 I'm Quinten Landrecht, you'll find me on Twitter and all other social media platforms. This is almost 360 views, so I'll try to make some eye contact with you guys, but I can't promise anything. You can summarize me in four blue coins. First of all, I'm from Brussels. Second, I studied political science, strategic communication, EU communications. I'm a communication advisor, currently working as a freelancer, mostly in EU communications. There's also some bright clients with new video concepts, so writing and so on. Also an activist in my spare time, and that's why I think Therese and I met a couple of years ago, I think already. I'm activating, let's say, Brussels for a better and sustainable mobility future. What I'd like to tell you is the following. I focus a bit on communication strategy. Then I'm focusing on a couple of digital tools and how you can get your message across, and then hopefully I can also reply to some of your questions later on. Now, a communication strategy. Who has a communication background here? Three people, four people, great. So probably for some of you, this will be a bit of repetition, but I'll try to keep it as interesting as possible. First of all, the communication strategy always starts with your goals, of course. What's your USB? What's your unique selling proposition that you want to be communicating about? What are your objectives? What do you want to communicate? What do you want people to do? Do you want to inform them? Do you want to make them aware of something? Do you want to engage them in something? Do you want to reactivate them? During a course of time, so it's quite important to get those things clear at the start. And of course, are your objectives smart? What does smart mean? Specific, measurable, actionable, realistic, and more. Perfect, great. Very good. Indeed, so you have to be specific, measurable, attainable, relevant, realistic, and also timely. So those are the communication objectives that you need to be setting at the start. Now, secondly, think about your audience. Who is your target audience? Start with the low-hanging fruit. Probably the low-hanging fruit would be communicating towards your peers, towards people that you're working with today. But then start working on building persona and analyze their journey. How do you build persona is to divide your target audiences in different set of people, with different backgrounds, with different ages, with even gender, different gender, and analyze what kind of journey they would be making in a certain part of their life and how you want to be communicating in those steps of the life. I mean, a good example, for example, for example, is advertising something on a tram. People that take the tram, if you want to reach them, they'll probably look on their phone first, when can I take my tram? So maybe even a small set of advertising can already be included in your app as a sort of push notification. Then people walk towards the tram by, for example, using a beacon technology that is connected to Bluetooth, you can hand them a second message. The third message could be at the tram stop. You could see a poster, you could see an interactive small video on a screen. And the fourth step, of course, would be to communicate to them in the tram and to let them do something or let them scratch out something or let them take a brochure or a folder. So think about the journey that your potential target audience might be taking. And of course, and that's actually, you should be doing this from the start and I derive this from the value proposition scheme, is what do you want to do with your product? How do you want to communicate towards people that will be using your product or your service? What are the gains and pains of people in your target audience and how can you come up with game creators and pain relievers to solve those issues? For example, people are not finding the correct cycling routes in Brussels, so it's a real pain to get from A to B in a proper manner and safe manner in Brussels. That's kind of a pain. What are the game creators that you guys have been working on or some of you have been working on for the past weeks? It's a great and integrated app that helps people to get on the regional cycling routes in time and safe. This is a big picture, I just explained that. But please have a look at it. I mean, it's not a communication tool. It's more like a product development tool. It's something that can help you to identify within your target audiences what will be the gains and the pains of people using a certain product or using a certain service and what kind of game creators or what kind of solutions can we bring and what kind of pain relievers within a certain or a specific product or a specific service can we provide to make it even better? Now messaging, messaging towards audiences should be different. Look at the customer journey, look at the people's journey, but also to look at your different persona that you've been building. I'm now giving a fantastic example about pizza. How do you want people to convince to come to your pizza place? Probably for youngsters that would be shared a moment together. For all people that would be tried pizza, it's exotic. My grandmother has never ever tried pizza and pasta was a great invention for her when she tried it with cheese and black sugar. So business people, we have to take away. So these are three different messages that convince people to consume your product or to consume your service in three different ways for three different target audiences. Media, on which platforms will you use your messages? Of course, when