EC Digital transformation
Transforming our digital presence - the mandate
Introduction to digital transformation (7mins video)
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 DG 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.
The project team is supported by a director-level working group set up by Catherine Day at the beginning of 2013 and chaired by 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.
The digital transformation/web rationalisation programme has been framed by notes addressed in March 2012 and 2013 to all Directors-General.
|Please note: the rules set out in the Information Providers Guide (IPG) apply to the Commission's current legacy web presence. The Commission's new web presence will gradually be accompanied by a revised IPG which will then apply to all web assets hosted on the "Next EUROPA" platform.|
"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:
Digital transformation is an ambitious programme that involves all Directorates-General. We need to work across organisational silos as teams to make the programme a success. This is fully in line with the guidelines and new working methods defined by President Juncker. Communication units, webmasters and internet editors will have a vital role to play in this context.
What you (as a DG webmaster) can do
- 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.
- Freeze the creation of new websites. An "effective online presence" does not automatically translate into a new website. Think of your objectives and the needs of your target audiences first.
- 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).
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