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Web2LLP	
  Workshop,	
  8th	
  November	
  2013	
  
Using	
  Social	
  Media	
  to	
  Foster	
  Collabora4ve	
  Work	
  in	
  
Mul4-­‐Disciplinary	
  Cross-­‐Border	
  Projects	
  

Web Strategy:
Magic Formula For Success? 

	
  
	
  

	
  
Ju	
  Youn	
  SONG	
  
Interdisciplinary	
  Centre	
  for	
  Security,	
  Reliability	
  and	
  Trust	
  (SnT)	
  	
  
University	
  of	
  Luxembourg	
  	
  
This	
  project	
  was	
  financed	
  with	
  the	
  support	
  of	
  the	
  European	
  Commission.	
  This	
  publica:on	
  is	
  the	
  sole	
  responsibility	
  of	
  the	
  
author	
  	
  and	
  the	
  Commission	
  is	
  not	
  responsible	
  for	
  any	
  use	
  that	
  may	
  be	
  made	
  of	
  the	
  informa:on	
  contained	
  therein.	
  
Projects	
  &	
  social	
  media	
  that	
  I’m	
  involved	
  in	
  
DICA-­‐lab	
  	
  Research	
  on	
  Development	
  and	
  Interac:ons	
  
within	
  cyber-­‐physical	
  ac:vity	
  systems	
  

sciPADS	
  

sciPADs	
  	
  Crea:ve	
  inquiry	
  through	
  iPads	
  and	
  Cloud	
  
Learning	
  in	
  elementary	
  science	
  
hWp://dica-­‐lab.org/scipads	
  
Web2LLP	
  	
  Improving	
  Internet	
  strategies	
  and	
  
	
  social	
  media	
  presence	
  of	
  LLP	
  projects	
  
hWp://www.web2llp.eu/	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  LS6	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  hWp://www.ls6.eu	
  
Web	
  strategy:	
  magic	
  formula	
  for	
  success?	
  
A	
  web	
  strategy	
  is	
  
“a	
  mechanism	
  that	
  iden:fies	
  	
  
your	
  dissemina4on	
  goals	
  and	
  	
  
your	
  target	
  group(s),	
  	
  
related	
  to	
  your	
  unique	
  context	
  of	
  ac:vity,	
  	
  
with	
  the	
  aim	
  of	
  
crea4ng	
  a	
  road	
  map	
  	
  
of	
  how	
  to	
  best	
  leverage	
  Internet	
  technologies	
  
to	
  reach	
  your	
  goals”	
  (Milola	
  et	
  al.,	
  2012)	
  

AND	
  	
  
THEN…	
  
Opportuni4es	
  
Web2.0	
  	
  

	
  	
  	
  	
  Architectures	
  of	
  Par:cipa:on	
  

Technology	
  	
  
Mediated	
  Conversa4ons	
  

Social	
  media	
  

	
  	
  	
  	
  Art	
  of	
  Conversa:on	
  

	
  
O’Reilly	
  (2005),	
  What	
  Is	
  Web	
  2.0	
  
Solis	
  (2008),	
  The	
  conversa?on	
  map	
  
Our	
  target	
  groups:	
  where	
  are	
  they?	
  
2012	
  

hBp://info.brandprotect.com/Blog/bid/
81242/2012-­‐TwiBer-­‐Facts-­‐and-­‐Stats-­‐
INFOGRAPHIC	
  

hBp://www.insidefacebook.com/2012/02/01/facebook-­‐
claims-­‐845m-­‐users-­‐425m-­‐on-­‐mobile/	
  
 Our	
  projects:	
  where	
  are	
  we?	
  
Desktop	
  study	
  (Song	
  &	
  Zourou,	
  2012)	
  
Out	
  of	
  289	
  LLP	
  projects	
  selected	
  for	
  funding	
  2010	
  
	
  	
  focused	
  on	
  random	
  150	
  LLP	
  projects	
  
Results	
  

	
  
	
  

Website	
  
	
  139	
  out	
  of	
  150	
  
	
  
	
  

	
  
Twi6er	
  
23	
  out	
  of	
  150	
  
	
  
	
  
	
  
	
  

Social	
  networking	
  sites	
  
	
  47	
  out	
  of	
  150	
  
	
  
	
  
	
  
	
  
	
  
	
  
Media	
  sharing	
  sites	
  
12	
  out	
  of	
  150	
  
	
  
	
  
	
  
	
  
	
  