your team choose a channel based on expertise, but also based on your target audience, probably 70-year-old people will not be on Snapchat or Instagram. They would rather like to have a folder in their mail. And of course, do the right mix, try to use your channels as you know, as efficiently as possible and do it within the capacity of your team. And of course, we come to the famous Peso mix, the Pate, the earned, the shared, and the owned media that you have to think about. Do you want to know what these are? Except for Eric? Great, cool, we're gonna teach him something. Pate, of course, would be advertising, all sorts of advertising. Facebook, Twitter advertising, LinkedIn advertising, could be Google AdWords, where you can Pate to be seen, of course. More and more, definitely on social, it's becoming the case. For example, on Facebook, you get around 7% of organic reach when you post. So it might be good investment to yeah, to put a little bit of money into your communication and that communication channel. Shared media would be, of course, your social media channels and word of mouth, people are talking about you on social media. Earned media, there you have to ask media relations, for example, right, interesting articles that provides enough added value for journalists to consume your story. Blogger relations, it's a completely different way of communicating to bloggers is to convince them that something's in there, in it for them. I mean, they can have, for example, the beta version of your product release or what brands usually do. Bloggers get bribed with all kinds of nice goodies and free stuff. And of course, the influencer and ambassador relations. What's the difference between influencers and ambassadors? Cool. Ambassadors already love your brand. So that's the low-hanging fruit. You can pre-activate them to get your message across. And of course, influencers are the most difficult ones to actually convince them that your brand is something words collaborating with. And of course, the owned media, we're thinking about websites, blogs and all types of other content which should be directed towards your target audience and a different persona. Could be a newsletter, could be push notifications, one server. Now that you're here, stand up with Brandy. Develop nice logos, develop a nice house style. I mean, that's often a problem for solutions that are well thought, but they just don't sell. And I think that's also for you guys a big lesson that you have to work on that visual communication approach as well in your communication. Provide snacks. Not these kind of snacks. In your communication, try to tease as much as possible. Use social media channels. Use those fast-moving communication channels as a way to tease people, to go to, not to look further on your menu and to go to the website, for example, or to order a white paper or to order a brochure. So use those quick and snappy communication tools like Snapchat, like Twitter, like small animations or videos as a way of snack, to convince people to go to the main meal and that would be your websites or long leads or longer content. Don't talk about yourself, let others talk about you. I mean, that's, again, related to blogger relations, influencer relations, try to get people to talk about you. It's always nicer. Instead of heart-selling your message, try to get people to talk about you. Like, for example, I think Pascal Smitt talked about the bike attitude you provided. I mean, it's always nicer that there's already a sort of soft layer of communication that you can then tap into with your heart-selling propositions. Now differentiate your contents. Going live is a very good idea nowadays, I think, for life as well today. I mean, it's just a good way to get people to reach people organically. That's now the way it works. Definitely on Facebook, Periscope, but also YouTube. Great small infographics, info-visuals with easily consumable content. Nobody likes PDFs, people like bullet points, people like things that can immediately relate to. I mean, you only have a couple of seconds on a timeline, so make use of it. Animations, if there are any animators here, help your colleagues or help your communication people to translate difficult conceptual messages into understandable stuff. Video, and of course, one reads can always work, but that would be then derived from the snack towards the main meal. Read purpose contents. People always think, okay, we've made a video and that's it, but you can do way more with that one video. You can make small gifs from it. You can make short videos, short quotes, short snaps. You can have a still, make a still from a video, and write a quote on it, or write a nice headline on it. So don't only, never settle for that one product only. I'm sure that you can, with one product, you can make more than one repurposed content ideas. And also act, do it. Line up your preferred media to work on. Identify actions in your team. Work on concepts and messages, again, per medium, per audience, every audience is different, whether it's for old people, young people, business people, to differentiate your message and make a timeline with short and long communication and long-term communication ideas and contents. And of course, give responsibilities. I usually see in, even in agencies, that people still think in silos. You're the communications guy, you're the coder, and you're the IT guy, but I think the more you work together, the more you get responsibilities to other people, they can also think about concepts, about new ways of communicating, new ways of getting your message across. So