Manuel Pueyo vision and challenges. Online Communication for European Headquarters

1. Digital Skills for
International Headquarters
An exercise of multi-disciplinarity
@ManuelPueyo 

2. Structure of this presentation
Who am I and what is my methodology
The challenges for EU ‘Brussels’ Bussiness (BBs) to get
their job done
Opportunities offered by the Internet to address those
challenges
How can I help
Track record

3. Who am I? Manuel Pueyo
I am a Freelance Digital Strategist with a Killer
Network
Between 2 cities: Madrid and Brussels
I design and execute strategies and products to
communicate for and on behalf of European networks
Team worker (freelance≠alone)
The way i like to work and do things is summarized
around the concept of Civic Creativity.

4. What is Civic Creativity©?
Term borrowed from consultant Charles Landry but given a
complete different meaning.
Civic Creativity (CC) consists of absorving energies, skills and
values of the creative individuals living in the city.
CC is an effective use of perspicacity and co-creation. It promotes
clear-sightedness by exploiting and managing real active networks
that balance skills, worldviews and backgrounds.
This network is the result of attending conferences of
entrepreneurs, innovation meetings, work spaces and cultural
events that operate in a wide range of sectors and city areas.

5. “EU Brussels Bussiness (BBs)”
Challenges
Pervasive challenge: Short attention span and
information overload.
Networks and Pan-European associations in Brussels
have troubles involving their national partners. Getting
them more active in the life of the network.
Bring EU closer to citizens.
The current visual quality of EU institutions websites
is, in general, utterly mediocre.

6. Challenge 1
: Short Attention Span & Information Overload

7. Remedy: Creativity
Design and Think: Lead people through complexity by
offering a unique, creative and trustworthy perspective.
There is a lot of valuable information in your
organization. Share it and become a Guru: people will
read and see what you say.
Use social media to make your company appear
funnier, friendlier.

8. Challenge 2: Networks and Pan-European Associations in
Brussels have difficulties involving their national partners
Common concern from BBs: “70% of my network is just
a passive receiver of information”.
International Headquarters need to move on from
being a nexus of information to turning this
information into online action.

9. The solution: Internet as a tool to improve the
management of your community.
Technologies come and go but communication is
accumulated. Need an updated knowledge of latest
tools in order to explore which channel better suits
your internal communication needs.
Problem, vision, change. What is the problem you are
confronting? Use the tool for a purpose.
Dynamism, story telling, human touch.

10. & Remix
Digital writing is about the remix. Saying the same thing in different
platforms. Each of these platforms have its own language. You need to be
able to take advantage of poll of pre-existing images, text, long text, 140,
sounds and video that is at your disposal to be utilized for the promotion
of your message.

11. Challenge 3: Bring
the EU Closer to its
Citizens
Costs of making noise on the web
today are too low. Internet is a
channel for citizens to send clear
signals to EU Institutions. But for
this you need to combine digital
action with offline activity.
January 2011. Start of the mechanism
of European citizens initiative. Since
you need signatures in 9 different
member states, Internet is going to
play a strong role on its
implementation.

12. Challenge 4:
Mediocracy in EU Visual
Quality
See my Power Point: A New Brand for Europe in this link
http://www.slideshare.net/olebrussels/brand-for-europe

13. How can I help ?
Sound expertise on web, mobile and emerging channels.
I am civic, creative and human.
Strong understanding for EU policies and International
Relations.
Is not work what I am looking for. Looking forward to
developing my passion, entering into conversations and have
fun creating new ways of saying things online.

14. TRACK RECORD
I’ve worked for companies like:
Tipik.eu
Scholz & Friends
Mostra
Cleverwood
Corona Extra
See more details on tasks in my linkedin profile or contact
me for more information at manuelpueyo@hotmail.com