Social Media Strategy. The starting point 1. Targets Primary target Developers Entrepreneurs - Start-ups Bloggers - Specialized magazines Secondary

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Social Media Strategy

The starting point

1. Targets

Primary target

Developers

Entrepreneurs - Start-ups

Bloggers - Specialized magazines

Secondary target

Companies

Cities / Institutions

2. Social Media selection

2.1. Social media usage in Europe

We started by analyzing social media usage in the main EU countries in order to select the social media sites in which FI-WARE will be present.

2.1. Social Media usage in Europe


2.2. Social Ecosystem

Current PlatformsNew proposal

Main Platforms Secondary Platforms

Photos

Engage and WOM Platforms

Docs & Presentation

s

Streaming platforms (If

necessary)

Slideshare

Videos

Flickr


We´ve selected the social media sites suitable for FI-WARE and their priority based on their usage, their nature and their affinity with our target market and the FI-WARE project.

3. Definition of each site

3.1. Linkedin

Primary social media site

Target audience Developers Entrepreneurs - Start-ups Companies and institutions

What we will create A company page: where we’ll post

the most corporate FI-WARE contents

A FI-Lab technical group targeted at the most technical developers

A FI-WARE user profile to periodically generate content within the group

FI-WARE role: institution / specialist

Contents for the company page: Increase awareness of the FI-WARE

initiative public Increase awareness about the projects

that are being developed thanks to the FI-Lab

Connect professionals and encourage communication between them.

Increase awareness of the potential of the FI-Lab platform (uses and competitive advantages over competitors)

Increase awareness of the challenges and their phase of development

Publish the calendar of events and communicate the conclusions


3.1. Linkedin

Role of the group in Linkedin:Our aim is to convert the FI-WARE group into a meeting point and forum for discussion for developers, where the contents and most technical aspects of the FI-Lab platform can be developed.

That is why this group should be managed by a FI-WARE expert and developer (backed by the FI-WARE CM team - Margarita Tremblay and Domingo Legua).

The FI-WARE profile person will occasionally take part in the group periodically to share general information (challenges, events, news, etc).


Third party collaboration (Linkedin and Xing)

For both Linkedin and Xing we will occasionally need to use third party companies and other FI-WARE specialists with personal profiles in these sites.These specialists will generate specialized discussions within the FI-WARE groups.This strategy will be coordinated by the FI-WARE CM team.

Example: TID developers Partners of technology companies FI-WARE Ambassadors Etc.

3.2. Xing


We’ll replicate the strategy and contents used for Linkedin for this site



Target audience Developers Entrepreneurs /start-ups (who know that

via this platform they can contact developers and launch their projects)

Bloggers - Specialized magazines

What we will do Profile

FI-WARE role: influencer

Contents: Reproduce Linkedin contents Share content and local news Broadcast live events live (for

example: CP Europe) Conversations or reinforce

relationships with influencers (always talking)

3.3. Twitter


3.4. Google +

Secondary media site (worth exploiting to evaluate how it develops. It could become a primary site)

Target audience Developers Entrepreneurs – start ups

What we will create Company page

*If it becomes a primary site: Community of FI-WARE developers with the same strategy as that applied to Linkedin and Xing

FI-WARE role: institution/specialist

Contents: Reproduce Linkedin contents


3.5. Facebook

Secondary media site (worth exploiting to evaluate its viability. It could be eliminated in the future)

Target audience General public

What we will create A Facebook page

FI-WARE role: publish, create awareness of this initiative among the general public and that thanks to developers advances in society are achieved

Contents: Generic: examples of how technology

helps society advance Successful case studies explained in

an informative way Simple and self explanatory images

Tone: simple, entertaining, friendly. There is no need to shy way from hot topics or current situations


3.6. Flickr, Slideshare, Youtube, streaming platforms

Content platforms

Objective: Encourage viralization and content sharing

Create different content formats to share in primary and secondary social media sites

Periodic use depending on the material we obtain.

They won’t have an specific role

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Style Manual for Social Media

Social Media where we will be present

1. General style manual

1.1. Personality

We are technology experts and we want to share our passion for it.

We promote the Open Source philosophy and technological innovation to achieve the common good.

We are open minded, inquisitive, honest and accessible. We like enterprising, creative and original people.


1.3. Tone and style of conversations in social media sites

FI-WARE´s tone in social media sites will be friendly and positive.

We will try to achieve the right balance between the standard, relaxed and conversational tone generally used by these communities and a more informative, formal and corporate approach.

The tone used will be flexible and adapted to the specific characteristics of each social media site:


1.3. Tone and style of conversations in social media sites

Facebook, Twitter, Google +These are sites in which users seek diversion. They want to read about their friends, be distracted. Generally they prefer light content that is interesting and entertaining.

Linkedin, XingThese are professional networks, where users interact for professional reasons. Here our tone will be more serious, corporate and formal.