don't only give everything to the communication guy or to the guy who has studied communication sciences, I'm sure that a video guy can also think about a snappy headline or a creative infographic idea. And of course, always keep your goals in mind in the creative process. Now, circles almost around react to media coverage. Monitor the media, monitor social media, monitor social mentions, get feedback from users. Maybe your game creators or your pain relievers weren't that effective in the end. And look for potential hooks to communicate in. I mean, if in September there's a week of mobility, I'm always referring to mobility, as you can see. In September, there's a week of mobility. Try to be ready to communicate your app during that week. Look for a hook to communicate your content in. And of course, change your product and your communication accordingly when you get that feedback from users. When you see that there's a spike of interest in a certain issue or in a certain new communication tool, then try to hook your own products into that. And of course, the title was Storytime. And I just told you something about communication strategy, which is great. Here's a surprise. I have an example of Storytime. This is pixelated, but I have to be quick. So does anyone know Young Down to Action? Cool, great. So that's the story. It's a scheme organized by the Enterprise, a Federation of Enterprises of Belgium to get people, to get young people to relate more to the working place. To bridge the gap between skills, education, and the working environment today. And they're organizing an event here in October in Brussels, in the Bazaar. And it was quite clear from the start that we had to, yeah, the goals were clear. Get people to come to the event. But then the persona were different because we wanted business people to come to exchange views with young people. And of course, young people, as such, between 16 and 27, to come and visit and talk to experts, talk to business owners, and talk to politicians about, you know, about being young, being still studying and not knowing really what to do. And then we came up with persona, and of course, with messages accordingly. And the persona were clear. It was either young people studying, either starting their own business, or still at school, and business owners, HR directors, and so on. And the journey that HR directors are, for example, taking is when they look for content or where they consume content is in magazines like HR Square or LinkedIn, for example. And the journey of young people is social media. So all social media platforms like Facebook, Twitter, Instagram, Snapchat, and so on. And of course, websites that relate to young people. We'll see the outcome, we'll see the outcome, of course, in October, but the goal is to get 2,000 people to come to the events. We're at 1,000 youngsters right now, so we're always welcome to join in as well. But, you know, talking about this journey and this ownership and the way of storytelling is that we made an animation, for example, where we gave the floor to youngsters. So we asked 500 youngsters, what's your opinion about the workforce today? What's your opinion about education today? So we gave them the floor and made an animation about it. So we turned stuff around. We didn't just stop down and say, oh, we think that's youngsters need this and that isn't this and that. We'll listen to them and let them say stuff. We also made a small video which you can find on Youngtown Connection Platform where we worked with the real ambassadors because they also have an ambassador scheme, the Youngtown Connection Ambassadors, where we put them forward as actors in a small commercial where we invited people to come and listen to youngsters and what they care about today. You can also find them in their user journey on website Guido. We still have a banner running. I guess many students know Guido magazine, for example. So the user journey has been accomplished already, I think. And then, of course, to have this sort of soft storytelling instead of only talking about the event, join us, join us, join us, we're creating blog posts to get people to either just read some tips from CEOs or from companies or from politicians, but also to stay informed about what's happening in the event. So again, we're trying to soft storytell, let's say, things related to the event, but not directly hard-selling that should come, come, come to the event. It could also just be about tips for a future employee. And then, of course, on the other side of the user journey, we change our messaging towards business owners and H.I. directors, asking them, what will convince you in youngsters today? What will convince you to hire them today? Get to know them during the event. And, of course, one of our USPs, let's say, during the event is a keynote speech by the H.I. director of Facebook, which is cool for youngsters and, of course, also interesting for people working in HR, for example, because they get to know how a massive company nowadays is being managed very horizontally and from a different point of view in this kind of fast-changing business environment. Hola. If you're in a young time connection, you can, of course, join it. And that's it for me today. If you have any questions or that you know, Tweet, LinkedIn, Facebook, email me, whatever, or talk to me directly, it's always nice. Thanks. Thank you. Are there any questions for LinkedIn? Actually, I have a question. Tomorrow we have our day-on-day, and all students will present their projects to the audience. It will be one big marketplace, but are there any things that