Overview	
  
Web	
  1.0	
  
Sta:c	
  web,	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Connect	
  informa:on	
  

Web	
  2.0	
  

Web	
  3.0	
  

Social	
  web,	
  	
  	
  	
  
Connect	
  people	
  

Seman:c	
  web,	
  
Connect	
  knowledge	
  

Need	
  to	
  take	
  a	
  big	
  jump	
  	
  
Web	
  strategy:	
  magic	
  formula	
  for	
  success…	
  
Web	
  strategy	
  
A	
  successful	
  road	
  map	
  	
  
	
  
	
  
	
  	
  

AND	
  
NOW…	
  
Enhancing	
  your	
  project	
  online	
  presence	
  

1 2 3
	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Planning	
  

	
  	
  	
  	
  	
  	
  	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Engaging	
  

	
  	
  	
  	
  	
  	
  	
  
Measuring	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

By	
  integra4ng	
  web	
  strategy	
  to	
  your	
  project	
  plan	
   	
  	
  	
  	
  	
  	
  
	
  
Planning	
  in	
  advance	
  

1

The	
  
objec:ve	
  

	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Analyse	
  

Ac:vi:es	
  

The	
  target	
  
group	
  

	
  By	
  analysing	
  objec4ves,	
  target	
  groups	
  and	
  ac4vi4es	
  of	
  your	
  project	
   	
  	
  	
  	
  	
  	
  
	
  
Planning	
  in	
  advance	
  but	
  be	
  flexible	
  
#	
  

1
	
  	
  	
  	
  	
  	
  	
  	
  
	
  Map	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

	
  

	
  

	
  By	
  mapping	
  you	
  and	
  your	
  partners’	
  exper4se	
  and	
  resources:	
   	
  	
  	
  	
  	
  	
  

exis4ng	
  network(s),	
  publica4on(s),	
  website(s),	
  conference(s)	
  and	
  social	
  media(s)	
  	
  
Select	
  what	
  is	
  the	
  best	
  …	
  

1

	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Select	
  	
  

Budget	
  	
  

Human	
  
factors	
  

Tool(s)	
  

Web	
  strategy	
  plan	
  
	
  By	
  selec4ng	
  the	
  most	
  effec4ve	
  and	
  efficient	
  tool(s)	
  	
   	
  	
  	
  	
  	
  	
  
Connec4ng	
  networks	
  

2
	
  	
  	
  	
  	
  	
  	
  

Create	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
&	
  
Share	
  

Make	
  social	
  media	
  more	
  visible	
  
Make	
  your	
  content	
  more	
  
shareable	
  
v  Nicely	
  edited	
  content	
  

v  Visible	
  social	
  media	
  
icon	
  	
  	
  
Project	
  
Website	
  

v  Visible	
  social	
  plugin	
  
“Add	
  this”	
  	
  	
  

v  AWrac:ve	
  visual	
  
content	
  
	
  (pictures,	
  images	
  or	
  	
  
	
  	
  embedded	
  videos)	
  

	
  By	
  crea4ng	
  value-­‐added	
  content	
  and	
  sharing	
  it	
  effec4vely	
   	
  	
  	
  	
  	
  	
  
Engaging	
  people,	
  crea4ng	
  conversa4on	
  	
  	
  

2
	
  	
  	
  	
  	
  	
  	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Engage	
  	
  
	
  

v  Pos4ng	
  regularly	
  
Social	
  media	
  management	
  tools	
  to	
  manage	
  	
  
several	
  social	
  media	
  accounts	
  	
  
	
  
v  Engaging	
  conversa4on	
  
	
  
Like	
  the	
  people	
  who	
  share	
  your	
  posts	
  
Like	
  the	
  Facebook	
  page	
  that	
  share	
  your	
  posts	
  	
  
	
  
	
  
Tweet	
  back	
  
	
  
Give	
  a	
  credit	
  
	
  
	
  

	
  By	
  engaging	
  people	
  more	
  ac4vely,	
  crea4ng	
  conversa4on	
  	
  	
  	
  	
  	
  	
  	
  	
  
Looking	
  beyond	
  numbers,	
  measuring	
  impact	
  	
  

3

Monitor	
  social	
  media	
  
impact	
  regularly	
  	
  

v  	
  Not	
  the	
  final	
  product	
  

Measuring	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

Review	
  key	
  outcome	
  in	
  
integra4ng	
  social	
  
media	
  
v  Not	
  	
  simple	
  followers,	
  
but	
  who	
  follow	
  you	
  with	
  
ac?ons	
  

	
  
Iden4fy	
  indicators	
  

v  Number	
  of	
  visitors	
  
v  Most	
  visited	
  items	
  

	
  

Use	
  some	
  analy4c	
  tools	
  
v  In-­‐built	
  tools	
  
Facebook	
  insight	
  
v  Analy:c	
  tools	
  

	
  By	
  monitoring	
  the	
  stream	
  of	
  social	
  media	
  regularly	
   	
  	
  	
  	
  	
  	
  
	
  	
  	
  
Web	
  strategy:	
  magic	
  formula	
  for	
  success!	
  
