project acronym: smart-space project title: asp478 · dissemination, contacting stakeholders and...

SMART-SPACE – Deliverable D.C.4.1 “Social networks communication action plan”

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Project Acronym: SMART-SPACE

Project title: ASP478

D.C.4.1 “Social networks communication action plan”

WP n°: C: “Communication”

Task n°: A.C.4 Digital Activities

Author(s): Eleonora Pantò

Contributors: Ales Pevc, Simona Knezevic, Marzia Morgantini

Type: R - Report

Dissemination level: <PU = public>

Revision: DRAFT 01

Due Date: 30.06.2017

Date of submission: Here the effective date of finalisation (with the quality approval)

Executive Summary


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Within the SMART SPACE project, the activity A.C.4 is aimed to promote digital

dissemination, contacting stakeholders and beneficiaries and pursuing interaction through

newsletters and social media campaign.

The Deliverable D.C.4.1 “Social networks communication action plan” includes analisys of

beneficiares and recipients, the selection of social media to be used and monitoring

indicators and tools.

List of contents

Executive Summary ........................................................................................................................................... 1

List of contents .................................................................................................................................................... 2

1. Introduction ............................................................................................................................................. 3

2. Social media plan .................................................................................................................................... 3

2.1 Analysis of beneficiaries and recipients ........................................................................................... 3

2.2 Selection of social media to be used.................................................................................................. 5

2.3 Planning of issues for the 1st year ....................................................................................................13

2.4 Monitoring indicators and tools ......................................................................................................13


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1. Introduction

The Smart Space team plan to use Social Media extensively during the project as described

in the Communication strategy (D.C.1.1) and that the project itself has a recognizable social

media presence.

A Social Media Team is defined in order to share the strategy and the management of the

profiles.

As in Smart Space, the partners in charge of Social Media are P4 and P9, the Social Media

Team (SMT) initially will be composed by Eleonora Pantò from P9 and Simona Vernon & Ales

Pevc from P4.

The people in the SMT access the profiles as managers. If any other PP is interested or

available to be part of the Social Media Team they could ask to get the access to the official

profiles of the project.

All the partners are requested to share, promote, like the profiles and the contents of the

official Smart Space profiles. In the following some indications for the PPs and the Social

Media Policy of the project.

2. Social media plan

2.1 Analysis of beneficiaries and recipients

A for the beneficiaries, when planning Social Media it’s useful to create a digital “persona” in

order to define the right contents and tone. In the following the profile of the digital

persona, we sketched for this plan.

Demographics

Gender: Male/Female

Age: 25 – 50

Marital Status: Single or married

Education: At least some college, college graduate

Geographic location: Alpine Regions in France, Italy, Switzerland, Austria,

Germany, Croatia, Slovenia


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Psychographics

Looking for new opportunity allowing more efficiency

Networker

Interested in innovation

Empowered, or desires to be so

Environmentally conscious

Socially conscious

Social media attitude

Active on at least two social media networks daily

Uses social media to talk about innovation and ICT weekly

Seeks out and/or shares opinions about innovation on social media at least 2-

3 times a month

Uses social media for research at least once a week

Uses social media or digital media to learn about current events at least 2 - 3

a week

As far as the recipients, we direct our communications to the three kinds of the audience

identified by the project:

Policymakers

Intermediaries

SMEs.

As of the transnational character of the project we have to take into account the

multilingual aspects of our communications.


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2.2 Selection of social media to be used

Social Media channels can play several different roles in support of the project. The most important objectives are:

Helping to identify and develop a community with interests in Smart Space activities

and topics related:

o Smart Manufacturing

o Digital Transformation

o Digitizing SME

o Alpine Space

Disseminating information about Smart Space activities;

Providing a mechanism whereby target communities can provide feedback to what

the Smart Space team are doing;

Specific communications channel before, during and after Smart Space activities;

Team building, by providing informal communications and sharing channel across

team members.

A demographics of social media

In order to find the right social media platform connected to our target, it’s important to

know the demographics of different social media.1

1 How to Find Social Media Audience for Your Business: From Demographics, All the Way to Which

Platforms to Use and What to Post https://revive.social/find-social-media-audience/

https://revive.social/find-social-media-audience/


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Figure 1 - Top 15 most popular social networking sites (Source: Dreamgrow)

Figure 2 – Effectiveness rating for B2B social media platforms (2016) (Source: Content Marketing Institute/MarketingProfs)


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Figure 3 - B2B use of social media sites (Source: Sophisticated Marketer’s Guide to LinkedIn)


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Facebook is the largest social media network in the world and has members from almost

every generation, but some demographics are more attracted to it than others.

