D6.2 - Project Website and Social Media Accounts Plan

D6.2 – Project Website and Social Media Accounts Plan Page | 1 May 2024 D6.2 Project Website and Social Media Accounts Plan D6.2 – Project Website and Social Media Accounts Plan Page | 2 PROJECT DETAILS Acronym: GAME-ER Title: Gaming Clusters Across Multiple European Regions Project Coordinator: INOVA+ - INNOVATION SERVICES, SA (Portugal) Call: HORIZON-CL2-2023-HERITAGE-01 Type: HORIZON Research and Innovation Actions Topic-ID: HORIZON-CL2-2023-HERITAGE-01-06 Start: 1 March 2024 End: 28 February 2027 Duration: 36 months Website: www.game-er.eu CONSORTIUM No Participant Name Short Name Country 1 INOVA+ - INNOVATION SERVICES, SA INOVA+ Portugal 2 UNIVERSITA DEGLI STUDI DI TORINO UNITO Italy 3 ASSOCIATION POUR LA RECHERCHE ET LE DEVELOPPEMENT DES METHODES ET PROCESSUS INDUSTRIELS CRG France 3.1 ECOLE POLYTECHNIQUE EP France 4 ASOCIACE CESKYCH HERNICH VYVOJARU ZS GDACZ Czechia 5 SPIN SYSTEM SPIN Belgium 5.1 NOVARECKON SRL NR Italy 6 UNIVERZITA KARLOVA CUNI Czechia 7 OGR-CRT - SCPA OGR-Torino Italy 8 PLUG AND PLAY PLATFORM SPAIN SL PNPTC Spain 9 KLASTER HRVATSKIH PROIZVODACA VIDEOIGARA CGDA Croatia 10 GAME ONLY GO France 11 HERNÍ KLASTR Z.S. HK Czechia 12 MUNICIPIO DO FUNDÃO CMF Portugal 13 THE UNIVERSITY COURT OF ABERTAY UNIVERSITY AU United Kingdom D6.2 – Project Website and Social Media Accounts Plan Page | 3 Disclaimer This project is funded by the European Union Horizon Europe framework programme (horizon-cl22023-heritage-01-06) and UK Research and Innovation (UKRI) under the UK government’s Horizon Europe funding under GA no. 101132585. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union. Neither the European Union nor the granting authority can be held responsible for them. © Partners of the GAME-ER Consortium, 2024 This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation, or both. Reproduction is authorized provided the source is acknowledged. Acknowledgements This deliverable was developed based on collective efforts from all partners of the GAME-ER consortium. D6.2 – Project Website and Social Media Accounts Plan Page | 4 DELIVERABLE DETAILS Number: D6.2 Title: Project website and social media accounts plan Lead beneficiary: Spin System Work package: WP6 Dissemination level: Public (fully open) Nature: R: Document, report Due date: 31/05/2024 Submission date: 31/05/2024 Authors: Tirnavean Nicoleta, Spin System Christian Violi, Novareckon Andrea Ceccaroni, Novareckon Reviewers: Luís Leça, INOVA+ , Stefano de Paoli, AU D6.2 – Project Website and Social Media Accounts Plan Page | 5 VERSION HISTORY: Date Version No. Author Note 15/05/2024 1.0 Tirnavean Nicoleta, SPIN Christian Violi, NR Andrea Ceccaroni, NR First Draft sent for revision and input to all partners 23/05/2024 1.1 Stefano de Paoli, AU Input and first revision of the deliverable 24/05/2024 1.2 Luís Leça, INOVA+ Input and revision of the deliverable 31/05/2024 2.0 Luís Leça, INOVA+ Final Revision and Submission GLOSSARY AND ABBREVIATIONS Dissemination and Communication DCP Work Package WP Key performance indicators KPI D6.2 – Project Website and Social Media Accounts Plan Page | 6 TABLE OF CONTENTS Executive summary .............................................................................................................................. 8 1. Introduction .................................................................................................................................. 9 1.1 Project Overview .............................................................................................................................. 9 2. GAME-ER Website ...................................................................................................................... 10 2.1 Website Structure .......................................................................................................................... 10 2.2 Website Continuous Development and Improvement Strategy.................................................... 12 2.3 Website visitors Retention and Attraction Strategies ................................................................... 12 3. GAME-ER Social Media Strategy ................................................................................................ 13 3.1 GAME-ER Instagram Account ......................................................................................................... 14 3.2 GAME-ER Facebook Account ......................................................................................................... 15 3.3 GAME-ER X Account ....................................................................................................................... 17 3.4 GAME-ER LinkedIn Account ........................................................................................................... 19 4. Website and social MEDIA KPIS and impact .............................................................................. 20 4.1 Quantitative Metrics ...................................................................................................................... 21 4.2 Qualitative Metrics ......................................................................................................................... 21 5. Action plan for the next 6 months.............................................................................................. 22 6. Conclusion .................................................................................................................................. 23 D6.2 – Project Website and Social Media Accounts Plan Page | 7 LIST OF FIGURES Figure 1 - GAME-ER Instagram Account............................................................................................. 14 Figure 2 - GAME-ER Facebook Account ............................................................................................. 