Skolkovo eng

Skolkovo in Global Public Communications

40 percent (of informed Russian citi-zens about this project – ed.) – is not that bad, but I would like Skolkovo to become an ideology that will over-whelm the life of our society and will be clear for youngsters and adults. If we succeed, the Skolkovo effect will be huge, and I really hope for it.

Dmitry Medvedev April 25, 2011

Official website: www.i-gorod.com/enTwitter: @i_SkolkovoFacebook list: http://www.facebook.com/FondSkolkovoLiveJournal: http://i-skolkovo.livejournal.com/Call-center: +7 (495) 967 01 48

According to a study by VTsIOM (Russian Public Opinion Research Cen-ter), cited by Chairman of the Board of Trustees Dmitry Medvedev in his April 25 speech, the majority of Russians routinely expect key updates on Skolkovo on a monthly basis, which they receive mainly through televi-sion and the Internet.

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Once a week or more often

Once a month

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Once a year or less often

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TV Programs

Internet publications

Skolkovo Innovation C e n t e r

2 – 3

Participants of the joint meeting of Commission on Modernization and Technological Development of the Russian Economy and Skolkovo Foundation Board of Trustees, April 25

Director of International Development Department of Skolkovo Foundation Alexey Sitnikov telling about the basics of the Open University’s work

General Director of ODAS Skolkovo Anton Yakovenko telling the Russian President Dmitry Medvedev about the development project of the Innovation Center’s area

Public Discussion of the Skolkovo Mission

The Skolkovo mission was promoted in the Foundation’s leaders‘ public speeches in the mass media and at conferences where relevant target audiences were represented. Messages important to the target audiences also appear in publications on Skolkovo.

In parallel to the efforts aimed at building Skolkovo as a global brand, sig-nificant emphasis was also placed on working with the domestic audience. Within three months, a reliable system was created for communicating on a regular basis to target audiences (researchers, businessmen, and stu-dents) news of of the Foundation’s daily activities. The system of advance and educational information involved representatives of the Foundation’s departments who interface with project stakeholders, key partners, public associations, government authorities and partners in the scientific and educational communities.

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СОЗДАНИЕ ПОЛЮСА ПРИТЯЖЕНИЯ ДЛЯПЕРЕДОВЫХ НАУЧНО-ИССЛЕДОВАТЕЛЬСКИХ

РАЗРАБОТОК МИРОВОГО УРОВНЯ, ОБЕСПЕЧЕНИЕКОНСОЛИДАЦИИ ИНТЕЛЛЕКТУАЛЬНО -ТВОРЧЕСКИХ

РЕСУРСОВ В СООТВЕТСТВИИ С ЛОГИКОЙПРОГРЕССА И СОЦИАЛЬНЫМИ ИДЕАЛАМИ

ОБЩЕСТВА

Т РАНСФОРМАЦИЯ ПЕРЕДОВОГО ОПЫТАКОММЕРЦИАЛИЗАЦИИ НАУЧНО-ТЕХНИЧЕСКИХРАЗРАБОТОК , ОБЕСПЕЧЕНИЕ УСКОРЕННОГО

ВНЕДРЕНИЯ ВЕДУЩИХ ТЕХНОЛОГИЙ В РЕАЛЬНЫЙСЕКТОР ЭКОНОМИКИ, ОБНОВЛЕНИЕ ЗАДЕЛА ДЛЯ

УЧАСТИЯ В ФОРМИРОВАНИИ ГЛОБАЛЬНЫХТЕХНОЛОГИЧЕСКИХ ПЛАТФОРМ

ФОРМИРОВАНИЕ НА ТЕРРИТОРИИ РОССИЙСКОЙ Ф ЕДЕРАЦИИ БЛАГОПРИЯТНОЙ СРЕДЫ ДЛЯ ВОСПРОИЗВОДСТВАИ РАЗВИТИЯ ИННОВАЦИОННЫХ ПРОЦЕССОВ В «СКОЛКОВО» СОЗДАЁТСЯ САМОВОСПРОИЗВОДЯЩАЯСЯ

СИСТЕМА «ЧЕЛОВЕК -ЗНАНИЕ» УСТРАНЯЮЩАЯ РАЗРЫВ МЕЖДУ НОВЫМИ ЗНАНИЯМИ И ОБЕСПЕЧИВАЮЩАЯ ИХТИРАЖИРОВАНИЕ ПО ВСЕМУ МИРУ И ИХ ИСПОЛЬЗОВАНИЕ НА БЛАГО ЛЮДЕЙ

