Overview of the webinar

• Maxime Bineau Social Media as part of your ECI communication strategy

• Jean-Christophe Saintenoy How to develop a successful ECI website ?

Social Media as part of your ECI communication strategy

Social Media as part of your ECI communication strategy

• The 2019 Social Media updates • Running an ECI campaign on Social Media in 2020 • Good practices from previous ECIs

The 2019 Social Media updates

The 2019 Social Media updates

Facebook

• Political ads

• Become an authorised advertiser

• Disclaimer, ad-set, targeting

The 2019 Social Media updates

Twitter

• Political content vs Cause-based advertizing

• Become certified

• Restricted targeting, no political content

Running an ECI campaign on Social Media in 2020

Running an ECI campaign on Social Media in 2020

Ground your message

• Be consistent

• Be knowledgeable

• Be relatable

Running an ECI campaign on Social Media in 2020

Show your visual style

• Craft your image

• Draw attention

• Show your activities

Running an ECI campaign on Social Media in 2020

Make the best of your network

• Build relationships

• Get in touch with influencers

• Broaden your appeal

Good practices from previous ECIs

Good practices from previous ECIs

Minority Pack

• Languages and local approach

Good practices from previous ECIs

EndTheCageAge

• Clear call to action

Good practices from previous ECIs

Right2Water

• Have a strong voice

Thank you for your attention!

Questions?

The 2019 Social Media updates Facebook list of social issues : https://www.facebook.com/business/help/214754279118974?id=288762101909005) Be authorized on Facebook: https://www.facebook.com/business/help/208949576550051?id=288762101909005 Twitter Political content: https://business.twitter.com/en/help/ads-policies/prohibited-content-policies/political-content.html Twitter Cause-based Advertisements https://business.twitter.com/en/help/ads-policies/restricted-content-policies/cause-based-advertising.html Be certified for Twitter Political content https://business.twitter.com/en/help/ads-policies/restricted-content-policies/political-content/how-to-get-certified.html Be certified for Twitter Cause-based Advertisements https://business.twitter.com/en/help/ads-policies/restricted-content-policies/cause-based-advertising/cause-based-certification1.html Running an ECI campaign on Social Media in 2020 Canva https://www.canva.com/ Trello https://trello.com/ Slack https://slack.com/ Good practices from previous ECIs Minority SafePack ECI http://www.minority-safepack.eu/ EndTheCageAge ECI https://www.endthecageage.eu/ Right2Water ECI https://www.right2water.eu/

How to develop a successful ECI website ?

• Jean-Christophe Saintenoy • Expert in websites, online application and

mobile • Head of Digital Media @ ESN • Helping develop EC digital presence

We’ll talk about

• User journey • Site features • Design • Technical aspects • Case studies

User journey

• The complete process from rising citizen’s awareness to the registration of a vote

• VS considering standalone website

Conversion process

Social media

• Smooth transfer from Social media campaign to the website

• Consistent experience (design, content) • Extension of the story

Google

• Citizens who – Don’t know about you but support your cause – Heard about you and try to find you

• How to catch them ? – Don’ push heavy content – Try to figure how citizens will search (terms)

Others

• Direct access (type URL) • Partner websites (backlinks) • Events (direct conversion) • Press

Landing page

• A single page • Slogan • Small introduction: who and why • Detailed information with references • Network

Voting page

• Vote • What’s next • Subscribe (keep me updated) • Share your experience (multipliers)

Site features

• Landing page – A slogan (5 words) – An introduction text (4 lines): who and why – A meaningful picture (background) – Call to action button: « Vote now » – Additional information (full texts, network etc.)

Site features

• Voting page – Registration form (local or external) – GDPR compliance – Share experience – What’s next

Site features (GDPR)

Site features

• Mobile friendliness – Responsive design – Works perfectly on smartphones and tablets – Respect mobile paradigms – Loads quickly (conversion)

Site features

• Multilingualism – When possible, translate – Machine translation (inform users)

Design

• Simple, pure design • Respect UX principles + graphic design • Create emotion using pictures • Short messages • Call to action buttons • Avoid flat, text-heavy pages

Technical

• Domain name – Reflects your slogan – Contains search terms – Preferably .eu – Short, easy to remember – Check availability !

Technical

• Performance – Don’t underestimate your success – Ensure that page load fast – Caching, CDN (content delivery network) – Users go back when pages load slowly – Scale your servers accordingly – Test on load

Technical: SEO

• Make sure that Google finds you ! • Analyse search terms • Implement the right terms in the right tags • Use semantic HTML • Quality of the content • Short pages

Technical: SEO

Technical: SMO

• Ensure that shares from your site display properly

• Open Graph meta tags • Mobile friendliness

Technical: SMO

Technical

• Platforms – WordPress – Drupal – Wix – Static HTML

Case studies

Case studies

Case studies