web strategy: magic formula for success?

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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. Ju Youn SONG Interdisciplinary Centre for Security, Reliability and Trust (SnT) University of Luxembourg Web Strategy: Magic Formula For Success? Web2LLP Workshop, 8th November 2013 Using Social Media to Foster Collabora4ve Work in Mul4Disciplinary CrossBorder Projects

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Web2LLP Workshop, Coventry, 8 November 2013 Using Social Media to Foster Collaborative Work in Multi-Disciplinary Cross-Border Projects Auhtors: Richard Moureau and Federico Fragasso

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Page 1: Web Strategy: Magic Formula For Success?

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.  

   

 Ju  Youn  SONG  

Interdisciplinary  Centre  for  Security,  Reliability  and  Trust  (SnT)    University  of  Luxembourg    

Web Strategy: Magic Formula For Success?

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

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DICA-­‐lab    Research  on  Development  and  Interac:ons  within  cyber-­‐physical  ac:vity  systems  

sciPADs    Crea:ve  inquiry  through  iPads  and  Cloud  Learning  in  elementary  science  hWp://dica-­‐lab.org/scipads  

sciPADS  

Web2LLP    Improving  Internet  strategies  and    social  media  presence  of  LLP  projects  

hWp://www.web2llp.eu/  

                 LS6                    hWp://www.ls6.eu  

Projects  &  social  media  that  I’m  involved  in  

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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…  

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       Architectures  of  Par:cipa:on  

Web2.0    

Opportuni4es  

Technology    Mediated  Conversa4ons  

       Art  of  Conversa:on  

Social  media  

 O’Reilly  (2005),  What  Is  Web  2.0  Solis  (2008),  The  conversa?on  map  

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hBp://www.insidefacebook.com/2012/02/01/facebook-­‐claims-­‐845m-­‐users-­‐425m-­‐on-­‐mobile/  

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

Our  target  groups:  where  are  they?  

2012  

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Media  sharing  sites  12  out  of  150  

           

Twi6er  23  out  of  150  

       

Social  networking  sites    47  out  of  150  

       

 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  

Website    139  out  of  150  

     

   

Results  

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Overview  

Web  1.0  Sta:c  web,                                            

Connect  informa:on  

Web  2.0  Social  web,        

Connect  people  

Web  3.0  Seman:c  web,  

Connect  knowledge  

Need  to  take  a  big  jump    

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Web  strategy:  magic  formula  for  success…  

Web  strategy  A  successful  road  map            

AND  NOW…  

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                           1  Planning  

                                           2Engaging                  

                           3Measuring                  

Enhancing  your  project  online  presence  

By  integra4ng  web  strategy  to  your  project  plan                            

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                           1  Analyse  

Planning  in  advance  

The  objec:ve  

The  target  group  Ac:vi:es  

 By  analysing  objec4ves,  target  groups  and  ac4vi4es  of  your  project                            

               

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 By  mapping  you  and  your  partners’  exper4se  and  resources:  exis4ng  network(s),  publica4on(s),  website(s),  conference(s)  and  social  media(s)    

                       

                           1  Map    

               

Planning  in  advance  but  be  flexible  

 

#  

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 By  selec4ng  the  most  effec4ve  and  efficient  tool(s)                            

                           1  Select                    

Select  what  is  the  best  …  

Web  strategy  plan  

Tool(s)  

Budget    

Human  factors  

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                           2Create  &  Share  

               

Connec4ng  networks  

Project  Website  

 By  crea4ng  value-­‐added  content  and  sharing  it  effec4vely                          

Make  social  media  more  visible  

v  Visible  social  plugin  “Add  this”      

v  Visible  social  media  icon      Make  your  content  more  

shareable  

v  AWrac:ve  visual  content  

 (pictures,  images  or        embedded  videos)  

v  Nicely  edited  content  

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                           2Engage      

               

Engaging  people,  crea4ng  conversa4on      

 By  engaging  people  more  ac4vely,  crea4ng  conversa4on                              

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  

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                           3Measuring  

Looking  beyond  numbers,  measuring  impact    

Monitor  social  media  impact  regularly    v   Not  the  final  product  

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                          

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Web  strategy:  magic  formula  for  success!  

Quan:ta:ve  &  Qualita:ve  Measuring  

Thoughjul  Planning  

Smart  &  Ac:ve  Engagement  

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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    

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Thank you for your attention

hWp://www.scoop.it/t/web-­‐for-­‐now-­‐and-­‐future  it! it!