СОЗДАНИЕ ИНФРАСТРУКТУРЫ КОМФОРТА ДЛЯ ТАЛАНТОВ.ПРИ ПРОЕКТИРОВАНИИ И СТРОИТЕЛЬСТВЕ ИННОГРАДАБУДУТИСПОЛЬЗОВАТЬСЯ САМЫЕ СОВРЕМЕННЫЕ И

ЭФФЕКТИВНЫЕ ГРАДОСТРОИТЕЛЬНЫЕ, АРХИТЕКТУРНЫЕ ИИНЖЕНЕРНЫЕ РЕШЕНИЯ ,

,

КОТОРЫЕ ПОЗВОЛЯТ СОЗДАТЬМАКСИМАЛЬНО ДРУЖЕСТВЕННУЮ СРЕДУ ДЛЯЧЕЛОВЕКА И

ОБЕСПЕЧАТ ВЫСОКИЙ УРОВЕНЬ КАЧЕСТВА ЖИЗНИ

ОТБОР И ОБЕСПЕЧЕНИЕ ДОСТУПА ТАЛАНТЛИВОЙМОЛОДЕЖИ К СОВРЕМЕННЫМ ЗНАНИЯМ ИЛУЧШИМ МИРОВЫМ ПРАКТИКАМ.

.

ДОБИТЬСЯЛИЧНОГО УСПЕХА МОЖНО БУДЕТ БЛАГОДАРЯ

ЗНАНИЯМ , ТВОРЧЕСКИМ СПОСОБНОСТЯМ , ТРУДУИ ПРЕДПРИНИМАТЕЛЬСКОМУ ДУХУ

Selection of young talents and ensuring their access to modern knowledge and world’s best practices. Achieving personal success will become possible through knowledge, creativity, work and the spirit of entrepreneurship.

Creating an infrastructure of comfort for the talents. In the design and construction of Innovation center, the most modern and efficient city planning, architectural and engineering solutions will be used, which will allow to create a most human friendly environment and will ensure a high quality of life.

Transformation of best practices in commercializing research and development, speeding up introduction of leading technologies in actual economic sectors, renewing the bid at participating in developing global technological platforms.

Creating a pole of attraction for world’s advanced research and development, ensuring consolidation of intellectual and creative resources in line with development imperatives and social aspirations.

Creating in the Russian Federation an environment conducive to re creating and development of innovation. Skolkovo is to host a self perpetuating human to science system, which eliminates the gap between new areas of scientific knowledge and ensures their proliferation across the world and use for the good of the humankind.


4 – 5

IT Cluster Project Director Albert Efimov representing Cluster foresight and inviting «Archimedes» exhibition participants and guests to cooperation

Vice-President of Skolkovo Foundation Stanislav Naumov and Alexey Sitnikov meeting with leading bloggers at the Skolkovo booth, SvyazExpoComm-2011

Professor Anatoly Dolgolaptev hopes to get the support of the Mayor Sergey Sobyanin for implementation of his project

Public Presentation of Skolkovo Projects

A technology has been perfected for public presentation of innovation proj-ects and of project teams working at the Innovation Centre: a package of presentation materials is prepared for each participant’s project and then published on the Internet (a flash-based project presentation, a videos, etc.). As a result, starting in April-May, discussion of the Skolkovo agenda has been shifting towards discussions of the contents of specific projects at the Innovation Centre. For example, the content (videos) returned by a Skolkovo query of www.youtube.com, the popular video sharing site, is 2/3 generated by the Foundation’s PR department, of which more than half are about the project participants.

This technology has been tested at events attended by Russian President Dmitry Medvedev. Project participants themselves underscore at these events the communications value of the Skolkovo project participant status for attracting “smart money” from external investors. An additional effect of the communications-centered method of preparing for and holding official events is that the invited project participants begin to interact with each other as this will take place within the Skolkovo ecosystem.

