smart-space –deliverable d.c.4.1 “social networks ... › ... ›...

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

Project Acronym: SMART-SPACEProject title: ASP478

D.C.4.1-2-3-4 “Social Network communication plan”

WP n°: C: “Communication”

Task n°: A.C.4 Digital Activities

Author(s): Eleonora Pantò

Contributors: NAMES TO BE INCLUDED

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)

Deliverable History

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This deliverable history should be removed from the document once it has been finalized. It can then be stored as a separate document on the server, next to the final version.

Version Date Status What’s new?

0.1 15.12.17

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List of contents

List of contents......................................................................................................................................................3

1. Introduction...............................................................................................................................................4

2. D.C.4.1 Social media plan.........................................................................................................................4

2.1 Analysis of beneficiaries and recipients.............................................................................................4

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

2.3 Planning of issues for the 1st year.......................................................................................................7

2.4 Monitoring indicators and tools.........................................................................................................8

3. D.C.4.2 Set-up of Social Profiles..............................................................................................................8

3.1 Set up of profile....................................................................................................................................8

Facebook Page.................................................................................................................................................8

Linkedin Profile..............................................................................................................................................9

Twitter Profile...............................................................................................................................................10

Other social media channels under consideration.....................................................................................11

3.2 Policies to manage profiles................................................................................................................11

3.3 Contribute contents...........................................................................................................................13

3.4 Planning issues & posts, monitoring outcomes...............................................................................13

3. D.C.4.3 Maintenance and update reports.............................................................................................13

4. D.C.4.4 Newsletter...................................................................................................................................13

4.1 Select contents from social media, convey in periodic newsletters profiled.................................13

4.2 Multiplier database of contacts.............................................................................................................14

4.3 Promotional campaigns....................................................................................................................14

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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. D.C.4.1 Social media plan

2.1Analysis 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

Psychographics

Looking for new opportunity allowing more efficiency

Networker

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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 and SMEs. As of the transnational character of the project we have to take into account the multilingual aspects of our communications.

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 – Smart Manufacturing, Digital Transformation, Digitizing SME, 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

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In order to find the right social media platform connected to our target, it’s important to know the demographics of different social media1

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 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

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

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.

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)

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

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

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

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/

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


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

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 it’s the social for professional connections rather than for social activities.

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 An average user spends 17 minutes monthly on LinkedIn

Following to this analysis, we 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 recipients2. Linkedin and Twitter - in order to reach the majority of beneficiary

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.

3. D.C.4.2 Set-up of Social Profiles

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3.1Set up of profile

Three different social media profiles were opened in the last part of the year. In the following the description.

Facebook Page

At the time of preparation of this plan, a Facebook page is being set up for Smart Space.

A page was chosen instead of a group at this stage as the main purpose is to promote and publicise what Smart Space is providing.

The possibility of buying advertising on Facebook will be discussed amongst the partnership to help promote the crucial phases (i.e. launch of the platform or pilots?) or other critical moments in the project.

The address of the FB Page was discussed and agreed within the SMT – unfortunately, there are already some other pages named simply “Smart Space” so the name is SMART SPACE INTERREG PROJECT - https://www.facebook.com/Smart-Space-Interreg-Project-118547895496982/

The objective of the FB page is to reach a larger European audience for disseminating the Smart Space main results, promote the platform and the pilots.

All PPs are invited in supporting the dissemination, through their institutional FB profile – if any – or personal if they like/agree, as the communication in this channel is mostly informal and friendly.

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https://www.facebook.com/Smart-Space-Interreg-Project-118547895496982/


Figure 1 the Facebook page

Linkedin Profile

At the time of preparation of this plan, a Linkedin profile is being set up for Smart Space.

A profile was chosen instead of a group at this stage as the main purpose is to promote and publicise what Smart Space is providing.

The address of this page is the following https://www.linkedin.com/company/smart-space-eu-project/

The objective of the Linkedin page is to reach a larger European audience for disseminating the Smart Space main results, promote the platform and the pilots.

All PPs are invited in supporting the dissemination, through their institutional Linkedin profile – if any – or personal if they like/agree.

The communication of this channel is professional and oriented to SMEs, Intermediaries Policy Makers.

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https://www.linkedin.com/company/smart-space-eu-project/


Figure 2 The Linkedin Profile

Twitter Profile

At the time of preparation of this plan, a Twitter profile is being set up for Smart Space.

The main purpose is to promote and publicise what Smart Space is providing.

The address of this profile is https://twitter.com/Eu_Smartspace

The objective of the Twitter account is to reach a larger European audience for disseminating the Smart Space main results, promote the platform and the pilots.

All PPs are invited in supporting the dissemination, through their institutional Twitter n profile – if any – or personal if they like/agree.

The communication of this channel is professional and oriented mostly to journalists and professionals in the sector.

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https://twitter.com/Eu_Smartspace


Figure 3 The Twitter account

Other social media channels under consideration

The following additional social media channels are also under discussion and listed here in terms of how they might be of use to the Smart Space dissemination campaign. An indication as to the expected level of time and effort each will take to launch is also given.

YouTube – considered useful for clips from Smart Space and as a way to generate interest by including interviews with the successful case. Expected a moderate level of resource investment to set up.

SlideShare – useful for gathering slides presented by partners in Smart Space related events. Expected a low level of resource investment to set up.

nstagram – useful for collecting all pictures associated with the project including partner meetings, presentations, and other images for use in the project. Expected low level of resource investment to set up.

3.2Policies to manage profiles

In order to guarantee the best results in terms of dissemination and community building, the following policy is shared among all the project partners.

