP

http://groups.diigo.com/group/web2llp