Thoughjul	
  
Planning	
  

Smart	
  &	
  Ac:ve	
  
Engagement	
  

Quan:ta:ve	
  &	
  Qualita:ve	
  
Measuring	
  
References	
  

	
  

Arina,	
  T.	
  (2010),	
  retrieved	
  from	
  hWp://tarina.blogging.fi/2010/	
  
	
  
Solis,	
  B.	
  (2008),	
  retrieved	
  from	
  hWp://www.briansolis.com/2008/08/
introducing-­‐conversa:on-­‐prism/	
  
	
  
Miloa,	
  S.,	
  Perifanou,	
  M.	
  &	
  Zourou,	
  K.	
  (2012),	
  retrieved	
  from	
  
hWp://www.web2llp.eu/sites/default/files/download/
Web2LLP_Handbook-­‐1_Improving-­‐web-­‐strategies-­‐of-­‐llp-­‐projects.pdf	
  
	
  
Infographic	
  TwiWer:	
  
hWp://info.brandprotect.com/Blog/bid/81242/2012-­‐TwiWer-­‐Facts-­‐and-­‐
Stats-­‐INFOGRAPHIC	
  
	
  
Infographic	
  Facebook	
  
hBp://infographiclabs.com/news/facebook-­‐2012	
  
	
  
Thank you for your attention

Email	
  address:	
  Jun.song@uni.lu	
  

it!

it!

hWp://www.scoop.it/t/web-­‐for-­‐now-­‐and-­‐future	
  
Crea%ng	
  an	
  Social	
  Media	
  
Strategy	
  for	
  an	
  LLP	
  project
	
  
Sally	
  Reynolds,	
  ATiT,	
  Belgium
	
  
LLP	
  Projects
	
  
	
  
	
  
	
  
	
  
• KA3	
  -­‐	
  Network	
  project
	
  
• 8	
  partners	
  in	
  7	
  
countries	
  
• 2012	
  –	
  2014	
  

•  Erasmus	
  
•  5	
  partners	
  in	
  5	
  
countries	
  
•  2012	
  -­‐	
  2013	
  
	
  
Moving	
  images	
  in	
  
EDucaAon	
  European	
  
Awards
	
  
•  Set	
  up	
  in	
  2007	
  –	
  first	
  full	
  cycle	
  2008	
  
•  Response	
  to	
  the	
  degree	
  of	
  interest	
  in	
  media	
  in	
  
educaAon	
  
•  Partners	
  in	
  Austria,	
  Belgium,	
  Bulgaria,	
  France,	
  
Germany,	
  Greece,	
  Ireland,	
  Italy,	
  Poland,	
  
Romania,	
  Spain	
  ...	
  
November	
  13,	
  2013	
  

3	
  
….now	
  established
	
  

November	
  13,	
  2013	
  

4	
  
http://www.medea-awards.com/
MEDEA	
  related	
  acAviAes
	
  
MEDEA
Awards
Monthly	
  	
  
Media	
  &	
  Learning	
  

NewsleWer	
  

annual competition
12,000+	
  email	
  addresses	
  each	
  month
	
  
http://news.media-and-learning.eu/
MEDEA	
  related	
  acAviAes
	
  
Annual	
  	
  
Media	
  &	
  Learning	
  

Conference	
  	
  
in	
  Brussels	
  

Monthly	
  	
  
Media	
  &	
  Learning	
  

NewsleWer	
  

MEDEA
Awards
annual competition
http://www.media-and-learning.eu/
MEDEA	
  related	
  acAviAes
	