16 Figure 3 - GAME-ER X Account ........................................................................................................... 18 Figure 4 - GAME-ER LinkedIn Account ............................................................................................... 19 LIST OF TABLES Table 1 - List of Public Deliverables to be included on the GAME-ER Website ................................. 11 Table 2 - Instagram Target Audience and Content ............................................................................ 15 Table 3 - Facebook Target Audience and Content ............................................................................. 16 Table 4 - X Target Audience and Content .......................................................................................... 18 Table 5 - LinkedIn Target Audience and Content ............................................................................... 20 Table 6 – Website and Social Media Accounts KPIs ........................................................................... 22 Table 7 – GAME-ER Action plan for the next six months ................................................................... 22 D6.2 – Project Website and Social Media Accounts Plan Page | 8 EXECUTIVE SUMMARY D6.2 provides a comprehensive overview of the primary dissemination channels for the GAME-ER project, specifically the GAME-ER website and social media accounts. This deliverable outlines the initial state of these tools and offers a strategic plan for their development and utilization. The document is organized into five chapters. The first chapter presents a brief introduction to the GAME-ER project and the objectives of this deliverable, setting the stage for the detailed strategies that follow. The second chapter is dedicated to the GAME-ER website strategy. It describes the website's design and structure, detailing the various sections it will contain. In addition, it outlines how the website will serve as a central hub for information, updates, and resources related to the project. In the third chapter, the focus shifts to the social media strategy. Each social network platform utilized by GAME-ER is described, including Instagram, X, LinkedIn and Facebook. The chapter explains how these platforms will be used to disseminate information, engage with stakeholders, and build a community around the project. The fourth chapter covers the KPIs and impact measurement techniques for both the website and social media. It explains the quantitative and qualitative metrics that will be used to assess the effectiveness of our dissemination efforts, including likes, shares, followers, engagement rates, and more. This section also highlights the tools and methods for tracking these metrics. The final chapters outline the action plan for the next six months and the conclusions of the deliverable, including a Gantt chart to visualize the planned activities and milestones. It describes the steps that will be taken to ensure continuous improvement and engagement, culminating in a strategy to maximize the project's impact. The document concludes by emphasizing the importance of these strategies in achieving the project's long-term goals and sustainability. D6.2 – Project Website and Social Media Accounts Plan Page | 9 1. INTRODUCTION The deliverable D6.2 is strategic for the project because it highlights the tools and methods to increase its impact. It provides an overview of the GAME-ER website and social media accounts, developed by Spin System to enhance the visibility of the project. The social media accounts and website will be regularly updated to reflect the progress of GAME-ER. The deliverable's main objective is to develop a robust plan for the GAME-ER project website and social media accounts. Another goal is to increase the project's visibility and actively engage with a broad audience, to build a community of active followers, along with communication of the project progress and results. These objectives will be accomplished by creating GAME-ER 's presence on social media and by posting relevant content on social media accounts and website. 1.1 Project Overview The main objective of the Gaming Clusters Across Multiple European Regions (GAME-ER) project is to research how video game clusters emerge, develop, and sustain themselves, with a particular focus on local and regional clusters. Based on this research, GAME-ER will formulate a series of policy and practical recommendations which will compose an Interactive Methodological Toolkit. These recommendations are aimed especially at local and national policy and decision-makers, with the intent to help them bootstrap Cultural and Creative Industries clusters or strengthen existing clusters in their regions or cities. Much of the existing research on video game clusters concentrates on clusters outside Europe or on European clusters in capital or large metropolitan cities (such as Helsinki or Hamburg). However, local and regional clusters are also key drivers of innovation, growth, and cohesion, and GAME-ER will fill the gap around the limited knowledge we have about them. To achieve its ambitious objective, a core component of GAME-ER will be a comparative analysis of six local and regional clusters in five European countries, which include France, the Czech Republic, Italy, Scotland, and Portugal. These clusters have been selected because of their different levels of maturity and their specificities, such as the concentration of human creativity or companies. Moreover, GAME-ER will conduct a Europe-wide analysis of the spatial organization of the European video games industry/ecosystem, with a focus on local and regional clusters. Through this research, the project will formulate policy and practical recommendations using a participatory approach and working with policymakers and industry. The project includes 16 partners from 9 countries, with expertise in