1. Youth action plan Observatory Plenary meeting
Alicante, October 2014

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

3. 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

4. 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, 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 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.

5. 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

6. 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 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

7. 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 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.

8. Social media presence
Launched on 13 October 2014….
+ YouTube to come

9. Facebook and Twitter: measurements after 2 weeks
1 207 likes

10. 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

11. 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 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

12. 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 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
ing campaign for selected multipliers such as youth organisations, youth media & networks
Targeted contacts for opinion leaders at national level

13. contact us: Thank You www.oami.europa.eu
(+ 34) (switchboard) (+ 34) / 8646 (Observatory Operations) (+ 34) (main fax) twitter/oamitweets youtube/oamitubes
contact us:
Thank You