  
Media	
  &	
  Learning	
  

Annual	
  	
  
Media	
  &	
  Learning	
  

Conference	
  	
  
in	
  Brussels	
  

Monthly	
  	
  
Media	
  &	
  Learning	
  

NewsleWer	
  

MEDEA
Awards
annual competition

Resources	
  	
  
database	
  

Media	
  &	
  Learning	
  

Community	
  of	
  
PracAce	
  
http://www.media-and-learning.eu/community
MEDEA	
  related	
  acAviAes
	
  
Media	
  &	
  Learning	
  

Annual	
  	
  
Media	
  &	
  Learning	
  

Conference	
  	
  
in	
  Brussels	
  

Monthly	
  	
  
Media	
  &	
  Learning	
  

MEDEA
Awards
annual competition

NewsleWer	
  

2-­‐day	
  	
  

workshops	
  

Week	
  long	
  

training	
  
courses	
  

Resources	
  	
  
database	
  

Media	
  &	
  Learning	
  

Community	
  of	
  
PracAce	
  
http://atit.be/video-course
MEDEA	
  related	
  acAviAes
	
  
Media	
  &	
  Learning	
  

Annual	
  	
  
Media	
  &	
  Learning	
  

Conference	
  	
  
in	
  Brussels	
  

Monthly	
  	
  
Media	
  &	
  Learning	
  

MEDEA
Awards
annual competition

NewsleWer	
  

2-­‐day	
  	
  

workshops	
  

Week	
  long	
  

training	
  
courses	
  

Resources	
  	
  
database	
  

Media	
  &	
  Learning	
  

Community	
  of	
  
PracAce	
  

Social	
  media	
  
campaign	
  
MEDEA	
  related	
  projects
	
  

2008-­‐2011	
  
MEDEA:EU	
  
project	
  

2011-­‐2012	
  
MEDEA2020	
  
project	
  

MEDEA
Awards
annual competition

2012-­‐2014	
  
MEDEAnet	
  
project	
  
The	
  MEDEAnet	
  project	
  
3-­‐year	
  (Jan	
  2012	
  –	
  Dec	
  2014)	
  
network	
  project	
  funded	
  under	
  	
  
KA3	
  of	
  the	
  Lifelong	
  Learning	
  Programme	
  

	
  
Aiming	
  to:	
  

• Exploit	
  best	
  pracAces	
  of	
  the	
  MEDEA	
  Awards	
  	
  
• Extend	
  its	
  exisAng	
  informal	
  network	
  	
  
• Support	
  the	
  launch	
  of	
  the	
  Media	
  &	
  Learning	
  
AssociaAon	
  

	
  
MEDEAnet	
  acAviAes	
  

workshops	
  	
  
in	
  7	
  partner	
  
countries	
  	
  

a	
  12-­‐part	
  series	
  	
  
of	
  public	
  

webinars	
  

MEDEAnet
promoting
media-based learning
to organisations
and practitioners

Annual	
  report	
  
CharAng	
  Media	
  
and	
  Learning	
  in	
  
Europe	
  

knowledge	
  
building	
  
and	
  sharing	
  
amongst	
  
pracAAoners	
  

a	
  large-­‐scale	
  

disseminaAon	
  
and	
  exploitaAon	
  
strategy	
  
http://www.medeanet.eu/
MEDEA	
  related	
  projects
	
  

2008-­‐2011	
  
MEDEA:EU	
  

MEDEA
Awards
annual competition

project	
  

2011-­‐2012	
  
MEDEA2020	
  
project	
  

2012-­‐2014	
  
MEDEAnet	
  
project	
  

end	
  of	
  2012	
  
the	
  Media	
  &	
  
Learning	
  
AssociaAon	
  	
  

launched,	
  	
  
ensuring	
  the	
  
sustainability	
  of	
  	
  
the	
  network	
  
http://association.media-and-learning.eu
Community	
  Building
	
  
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Sharing	
  Content
	
  
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Web Strategy: Magic Formula For Success?
Features	
  of	
  strategy
	
  
	
  
Brand	
  not	
  project	
  specific	
  
•  Focused	
  on	
  acAviAes	
  and	
  not	
  the	
  
project	
  	
  
•  Social	
  media	
  as	
  connecAon	
  
between	
  acAviAes	
  
	
  
Features	
  of	
  strategy
	
  
Brand	
  not	
  project	
  specific	
  
Evolu%onary	
  
•  No	
  clear	
  strategy	
  from	
  the	
  start	
  
•  Adapted	
  to	
  context	
  and	
  changes	
  
taking	
  place	
  
	
  
Features	
  of	
  strategy
	
  
Brand	
  not	
  project	
  specific	
  
EvoluAonary	
  
Strong	
  emphasis	
  on	
  content	
  sharing	
  
•  Related	
  to	
  nature	
  of	
  community	
  
•  Added	
  value	
  for	
  community	
  
	
  
