AmericA's Cup World Series NapLES 2013download.derev.com/report/DeRev Lab - Report... · Using a...

AmericA's Cup

World Series

NapLES 2013

SOCIAL impact assessment

www.derev.com

http://www.derev.com/

America’s Cup World Series Naples 2013 Social Impact Assessment 2 © 2013 DeRev S.r.l.

1. Introduction

2. Challenge – Sentiment Report 2.1 DeRev 2.2 Focus 2.3 Mission

3. Prospect – Social Innovation 3.1 Impact assessment 3.2 America’s Cup 3.2 America’s Cup World Series Naples

4. Vision – "Digital E-dentity" 4.1 E-dentity

5. Mission – Active Media

6. Special Report – World Series Naples 6.1 Tools 6.2 Columns

7. Results – Statistics 7.1 Issue #1 – Reporting 7.2 Issue #2 – Interaction 7.3 Issue #3 – Impact 7.4 Statistics

8. Analysis – Conclusions

9. Active media – Who is DeRev 9.1 The platform 9.2 The startup 9.3 The founder

10. Contacts

3

4 4 4 5

6 6 6 7

8 8

9

10 10 10

12 12 13 14 16

22

24 24 24 24

26

For America’s Cup World Series Naples 2013, DeRev created and curated a dedicated active media project using social networks, live streaming and a special column on the event on its platform www.derev.com The following report was realized in a totally independent fashion by DeRev, a private company that had no role in the organization of America’s Cup at the local and international level. DeRev did not participate in any bids, nor did it benefit from public or private funding for the active media project on which the present report is based. Its scientific activity as no commercial aim. The report has the scientific aim to analyze and provide innovative metrics to measure the impact of big events on local communities. It does not violate the activities of copyrighted brands, nor does it perform functions unauthorized by the organizing committee. The study is based on the data extracted with social media data flow analysis, which DeRev performed, autonomously and independently, on its channels of competence. The results of the research do not constitute the official outcomes provided by the organization, either at the local or international level. All the photographs included in the report were voluntarily submitted by subjects who added their name and, occasionally, copyright to the images.


2.1 DEREV As an active media, DeRev’s goal is to engage users, trigger interaction, create and collect proposals to inspire and produce ideas and projects to make a change.

2.2 FOCUS Big events inspire bonding and a sense of community among residents, at the same time increasing the global visibility and reach of territories. The urgency to acquire data on the impact of such events is growing, not only at the institutional level. Global events like America’s Cup generate a debate among supporters and opponents that influences the perception about the host city, be it Naples or San Francisco. The contents users post on the web generate a data flux on interaction and documentation. This is the critical mass that provides the raw data needed to analyze the “living matter” connected to the success of an event and its web presence. User feedback says a lot about favorite topics, or just what catches their attention, highlighting a direct relation between topics and ideas. The outcome is a semantic and anthropological study akin to “sentiment analysis.”


2.3 MISSION DeRev’s aim is to collect the users’ contributions and interactions to produce a report on the social impact of events, analyzing the relation that exists between reporting what happens in the real world and the info and news flux, suggestions and reactions, that contextually emerge on the web. DeRev planned a number of web activities to catalyze the debate and enhance continuous and real-time interaction among users. Data and content analysis is an important resource to map the users’ sentiment regarding individual topics, helping to measure their disposition toward ideas and potential projects.


3.1 IMPACT ASSESSMENT An evaluation report on the social impact of the event employs web tools to collect useful data and provide new evaluative metrics of feedback and users’ reactions to collective stimuli. Using a big event to promote the users’ democratic, horizontal and transparent involvement is a practice inspired by the principles and laws of “social innovation.”

3.2 AMERICA’S CUP America’s Cup is the world’s most important sailing match race between pairs of sailing yachts. During the first phase of the race, the selection series, the clubs challenge each other. The winner of the selection becomes the official challenger and competes against the defender in the America’s Cup match. Defenders choose the race’s setting and rules of engagement. America’s Cup takes place every three or four years. The event has a big impact on the urban environment of the host cities, given the need to accommodate the teams and provide equipment and infrastructures for the race for a number of years. Such requirements can alter part of the urban landscape and influence how urban dwellers and tourists perceive the local identity and its maritime resources. The America’s Cup brand and the activities it promotes are a significant attractor and flag-project of territorial development.


3.3 AMERICA’S CUP WORLD SERIES NAPLES Between editions of the America’s Cup, the World Series takes place. This is America’s Cup itinerant format, where teams challenge each other in run-up, promotional mini-tournments. The event is an important venue of territorial marketing for potential host locations. Napoli hosted the World Series on April 2012 and April 2103.


