Youth action plan Observatory Plenary meeting Alicante, 28-29 October 2014

Map and identify opinion leaders & influencers Improve understanding Objective of the action plan Build the Commmunity Map and identify opinion leaders & influencers Improve understanding

Identification of youth opinion leaders Expected results Youth and IP Scoreboard IP Community & mapping of multipliers "Sentiment Analysis" Online Monitoring Market Research results Engagement of these opinion leaders (e. g meeting in Alicante) Identification of youth opinion leaders Social media presence Mapping study There are three specific objectives guiding the overview process. Objective 1: The need to understand how IP is treated as educative content (IP education, curricular approach) Objective 2: The need to understand if and how IP is used in practice as a learning/teaching subject by teachers The scope of the research is primary education and general secondary education, as well as secondary level vocational, technical and commercial schools. Both public and private education sectors will be taken into account. The school reference year will be 2012/13. A curricular overview of the EU28 will be made and will be based on information provided by the Eurydice Network’s Unit of the Education, Audiovisual and Culture Executive Agency (EACEA) and its national focal points (Ministries of Education) in each European MS. The Eurydice Network will coordinate the collection of data through a specific survey for all Education Ministries and the general lines of the comparative overview. Annual Scoreboard Report Building a Community of youngsters 15-24

Market research activities DEEPENING IP PERCEPTION Quantitative Online survey (15-24)- 28 Member States Identify relevant trends and behaviours (counterfeiting, piracy, online behaviours…) Qualitative 2 focus groups 15-18, 18-24 per country (trends, issues, support quantitative research..); understand better behaviours and views (picture in time) Pre-testing: logo and tagline focus groups with young people aged 15 to 24 from different cultural backgrounds and nationalities. Two focus groups will be done: one for teenagers 15- to 18 and the other for 19- 24 year olds. National focus groups: One per country (8 to 10 Methodology: Gallery type approach. Lining the walls with different campaign visual approaches and allowing the participants to look at each visual and tagline alone, with just a notebook and a simple questionnaire to record their thoughts in: capture their first, spontaneous thoughts and feelings, Plenary session in which the actions are explored in further detail: a) understanding the feelings engendered to get a sense of how they are connecting (or not) and how they are motivating (or not), b) understanding whether the message is coming through clearly and what is aiding or hampering comprehension, c) having seen the visuals and taglines, how motivating are they and what’s driving that – personal relevance / particularly appealing aspects Online survey with GFK, one of the world's largest market research companies with extensive experience in the education and consumers sector, Variables: gender, age, education, region net sample size of n=500 or n=1000 per country will be obtained via random sampling approach from the national online panels in the 28 EU Member States.

Sentiment analysis: example of test Criteria: Coverage of social media, blogs and online, EU 28 coverage & 24 official languages, various key words, manual features, user-friendliness, reporting visuals Influencers: all 28 MS, social media and online, one key word (fake goods) Sentiment analysis: per key word Detailed sentiment analysis Online monitoring: weekly and monthly reporting (Facebook, Twitter, Youtube) 8 tools pre-selected. 3 were tested Digimind, Radian6 and Datknosys

Identification of opinion leaders & multipliers BUILDING THE COMMUNITY ONLINE Open a space for Dialogue among youngsters …on topics of daily interests Facebook Twitter Web site Identification of opinion leaders & multipliers Real time monitoring of youngsters’ perceptions Target also youth media, blogs and optimise social media presence Generate interest & online promotion Sustain interest Commit community + YouTube Pre-testing: logo and tagline focus groups with young people aged 15 to 24 from different cultural backgrounds and nationalities. Two focus groups will be done: one for teenagers 15- to 18 and the other for 19- 24 year olds. National focus groups: One per country (8 to 10 Methodology: Gallery type approach. Lining the walls with different campaign visual approaches and allowing the participants to look at each visual and tagline alone, with just a notebook and a simple questionnaire to record their thoughts in: capture their first, spontaneous thoughts and feelings, Plenary session in which the actions are explored in further detail: a) understanding the feelings engendered to get a sense of how they are connecting (or not) and how they are motivating (or not), b) understanding whether the message is coming through clearly and what is aiding or hampering comprehension, c) having seen the visuals and taglines, how motivating are they and what’s driving that – personal relevance / particularly appealing aspects Online survey with GFK, one of the world's largest market research companies with extensive experience in the education and consumers sector, Variables: gender, age, education, region net sample size of n=500 or n=1000 per country will be obtained via random sampling approach from the national online panels in the 28 EU Member States. Youngsters of reference Models in areas of interest for youngsters (music, fashion, sport, technology… (VIP) Opinion leaders/bloggers/ multipliers Central point Repository of content Visibility for IP campaigns Support of video competition

