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#myFIWAREstory FIWARE Press Office [email protected] Communication Strategy for SMEs
Building the new Communication Concept
IDEA #1: SUSTAINABILITY IDEA #2: COMMUNITY
IDEA #4: SUCCESS IDEA #3: PRODUCT
1.- CREATIVITY AND IDENTITY
Moving from "PROJECT" TO "REALITY"
Visually, moving on from pictures conveying optimism, enthusiasm and aspirations....
... to photos of real, tangible and provable situations and people that convey familiarity, reality and credibility.
In terms of messages, moving on from news talking about projects, aspirations, processes, advances....
...to stories: real cases, familiar, human and tangible that show the results of all the work done and demonstrate the sustainability and credibility of FIWARE
How do we build up Credibility?
The COMMUNITY has become a reality: The OSC has been created with a solid foundation
and clear objectives (askbot + governance model) The community has grown and diversified (SMEs,
ihubs, large companies, public institutions, cities, etc.)
The technology is sufficiently developed to ensure its sustainability (debugging process and growth of GEs)
We are developing initiatives to incorporate contributions from third parties (Bounty program)
FIWARE Foundation has been announced We are at a time in which we have real use cases: Real applications which are in operation,
demonstrable, clear and useful: Success Stories Applications specialized in emerging sectors, of
interest to society and in which clear advances and knowledge in the sector where they apply can be shown: vertical markets.
New Motto
SHOW AND PROVE
"We are a solid ecosystem, there are many of us who are committed
to it, (large companies, institutions, government agencies,
developers, entrepreneurs and start-ups worldwide) and we have cases showing that this is a reality
and that it works"
VISUAL PROPOSAL
VISUAL PROPOSAL
NEW HOME FIWARE.ORG
SUCESS STORIES DEVELOPERS
COMMUNITY
2.- COMMUNICATION STRATEGY
ANNOUNCEMENTS STORYTELLING
TONE
MESSAGING & CONTENT What is being
told?
FIWARE.ORG FIWARE Map Success Stories
tab Blog News
SOCIAL MEDIA Facebook Twitter Google + YouTube Slideshare
Paid Media Ads
Owned Media Corporate content
Earned Media Organic
Converged Media
Promoted Brand
Content
Brands that ask for share
Sponsored Custom
SOCIAL ADS Facebook Ads Twitter Ads LinkedIn Ads
SPONSORED
CONTENT Blog marketing Video seeding
CHANNELS Where are they being told?
PRESS (for more info see the press strategy document) Regional press Specialized Press
EVENTS Roadshow SCWE ICT Lisbon Smartapphack MWC…
FORMATS How is being told?
VIDEOS
BLOG POST/ NEWS
PRESS RELEASE
INFOGRAPHICS
SOCIAL MEDIA CONTENT
WEB VISIBILITY
Fiware.org Visibility on map Visibility on the Success Stories tab* Be part of http://myfiwarestory.fiware.org/ * Creation of a video * Creation of blog posts * FIWARE Stories Week* FIWARE News
Social Media Promotion: ad hoc content to publish it on FIWARE's social networks Extra visibility during participation in events (paid media – Social ads) "FIWARE Success Stories" Playlist - Youtube
Press release: Highlighted presence in the press releases we send to the media Events: Active attendance (speaker, case, etc.) at leading events at which FIWARE attends + promotion of the project at the event
*only selected cases
myFIWAREstory web site
video Link to blog post
Drive to the Success Story's
website Photo Gallery
myFIWAREstory web site
Example Hostabee (Social Media Adds)
MONDAY: PRESENTATION
TUESDAY: THE PROJECT
WEDNESDAY: THE SOLUTION
THURSDAY: THE TEAM
Hostabee (myFIWAREstory’s week - Facebook)
FRIDAY: THE STORY
Hostabee (myFIWAREstory’s week - Facebook)
EXAMPLE OF GLOBAL CONTENT - #myFIWAREstory – MEDIA & CONTENT INDUSTRY
Example NEWS & POST
Example EVENTS – SCEWC’15
Owned Media
Paid Media
Example EVENTS – SCEWC’15
Total share: 6.925 Page views: 1.144 Av. Time on page: 3.28
Total reach: 564.425 Engagements: 11.466 Link clicks: 1.049 ER%: 2,03%
Example EVENTS – MWC’16 Owned Media
Example EVENTS – MWC’16
Paid Media
Not only FIWARE should tell about Success Stories... the people behind these Success Stories need to be involved and feel proud of
being part of the ecosystem and convey this on their channels of communication (website, social networks, events)
What we want is for SMEs to tell us their stories on #MyFIWAREstory
Thereby showing the ecosystem and giving voice to those that can
recommend FIWARE and that have something to say about how FIWARE has helped them to evolve their business.
