INSTITUTIONAL COMMUNICATIONS STRATEGY 90th Regular Meeting of the Directing Council City of Antigua, Guatemala November 2015

INSTITUTIONAL COMMUNICATIONS STRATEGY Rationale Components: Inter-American Network of Liaison Officers for Communication (RIEC, in Spanish) Website Management Social Network Management Inter-American Training Programme Institutional Newsletter

RATIONALE As the agency specializing in childhood in the Inter-American System, the IIN should build its communications on the promotion of the enjoyment of child rights, bringing technical and policy contributions to light in relation to the current regional and historical context.

Technical Contributions Strengthen the dissemination of theoretical content produced by the IIN and the States in the region. Strengthen the dissemination of significant experiences and practices implemented by member States, strategic partners and civil society organizations during the IIN’s missions.

Policy Contributions Bring to light every regional action, particularly those that lead to agreement and consensus on various issues. Disseminate in detail all specialized events taking place in the States in the region, be they promoted by the States, or by civil society organizations, especially if the voices of children are included.

a) Inter-American Network of Liaison Officers on Communication (RIEC) COMPONENTS a) Inter-American Network of Liaison Officers on Communication (RIEC) Nº Country Formally Appointed No Formal Appointment 1 PANAMA X 2 MEXICO 3 COLOMBIA 4 BOLIVIA 5 NICARAGUA 6 PARAGUAY 7 URUGUAY -- 34

b) Website Management: iin.oea.org Redesign the website to increase the visibility of the IIN’s actions, as well as those of the States and our strategic partners (link: iin.oea.org ) Update the content on the website and specialized pages Create an online area on “Culture and Rights”, in which to share artistic and cultural material and experiences, developed by and/or for children in the States Include the Twitter application on the website

Average Length of Session IIN website users and visitors Variable Aug 11 to May 15 Jun-Sep 2015 Total Sessions: Period of interaction with site 31,178 6,976 + 18.28% 38,154 Users 24,914 5804 +18.97% 30,581 Nº of Pages Viewed 51,747 9,184 +15.07% 60,931 Average Length of Session 00:01:51 00:01:12 - 00:01:43 Bounce Rate (*) % of visits without interaction 68.60% 79.39% 70.57 (*) Previous website lacked a counter on many of its pages

c) Social Network Management Strengthen existing Social Network Sites and avoid generating new ones for every event Conduct a proactive search to expand links, evaluating their benefits Devise a new aesthetic presence for SNSs: templates, video films, graphics, etc. Disseminate content in fortnightly modules Promote relevant content economically via the SNSs

Templates...

Videos… Computer graphics... https://www.youtube.com/watch?v=DjJpmOZTyjY Computer graphics...

Social Network Behaviour FACEBOOK 2012 to May 2015 Jun-Sep 2015 New Likes 2826 3014 + 278 Fans 2912 3074 + 162 TWITTER 2012 to May 2015 Jun-Sep 2015 New Tweets 900 + 118 + 13% Followers 886 + 95 + 11% YOUTUBE 2012 to May 2015 Jun-Sep 2015 New Followers 17 30 + 13 Views 1300 2190 + 890

d) Institutional Newsletter Recover the history of the newsletter Analysis: structure, frequency, contents, scope Quarterly Variable Annual 1927 1930 1940 1950 1960 1970 1980 1990 2000 2010

Proposal for New Institutional Newsletter Name: INNfancy Frequency: Six-monthly (May and November) Structure: Editorial; regional information on States and strategic partners; specialized articles; institutional information Content: In accordance with Action Plan priorities Editors Panel: Assessment of specialized articles Format: Digital Languages: Spanish and English Scope: Inter-American System

Other Strategy Components Revitalizing the Library: online access for the region Production and dissemination of an institutional video Drafting a set of regulations for the Coordination Area Reinforcing the links established with the Communications Area at OAS Headquarters, with a view to boosting the mutual exchange and dissemination of content.

THE END... MANY THANKS TO YOU ALL!