social sciences and humanities, policy making, the third sector, business, and innovation. D6.2 – Project Website and Social Media Accounts Plan Page | 16 Figure 2 - GAME-ER Facebook Account Table 3 presents the GAME-ER approach, which aims to foster a vibrant online community and enhance the visibility of GAME-ER 's outputs and achievements. Table 3 - Facebook Target Audience and Content Social Network Facebook Target Audience Private and public business support organisations, Investors; Start-up incubators, CCIs European industry players, clusters representatives; Video Game Companies, CCIs incubators and ICT SMEs; Universities and Education institutes; Young people and general public Content Posts about project objectives and activities; Presentation of partners and the clusters; Dissemination of the public deliverables; Presentation of GAME-ER output; Participation in the events; Publication Frequency Posts will be made at least once per week, with additional posts released whenever relevant. D6.2 – Project Website and Social Media Accounts Plan Page | 17 3.3 GAME-ER X Account The strategy for X (formerly known as Twitter) will leverage its unique features designed to foster high engagement. X is a platform renowned for its short messages, public conversations, and realtime updates, making it a powerful tool for engaging with diverse audiences. The platform excels at connecting with professionals from the gaming sector, stakeholders (such as SMEs and developers), and users interested in staying updated with gaming trends. Content will be published on the GAME-ER X account (hosted at: https://x.com/gameer_eu ) at least once a week, with additional posts released whenever necessary. Each post will include updates about GAME-ER and its outputs, utilizing a set of established hashtags to enhance visibility. Given the platform's 280-character limit, posts will be concise yet impactful, often including links to detailed content and multimedia elements like images and videos. X will be used for real-time updates, announcements, and engagement through trending topics and hashtags. The platform's fast-paced environment is ideal for live-tweeting events, sharing news as it happens, and participating in relevant conversations. This approach will help increase the project's visibility and interaction with a broader audience. By utilizing X's capabilities, GAME-ER aims to build a dynamic and interactive presence, ensuring that key updates and insights are disseminated quickly and effectively to engage a wide range of stakeholders. D6.2 – Project Website and Social Media Accounts Plan Page | 18 Figure 3 - GAME-ER X Account Table 4 presents the GAME-ER approach, which aims to foster a vibrant online community and enhance the visibility of GAME-ER 's outputs and achievements. Table 4 - X Target Audience and Content Social Network X Target Audience Local, National, and European Policy Makers and decision-makers; Private and public business support organisations, Investors; Start-up incubators, CCIs European industry players, clusters representatives; Video Game Companies, CCIs incubators and ICT SMEs; Universities and Education institutes; General Public. Content Posts about project objectives and activities; Presentation of partners and the clusters; Dissemination of the public deliverables; Presentation of GAME-ER output; Participation in the events; Publication Frequency Posts will be made at least once per week, with additional posts released whenever relevant. D6.2 – Project Website and Social Media Accounts Plan Page | 19 3.4 GAME-ER LinkedIn Account The strategy for LinkedIn will capitalize on its networking nature, aimed at creating connections between professionals within the same sector. LinkedIn is a social network tailored specifically for professionals, enabling users to share updates, industry news, and content in the form of posts and articles. This platform allows users to engage with their network through likes, comments, and shares, fostering meaningful professional interactions. Content will be published on the GAME-ER LinkedIn page (hosted at: https://www.linkedin.com/company/gameer-eu/) at least once a week, with additional posts released whenever necessary. Each post will include updates about GAME-ER and its outputs, utilizing a set of established hashtags to increase visibility. LinkedIn will target a professional audience, focusing on sharing in-depth articles, project updates, and industry insights. Content will include detailed posts about project progress, partner contributions, and key findings. LinkedIn's groups and professional networks will be leveraged to foster discussions and collaborations with industry experts and stakeholders. Regular updates and professional interactions will help build a reputable presence on LinkedIn. By engaging with industry-specific groups and participating in professional discussions, GAME-ER will enhance its visibility and credibility within the professional community. This strategic approach will ensure that GAME-ER effectively reaches and engages a professional audience, facilitating the dissemination of project insights and fostering potential collaborations. Figure 4 - GAME-ER LinkedIn Account D6.2 – Project Website and Social Media Accounts Plan Page | 20 Table 5 presents the GAME-ER approach, which aims to foster a vibrant online community and enhance the visibility of GAME-ER 's outputs and achievements. Table 5 - LinkedIn Target Audience and Content Social Network LinkedIn Target Audience Local, National, and European Policy Makers and decision-makers; Private and public business support organisations, Investors; Start-up incubators, CCIs European industry players, clusters representatives; Video Game Companies, CCIs incubators and ICT SMEs; Universities and Education institutes; General Public. Content Posts about project objectives and activities; Presentation of partners and the clusters; Dissemination of the public deliverables; Presentation of GAME-ER output; Participation in the events; Publication Frequency Posts will be made at least once per week, with additional posts released whenever relevant. 