use facebook metrics to grow your audience and get the media mix right - european commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Build it and they will come...

EUROPEAN COMMISSION

Directorate General for Interpretation

DG Interpretation solves its potential succession crisis in key languages through

awareness raising

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EUROPEAN COMMISSION

Directorate General for Interpretation

What does DG Interpretation do?

• Provide interpreters for the European Commission, the European Council, the Council of the Union and many other EU bodies and agencies (including the ECDC).

• Professional conference organizer for the Commission services (large scale conferences)

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

How big is DG Interpretation?

• 11,000 meeting-days per year• 150,000 interpreter-days• 580 conference interpreter staff• 220 support and management staff• 3,000 accredited freelance interpreters• Total cost: € 0.26 per citizen per year

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

Primary objective

• to help partner universities get more students of better quality to apply to interpretation courses which will lead to more and better output and, ultimately, more interpreters able to pass EU tests.

EUROPEAN COMMISSION

Directorate General for Interpretation

The audiences

• secondary school students• university students (also

graduates)• relatives• authorities

EUROPEAN COMMISSION

Directorate General for Interpretation

The messages

• language study is good for you• there are jobs in languages• there are jobs in Brussels• interpreting is a great career

EUROPEAN COMMISSION

Directorate General for Interpretation

The tools

• traditional and new media• social media• exhibitions• speaking tours• government relations• lobbying

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

Typology of postings

• INTE/EP news & events• SCIC/EC news and events• Language & job events• Interpreting news & events• Universities news & events• Europe news & events• Speeches & others online• Creatives• Job vacancies• News features

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

Most popular post types

• Language related creatives• Interviews with interpreters• Working conditions• Behind the scenes• Training or work opportunities

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

FB Friends nationalities (Status -February)

IT; 18%

GB; 14%

ES; 10%

FR; 8%BE; 7%

DE; 7%

GR; 4%SK; 3%

MK; 3%

PL; 3%US;3%

The rest (10 countries); 19%

EUROPEAN COMMISSION

Directorate General for Interpretation

EUROPEAN COMMISSION

Directorate General for Interpretation

Monthly Development of FR friends (Jan 10-15 Feb11)

168

374

802

442

484 491481

504 500

542

627654

640663

0

100

200

300

400

500

600

700

800

900

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

8% of friends on Interpreting for Europe are French

EUROPEAN COMMISSION

Directorate General for Interpretation

Crude metrics & results 2010

• YouTube - some 80,000 views• Facebook: added 8,000 fans• Twitter: 463 followers added• Europa website - +20,000 visits/mo

Impact on key universities• 25% - 140% increase in applications• Quality of candidates up

EUROPEAN COMMISSION

Directorate General for Interpretation

... It’s really about community building

EUROPEAN COMMISSION

Directorate General for Interpretation

Thank you