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Co-funded by the European Commission within the ICT Policy Support Programme
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COMMUNICATION TOOLS Deliverable 6.2
CIP ICT PSP 2011 – Call 5
Objective 2.1 Aggregating content for Europeana
Project Number: 297167
Project start -‐ end date (duration)
01/03/2012 -‐ 28/02/2015 (36 months)
Name of Lead Contractor for this Deliverable: Internet Architects bvba
Author: Eli Hermans
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DOCUMENT INFORMATION
Deliverable number: 6.2
Deliverable title: Communication Tools
Contractual date deliverable: June 2012 (Month 4)
Actual date of deliverable: 9th of July 2012
Author(s): Eli Hermans (IA)
Participant(s): Dieter Suls (MoMu), Gabriëlle De Pooter (MoMu), Marco Rendina (FRD)
Workpackage: WP 6
Workpackage title: Awareness, Dissemination and Network Activities
Workpackage leader: FRD
Dissemination Level: PU (Public)
Version: 1.0
Keywords: Communication Tools
HISTORY OF VERSIONS
Version Date Status Author (Partner) Description/Approval Level
0.1 20120626 1st draft
Eli Hermans (IA)
0.2 20120702 2nd draft
Eli Hermans (IA) including comments from Dieter Suls (MoMu)
1.0 20120709 Final vrsion
Eli Hermans (IA) includiong comments from Gabrielle de Pooter (MoMu) and Marco Rendina (FRD)
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EXECUTIVE SUMMARY
This document lists all the tools set up for the internal and external communication of the project objectives and the results achieved, in particular the following areas has been addressed:
Visual Identity
To enable efficient communication to all stakeholders and the public at large, a visual identity suited for the various channels in which we will communicate has been developed. The style guide will take into account the variety of channels and formats of the project communication and it will be compliant with the brand guidelines of Europeana1.
Project Tools
The project internal communication will be supported by a project website with a restricted member area containing all the relevant project documentation (deliverables, reports, templates, etc.) and a project management and communication tool called Basecamp2 that will be used to handle the project’s internal communications.
Dissemination and Communication Tools
The use of social media to promote Europeana Fashion is an important component of the dissemination strategy. Social media allow for spreading information amongst partners and users quickly and efficiently, thereby bridging any geographical distance that might exist between them.
For example, stakeholders and partners can be kept up to date about the project’s progress and news on the project website blog or can be invited easily to Europeana Fashion events via the project newsletter. Additionally, social media are the instrument to access the identified target groups, because they can be easily located and contacted online. GLAM professionals, for example, can be found and reached in LinkedIn groups for museum professionals.
Dissemination of project results and community involvement will be supported through the set-‐up and use of different social media channels, like Facebook, Twitter, Linkedin, Pinterest, etc., and through the use of the project website.
Project partner MoMu is currently developing a social media manual that offers a set of guidelines for all consortium partners on how to participate in the social media strategy of Europeana Fashion through the communication tools outlined in this document. Uniform and dedicated participation of each partner in the strategy is crucial to the success of Europeana Fashion as a whole. A successful strategy will reflect in a strong and unified image of Europeana Fashion, an absolute necessity in attracting additional partnerships, engaging new content providers, building the credibility of Europeana Fashion as a research tool and in creating a Europeana Fashion community.
1 http://pro.europeana.eu/web/guest/about/comms-tools/brand-guidelines
2 http://basecamp.com/
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Therefore, the manual stresses the importance of connecting the partners’ own social media channels to those of Europeana Fashion. As soon as these online connections are made, partners can start sharing information amongst themselves and distribute it to their followers. Interaction amongst partners and followers is encouraged to further build the relationship with partners and with their followers, and is thereby essential to gather feedback and enrich the projects results. To address the matter of uniformity, the manual also provides guidelines for partners on how to interact amongst each other (e.g. frequency of retweets) and on style issues (e.g. lenght for a blog post on the project website).
This Social Media Manual will be officially presented during the workshop organized by the Stiftung Preussischer Kulturbesitz the 6/7 September in Berlin.