BUILDING THE COMMUNITY ONLINE Pre-testing of logos and taglines 2 focus groups: one for youngsters, one for SME 4 logos tested and 6 taglines Pre-testing: logo and tagline focus groups with young people aged 15 to 24 from different cultural backgrounds and nationalities. Two focus groups will be done: one for teenagers 15- to 18 and the other for 19- 24 year olds. National focus groups: One per country (8 to 10 Methodology: Gallery type approach. Lining the walls with different campaign visual approaches and allowing the participants to look at each visual and tagline alone, with just a notebook and a simple questionnaire to record their thoughts in: capture their first, spontaneous thoughts and feelings, Plenary session in which the actions are explored in further detail: a) understanding the feelings engendered to get a sense of how they are connecting (or not) and how they are motivating (or not), b) understanding whether the message is coming through clearly and what is aiding or hampering comprehension, c) having seen the visuals and taglines, how motivating are they and what’s driving that – personal relevance / particularly appealing aspects Online survey with GFK, one of the world's largest market research companies with extensive experience in the education and consumers sector, Variables: gender, age, education, region net sample size of n=500 or n=1000 per country will be obtained via random sampling approach from the national online panels in the 28 EU Member States.

Social media presence Launched on 13 October 2014…. https://www.facebook.com/IdeasPowered https://twitter.com/IdeasPowered + YouTube to come

Facebook and Twitter: measurements after 2 weeks 1 207 likes

Darker represents more followers First measurements after 2 weeks Followers by countries Darker represents more followers Top countries Spain – 7,7% Belgium – 2,5% France – 2% Italy – 1,5% Ireland – 1% United Kingdom – 1% Netherlands – 0,5% Luxembourg – 0,45% Sweden – 0,2% Norway – 0,2% 405 followers In the coming weeks, we should establish a list of accounts of other organisations or individuals that we would like to be connected with on social media and then like/follow them. This shows the rest of the community that we are active in the game, not just watching from the side-lines. Most successful tweets Followers by gender

BUILDING THE COMMUNITY ONLINE Ideas Powered web site Promotion of IP campaigns & interactivity Pre-testing: logo and tagline focus groups with young people aged 15 to 24 from different cultural backgrounds and nationalities. Two focus groups will be done: one for teenagers 15- to 18 and the other for 19- 24 year olds. National focus groups: One per country (8 to 10 Methodology: Gallery type approach. Lining the walls with different campaign visual approaches and allowing the participants to look at each visual and tagline alone, with just a notebook and a simple questionnaire to record their thoughts in: capture their first, spontaneous thoughts and feelings, Plenary session in which the actions are explored in further detail: a) understanding the feelings engendered to get a sense of how they are connecting (or not) and how they are motivating (or not), b) understanding whether the message is coming through clearly and what is aiding or hampering comprehension, c) having seen the visuals and taglines, how motivating are they and what’s driving that – personal relevance / particularly appealing aspects Online survey with GFK, one of the world's largest market research companies with extensive experience in the education and consumers sector, Variables: gender, age, education, region net sample size of n=500 or n=1000 per country will be obtained via random sampling approach from the national online panels in the 28 EU Member States. Video competition (monthly) Video Presentations/Contributions from opinion leaders, influencers, bloggers

Mapping of opinion leaders, bloggers, … to further engage them Measurement tool per country/language References for youngsters Bloggers Pre-testing: logo and tagline focus groups with young people aged 15 to 24 from different cultural backgrounds and nationalities. Two focus groups will be done: one for teenagers 15- to 18 and the other for 19- 24 year olds. National focus groups: One per country (8 to 10 Methodology: Gallery type approach. Lining the walls with different campaign visual approaches and allowing the participants to look at each visual and tagline alone, with just a notebook and a simple questionnaire to record their thoughts in: capture their first, spontaneous thoughts and feelings, Plenary session in which the actions are explored in further detail: a) understanding the feelings engendered to get a sense of how they are connecting (or not) and how they are motivating (or not), b) understanding whether the message is coming through clearly and what is aiding or hampering comprehension, c) having seen the visuals and taglines, how motivating are they and what’s driving that – personal relevance / particularly appealing aspects Online survey with GFK, one of the world's largest market research companies with extensive experience in the education and consumers sector, Variables: gender, age, education, region net sample size of n=500 or n=1000 per country will be obtained via random sampling approach from the national online panels in the 28 EU Member States. Approximately 20 /country = over 600 key contacts for EU Emailing campaign for selected multipliers such as youth organisations, youth media & networks Targeted contacts for opinion leaders at national level

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