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Directorate-General Communication and Information - COMM
Directorate Media and Communication
Council of the European Union
General Secretariat
Advisor to the Director for Media and Communication
Alexandra Ekkelenkamp
Build your social media strategy Taking your next steps
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Why social media?
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Why social media?
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Media use in the EU
Source: Media use in the European Union, Standard Eurobarometer 88 (Autumn 2017)
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4 in 10 Europeans use social media daily
Source: Media use in the European Union, Standard Eurobarometer 88 (Autumn 2017)
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Social media platforms – users (global)
45% of the world’s population are now social media users (that’s 3.5 billion people)
2.2 bln MAU Emotions, friendships. Videos & images, live engagement Everybody
330 mln MAU News, 2nd screen (TV), live events Influencers
187 mln DAU Mobile only, ephemeral, vertical video Very young demographic
250 mln MAU Professional network Experts, influencers
1.5 bln MAU Viral videos, live streams, vlogs, documentaries Everybody
1 bln MAU Mobile first, image driven Younger demographic (300 mln DAU IG stories)
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Twiplomacy: how
governments and
world leaders use
Twitter (and other
social media).
Worldwide, only 6
countries are not
on Twitter (Laos,
Mauritania,
Nicaragua, North
Korea, Swaziland,
Turkmenistan)
source:
https://twiplomacy.c
om/blog/twiplomacy
-study-2018/
Twiplomacy
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Do you need a social media strategy?
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Our strategy
3 pillars:
1. increasing the impact of
our communication
activities
2. mainstreaming
communications
3. cultivate continuous
innovation
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The Council on social media
• Hard news, human touch. Reliable & Real-time.
• Live and visual: Facebook Live, live tweets, Instagram stories
• Information to press, academics, experts, interested EU citizens
• Accessible: answering questions, “behind the scenes” of the Council
• @eucouncil on Twitter, Facebook, Instagram, YouTube, LinkedIn
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What does success look like?
Creative
Strategic
User-centric
Data-driven
Flexible & fast
Innovative & adaptive
Optimised for impact
Supported by all
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• Social media integrated in your overall strategy
• Strong core team (specialist vs. hybrid profiles)
• Strong content pipeline (capacity, innovation, flexible)
• Lean sign-off structure (trust + freedom)
• Top-level buy-in (champions)
• Social listening (intelligence + community management)
• Social analysis (KPIs that make sense)
• Continuous optimisation (experiment + measure)
• Social media advertising (paid)
• Staff as ambassadors (invest in skills, training)
What do you need for success?
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Social media: 2019 and beyond
• Mobile first
• Video video video
• Live (video & engagement)
• Paid social media ads
• Dealing with “fake”
• Fighting the filter bubble
• Influencers & multipliers
• Creativity & authenticity
• 360? VR? AI? Bots?
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Further reading
Mashable, Business Insider, Tech crunch, The Next Web, Social Bakers, We Are
Social, Buffer
Digital in 2019 (We Are Social, 2019)
https://wearesocial.com/global-digital-report-2019
Twiplomacy Study 2018 (Burson-Marsteller, July 2018)
https://twiplomacy.com/blog/twiplomacy-study-2018/
State of Digital Diplomacy 2017
http://www.sodd16.com/
Glocalities report: why elites are failing and people revolt (Motivaction 2017)
https://www.glocalities.com/reports/trump.html
Media use in the European Union (Eurobarometer 88, Autumn 2017)
https://ec.europa.eu/commfrontoffice/publicopinion/index.cfm/ResultDoc/download/Docume
ntKy/82786
The European Political Twitter sphere (GfK/Vienna University, June 2014)
http://www.gfk.com/Documents/whitepaper/EuroTwittersphere_FINAL.pdf
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Stay in touch
Alexandra Ekkelenkamp Advisor to Director Media & Communications
@alexekkelenkamp [email protected]