The ABC and Agora Project is SmartCitiesTeam's value proposition for Athens Rebranding. Get on board! Athens CoCreation Branding Project Panteion University Of Social And Political Sciences Department of Communication, Media and Culture MA in Cultural Management Course: Cultural Marketing and Communication Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

1. What do YOU think
about Athens?

2. Athens is here.

3. 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…

4. Main Identity ProblemMain 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…

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

6. What’s interesting now?
Art on the road…
Festivals
Social start ups
Synergies & Private Initiatives…
Redevelopment Projects
Start ups and entrepreneurship
Re-launching Athens

7. So…Connecting the dots
or just unwinding the
tangle we will try to
create a different
storytelling based on
facts concerning
Athens…

8. Let’s invert the stereotype!

9. project
Athens
Brand
Creation

10. What are the ingredients?

11. Actors & Roles
Stakeholders
identified and
engaged

12. Who are the stakeholders?

13. 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

14. Partnership formed
and effectively run

15. …key stakeholders join forces
and share leadership,
responsibility and resources

16. …open to
new
members

17. No exceptions!

18. 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.

19. Who manages the
Athens brand?
Brand management
organization

20. STEP 1.
Invitation to key stakeholders

21. 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)

22. Step 2.
Workshop with interested parties
->Presentation of value proposition
Step 3.
(One month’s period)
Second workshop  engagement
Outcome: Roadmap
Step 4.
(Six months period)
Testing MVP -> action plan
Partnership
Management Organization

23. Tools & Methods
Lean start up
methodology
all the way!

24. Lean Start-up method
 The ABC project
as 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…

25. Tasks

26. Up to

27. Surveying the ground
Assessing the brand
status quo
[Assets / Liabilities, both
inwards & outwards, both real
& perception-related]

28. Defining
the
VISION

29. … How do
we want
Athens to be
like in XX
years from
now?
Shaping
The
identity

30. Plotting the strategy
What experience of the city we want
our audiences to have?

31. Ongoing
procedures…

32. Taking
specific
actions
Making
specific
choices

33. Passing the message and
mobilizing…

34. and keeping on track
Monitoring

35. Assuring commitment

36. Evaluating
results
and
Adjusting
…

37. …all over again!

38. Still, we have a “seed”
proposition to get things
started…
What is it made of?

39. The “seed” proposition

40. Vision
Storytelling
through Identity
Courses of action

41. Vision

42. Human-centered
Athens 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

43. Storytelling

44. 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.

45. 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.

46. 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.

47. 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.

49. There is a strong need to foster
self-confidence and some sense of
pride among locals

50. An open society that
calls for creativity and
innovation

51. Empowering public space
Empowering 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!

53. 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”

54. Information Age
Democracy
 A dynamic and interactive environment
 citizen participation in policy development
through cyberspace is changing the face
of democracy
 e-consultation: to get people’s thoughts
on an issue when a project or a policy
is being developed or implemented

55. INVOLVEMENT
SHARING
COLLABORATION
SERVING THE COMMON GOOD
VOLUNTEERISM
SOCIAL RESPONSIBILITY
The city as a start up!

56. ‘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.

57. 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

58. Courses of action under
lean start up methodology

59. Planning

60. Testing

61. Implementing

62. Evaluating

64. What?

65. YOU have a problem?
YOU solve it.
EVERYONE will assist!

66. www.agora-athens.gr
Agora: the public space for the
exchange of both goods and
views.

67. 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!

68. Agora will be your
facilitator.
Get connected!

69. 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 … >

71. 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

72. ...because this time our platform
concerns every citizen in Athens!
It is a win-win deal…

73. When?

74. Where?

75. Who?
co-decision-making
>co-creation
>‘ownership’

76. Based on the
past we
rebuilt the
future.
Democratic
procedures
are here, we
just change
the way.
How?

77. 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

78. The Toolkit -
Software
 Database management
 Data mining
 Metadata mapping
 Web Content Management System
 Cross-platform publishing

79. Computer-Supported
Cooperative Work (CSCW)
 understanding of the way people work in
groups with the enabling technologies of
computer networking, and associated
hardware, software, services and
techniques

80. 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

82. The consultation continuum
[Clarkson, Beverley and Rigon, Joanne 1998, Consultation Practices: Departmental
Overview, Department of Indian Affairs and Northern Development, Ottawa]

83. People have voices
Let’s hear their ideas!!

84. 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

85. [Starting-up] Labs
 ABC Lab
 Agora labs
building on the experience acquired through
previous efforts with similar characteristics
brainstorming > drafting > evaluating

86. The Labs
 physical: open workshops
 digital: networking platform
 Open calls (thematic)
 submitting ideas and suggestions
publishing on the platform – evaluating
moderated outcome presented in a
public event

87. Communication
Campaign

88. Slogans
under
lean start up
methodology

89. AthensNet-work in progress

90. ATHENS

91. ATHENS…
please

92. Athens.
Let’s solve
the
riddle
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A
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93. ATHENS

94. Athens…
please touch!

95. Athens

96. Athens

97. Athens (re)mix

98. Athens
(Re)mix

99. Athens (re)mix

100. ATHENS
COME TOGETHER!

101. Athens
Revisited

102. Resources
Skills (stakeholders)
Funds (EU funds, corporate
social responsibility, private funds)
Structures (City of Athens)

103. Three years from now…
Broad Partnership
Agora as the main hub for action
The new image of Athens emerges

104. Thank you for your attention!

105. TheSmartCityTeam:
T. Androutsopoulos
http://www.linkedin.com/pub/theodore-androutsopoulos/16/469
D. Giannibas
dgiannibas@gmail.com
V. Kasviki
vkasviki1@gmail.com
K. Kentrou
@kentrouk
El. Michalaki
http://www.linkedin.com/pub/eleni-michalaki/23/644/75a

106. PANTEION UNIVERSITY OF SOCIAL AND
POLITICAL SCIENCES
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant
Professor and Head of Advertising and Public
Relations Lab
AthensCoCreation BrandingProject
Athens, June 2013