4. WEBSITE AND SOCIAL MEDIA KPIS AND IMPACT To measure the impact and performance of our social media and website efforts, a combination of quantitative and qualitative approaches will be used, supported by various analytical tools. The primary tools include: • Instagram Insights for tracking engagement and follower growth on Instagram. • X Analytics for tracking engagement and follower growth on Instagram. • Facebook Insights for measuring likes, shares, comments, and reach on Facebook. • LinkedIn Analytics for understanding professional engagement and reach on LinkedIn. • Google Analytics (for website metrics) for tracking website traffic, user behaviour, and overall site performance. These tools will provide detailed insights, allowing for a comprehensive understanding of how our content performs across different platforms. All collected data will be stored in a centralized spreadsheet to facilitate ongoing analysis and reporting. D6.2 – Project Website and Social Media Accounts Plan Page | 21 4.1 Quantitative Metrics Quantitative analysis will focus on the following metrics: • Number of Likes: The total count of likes received on posts across social media platforms. • Shares: The frequency with which content is shared by users, extending the reach of our posts. • Followers: The number of followers on each social media platform, indicating the size of our audience. • Engagement: The overall interaction with our posts, including likes, shares, comments, and clicks. • Profile Visits: The number of visits to our social media profiles. • Reach: The total number of unique visitors who view our posts and website pages. Tracking these metrics will involve using the respective analytics tools for each platform. For comprehensive data collection, all metrics will be consolidated in a spreadsheet (Excel), facilitating easy tracking and analysis. 4.2 Qualitative Metrics Qualitative analysis will delve deeper into the nature of engagement, including: • Impressions: The overall visibility of posts, indicating how often they are seen. • Types of Comments: Analysing the nature and sentiment of comments to gauge audience reaction and engagement quality. • Type of Followers: Understanding the profile of our followers, such as their industry, role, and interests. • Demographics: Gathering demographic data to better understand the audience's age, gender, location, and other relevant factors. D6.2 – Project Website and Social Media Accounts Plan Page | 22 Table 6 – Website and Social Media Accounts KPIs 5. ACTION PLAN FOR THE NEXT 6 MONTHS Over the course of the next six months, the primary objective is to enhance the visibility and awareness of GAME-ER across social media platforms and website. To accomplish this goal, regular posts will be posted on the project’s dedicated social media accounts. The key focus is to cultivate and create an engaged community of followers. In the following Gantt chart, the actions for the next 6 months are presented: Table 7 – GAME-ER Action plan for the next six months Activity 3 4 5 6 7 8 Awareness of the project on social media Social Media Posts Increasing the followers and engagement Website Creation, Development and Publication Dissemination Channel KPI Objective How? GAME-ER website Yearly Visits 3000 The website is aimed to showcase GAME-ER results and tools. The website will be up from the third month of the project. Returning visitors and time spent 50% returning visitors; 40% visitors spending more than 1 minutes on the website X Account X Followers 400 GAME-ER will use social media to spread awareness and to reach each more a larger audience. Through the already mentioned social media accounts is aimed the creation of an engaged community of followers. X Tweets 600 X profile visits 200 monthly LinkedIn Account Linkedin Followers 200 Linkedin reactions and monthly shares Reactions: 20 monthly Shares: 150 Facebook Account Facebook Followers 200 Instagram Account Instagram Followers 200 D6.2 – Project Website and Social Media Accounts Plan Page | 23 6. CONCLUSION In conclusion, D6.2 is a critical component of the GAME-ER project, outlining the essential tools and strategies required to amplify its impact. This deliverable underscores the significance of maintaining an engaging and informative project website, along with dynamic social media channels. The primary objectives of this deliverable are to establish a robust online presence, engage a wide and diverse audience, and effectively communicate the project's progress and achievements. Achieving these objectives involves: • Active Updates: Regularly updating social media accounts and the website with fresh, relevant content to keep the audience informed and engaged. • Strategic Use of Platforms: Leveraging the unique features of each social media platform to maximize reach and engagement, from Instagram’s visual storytelling to LinkedIn’s professional networking. • Community Building: Fostering a community of followers who are interested in the project’s outcomes and can contribute to its dissemination. • Impact Measurement: Employing both quantitative and qualitative methods to monitor the effectiveness of dissemination efforts, using tools like Google Analytics, Instagram Insights, and LinkedIn Analytics. By adhering to these strategies, GAME-ER will not only enhance its visibility but also ensure that its findings and innovations are communicated effectively to stakeholders, policymakers, and the general public. The continuous development and improvement of the website, combined with strategic social media engagement, will support the long-term sustainability and impact of the project’s outcomes.