356 РАДКОНЦЕПЦИЯ SK342 ПОБЕДИТЕЛИ КОНКУРСА SK

СОБСТВЕННАЯ ПОВЕСТКА:105 771 ПРОСМОТР**

ВОЗВРАЩЕНИЕ УЧЕНЫХИЗ-ЗА РУБЕЖА

2 841

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РОЛИК СТУДЕНТОВ ОТУС

6 205 УЧАСТНИКИ SK, 7 РОЛИКОВ

АДРЕСОВАННАЯ ПОВЕСТКА:92 656 ПРОСМОТРОВ*

АЛИСА В СКОЛКОВО(ОТ УЧАСТНИКА SKКОМПАНИИ «БАЗИЛЕВС»

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RETURN OF SCIENTISTS FROMABROAD

INVENTORS’CREATIVITY

ALICE IN SKOLKOVO (BYBAZILEVS, A SK MEMBER)

MULT PERSONALITIES(CARTOONCHARACTERS)

SKOLKOVO CONFERENCE18.05, 3 VIDEOS

SK CITY CONCEPT

SK - ELECTIONPROJECT

VIDEO BY SKOLKOVO OPENUNIVERSITY STUDENTS

SK PARTICIPANTS, 7 VIDEOS

SK COMPETITION WINNERS

OWN AGENDA:105,771 VEWS**

TARGETED AGENDA:92,656 VIEWS *

**13 VIDEOS FROM SKAND PARTNERS* 7 VIDEOS


6 – 7

Nobel laureate, Co-Chairman of Skolkovo Scientific Advisory Council Zhores Alferov is looking at holographic pictures of Nuclear Cluster’s projects

Vice President, Chief Development Officer Alexei Beltyukov telling how to get in Skolkovo Innovation Center

Co-Chairmen of the Skolkovo Foundation Council Craig Barrett and Viktor Vekselberg

Skolkovo booth activities always attracted many exhibition participants and visitors

Results

A Skolkovo public communications model has been developed and dis-cussed in the professional community. Indicators for evaluating the Foun-dation’s effectiveness has been also prepared. Qualified agencies with regional networks and global partners have been selected (SPN Ogilvy, the IMA Group, CROS, Newton, the Ya Corporation and others).

2000

3000

4000

5000

13 000 mentions (March – May)

Sk in regional agenda

Members and their projects, joint projects with key partners

City Council, Advisory Board for Science, the Fund’s investment policy

Peaks of mentions:April 25 – a joint meeting of the Modernization Commission and Skolkovo Board of TrusteesMay 18 – Dmitry Medvedev’s press conference

2000

3000

4000

5000

13 000 упоминаний (март – май)

Sk в региональной повестке

Участники и их проекты, совместныепроекты с ключевыми партнерами

Градсовет,консультативный научный совет,инвестиционная политика фонда

Пики упоминаний:

25 апреля – заседание комиссии по модернизации

18 мая – пресс-конференцияДмитрия Медведева

Skolkovo booth visitors could get information about Innovation Center activities


8 – 9

Innovator Aleksandr Petrov telling Dmitry Medvedev about creation of new antivirus medicine, supported by Skolkovo Foundation

Biomedicine Cluster Executive Director of Skolkovo Innovation Center Igor Goryanin and Alexander Fertman waiting for the press conference of Dmitry Medvedev, May 18

Nuclear Cluster Executive Director of Skolkovo Innovation Center Denis Kovalevich and Advisor to the President of the Skolkovo Foundation Alexander Fertman telling the Head of corporation “Rosatom” Sergey Kirienko and Chancellor of NRNU “MEPHI” Mikhail Strikhanov about the Cluster projects

A stable communications pattern was created at the federal and regional levels. 160 news agencies and networks, 117 central and local TV channels, 32 national radio stations broadcast news about the project. Discussion of various aspects of the project can be found in 580 printed publications.

The number of followers to the official Twitter account, @ i_Skolkovo, grew by 3,5 times (more than 10,000 subscribers), the members of the official community Skolkovo Foundation on Facebook – by 4,5 times (more than 900 active users).

The Skolkovo domain is currently under construction.

Without a doubt, a significant role in the prominence of the project on the national agenda was played by the relevant departments of the Adminis-tration of the President of the Russian Federation (the April 25 announce-ment of the Commission on the Modernization and Technological Develop-ment, quoted opening speech by Medvedev and the May 18 press confer-ence at the Skolkovo MSM. (Note: unfortunately, the attention the project received in the mass media’s coverage of the press conference was less than expected).

However, not only in April and May but also in March, the monthly indicator of references never fell below the 3,000 mark (KPI – 2500). An additional increase in May was associated with mentions of the view of the project by Russian Prime Minister Vladimir Putin, which certainly attracted additional audiences and received further developments in the statements of several other government officials within international and industry-specific proj-ects in their areas of responsibility.

A maximum growth was observed in connection with the news on the views of the Skolkovo project’s current participants or those who plan to join. Those were the speeches by M. Sitkovskiy (NewVac), B. Kanin (Optiflame), S. Kuzmin (Bazelevs), A.Petrov (Ural Pharm Cluster), I.Popov (Smeshariki) and others.

