This document discusses strategies for establishing an online presence and communication plan for an LLP project, including: 1. Launching a social media presence before a website to build an audience more quickly, but only after establishing a communication action plan. 2. Blending social media and websites by mixing and finding synergies between different platforms to keep them engaged. 3. Considering which social tools and channels like LinkedIn, blogs, Twitter, Facebook, and videos are best for different objectives like discussions, dissemination, interactions, and visual sharing. 4. Integrating websites and social media through tactics like establishing an online presence, listening to audiences, curating and publishing content, promoting content, and measuring engagement

1. The basics of setting up a web
strategy and communication
action plan for an LLP project –
PART 2
This project was financed with the support of the European Commission. This publication is the sole responsibility of the
author and the Commission is not responsible for any use that may be made of the information contained therein.
http://www.web2llp.eu
Gary Shochat
P.A.U Education

2. When should I launch my online
presence?

3. THINK ‘PROMOTION’
• Typical web & social growth:
Time
Users
If you need the audience. Go get it!
Try to avoid the typical growth curve because by the time
you reach critical mass your LLP Project might be over!

4. Social media presence can be
established before a website
BUT
Only after a communication action
plan has been established!

5. Web vs. Social
• Social media is beyond ‘importing’ dissemination methods
and messages into a new media, it’s a tool for dialogue with
NEW methods and new messages.
Shake, Stir & be flexible
• BLEND
• Mix
• Look for synergies EVERYWHERE!
• Remember: SM and WEBSITES need to be
‘alive’ in order to do the work

6. Comparing social tools and
channels
• Discussions & Exposure amongst peers –
Linkedin, blog, curation tools
• Dissemination of content and exposure
amongst peers – twitter (in ‘real time’), blog,
curation tools
• Colloquial and ‘social’ interaction – facebook
• High visual impact and easy sharing – video &
images

7. Tactics, tools and integration of
web & SM
• Establish presence: www.erscharter.eu
• Listen: Go where your audience is already, join networks
and professional communities, identify hashtags and topics,
identify influencers. https://twitter.com/ERSCharter
• Collect and curate content
• Publish
http://www.erscharter.eu/inaction/blog/list
• Promote and Communicate
http://www.causes.com/actions/1679061-no-more-victims-on-
the-roads

8. Quick Quiz to help us figure out the
MOST IMPORTANT CONTENT...
Q1: This social service was launched 28 months
ago and has 100 Million monthly users and over
300 million photos are uploaded through it to
the web daily….

9. ANSWER: Instagram
Lesson # 1: IMAGES & VISUAL IMPACT are paramount
Q2: Companies that use this channel to publish
content and insight on a regular basis have 55%
more web visitors

10. ANSWER: A blog
Lesson # 2: ‘Don’t just feed the beast, create better
content!’
Q3: Who is Jason Collins and why is EVERYONE
tweeting about him?

11. ANSWER: The first active NBA
player to come out as gay
Lesson # 2: Mystery and controversy get people to
look, discuss and respond
Remember…
On social media: Be Personal!
On website: be usable and clear.
Measure continuously, Publish and ‘republish’
content, Display content in various formats across
various platforms.
Link platform to SM (bi-directional)

12. Develop promotion scheme to
attract users (contest, Events,
webinars, leverage influencers,
SEO) – We want to get noticed!
Stand out, attract audience and
attract search engines.

13. Possible answers to frequently
occurring situations (or problems)
1. “We have no extra days to allocate to
dissemination through social media”
2. “We don’t have the skills to cope with a WS
containing social media”
3. “The project operates in many languages and we
don’t know how to cope with the multilingual
aspect of social media”
4. “Although we want to use SM, we don’t know
how to make users interested in our project”

14. Case #1“We have no extra days to allocate
to dissemination through social media”
Benefit from social media dynamics (although
you shouldn’t expect SM to work only on their own)
Create an RSS feed
Embed an AddThis plugin/ share buttons in your
page

15. Case #2:”The partnership doesn’t have the
skills to cope with a web strategy built
on social media”
• Get your project partners to see the added
value of SM applications in their own
context…how important is social media for
their professional ties, for their colleagues and
peers and for expanding their reach?

16. Case #3: How do we cope with the
multilingual dimension of the project
through social media?
(case typical in
networks)
Bring into surface
the multilingual
dimension of your
project

17. Case #4:” I’d like to use SM but don’t
know how to get the public interested in
the project
Specify your target group (“the general public is
not a target group”) ;
 go and meet it through social networks=> locate
niches where your target group is active (FB
groups, pages, LinkedIn groups, etc.)
Engage with your target group
Create opportunities for engagement on Twitter:
Follow peer experts
Follow people who follow you
Reply to your followers/show interest in what they do

18. Thank you!
http://www.web2llp.eu/
@Web2LLP
http://groups.diigo.com/group/web2llp