What do YOU think about

Athens?

Athens is here.

Athens is much much more than Acropolis. It has shown great initiatives at sectors concerning

Smart cities, sustainable cities, start-ups and entrepreneurship.

BUT the city branding up until now has been fragmental and occasional.

Well, we plan on changing that…

Main Identity Problem Main Identity Problem

In the shadow of Acropolis… In the shadow of Acropolis…

……things got stuckthings got stuck……

Well, that’s not exactly true…Well, that’s not exactly true…

Let’s just connect the pieces of the Let’s just connect the pieces of the puzzle and see a different image emerge.puzzle and see a different image emerge.

What’s interesting now?

Art on the road…

Festivals

Social start ups

Synergies & Private Initiatives…

Redevelopment Projects

Start ups and entrepreneurship

Re-launching Athens

So…Connecting the dots or just unwinding the tangle we will try to

create a different storytelling based on

facts concerning Athens…

Let’s invert the stereotype!

project

Athens

Brand

Creation

What are the ingredients?

Actors & Roles

Stakeholders identified and

engaged

Who are the stakeholders?

Who are the stakeholders(2)?

Local authorities […] Central government Organizations with key competencies &

activities (e.g. in urban planning, transports) Higher education / Research institutions Tourism sector […] Business world Local people

Partnership formed and effectively run

…key stakeholders join forces and share leadership,

responsibility and resources

…open to new members

No exceptions!

Who shapes/creates the Athens brand?

This is clearly a collaborative work. All stakeholders must be involved and given

equal opportunities to contribute… No single person or organization cannot and must not shape and implement the

branding of the city. This will be a failure by definition.

Who manages the Athens brand?

Brand management organization

STEP 1.Invitation to key stakeholders

To Whom?

1. Bottom Up: Communities having already shown proof of engagement and have developed relevant “know-how” (Social and entrepreneurship start ups, Citizens’ Initiatives and more)

2. Top Down: Institutional Stakeholders (Municipality)

Step 2.Workshop with interested parties->Presentation of value proposition

Step 3.(One month’s period)Second workshop engagementOutcome: Roadmap

Step 4.(Six months period)Testing MVP -> action planPartnershipManagement Organization

Tools & Methods

Lean start up methodology all the way!

Lean Start-up method

The ABC projectas a Minimum Viable Product … (a.k.a. pilot project)the most efficient, minimum product or service

that can be developed to test a hypothesis about how users will interact with it

... also the core actions of the project should be tested as MVPs…

Tasks

Up to

Surveying the groundAssessing the brand

status quo

[Assets / Liabilities, both inwards & outwards, both real

& perception-related]

Defining

the

VISION

… How do we want

Athens to be like in XX

years from now?

Shaping The

identity

Plotting the strategy What experience of the city we want

our audiences to have?

Ongoing procedures…

Taking specific actions

Making specific choices

Passing the message and mobilizing…

and keeping on track

Monitoring

Assuring commitment

Evaluating results

and Adjusting

…

…all over again!

Still, we have a “seed” proposition to get things

started…

What is it made of?

The “seed” proposition

Vision

Storytelling through Identity

Courses of action

Vision

Human-centeredAthens as a major economic, social and cultural hub in the South-East Europe / Mediterranean region

International profile

Innovative and creative

Offering a rich, high-quality experience to both its inhabitants and visitors

Storytelling

IdentityThe identity must work both ways,

inwards and outwards. It must be able both to inspire locals and to attract foreigners for

tourism and business.

Athens has a strong past. Stereotypes should be avoided, still this asset is real and differentiates Athens in the global context. What needs to be

done is to include those elements of the past that seem particularly relevant today.

Athens has a rather bad name right now, in more ways than one. The crisis years

brought an unprecedent amount of global exposure, unfortunately mostly negative.

Athens should not deny this, should not pretend it didn’t happen. What needs to be done is to include

those elements of today (or of the immediate future) that indicate a clear will to change and

move on.

There is a strong need to foster self-confidence and some sense of

pride among locals

An open society that calls for creativity and

innovation

Empowering public spaceEmpowering people

Citizens informed Citizens in dialogue Citizens forming communities Citizens in action

Locals will be empowered to be involved and participate in real and concrete ways.

YOU are one of them!

e-engagement ‘the use of ICT by the public sector to improve,

enhance and expand the engagement of the public in policy-making processes’

the methodology selected should optimise four factors: issue, audience, technology and timeframe

need for co-ordinated action across organisations, jurisdictions and between public and private sectors

engagement as the creation of public value shaping the public ‘narrative’ around programs

of action“public managers” as “value creators”

Information AgeDemocracy

A dynamic and interactive environment citizen participation in policy development

through cyberspace is changing the face of democracy

e-consultation: to get people’s thoughtson an issue when a project or a policyis being developed or implemented

INVOLVEMENTSHARING

COLLABORATION SERVING THE COMMON GOOD

VOLUNTEERISMSOCIAL RESPONSIBILITY

The city as a start up!