Youtube, FlickrThese sites are used basically to store and display audiovisual and photographic content, so the tone may vary between a relaxed or a more formal tone, depending on the content.


1.4. Content selection

Content will be selected according to the priority we want to give to each communication.

Content will vary as follows:

• informative about technology and of interest to our community

• corporate and about the FI-WARE project

• events that FI-WARE are organizing or inviting its members to attend

• Interesting facts about the territory

• entertaining facts about technology, to provide diversion and encourage viralizaton


1.4. Content selection

Content may also be of different types and from different sources:

Ours External

TextsTexts written by ourselves on behalf of FI-WARE.

Quotes, always mentioning the author and the source.

ImagesCorporate photographs and of events hosted in our Flickr. Infographics.

Purchased with rights from an image bank.

Videos Videos hosted in our Youtube channel.Videos that we find and deem of interest to the community.

Links

Articles from our blog.Web sites and articles that we consider of interest to the community.

Our corporate web sites.

“Campus” webs.


1.5. Comment management policy

We will always respond to questions or issues raised by users. We will only take part in the conversation when we consider that our comments or contributions could be valuable.

“Trolls” will be completely ignored and we will only delete comments that contain:

- Inappropriate content

- Offensive language

2. Specific considerations

2.1. Facebook

All the specifications contained in the general style manual are applicable to Facebook. Next we will highlight a series of specific points that need to be taken into consideration for other social media sites.


2.2. Twitter

Policy for managing mentions, FAV and RT

Mentions: we will mention users publicly or directly depending on whether the answer is deemed of general interest or only concerns the user.

Favorites: we will mark as favorites the tweets that we think should be saved or that deserve a “Like” but that we do not want to RT because we think that they are not of general interest for our community.

RT: we will RT those tweets that deserve to be shared with our followers, that represent FI-WARE’s values or that add value to our conversation, always respecting the fact that the content belongs to the author.


2.2. Twitter

Type of content

Due to the restriction in the number of characters that can be used in Twitter, as well as the behavior of its users, most of the content that we will publish will be in text format, or texts with a link. We may also publish pictures or videos but to a lesser extent.

Twitter will also be used to cover the live events we will attend or that we consider relevant for our followers. We will communicate effectively using hashtags in order to provide real-time information.


2.3. LinkedIN y Xing

ToneIt will be much more formal than in other social media sites since they will be our corporate social network sites par excellence, because Linkedin and Xing users use these sites as professionals in their industry. Here, entertainment is not an important factor. ContentDue to the restriction of the number of characters and the display characteristics of the networks, we will publish links mainly. We will also publish videos or texts but to a lesser extent.

Comment managementWe will try to involve users by asking questions, encourage their participation or ask their opinion. After that we let users, as professionals in their field, to generate debate. However, we will take part whenever necessary (answering questions, for example).


2.3. Google +

ContentGiven the nature of this social media site, most of the content that we will publish in Google + will be links that add value to users. We will also publish videos or texts but to a lesser extent.

Text posts will be used only for corporate communications, notices and other content when we cannot use an additional element because it is not available (a link or an image).

SEOPosts will be brief and SEO focused since it is an important characteristic of Google+.


2.4. Youtube

ContentIn Youtube we will share all the FI-WARE related videos. The headlines will be simple and concise and descriptions will be brief and representative of all the content of the video.

We will use it as a storage library from where we’ll feed the other social media sites and also as a tool to generate virality for the audiovisual contents that we have. ToneDepending on the content of the video, we will use either a more informative, technical or casual tone (if the video content calls for it, like for example, a casual event or gathering).


2.4. Youtube

Comment management

We will only take part in the conversation when we can add value, when we are asked something directly, or when the comment deserves a valuation or an assessment from FI-WARE. However generally we won’t take part in the conversation since this is not our preferred forum for talking to people who follow a FI-WARE.

SEO Both the headlines and the description will be SEO oriented. We will include the keywords that users use to search for content, but in a more ”friendly, human language”.


2.5. Flickr

Contents

We will upload all the photographs we generate relating to FI-WARE. It will also be used as a library to feed the other social media sites and as reference point for users looking for content related with the brand.

The images may be corporate, material obtained from events in FI-WARE takes part, ad hoc created graphics or any other material that adds value to users and may be used to increase the content of other social media sites.


2.5. Flickr

Comment management

This site does not usually generate a large volume of comments, although images from events may be commented on by those who attended the events and aim to start a conversation based on an image.

For this reason, we will allow a natural flow of conversation around our content, taking part only when we can add value to the conversation, are asked something directly, or the comment deserves a valuation or an assessment by FI-WARE.

Documents

Social Media Strategy. The starting point 1. Targets Primary target Developers Entrepreneurs - Start-ups Bloggers - Specialized magazines Secondary