What do YOU think about
Athens?
Athens is here.
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…
Main Identity Problem Main 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…
Let’s just connect the pieces of the Let’s just connect the pieces of the puzzle and see a different image emerge.puzzle and see a different image emerge.
What’s interesting now?
Art on the road…
Festivals
Social start ups
Synergies & Private Initiatives…
Redevelopment Projects
Start ups and entrepreneurship
Re-launching Athens
So…Connecting the dots or just unwinding the tangle we will try to
create a different storytelling based on
facts concerning Athens…
Let’s invert the stereotype!
project
Athens
Brand
Creation
What are the ingredients?
Actors & Roles
Stakeholders identified and
engaged
Who are the stakeholders?
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
Partnership formed and effectively run
…key stakeholders join forces and share leadership,
responsibility and resources
…open to new members
No exceptions!
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.
Who manages the Athens brand?
Brand management organization
STEP 1.Invitation to key stakeholders
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)
Step 2.Workshop with interested parties->Presentation of value proposition
Step 3.(One month’s period)Second workshop engagementOutcome: Roadmap
Step 4.(Six months period)Testing MVP -> action planPartnershipManagement Organization
Tools & Methods
Lean start up methodology all the way!
Lean Start-up method
The ABC projectas 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…
Tasks
Up to
Surveying the groundAssessing the brand
status quo
[Assets / Liabilities, both inwards & outwards, both real
& perception-related]
Defining
the
VISION
… How do we want
Athens to be like in XX
years from now?
Shaping The
identity
Plotting the strategy What experience of the city we want
our audiences to have?
Ongoing procedures…
Taking specific actions
Making specific choices
Passing the message and mobilizing…
and keeping on track
Monitoring
Assuring commitment
Evaluating results
and Adjusting
…
…all over again!
Still, we have a “seed” proposition to get things
started…
What is it made of?
The “seed” proposition
Vision
Storytelling through Identity
Courses of action
Vision
Human-centeredAthens 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
Storytelling
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.
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.
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.
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.
There is a strong need to foster self-confidence and some sense of
pride among locals
An open society that calls for creativity and
innovation
Empowering public spaceEmpowering 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!
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”
Information AgeDemocracy
A dynamic and interactive environment citizen participation in policy development
through cyberspace is changing the face of democracy
e-consultation: to get people’s thoughtson an issue when a project or a policyis being developed or implemented
INVOLVEMENTSHARING
COLLABORATION SERVING THE COMMON GOOD
VOLUNTEERISMSOCIAL RESPONSIBILITY
The city as a start up!
‘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.
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
Courses of action under lean start up methodology
Planning
Testing
Implementing
Evaluating
What?
YOU have a problem?YOU solve it.
EVERYONE will assist!
www.agora-athens.gr
Agora: the public space for the exchange of both goods and
views.
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!
Agora will be your facilitator.
Get connected!
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 … >
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
...because this time our platform concerns every citizen in Athens!
It is a win-win deal…
When?
Where?
Who?co-decision-making
>co-creation >‘ownership’
Based on the past we
rebuilt the future.
Democratic procedures
are here, we just change
the way.
How?
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
The Toolkit -Software
Database management Data mining Metadata mapping Web Content Management System Cross-platform publishing
Computer-SupportedCooperative Work (CSCW)
understanding of the way people work in groups with the enabling technologies of computer networking, and associated hardware, software, services and techniques
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
The consultation continuum
[Clarkson, Beverley and Rigon, Joanne 1998, Consultation Practices: DepartmentalOverview, Department of Indian Affairs and Northern Development, Ottawa]
People have voices
Let’s hear their ideas!!
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
[Starting-up] Labs
ABC Lab Agora labs
building on the experience acquired through previous efforts with similar characteristics
brainstorming > drafting > evaluating
The Labs
physical: open workshops digital: networking platform
Open calls (thematic) submitting ideas and suggestions
publishing on the platform – evaluatingmoderated outcome presented in a
public event
Communication Campaign
Slogans under
lean start up methodology
AthensNet-work in progress
ATHENS
ATHENS…
please
Athens.
Let’s so
lve the rid
dle!
A
th
e
n
sA
t
h
e
n
s
A
A
th
n
s
n
s
t
s
t
h
h
ht
ATHENS
Athens…please touch!
Athens
Athens
Athens (re)mix
Athens (Re)mix
Athens (re)mix
ATHENS
COME TOGETHER!
Athens
Revisited
Resources
Skills (stakeholders)
Funds (EU funds, corporate social responsibility, private funds)
Structures (City of Athens)
Three years from now…
Broad Partnership
Agora as the main hub for action
The new image of Athens emerges
Thank you for your attention!
TheSmartCityTeam:
T. Androutsopoulos http://www.linkedin.com/pub/theodore-androutsopoulos/16/469/67
K. Kentrou@kentrouk
El. Michalakihttp://www.linkedin.com/pub/eleni-michalaki/23/644/75a
PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCES
Department of Communication, Media and CultureMA in Cultural Management
Course: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, Assistant
Professor and Head of Advertising and Public Relations Lab
AthensCoCreation BrandingProject
Athens, June 2013
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