	
  
Features	
  of	
  strategy
	
  
Brand	
  not	
  project	
  specific	
  
EvoluAonary	
  
Strong	
  emphasis	
  on	
  content	
  sharing	
  
Centrally	
  managed	
  
•  Single	
  person	
  also	
  monitoring	
  
	
  
Features	
  of	
  strategy
	
  
Brand	
  not	
  project	
  specific	
  
EvoluAonary	
  
Strong	
  emphasis	
  on	
  content	
  sharing	
  
Centrally	
  managed	
  
Con%nuity	
  priori%sed	
  
	
  
Drawbacks	
  to	
  strategy
	
  
Lack	
  of	
  engagement	
  and	
  two-­‐way	
  
dialogue	
  
	
  
	
  
	
  
Drawbacks	
  to	
  strategy
	
  
Lack	
  of	
  engagement	
  and	
  two-­‐way	
  
dialogue	
  
Resource	
  hungry	
  
	
  
	
  
Drawbacks	
  to	
  strategy
	
  
Lack	
  of	
  engagement	
  and	
  two-­‐way	
  
dialogue	
  
Resource	
  hungry	
  
Single	
  person	
  –	
  lack	
  of	
  partner	
  
engagement	
  
REC:all	
  
Social	
  media	
  strategy	
  	
  
• Much	
  more	
  explicit	
  strategy	
  
• Took	
  into	
  account:	
  target	
  audience	
  –	
  who	
  and	
  
where	
  located	
  and	
  perceived	
  needs,	
  skills	
  and	
  
interests	
  of	
  partners	
  
• Planned	
  acAviAes	
  
• Exit	
  strategy	
  
Content	
  sharing	
  via	
  
Vimeo	
  and	
  slideshare
	
  

Extensive	
  use	
  of	
  
webinars
	
  

hKp://www.rec-­‐all.info/	
  

Scoop-­‐It	
  run	
  by	
  
project	
  manager
	
  
Issues	
  and	
  Recommenda%ons	
  
•  Importance	
  of	
  a	
  web	
  strategy	
  from	
  the	
  start	
  –	
  
recognise	
  that	
  Social	
  Media	
  goes	
  beyond	
  
‘imporAng’	
  disseminaAon	
  methods	
  and	
  
messages	
  into	
  a	
  new	
  media,	
  it’s	
  a	
  tool	
  for	
  
dialogue	
  with	
  NEW	
  methods	
  and	
  new	
  
messages.	
  	
  
	
  
Issues	
  and	
  Recommenda%ons	
  
•  Importance	
  of	
  a	
  web	
  strategy	
  
•  Project	
  iden%ty	
  vs.	
  topic	
  or	
  area	
  of	
  exper%se	
  
Issues	
  and	
  Recommenda%ons	
  
•  Importance	
  of	
  a	
  web	
  strategy	
  
•  Project	
  idenAty	
  vs	
  topic	
  or	
  area	
  of	
  experAse	
  
•  Responsibility	
  and	
  ownership	
  with	
  the	
  
project	
  team	
  
Issues	
  and	
  Recommenda%ons	
  
• 
• 
• 
• 

Importance	
  of	
  a	
  web	
  strategy	
  
Project	
  idenAty	
  vs	
  topic	
  or	
  area	
  of	
  experAse	
  
Responsibility	
  and	
  ownership	
  
Sustainability	
  –	
  own	
  channels	
  vs	
  ac%ve	
  
engagement	
  in	
  exis%ng	
  channels	
  
Issues	
  and	
  Recommenda%ons	
  
Importance	
  of	
  a	
  web	
  strategy	
  
Project	
  idenAty	
  vs	
  topic	
  or	
  area	
  of	
  experAse	
  
Responsibility	
  and	
  ownership	
  
Sustainability	
  –	
  own	
  channels	
  vs	
  acAve	
  
engagement	
  in	
  exisAng	
  channels	
  
•  Numbers	
  and	
  expecta%ons	
  –	
  by	
  partners,	
  by	
  
the	
  EC	
  
• 
• 
• 
• 
Issues	
  and	
  Recommenda%ons	
  
Importance	
  of	
  a	
  web	
  strategy	
  
Project	
  idenAty	
  vs	
  topic	
  or	
  area	
  of	
  experAse	
  
Responsibility	
  and	
  ownership	
  
Sustainability	
  –	
  own	
  channels	
  vs	
  acAve	
  
engagement	
  in	
  exisAng	
  channels	
  
•  Numbers	
  and	
  expectaAons	
  –	
  by	
  partners,	
  by	
  
the	
  EC	
  
•  Dealing	
  with	
  limited	
  resources	
  
• 
• 
• 
• 
Stay	
  connected!	
  
