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#4 Grassroots Change Movements: Ten Frontiers for the Future of Engagement

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This is the fourth report from our upcoming People's Insights Annual Report titled “Now & Next: Future of Engagement”, also available as a Kindle eBook and soon as an interactive iPad app. The ...

This is the fourth report from our upcoming People's Insights Annual Report titled “Now & Next: Future of Engagement”, also available as a Kindle eBook and soon as an interactive iPad app. The report will highlight the ten most important frontiers that will define the future of engagement for marketers, entrepreneurs and changemakers: Crowdfunding, Behavior Change Games, Collaborative Social Innovation, Grassroots Change Movements, Co-creation Communities, Social Curation, Transmedia Storytelling, Collective Intelligence, Social Live Experiences and Collaborative Consumption.

In each of these reports, we start by describing why they are important, how they work, and how brands might benefit from them; we then examine web platforms and brand programs that point to the future (that is already here); then finish by identifying some of the most important features of that future, with our recommendations on how to benefit from them.

Do subscribe to our email newsletter to receive an invite to download a free copy of the interactive iPad app.

Find out more: http://peopleslab.mslgroup.com/peoplesinsights/future-of-engagement/
Get the Kindle eBook: http://www.amazon.com/dp/B00D8ZZMDY

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#4 Grassroots Change Movements: Ten Frontiers for the Future of Engagement #4 Grassroots Change Movements: Ten Frontiers for the Future of Engagement Document Transcript

  • 4. GRASSROOTSPeoples Insights Annual ReportNow & Next:Future of EngagementCHANGE MOVEMENTS
  • We are delighted to share that we will bepublishing the People’s Insights AnnualReport titled “Now & Next: Future ofEngagement” in January 2013 as an interactiveiPad app. The report will highlight the tenmost important frontiers that will definethe future of engagement for marketers,entrepreneurs and changemakers:Crowdfunding, Transmedia Storytelling,Social Curation, Behavior Change Games,Grassroots Change Movements, CollaborativeSocial Innovation, Crowdsourced ProductInnovation, Collective Intelligence, SocialRecommendation and Hybrid RealityExperiences.Throughout 2012, 100+ planners onMSLGROUP’s Insights Network have beentracking inspiring web platforms and brandprograms at the intersection of social data,citizenship, crowdsourcing and storytelling.Every week, we pick up one project andcurate the conversations around it — on theMSLGROUP Insights Network itself but alsoon the broader social web — into a weeklyinsights report. Every quarter, we compilethese insights, along with original researchand insights from the MSLGROUP globalnetwork, into the People’s Insights QuarterlyMagazine. Now, we have synthesized theinsights from our year-long endeavor in futurescanning as foresights into the future ofengagement.We believe, like William Gibson that, “thefuture is already here; it’s just not very evenlydistributed.” So, innovative web platformsin the areas of social data, citizenship,crowdsourcing and storytelling point towardsinteresting possibilities for brand programsthat leverage similar models to engagepeople. In turn, the web platforms and brandprograms of today give us clues to the futureof engagement tomorrow.In our reports on the ten frontiers that willdefine the future of engagement, we start bydescribing why they are important, how theywork, and how brands might benefit fromthem; we then examine web platforms andbrand programs that point to the future(that is already here); then finish by identifyingsome of the most important features of thatfuture, with our recommendations on how tobenefit from them.For the next ten weeks, we will publishthese reports one by one, then present themtogether, in context, as an interactive iPad app.Do subscribe to our email newsletter to receiveeach report and also an invite to download afree copy of the interactive iPad app.People’s Insights Annual Report
  • 3What are Grassroots ChangeMovements?Source: untitlism on FlickrBrands and peopleact together around ashared purpose to createmeaningful change.Grassroots change movements involve a largenumbers of people acting as change agents,in their own lives or in their communities, ina way that their actions can be aggregatedor coordinated, leading to significant impactand meaningful change. Grassroots changemovements might be catalyzed and managedby organizations, including corporations, or theymight be sparked by an event and spontaneouslyspread through the initiative of volunteers. Manygrassroots change movements are political andfocus on issues like human rights, freedom ofexpression and economic equality. Now, manyorganizations are applying a similar approachto catalyze behavior change and create sharedvalue in the areas of