‘Investing’ in social capital

Social capital means that there is value in community. It is developed through social inclusion and capacity building at the local level.

Our value proposition focuses clearly on the social capital, both in terms of shaping and communicating the city’s identity and of planning and sustaining core action programs.

Social Capital: a key concept

Social capital is associated with social networks, and therefore has a strong relationship to networking technologies

While the underlying technology serves as a facilitator for collective action and benefit, the participation of members and the relationship between members serves as the primary generator of value

Courses of action under lean start up methodology

Planning

Testing

Implementing

Evaluating

What?

YOU have a problem?YOU solve it.

EVERYONE will assist!

www.agora-athens.gr

Agora: the public space for the exchange of both goods and

views.

A new digital public space to share information and ideas and promote collaborative

action

A digital platform that faces the challenge of total

engaging of every citizen/stakeholder to reconstruct his city!

Agora will be your facilitator.

Get connected!

www.agora-athens.gr A platform for e-engagement A public space to share information and

ideas and promote collaborative action A toolkit responding to relevant needs:

< I need some info on … / to know what’s going on with … >

< I have something to say / a plan … what do you think? >

< I have an idea / proposal … let’s do something with it >

< I want to help / be part of this … >

The platform / The tools Facilitation: a key concept

An integrating environment is needed … to sustain an ecosystem …

The [physical or digital space] platform for engagement must be designed around real people’s needs, wants, and limitations(human-centered design …)

A framework that provides guidance and validation to support the implementation of usability and sustainability principles

...because this time our platform concerns every citizen in Athens!

It is a win-win deal…

When?

Where?

Who?co-decision-making

>co-creation >‘ownership’

Based on the past we

rebuilt the future.

Democratic procedures

are here, we just change

the way.

How?

The Toolkit -End-user functions

searching / browsing contributing / generating content collaborative editing / tagging personalizing / managing communities discussing / commenting / providing feedback /

suggesting / evaluating voting / polling managing projects finding help

The Toolkit -Software

Database management Data mining Metadata mapping Web Content Management System Cross-platform publishing

Computer-SupportedCooperative Work (CSCW)

understanding of the way people work in groups with the enabling technologies of computer networking, and associated hardware, software, services and techniques

Collaborative software or Groupware

to help people involved in a common task achieve goals

understanding human interactions is necessary to ensure that appropriate technologies are employed to meet interaction needs

The consultation continuum

[Clarkson, Beverley and Rigon, Joanne 1998, Consultation Practices: DepartmentalOverview, Department of Indian Affairs and Northern Development, Ottawa]

People have voices

Let’s hear their ideas!!

Co-creation:Agora lab partners

Information Systems Laboratory of the University of the Aegean

Decision Support Systems Laboratory of National Technical University of Athens

Freeware / Open Source Software Community

Institute for Language & Speech Processing

[Starting-up] Labs

ABC Lab Agora labs

building on the experience acquired through previous efforts with similar characteristics

brainstorming > drafting > evaluating

The Labs

physical: open workshops digital: networking platform

Open calls (thematic) submitting ideas and suggestions

publishing on the platform – evaluatingmoderated outcome presented in a

public event

Communication Campaign

Slogans under

lean start up methodology

AthensNet-work in progress

ATHENS

ATHENS…

please

Athens.

Let’s so

lve the rid

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ATHENS

Athens…please touch!

Athens

Athens

Athens (re)mix

Athens (Re)mix

Athens (re)mix

ATHENS

COME TOGETHER!

Athens

Revisited

Resources

Skills (stakeholders)

Funds (EU funds, corporate social responsibility, private funds)

Structures (City of Athens)

Three years from now…

Broad Partnership

Agora as the main hub for action

The new image of Athens emerges

Thank you for your attention!

TheSmartCityTeam:

T. Androutsopoulos http://www.linkedin.com/pub/theodore-androutsopoulos/16/469/67

D. Giannibasdgiannibas@gmail.com

V. Kasvikivkasviki1@gmail.com

K. Kentrou@kentrouk

El. Michalakihttp://www.linkedin.com/pub/eleni-michalaki/23/644/75a

PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCES

Department of Communication, Media and CultureMA in Cultural Management

Course: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, Assistant

Professor and Head of Advertising and Public Relations Lab

AthensCoCreation BrandingProject

Athens, June 2013