4.1 E-DENTITY Today users determine not only consumption practices, but also production dynamics. If design thinking invites us to adopt the user’s point of view when creating and realizing innovative services and products, employing analytical criteria to measure a user’s augmented personality and the projection of his/her personality on the web is an even more interesting endeavor. DeRev works on “E-dentity,” a hybrid concept that takes account of the growing complementarity between “digital identity” and the user’s physical identity. Digital identity, extracted from the information freely available on the web about a person, is becoming more and more important. This is due to the increase of data, and contextual technological developments that allow to process them in unimaginable times and numbers. (The Value of Our Digital Identity - Boston Consulting Group, 2013). Thanks to the pervasive presence of digital devices, the boundary separating online and offline world has mutated into a permeable membrane that balances, in a new fashion, the elements from the two realms, creating a complex, but also more complete report on the user and his/her personality. The web is a meta-place where an important part of life takes place and distances between real time and simultaneity vanish. Observing this habitat, a fresh perspective emerges on the birth of a hybrid identity.


The media public does not just receive information in a passive fashion, but is actively engaged, often unconsciously, contributing to make sense of the message within its personal and social contexts. (A dictionary of media and communication - Munday/Chandler, Oxford University Press 2011). Active media have multiple functions connected to the exchange between different producers and consumers of contents: the medium itself and web users. Active media produce contents according to four processes: - Aggregation, creating knowledge repositories; - Selection, thematically organizing contents with content curation; - Stimulation, with strategies that enhance and produce the public’s feedback; - Contextualization, inviting user interaction about them.


6.1 TOOLS For the project “World Series Naples 2013" DeRev created a flux of contents that spread across a media ecosystem constituted by interconnected platforms:

- “World Series Naples 2013" blog on DeRev.com; - "America's Cup Napoli 2013" Facebook page; - @AmericasCupNa Twitter account; - Crowdsourcing on DeRev.com; - Live streaming on DeRev.com Speaker’s Corner.

DeRev distributed the contents into three lines of production (geolocation, topic and user target) to promote users exchange, as well as provide information, interaction and feedback on their perception of the event. The extracted data map the sentiment and attention level generated by each topic.

6.2 COLUMNS

- How Neapolitans see the America’s Cup A selection of pictures taken by the users represents the strongest emotions and main symbols associated with the event.

- Problems & Solutions As a means to enhance users exchange, crowdsourcing is employed to collect tips and complains and promote discussion on concrete solutions.



- Discover (with) America’s Cup Events like America’s Cup help the world to discover the city, but they also offer city dwellers an opportunity to look at it with fresh eyes, re-discovering forgotten attractions, like tourist paths and the best spots to enjoy the regattas.

- Visibile Cities Thanks to a synergy with the bid for Naples City of Literature (UNESCO), professional and emerging authors write about living in Naples on a dedicated column. The initiative is affiliated with the Visible Cities project and supported by the Cities of Literature global network.

- An Outsider’s Perspective Besides being a renowned sport event, America’s Cup is a valuable touristic window on the city. A dedicated column analyzes the impressions and comments of the international press.

INFORMATION Contents were produced on the in progress of the event. These include logistics, schedule, calendar, trivia from America’s Cup’s Public Village and other urban areas connected with the event.

GEOLOCATION Event’s location: Public Village, race field, etc.

FAVORITE TOPICS 1. Communication: general information about time schedule, location,

broadcasting, logistics and more.

Average visits: 17.561 unique users

2. Sport: info on the event, results, news on the teams.


3. Trivia: reports from the official Village and news from the heart of the event.


OVERVIEW

1.261.645 unique visitors

4.559.224 post views

44.364 engaged users


GAMIFICATION Contents and stimuli were devised to trigger interaction. An open story about the event, as well as images, videos and surveys, functioned as a “call to action” for users willing to share their experience of the event.

GEOLOCATION Website, social networks, mobile

FAVORITE TOPICS 1. Gallery: pictures of the city, the event and relating activities.


2. Scouting: invitation to share contents, images and videos.


3. Mapping: feedback request, polling, devising of thematic maps.


4. Poll: surveys and polls on appreciation topics.


OVERVIEW





PERCEPTION Feedback was collected to measure the impact of the event on the city and define how it influenced collective perception of the local and community identity. The feedback was extracted from interviews with institutional and economic personalities, representatives of trade unions, retailers; the residents’ and public’s reactions; information on media reactions at the local, national and international level; projection of data disclosed by the organization in public statements.

