Communication strategyand social media

Katarzyna Walczyk-Matuszyk, IPPT PAN, NCP Poland

NCP_Academy M&E Workshop on Communication Strategy

Paris, 6 March 2017

Focus of the presentation

(1) How NCPs deal with communicationand social media? – basic data

(2) Case study Poland:

▪ Communication strategy as a process

▪ Examples, social media

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Communication strategy of NCPs

3

• Context based – national/ regional eco-system vs. NCP structure;

• Various models – ressources, institution’sstrategy;

• Various data – mapping excercise of NCPs’activities under the NCP_Academy;

IPP T PAN, 05.03.2017

Type of communication activities in NCPs

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Responsibility for communication in NCP organizations

5

Types of Social Media activities in NCP organisations

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Responsibilities for communication in Social Media

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Impact of social media on NCPs activities

?

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Poland – where are we?

9

6884

793

15.52%

16.32%

13.69%

11.93%

17.29%

16.52%

17.61%

15.66%

12.58%

16.46%

15.56%

13.04%

13.56%

15.68%

11.52%

13.45%

12.03%

10.03%

10.57%

10.43%

13.84%

14.23%

12.13%

11.41%11.85%

17.05%

11.73%

14.44%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Liczba uczestnictw we wnioskach Liczba uczestnictw w projektach GA Wsp. Sukcesu

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Target groups

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EU level: EC, EP, liason offices, regional offices, associations, NCP Networks….

NCPs

National/ Regional dimension: applicants, beneficiaries, partneringorganisations, lultiplicators, NCP network, regional and national

authorities, media etc../nIndustry, academia, individual researchers, NGOs, newcomers, etc..

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Challenges vs. communication goals

• Awarness on H2020 → new discurs & channels

• Branding at the national and EU level → improvments needed

• Clients → we should go for the best

• Weak internationalisation → make PolishR&I visible

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Facing challenges – reaching goals

• Consistency in branding and services

• New approach to traditional channels and tools

• Social media strategy

• Development of new tools

• Support of external communication experts

• Presence in media

• Use of existing partnerships

• Dissemination of PL success stories12IPP T PAN, 05.03.2017

Goals vs. KPIs

• Planning vs. ressources avaliable

• SMART and KISS (e.g. (i) set of promotionalmaterials, (ii) no. newsletter subscribers vs. %increase in time, (iii) implementation of new toolsetc.)

• Monitoring & lean approach

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• NCPs – clear role, tools and competencies;

• Communication unit – development and implementationof the communication strategy;

• External experts – professional marketing andcommunication services;

• Multiplicators – partners’ ressources

• H2020 Beneficiaries

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Ressources

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Designing of the process

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• Clear message and rules – why, how, what, who

• Expert support – hire/ subcontract

• Capacity building – trainings etc.

• Upgrade/ restructuring of traditional tools

• Development of new tools and channels

• Quality assesement & lean managment

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Results_multiplication

Conference of Rectors of Academic Schools in Poland

Polish Academy of Sciences

EEN, Agencies etc..

▪ Awarness raising on Horizon 2020

▪ Identifying the best scientists/research teams

▪ Partner search

▪ Development of grant offices

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Results_ internationalisation

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Results_awarness raising_media

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• Strategy for collaboration with media;

• Systematic approach – expert’ssupport, capacity building;

• Building links and network;

• Presentation of H2020 throughsuccess stories;

• Snow ball effect;

Results_awarness raising

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Crystal Brussels Prize

Results - social media

• It is not an easy job – strategy and ressources;

• Possibilities for quick and various communication;

• Source of data (type of clients, outreach);

• Easier access to target groups (Twitter – policy makersand influencers, industry; FB – young researchers,applicants and multipliers);

• Correlation: promotion via social media vs. interesst ofour clients;

• Risks – e.g. haters;

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Communication vs. companystrategy

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Communication Company strategy

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….Thank You

Katarzyna Walczyk-Matuszyk

Deputy DirectorNCP PolandTel.: +48 795 112 955E-mail: katarzyna.walczyk@kpk.gov.pl

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