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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
• 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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