environment, energy andsustainability; health, wellness and nutrition;education, learning and capability building; andhappiness, kindness and human potential.Grassroots change movements have movedinto the mainstream due to four importantdynamics. First, people have new types of power:to access information, connect with each other,express their opinions, and change the courseof public debate. Second, people don’t trustorganizations; in fact, trust in all organizationsis at an all-time low across the world, andpeople believe that they themselves can drivereal change, not governments or corporations.Third, people are searching for meaningfulconnections with communities around a sharedpurpose; they expect organizations to enablesuch connections, and are willing to rewardorganizations who do. Finally, the scale of socialnetworks (Facebook has one billion membersglobally), the ease of one-click sharing viaFacebook Likes and Twitter Retweets, and thevirality of popularity-driven activity streams havemade it easy for people, especially Gen Y, toparticipate in and help spread such movements.Unilever CEO Paul Polman succinctly summedup the power of social movements and theirimportance for corporations:“If [social media activists] can bring down theEgyptian regime in a few weeks, they can bringus down in nanoseconds.”We have seen a number of grassrootschange movements, in which social media hasplayed an important role. Arab Spring,Occupy Wall Street (video), India AgainstCorruption, Spain’s 15-M (video) and Mexico’sYo Soy 132 (video) focused on economicequality and political regime change. Kony2012(video) and Free Pussy Riot (video) focused onhuman rights in Uganda and Russia. WWF’sEarth Hour (video) and 350 (video) focus onclimate change. It Gets Better (video) and AllOut (video) focus on LGBT issues. Bono’s ONE(video) and RED (video) fight poverty and AIDSin Africa. Movember (video) rallies peoplearound men’s health, Adbusters’ Buy NothingDay (video) promotes anti-consumerism, FreeHugs Campaign (video) encourages humankindness and Startup Weekend supportsentrepreneurship.
  • We have also seen an ecosystem of dedicatedplatforms and products to support suchmovements. Change.org (video), Avaaz.org(video), Care2 (video) and Causes (video) areamongst the leading platforms for changemakersto start and support petitions, raise and donatefunds, recruit and volunteer, and create and sharecontent, each with several million members.Edward Norton’s Crowdrise (video) partners withcelebrities to raise funds for non-profits. eBayco-founder Jeff Skoll’sParticipant Media andTake Part use socially conscious movies like AnInconvenient Truth, Contagion and Food Inc topromote social actions. Agencies like Blue StateDigital, Purpose and GoodCorps exclusivelyfocus on creating social movements, whileorganizations like New Organizing Institutehelp build capabilities for grassroots organizers.Finally, changemakers use platforms like Meetup,UStream and Kickstarter (video) to organizeevents, livestream video or raise funds.Click to watch: 350Click to watch: Participant Media/ Take PartClick to watch: Movember – Fundraising TipsSome grassroots change movements haveachieved significant impact. The Arab Springmovement led to a series of regime changesacross the Middle East. The Occupy movementand Take the Square movements have spreadto over 100 cities in the United States and over1500 cities globally. 1.1 million people worldwideregistered for the Movember movement in 2012and raised $135 million for men’s health.The success of such grassroots changemovements shows that people have the desireand the tools to participate and act to drivechange around a shared purpose they arepassionate about.How Do Grassroots ChangeMovements Work?Grassroots change movements typically involvefour change drivers: a shared purpose to inspirepeople, an ongoing platform to organize people,a series of interconnected programs to energizepeople, and stories to spark participation andaction.Almost all grassroots change movements havea strong shared purpose. Often, the purpose isto oppose a harmful practice, prevent a negativeoutcome, or fight to protect something, butmovements focused on positive outcomes alsowork (Free Hugs Campaign (video)). Often,movements are initiated by an individual, asmall group, or an organization, and then carriedforward by volunteers and supporters.Many movement organizers provide ‘how-to’guides to show supporters how to get involved(Earth Hour (video), It Gets Better (video)). Thebest movements create a ladder of engagementfor supporters, to first get them involved withsimple actions like signing petitions, voting forcauses, or sharing content; then get them moreengaged by asking them to share personalstories, donate money, buy merchandise, orvolunteer time; and finally convert them intopartners by inspiring them to recruit supporters,raise funds, or organize local events. Somemovement platforms also use gamificationfeatures, like points and leaderboards, to movesupporters up the ladder of engagement.(Movember (video)).
