Communication strategy and social media Katarzyna WalczykMatuszyk IPPT

Communication strategy and social media Katarzyna Walczyk-Matuszyk, IPPT PAN, NCP Poland NCP_Academy M&E Workshop on Communication Strategy Paris, 6 March 2017

Focus of the presentation (1) How NCPs deal with communication and social media? – basic data (2) Case study Poland: § Communication strategy as a process § Examples, social media IPP T PAN, 05. 03. 2017 2

Communication strategy of NCPs • Context based – national/ regional ecosystem vs. NCP structure; • Various models – ressources, institution’s strategy; • Various data – mapping excercise of NCPs’ activities under the NCP_Academy; IPP T PAN, 05. 03. 2017 3

Type of communication activities in NCPs 4

Responsibility for communication in NCP organizations 5

Types of Social Media activities in NCP organisations 6

Responsibilities for communication in Social Media 7

Impact of social media on NCPs activities ? 8

Poland – where are we? 45000 40000 35000 20. 00% 16. 32% 15. 52% 17. 29% 13. 69% 17. 61% 16. 46% 16. 52% 15. 66% 30000 25000 11. 93% 12. 58% 17. 05% 15. 56% 15. 68% 13. 56% 13. 04% 14. 23% 13. 84% 13. 45% 11. 52% 12. 03% 10. 57% 10. 03% 20000 14. 44% 10. 43% 18. 00% 16. 00% 14. 00% 12. 13% 11. 85% 11. 73% 11. 41% 12. 00% 10. 00% 8. 00% 15000 6. 00% 6884 793 10000 4. 00% 2. 00% 0 0. 00% Un ite d Ki ng d Ge om rm an y Sp ai n Ita ly Ne Fra th nce er la n Be ds lg iu Sw m ed e Gr n ee c Au e s De tria nm Po ark rtu g Fin al la n Ire d la nd Cz ec Pol a h Re nd pu Ro blic m a Hu nia ng Sl ary ov en Bu ia lg ar Es ia to n Sl ia ov ak i Cy a pr u Cr s oa Lit tia Lu hua xe ni m a bo ur g La tv ia M al ta 5000 Liczba uczestnictw we wnioskach Liczba uczestnictw w projektach GA IPP T PAN, 05. 03. 2017 Wsp. Sukcesu 9

Target groups EU level: EC, EP, liason offices, regional offices, associations, NCP Networks…. NCPs National/ Regional dimension: applicants, beneficiaries, partnering organisations, lultiplicators, NCP network, regional and national authorities, media etc. . /n. Industry, academia, individual researchers, NGOs, newcomers, etc. . IPP T PAN, 05. 03. 2017 10

Challenges vs. communication goals • Awarness on H 2020 → new discurs & channels • Branding at the national and EU level → improvments needed • Clients → we should go for the best • Weak internationalisation → make Polish R&I visible IPP T PAN, 05. 03. 2017 11

Facing challenges – reaching goals • Consistency in branding and services • New approach to traditional channels and tools • Social media strategy • Development of new tools • Support of external communication experts • Presence in media • Use of existing partnerships • Dissemination of PL success stories IPP T PAN, 05. 03. 2017 12

Goals vs. KPIs • Planning vs. ressources avaliable • SMART and KISS (e. g. (i) set of promotional materials, (ii) no. newsletter subscribers vs. % increase in time, (iii) implementation of new tools etc. ) • Monitoring & lean approach IPP T PAN, 05. 03. 2017 13

Ressources • NCPs – clear role, tools and competencies; • Communication unit – development and implementation of the communication strategy; • External experts – professional communication services; marketing and • Multiplicators – partners’ ressources • H 2020 Beneficiaries IPP T PAN, 05. 03. 2017 14

Designing of the process • • • Clear message and rules – why, how, what, who Expert support – hire/ subcontract Capacity building – trainings etc. Upgrade/ restructuring of traditional tools Development of new tools and channels Quality assesement & lean managment IPP T PAN, 05. 03. 2017 15

Results_multiplication Conference of Rectors of Academic Schools in Poland Polish Academy of Sciences EEN, Agencies etc. . § Awarness raising on Horizon 2020 § Identifying the best scientists/research teams § Partner search § Development of grant offices IPP T PAN, 05. 03. 2017 16

Results_ internationalisation IPP T PAN, 05. 03. 2017 17

Results_awarness raising_media • Strategy for collaboration with media; • Systematic approach – expert’s support, capacity building; • Building links and network; • Presentation of H 2020 through success stories; • Snow ball effect; IPP T PAN, 05. 03. 2017 18

Results_awarness raising Crystal Brussels Prize IPP T PAN, 05. 03. 2017 19

Results - social media It is not an easy job – strategy and ressources; Possibilities for quick and various communication; Source of data (type of clients, outreach); Easier access to target groups (Twitter – policy makers and influencers, industry; FB – young researchers, applicants and multipliers); • Correlation: promotion via social media vs. interesst of our clients; • Risks – e. g. haters; • • IPP T PAN, 05. 03. 2017 20

Communication vs. company strategy Communication IPP T PAN, 05. 03. 2017 21

…. Thank You Katarzyna Walczyk-Matuszyk Deputy Director NCP Poland Tel. : +48 795 112 955 E-mail: katarzyna. walczyk@kpk. gov. pl 16. 09. 2020 22