PARTICIPATION PLATFORM STRATEGY
INDEX TARGET GROUPS
Measure outcomes and create a participation culture
Young urban creatives
Mass target group
Your brand characteristics
Why it should exist
Your brand proposition
Defenition of your role
What it does
List of functions
Why it is unique
THE MASS YOUNG URBAN CREATIVES
YOUNG URBAN CREATIVES “YUCCIES”
WHY YOUNG URBAN CREATIVES? Helsingborg’s municipality wants to attract young urban creatives in order to bring balance into an ageing population. Young urban creatives are considered early adapters to the city as a platform, since they are born in a technology driven network world. The target group is also aligned with the brand’s characteristics.
DEFENITION OF A YOUNG URBAN CREATIVE
I went/want to go to a creative school
I use technology in my daily life
I want to prosper from my own ideas
I consider myself a global citizen
I engage in factual questions
I don’t want to get defined by traditional labels
“Let’s consider something new: Yuccies. Young Urban Creatives. In a nutshell, a slice of Generation Y, borne of suburban comfort, indoctrinated with the transcendent power of education, and infected by the conviction that not only do we deserve to pursue our dreams; we should profit from them” - David Infante
MASS TARGET GROUP Just as milk has a mass target group, so does this platform. In order to gain the numbers of participants needed to remain a functioning model of democracy, you need to adapt the availability and make this a seamless experience for everyone. Some groups in the society are more likely to be left out if you do not consider their needs; • • • • •
People with no internet access People with limited knowledge of the Swedish language People living or staying abroad People under 18 years People with disabilities or for other reasons, unable to access/use the platform freely • People with limited technological skills
PERSONAS Following are personas from the two different segments. You can use those to evaluate if you live up to their values and needs by applying them in your daily work. Some examples of this could be; â€˘ A way of experimenting with petitions before you publish it or realise it, is to create a story around each persona. How will it be received? How will it change their lives in short term and in long term? â€˘ You can also use them to create scenarios and needs of the future. What will their lives look like in the future? What would happen if you apply different kind scenarios?
ROBIN SCOTT AGE: 25 OCCUPATION: Works at Monki by day and DJ by night STATUS: Dating LOCATION: Stockholm
BIOGRAPHY Robin is androgyne. Hen is sitting on the subway on the way back home from work. Robin is speaking on the phone with a friend about about the party at Konst Fack. When Robin gets out of the subway, people are gazing towards hen. They show emotions of everything from hopefulness and curiosity to hatefulness and aggressiveness. The feeling of knowing that there are still people that don’t include and accepts the grey zones in society gets reminded. Robin identify hen-self in all this gray zones; not a man, not a woman, not Swedish, not Persian, not gay, not straight, not religious, nor atheist.
VALUES + Experience art and culture. + Meet open and approachable people. + Be a part of creating a society with diversity and equality. FRUSTRATIONS + Society still have the need to label my gender and sexuality. + I don’t fit into a traditional system of norms. + I think initiatives from politicians are spineless and takes forever to get done.
BRANDS: GAP Polaren och Pyret SoundCloud After work Robin likes to paint, sing, visit art galleries, events and go clubbing. Robin have Ben and Jerrys a lot of friends in Malmö, but moving from one Vice big city to another is too stressful because of the housing situation.
IT & internet
HANNA SVAN AGE: 22 OCCUPATION: Student at Campus Helsingborg STATUS: Single LOCATION: Helsingborg Söder
BIOGRAPHY Hanna is born and raised in Helsingborg and knows the city by it’s inch. She was moving around in other cities for a while before she started her studies within Equality and Diversity management at Campus Helsingborg. The education makes her feel more and more engaged in factual matters and with that comes an increasing will of affecting decisions in the industry as well in society. Her ambition after graduating is to move and work in a larger city in Sweden or abroad, where she can fulfill her values. Hannah engage a lot in the student life the Helsningborg offers. She is also a member of the student choir.
