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EC EUROPA Digital transformation

Transforming our digital presence

Digital communications have exploded in the past decade. People are becoming more connected and more demanding online and our organisation should make the most of these developments. To keep pace with these changes, a major cross-Commission programme of digital transformation is underway to help us rationalise, redefine and redesign how we communicate online.

The aim of the programme (formerly known as EC EUROPA web rationalisation programme), run by DGs Communication, DG Translation and DIGIT, is to:

  • help people find the information they are looking for quickly and easily,
  • make the European Commission's online communication more coherent,
  • make it easier for people to understand what the European Commission does,
  • save money with better online communications by reducing the number of (more costly) emails/phone calls. 

Read high-level web rationalisation notes of March 2012 and 2013 on page on Communication Policy and Strategy.

 

The mandate

The project team is supported by a director-level working group set up by Catherine Day and chaired by the Director-General of DG COMM. At their first meeting the directors adopted a series of principles of online communication, the first of which is to focus on user needs when we communicate online.

 

Digital transformation programme vision   

"We believe that digital communication channels can bring the EU closer to people and enable the Commission to play its role more effectively. A strong digital presence will help us be more relevant, coherent and transparent while giving the institution a more human face. We believe that our decentralised organisation can best achieve this with a central, cross-DG multi-disciplinary team that:

  • aligns organisational goals with user needs and tasks
  • sees digital as a crucial part of overall communication strategies
  • takes decisions based on facts not opinions
  • sees technology as an enabler
  • favours collaboration and co-creation with all stakeholders
  • works in a strategic partnership with the DGs
  • focuses on cost-efficiency and economies of scale
  • strives for permanent improvement of skills and the way we do our work"
 

Organisation-wide programme

Digital transformation is an ambitious programme that must involve all Directorates-General. It is a challenge that will call on us all to reach out from our silos and work together across units and DGs. In particular, all communication units, webmasters and internet editors have a vital role to play in.

 Where to start

  • Update the inventory of the sites run by your DG. This will give you a good overview of the content on your site.  Don't forget to include sites hosted outside the European Commission domain (ec.europa.eu) – you might need to get this information from your DG's policy units.
  • Cut the 'dead branches': look at sites or content which have not been updated recently. There might be some sites you can close down straight away (like the site for an event or campaign that took place 3 years ago).
  • Clean up your website(s): delete/archive old pages, integrate sites which have been developed outside of the europa.eu domain and improve the quality of your DG's online publishing.
  • Investigate who your users are: start with gathering analytics and search data. Then extend your information gathering with contacts from marketing events, forums, press events etc. Focus on all the points where you are in contact with your audience, and get to know them better.
  • Improve your content by making it more user-centric and searchable.
  • Make the people in your DG aware of this programme (the central team in DG COMM can also come and present the programme to your DG).

 Don't hesitate to contact us at: EC-DIGITAL-TRANSFORMATION@ec.europa.eu