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: Valentina Garoia Website: http://web2llp.eu/training/pilot-online-session-1-web-strategy

1. www.europeanschoolnet.org - www.eun.org
Web strategy and action plan -
Hands-on tips from European Schoolnet
30 April 2013

2. www.europeanschoolnet.org - www.eun.org
Outline of the presentation
European Schoolnet’s
comms activities
Examples of social media management
and newsletters management
Digital communications strategy
• 5 pillars
European Schoolnet:
• Overview

3. www.europeanschoolnet.org - www.eun.org
Dedicated to
Support schools in
bringing about the best use
of technology in learning
Promote the European
dimension in schools
and education
Improve and raise
the quality of education
in Europe
Network of 30 Ministries
of Education in Europe
Transformation of Teaching and Learning Processes
European Schoolnet

4. www.europeanschoolnet.org - www.eun.org
Observatory Projects
http://itec.eun.org
http://www.saferinternet.org
To empower children to use
the internet safely
http://fcl.eun.org
Fully equipped,
reconfigurable, teaching
and learning space
developed by European
Schoolnet
www.etwinning.net

5. www.europeanschoolnet.org - www.eun.org 5

6. www.europeanschoolnet.org - www.eun.org 6

7. www.europeanschoolnet.org - www.eun.org
Digital communications strategy: 5 pillars
1) Analysis
2) Planning
3) Production
4) Maintenance
5) Monitoring/Reporting
7

8. www.europeanschoolnet.org - www.eun.org 8
• Know your project: what is the goal? What is your audience?
What is the message you want to convey? What is the
timeframe? What resources do you have?
• Target audience Goal Activities (Comms channels)
• At proposal stage include your web strategy in your
communication plan (website, conferences, workshops, print
products, videos, webinars and social media...)
• Check if the name is already taken www.namecheck.com (for
website, social media accounts)
• Map your and your project partners’ channels and social
media
• Map existing projects/channels on the field
Analysis and planning

9. www.europeanschoolnet.org - www.eun.org
Make your choice
• Consider carefully the channels (website/social media
accounts/newsletters) you want to have
– Set up your website (CMS) and social media accounts – if needed
– Consider to coordinate editorial content between website/existing
accounts
– E.g. for some of our projects we “use” European Schoolnet Facebook
or Twitter accounts: For iTEC (itec.eun.org): iTEC website; European
Schoolnet Facebook page; Twitter hashtag: # itec_eu. Bottom up
approach: learning activities/videos realized by teachers
– iTEC: video: http://bit.ly/11wTQGk
• Consider the audience, type of message
– KeyCoNet (researchers): website + Slideshare + LinkedIn / no FB
– Scientix: website with teachers community, Twitter, no FB
9

10. www.europeanschoolnet.org - www.eun.org
Analysis and planning
• The decision of using social media can be reflected in the
budget (and HR aspect)
– Subscription to online tools to manage and schedule your posts
– Facebook ads or google campaigns require budget
– Buying pictures, filming, editing videos are additional costs
• Identify your “Champions”
– E.g.: very engaged teachers/bloggers who contribute to the
content/project. They have already their networks – great booster!
• Cooperating with partners is essential
– E.g. iTEC: our industry partners are very active on twitter
10

11. www.europeanschoolnet.org - www.eun.org
Production/maintenance
• Once the website and social media accounts are set up - who is in
charge?
– Integrate your social media within your website (e.g. AddThis)
– Collaborative work: involve partners, experts, participants at events
– Leadership: editorial coordination
• Consider using some tools:
– for managing your social media (e.g. We use Sproutsocial: manage several
accounts, track conversation, assign tasks across the team, search
keywords (only 1 week back) include report functionalities. Other tools:
– Hootsuite.com: social media dashboard, free up to 5 accounts
– TweetDeck.com: share contacts across accounts
– Socialbro.com: manage and analyse your twitter community
– for sending out newsletters (e.g. we use Mailchimp)
– For keeping track and monitoring contacts (e.g. we use Nimble, a CRM
system combined with social media listening)
11

12. www.europeanschoolnet.org - www.eun.org
Production/maintenance
• Create valuable content
– Make your content readable, actionable, sharable
• Social media is all about PEOPLE and ENGAGEMENT
– Tweet back, thanks people who re-tweet you, like pages that shared
content with you, ask questions, join conversations on similar topic,
reply to comments, be there!
• New demands should be analysed
– Review the communications strategy every year: be flexible!
– E.g: Is this new tool/account going to bring any added value? E.g. we
are re-thinking the social media strategy of inGenious and plan to
have FB and Twitter (building new brand, sustainability vision)
12

13. www.europeanschoolnet.org - www.eun.org
Monitoring/Reporting
• Monitoring your social media impact
– It should not take place only at the end of your project
– Pay attention to your “peak events”: Twitter is extremely useful during
your conference as “real time” social media
• Use reporting tools, depending on your organisation/budget
– Facebook insight: free, offers quite in-depth analysis of your fb page
– Trendsmap: free, useful for hashtag maps
– Sproutsocial: not free, unlimited reporting (remember to link your
social account to it since the start! Or you’ll miss your report)
13

14. www.europeanschoolnet.org - www.eun.org 14

15. www.europeanschoolnet.org - www.eun.org 15

16. www.europeanschoolnet.org - www.eun.org
Questions/Doubts?
• Remember: always ask WHY! 
• Any question?
Thanks!
Valentina.Garoia@eun.org
Find us on Twitter @eu_schoolnet
and facebook european.schoolnet
16