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It is intended that the number of followers for the SmartSpace accounts on different profiles should grow in order to have a large audience for focused tweets related to the project’s activity

The project team will use the #SmartSpace hashtag to facilitate the aggregation of project-related mentions (crossing the different platform)

Analytics provided by the different platforms will be collected and used in project reports.

At the conclusion of the Smart Space project, the project management team should agree on what to do with the accounts (e.g. close down, agree on new owner, etc.)

At a later stage if we need to have a separate hashtag for, i.e. for the Digital Innovation Alpin HUB #DIHALP

There are several reasons why the team chose to set up separate Smart Space accounts rather than just using individual or organization project members’ channels. They are summarised as follows:

It will be difficult to address concerns if individuals or organizations on the Smart Space project make use of SM to post comments which other project team members find inappropriate, offensive or embarrassing.

It will be difficult, if not impossible, to make use of analytics for reporting purposes if the analytics is based on the diversity of interests from individual accounts.

Individuals and Organizations on the project team with existing strong SM communities should be involved in helping Smart Space to grow

SM will be used to communicate and publicise as an engagement and dissemination channel

The social media team will own collectively the @SmartSpace channels and access is shared.

This can be extended in the future to members who are interested in tweeting on the SmartSpace SM.

The official accounts will be used for the following:

Smart Space events or events about Smart Manufacturing; other significant activities or related content.

The main topics for SM are

all activities of the SmartSpace project, activities of the partners related to Smart manufacturing the Alpine Smart Manufacturing Context the international Smart Manufacturing.

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Posts should be limited to these topics. Official posts will be in a neutral tone of voice, which can be posted by any team member who is managing the SM accounts.

The SM IDs should be included in the title/further details slide for talks about Smart Space given by team members (for general questions).

3.3Contribute contents

All the partners are requested to send one news monthly to P04 who will define the correct strategy to publicise the content on the social media.

The partners are invited to communicate with some advance the participation in events related to the topics of the projects, papers and articles, video and other contents that could be useful to increase awareness and involve potential interested users on the topic of the smart manufacturing, and more specifically, on the smart manufacturing in the Alpine Space.

3.4Planning issues & posts, monitoring outcomes

Based on the contributions from partners and other news, events, for 2018 we aim to be able to publish 3 or 4 posts per month on Facebook / Twitter, and 1 or 2 posts per month on Linkedin; we plan to increase this periodicity in 2019.

3. D.C.4.3 Maintenance and update reports

P04 (CSP) will manage the feed of the social profile, based on the content provided by the WP leaders. Every partner in any case is welcome in providing contents: as Facebook provide multilingualism automatically, the partners could provide contents also in their own language.

4. D.C.4.4 Newsletter

4.1Select contents from social media, convey in periodic newsletters profiled

The partnership is committed to the preparation and release of its own bi-monthly newsletter activity aimed at Policymakers, Intermediaries, SME.

The first of these newsletters will be released in the February 2018 and will provide information in English about the project and what it is offering. It is part of the campaign aimed at all the three main audiences and will be sent to the dedicated database which is currently being built up.

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A bimonthly online conference will be set up with the WP Leaders in order to define the Summary of the newsletter. The call will be set up around the 20 of January, March, May, July, September, November in order to have the publication of the Newsletter for the 20 of February, April, June, August, October, December.

This newsletter will contain several sub-sections namely

The article of the month related to the Smart Manufacturing to be written by an invited author within or outside the project expected length 500 words plus images, those to be first invited include project partners and known experts in this area.

News items related to Smart Manufacturing on the news published on the project website

Report on Smart Space, progress and offer in terms of available tools, platform

Calendar with important dates related to Smart space

The targeted number of issues of these newsletters is 9 for all the project life.

To manage the Newsletter a free MailChimp account was set up.

4.2 Multiplier database of contacts

A key dissemination resource for Smart Space is a detailed and comprehensive multiplier database of contacts. This needs to distinguish between the different types of contacts the project has.

This is one of the resources that the project will build, starting for inviting people to subscribe the newsletter in order to stay updated with the project.

4.3Promotional campaigns

There are three sorts of promotional campaigns foreseen for Smart Space linked to the different target groups described already. Each type of campaign will use somewhat different channels and will operate in different timeframes.

Promotional campaign aimed at stakeholders and decision makers

The main message to be communicated in this campaign is a general one about Smart Space as a whole and what it is aiming to achieve.

This campaign will benefit from the project press-releases that will be issued and distributed via a mail-list using the contacts database describe elsewhere. This campaign will be conducted in English and will use press releases announcing major developments in the Smart Space project foreseen about every 6 months. It will be backed up by the project website and social media channels and will also try to involve other key agencies and projects, and the activities and dissemination opportunities provided by the Interreg Secretariat.

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Promotional campaign aimed at Intermediaries

This campaign will be launched in the second half of the project. It will be conducted largely in English. The consortium plans to use many of the professional networks to which they belong to reach out to institutions interested. Many of the partners are already active in networks where potentially interested institutional representatives gather and the conference series will be specifically targeted for this purpose.

A database of potentially interested institutions will be built and the channels foreseen to reach and engage with potentially interested people include workshops, publication of papers in relevant journals, conference presentations and direct mailings.

Promotional campaign aimed at SME

This campaign is a highly segmented one and will launch according to the platform will become available – foreseen in Spring 2018. Care in these campaigns will be taken to ensure those interested are given a direct and inviting access to the platform so that the visitor is only one click away from being involved in active participation. Accessibility standards will be respected, SEO will be applied as well as continuous logging and analytics to provide feedback to the media campaigns.

An important aspect will be the organisation of effective promotional campaigns: including web and social media campaigns, the use of traditional media outlets, providing flyers and other relevant print materials for distribution via local and regional players in incubators, accelerators.

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