Here are the most important Facebook statistics:

Facebook has 2.01 billion unique monthly visitors;

1,5 billion of users log into Facebook daily and are considered daily active users;

Facebook users are 53% female and 47% male;

75% of Facebook users spend 20+ minutes on Facebook every day;

83% of women who use social media use Facebook, versus 75% of men who use

social media;

63% of seniors aged 50-64 who use the internet are on Facebook, as well as 56% of

online seniors over 65.

As evident, Facebook is an essential social network to communicate with all types of users

interested in any kind of topic.

YouTube is the second largest social media network in the world, and it also has the power

of Google behind it.

YouTube has 1.3 billion unique visitors per month;

YouTube users are 38% female and 62% male;

YouTube reaches more 18-34 and 35-49-year-olds than any cable network in the US;

80% of YouTube users are outside the US.

For the objectives of the Smart Space project YouTube is not particularly useful, in addition

to requesting video content whose preparation is particularly onerous.

Instagram isn’t nearly as big as YouTube, but it is the fastest growing social media network,

and that growth shows no signs of stopping anytime soon.


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Instagram has 700 million unique visitors per month;

80% of Instagram users come from outside the US;

59% of internet users between 18 and 29 are on Instagram, along with 33% of

internet users between 30 and 49;

17% of teens say Instagram is the most important social media site (up from 12% in

2012).

Figure 4 - Distribution of Instagram users worldwide (Source: Statista)

Considering this statistical data, especially from the point of view of the age of its users

(“millennials” most of all), and the fact that as Smart Space we have not a particular visual

identity or high-impact images to bet on, Instagram is not a social network to invest on in

order to communicate the Smart Space contents or to get our targets involved.

Twitter has 328 million unique visitors per month. It’s a channel that can’t be ignored for

business, even if it is limited to 280 characters.

37% of Twitter users are 18-29; 25% are 30-49;

69 million Twitter users are based in the United States;

79% of Twitter users are based outside the United States;


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42% of Twitter users use the site daily;

100 millions of Twitter daily active users;

500 million people visit the Twitter site each month without logging in.

Figure 5 - Twitter's growth (2017) (Source: Statista)

Twitter is THE hub for trends and news and it is a good place to inform and show off the

Smart Space project initiatives.

Snapchat is currently the second fastest growing social network. It’s the most suitable

channels for teenagers.

over 300 million active users on Snapchat every month;

173 million people use Snapchat every day;

71% of Snapchat users are under 31 years old;

45% of Snapchat users are 18-24 years old.


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Most of the considerations made for Instagram are also valid for Snapchat, especially those

relating to the age of the users. Snapchat is not a social network useful for the Smart Space

project.

Pinterest it’s a fast-growing social with around 150 millions of users, it’s the best choice for

visual communications, great for business connected with photo.

81% of Pinterest users are women;

40% of new signups are men; 69% are women;

the median age of a Pinterest user is 40, but most active users are under 40;

60% of Pinterest users are from the US.

LinkedIn is the social for professional connections rather than for social activities.

LinkedIn has now 630 million of users;

the percentage of monthly active users on LinkedIn is 48,1%;

2 million posts, articles and videos are published on LinkedIn every day;

40 million college students and recent graduates are on LinkedIn;

70% of LinkedIn users are from outside the US;

44% of LinkedIn users make more than $75,000 per year;

there are 87 million Millennials on LinkedIn with 11 million in decision-making

positions

An average user spends 17 minutes monthly on LinkedIn

LinkedIn is the #1 channel B2B marketers use to distribute content at 94%.


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Figure 6 - LinkedIn's growth (2016) (Source: Statista)

Following to this analysis, the Smart Space Social Media Team decided to focus on three

social media channels, also with relation to the digital persona we sketched:

1. Facebook – in order to reach the majority of recipients

2. LinkedIn and Twitter - in order to reach the majority of beneficiary


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2.3 Planning of issues for the 1st year

In the 1st year, the activity was devoted to complete the analysis phase and we didn’t have

produced many contents to share with our audience.

Our first public event was the Thematic Workshop in Turin in September and the use the

social media channels to spread some info about it.

In the second year, we plan to have a more continuously production of contents related to

events and tools.

2.4 Monitoring indicators and tools

In order to monitor the activity on the Social Media, we will use the analytics produced by

the different platform (Facebook, Twitter and Linkedin) and a monthly report will be shared

among the partners.

project acronym: smart-space project title: asp478 · dissemination, contacting stakeholders and...

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