First session of the Web2LLP 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 (European Schoolnet) Website: http://web2llp.eu/training/online-session-1-web-strategy

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Web strategy and action plan -
Hands-on tips from European Schoolnet
4 September 2013

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European Schoolnet:
• Overview
Outline of the presentation
Digital communications strategy:
• 5 pillars
• Examples of comms activities
from European Schoolnet

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European Schoolnet: network of Ministries of Education
Aim: promote the best use of ICT in teaching/learning
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

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w w w . e u n . o r g

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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/social media 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

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Make your choice
• Consider carefully the channels (website/social media
accounts/newsletters) you want to have
– Set up your website (CMS: wordpress) 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. E.g. iTEC (itec.eun.org) is promoted via European
Schoolnet Facebook page; Twitter hashtag: #itec_eu. Bottom up
approach: learning activities/videos realized by teachers
• Consider the audience, type of message
– KeyCoNet (researchers): website + Slideshare + LinkedIn / no FB
– Scientix: website with teachers community, Twitter, no FB
– POLL: What is the best way to engage with your audience?
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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 conversations, assign tasks across the team, search
keywords, report. 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)
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Production/maintenance
• Create valuable content
– Make your content readable, actionable, sharable
– Visual content
POLL: How would you best interact on social media with project
participants or stakeholders?
• 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!
Valentina.Garoia@eun.org
Find us on Twitter @eu_schoolnet
and facebook european.schoolnet
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