  • 5Click to watch: All OutClick to watch: Earth Hour I Will If You WillClick to watch: Free Hugs CampaignEven writer Evgeny Morozov, who rails against“slacktivism” in his book Net Delusion recognizesthe value of this approach:“Create diverse, distinctive, and non-trivialtasks; your supporters can do more than justclick “send to all” button” all day. Facebookcould actually be a boon for those organizinga campaign; they just need to figure out a wayin which to capitalize on identity aspiration of“slacktivists” by giving them interesting andmeaningful tasks that could then be evaluated.”If a movement becomes successful, the originalleaders find ways to spread the movementacross the world, while maintaining its originalspirit (Adbusters/ Occupy). Many movementorganizers also create guides to help volunteersorganize local chapters or events(How to Occupy, Earth Hour, 350, StartupWeekend). Some organizers create interactivemaps, so that supporters can easily find localchapters (Earth Hour, 350, Take the Square).Movement platforms can be designed to haveongoing engagement, like an online communityor a physical space, or periodical engagement,like an annual event or an annual contest(Movember, Earth Hour). The most successfulmovements keep supporters engaged througha series of interconnected programs (350 2010summary, 350 2011 summary, Kony MOVE:DC,Kony Cover the Night) and a stream of stories,often shared by the community membersthemselves (We Are the 99%, It Gets Better).Sometimes, these programs result in offshootprojects that spread the movement to newconstituents or in new directions(Occupy Network). Often, other organizationsjoin in a movement and create their own offshootprojects, helping the movement grow(Amnesty International Free Pussy Riot Map).Many movement organizers proactively seekthe support of celebrities to gain more visibility.Invisible Children asked supporters to email ortweet to specific celebrities whose support couldspread their message. Earth Hour partneredwith celebrities to create the I Will If You Willcampaign.Grassroots Change Movementsfor BrandsBrands are realizing the power of grassrootschange movements and creating movementmarketing initiatives to benefit from them.Scott Goodson, author of the movementmarketing book Uprisingsummarizes howmovement marketing works:Finally, stories and content play a big role insparking a wave of sharing and participation,which help movements go viral and achieveresults. For instance, the Kony2012 video hasreceived 95 millions views on YouTube andattracted global attention to the Kony 2012campaign. The Free Hugs Campaign videohas received 74 million views. The originalIt Gets Better video has received more than 2million views and the response videos have morethan 50 million views collectively.
