D7.2 Executive Summary

The enclosed report hopes to provide a basic understanding of key focal development principles considered, and a description of the MAS2TERING project dedicated website’s current architectural structure and initial instantiation as of October 31st, 2014. The website was designed, provisioned and implemented by R2M Solution, using the open source WordPress content management system (CMS). Technical specifications, graphic reproductions, and future development strategies will be presented herewith and are subject to change as the consortium sees fit and project requirements evolve. The web design and development methodology, and preliminary plans to improve upon the existing communicative features and functionalities will continue through the project’s first year. A continual improvement process loop is expected to take place through the project lifecycle thus fostering organic growth and in full consideration of the changing demands of its users. However, it is expected that after the first year within the project lifecycle, the info-graphic content and essential functionalities will be finalized and steadily gaining quantified public exposure on a large scale. Concurrently, it will serve as a unified contact point for related communications and public awareness raising initiatives.

R2M Solution will maintain the website throughout the project lifecycle, and oversee its evolution from inception to completion. Some of the many goals hoping to be achieved include project cross-cutting through knowledge transfer, data exchange and creative dissemination activities. The site is currently composed of eight public pages, and of a private portal reserved to the project consortium partners and the Value-Driven Advisory Group. The site also acts as synergistic landing page to optimise search engine rankings and create project awareness through a harmonic and robust online presence. Supportive communication channels heavily linked within the project website will align with current digital trends, and technical standards. Some examples include but are not limited to Twitter, LinkedIn, Flipboard magazine, email newsletter, Wikipedia, etc. Unifying semiotics and color schemes, as well as effective linkage to sister platforms and partnering websites, will ease the browsing process in parallel to increase stakeholder engagement.

There are several purposes of the website, most notably to allow for a unified identity and a platform for interested parties to quickly gain access to key project facts, scope, and objectives. In order to make the website a lively environment with an identifiable brand identity, eliciting user involvement and gathering relevant data to support the achievement of project objectives, several methodologies will be borrowed from e-marketing best practices. The partner contributions will not be limited to those participating in project dissemination activities, or even to parties affiliated with the project itself. This expanded visibility will help to convey a holistic and accurate depiction of project goals and results while stimulating two-way communications both internally and externally. The questions which should be answered after visiting the site only once and after just a short period of time, should be the following:

  • What is MAS2TERING about?
  • What is the expected socio-economic impact of MAS2TERING?
  • Who is involved in MAS2TERING?
  • Why should I care about MAS2TERING?
  • How can I get involved with MAS2TERING?

The aspiration of the consortium goes beyond a final solution at this moment, but instead takes the lead of further enhancements both in terms of content and technologies according to the project stakeholders evolving needs. The over-arching objective of the website in conjunction with the interrelated social networking profiles is to foster cooperation among MAS2TERING consortium members, special interest groups, relevant research and/or commercial projects, and industrial initiatives such as events, workshops, and newsfeeds.

D7.2 Table of Contents

  • Executive Summary
  • Document Information
  • Table of Contents
  • List of Figures and Tables
  • Abbreviations
  • 1 Design and Implementation
  • 1.1 Project Logo
  • 1.1.1 Consortium Validation Process
  • 2 Website Content
  • 2.1 Architecture
  • 2.2 Project Website Components
  • 2.2.1 Event Registration Widget
  • 2.2.2 Social Network Sharing Widget
  • 2.2.3 Twitter Widget
  • 2.2.4 Email Newsletter Subscription Call To Action Widget
  • 2.3 Individual Webpage Descriptions
  • 2.3.1 About (Home page)
  • 2.3.2 Objectives Page Description
  • 2.3.3 Impact Page Description
  • 2.3.4 Partners Page Description
  • 2.3.2 Community Page Description
  • 2.3.3 Private Page Description
  • 2.3.4 Workshops Page Description
  • 2.3.2 Press Page Description
  • 2.3.3 Contact Page Description
  • 2.3.4 Workshops Page Description
  • 2.4 Synergies
  • 2.3.1 Twitter
  • 2.3.2 Flipboard Magazine
  • 3 Technical Details
  • 3.1 Server and Domain
  • 3.2 Maintenance
  • 3.3 Audience Scorecard
  • Conclusion
  • References
  • Annex Initial Draft Content and HTML Coding
  • A.1 Initial Draft Content
  • A.1.1 Header
  • A.1.2 Footer
  • A.1.3 About (Home Page) Draft Content
  • A.1.4 Objectives Page Draft Content
  • A.1.5 Impact Page Draft Content
  • A.1.6 Partners Page Draft Content
  • A.1.7 Community Page Draft Content
  • A.1.8 Private Page Draft Content
  • A.1.9 Workshops Page Draft Content
  • A.1.10 Press Page Draft Content
  • A.1.11 Contact Page Draft Content
  • A.2 Developmental HTML Coding

D7.2 Highlights

The website design and content follows exactly the relevant specifications of WP7 “Dissemination and exploitation of results” as well as Task 7.3 “Project Website and Visibility.” For a briefing of the evolving architectural and graphical user interface structure, here in Figure 1 please find a hierarchical process map, which was used to develop the overall navigation process while keeping user experience at the forefront of all decisions.

