This MarCom training module is booked by the Executive Agency for Competitiveness & Innovation.

A new one will be organized soon.

Name of course :The web as a communication channel -Strategic module

Date

30/09 & 01/10

Trainer

Olivier Mathelot

General objective

Make the EC decision makers and the EC web managers aware of the new impactful political communication practices, and enable their teams to use the internet as a media to communicate (interactively and with a multiplication effect) with target audiences.

Duration/schedule

2 days

Target public

EC web decision makers

EC web managers

Maximum participants

8

Pre-requisite (if applicable)

Web decision makers or managers  who need to promote and enhance the visibility of a policy or activity area, for stakeholders, professional groups, and wider public (by using the web as a media, and structuring web contents and interaction with visitors/users).

Content

Topics covered

• WEB CAMPAIGN :

  Introduction to a case WEB 2.0 completely measured (impact, ROI, costs, necessity, resources…).

• WEB 2.0 :

  In terms of web participation, what can we do and not do at the E.C. or in your DG?

• To go through strong and weak ways of institutional communication on the web;

• AUDIENCE :

  Discover the new hidden audiences and their behaviour towards the Web 2.0 era.

• A GOLDEN JOB :

  Do you know you have a new job without knowing it, discover it!

• WEB MANAGEMENT :

  Analysis of strengths, weaknesses, opportunities and threats of web tools 2.0 authorized at the European Commission.
   

• How to build a web project not at the start of the contents but from your audiences aiming at: PCG³ Method and Strategic planning.

• IPG EUROPA :

  The new possibilities and new constraints.

• GOOGLE :

  9 approaches to be present with at least 2 links on the first Google page in each country aimed by your campaign. Devote less than 30 minutes.

• GO GO GO :

  Some interesting techniques to put in place for the multipliers to obtain and maintain the viral effect.

• FACTS: Measurability and R.O.I. of your web project. on line

  PUBLIC DIPLOMACY 2.0 :

  Contingency plan: think about the action plan to face of denigrate online communication or competitors blogs such as stoplisbontreaty.org, …?

• How to put up a strategy of Public Diplomacy 2.0 with few of resources.

Teaching methods

Teaching by exemples

Progressive engagement

Exercises

Documentation / supports

Powerpoint, websites, webtools and handsouts