IT & internet
VALUES + Find a place where culture is blooming with a variety of people. + Find work after graduation that offers career possibilities. + Be able to use her competence in order to contribute and influence. FRUSTRATIONS + Helsingborg is cosy but too small. + It’s difficult to find accommodation in larger cities. + The social life feels limited (friendships and future partner). BRANDS: SVT Amnesty Microsoft Skype
ADIR IBRAHIM AGE: 16 OCCUPATION: High school student STATUS: It’s complicated (according to Facebook) LOCATION: Helsingborg Söder
BIOGRAPHY Adir came to Sweden two years ago with his family. He is still marked with the family’s fear and their attempt to integrate with the culture and society. He is speaking Swedish with some constraints. His grades in school are good, but he has a hard time getting a grip of his competence. Helsingborg is a good place for hope and a future, but also a place with misconceptions and segregation. He is not aware of his opportunity to contribute and make an impact on the society. But with the right guidance he has the potential and network to create an other existance for himself and others.
IT & internet
VALUES + Finish high school and find a paid job. + A place to hang out with friends. + Gain 5kg in muscle mass. FRUSTRATIONS + Getting judged by his ethnicity and language barriers. + His parents can’t help him economically at the same level as his friends parents. + Too little activities to do after school. BRANDS: Samsung Adidas Facebook SnapChat Instagram 24/7 Fitness Stadium
BIOGRAPHY At the moment, Stefan is staring at the neighbors tree which is blocking his view. For two years now it’s been an ongoing dispute about that tree. From the kitchen his wife Lisa-Lotta shouts: “Come and look, Joakim has shot another picture from his balcony!” Stefan goes in to her room and says: “Holy maccaroni! The boats travel too close to the beach! You can even see the face of the captain on the picture.” “Haha, you are wrong” Eva-Lotta says -“It’s called a lens with zoom”.
AGE: 67 OCCUPATION: Investor, close to retirement STATUS: Married LOCATION: Tågaborg, Helsingborg
In general Stefan is wondering why there is no creative education in HBG, so his daughter could stay in town. He don’t understand the technology as well as his family does. But he has a passion to contribute to the city in order for it to be a place that poeple want to stay in.
IT & internet
VALUES + The kids’ education and spare time. + Leave work with some sort of social status. + Expressing his opinions in social settings. + He will stay in Helsingborg and want to keep the city alive. FRUSTRATIONS + His daughter who is moving away to realize her creative education. + Tired of people googling subjects he already knows the answer to. + The neighbour’s fucking tree that blocks the seaview. BRANDS: Apple Aston Martin Tylor sewed suits Burberry Sillen och Makrillen
BIOGRAPHY “Cheers to that!” *klirr* Angelica and her best friend have just decided to start their own business in two years when they both finish their exams. During this two years span they have the opportunity to develop their business plan accordingly to their skills and competences. Anglicas plan is to get as much out of the coming education as possible. Her thoughts are also directed towards the future. Where does she want to live? Where are the best opportunities to do a test-start-up? She loves Stockholm, but she has been flirting with the idea to move to a place with closer connection to Europe. When she is not busy finding answers to the big questions of life and studying, she likes to go to events and lectures about technology, strategy and team building, as well as expanding her social network of people.
AGE: 33 OCCUPATION: Student at Hyper Island STATUS: Single LOCATION: Stockholm
IT & internet
VALUES + Find a place and resources to start her own business. + Create a network. + Have access to different places where she can meet-up with and chat with her friends. FRUSTRATIONS + It’s hard to find a place where she can test her start-up idea. + Want’s to be closer to Europe. + Hard to find a place to live in central Stockholm. BRANDS: Weekday Monki Apple Google Urban Outfitters
WHY IT SHOULD EXIST
â€œSo how do we start building cities that make us care? Cities that value their most important asset: the incredible diversity of the people who live in them? Cities that make us happy? Well, I believe that if we want to change what our cities look like, then we really have to change the decision-making processes that have given us the results that we have right now. We need a participation revolution, and we need it fast.â€? - Alessandra Orofino, Political mobilization activist
DEFENITION OF YOUR ROLE Perceive the municipality and the citizens as one organism. To put this into visualisation, imagine that the citizens are a group of experts called in to research the needs of Helsingborg and develop ideas to make it the best city to live in. The role of the municipality is to function as facilitators in this process. Remember to build trust by taking all reactions and suggestions seriously. Something that seems to be unfitted in the spirit of positive change, might just be a voice that needs to be carefully and humbly listened upon.
