Workshop of the conference "Telling the Story – Communicating European Structural and Investment Funds 2014-2020" organised by the European Commission in Brussels on 9-10 December 2013. How to harness the creative energy of online communities, for affordable campaigns that succeed. What are available tools, suitable subjects and possible outcomes? This is a case study to show how to create considerable visibility at limited costs.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Crowdsourcing: new tools for communication initiatives on structural funds
1. Crowdsourcing: new tools for
communication initiatives on
Structural Funds
Giannarita Martino
Italia Lavoro
Italy
2. Italia Lavoro
Technical Agency of the Italian Ministry of Labour and Social Policies
Promotes programs that help central and local
administrations to create employment opportunities for
disadvantaged categories
Cooperates with Regions, Provinces, local
administrations, public and private services on labourmarket issues.
STIP Project: Supporting the communication
of National Operational Programmes of
Structural Funds - European Social Fund
STIP promotes Crowdsourcing for Communication
projects
Brussels, 9-10 December
3. Welcome to the age of the crowd!
Crowdsourcing
=
crowd + outsourcing
(2006 Jeff Howe, Wired magazine)
“The act of a company or institution taking a function
once performed by employees and outsourcing it to
an undefined - and generally large - network of
people in the form of an open call”
Brussels, 9-10 December
4. Crowdsourcing for communicating initiatives
financed by Structural Funds. 1/2
Starting point
2011: promoting use of “job vouchers” for occasional jobs not
covered by contracts and typically performed by the young or
unemployed.
Advertising and communication
VIDEO/GRAPHIC LAYOUT
Our idea was to involve potential users
of the product for generating the
advertising content = young people
The contest itself was used to start the campaign
Brussels, 9-10 December
5. Crowdsourcing for communication initiatives
financed by Structural Funds. 2/2
Why
Consistency of message: young people talking to young people!
Dissemination of message: sharing it by social media
How
Social crowdsourcing: asking a virtual community to develop
advertising products through a contest on the web.
Unique, engaging, creative contest!
What
Platform: best if it comes with a community
Organizational model: dedicated team, preparation activities,
analysis and monitoring, evaluation, selecting and awarding
content…
Brussels, 9-10 December
6. Organizational model
MONITORING AND MODERATING
TIME:TYPICALLY 6 WEEKS SINCE LAUNCH
BUDGET
BENCHMARKING
AND
AGREEMENT
best platform
and partnership
BRIEFING
Defining contest
output
giving complete
information to
community
CONTEST LAUNCH
CREATIVES AT
WORK
Members create
content, upload
work to platform
PRE-LAUNCH PROMOTION
MEDIA PROGRAM
AND NETWORK
GETTING
COPYRIGHT
for the winning
submissions
READY TO USE OR IMPROVING CONTENT
AWARDS
Winners
identified &
announced
COPYRIGHT
BEST CONTENTS
SELECTED
Evaluation by
organization,
experts,
community
SHORTLIST
STAKEHOLDERS
Brussels, 9-10 December
7. Advantages
Insights and diversity of ideas. Wide array of talent
Feedback from community. “Focus group”: sense and sentiment
Social and communal contents. “Viral” diffusion by users
Reduced cost. Many creative ideas at inexpensive cost
Crowd is always on: what’s up?
Equal chances for each member of the community
Community plays the game. Motivations: social/business
contacts, intellectual stimulation and financial gain
Transparency of process: selection, evaluation, costs
Brussels, 9-10 December
8. Critical factors
Have an existing community! No community=no crowdsourcing!
Crowd brings the solution not the way to implement it!
Define a communication strategy!
Briefing: one of the most important things! Details for the
community. Make changes if needed!
Participation is free: expertise may vary! Origins of community
is important, that’s your resource pool!
Blamed for taking advantage of users? Actually, you’re giving
users benefits in terms of business contacts, good reputation,
earnings
Brussels, 9-10 December
9. Platform
Managing the contest process and diffusion
Website for uploading content. Always accessible brief
Guaranteed copyright. Checked standards of contents: file
format, duration of videos…
Community size=220.000 members -75.000 Italians.
Seniority=6 years of experience
Brand trust. Experience with public organisations
Automatic feedback: n° of visits, n° of page views, n° of products
submitted, n° of comments, n° of shares…
Community management. Moderated and controlled questions,
feedback, technical problems, irregular behaviours…
Wide range of products=videos, prints, concepts, audio, logos,
banners...
A “made in Italy” start-up, made of young people!
Brussels, 9-10 December
10. Our contests 1/2
2011 Job voucher Campaign
2012 Manual work Campaign
2013 Luci sul lavoro Festival
Campaign
Video + Graphic layout
Original works
Short films + Photo + tales
Existing works
Exclusive rights
Brand ownership
No exclusive right
Author is owner
22,500 $
12,000 $/video
6,500 $ /graphic layout
Honourable mentions/850 $
6,000 $
1,000 $/short film
500 $ /photo
500 $ /tale
Client’s Jury:Italia Lavoro +
Ministry
Client’s Jury: Italia Lavoro +
Ministry + experts
OUTPUT
Video + 2 Graphic layout
Original works
COPYRIGHT
Exclusive rights
Brand ownership
AWARDS
22,000 $
4,000 $/video
2,000 $ /graphic layout
Community awards /400-200 $
Honourable mentions/200-100 $
ASSESSMENT
- Client’s Jury: Italia Lavoro +
Ministry
- Jury of national network of ESF
information officers
- Community jury
Brussels, 9-10 December
11. Our contests 2/2
2011 Job voucher Campaign
2012 Manual work Campaign
2013 Luci sul lavoro Festival
Campaign
Ready to use contents
Buying copyright shortlist
150 videos
819 prints
59 videos
210 photos
97 tales
5.672
5.920
938.281
973.137
CONTENTS
Improving contents
Restyling, unique claim..
SUBMISSION
40 videos
779 prints
COMMENTS
8.137
PAGEVIEWS
1.360.340
MEDIA Newsletter, partners/specialized web sites, Facebook, Twitter, Forum, Blogs
Brussels, 9-10 December
The mainactivities of Italia Lavoro:Planning interventions according to labour market policies (of national and international relevance)Defining standards, methodologies and instruments in order to implement nationwide active measures of labour market policies addressed to specific targetsTraining and upskiling operatorsDeveloping co-operation between public and private operators
Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large)network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the large network of potential laborers.
Crowdsourcingof inventive activities. Social crowdsourcing to create new advertising products needed for the campaignUser-generated videos and graphic advertising, powered by social media engagementAn online competition by a web community
(awards+service, restriction)(it depends on holidays or no good content)