GEOLOCATION The city of Naples, Campania

FAVORITE TOPICS 1. Media: analyses and news on media feedback and on the revamping of

Napoli’s image in Italy and abroad.


2. Institutions: strategic opinions from political and institutional representatives on the impact of the event.


3. Mobility: news and updates on public transportation and traffic.


4. Setting: news, analyses and comments on the state of the furniture, décor and

urban fabric, as well as on the quality of the organization with regards to both the sport event and the city.



5. Retail: reports on the impact of the event on the local economy.


6. Sustainability: the environmental impact of the event.


OVERVIEW

716.405 unique visitors




THE “WORLD SERIES NAPLES 2013” BLOG ON DEREV.COM

85.400 unique visitors during the race week (16-21 April, 2013)

184.600 pageviews during the race week (16-21 April, 2013)

2.16 pages viewed on average by unique visitor

00:02:48 average duration of unique visit

COUNTRY CITY

95,11% Italy 51.21% Naples, Campania

1,36% United States 7.97% Milan, Lombardia

0,63% United Kingdom 6.94% Rome, Lazio

0,44% Germany 2.77% Pescara, Abruzzo

0,37% Spain 2.64% Salerno, Campania

0,34% South America 2.10% Caserta, Campania

1,75% Rest of the world 1.46% Turin, Piemonte

0.85% Bologna, Emilia Romagna

0.83% Florence, Toscana



GEOGRAPHICAL LOCATION

SOCIAL NETWORKING

40.150 subscribed users to dedicated Facebook page

25.500 unique users interactions (likes, comments and shares)


412,77% weekly growth rate (from 1 to 21 April, 2013)

3.864 pictures and videos published by users

1.185 followers on Twitter

Published news and contents

Users engagement (interacting, commenting or sharing contents)

Content views through viral circulation


Women 49,4%

Men 50,2%

COUNTRY CITY LANGUAGE

727.136 Italy 245.107 Naples, Campania 736.422 Italian

18.774 United States 36.918 Rome, Lazio 29.371 English (USA)

9.250 Spain 21.867 Milan, Lombardia 12.188 English (UK)

7.798 United Kingdom 14.173 Caserta, Campania 7.995 Spanish/Portuguese

6.932 Germany 8.159 Torre del Greco, Campania 7.396 French

6.018 France 7.758 Giugliano in Campania 6.090 German

3.569 Brazil 6.923 Salerno, Campania 4.904 Spanish

SEX AND AGE

LANGUAGE AND GEOLOCATION| Period: April 16-21, 2013


TIME OF CONNECTION User connection rate by hour, calculated as an average for the race period (16-21 April, 2013).


The highest number of connected users was registered on Tuesday 18 April, with a peak of simultaneous connections at 2 pm and 9 pm.

DAILY INTERACTIONS ON SOCIAL NETWORKS Daily trend (not hoarded) of the number of unique users engagement with news and contents through likes, comments, feedback, shares and creation of new contents from the original.

VIRAL SPREAD Daily trend of the number of unique users who viewed news and contents about the event on Facebook.


DeRev conducted a data flow analysis on the web and social networking sites and identified the topics of interest that enhanced sensitivity and common sense among the public of America’s Cup World Series Naples 2013.

1. A "DIFFERENT" PUBLIC PRESENCE Digital devices and the connectivity allowed by them are changing our “presence” to a physical event. The hybrid online-offline environment transforms the very idea of “location” and our perception of an event, which is now experienced in real time in a different way than on traditional media. The hybrid location is itself diversified. Two ways of attending the event and as many digital places emerge, operating in a different, but complementary way:

a) Website: It is a knowledge repository replete with information, stats and news about the event. During the race week, from 16 to 21 April, 2013, DeRev’s dedicated column reached 85.400 unique visitors and 186.400 pageviews, even though it was not the race’s official web page. These numbers show that users choose the online destination of an event regardless of its institutional affiliation.

b) Social networks: This is where real-time information is collected and instinctive, emotional feedback given. The dedicated Facebook fanpage created by DeRev generated 40.150 likes, while America’s Cup Naples organization (ACN)’s fanpage attracted 14.469 users, and America’s Cup’s official fanpage (that has been active for a longer time) 156.400 users. These impressive numbers evidence the public’s preference for an online destination where, through open democracy and real-time exchange among citizens (rather than simple sport updates), the city gains center stage as a place to valorize and promote.


