Valentina Garoia - European Schoolnet - Web Strategy and Action Plan

www.europeanschoolnet.org - www.eun.org

Web strategy and action plan - Hands-on tips from European Schoolnet

30 April 2013


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


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


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

http://itec.eun.org/

http://www.saferinternet.org/

http://fcl.eun.org/

http://www.etwinning.net/

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


Digital communications strategy: 5 pillars

1) Analysis

2) Planning

3) Production

4) Maintenance

5) Monitoring/Reporting

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• 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

http://www.namecheck.com/


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

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http://bit.ly/11wTQGk




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

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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)

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http://www.addthis.com/

http://sproutsocial.com/

http://hootsuite.com/

http://tweetdeck.com/

http://www.socialbro.com/

http://mailchimp.com/

http://www.nimble.com/


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)

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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)

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Questions/Doubts?

• Remember: always ask WHY!

• Any question?

Thanks!

[email protected]

Find us on Twitter @eu_schoolnet

and facebook european.schoolnet

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mailto:[email protected]

https://twitter.com/eu_schoolnet

https://twitter.com/eu_schoolnet

https://www.facebook.com/european.schoolnet

Valentina Garoia - European Schoolnet - Web Strategy and Action Plan

Technology

Transcript of Valentina Garoia - European Schoolnet - Web Strategy and Action Plan