The launch of the New People Sk joint project with the Science 2.0 channel about the Skolkovo participants and their projects will help further reinforce this trend.


10 – 11

GR-manager Irina Maltseva telling the Deputy Russian Prime Minister Alexander Zhukov and Minister of Industry, Trade and Tourism of Spain Miguel Sebastian about Center’s activities

The Skolkovo participants made presentations at all Innovation Center booths during Russian and international exhibitions

Working day at ATOMEXPO-2011

Work with target audiences aimed at attracting new participants focuses on the established model of the Foundation presentation at exhibitions

Through the presentations of the Innovation Centre at its exhibition stands, a physically recognizable image and design of Skolkovo itself is being gradually created. On the one hand, each stand serves as a mockup of the knowledge factory under construction. On the other hand, it serves as a platform for different levels of communications including interacting with representatives of government bodies and of public associations. Skolko-vo’s first exhibitions were set up in a record time this spring with the active support of the Russian Chamber of Commerce and Industry’s Exhibition Committee at Russia’s leading exhibitions in Moscow (the XIV Moscow In-ternational Salon “Archimedes” (presentations by the Foundation’s repre-sentatives called “How to get in Skolkovo?”), High Technologies of the XXI Century (a presentation of an information system for clusters and 3D pass-ports of the first projects), SvyazExpocomm 2011 (discussion of the site’s layout with representatives of the professional community, presentations of the cluster project). As a result of these events, more than 30 applications for joining Skolkovo have been received. All presentations are broadcast live on the Foundation’s website, which is also additionally reflected in the online media sources relevant to our target audience.

The Skolkovo Exhibition Stand Выставочный стенд Сколково

The Skolkovo Exhibition Stand Visualizing the physical Skolkovo

Presenting Skolkovo development trendsPresenting Skolkovo participants

(the first opportunity for commercialization)Additional positioning in online media

Визуализация «физического Сколково»Презентация направлений развития «Сколково»

Презентация участников «Сколково»(первая возможность коммерциализации)

Дополнительное позиционирование в сетевых СМИ

Потенциальныеучастники

и партнеры«Сколково»

Представителиорганов

государственнойвласти

Общественныеобъединенияи организации

Skolkovo potential members

and partners

Government representatives

Public associations

and organizations


12 – 13

Skolkovo Foundation President Viktor Vekselberg and RCCI President Sergey Katyrin are signing the Cooperation Agreement

Energy efficiency Cluster project manager Vera Koryakina

Stanislav Naumov and Head of the Sheremetyevo Airport press-service Roman Genis at the opening of Skolkovo exposition in the International Airport

A Skolkovo exposition is set up at the Sheremetyevo International Airport (a competition of handset photos of the Skolkovo stand is held jointly with RAPR and LG Electronics)

An effort to explain the policy is actively underway at various forums and conferences attended by representatives of government bodies and public associations. These activities include a meeting at the Embassy of PRC as part of the Business Russia delegation, events such as the Forum of Russian Union of Industrialists and Entrepreneurs and the OPORA Russia conference.

Working with alumni of the Presidential Program for National Econ-omy Management Training is promising. Videos of the speeches by the Foundation management and its strategic advisors was posted on Facebook and provoked a lively discussion.

The Foundation’s Booths at Russian and international exhibitions have become a permanent meeting place of the Skolkovo Foundation Club. During such meetings, various socially significant topics are discussed and projects initiated, which are to be developed in the future. For example, at the Congress of the Chidren’s Products Industry in Moscow, investment projects in the Children’s Internet were presented and a public discussion took place of the sketches for the The Guest from the Future series, which is set in Skolkovo. Due the video, Alisa: a guest from the future, Bazelevs Innovation was actively discussed in the media. A draft design of the Skolkovo theater was prepared jointly with Director Kirill Serebryannikov.

