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

2. 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

3. 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.

4. 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.

5. 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.

6. 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

7. 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

8. 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 %
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

9. 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

10. Templates...

11. Videos… Computer graphics...
Computer graphics...

12. 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

13. 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

14. 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

16. 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.

17. THE END...
MANY THANKS TO YOU ALL!