“CNES ON FACEBOOK?!”...CNES ON SOCIAL MEDIA On Facebook Links: videos, pics, games/quiz, fun...
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18 / 09 / 2013 “CNES ON FACEBOOK?!” A public institution in the age of social media Séverine Klein Head of General Public Department External Communications, Education and Public Relations – CNES 18 September 2013 [email protected] / Twitter: @MelleKetchup CNES in the age of social media 1
Transcript of “CNES ON FACEBOOK?!”...CNES ON SOCIAL MEDIA On Facebook Links: videos, pics, games/quiz, fun...
18 / 09 / 2013
“CNES ON FACEBOOK?!” A public institution in the age of social media
Séverine Klein Head of General Public Department
External Communications, Education and Public Relations – CNES 18 September 2013
[email protected] / Twitter: @MelleKetchup
CNES in the age of social media 1
BACKGROUND
CNES 2,400 personnel at 4 field centres Perceived as engineer-oriented An outreach mission to inform and educate citizens, particularly
youngsters
CNES’s digital communications: objectives Attract new audiences Promote CNES, its work and the benefits of space as widely as possible Set the standard for France’s space industry Energize CNES’s image through new initiatives
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CNES before
… social media: A corporate website (www.cnes.fr) aimed at the general public Supported by a galaxy of satellite, thematic and more targeted sites No interaction with users: a purely top-down approach to communication
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ADAPTING TO A CHANGING WORLD
Timeline 2008: Launch of first accounts and progressive uptake. A showcase-type
approach: » 2008: Launch of our Facebook page » 2009: Launch of our Twitter account: @CNES_France
2010: First experiments with real-time communication: Live Tweets and search for the right ‘tone’ on social media
A growing online presence (new platforms): » Flickr, Instagram, Scoop.it, Tumblr
2011: First IRL events (TweetUps). Web users meet and begin to form communities
2012: Social networks now central to policy 2012–13: First evaluations and move from experimental phase to
dedicated strategy 2013: Launch of our Google+ account and related community. Launch of
dedicated programme for bloggers
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FEEDBACK
Who’s following us? Facebook is primarily a network for sharing and discovering in the private
sphere. It is uniquely aimed at a very wide audience. » In particular, it enables us to reach the 18 – 35 bracket, our primary target.
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FEEDBACK
Who’s following us? Twitter: 1 in 3 followers are communicators and journalists
» Potential with thought leaders and more conducive to conversations
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MEET THE ‘SPACE GEEKS’
Description Enthusiasts, not necessarily technical experts From all social/professional backgrounds Found all over the world Ultra-communicative: active across social networks and the blogosphere Highly equipped (technophiles): share common traits with ICT geeks Will typically go to any lengths to feed their passion
The Spacetweeps community Create and facilitate space-related pages and groups, organize their own space-related events
and seek support from agencies Further disseminate the messages we put out These online communities act as relays:
» Space fanatics, allies and ambassadors » Many communities centred on other interests, which can be mobilized when needed (comic strip artists,
environmentalists, etc.)
They can be a channel of influence
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CNES ON SOCIAL MEDIA
On Facebook Links: videos, pics, games/quiz, fun facts Aimed at a very wide audience Invitation to public & local events
On Twitter Real-time events (livetweet, tweetstories) Bloggers recruitment to dedicated event (tweetups, hangouts) Conversation with our communities
On Google+ Thematic topics dedicated to specific circles (coming soon) Thematic hangouts with bloggers “Space for me” private community dedicated to space fans and ambassadors
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CNES TYPICAL SOCIAL MEDIA WEEK
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Feedback from the ground
1ST TWEETUP / ARIANE LAUNCH… AT ÉVRY
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FEEDBACK
From grassroots Very positive feedback from web users, provided they feel involved. Awareness of the
complexity of our activities. The effort to make space accessible is welcomed. Events serve as a catalyst. However:
Online, it is hard to convey the key underlying messages Our strategic themes are not the most popular
A few figures In 2012, Facebook and Twitter were the two primary sources of traffic (excl. search engines). In
2011, they were ranked 5th and 16th respectively. Each of these two networks generates more traffic than our own space-related sphere of
influence. During an event, traffic generated by social networks accounts for 10% of visits, compared with
2% at other times. On Facebook, the average level of engagement observed is twice as high as the typical
average for brands.
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IMPACTS MEASURED
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APPENDICES
CNES ON SOCIAL MEDIA
Main accounts: Social networks and microblogging: Facebook (2008) Twitter (2009) Google+ (2012) Tumblr (2012, experimental)
Media sharing: Dailymotion (2007) YouTube (2013) Flickr Calaméo Soundcloud Instagram
Content curation Scoop.it
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MOBILE & TABLET APPS
Main accounts: Social networks and microblogging: Facebook (2008) Twitter (2009), now the backbone of our actions Google+ (2012) Tumblr (2012, experimental)
Media sharing: Dailymotion (2007) YouTube (2013) Flickr Calaméo Soundcloud Instagram
Content curation Scoop.it
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