Communications Networks, Content and Technology
European Commission Directorate General

Communication: DAE communication strategy

Communication: DAE communication strategy

Goal

Our vision is a greater understanding within Europe of the need more rapidly to embrace ICT as a key element of Europe's economy & society, and a change in actions along the lines required by our policies, both in general and in specific terms for each of our policy areas.

Action

In order to support the delivery of the Digital Agenda for Europe, we carry out a communication strategy agreed by the senior management in 2011, and which seeks to inform people of our actions; increase understanding for our policies; and promote engagement & interaction with & aiming our stakeholders.

Situation

In 2012, we joined up our output or traditional & social media, increasing the amount of output that leads to conversations or feedback. We have integrated social media into the new web site and the progressively increase possibilities for sharing and collaborating on the site.In 2013, we aim to manage a "100% Digital" paper free communication strategy, maintaining the position which the Commissioner has established in social media and continue to translate it into greater understanding & active support. We need to maintain the focus on the political face of the Commissioner, which helps give a greater accountability to political choices, while developing the 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; and technical improvements, an open-source platform provided by DG DIGIT which allows constant updating with in-house resources rather than expensive, one–off external contracts.

Input

Full-Time Equivalent: 
People: 
25.00 full-time equivalent (FTE)

Collaboration with other DGs or agencies:

Budget: 
A budget in 2013 of /- EUR 500.000 for developing our communication tools and for monitoring their impact.
Communication (Unit D.3)
Results/Impacts

Communication strategy

Our output is featured in and occasionally leads the news agenda across all media on the issues where we are active, thanks to the credibility, clarity & consistency of our messages and the innovative way in which we communicate them.

Timeframe: Ongoing

Indicators

1659

Neelie Kroes Facebook

Baseline 5,593 in Jan 2013 (Fans)
Target 6,500(end 2013)

Neelie Kroes Twitter

Baseline 60,937 in Jan 2013 (Followers)
Target 100,000(end 2013)

Media uptake

Target Maintain stability (end 2013)

Digital Agenda for Europe Facebook

Baseline 4,990 January 2013 (Fans)
Target 6,000(end 2013)

Digital Agenda for Europe Twitter

Baseline 11,243 in January 2013 (Followers)
Target 18,000(end 2013)

Newsroom All services subscribers

Baseline 79,117 in January 2013 (individual subscriptions)
Target 115,000(end 2013)

Communication tools

The Digital Agenda web site, which develops over time with the addition of new features based on demand. First experience shows that the editorial approach is paying off, with 60,000 pages deleted, 1200 created and traffic increased. This has been achieved at lower cost than an external contract and will continue to deliver improvements at low marginal costs, allowing the DG to carry out in house what would have previously been contracted out at far greater expense and with inadequate guarantees over sustainability.Consistent with DG CONNECT's position as the leader in the Commission's effort to rationalize its web presence, we built a new web site for the Digital Agenda in October 2012 using the open source platform provided by DG DIGIT. We migrated the web site of the DG to the same platform in July 2013, and will migrate the web site of the Commissioner in September 2013, achieving gains in efficiency by managing only one web platform.

Timeframe: Ongoing

Indicators

1660

Traffic to Digital Agenda for Europe Web site

Baseline 85.000, January 2013 (Unique Browsers / month)
Target 200.000(by October 2013)

Traffic to Neelie Kroes' Web site

Baseline 5,776, January 2013 (Unique Browsers / month)
Target 10,000(by end 2013)

Active management of the "Digital Agenda for Europe" brand

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 we demonstrate clearly our willingness to engage with outside views, including contradictory ones.

Timeframe: Ongoing

Indicators

1814

Digital Agenda for Europe Facebook engagement

Baseline 0.58 in January 2013
Target 0.6 median for the year(end 2013)

Digital Agenda for Europe Facebook applause

Baseline 10.08 in January 2013
Target 14.80 median for the year(end 2013)

Neelie Kroes Twitter applause

Baseline 52.90 in January 2013
Target 66.50 median for the year(end 2013)

Neelie Kroes Twitter engagement

Baseline 8.57%, January 2013
Target 11% median for the year(end 2013)

Digital Agenda for Europe Twitter applause

Baseline 9,43 (January 2013)
Target 10.47 median for the year(end 2013)

Digital Agenda for Europe Twitter engagement

Baseline 0.29% (January 2013 )
Target 0.94 median for the year(end 2013)

Neelie Kroes Facebook applause

Baseline 18.50 (January 2013)
Target 34.53 median for the year(end 2013)

Neelie Kroes Facebook engagement

Baseline 2.50 (January 2013)
Target 2.95 median for the year(end 2013)

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