Because the consortium encompasses many important players in the fashion domain, it is vital that each of them will contribute actively in the Europeana Fashion’s online presence. Therefore, all partners are encouraged to come up regularly with suggestions and conributions of content for the Europeana Fashion social media channels.
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Table of Contents
Document Information ........................................................... 2
History of Versions .................................................................. 2
Executive Summary ................................................................. 3
1 Project website ................................................................. 6
2 Newsletter ........................................................................ 12
3 Social media channels ................................................... 13
Facebook .................................................................................. 13
Twitter ....................................................................................... 14
Linkedin .................................................................................... 15
Flickr ......................................................................................... 15
Youtube .................................................................................... 16
Pinterest .................................................................................... 16
Google+ ................................................................................... 17
4 Office tools and video presentation .......................... 18
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1 PROJECT WEBSITE
The project website serves two main purposes: In the first place, it acts as an information source and provides a tool for collaborative activity for the project partners. This means that the partners will be able to use it as they would a paper brochure but with the advantage of interactivity. This will be useful during public presentations and will be of much more help to the general public who will access the site. Secondly, it provides access to continuously updated information on the project activities, together with a comprehensive review of related activities via sets of links to other sources of information of interest. The website will be maintained during the entire project lifetime by Internet Architects. The language of this project website is English due to the international character of the project. This also allows for continuous updates without the need of translators. For the development, the WordPress technology and Content Management System have been used. WordPress offers a user friendly and low-‐maintenance CMS. The initial informative content of the website has been provided by MoMu and FRD. The look-‐and-‐feel from this website will be used for the Europeana Fashion portal in the future. The website is accessible at http://www.europeanafashion.eu
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Homepage At the launch of the project, the homepage contains:
1. A carousel of fashion pictures. These images will change every three months. 2. A short description of the Europeana Fashion project 3. The first upcoming event 4. The possibility to subscribe to the newsletter 5. An integrated Facebook “like” button, and links to the social media channels
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Blog The blog listing contains articles with content related to Europeana Fashion. Clicking on a title links bring visitors to the detailed article. On the right of the page, there is a link to the blog archives, and links to the social media channels
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Events On the events’ page, all upcoming events are shown. The events are related to Europeana Fashion, and to the fashion domain in general. The events can contain title, description, start date, end date, location and a photo. Clicking on an event, leads the event detailed page, with a map and the full description of the event. There is also a link to the events archive.
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Press and publications On this page, links to press releases are shown, together with automated RSS streams from Diigo and Delicious, reporting news on Europeana Fashion web coverage.
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Members area The member area is restriced with a username and a password. After logging in, there is the possibility to download logo’s, deliverables, reports and other internal relevant documents. This area will be accessible only to consortium partners.
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2 NEWSLETTER
An email distribution system for the newsletter has been set up using Mailchimp. And a newsletter template has been developed. All regions (banner, rows) can be deleted or repeated. The system will be managed by MoMu and FRD. Adaptions to the template, and other technical changes will be done by Internet Architects. The newsletter will have a quarterly issuing, starting from beginning of September.
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3 SOCIAL MEDIA CHANNELS
The following social media channels have been set up and MoMu and FRD will regularly maintain them with the contribution of all the consortium partners.
• URL : https://www.facebook.com/EuropeanaFashion
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• URL : https://twitter.com/#!/eurfashion
• Administrator : [email protected]
• Hashtag : #europeanafashion
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• URL : http://www.linkedin.com/groups/Europeana-fashion-4467515
• Group type : Users must request to join the group and be approved by a manager
FLICKR
• URL : http://www.flickr.com/photos/europeana-fashion/
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YOUTUBE
• URL : http://www.youtube.com/user/EuropeanaFashion
• URL : http://pinterest.com/europeanafash
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GOOGLE+
• URL : https://plus.google.com/115879951963722227275
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4 OFFICE TOOLS AND VIDEO PRESENTATION
A word template for deliverables has been defined and can been downloaded from the members area of the project website. And also a powerpoint project presentation has been created and can be downloaded from the project website. FRD has also produced a short video presentation of the project that can actually be viewed at http://vimeo.com/43922483. A final version of this video presentation will be embedded soon also in the project website.