Helsingborgâ€™s municipality is in the business of facilitation and realisation.
WHAT IT DOES
LIST OF FUNCTIONS
The platform is essentially a means for people with an interest in Helsingborg to effect and make suggestions to the development of the city. Explained simply, it is a mix of a traditional e-petition site, liquid democracy and reddit.com. Anyone can post an idea, or petition. Politicians publish their petitions that are up for debate. The petitions are then made available for up- and down voting. Moderators support the publishers and maintain the content on the site, and all petitions are open for commenting. The content is sorted in subjects and areas, and can easily be viewed by ranking, subject or map. To ensure the seriousity of contributions, users are required to create an account where they can choose to, or not to, display their personal information. If they wish to be anonymous they will instead be relatable by an alias and demographic information such as age and domicile. Since politicians also publish their petitions, civilians get a unique opportunity to show their support or opposition to specific questions and matters. In the event that someone is not interested or feel that they lack the knowledge to make sufficient choices they can submit their vote to someone else of their choosing, either in all matters or selected ones. This person will then get an extra vote in the petitions they engage in.
• • • • • •
Vote yes or no (up and down) See top-list, maps, and subjects See demographic information of voters Shareable Matchmaking with stakeholders Delegate your own vote to someone that you trust with a specific opinion (Liquid democracy)
Put in suggestions • Build on ideas • Facilitate debates •
My profile • • • • • •
Follow your petitions Choose subjects of your personal interest See comments from others Follow petitions you are involved in Choose how much information you want to display about yourself
• Use the platform in any language • Submit petitionsin any language and get help translating it, • Get simple and transparent communication with a responsible administrator or excecutive at the municipality
WHY IT IS UNIQUE Even though Sweden has one of the highest election participation rates in the world, there are major differences in participation between different groups. Foreign-born Swedish citizens and people who are foreign nationals vote in significantly lower extent than Swedish-born Swedish citizens. The degree of social integration (such as language, education, work, family, associations) also strongly influence electoral participation levels in different areas. By making voting and participation easier to access, and breaking it down in smaller matters, we may engage and spark interest in groups that today stand outside the political arena. One of the key-factors to success in services like these is how the engagement of the community is responded to, and the acknowledgement of their opinions. By having someone employed full-time to the sole purpose of handling and referring petitions, and having this employee personally respond to those that submit petitions with a message that includes a thank you, we show them that we value their engagement. After the petition is delivered to an appropriate co-worker within the municipality who works within the area of interest, it is vital that this person is available for direct contact with the petitioner. This will demonstrate transparency while ensuring that the petition and the person behind it is taken seriously and is highly valued.
In the early stage of the serviceâ€™s life we would recommend that all submissions be looked at and evaluated, and as many as possible implemented. This shows devotion and make people understand that they actually have an opportunity to really affect their community. As the service grows with petitions and people, a model might be needed to select petitions to implement. A suggestion would be to base the selection on popularity and engagement by the community, and perhaps setting an engagement limit that petitions must achieve to be considered for implementation. The uniqueness of this service, why it will succeed better than similar services as MalmĂś Initiativet, is consequently the level of engagement and transparency showed by the municipality and the level of seriosity the petitions are dealt with. It is also new and unique in the sense that people can vote on political matters before and during they are being debated. Liquid democracy adds extra value to this since it is a new way of thinking about and practicing democracy.
THE FLOW Tack!
A thank-you message is sent personally from the responsible administrator within 3 days from when the petitionis published.
Public offical within the municipality works with petitions within their area.
Individuals with an interest for the platform acts as moderators and support the ones that needs help with the process.
