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Crowdsourcing: new tools for
communication initiatives on
Structural Funds
Giannarita Martino
Italia Lavoro
Italy
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
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
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
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
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
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
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
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
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
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
That’s all…
Brussels, 9-10 December
gmartino@italialavoro.it
www.linkedin.com/in/giannaritamartino
Brussels, 9-10 December

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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

Notes de l'éditeur

  1. 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
  2. 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.
  3. 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
  4. (awards+service, restriction)(it depends on holidays or no good content)
  5. 15-20000 euros + awards
  6. 15-20000 euros + awards