Communication and information strategy

for the benefit of our members

Round table brainstorming session

09.30-12.30

Part 1: Information and communication

Key words:

• Knowledge is power• Information needs to be accurate• Exchange and share • Appropriate & good communication

=

Key to be effective and successful in delivering the right message !

Use of social media?

• Cross linking information on different communication platforms (website, event blogs) with tools as Facebook, LinkedIn or Twitter.

Some food for thought:• Do your Board members know the AIE?• Do you sometimes use examples of your sister

associations to reinforce your statements e.g. negotiating labour agreements

• Your trade magazines have interesting articles, worthwhile translating …we are only about 15 languages short

• Presidents’ speeches/messages lighting up national views could be shared

• Events/technologies/position papers

Information and communication between AIE and member associations

Questions: – What kind of information do you want or

can you share: policy, trends, latest technologies, other members’info?

– How do you spread EU / AIE information to your members?

– What would be helpful? What format?– What can you do? How can you exchange

information: issues, articles @ national level

• Some food for thought:

• Can the AIE secretariat directly work with your communication representative or mandated trade magazine (GS in copy of interactions)?

Known AIE channels

Ask for event banners with links in AIE website and your event page.Several partners of AIE have been using this in the framework of a media partnership (on free mutual basis)

Ask for event banners with links in AIE website and your event page.Several partners of AIE have been using this in the framework of a media partnership (on free mutual basis)

Use Members wall for cross reference to your event/award/position

Use Members wall for cross reference to your event/award/position

The AIE ISSUU Library can be consulted through the whole EU and beyond and you can start following interesting links on your own.

The AIE ISSUU Library can be consulted through the whole EU and beyond and you can start following interesting links on your own.

Use the Newsslider on our home page to introduce your event, EU or national position, award, festivity.

Use the Newsslider on our home page to introduce your event, EU or national position, award, festivity.

Website level

Known AIE channels Public pages on ISSUU - publications

AIE issue accounts counts 28 Publications and some people are starting to follow – you can enhance this by linking to blog and Facebook or Linked In – and become a follower yourself

AIE issue accounts counts 28 Publications and some people are starting to follow – you can enhance this by linking to blog and Facebook or Linked In – and become a follower yourself

80 million people read something every month… 15 mio publications on ISSUU right now

80 million people read something every month… 15 mio publications on ISSUU right now

PART 2

• Introduction

• 1. AIE Communication channels

• 2. Facts and figures by Kellen Europe’s report on Social media

• 3. Ten recommendations by Kellen Europe’s report on Social media

• 4. Key Findings by Focus Group

• 5. Conclusion(s) & advises

Part 2: Social media

Introduction • Some food for thought:

Did you pick up interesting info or an article by reading a little sentence on a LinkedIn or FB page that led you to the organisations website later on?

• Fastest growing demographics on FB & other social networking sites, are people over 50 !

Introduction Some food for thought: • “Social media can help to focus on topics and

trends”

• « Defining social media correctly is that it is a collective term describing the means of communicating and most of all, engaging with people ».

1. Known AIE channels 1.2. Social Media use until now

Some food for thought: • Enhance the use of social media, but the time-

consuming input for a small association is always a tricky point ►search for the right balance

• But we should continue to increase visibility on various platforms and thus enhance our importance as a lobbying group / sector representative

1. Known AIE channels 1.2. Social Media use until now & 1.3. Direct Mailing

Platforms: • > AIE-CYE website• > AIE_CYE Blog• > Picasa pictures• > AIE_CYE Facebook

• Direct mailing through weekly infoflashes and AIE Newsletters – basis of AIE info

1. Known AIE channels 1.4. Enhancing interaction and opinion exchange

• Get accustomed with Skype Premium as to enhance activity between members and the AIE secretariat. Up to 9 people can video conference and share documents while discussing…

► faster feedback on urgent topics that need attention.

• Good deal: only one member (= AIE General Secretariat) needs a prepaid Skype premium account

2. Facts and figures by Kellen Europe’s report on Social media

• 2.1. Responsibility of Managing Social media activities – 49% Communications manager

2. Facts and figures by Kellen Europe’s report on Social media

• Time dedicated to Social Media activities – 48% 1-5 hours per week (21% less than one hour) – 19% 6-10 hours a week

2. Facts and figures by Kellen Europe’s report on Social media

• !! 46% says to be influencing key opinion formers through Social Media accounts

2. Facts and figures by Kellen Europe’s report on Social media

• Channels used - are you surprised as well?

2. Facts and figures by Kellen Europe’s report on Social media

• Impact of Social Media – Do you agree on this?

2. Facts and figures by Kellen Europe’s report on Social media

Impact – Do you agree on this?• Facebook is most likely to be perceived as the

platform with the greatest potential for negative impact, whereas

• Twitter is considered to have the greatest potential for positive influence

• AIE: someone who ‘tweets’ for his association could only be directly politically involved and must be able to say the best reflection on a topic in the shortest way.

