Ian Andersen - Community-building by numbers

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@Antusheng#simplysummit

SimplySummit2012

Community building by

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What does DG Interpretation do?

• Provides quality interpretation for meetings in all 23 EU languages

• Organises conferences for Commission DGs and others

• Manages the Commission's meeting rooms and their technical installations

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Staff

• Approx. 850 in all – 600 staff interpreters, 250 admin staff

• Largest interpreting service in the world

• In 2011 :11,000 meetings 150,000 interpreter days About 60 meetings a day700-800 interpreters a day

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Why are we in social media?

• - succession-issues in a number of languages

• - insufficient awareness of interpreting careers

• - help partner universities

• - more graduates able to pass EU tests

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Primary objective

• to help partner universities get more students of better quality to apply to interpretation courses.

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The audiences

• secondary school students

• university students (also graduates)

• relatives• authorities

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Preliminary results of survey of influencers

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The messages

• language study is good for you

• there are jobs in languages

• there are jobs in Brussels

• interpreting is a great career

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• traditional and new media

• social media• Exhibitions• speaking tours /

school visits• government

relations• lobbying

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What about the social part?

• - we talk to our community mainly through

• Facebook

• But also:• - YouTube• - website mailbox• - (not) Twitter

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Casting against type ...

• Distant• Bureaucratic• Complicated• Aloof• Unapproachable• Useless, faceless Eurocrats

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Living the brand ...

• Attentive and involved• Approachable and easy-going• Jargon-free and clear replies• Always helpful and ready to offer advice• Facebook page your best friend online• Real people from your side engage in

conversations

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Rules of engagement

• Create value for the friends• Involve people• Always tell the truth• Respond promptly and helpfully• Get involved yourself

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Weekly Content Plan

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Weekly Content Plan

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Page operates on 3 levels:

• as a promotion tool for the interpreting services and the profession

• as a provider of curated light entertainment and language news (primarily to build audience figures)

• as a model for direct communication with the citizens whom we help solve their career – and sometimes existential, problems through dialogue – lending solid support to the Commission’s image and brand

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Cartoons

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Quizzes

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Quotations

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Videos

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Engagement

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Crude metrics & results 2011

• YouTube - some 60,000 views• Facebook: added 8,900 fans• Twitter: 1232 followers added• Europa websites - +30,000 visits/mo

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Total Reach

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Reach vs. Likes

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Most successful postings…

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It’s not about the page ....

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Impact on key universities in 2011

• 50% increase or maintenance of high level of applications achieved in 2010

• Quality of candidates up

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... It’s really about the community building

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Thank you!

ian.andersen@ec.europa.eu

@Antusheng