•  Contact	
  me	
  on:	
  Sally.reynolds@aAt.be	
  
•  Connect	
  with	
  me	
  on	
  LinkedIn	
  
•  Download	
  my	
  slides	
  on	
  Slideshare	
  Web2LLP	
  
account	
  
•  Check	
  out	
  what	
  we	
  in	
  ATiT	
  are	
  up	
  to	
  on	
  our	
  
website	
  www.aAt.be	
  

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Web Strategy: Magic Formula For Success?

  • 1. Web2LLP  Workshop,  8th  November  2013   Using  Social  Media  to  Foster  Collabora4ve  Work  in   Mul4-­‐Disciplinary  Cross-­‐Border  Projects   Web Strategy: Magic Formula For Success?       Ju  Youn  SONG   Interdisciplinary  Centre  for  Security,  Reliability  and  Trust  (SnT)     University  of  Luxembourg     This  project  was  financed  with  the  support  of  the  European  Commission.  This  publica:on  is  the  sole  responsibility  of  the   author    and  the  Commission  is  not  responsible  for  any  use  that  may  be  made  of  the  informa:on  contained  therein.  
  • 2. Projects  &  social  media  that  I’m  involved  in   DICA-­‐lab    Research  on  Development  and  Interac:ons   within  cyber-­‐physical  ac:vity  systems   sciPADS   sciPADs    Crea:ve  inquiry  through  iPads  and  Cloud   Learning  in  elementary  science   hWp://dica-­‐lab.org/scipads   Web2LLP    Improving  Internet  strategies  and    social  media  presence  of  LLP  projects   hWp://www.web2llp.eu/                    LS6                    hWp://www.ls6.eu  
  • 3. Web  strategy:  magic  formula  for  success?   A  web  strategy  is   “a  mechanism  that  iden:fies     your  dissemina4on  goals  and     your  target  group(s),     related  to  your  unique  context  of  ac:vity,     with  the  aim  of   crea4ng  a  road  map     of  how  to  best  leverage  Internet  technologies   to  reach  your  goals”  (Milola  et  al.,  2012)   AND     THEN…  
  • 4. Opportuni4es   Web2.0            Architectures  of  Par:cipa:on   Technology     Mediated  Conversa4ons   Social  media          Art  of  Conversa:on     O’Reilly  (2005),  What  Is  Web  2.0   Solis  (2008),  The  conversa?on  map  
  • 5. Our  target  groups:  where  are  they?   2012   hBp://info.brandprotect.com/Blog/bid/ 81242/2012-­‐TwiBer-­‐Facts-­‐and-­‐Stats-­‐ INFOGRAPHIC   hBp://www.insidefacebook.com/2012/02/01/facebook-­‐ claims-­‐845m-­‐users-­‐425m-­‐on-­‐mobile/  
  • 6.  Our  projects:  where  are  we?   Desktop  study  (Song  &  Zourou,  2012)   Out  of  289  LLP  projects  selected  for  funding  2010      focused  on  random  150  LLP  projects   Results       Website    139  out  of  150         Twi6er   23  out  of  150           Social  networking  sites    47  out  of  150               Media  sharing  sites   12  out  of  150            
  • 7. Overview   Web  1.0   Sta:c  web,                                             Connect  informa:on   Web  2.0   Web  3.0   Social  web,         Connect  people   Seman:c  web,   Connect  knowledge   Need  to  take  a  big  jump    
  • 8. Web  strategy:  magic  formula  for  success…   Web  strategy   A  successful  road  map             AND   NOW…  
  • 9. Enhancing  your  project  online  presence   1 2 3                                           Planning                                           Engaging                 Measuring                             By  integra4ng  web  strategy  to  your  project  plan                
  • 10. Planning  in  advance   1 The   objec:ve                                             Analyse   Ac:vi:es   The  target   group    By  analysing  objec4ves,  target  groups  and  ac4vi4es  of  your  project                
  • 11. Planning  in  advance  but  be  flexible   #   1                  Map                                By  mapping  you  and  your  partners’  exper4se  and  resources:               exis4ng  network(s),  publica4on(s),  website(s),  conference(s)  and  social  media(s)    
  • 12. Select  what  is  the  best  …   1                                           Select     Budget     Human   factors   Tool(s)   Web  strategy  plan    By  selec4ng  the  most  effec4ve  and  efficient  tool(s)                