Email  address:  [email protected]  

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Crea%ng  an  Social  Media  Strategy  for  an  LLP  project  

Sally  Reynolds,  ATiT,  Belgium  

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LLP  Projects    

• KA3  -­‐  Network  project  • 8  partners  in  7  countries  • 2012  –  2014  

 

     •  Erasmus  •  5  partners  in  5  

countries  •  2012  -­‐  2013  

 

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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  

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….now  established  

November  13,  2013   4  

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http://www.medea-awards.com/

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MEDEA  related  acAviAes  

MEDEA Awards

annual competition Monthly    Media  &  Learning  NewsleWer  

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http://news.media-and-learning.eu/

12,000+  email  addresses  each  month  

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MEDEA  related  acAviAes  

MEDEA Awards

annual competition Monthly    Media  &  Learning  NewsleWer  

Annual    Media  &  Learning  Conference    in  Brussels  

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http://www.media-and-learning.eu/

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MEDEA  related  acAviAes  

MEDEA Awards

annual competition Monthly    Media  &  Learning  NewsleWer  

Media  &  Learning  Community  of  

PracAce  

Annual    Media  &  Learning  Conference    in  Brussels  

Media  &  Learning  Resources    database  

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http://www.media-and-learning.eu/community

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MEDEA  related  acAviAes  

MEDEA Awards

annual competition Monthly    Media  &  Learning  NewsleWer  

Media  &  Learning  Community  of  

PracAce  

Annual    Media  &  Learning  Conference    in  Brussels  

Media  &  Learning  Resources    database  

2-­‐day    workshops  

Week  long  training  courses  

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http://atit.be/video-course

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MEDEA  related  acAviAes  

MEDEA Awards

annual competition Monthly    Media  &  Learning  NewsleWer  

Media  &  Learning  Community  of  

PracAce  

Annual    Media  &  Learning  Conference    in  Brussels  

Media  &  Learning  Resources    database  

2-­‐day    workshops  

Week  long  training  courses  

Social  media  campaign  

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MEDEA  related  projects  

2008-­‐2011  MEDEA:EU  

project  

MEDEA Awards

annual competition

2011-­‐2012  MEDEA2020  

project   2012-­‐2014  MEDEAnet  

project  

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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    

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MEDEAnet  acAviAes  

MEDEAnet promoting

media-based learning to organisations and practitioners

a  12-­‐part  series    of  public  webinars  

knowledge  building  and  sharing  amongst  

pracAAoners  

workshops    in  7  partner  countries    

a  large-­‐scale  disseminaAon  and  exploitaAon  

strategy  

Annual  report  CharAng  Media  and  Learning  in  

Europe  

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http://www.medeanet.eu/

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MEDEA  related  projects  

2008-­‐2011  MEDEA:EU  

project  

MEDEA Awards

annual competition

2011-­‐2012  MEDEA2020  

project   2012-­‐2014  MEDEAnet  

project  

end  of  2012  the  Media  &  Learning  

AssociaAon    launched,    

ensuring  the  sustainability  of    the  network  

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http://association.media-and-learning.eu

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Community  Building  

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Sharing  Content  

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Features  of  strategy  

 Brand  not  project  specific  •  Focused  on  acAviAes  and  not  the  

project    •  Social  media  as  connecAon  

between  acAviAes  

 

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Features  of  strategy  

Brand  not  project  specific  Evolu%onary  •  No  clear  strategy  from  the  start  •  Adapted  to  context  and  changes  

taking  place  

 

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Features  of  strategy  

Brand  not  project  specific  EvoluAonary  Strong  emphasis  on  content  sharing  •  Related  to  nature  of  community  •  Added  value  for  community    

 

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Features  of  strategy  

Brand  not  project  specific  EvoluAonary  Strong  emphasis  on  content  sharing  Centrally  managed  •  Single  person  also  monitoring  

 

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Features  of  strategy  

Brand  not  project  specific  EvoluAonary  Strong  emphasis  on  content  sharing  Centrally  managed  Con%nuity  priori%sed  

 

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Drawbacks  to  strategy  

Lack  of  engagement  and  two-­‐way  dialogue        

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Drawbacks  to  strategy  

Lack  of  engagement  and  two-­‐way  dialogue  Resource  hungry      

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Drawbacks  to  strategy  

Lack  of  engagement  and  two-­‐way  dialogue  Resource  hungry  Single  person  –  lack  of  partner  engagement  

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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  

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hKp://www.rec-­‐all.info/  

Content  sharing  via  Vimeo  and  slideshare  

Scoop-­‐It  run  by  project  manager  Extensive  use  of  

webinars  

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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.    

 

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Issues  and  Recommenda%ons  

•  Importance  of  a  web  strategy  •  Project  iden%ty  vs.  topic  or  area  of  exper%se  

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Issues  and  Recommenda%ons  

•  Importance  of  a  web  strategy  •  Project  idenAty  vs  topic  or  area  of  experAse  •  Responsibility  and  ownership  with  the  project  team  

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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  

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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  

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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  

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Stay  connected!  

•  Contact  me  on:  [email protected]  •  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