Communications Networks, Content and Technology

Communication: Delivering our communication strategy

Communication: Delivering our communication strategy

Communication (Unit D.3)

A greater understanding within Europe of the need to embrace rapidly ICT as a key element of Europe's economy & society, and a change in actions along the lines required by our policies.


In order to support the delivery of the Digital Agenda for Europe, we carry out a communication strategy, agreed by the senior management end of 2010, and which seeks to inform people of our actions; increase understanding for our policies; and promote engagement & interaction with & aiming our stakeholders.


DG Connect has moved away from the European Commission's traditional communication (one-off, single-issue campaigns, led by external content production) to a 100% Digital (web, social media…), and largely in-house, integrated and campaigning style of communication, accompanied by increasing levels of online engagement (cf. #ConnectedContinent).The Commissioner's top-level commitment to this approach has allowed us to achieve policy aims in areas where we lack the traditional tools of legislation or significant financial resources (grand coalition, web entrepreneurs, women in ICT).In parallel, Connect has developed the Digital Agenda for Europe (DAE) brand as a way of strengthening our engagement with key stakeholders - moving to a deeper "community management" approach, based on the collaborative features of our web site based on editorial improvements, with a changed approach to publishing, with quality and organization rather than quantity as the drivers.

  • political communication managed by SPP and implemented by DG COMM via a limited number of IPs, speeches, the Commission's web page and Commissioners' social media
  • stakeholder communication, implemented with greater freedom than before by DGs.
1. To support the DG in achieve goals and it's mission. 2. We define and help the DG to carry out an integrated communication strategy. This implies shaping views on complex issues within the DG and using the full panoply of tools to present them to external audiences.


Full-Time Equivalent: 
21.00 full-time equivalent (FTE)
Collaboration with other DGs or agencies:
A budget in 2015 of 1.3 Million EUR

Communication strategy

An integrated, and constantly evolving communication strategy based around a “100% digital” approach, clear messages for headline policy and research topics and initiatives, and suitable content for use across all communications platforms, such as press releases & MEMOs, blog posts, web pages, social media, newsroom items and community engagement.

Timeframe: Ongoing



Production of press, web & social media content

Target 10000 (Jan - Dec 2015)
Baseline 13105 (Jan - Dec 2014)

Strong Brand for Digital Agenda for Europe

The impact of our communication is reinforced by a constantly evolving process of on-line engagement, around the issues raised by the Digital Agenda for Europe on our own platforms (social media & web site) and on other's, as we demonstrate clearly our willingness to engage with outside views, including contradictory ones. The Commissioner's speeches, blogs, and social media presence mirror this openness but set a stronger, inspirational political tone.

Timeframe: Ongoing



Engagement on Digital Agenda Facebook page

Target 0.90 (January-December 2015 (average for the year))
Baseline 1.30 (January-December 2014 (average))
Current n/a (n/a)

Applause on Digital Agenda Facebook page

Target 13.95 (January-December 2015 (average))
Baseline 10.40 (January-December 2014 (average))
Current n/a (n/a)

Engagement on Digital Agenda Twitter account

Target 1.50 (January-December 2015 (average))
Baseline 1.44 (January-December 2014 (average))
Current n/a (n/a)

Applause on Digital Agenda Twitter account

Target 11.90 (January-December 2015 (average))
Baseline 10.40 (January-December 2014 (average))
Current n/a (n/a)

A comprehensive and leading web presence

The website covers all our policy areas and content/messages/links are coherent up with communications outputs and the corporate messages thanks to intensive editing of content with the addition of feedback tools;. The website is a hub of engagement and amalgamates the various routes into our evolving stakeholder database under a Single Profile, considerably easing the user experience; facilitating engagement by topic.

Timeframe: Ongoing



Traffic to Digital Agenda for Europe Web site

Target 11,000 Unique Browsers per Day (median) (01.01.2015-31.12.2015)
Baseline 10,547 Unique Browsers per Day (median) (01.01.2014-31.12.2014)
Current n/a (n/a)

Europa Analytics (European Commission Web Analytics Tool)

Communication strategy

Our output and key messages are featured in and occasionally leads the news agenda across all media and in online conversation, thanks to the credibility, clarity & consistency of our messages and the innovative way in which we communicate them.

Timeframe: Ongoing



Compound communication & engagement index

Target 100% (2015)
Baseline n/a (n/a)
Current n/a (n/a)

Traditional Media Impact (media uptake)

Target 15.00% (January - December 2015)
Baseline 16.00% (Daily, weekly & annual reports)

Monitoring by an external contractor.Foreseen grow down as result of the policy of reduction of IPs.

Subscribers to all Newsroom services

Target 190,000 (December 2015)
Baseline 155,249 (December 2014)

Internal monitoring tool

Likes on Digital Agenda Facebook page

Target 14,000 (January-December 2015)
Baseline 11,004 (01.01.2015)

Facebook analytics

Followers of Digital Agenda Twitter account

Target 47,000 (31.12.2015)
Baseline 34,598 (31.12.2014)

Twitter analytics

Link to DG CONNECT's Top Level Targets

  • Europe 2020 - 75% of the population aged 20-64 should be employed Europe 2020
  • Europe 2020 - 3% of the EU's GDP should be invested in R&D, complemented by a future EU 2020 Headline Innovation Indicator
  • Europe 2020 - Greenhouse gas emissions should be reduced by 20% compared to 1990. The share of renewable energy sources in final energy consumption should be increased to 20%. Energy efficiency should improve by 20%
  • Europe 2020 - The share of early school leavers should be under 10% and at least 40% of 30-34 years old should have completed a tertiary or equivalent education
  • Europe 2020 - Poverty should be reduced by lifting at least 20 million people out of the risk of poverty or social exclusion
  • EIP AHA - Increase healthy life for everyone in Europe by an average of two years
  • eCommerce Action Plan - Double the share of eCommerce in retail sales and of the internet sector in European GDP by 2015
  • H2020 - By 2020, one third of all Europe's ICT business investment in ICT R&D in the EU should come from companies created within the last two decades
  • DAE - The entire EU to be covered by broadband by 2013
  • DAE - The entire EU to be covered by broadband above 30Mbps by 2020
  • DAE - 50% of the EU to subscribe to broadband above100 Mbps by 2020
  • DAE - 50 % of the population to buy online by 2015
  • DAE - 20 % of the population to buy online cross-border by 2015
  • DAE - 33 % of SMEs to make online sales by 2015
  • DAE - The difference between roaming and national tariffs to approach zero by 2015
  • DAE - To increase regular internet usage from 60 % to 75 % by2015, and from 41 % to 60 % among disadvantaged people
  • DAE - To halve the proportion of the population that has never used the internet from 30 % to 15 % by 2015
  • DAE - 50 % of citizens to use eGovernment by 2015, with more than half returning completed forms
  • DAE - All key cross-border public services, to be agreed by Member States in 2011, to be available online by 2015
  • DAE - To double public investment in ICT R&D to € 11 bn by 2020
  • DAE - To reduce energy use of lighting by 20% by 2020