  • “You start by identifying a powerful idea onthe rise in culture. You then join, fuel and addreal tangible value to the idea through innovativemarketing and social media. People who sharethe passion for the idea join the cause. And rallyothers to get involved too. And so, a movement isborn, which smart brands can profit from.”Brands can engage in grassroots changemovements at many levels, starting withparticipating in existing movements, thencreating their own campaigns around purposeand participation, and finally catalyzing andcommitting to long-term movements.Many brands start by participating in or partneringwith movements that resonate with their values,and encouraging their employees to participate.For instance, Gap (video) and Google (video)encouraged their LGTB employees to createvideos to participate in the It Gets Bettermovement. Several brands have supported theEarth Hour and (RED) movements, and somehave played significant roles in promoting these.For instance, Starbucks with its annual {RED)programs (2008 video, 2009 video, 2010 video)has raised more than $10 million for the (RED)Global Fund.Click to watch: Starbucks REDSome brands create short-term campaignsaround purpose and participation, but stop shortof committing to them long enough to turn theminto movements (GE Celebrate What Works).Sometimes, these short-term campaigns are apart of long-term purpose-led programs(GE Ecomagination Tag Your Green (video).Brands that have committed to long-termmovement marketing initiatives can take threedistinct routes. They can rally people to support acause or raise funds for it; they can inspire peopleto change their own behavior in a way that addsup to meaningful change; and, they can createecosystems to support changemakers who arecreating change in their own communities.Some brands see movement marketing asan extension of cause marketing, and createcampaigns that rally support for a cause. Here,brands typically partner with a non-profit andmake a donation to it, often based on sales orcommunity participation, but also create contentthat inspires community members to pledgesupport, share their own stories and spread theword. For instance, Google Take Action (video)rallied people to pledge their support for a freeand open web. Aircel Save Our Tigers (video)catalyzed a public debate in India to protecttigers. Brand crowdfunding programs, like ChaseCommunity Giving (video), American ExpressMembers Project (video), and Starbucks Vote.Give.Grow, that ask community members tosupport non-profits by volunteering or donatingmoney can also be included in this category.Increasingly, brands are creating movementsmarketing campaigns that focus on inspiringpeople to change their own behavior, andaggregating these actions so that they add up tomeaningful change. For instance, P&G’s SecretMean Stinks (video) aims to end girl-to-girlbullying and inspire girls to gang up for good andbe nice to each other. Sometimes, these behaviorchanges movements can be fun and whimsical.For instance, Doritos in Argentina created amovement to bring slow dancing back (video).Some brands create an annual event to focustheir effort to bring about behavior change. Forinstance, American Express’ Small BusinessSaturday encourages Americans to shop atindependent stores, each year on the Saturdayfollowing Thanksgiving (2010 video, 2011 video,2012 video). Other brands create a series ofinterconnected behavior change campaignsaround their shared purpose, or Social Heartbeat.For instance, over the years, Starbucks hascreated a series of movement marketingcampaigns in the US, which link back to its sharedpurpose of being the “third place” and nurturingcommunity values (vote in the 2008 elections,pledge 5 hours of volunteer time, changelocal communities, bring your own tumblr,help create jobs). Tata Tea Jaago Re in Indiahas created campaigns to inspired people toregister to vote, volunteer for causes and spreadpositivity. MSLGROUP has helped Alpenliebeinspire millions of young people in China toshare, appreciate and engage in everyday actsof kindness, through a movement marketingcampaign that is now entering its third year.Some of these behavior change movementscan also be seen as behavior change games. For