you would recommend to students, like, from the best perspective or stories to LinkedIn? Well, I think if it's a big marketplace, stand out with branding, I would say, or give some small goodies away. I mean, try to be as surprising and as interesting as possible from a visual point of view, because they won't talk to you in the beginning, but they might like you because you're either handing out smarties or you just have a nice and cool t-shirt or a cool banner to showcase. So, I mean, the first impression would be the most important. The demo is tomorrow at 2 p.m., I think. Probably still want to get more people there. There's not much time left, but what do you think we should still do to get some more people to come to our booth? I would, for example, record a video with 15 or 20-second pitch by every group and convince people to come by just pitching in front of the camera for 20 seconds and maybe boost it with some advertising or try to find some relevant groups to post it through, because I think if you're in the picture, it will always be nicer than if someone else talks about you for this case, because people will relate to you because you're young and dynamic and active. In the beginning, what your young communication advisor also used to have a huge number of interests and sources, et cetera, but at the same time, there are a lot of people who are simply illiterate. And normally it's a local authority who should not pretend that everything is okay but try to make a communication campaign popularizing, repopularizing, reading, there is a book box with what I leave, et cetera, et cetera, and how do you see it with your older stuff about it? How to, let's say, popularize, repopularize the European project and the intelligence, the reading, et cetera, et cetera. Thank you. Definitely for European projects, Europe is so diverse that one message only won't work. Also, humor doesn't work the same in different countries. So what I've been working on is just local communication. I think the most obvious thing and common sense that you have to think about is if there's a communication about maritime affairs, then make sure to communicate only to those countries who have a sea. Those who don't have a sea, are they really interested in it, would they care? So I mean, local communication depends on relevancy, speaking the same language and tailoring your message towards those communities and using those influencers, those third parties to talk about you by doing online PR, offline PR, and making building relationships that help to get your message across, not only to the same bubbles all the time, but also to those bubbles that are related to Europe, but also related to tech, to environment, to water, to whatever. I think that's one of the main advice I would give just from the top of my head. If that answers your question. There, I think the main thing is that it is now because it is investment, et cetera, et cetera, and to understand each other, there is some populist, let's say, false contradiction, then everyone in this country, et cetera, et cetera, but finally, even everyone do not know what in geology behind that implied need. No? So this is why I think it should be best to promote intelligence, reading, so people not follow the terms, please share me the description, et cetera, so it might end up with a topic, et cetera. Well, I'd be interested if you have some articles or it would be nice to read about it, et cetera, et cetera, et cetera. We're talking with clients, of course, but let's look with a way to separate technical people, sort of work, because often you like to include the technical details, but if you want to focus on the pitch, usually it's just sales pitch, about technical pitch. I think of sales pitch, and I think I mean, it's a difficult one indeed, but try to keep it as already specific and relevant as possible towards your potential client. If it's the same sales pitch that you're doing all over and all over again, then people won't care. But if you already include some examples or some interesting thing that you can apply for that one client only, then I think the technical aspect on how to do it will come later. Make a dream first about what you can do for them, already provide a logo, already provide a sort of storyboard of the story that you want to be telling for them in the video, for example, and then go, your second step should be, okay, we're going to do it this and this, this and this, in that way, put your coffee with us because we have those people in house and we can help you. And how do you handle it in the follow up because after the customer and the project, the user has to follow up with the technicalities and everything, is it a better idea to separate the general introduction with technical details with better visibility on that? Depends a bit on what project you're referring to, right now, because what's for you a technical, what's for you a technical? I'm going to talk a little bit about how we compare all the data and how we gather the data, is it too technical or applied? I think so as well. I think you should be focusing on the relevancy for the end user and how you dealt with it technically. You may present it as in an annex for people who are really interested in it, but probably people from the administration are probably not really interested in how you got to it in technical terms. It's how useful those data are for the end user and that's what you have to be focusing on. Sorry. One more question? So, Gwinton. Cool. So, on behalf of all students, thank you very much. And any pieces for you? Great. Cool. Thanks. Thank you.