by Angeles Tejado and Marta Prados

1. #myFIWAREstory FIWARE Press Office
fiware-press-req@lists.fi-ware.orgCommunication Strategy for SMEs

2. Building the new Communication
Concept
IDEA #1: SUSTAINABILITY IDEA #2: COMMUNITY
IDEA #4: SUCCESSIDEA #3: PRODUCT

3. 1.- CREATIVITY AND
IDENTITY

4. Moving from "PROJECT" TO
"REALITY"
Visually, moving on
from pictures
conveying optimism,
enthusiasm and
aspirations....
... to photos of real, tangible
and provable situations and
people that convey familiarity,
reality and credibility.
In terms of messages,
moving on from news
talking about projects,
aspirations, processes,
advances....
...to stories: real cases, familiar,
human and tangible that show
the results of all the work done
and demonstrate the
sustainability and credibility of
FIWARE
How do we build up Credibility?

5. The COMMUNITY has become a reality:
 The OSC has been created with a solid foundation
and clear objectives (askbot + governance model)
 The community has grown and diversified (SMEs,
ihubs, large companies, public institutions, cities,
etc.)
 The technology is sufficiently developed to ensure
its sustainability (debugging process and growth of
GEs)
 We are developing initiatives to incorporate
contributions from third parties (Bounty program)
 FIWARE Foundation has been announced
We are at a time in which we have real use cases:
 Real applications which are in operation,
demonstrable, clear and useful: Success Stories
 Applications specialized in emerging sectors, of
interest to society and in which clear advances and
knowledge in the sector where they apply can be
shown: vertical markets.
New Motto
SHOW AND PROVE
"We are a solid ecosystem, there
are many of us who are committed
to it, (large companies,
institutions, government agencies,
developers, entrepreneurs and
start-ups worldwide) and we have
cases showing that this is a reality
and that it works"

6. VISUAL PROPOSAL

7. VISUAL PROPOSAL

8. NEW HOME FIWARE.ORG

9. SUCESS STORIES DEVELOPERS

10. COMMUNITY

11. 2.- COMMUNICATION
STRATEGY

12. ANNOUNCEMENTS STORYTELLING
TONE

13. MESSAGING & CONTENT What is being
told?

14. FIWARE.ORG
FIWARE Map
Success Stories
tab
Blog
News
SOCIAL MEDIA
 Facebook
 Twitter
 Google +
 YouTube
 Slideshare
Paid Media
Ads
Owned Media
Corporate content
Earned Media
Organic
Converged
Media
Promoted
Brand
Content
Brands that
ask for share
Sponsored
Custom
SOCIAL ADS
Facebook Ads
Twitter Ads
LinkedIn Ads
SPONSORED
CONTENT
Blog marketing
Video seeding
CHANNELS Where are they being told?
PRESS (for more info see the
press strategy document)
Regional press
Specialized Press
EVENTS
Roadshow
SCWE
ICT Lisbon
Smartapphack
MWC…

15. FORMATS How is being told?
VIDEOS
BLOG POST/ NEWS
PRESS RELEASE
INFOGRAPHICS
SOCIAL MEDIA
CONTENT
WEB VISIBILITY
Fiware.org
Visibility on map
Visibility on the Success Stories tab*
Be part of http://myfiwarestory.fiware.org/ *
Creation of a video *
Creation of blog posts *
FIWARE Stories Week*
FIWARE News
Social Media Promotion: ad hoc content to publish it on FIWARE's social
networks
 Extra visibility during participation in events (paid media – Social ads)
 "FIWARE Success Stories" Playlist - Youtube
Press release: Highlighted presence in the press releases we send to the
media
Events: Active attendance (speaker, case, etc.) at leading events at which
FIWARE attends + promotion of the project at the event
*only selected cases

16. myFIWAREstory web site

17. video Link to
blog post
Drive to the
Success Story's
website
Photo Gallery
myFIWAREstory web site

18. Example Hostabee (Social Media Adds)

19. MONDAY:
PRESENTATION
TUESDAY:
THE PROJECT
WEDNESDAY:
THE SOLUTION
THURSDAY:
THE TEAM
Hostabee (myFIWAREstory’s week - Facebook)

20. FRIDAY: THE STORY
Hostabee (myFIWAREstory’s week - Facebook)

21. EXAMPLE OF GLOBAL CONTENT - #myFIWAREstory – MEDIA & CONTENT INDUSTRY

23. Example NEWS & POST

24. Example EVENTS – SCEWC’15
Owned Media

25. Paid Media
Example EVENTS – SCEWC’15
Total share: 6.925
Page views: 1.144
Av. Time on page: 3.28
Total reach: 564.425
Engagements: 11.466
Link clicks: 1.049
ER%: 2,03%

26. Example EVENTS – MWC’16
Owned Media

27. Example EVENTS – MWC’16
Paid Media

32. Not only FIWARE should tell about Success Stories... the people
behind these Success Stories need to be involved and feel proud of
being part of the ecosystem and convey this on their channels of
communication (website, social networks, events)
What we want is for SMEs to tell us their stories on #MyFIWAREstory
Thereby showing the ecosystem and giving voice to those that can
recommend FIWARE and that have something to say about how
FIWARE has helped them to evolve their business.

33. THANKS
FIWARE Press Office
fiware-press-req@lists.fi-ware.org