session 1: gary shochat (pau) the basics of setting up a web strategy and communication action plan...

The basics of setting up a web strategy and communication action plan for an LLP project

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

In today’s session:

• Why should I create and implement a web strategy for my LLP

project?

• What channels, platforms and tools should I use and why?

• The basics of setting a web strategy

• The basics of a online communication action

• Integrating different Channels (Web & Social Media)

• Frequent issues and questions for LLP projects

It can help you to achieve:

• Dissemination.

• Visibility.

• Exploitation and sustainability.

• Re-use of project activities in new contexts (provided

that copyright issues are acknowledged).

Why is a web strategy needed?

Isn’t having a simple website enough?

Let’s look at some Statistics…

Out of the online adult users of the internet, how many use social media?

ANSWER: 91% !!

How much time do people spend on Google per month in comparison with

Facebook?

ANSWER: People spend TWICE as much time on

Facebook!!

Research on the internet:

• 50% google

• 50% ‘in parallel’, through social media and

thematic portals

Promotion on the web is a cross-channel , cross-platform effort

Where do I start?

• WHO? What is my audience? – Identify Target

• WHY? what is my plan of action? – Set Goals

• WHAT? what tools + channels + content (messages) will I use and how are they combined?

- Choose Tactics

• HOW? how will I measure success?

– Define indicators and target metrics

Defining your target audience

Be as specific as you can! This will determine:

• content

• look and feel

• Channel selection

Defining your Goals

How does your website or SMS benefit your target user’s needs?

Think: What could users do?

Benchmark

Be Creative!

Some possible goals

Q: I set up a website and I have a frequently updated blog, I hardly have any resources left for the task so do I really need to use social media?

ANSWER: 22.5% !!

Yes, you need social media because its sticky!

Corporate vs. Participative

People use social networks and dedicated professional portals

and hubs to communicate; harness their strength to disseminate and fortify your position and THEN by bringing them to your

website.

What tools can I use? 1. social networking sites; (e.g. Facebook, LinkedIn, Ning) 2. Blogs 3. microblogging tools; (e.g. Twitter) 4. presentation repositories (e.g. Slideshare) 5. video sharing tools; (e.g. YouTube, Vimeo) 6. social bookmarking applications; (e.g. Diigo, del.ici.ous) 7. web 2.0 picture repositories (e.g. Picasa, Flickr) 8. RSS feeds One extra application considered useful to LLP projects: 9. shared web 2.0 public libraries (e.g. Mendeley). Two more features enhancing SM presence 10. easy sharing services (e.g. the “Add this” button) 11. SM Widgets

Detailed action plan

• Brainstorm…check budget…brainstorm…check budget (repeat till you are either satisfied or project ended)

Target audience Goal Task Resources Timeline and

frequency

Monitoring

mechanisms Human:

partner(s)

Material:

channels

Teachers Interact with target audience/ Receive feedback on a recently finished study

Enhance conversation on the project’s Facebook Page fueled by Facebook posts and tweets

- All partners (or partner X) - Facebook wall and Twitter

Two months starting from (yyyy.mm.dd) Once a week

Activity of the FB wall documented from the inbuilt Facebook insights

Your key to web strategy happiness:

FLEXIBILITY !!

When should I launch my online presence?

Website or Social Media first?

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!

* A Social Media Action Plan is beyond ‘importing’ messages into a new media, it’s about creating dialogue, with NEW methods

and new messages.

What: 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, google+,

• High visual impact and easy sharing – video & images

Web vs. Social

Shake, Stir & be flexible

• BLEND

• Mix: include different media channels and formats

• Look for synergies EVERYWHERE!

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

Tactics, tools and integration of web & SM

• Establish presence

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

and professional communities, identify hashtags and topics, identify influencers.

• Collect and curate content

• Publish

• Promote and Communicate

Example: http://www.erscharter.eu/

Some ideas for 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: 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: ‘Don’t just feed the beast, create better content!’…more lessons:

– On social media: Be Personal!

– On website: be usable and clear.

– Mystery and controversy get people to look, discuss and respond

– Measure continuously,

– 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. Budget – use simple tools and dynamics

2. Skills – personal added value

3. Language – bring multilingualism to surface

4. Reaching users – Specify target, locate active channels, engage, expand network

Thank you!

http://www.web2llp.eu/

@Web2LLP

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