  • 13. Connec4ng  networks   2               Create                             &   Share   Make  social  media  more  visible   Make  your  content  more   shareable   v  Nicely  edited  content   v  Visible  social  media   icon       Project   Website   v  Visible  social  plugin   “Add  this”       v  AWrac:ve  visual   content    (pictures,  images  or        embedded  videos)    By  crea4ng  value-­‐added  content  and  sharing  it  effec4vely              
  • 14. Engaging  people,  crea4ng  conversa4on       2                                         Engage       v  Pos4ng  regularly   Social  media  management  tools  to  manage     several  social  media  accounts       v  Engaging  conversa4on     Like  the  people  who  share  your  posts   Like  the  Facebook  page  that  share  your  posts         Tweet  back     Give  a  credit        By  engaging  people  more  ac4vely,  crea4ng  conversa4on                  
  • 15. Looking  beyond  numbers,  measuring  impact     3 Monitor  social  media   impact  regularly     v   Not  the  final  product   Measuring                             Review  key  outcome  in   integra4ng  social   media   v  Not    simple  followers,   but  who  follow  you  with   ac?ons     Iden4fy  indicators   v  Number  of  visitors   v  Most  visited  items     Use  some  analy4c  tools   v  In-­‐built  tools   Facebook  insight   v  Analy:c  tools    By  monitoring  the  stream  of  social  media  regularly                    
  • 16. Web  strategy:  magic  formula  for  success!   Thoughjul   Planning   Smart  &  Ac:ve   Engagement   Quan:ta:ve  &  Qualita:ve   Measuring  
  • 17. References     Arina,  T.  (2010),  retrieved  from  hWp://tarina.blogging.fi/2010/     Solis,  B.  (2008),  retrieved  from  hWp://www.briansolis.com/2008/08/ introducing-­‐conversa:on-­‐prism/     Miloa,  S.,  Perifanou,  M.  &  Zourou,  K.  (2012),  retrieved  from   hWp://www.web2llp.eu/sites/default/files/download/ Web2LLP_Handbook-­‐1_Improving-­‐web-­‐strategies-­‐of-­‐llp-­‐projects.pdf     Infographic  TwiWer:   hWp://info.brandprotect.com/Blog/bid/81242/2012-­‐TwiWer-­‐Facts-­‐and-­‐ Stats-­‐INFOGRAPHIC     Infographic  Facebook   hBp://infographiclabs.com/news/facebook-­‐2012    
  • 18. Thank you for your attention Email  address:  Jun.song@uni.lu   it! it! hWp://www.scoop.it/t/web-­‐for-­‐now-­‐and-­‐future  
  • 19. Crea%ng  an  Social  Media   Strategy  for  an  LLP  project   Sally  Reynolds,  ATiT,  Belgium  
  • 20. LLP  Projects           • KA3  -­‐  Network  project   • 8  partners  in  7   countries   • 2012  –  2014   •  Erasmus   •  5  partners  in  5   countries   •  2012  -­‐  2013    
  • 21. Moving  images  in   EDucaAon  European   Awards   •  Set  up  in  2007  –  first  full  cycle  2008   •  Response  to  the  degree  of  interest  in  media  in   educaAon   •  Partners  in  Austria,  Belgium,  Bulgaria,  France,   Germany,  Greece,  Ireland,  Italy,  Poland,   Romania,  Spain  ...   November  13,  2013   3  
  • 22. ….now  established   November  13,  2013   4  
  • 24. MEDEA  related  acAviAes   MEDEA Awards Monthly     Media  &  Learning   NewsleWer   annual competition
  • 25. 12,000+  email  addresses  each  month   http://news.media-and-learning.eu/
  • 26. MEDEA  related  acAviAes   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   NewsleWer   MEDEA Awards annual competition
  • 28. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   NewsleWer   MEDEA Awards annual competition Resources     database   Media  &  Learning   Community  of   PracAce  
  • 30. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   MEDEA Awards annual competition NewsleWer   2-­‐day     workshops   Week  long   training   courses   Resources     database   Media  &  Learning   Community  of   PracAce  
  • 32. MEDEA  related  acAviAes   Media  &  Learning   Annual     Media  &  Learning   Conference     in  Brussels   Monthly     Media  &  Learning   MEDEA Awards annual competition NewsleWer   2-­‐day     workshops   Week  long   training   courses   Resources     database   Media  &  Learning   Community  of   PracAce   Social  media   campaign  
  • 33. MEDEA  related  projects   2008-­‐2011   MEDEA:EU   project   2011-­‐2012   MEDEA2020   project   MEDEA Awards annual competition 2012-­‐2014   MEDEAnet   project  
