First session of the Web2LLP pilot for the online training course on web strategies and maximising the social media presence of Lifelong Learning Projects. Topic: Setting up a web strategy and communication action plan Author: Gary Shochat Website: http://web2llp.eu/training/pilot-online-session-1-web-strategy

1. The basics of setting up a web
strategy and communication
action plan for an LLP project
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. In today’s session:
PART 1
• Why should I create and implement a web strategy for my LLP
project?
• What channels, platforms and tools should I use and why?
• The basics of setting a web strategy
PART 2
• The basics of a online communication action
• Integrating different Channels (Web & Social Media)
• Frequent issues and questions for LLP projects

3. It can help you to achieve:
• Better dissemination of your project outcomes.
• Visibility of your project results.
• Exploitation and sustainability of your project
outcomes.
• Re-use of project activities in new contexts (provided
that copyright issues are acknowledged).
Why is a web strategy needed?

4. Isn’t having a simple website
enough?
Let’s look at some Statistics…
Out of the online adult users of the
internet, how many use social media?

5. ANSWER: 91% !!
How much time do people spend on
Google per month in comparison with
Facebook?

6. ANSWER: People spend
TWICE as much time on
Facebook!!
As a matter of fact…50% of research
on the internet is done on google and
the rest is done ‘in parallel’ through
social media and thematic portals

7. Promotion & web:
A cross-channel , cross-platform
effort
• Web strategy and Social Media Strategy (SMS)
go hand in hand.
• Dissemination and promotion through web
and social media are becoming common but
DO NOT replace offline efforts (yet!)

8. Where do I start?
• WHO? What is my audience?
– Identify Target
• WHY? what is my plan of action?
– Set Goals
• WHAT? what tools + channels + content
(messages) will I use and how are they
combined?
- Choose Tactics
• HOW? how will I measure success?
– Define indicators and target metrics

9. Defining your target audience
Be as specific as you can! This will determine:
• Website content
• Website look and feel
• Channel selection
Example: www.elearningpapers.eu VS. www.elearningeuropa.info
Example: http://opendiscoveryspace.eu/index.php
Example: www.generation1992.pauservers.com VS. www.erscharter.eu

10. Defining My Goals
How does your website or SMS benefit your
target user’s needs?
Be Creative!

11. Some possible goals
Q: I set up a website and I have a frequently
updated blog, I hardly have any resources left
for the task so do I really need to use social
media?

12. ANSWER: 22.5% !!
Yes you need social media for dissemination
Corporate vs. Participative
People use social networks and dedicated professional portals
and hubs to communicate; harness their strength to disseminate
and fortify your position and THEN bring them to your website.

13. What tools can I use?
1. social networking sites; (e.g. Facebook, LinkedIn, Ning)
2. Blogs
3. microblogging tools; (e.g. Twitter)
4. presentation repositories (e.g. Slideshare)
5. video sharing tools; (e.g. YouTube, Vimeo)
6. social bookmarking applications; (e.g. Diigo, del.ici.ous)
7. web 2.0 picture repositories (e.g. Picasa, Flickr)
8. RSS feeds
One extra application considered useful to LLP projects:
9. shared web 2.0 public libraries (e.g. Mendeley).
Two more features enhancing SM presence
10. easy sharing services (e.g. the “Add this” button)
11. SM Widgets

14. Detailed action plan
• Brainstorm…check budget…brainstorm…check
budget (repeat till you are either satisfied or project ended)
Target audience Goal Task Resources Timeline and
frequency
Monitoring
mechanismsHuman:
partner(s)
Material:
channels
Teachers Interact
with target
audience/
Receive
feedback
on
a recently
finished
study
Enhance
conversation
on the
project’s
Facebook
Page
fuelled by
Facebook
posts
and tweets
- All partners
(or
partner X)
- Facebook wall
and Twitter
Two
months
starting
from
(yyyy.mm.
dd)
Once a
week
Activity of
the FB wall
documented
from the
inbuilt
Facebook
insights

15. Your key to web strategy
happiness:
FLEXIBILITY !!