  • 7Source: sinuousmag.cominstance, Nike has created a series of campaigns,increasingly around Nike Plus and Nike Fuel(video), which use gamification features likechallenges and levels to inspire people tobecome more active (Nike Global Game onWorld, Nike Hong Kong Make It Count, NikeMexico Bid Your Sweat, Nike Global Missions).Finally, some brands are creating long-termplatforms, with the intention of creating anecosystem to connect changemakers and buildcapabilities. These platforms provide the toolsand the enabling ecosystem for people to act aschange agents in their own communities. Often,these platforms ask community members tocreate their own grassroots change projects andactivate their networks to get funding and scaletheir projects. For instance, both Mahindra Sparkthe Rise (video) and Pepsi Refresh Project (video)created platforms to support changemakers thatcreated significant impact. We have covered boththese initiatives in our Future of Engagementreports on crowdfunding and collaborative socialinnovation.In summary, brands can create a campaignaround purpose and participation, but it becomesa movement only if people make it their own. Formovement marketing to work, the brand needsto think of itself as a custodian of the movement,not its owner; it needs to nurture the movementover multiple years, but also create the spacefor it to become bigger than the brand itself. If abrand tries to control the movement, and keepit on message, the movement is likely to bestillborn, or die a slow death.Grassroots Change MovementsCase StudiesThroughout the year, we have tracked theconversations around a number of grassrootschange movements and branded programs in ourweekly insights reports and quarterly magazines;here are a few highlights.In March 2012, non-profit Invisible Childrenreleased a 30 minute documentary that sparkeda grassroots change movement to makeindicted war criminal Joseph Kony famous andpressurize policy makers to call for his arrest.The documentary broke records by topping 100million views in just six days.Social Media strategist Calum Brannan shared hisviews on why the video went viral:“Viewers are shown ‘Share’ buttons in the firstfew seconds almost subliminally, now I’m not apsychologist, but one could hazard a guess thishelps plant that seed. This video is emotive, itsa roller-coaster of happy to sad to shock. Filmmaker Russell invites the viewer to participate inan experiment, and the use of the word ‘We’ and‘Us’ instantly builds a sense of community and isvery personal. The end of the video provides clearinstructions on how you can help, leading withfinancial ones first, then powerfully suggeststhat the least you can do is ‘Share’ the video.”People were directed to the Kony 2012 websiteand given specific calls to action to spread theword, sign a pledge, buy Kony 2012 actions kits,donate money and send messages to lawmakersand celebrities, including Bill Clinton, JustinGrassroots change movement: Kony2012Read the full case study on our blog or onSlideshare
  • Click to watch: KONY 2012: What’s NextBieber and Oprah, asking them to tweet on#StopKony and retweet other #StopKony tweets.Many celebrities responded to these messages,including Oprah who tweeted:“Thanks tweeps for sending me info aboutending #LRAviolence. I am aware. Havesupported with $’s and voice and will not stop.#KONY2012.”The Kony2012 campaign inspired many tothink deeply and share their opinions, therebyflooding their social network streams with KONY2012 content and building momentum of themovement. Science and technology writer PeterMurray wrote:“Not only is the video being viewed like crazy,but people are posting their own clips andcommentary. In this new age of interactive media,viewers are investing their own time to recordand upload their own thoughts. As I write, 278video clips have been uploaded to the KONY 2012YouTube video campaign. As of the 200th video,their average length was six minutes.”Ashraf Engineer, member of the MSLGROUPInsights Network commented:“For me, the root of the campaign’s success layin its calls-to-action. People want to be involved,to feel that they are making a difference. It wasby giving viewers a sense of participation that thecampaign went viral. This is an important lessonfor marketers too. Involvement spells success.”Inivisible Children, organizer of the Kony 2012movement, continues to engage its network ofsupporters with follow up programs and specificcalls to action to attend conferences and rallies,share photos on Instagram with #move:dc,message politicians who have not yet confirmedtheir support and buy merchandise on their webplatform.Grassroots change movement: Free PussyRiotRead the full case study on our blog or onSlideshareSupporters wearing the balaclava, the symbol ofthe movement, at the Russian Consulate in NewYork City, via FreePussyRiot.orgIn March 2012, supporters of Russian feministpunk-rock band and anti-Putin activist groupPussy Riot initiated the Free Pussy Riotmovement to protest the detention of threeband members and to attract internationalintervention. The remaining band memberscreated FreePussyRiot.org as the centralplatform of the movement, where they sharednews updates and progress, including live tweetsfrom the court house, in multiple languages;and directed people to fundraising campaigns(FundRazr), online