The structural composition of the website is a key determining factor to its overall success. Grounded in user-centricity, surfers must not be confused as to where to find the desired information and they must be able to perform any call to action such as sharing or downloading documents within one or two clicks at the most. These actions should take less than 15 seconds at most so as to avoid a high drop off rate. Figure 2 outlines the initial vision for the site in a graphical process map to assist in high-level decisions and usability optimisation.


The Twitter handle (@MAS²TERING) has quickly developed a formidable base of followers within several key stakeholder segmentations through near-daily posts of relevant content updates. The Month 3 statistical highlights include but are not limited to 110 followers and 65 tweets to date, and detailed plans will be followed in the Dissemination Strategy but it’s apparent that the potential to expand knowledge diffusion objectives, perform outreaching and cross-cutting initiatives, scout for Value-Driven Advisory Group members, etc. are just a few of the many added values to building and maintaining a strong Twitter following. Figure 8 shows the home page to the project Twitter account.


Flipboard Magazine
The age of digital information is constantly evolving. Flipboard is a social media content aggregation service that lets users grab content from anywhere and compile it into visually stunning digital magazines. As of last year, the service had over 85 million users and is rapidly growing in exponential numbers. At month 3 the MAS²TERING Flipboard magazine, also managed by R2M Solution contained 12 high-level articles and 194 page flips. Eventually, the project consortium will be granted publishing access and it will be heavily promoted through all marketing collateral and applicable press releases. Figure 9 shows the project dedicated Flipboard magazine’s administrators back-end screenshot.


D7.2 Conclusion

The MAS2TERING project website is an integral element of the project dissemination strategy and will simultaneously ensure project visibility, and facilitate the diffusion of exploitable results. The website provides a basic set of information about the project and will be regularly updated with scientific results, findings and achievements. Popularity and promotion of the site will be increased through active link-building initiatives to capitalize on the existing websites and social networking platforms of project partners. Relevant EU projects, institutions, and thought-leaders within the stakeholder group(s) will become the primary targets, and sought after using appropriate methods to build the communicative reach.

The information contained on the project website is likely to be valuable even after the project has finished. Therefore, R2M Solution aims at ensuring that the website will continue to exist after the project funding has finished and that bookmarks and published URLs will continue to function. Image-centricity and the deployment of cutting edge digital trends and innovative technologies across all applicable networking platforms is one of many goals for the website, and will subsequently elevate the public interest and assist to build a community who is eager for the MAS²TERING project content updates. Using attractive and well-placed images within the website and social media posts, as well as using info-graphics to drive traffic and build inbound links will be top priority moving forward.

A “less is more” approach will be taken when optimising the publicly available content with regards to graphic layout and user experience. There will be minimal text, replaced by more links as calls to action, and a heavy usage of multi-media eliciting user engagement on multiple levels. It is intended that the project website will be a dynamic, vibrant piece of infrastructure that is continuously updated as the needs of the project change, content is generated by all work packages, and improved software tools become available. Short term improvements to the website under consideration at the time of writing include:

  • Defining a suitable final procedural structure for both internal and external use
  • Identifying and defining a coherent historical blog rollout infrastructure
  • Streamlining communications strategy for the project and associated press releases
  • Identify appropriate integration points of the project website with popular social platforms
  • Choose any standards we wish to embrace to ensure accessibility and consistent rendering,
  • Enable localisation of content update authorship accessibility and operational pecking order
  • Determine what, if any, media-rich resources such as animations and movies could add value
  • RSS Newsfeed establishment and launch of the monthly newsletter to subscribers

All changes to the website will be driven by the needs of the project as they arise throughout the lifetime of the project, and in consultation with the appropriate project partners. Descriptions of these changes, and an analysis of the usage of the web facilities in general, will be included in future deliverables such as the Dissemination plan (D.1 due in Month 3) and most of the major project milestones and achievements.

D7.2 Download Link