crowdsourcing: new tools for communication initiatives on structural funds
TRANSCRIPT
Giannarita MartinoItalia Lavoro
Italy
Crowdsourcing: new tools for communication initiatives on
Structural Funds
Brussels, 9-10 December
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 labour-market issues.
STIP promotes Crowdsourcing for Communication projects
STIP Project: Supporting the communication of National Operational Programmes of Structural Funds - European Social Fund
Brussels, 9-10 December
Crowdsourcing = crowd
Welcome to the age of the crowd!
(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”
+outsourcing
USER GENERATED CONTENTS
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
The contest itself was used to start the campaign
Our idea was to involve potential users of the product for generating the advertising content = young people
Brussels, 9-10 December
Crowdsourcing for communication initiatives financed by Structural Funds. 2/2
WhyConsistency 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!
WhatPlatform: 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
BENCHMARKING AND
AGREEMENTbest platform
and partnership
MONITORING AND MODERATING
BUDGET
PRE-LAUNCH PROMOTION
READY TO USE OR IMPROVING CONTENT
MEDIA PROGRAM AND NETWORK
BRIEFING Defining contest
output giving complete information to community
CONTEST LAUNCH CREATIVES AT
WORKMembers create content, upload
work to platform
BEST CONTENTS SELECTED
Evaluation by organization,
experts, community
AWARDSWinners
identified & announced SHORTLIST
STAKEHOLDERS
COPYRIGHT
TIME:TYPICALLY 6 WEEKS SINCE LAUNCH
GETTING COPYRIGHT
for the winning submissions
Brussels, 9-10 December
Advantages
Insights and diversity of ideas. Wide array of talent
Social and communal contents. “Viral” diffusion by users
Transparency of process: selection, evaluation, costs
Reduced cost. Many creative ideas at inexpensive cost
Equal chances for each member of the community
Community plays the game. Motivations: social/business contacts, intellectual stimulation and financial gain
Crowd is always on: what’s up?
Feedback from community. “Focus group”: sense and sentiment
Brussels, 9-10 December
Critical factors
Have an existing community! No community=no crowdsourcing!
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
Crowd brings the solution not the way to implement it! Define a communication strategy!
Brussels, 9-10 December
PlatformManaging the contest process and diffusion Website for uploading content. Always accessible briefGuaranteed 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 organisationsAutomatic 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
2011 Job voucher Campaign 2012 Manual work Campaign 2013 Luci sul lavoro Festival Campaign
OUTPUT
Video + 2 Graphic layoutOriginal works
Video + Graphic layout Original works
Short films + Photo + tales Existing works
COPYRIGHT
Exclusive rights Brand ownership
Exclusive rights Brand ownership
No exclusive rightAuthor is owner
AWARDS
22,000 $4,000 $/video2,000 $ /graphic layoutCommunity awards /400-200 $Honourable mentions/200-100 $
22,500 $12,000 $/video6,500 $ /graphic layoutHonourable mentions/850 $
6,000 $1,000 $/short film500 $ /photo500 $ /tale
ASSESSMENT
- Client’s Jury: Italia Lavoro + Ministry
- Jury of national network of ESF information officers
- Community jury
Client’s Jury:Italia Lavoro + Ministry
Client’s Jury: Italia Lavoro + Ministry + experts
Our contests 1/2
Brussels, 9-10 December
2011 Job voucher Campaign 2012 Manual work Campaign 2013 Luci sul lavoro Festival Campaign
CONTENTSImproving contents Restyling, unique claim..
Ready to use contents Buying copyright shortlist
SUBMISSION40 videos779 prints
150 videos819 prints
59 videos210 photos97 tales
COMMENTS8.137 5.672 5.920PAGEVIEWS1.360.340 938.281 973.137MEDIA Newsletter, partners/specialized web sites, Facebook, Twitter, Forum, Blogs
Our contests 2/2
LAST BUT NOT LEAST : YOUTH GUARANTEE CONTEST
Brussels, 9-10 December
That’s all…