petitions (Avaaz.org,Change.org, Causes.com) and events such as theGlobal Day of Solidarity which took place in74 cities across the world.The organizers also recruited support fromorganizations such as Amnesty Internationaland The Voice Project, and musicians and artists,each of whom created programs at the grassrootslevel. For instance, The Voice Project encouragedpeople to buy merchandise on CafePress,musicians and poets organized fundraisingevents such as readings and benefit concerts,rapper Peaches created a music video, PaulMcCartney tweeted his support to his 1 millionfollowers, Madonna wore a balaclava (the symbolof the movement) and addressed the issue at herconcert in Moscow, and Amnesty Internationalurged people to write to Russian officials andshare photos of themselves wearing balaclavas.Tom Watson, a journalist at Forbes, pointed outthat the movement went viral because it involvedniche communities who shared the samepassions:
  • 9Click to watch: Free Pussy Riot – The Guardian’s videomontageSource: itgetsbetter.org“Like the Occupy movement, it involveda small group that magnified its attentionthrough other nodes: Amnesty International,feminist bloggers, the foreign policy press, and avast mob of supporters on Twitter and Facebook.”Suzanne Nossel, Executive director, AmnestyInternational USA, pointed out that the balaclavaand the image of the Pussy Riot activists has alsohelped the cause attract attention not only frommusicians and activists, but also the media:“Observers have chalked up Pussy Riot’sprominence to the group’s provocative name andthe band members’ adroit use of historical imageswith a ’90s era Riot Grrl style.”Content too played a large role in attractingattention and keeping people motivated. Forinstance, A few hours after the three womenwere sentenced to three years imprisonment,the remaining group members released a newsingle, Putin Lights a Fire. This song was pickedup by The Guardian who used it to create a videomontage with multimedia from the trial andfan protests. This in turn was published in sitesincluding the Huffington Post, thereby reaching alarger audience.Blogger Courtney Fowler noted:“So what does Pussy Riot teach us? It indeedhas shown us what is possible in aninterconnected world. It shows us howsuccessfully a protest movement can employ theinternet to spread their message globally.”Grassroots change movement:It Gets Better ProjectRead the full case study on our blog or onSlideshareIn response to a rise of gay youth bullying andsuicides in the U.S., Dan Savage and Terry Millercreated the It Gets Better Project, a purpose-inspired movement that solicits personal storiesfrom LGBT adults and allies to let LGBT teensknow that life gets better.Social media and YouTube gave the co-foundersthe opportunity to reach out to supporters andLGBT teens across the globe with their messagein real-time and without the need of seekingapprovals or spending money. In an interview withABC News, Dan Savage co-founder of the It GetsBetter Project said:“It occurred to me that we can talk to these kidsnow. We don’t have to wait for an invitation orpermission to reach out to them using socialmedia and YouTube.”They posted their video a week after acontroversial suicide, at a time when the LGBTcommunity and legislators were paying attentionto the cause. As Heidi Massey, a non-profit newmedia consultant said:“The timing was perfect. It was so relevant towhat was going on.”Since its launch in September 2010, more than50,000 stories and messages of support havebeen shared on YouTube from LGBT adults andallies including celebrities Barack Obama, andcompanies including Gap and Google. The videoshave collectively been viewed more than 50million times.Journalist Ivor Tossel pointed out why so manyadults connected to the concept of sharing theirstory:
  • “It’s a testament to the project’s universality.Put aside the question of homophobia for amoment. Who hasn’t, at some point, wanted todeliver a message-in-a-bottle to their youngerselves? Who hasn’t wanted the reassurance thatthe trial of adolescence will eventually end?”The movement also makes use of transmediastorytelling tactics to increase its impact. Twoone-hour specials on MTV have helped themovement reach more people, a book of essayswas launched and supporters encouraged todonate them to school libraries, and a musicaltour involves local audiences around the cause.The It Gets Better platform acts as the ‘actioncenter’ of the movement, keeping peopleup to date on the latest developments andvideos shared, and directing people to sharetheir story, pledge their support, donate to thecause, buy merchandise and connect on socialmedia.Branded program: Alpenliebe KindnessMovementRead the full case study on our blog or onSlideshareAlpenliebe, the