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Use of Social Media - CIVITAS ELAN -

Gain insights into effective utilization of social media for stakeholder engagement, addressing challenges and opportunities in promoting interaction and user participation in project initiatives.

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Use of Social Media - CIVITAS ELAN -

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  1. Use of Social Media- CIVITAS ELAN - Dr. Michaël Opgenhaffen LessiusAntwerp / K.U.Leuven Mechelen, 27 sept 2011

  2. Reflectiononsocial media initiatives I’mnotresponsiblefor the budget, soit’s easy to speak ;-)

  3. Goodthings • The partners are usingsocial media (website, Facebook, Youtube, …) and present multimedia messages • Each city has a specific subsite in ownlanguage • Some subsites implementsocialactivityontheir website • Somegreatideas (romantic story, …)

  4. Negativethings • Hard to getinsightinto the structure of CIVITAS project and the social media initiatives • 20 citiesdoing more orless the same + external partners (like Mobiel21.be, gentfietst.be, …)  Wherecan I foundinformationabout CIVITAS ormobility project withregard to forexample Gent? • Sometimes ‘old’ news • - mobiel 21: last newsarticlefromJune • - civitas Ljubljana: last blog article is from May • - generalFacebookgroup: last wall post from August

  5. Lack of homogeneity

  6. Lack of sharing features ongeneral site and (most of) subsites

  7. Important to measureusers’ engagement to the project!

  8. Lack of interactionwithusers • Few reactions, few likes, few ratings (Facebookpostswith 0 likes) • Lack of feedback onreactions

  9. Lack of twitteractivity

  10. Lack of humanization of project (who’sbehind the project?)

  11. Lack of cross-promotion of socialactivity - No visibility of socialactivities (Facebook fans, Flickrphotos, Linkedinmembers, Foursquarecheck-ins, …) on the website - Only few links between the social media platforms - Onegoodexplanation: there is notenough content on the social media platforms!

  12. 2. Use of social media for engaging stakeholders (general overview)

  13. Social media, socialnetwork sites, web 2.0/3.0, … • People have contact through online/digital platforms • People share content (text, photos, videos) • Relation between members based on interest (family, friends, soccer, Starbucks in Antwerp, Justin Bieber, sustainable mobility)

  14. Past: one-waycommunication - Anonymous surfer

  15. Later: two-waycommunication • With nicknames (sugerhoney1983@hotmail.com) + avatar • Written words

  16. Now: Socialcommunication - Mostly real names (to be found!) + real profile pictures- Multimedia (text, pictures, videos)

  17. Types of social media 1. ‘Traditional’ social media (forums, blogs)

  18. 2. Socialnetwork Sites (SNS) • Netlog (young people, -24 years) • Facebook (everyone, everything, 700 million (!!) users, average 38 years)

  19. Linkedin (professional network)

  20. Twitter (+200 millionusers, + 1.5 billion (!!) searches, microblogging, personalexperiences, real-time updates)

  21. Locationbasedsocialnetworking

  22. Sharing platforms

  23. + expert platforms

  24. Uses and gratifications of social media • To getinformed (what’s happening?) • To profile (look what I do / what I know) • To beentertained / to relax / to pass time • Interactionamongusers is important to reachgratifications(= user-to-userinteraction) • Basedonmessages, photos, videosaround a shared interest(= user-to-usersharing)  hard to manage social media activity !

  25. Active, sharingaudience? Well …

  26. Society = SO LO MO • Is sustainablemobility a “social media thing”?

  27. Society anno 2011 • SOCIAL (networking, friends making, doing things together online) • LOCAL (community building based on interest + based on location) • MOBILE (more smartphones than ever + ipads = time and place shifting)

  28. Is mobility SO LO MO?

  29. Mobility = Social !

  30. Mobility = Local !

  31. Mobility = mobile !

  32. Augmented-reality ! = real-world environment is augmentedby computer data

  33. BiciValancia

  34. Gasolina in Spain

  35. To conclude: • Mobility is a social media thing !! • OrganisationslikeCIVITAsshouldusesocial media to • Present information (what are we doing) • Entertain users • Interactwithusers • What is yourproblem? (researching) • Howcan we help you? (service) • What do you propose? (co-creation) Involvement + engagement !

  36. 3.How to increase and engageyoursocial media ‘fanbase’?

  37. Why do you want 1000 fans, likes? • Meet Sofie … • Don’taskwhatyou want, butwhat the people want

  38. Feed the platforms • Facebook fan page • Twitter account • Linkedingroup • Flickr • Youtube • Foursquarecheck-in • Slideshare • …

  39. Makeitvisible • Uniform house style • Lay out of sites • CIVITAS_Gent / CIVITAS_Zagreb • #CIVITAS_ELAN • … • Provide ‘about’ information

  40. Crosspromotion • Online – online + traditional – online • Paid media: display advertising, google/Facebookadds, … • Owned media: website, magazine, news letter, blog, business card, …

  41. Earned media: tv show, newspapers, twitter, blogs, …Veryinfluential! • Reallife: meetings, lectures, festivals, …

  42. Website shouldbe base site forall (social) activities

  43. Providegratifications • Communication (think SO LO MO) • SO: Make communication possible (reactions, rating, sharing, humanization of profile, …) • LO: Organize specific communities (local – hyperlocal / business people – students) • MO: make mobile version of platforms, implementation of Foursquare/Gowalla, design mobile apps

  44. 2.Entertainment/gamification • Polls, funny videos, special features, … • Gamification = the use of game features to engage audiences (challenges, levels, rewards, …) • Reward users/fans/followers with • Badges • Twibbons • Registration of performances • …

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