COMUNICAR CIENCIA CON EXITO: EL CASO DE LA ESA Y LA MISION ROSETTA XVII SIPMA Cordoba, 8 Octubre 2015 Fernando Doblas, Head ESA Communication Department
ROSETTA JOURNEY Document title Author Name Place Data doc Programme Pag. 2
ROSETTA MISSION
Rosetta Primary Science Goals How does a comet work: Examine the evolution of activity The origin of comets: Take a complete inventory of the comet s composition; Detail the comet s physical properties Understand the role of comets on the evolution of the planets (Earth) Comets and the evolution of life on Earth Create portraits of on or two asteroids
What are the drivers of the evolution?
Rosetta the Spacecraft
The combination of the Rosetta Stone and the Philae obelisk were key in deciphering the hieroglyphs and unlocking the secrets of the civilization of ancient Egypt. Rosetta- the name is programme The Rosetta Stone Philae temple of Isis
ROSETTA COMMUNICATION STRATEGY Rosetta Communication Plan: The purpose of the Rosetta communication campaign is to raise awareness, understanding and support by providing information and opportunities to engage. Real-time Transparency Repetition Sharing Engagement Human Side CHANNELS: SOCIAL MEDIA VIDEOS COMPETITIONS MEDIA ESA TV Expectations
The ingredients Document title Author Name Place Data doc Programme Pag. 9
18 MONTHS GLOBAL COVERAGE WAKE UP RENDEZVOUZ LANDING Social Media competition Rosetta, Wake Up! Are we there yet? Landing site naming competition Cartoon English, French, Italian, German, Spanish @esa_rosetta Hello, World @philae2014 18 MONTHS Event 20 January live ESA TV TO GLOBAL COVERAGE English, French, Italian, German, Spanish Hello, Comet 6 August live ESA TV Ramp up Video teaser Video teaser, First image of 67P, Rosetta blog English, French, Italian, German, Spanish Touchdown. My new address 67P 10-14 November live ESA TV Ambition, Landing site selection, Rosetta blog
KEY EVENTS 1 Historic moments in communicating Space Science and Operations to the public. Three Rosetta media events: - Wake-up (20 January) - Arrival (6 August) - Landing (12 November) 2 1 3 3 2 Historic Rosetta moments in communicating Space Science and Operations to the public. Three Rosetta media events: - Wake-up (20 January) - Arrival (6 August) - Landing (12 November)
A happy coincidence Rosetta & Philae names were selected for historical/symbolic reasons (not for Public engagement ones) Happily, they could be assimilated as names of persons in our communication The Rosetta/Philae success with the General Public would have been more complicated if, for instance: Rosetta was named Eurocomet Philae Eurolander Document title Author Name Place Data doc Programme Pag. 12
SOCIAL MEDIA PERSONALITIES
(REAL) PERSONALITIES
COMPETITIONS TO ENGAGE THE PUBLIC
COMPETITIONS TO ENGAGE THE PUBLIC Document title Author Name Place Data doc Programme Pag. 16
COMPETITIONS TO ENGAGE THE PUBLIC Document title Author Name Place Data doc Programme Pag. 17
MANAGING EXPECTATIONS
PROVIDING CONTINUOUSLY HIGH QUALITY VIDEOS AND IMAGES
LANDING EVENT COVERAGE The successful landing was extensively covered by all evening TV news shows and followed with events in most Member States.
AMBITIOUS MEDIA CAMPAIGN MEDIA CENTRE at ESOC 30 TV CHANNELS 435 JOURNALISTS 1500 INTERVIEWS handled out of ESOC 48 hours TV PROGRAMME linking the three main control centres at ESA, CNES and DLR IMAGES, VIDEOS instantaneously broadly available AMBITIOUS MEDIA CAMPAIGN
The results
IMPACT OF THE ROSETTA CAMPAIGN (1/2) The Rosetta communication campaign is ESA s biggest communication success so far. Hundreds of millions around the world watched the landing on TV > 10 million people watched the ESA live stream directly 13.584 online articles were published 907.550.000 views and Nr.1 global trending topic on Twitter Among most searched topics on Google Front cover of leading newspapers and in major evening TV news shows Most viewed special in the whole history of Discovery channel Rosetta gained the recognition of important global and international players: Several European Heads of State sent online congratulations Nr. 1 brands in communication featured Rosetta and partnered with ESA, i.e. Twitter Inc., Google, cnn, BBC Nr. 1 brands sent online congratulations, i.e. KLM, INTEL, UK Royal Mail
IMPACT OF THE ROSETTA CAMPAIGN (2/2) Very positive communication about Rosetta in (social) media: ESA has been applauded for taking the risk and Rosetta has been seen as ambitious but not as a waste of resources ESA was congratulated upon the communication campaign itself; the campaign is seen as an example for cutting edge, modern communications Les Echos : The costs for two European projects are the same: The new building of the Central European Bank in Frankfurt and ESA s Rosetta mission. The difference being that Rosetta has won a lot IMPACT of public sympathy. OF The Rosetta brand is very well known in Europe (more than THE ROSETTA 70% of Europeans have heard or read about Rosetta) and has significantly improved the awareness of ESA in the different CAMPAIGN member States.
ROSETTA GLOBAL IMPACT PRINT AND ONLINE
Rosetta landing: top news in the media
GLOBAL IMPACT TV GLOBAL IMPACT TV AND ESA TV
GLOBAL IMPACT SOCIAL MEDIA GLOBAL IMPACT SOCIAL
GLOBAL IMPACT SOCIAL MEDIA #cometlanding: 4382 million timelines = 907 million people on twitter GLOBAL IMPACT SOCIAL
ROSETTA: GLOBAL TRENDING TOPIC ON TWITTER & DOODLE OF GOOGLE 21st CENTURY
TOP REVIEWS OF 2014 Rosetta topped the lists of most Media around the world as one of 2014 s most important events. This is a first in the history of ESA The New York Times Time Libération Paris Match Evening Standard El Periodico de Catalunya Corriere della Sera ROSETTA IN ABC Le Journal du THE Dimanche TOP AFP Les Echos The Daily Telegraph Le Parisien REVIEWS OF Le Monde The Sunday Times Financial Times The Times La Repubblica BBC News El Mundo El Pais The Guardian Die Welt The Independent The Observer Frankfukter Allgemeine Nature Scientific American New Scientist NBC News Most European TVs Google Facebook
CONCLUSION Reeasons for the success A great mission An overarching theme, of interest to all: Origin of life Humanisation of machines (public engagement) Humanisation of operators/engineers (Emotions) Simplification of messages Continuity of events Great images and videos, provided continuously THE FUTURE Social Media put at work Ambitious Media campaign Full transparency Rosetta is not over yet Exciting science still to come
GRACIAS Fernando Doblas Head of the ESA communications department Fernando.Doblas@esa.int @fernandodoblas