Digital Agenda Strategy Team Meeting

Inaugural
Digital Agenda 2012
Preparation Meeting
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#da12social XeeMe.com/da12social © Copyright Digital Agenda Group
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• 27 Countries
• 500 Million Population
• 20 Million Companies
• Very strong Mid
Market

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Meeting Agenda

The EU Commission objective for the Digital
Agenda 2012

Quick introduction to the overall project

Social Media strategy development
methodology

Project overview - timeline, resources,
objectives, measurement

Team definition and objective for phase I
(Assessment)

Deadlines
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Workshop Objective:
Address the three perspectives of the
social media economy: businesses, web
entrepreneurship with job creation
potential and public sector.

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#da12social XeeMe.com/da12social © Copyright 2012
© Copyright Digital Agenda Group
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Summary

The EU Commission is spending Billions in
the Digital Agenda Project
Social Media is one of 8 projects
I was invited to speak about Social Media,
and now engage in strategy development.
Isidro Laso is the official officer of the Digital
Agenda Europe for the Social Media Side
Assembling a group of smart social media
people who initially volunteer on the strategy
development
With the support of the EU Commission we
are collectively trying to empower millions of
businesses in the EU
While volunteering today I guess we can all
participate in quite some significant business
uptake on the social media front
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Social Media Development

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8 years Social Media

2003 LinkedIn opens their doors
2004 Facebook goes online
2006 Twitter starts as internal pet project
2008 Presidential campaign with Obama

2009 Borders between personal and
business usage becomes very blurry
Businesses and news stationen promote their
social media presence
2010 the year of social media for business
First $100 Million investments with SM
2011 User generated content beats corp.
Content - Fear of bad feedback replaced by
fear of being ignored
2012 Highly strategic global engagement
politically and economically
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Social Media Landscape Europe
Country Facebook User Change (± %) Pen. registred Biz 2009
Italy 21,618,760 +321 360 1.51% 37.22% 3,889,543
Spain 16,314,500 +686 180 4.39% 35.08% 2,392,652
France 24,260,560 +660 820 2.80% 37.46% 2,193,030
Germany 23,522,500 +921 840 4.08% 28.59% 2,057,268
United Kingdom 30,783,600 +534 260 1.77% 49.37% 1,666,947
Poland 8,293,660 +486 180 6.23% 21.56% 1,445,455
Czech Republic 3,613,240 +61 160 1.72% 35.42% 907,280
Greece 3,698,360 +51 740 1.42% 34.40% 833,233
Portugal 4,342,380 +138 660 3.30% 40.45% 745,935
Netherlands 6,460,880 +488 520 8.18% 38.50% 617,807
Sweden 4,662,780 +90 580 1.98% 51.39% 591,875
Hungary 3,965,100 +86 640 2.23% 39.68% 555,947
Romania 4,690,680 +284 100 6.45% 21.36% 495,228
Belgium 4,647,920 +133 980 2.97% 44.59% 478,627
Austria 2,782,880 +75 920 2.80% 33.88% 290,686
Bulgaria 2,314,660 -17 280 -0.74% 32.38% 276,717
Finland 2,138,380 +54 300 2.61% 40.69% 224,595
Ireland 2,114,520 +29 360 1.41% 45.74% 168,342
Lithuania 1,034,460 +26 120 2.59% 29.18% 113,059
Slovenia 685,280 -200 -0.03% 34.21% 111,835
Latvia 345,420 +17 480 5.33% 15.57% 78,281
Slovakia 1,909,080 -24 120 -1.25% 34.90% 62,497
Estonia 460,300 +3 700 0.81% 35.65% 50,600
Cyprus 554,860 +32 040 6.13% 50.32% 47,545
Luxembourg 211,460 +19 700 10.27% 42.50% 27,288
Malta 200,480 +4 680 2.39% 49.29% 27,288
Denmark 2,837,520 +23 140 0.82% 51.45%

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Total 178,464,220 20,349,560

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Proposal:
Creating a pan European Social Media Strategy
to stimulate small and medium size businesses
and innovative start-ups across the EU leveraging
social media to create a sustainable growth,
additional jobs and being able to compete in a
global market. Specifically we want to double
the number of businesses, actively engaged in
social media who created new jobs, year over
year till 2016.

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Social Media Strategy Development
Methodology

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Methodical Social Media Approach

Assessing the situation before the final goals for the
social media strategy are agreed on
Understanding the real needs and issues in the EU in
regards to business development
Abstracting Social Media relevant sentiments

Developing a pan European SWOT Analysis

Strategy development leveraging the Social Media
Strategy Hexagon

Program Development, Resources, Budgets

Execution – Execution - Execution

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Methodology Overview

Four Quadrant Assessment Methodology
Customer, Brand, Partner, Competition

NCP Model
Network – Contribution – Participation

Strategy Hexagon
Goal, Mission, Benefit, Action, Program,
Report

Social Media Planning Framework
Professional execution model of goal
oriented social media programs

Organization Model
A Social Media Service Architecture

Social Media ROI
How to deal with it how to calculate an ROI

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Social Media Strategy Part 1

Within 6 weeks:
Assessment
Four quadrant assessment model

Assesing the state of the union within each
participating country from a users point of
view
EU presence in that country
Social presence of businesses within the
respective country
Competing Nations

Initiating Strategy Development at EU
Commission Meeting in June in Brussels

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Team Assembly

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We need lots of smart people 

Social Media Strategists
For each participating country,
contributing to the overall strategy
development and guiding the execution
Backup Strategist
8 Experienced Social Media Practitioner
for each participating country
Helping with the initial assessment
Working on program development
Communicating with local social media
manager, community manager and other
social media groups
Engaging with the local chamber of
commerce
Working on Buzz Campaigns locally and
on pan European level
All together by June 8 ;)
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Participation

Please decide if you have the bandwidth and skills to join this journey 

We will run a short survey in the next 24 hours – we‘ll let you know
Please contact me any time

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Discussion

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Thank You +1 (650) 384-0057
+49 (39) 2023-8748

Digital Agenda Europe Page and Group

@AxelS #da12social

All social presences: http://XeeMe.com/axels

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About

Digital Agenda Europe – Preparation for the Social Media Strategy Proposal

More info on http://xeeme.com/AxelS or +1 (650) 384-0057.

© 2012 DA12 Social Group . All rights reserved.
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