  • 34. The  MEDEAnet  project   3-­‐year  (Jan  2012  –  Dec  2014)   network  project  funded  under     KA3  of  the  Lifelong  Learning  Programme     Aiming  to:   • Exploit  best  pracAces  of  the  MEDEA  Awards     • Extend  its  exisAng  informal  network     • Support  the  launch  of  the  Media  &  Learning   AssociaAon    
  • 35. MEDEAnet  acAviAes   workshops     in  7  partner   countries     a  12-­‐part  series     of  public   webinars   MEDEAnet promoting media-based learning to organisations and practitioners Annual  report   CharAng  Media   and  Learning  in   Europe   knowledge   building   and  sharing   amongst   pracAAoners   a  large-­‐scale   disseminaAon   and  exploitaAon   strategy  
  • 37. MEDEA  related  projects   2008-­‐2011   MEDEA:EU   MEDEA Awards annual competition project   2011-­‐2012   MEDEA2020   project   2012-­‐2014   MEDEAnet   project   end  of  2012   the  Media  &   Learning   AssociaAon     launched,     ensuring  the   sustainability  of     the  network  
  • 52. Features  of  strategy     Brand  not  project  specific   •  Focused  on  acAviAes  and  not  the   project     •  Social  media  as  connecAon   between  acAviAes    
  • 53. Features  of  strategy   Brand  not  project  specific   Evolu%onary   •  No  clear  strategy  from  the  start   •  Adapted  to  context  and  changes   taking  place    
  • 54. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   •  Related  to  nature  of  community   •  Added  value  for  community      
  • 55. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   Centrally  managed   •  Single  person  also  monitoring    
  • 56. Features  of  strategy   Brand  not  project  specific   EvoluAonary   Strong  emphasis  on  content  sharing   Centrally  managed   Con%nuity  priori%sed    
  • 57. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue        
  • 58. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue   Resource  hungry      
  • 59. Drawbacks  to  strategy   Lack  of  engagement  and  two-­‐way   dialogue   Resource  hungry   Single  person  –  lack  of  partner   engagement  
  • 60. REC:all   Social  media  strategy     • Much  more  explicit  strategy   • Took  into  account:  target  audience  –  who  and   where  located  and  perceived  needs,  skills  and   interests  of  partners   • Planned  acAviAes   • Exit  strategy  
  • 61. Content  sharing  via   Vimeo  and  slideshare   Extensive  use  of   webinars   hKp://www.rec-­‐all.info/   Scoop-­‐It  run  by   project  manager  
  • 62. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy  from  the  start  –   recognise  that  Social  Media  goes  beyond   ‘imporAng’  disseminaAon  methods  and   messages  into  a  new  media,  it’s  a  tool  for   dialogue  with  NEW  methods  and  new   messages.      
  • 63. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy   •  Project  iden%ty  vs.  topic  or  area  of  exper%se  
  • 64. Issues  and  Recommenda%ons   •  Importance  of  a  web  strategy   •  Project  idenAty  vs  topic  or  area  of  experAse   •  Responsibility  and  ownership  with  the   project  team  
  • 65. Issues  and  Recommenda%ons   •  •  •  •  Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  ac%ve   engagement  in  exis%ng  channels  
  • 66. Issues  and  Recommenda%ons   Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  acAve   engagement  in  exisAng  channels   •  Numbers  and  expecta%ons  –  by  partners,  by   the  EC   •  •  •  • 
  • 67. Issues  and  Recommenda%ons   Importance  of  a  web  strategy   Project  idenAty  vs  topic  or  area  of  experAse   Responsibility  and  ownership   Sustainability  –  own  channels  vs  acAve   engagement  in  exisAng  channels   •  Numbers  and  expectaAons  –  by  partners,  by   the  EC   •  Dealing  with  limited  resources   •  •  •  • 
  • 68. Stay  connected!   •  Contact  me  on:  Sally.reynolds@aAt.be   •  Connect  with  me  on  LinkedIn   •  Download  my  slides  on  Slideshare  Web2LLP   account   •  Check  out  what  we  in  ATiT  are  up  to  on  our   website  www.aAt.be