Skolkovo expositions

Skolkovo Foundation Club

Presentations of the Humanitarian Skolkovo

projects

Discussion of social issues

New innovation projects

Экспозиции «Сколково»

Встречи клуба друзей «Сколково»

Презентации проектов«Гуманитарного

«Сколково»

Обсуждение социально-значимых

тем

Новые инновационные

проекты


14 – 15

CEO of Skolkovo Technopark Alexander Loktev

Deputy Russian Prime Minister Sergey Ivanov visited the Skolkovo booth at the International Forum «High Technologies of XXI century – 2011»

The main architect of AREP Andreas Heim

Promoting the Skolkovo brand in global public communications. Attracting potential partners

This spring, Vice President of the Foundation Stanislav Naumov received proposals for cooperation within SPIEF-2011 from 4 global media hold-ings: CNBC, BBC, Euronews, and Bloomberg. Under these proposals, a breakthrough can be achieved within a fairly short time period, which will create country association of Skolkovo with Russia and thereby elevate the Skolkovo brand to the level of brands already understood by the busi-ness community – those of general partners of the Saint Petersburg Forum. The proposals were passed for further elaboration to the Director of Advertising and spokesperson, Alexander Chernov.

Cooperation with key partners in the field of information should be con-ducted differently. It is not enough to rely only on local industry pools. It is necessary to reach to the press services at the headquarter and to seek joint promotion of the information in the foreign mass media with the sub-sequent reprinting through the pools of political and business publications of a wide spectrum.

Cooperation agreements with: Rosoboronexport, ISS Reshetnev, RWE, Nanohale, DeutcheMesse, techno parks Opitec, Sophia Antipolis

Cooperation agreements with Trade Missions in Germany, France, Spain, Indonesia. Skolkovo’s first projects were demonstrated to Vice Prime Minister A. Zhukov, representatives of the Ministry of Education and Science, Roskosmos, the Ministry of Economic Development, Ministry of Communications

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International conferences and

conferences attended by foreign experts (Germany, Russia)

International exhibitions (Germany, Spain)

Interviews to Les Echo, BBC, Russia Today

Договоренности о сотрудничестве с Рособоронэкспортом, ИСС им. Решетова,RWE, Nanohale, DeutcheMesse, технопарками Opitec, Sophia Antipolis

Договоренности о сотрудничестве с торговыми представительствами в Германии, Франции, Испании, Индонезии. Первые проекты Сколково увидели: вице-премьер А.Жуков, представители Минобрнауки, Роскосмоса, Минэкономразвития, Минкомсвязи

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в Европе (Франция, Германия)

Международные конференции

и конференции с участиемзарубежных экспертов

(Германия, Россия)

Международные выставки (Германия, Испания)

Интервью Les Echo, телеканалу BBC,

телеканалу Russia Today


16 – 17

IT Cluster Executive Director Alexander Turkot and Deputy Minister of Education and Science of the Russian Federation Sergei Ivanets at the Skolkovo booth, CEBIT

Alexander Turkot ‘s presentation for CEBIT visitors and participants

CEO of AREP Etienne Tricaud, Head of the company «Transgenfarm» Elena Sadchikova, Skolkovo Town Planning Board’s Chairman Jean Pistre, CEO of company «Optiflame Solutions» Vladimir Kanin

To promote Skolkovo internationally, a series of presentations was held in Europe: a presentation of Skolkovo and signing of the agreements with Alstom and EADS, the signing of a contract with AREP, Paris (France), a presentation of the Space Technology and Telecommunications and Biomedical Technology Clusters in Berlin (Germany) as part of the Rus-sian-German Economic Congress, the presentations of the Information Technology and Energy-efficient Technologies and Biomedical Technol-ogy Cluster projects at the CEBIT-2011 International Exhibition in Hanover (Germany), and the Science, technology and innovation achievements of Russia 2011 exhibition in Madrid (Spain). A meeting took place between the President of the Foundation, Viktor Vekselberg, and Prince Philippe of Belgium and a delegation of heads of Belgian companies. Safe City, an international project conference, was held and attended by Russian, German, Israeli, French experts, as well as representatives of the world’s leading companies in the security industry – CISCO, EADS, SIEMENS, GLS. The Foundation took an active part in the Russia Day at the annual Global Technology Symposium (CTS), and held their own discussion un-der the title of Russia: the cradle of innovation. The events involving Vice President Joseph Biden and a Stanford University professor and former Secretary of State, Condoleezza Rice received extensive media coverage. Both events were attended by Skolkovo representatives.

Viktor Vekselberg’s Interviews were organized and held with Les Echo, a leading French newspaper, and the BBC, a British TV channel. Craig Bar-rett, the Co-chairman of the Foundation Board, gave an interview to the Russia Today TV channel.

This set of measures can solve the problem of attracting attention to the project from the active parts of the research and business com-munities abroad thereby creating a fashion for Russian innovation based on the understanding of Russia’s desire to integrate into the global knowledge economy.


18 – 19

Skolkovo eng

Documents

Transcript of Skolkovo eng