Use facebook metrics to grow your audience and get the media mix right - European Commission

51
EUROPEAN COMMISSION Directorate General for Interpretation Build it and they will come...

Transcript of Use facebook metrics to grow your audience and get the media mix right - European Commission

Page 1: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Build it and they will come...

Page 2: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

DG Interpretation solves its potential succession crisis in key languages through

awareness raising

QuickTime™ and a decompressor

are needed to see this picture.

Page 3: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

What does DG Interpretation do?

• Provide interpreters for the European Commission, the European Council, the Council of the Union and many other EU bodies and agencies (including the ECDC).

• Professional conference organizer for the Commission services (large scale conferences)

Page 4: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 5: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

How big is DG Interpretation?

• 11,000 meeting-days per year• 150,000 interpreter-days• 580 conference interpreter staff• 220 support and management staff• 3,000 accredited freelance interpreters• Total cost: € 0.26 per citizen per year

Page 6: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 7: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 8: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Primary objective

• to help partner universities get more students of better quality to apply to interpretation courses which will lead to more and better output and, ultimately, more interpreters able to pass EU tests.

Page 9: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

The audiences

• secondary school students• university students (also

graduates)• relatives• authorities

Page 10: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

The messages

• language study is good for you• there are jobs in languages• there are jobs in Brussels• interpreting is a great career

Page 11: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

The tools

• traditional and new media• social media• exhibitions• speaking tours• government relations• lobbying

Page 12: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 13: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 14: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 15: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 16: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 17: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 18: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 19: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 20: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 21: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 22: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 23: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 24: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 25: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 26: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 27: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 28: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 29: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 30: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 31: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 32: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 33: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 34: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Typology of postings

• INTE/EP news & events• SCIC/EC news and events• Language & job events• Interpreting news & events• Universities news & events• Europe news & events• Speeches & others online• Creatives• Job vacancies• News features

Page 35: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 36: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 37: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 38: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Most popular post types

• Language related creatives• Interviews with interpreters• Working conditions• Behind the scenes• Training or work opportunities

Page 39: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 40: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 41: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 42: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 43: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 44: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 45: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 46: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

FB Friends nationalities (Status -February)

IT; 18%

GB; 14%

ES; 10%

FR; 8%BE; 7%

DE; 7%

GR; 4%SK; 3%

MK; 3%

PL; 3%US;3%

The rest (10 countries); 19%

Page 47: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Page 48: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Monthly Development of FR friends (Jan 10-15 Feb11)

168

374

802

442

484 491481

504 500

542

627654

640663

0

100

200

300

400

500

600

700

800

900

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

8% of friends on Interpreting for Europe are French

Page 49: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Crude metrics & results 2010

• YouTube - some 80,000 views• Facebook: added 8,000 fans• Twitter: 463 followers added• Europa website - +20,000 visits/mo

Impact on key universities• 25% - 140% increase in applications• Quality of candidates up

Page 50: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

... It’s really about community building

Page 51: Use facebook metrics to grow your audience and get the media mix right - European Commission

EUROPEAN COMMISSION

Directorate General for Interpretation

Thank you