Crowdsourcing: new tools for communication initiatives on structural funds


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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.

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  • 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)
  • 15-20000 euros + awards
  • 15-20000 euros + awards
  • Crowdsourcing: new tools for communication initiatives on structural funds

    1. 1. Crowdsourcing: new tools for communication initiatives on Structural Funds Giannarita Martino Italia Lavoro Italy
    2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
    12. 12. That’s all… Brussels, 9-10 December
    13. 13. Brussels, 9-10 December