2. NEW PRACTICES OF PARTICIPATION In April 2013, 1.959.172 unique users accessed the contents posted by DeRev on social media, with a peak of interest during the race week. It is worthwhile to compare these results with the ratings of Italy’s public broadcasting company (RAI), which averaged 890.000 viewers. Further, the social networking public grew at a weekly rate of 412,77%. Two relevant outcomes emerge: a) The importance of territoriality: In spite of the digital reach of the event, the local community had the most affected, vocal and active online presence. Taking account of the fact that all contents were published in Italian, over 55% of the users were located in Campania, particularly in Napoli (51.21%).

b) Visual culture: DeRev’s strategy leveraged 25.500 unique users’ interactions (likes, comments and shares) that resulted in 3.864 contents posted, including photographs and videos, and generated word-of-mouth among a total of two million individuals. These numbers confirms the viral power of visual culture, as compared to text.

3. THE PUBLIC’S "FAVORITE" CONTENTS One of the most interesting outcomes of our data flow analysis concerns the impact of the thematic areas of DeRev’s active media campaign.

a) Entertainment: 1.751.281 views, 160.585 engaged users b) Information: 1.261.645 views, 44.364 engaged users c) Perception: 716.405 views, 25.526 engaged users

Significantly, themes like politics and the impact of the event on local institutions and trade associations generated very little feedback. On the other hand, entertainment, news, logistics and daily life attracted commentary and reciprocal relations among users.


8.1 THE PLATFORM DeRev.com is a web platform that "turns your best ideas into Revolutions," realizing creative projects and social innovation through crowdfunding, petitions and open democracy. DeRev is an active media where thousands of people create contents and initiatives, fund projects, discuss and spread the best ideas to make a change.

8.2 THE STARTUP DeRev is an Italian startup founded in August 2012 by Roberto Esposito. On August 2012, DeRev closed a deal for one of the most relevant early stage operations in Italy for a web startup, attracting an investment of 1,25 million euros by Vertis Venture and Withfounders, a brand that brings together some of the best business angels in Europe, including Giulio Valiante (JobRapido, Buongiorno Vitaminic, SaldiPrivati) and Michele Casucci (Lycos Italy, Certilogo). Since 2013 DeRev has been the main Italian platform for crowdfunding, open democracy, viral communication and social media. DeRev is composed of a team of 15 young talents: it is currently spreading throughout the rest of Europe and has been selected as Digital Democracy Leader by Microsoft and European Parliament.

8.3 THE FOUNDER Roberto Esposito is a 28 years old Italian blogger and startupper. Since he was 14, he has successfully promoted his projects with unconventional webmarketing strategies and viral initiatives on social media, which earned him two Guinness World Records awards. In 2012 he wrote a book in crowdsourcing with the help of 700.000 users. In the same year, he managed the official communication and web marketing of America’s Cup Naples organization (ACN), setting a mark of 740.000 unique users in a week. In 2013, he returned to this project in an innovative way with DeRev.


Arts/Culture Business/Tech Politics/Democracy Mass Actions Associations/Groups Causes/Activism

Crowdfunding Raise funds and donations for your project (€ 690.000 raised in 3 months for Città della Scienza)

Petitions Collect signatures to support your cause (1.600 signatures to save University of Molise)

Crowdsourcing Discuss and vote for proposals and feedback (1.900.000 interactions for America’s Cup 2013)

Speaker’s Corner Create and broadcast your free live streaming (80.000 online users watched ACWS 2013 races)

This is how a boy changes the Net.

Masaniello starts again on the Web, crowdfunding and social media to catalyze change. I took a look at the platform's preview and felt an incredible urge to start a Revolution.

A brilliant geek with a nose for business.

Viva Italia, Crowdfunding Leader: DeRev 1st firm leading the Italian pack.

DeRev comes at the right time. It is easy, engaging, and useful.

Facebook’s king? His name is Esposito.


WEBSITE www.derev.com E-MAIL [email protected]

FACEBOOK facebook.com/about.DeRev TWITTER twitter.com/DeRevOfficial

DeRev S.r.l. via Alessandro Scarlatti, 67 - 80129 Naples (Italy)

VAT Number: IT07255501210


AmericA's Cup

World Series

NapLES 2013

SOCIAL impact assessment

www.derev.com

http://www.derev.com/

AmericA's Cup World Series NapLES 2013download.derev.com/report/DeRev Lab - Report... · Using a...

Documents

Transcript of AmericA's Cup World Series NapLES 2013download.derev.com/report/DeRev Lab - Report... · Using a...