Two administratorworks full time with direcitng petitions to an executive.
Direct communication between the executive within the municipality and the individual that has brought in the petition, with the possibility to follow their issue.
MEASURE OUTCOMES AND CREATE A PARTICIPATION CULTURE A core aspect of whether you will be successful or not, is the number of active participants. It could be done with only widespread awareness. But with findings from our research, we suggest that it needs to be a change in the culture among the citizens. Actions comes first, thoughts and feelings comes second. Create a loop of successful outcomes to make people rethink the ways they engage in Helsningborg today and begin to trust the new system. One way of doing that is to set up key success factors and constantly measure if they are reached or still aligned with the core values.
What should be changed?
How did it go?
Why did it go this way?
THE CULTURE LOOP The municipality enlighten the citizens about the new platform, what kind of actions it has given and facilitate them through the process. New culture
The municipality or other stakeholders facilitate and fund the petitions for realisation. Initiative takers get recognition.
The municipality, politicians and citizens create the content and engage in it by voting and commenting.
An effective system within the municipality for administration and quick response back towards initiative takers.
VALUES Values to both segments
• I can engage and affect in factual questions that are relevant for me right now • I can realise ideas and improvements with minimal friction • I feel that the municipality and my fellow citizens sees me as a competent asset • I have the freedom to participate anywhere at anytime
Values to the municipality
• We do good for ourselves, our citizens and the world • We collect, secure and share resources and data from all groups in the society • We become a brand that attracts people to live in Helsingborg • We receive global attention
• We have a continuous and creative dialogue about how it is to be living in Helsingborg. • We have a friction free cooperation of what needs to be done in order to make it the best place to live on earth.
YOUR BRAND CHARACTERISTICS We strive to that all ambitious and creative people in Helsingborg should feel that they can realise themselves and their dreams right here. This is the best place in the world to live and work in.
â€œThrough our actions, we will inspire our environment to dream more, learn more, do more and become moreâ€? - Freely translated after John Quincy Adams YOUR BRAND PROPOSITION You (the citizens) are the experts to examine, to learn and to imagine the needs of Helsingborg. We (the municipality) function as facilitators in this process. Together we develop ideas to make this the best city to live in.
USER PRECEPTION I take pride in living in a city that takes my needs and opinions seriously.
LAUNCH STRATEGY Test the product before launch
1. Test it within the municipality. Create fictive content as citizens and as the municipality or politicians, both for small and comprehensive suggestions within various subjects. Evaluate measurable goals such as; How easy was the platform to use? Did you receive status updates from responsible administrators? How long time did it take for the idea to become realised, in a fictive matter? Was it to your general satisfaction? 2. Use a test panel of citizens. Go through the same process as you did within the municipality. Evaluate measurable goals; Was it easy to understand the petitions? Was the platform easy to use? When and why would you use it? What gave you most satisfaction? What did you not like?
Think interaction before you think awareness. How could your maketing strategy start a global discussion, how could it be a fun train ride for a citizen of Malmรถ and how can you make a Helsingborgare start to use it on the spot? We remember what gave us a feeling, what sparked a thought or gave us an idea. Not something that passed us by in the stream of constant and overwelming information. Make sure people know about the platform, use more than one channel to get it out to the public.Your competition for attention is everywhere.
EXAMPLES Real time participation
Make it possible Helsingborgare to change something in the city in real time. Contribute with design to projection map on the Rådhuset building, engage in a 24 hour hackathon with an outcome that become realised direct after or put up screens in public spaces that displayes the platform. How small or big this kind of first initiatives are, it gives the citizens the first proof that the municipality actually trust them in their ideas and decisions. Remember that the activity should always lead back to the citizens using the platform.
Ambassadors, a marketing example for Region Skåne Use people with large networks that has a personal connection with Helsingborg or Skåne, to spread the word and spark a conversation. It could be bloggers, artists, local celebreties , professional athletes etc. The best way to increase the possibility that these people will show interest in the platform, is to first show interest in them. Follow these people and engage in their work. Suggest that they become initiative takers in an idea about Helsingborg. It should be something that reflects their genuine personal thoughts and what their followers appreciate.
