Europeana Awareness WP1: Public Media Campaigns (2) - Jon Purday


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Europeana Awareness Assembly, Prague, 10 July 2013

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  • Start with our success UK is high because many blogs are published out of the UK
  • Coverage: TV and press agency – smaller, but huge reach
  • Value – what you would have spent if you had had to buy that space at advertising rates We were able to generate nearly 1 million euros of advertising value for a spend of under Euros 20,ooo Fantastic – well done Sara and the team at the Italian ministry
  • Italy was just one of 10 successful national campaigns that WP1 has run, alongside 5 further international campaigns
  • Introduce you to the 2 campaign managers, who divide Europe up between them - and have become TV celebrities
  • And talking to participants who tell their stories and show items that are being digitised at the roadshows
  • Europeana delivers messages to media contacts and into the social media These are picked up by end-users – for example, stories about the 1914-1918 roadshows catch the public imagination Public interest is picked up by politicians, who visit roadshows – in Ireland, the UK, Slovenia, for example They in turn are hearing messages about cultural heritage offering both social and economic value They share those messages with their own heritage sector - engage more enthusiastically with digitisation - encourage involvement with Europeana The result – more Network members - Stronger national aggregation Increase in content delivered PR campaign – putting money into a burst of activity and a big story But then the sustained work of the national co-ordinator is focused on the stakeholder targets, keeping u0p a steady flow of information to reinforce the messages.
  • reporting from the roadshows themselves Click to helmet
  • Check GLAMS understood
  • If we look at the CC0 campaign, that’s targeted at a very different group Policy makers, developers, people with IPR interest Put out the press release, which got: 2,100 views
  • Brussels event 10 May Europe Day & Council of Ministers meeting: Culture for Creativity: Recommendations for Change Vice President Kroes explores Europeana on an ipad; Ministers don 3D glasses for eCloud – 3D display of 14-18 UGC 200 leaders from the cultural heritage sector and 200 Ministers, policymakers, digital strategists Six Mininsters came to the platform to endorse Europeana as an engine of digital enterprise Each ministry chose a favourite item and wrote a blog for their Minister, used on our site and on Ministers. Shared by national co-ordinators back into their national media Austria’s Culture Minister with her choice, Caravaggio’s David with the Head of Goliath
  • Top ten contributors include Creative Commons and Guardian science so we are clearly getting to those interested in digital innovation Most retweeted tweets include Neelie Kroes (200+), Europeana (90+), Creative Commons (40+), and Guardian Science (40+) Europeana gained 60+ new followers in 24 hours and there were 163 mentions of @EuropeanaEU
  • Go back briefly to our core objectives - Create a sustainable level of advocacy for Europeana in every country 30 members of WP1 – ongoing promotion and awareness rainsing. Their PR campaign is one small element – a few weeks over the life of the project. Their commitment to the project is to keep up the momentum We work to develop their skills and enterprise Workshops for the national coordinators – Leuven, Berlin - brainstorming sessions, best-practice presentations, practitioners from international agencies. Regular information email, new templates and printed material They report quarterly on their activities, and they also complete the media monitoring template. They show great initiative in organising activities that raise awareness of Europeana – examples here Major one this year was Spain’s major public libraries congress where they ran a special Europeana Conference. Over 300 senior public librarians were involved in that event. All their work is details in the report that’s been submitted Annex 1 of the Report on Year one List of Project meetings List of dissemination activities
  • Europeana Awareness WP1: Public Media Campaigns (2) - Jon Purday

    1. 1. Awareness General Assembly 10 July 2013, Prague WP1: Public Media Campaign Jon Purday
    2. 2. Media coverage since January 2012 Totals • 1,254 media reports • 46 countries • 23 languages
    3. 3. Media coverage by format  25 = 2%  254 = 20%  752 = 60%  128 = 10%  78 = 6%  17 = 2%
    4. 4. TV coverage
    5. 5. Italy: opportunities to see the media coverage Medium Quantity Circulation or daily average audience Value Print 29 6,650,700 €721,100 Online 35 1,772,800 Not available Radio 7 12,295,000 €79,000 TV 4 5,930,000 €137,900 TOTAL 75 26,648,500 €938,000 Total population: 60.72 million
    6. 6.  10 national campaigns:  5 international campaigns: • Culture for Creativity: Ministers’ Awareness event • Release of the CC0 dataset • The Hitler postcard and other stories of 1914-1918 • Launch of Europeana 1989 • #AllezCulture  9 more campaigns planned in 2013  11 further campaigns in 2014 PR campaigns since start of project in 2012 •Belgium •Bulgaria •Cyprus •Denmark •Ireland •Italy •Luxembourg •Poland •Slovenia •UK
    7. 7. Campaign manager: Eleanor Kenny, the British Library, London
    8. 8. Campaign manager: Frank Drauschke, Facts and Files, Berlin
    9. 9. Process  A partner from each country is a member of Work Package 1. They act as the national co-ordinator  The Campaign manager works with national co-ordinator to agree the approach to the campaign  PR brief drawn up  Sent out to several PR agencies  Best submission wins contract  Press launch, press release then events  1 month’s intense PR activity  Close contact between campaign manager, national co-ordinator and PR agency  Before and after main campaign, the national co-ordinator continues to raise awareness of Europeana
    10. 10. PR: creating the virtuous circle End users Cultural heritage sector Politicians & policy makers Media & social media
    11. 11. Introducing Sara di Giorgio on Europeana 1914-1918 in Italy Agata Ners on the launch of Europeana 1989 in Poland Marc Rassat on plans for the most ambitious Europeana 1914-1918 events in France
    12. 12. Thank you
    13. 13. Raise awareness of Europeana in every country among: Media Users GLAMS Policymakers  Short media campaign with a strong story  Grassroots engagement with new approaches to cultural heritage online Build ongoing PR programme for Europeana in each country:  Develop a network of national PR coordinators  Supplement skills with professional agency input and best practice techniques  Enable coordinators to continue work for Europeana before and after main PR campaign Core objectives
    14. 14. CC0 campaign  First major story on new Europeana Pro blog  Release circulated by the Commission  40 blogs picked up on the press release or our blogs  Open Knowledge Festival: video by Neelie Kroes announcement and guest blog by Harry: 2,160 subscribers; shared 350 times  Guest blog for European Public Sector Info Platform – EPSI: 1,164 reads This is epic. No, it's more than epic. It's Europeana. Alex on Neatorama
    15. 15. Political engagement
    16. 16. CC0 announcement twitter reach: Top 10 Tweeters: YourAnonNews CreativeCommons Getty Museum Guardian Science Librode Notas Tw_top_science Library journal Neelie Kroes Ray Beckerman TechZader Relevant tweet very 5 seconds
    17. 17. Sustaining PR activity outside the campaigns  Spain: Congreso Nacional de Bibliotecas Publicas / Europeana Conference  Bulgaria: Pinterest collaboration and conference  Poland: Conference and hackathons  Latvia: Hackathon  Finland and Czech Republic: national aggregators meetings with Ministry  France: Europeana demo point at Paris Bookfair  Promoting Linked Open Data video in Spanish, French, Italian and German