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Communication Seminar Budapest | 9-10 September 2019
Tell the story and work with social media
Joint Secretariat | Communication Unit
TWO KINDS OF PROJECT STORIES
Generic project story (most often not a “story“, rather an “elevator pitch“)
Concrete story to illustrate a message(respecting all story essentials)
STORY ESSENTIALS (1)
Purpose
Stories need a reason to be told. So, why do you tell it? Most often to illustrate a specific
message. Stories makes it easier to understand what you want to bring across.
STORY ESSENTIALS (2)
Audience
Don’t create content for content’s sake. Understand who you are going to
tell a story to. You need to work on your story to fit your specific audience.
© Flickr
STORY ESSENTIALS (3)
Business storytelling is not about making things up. It is non-fictional.
It needs to be backed up by solid reasoning and facts.
Truth
© drawnalism
STORY ESSENTIALS (4)
Stories appeal to the heart, not the mind.
Add passion to make a story interesting. Be personal and use emotion.
Emotion
© drawnalism
HOW TO GET TO A STORY
“The first draft is just you telling yourself the story.” - Terry Pratchett
Tip: Writing skills online courses, e.g. https://learning.interact-eu.net/course/making-your-writing-work/
Characters (items)
Tip: Talk to people
Plot
Tip: Read and search
Scene
Tip: Read and search
some more
GOLDEN RULE
Purpose | | |Audience Truth Emotion
How do we choose
what to share?
HOW EUROPEAN LEADERS DO IT ...
More than 12K likes
Angry reactions, especially from #Brexit supporters in UK
• Which platform?
• Who is the target audience?
'To reach your target
audience, you must be
adaptive to their channel
of choice.'
finally…
‘..you’re making someone
to stop scrolling through
their feed and watch it… ‘
SELECT YOUR CONTENT
You have the chance to talk about your topic: you are the
expert!
Is it relevant? Why? For whom?
Have a message for your followers
Make it personal
ADAPT THE LANGUAGE
You only have few seconds to catch a user attention
Write short and simple sentences
Use teaser questions
Keep it informal
DON‘T FORGET TO BE VISUAL
Pictures and videos are part
of the story you are telling
Pick them well!
Brand them, make them eye-
catching and be aware of the
copyright!
POST ON SPECIAL DAYS
Use International, European,
commemorative days
Invite your people to celebrate them with
you!
Use a calendar planning tool
Links: https://www.un.org/en/sections/observances/international-days/
https://www.daysoftheyear.com/
PLANNING/MONITORING TOOL
Our post about
project
achievement
Project post – sharing interesting content
„#“ versus „@“
Planning our event
Linkedin,
Project post
announcing
an
event
Story blog on programme website
SELECTION OF CHANNELS
INTERREG EXAMPLES
• CEETO project
• Video
collection at
• What are they
about?
INTERREG EXAMPLES
• SMART watch
project
• Why picture of
Tamagotchi?
INTERREG EXAMPLES
• CERIecon project
• #EUinmyregion campaign
• Before-after effect
• Using channels of partners
Plan it!
Be visual: use pictures, slideshows, videos
Experiment!
Follow up and evaluate your work!
Have fun!
Underestimate it
Feel left alone
Use acronyms and project language
Make all your post look the same
22
DOs DON‘Ts
GOLDEN RULE
SOCIAL MEDIA IS NOT ABOUT STATING THE OBVIOUS.
BE CREATIVE. LOOK BEHIND THE SCENES
OR FROM DIFFERENT PERSPECTIVE.
HOW OTHERS DO IT
CIA gained 300,000 followers in the first few hours following its set up
with their first tweet.
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