Real time participation - Global scale
Create a similar real time participation campaign as you have done in the city of Helsingborg. This time make it receive global attention, for example via the news site Buzzfeed or your own networks. Your wish is to receive a diverse input in order to solve a problem. “We have this issue, what kind of ideas does Helsingborgarna have on this, or what have you done in your city to solve it?”. Include the local citizens in this as well, sense you have this awesome diversity right here in Helsingborg.
GUIDE When creating this platform there a few things you can look at to take There are ready softwares to use, and some are open source. Liquidinspiration and knowledge. Feedback is used in Germany today, and representatives are currently involved in meetings with the EU and the Colombian government to Start with having a look at similar existing platforms such as malmöin- see how they can apply it. iativet and the UK government petition site. They have very different designs and functions, and handle petitions of various sizes. http://liquidfeedback.org/ https://petition.parliament.uk/ http://initiativet.malmo.se/epetition_core/
I you haven’t yet visited reddit.com, it is now time to do so. Their system of subreddits (subgroups, subjects) and moderators makes the huge amount of content manageable. To get a better understanding of crucial factors of success and what Their voting system is also similar to the one we see Helsingborg to look out for, check out this rapport and evaluation of malmöinitia- using, remember the downvote is as important as the upvote. tivet. It is long but well worth the read. What reddit also contributes is a personal profile that manages what content you are interested in, and it is also something we believe would Representativ demokrati 2.0 - En utvärdering av Malmöinitiativet och be good to have as a base when developing your own. Malmöpanelen http://du.diva-portal.org/smash/get/diva2:523198/ FULLTEXT01.pdf https://www.reddit.com/ What these platforms don’t have that yours will is liquid democracy. This is a major factor in the way that we percieve the future Helsingborg. It brings in the true politics and includes the people that do not have knowledge or interest to write petitions themselves, or engage in political matters. To quickly get to know the system, check out this youtube introduction: https://www.youtube.com/watch?v=fg0_Vhldz-8
And finally, have a look on the mock-ups we provided. The design is not the important part, its the functions and the simple structure. The list of functions are those we see would be the most important ones to have. Start with them, and build on them as we move into the future.
LIST OF REFERENCES
Liquid Democracy In Simple Terms Jakob Jochmann, 18 nov. 2012 https://www.youtube.com/watch?v=fg0_Vhldz-8
Statsvetaren om det höga valdeltagandet Henrik Ekengren Oscarsson, valanalytiker SVT 9 september 2014 http://www.svt.se/nyheter/val2014/statsvetaren-om-det-hoga-valdeltagandet
LiquidFeedback - The Democracy Software Open-source software, powering internet platforms for proposition development and The hipster is dead, and you might not like who comes next decision making David Infante, June 09 2015 http://liquidfeedback.org/ http://mashable.com/2015/06/09/post-hipster-yuccie/#hIU3hOzSnOku Malmöinitiativet http://initiativet.malmo.se/epetition_core/ Petitions UK Government and Parliament https://petition.parliament.uk/ Reddit https://www.reddit.com/ Mass marketing Last modified April 10 2015 https://en.wikipedia.org/wiki/Mass_marketing Representativ demokrati 2.0 - En utvärdering av Malmöinitiativet och Malmöpanelen Docent Joachim Åström, Lektor i statskunskap Örebro universitet http://du.diva-portal.org/smash/get/diva2:523198/FULLTEXT01.pdf
Valdeltagande Statistiska Centralbyrån Senast ändrat 2015-09-09 http://www.migrationsinfo.se/demokrati/valdeltagande Valdeltagande i kommunfullmäktigval 1976–2014 bland utländska medborgare efter kön Statistiska Centralbyrån, 2014 http://www.scb.se/sv_/Hitta-statistik/Statistik-efter-amne/Demokrati/Allmanna-val/Allmanna-val-valdeltagandeundersokningen/12304/12311/Historisk-statistik/311619/