2. Facts and figures by Kellen Europe’s report on Social media

• Measurement of Social Media impact • 41% say that their organisation measures its

impact • 51 % doesn’t.

2. Facts and figures by Kellen Europe’s report on Social media

• The most common form of measuring is the amount of followers = 73%.

• 53% say that they use the response of their target audience

• 47 % analyse comments

2. Facts and figures by Kellen Europe’s report on Social media

• Social media contribution to achieve Business Objectives. • Just 18% say that it is effective• 29% say it is ineffective

• 34% give their organisation’s social media activities a score of ‘3’ out of ‘5’

• In other words: nobody really knows well

2. Facts and figures by Kellen Europe’s report on Social media

• Value of Soc. Media activities • More than 56% say that the amount of

resources their organisation invests in social media is worthwhile

• while just 4% say that it is not worthwhile

• However, 31% say that it is too soon to tell if the resource that they invest is worthwhile or not.

3. Ten recommendations by Kellen Europe’s report on Social media

1. Clearly define your association’s objectives for using social media

2. Outline a social media strategy that fits in with your association’s overall strategy

3. Set out clear guidelines and policies for the use of social media within your association

4. Pick the right channels and get acquainted with them

3. Ten recommendations by Kellen Europe’s report on Social media

5. Be transparent and ready to react

6. Mandate and trust those responsible for social media in your association

7. Provide meaningful content !!!!

8. Be clear, focused and adapt your message to the channels

3. Ten recommendations by Kellen Europe’s report on Social media

9. Monitor and measure your effort through both quantitative and qualitative tools

10. Dive into it — explore, evaluate and continue investment only in channels that work for your association!

4. Key Findings by Focus Group

Communication Directors from 10 European associations active in a variety of industries discussed the key findings (we took 2 out of 4)

• How to fit social media in the association’s strategy and governance?

• Which type of social media channel should be used for each type of communication?

4. Key Findings by Focus GroupHow to fit social media in the association’s

strategy and governance?

Why use it and what to achieve?• Clear objectives, a concrete strategy and

implementation plan and tangible goals make it easier to get associations leadership on board of Soc. Media.

• Draft a clear implementation plan that includes defined measurements and staff time.

4. Key Findings by Focus GroupHow to fit social media in the association’s

strategy and governance?

• Before embarking on a social media program, establish a clear policy.

• Consider who will be the voice and social media gatekeeper

• Define the core messages and those issues of concern

• Know exactly how each channel works in terms of good understanding of environment and atmosphere.

4. Key Findings by Focus GroupWhich type of social media channel should be used for each type of communication?

Select the right channel to get your message to the right audience.

About TWITTER• Twitter also serves as an excellent “early

warning system” about issues of concern• Associations use Twitter to generate traffic to

others• Your organisation can become an influencer

by investing time to engage and take part in the debate.

4. Key Findings by Focus GroupWhich type of social media channel should be used for each type of communication?

4. Key Findings by Focus GroupWhich type of social media channel should be used for each type of communication?

About BLOGGING• Blogging for associations requires a strong

commitment and investment in terms of human resources.

• Associations should know, however, that they do not have to blog all by themselves. You may engage academia or journalists to ghost write blog articles or to post occasional guest blogs to supplement your own content.

4. Key Findings by Focus GroupWhich type of social media channel should be used for each type of communication?

About LINKEDIN• LinkedIn can be very effective in reaching a

targeted B2B community. Member engagement, member recruitment and events are posted here. It is an easy tool to engage/dialogue with key people and stakeholders operating within the community.

• Benefits of a LinkedIn group over other social media platforms is that you can still keep the group “locked” for members only.

4. Key Findings by Focus GroupWhich type of social media channel should be used for each type of communication?

About YOU TUBE / VIMEO / PICASA• The use of video has gained importance over

the past years. Event reporting and short messaging on the associations’ website and as part of advocacy campaigns are growing interest. In combination with Facebook or Twitter, linking to the association’s You Tube channel, Picasa pages or website can be very effective.

5. Conclusion(s) & advisesSocial media:

• should act as means of support for any form of communication your association undertakes.

• should have authentic dialogues• needs constant monitoring and prompt

response to be effective in message management

• is not a “one-size-fits-all” communications tool for associations

5. Conclusion(s) & advisesSocial media:

• may not be the right solution for every application. Other electronic communications such as email, text messaging or webinars might be better solutions for specific needs.

• need an integrated approach across social media channels and traditional media vehicles to generate more traffic to all communication tools used.

• Associations need to consider social media as a fully accepted and integrated part of the overall communication strategy and budget.

5. Conclusion(s) & advisesFinally:

• Social media is dynamic.

• Like a garden, you must cultivate it.

• Example: Article of CEO Pfizer • Ian C. Read on LinkedIn:• ‘You can gain respect in Drops,

but can lose it in Gallons’