flagship brand of Perfetti VanMelle, the third largest confectionery company inthe world, is positioned around the proposition of“sweetness in the mouth, kindness in the heart”in China.In 2011, Alpenliebe decided to convert kindnessinto a shared purpose, a social heartbeat andcatalyze a movement to inspire, organize andenergize millions of Chinese youth to share,appreciate and engage in everyday acts ofkindness.Alpenliebe created a series of kindness videos onTudou and a TV series with its celebrity kindnessambassador, crowdsourced kindness stories ona Renren minisite, partnered with key opinionClick to watch: It Gets BetterClick to watch: Case study: Alpenliebe Kindness Movementby MSLGROUPleaders, created conversations across the socialweb, organized kindness trips with non-profitpartners, compiled the most inspiring stories intoa kindness bible, and honored them on the worldkindness day.In response, an engaged community of 150,000+members shared 151,000+ kindness stories and3,270,000+ shares and comments across socialnetworks, and the success of the campaign led to330+ print articles and TV reports.In 2012, Alpenliebe continued to engage thecommunity with the 365 Days of Positive Powercampaign, in which it created an infographiceveryday to inspire the community to engage ina specific act of kindness. The community grewto more than 600,000 members and engagedin 3.1 million shares and comments across socialnetworks, making Alpenliebe the third mostinfluential brand on Sina Weibo.The Alpenliebe Kindness Movement is one of thebest examples of purpose-inspired movementmarketing from China because of how it inspiredbehavioral change in Chinese youth through asustained integrated marketing program acrosstwo years.As Henry Mason, head of research and analyticsat independent firm Trendwatchingcommented:“For brands, it’s never been easier to surpriseand delight audiences; whether sending gifts,responding to publicly-expressed moods or justshowing that they care. Via social networks,brands can now access consumers’ moods,intentions, desires or frustrations as they happen,and can therefore address them in a much morepersonalised and timely fashion."
  • 11Click to watch: Nike Find Your GreatnessSource: facebook.com/SmallBusinessSaturdayClick to watch: Nike Game On WorldSource: gameonworld.nike.comBranded program: Nike Find YourGreatnessRead the full case study on our blog or onSlideshareIn time for the London 2012 Olympics, Nikelaunched the purpose-inspired Find YourGreatness movement, sharing stories of everydayathletes from various locations around the world,challenging the notion that greatness is reservedfor elite athletes, and inspiring everyday peopleto become active. The campaign is an extensionof Nike tagline and co-founder Bill Bowerman’sphilosophy: “If you have a body, you are an athlete.”Nike featured a new story every day, covering 19different sports, including gymnastics, basketball,BMX and Wushu. The minimalist ads featurednormal people and delivered hard hittingmessages.People sent in their #FindGreatness storiesvia Twitter and images via Instagram, and Nikefeatured the best stories on its digital hub GameOn WorldA sub-campaign, #FuelCheck, promoted Nikeproducts more directly, while also engagingthe Nike+ online community. People wereencouraged to set and measure goals usingtheir Nike+ FuelBand, earn Nike Fuel pointsby working out, and share their achievementsthrough social networks Facebook, Twitter,YouTube and its own Nike+ Community.Already inspired to work out after watchingathletes on the Olympics, and the Find YourGreatness spots, people took up Nike’s challengeto earn NikeFuel and share photos of theirFuelBands and activity graphs on Facebook andTwitter.Nike catalyzed this movement with a goal tomake August 12 the ‘most active day in the historyof Nike+’. Nike+ products owners participatedand succeeded in setting a new record – 596million NikeFuel points.In the words of CMSWire blogger Deb Lavoy,Nike Find Your Greatness is an “example of howcorporate purpose can be both very, very profitable,while also creating value and prosperity for itscustomers.” By merging corporate purpose(inspiring athletes) and narrative (find yourgreatness), Nike was successful in excitingpeople about the brand and motivating people touse the products.Branded program: American ExpressSmall Business Saturday
  • In November 2010, American Express launchedSmall Business Saturday, a purpose-inspiredmovement to encourage Americans to supportlocal independently owned businesses and shopsmall on the Saturday following Thanksgiving.In its third year, American Express promotedthe movement with a nationwide radio and TVcampaign, and encouraged small businessto promote themselves with free advertisingcredits on Facebook and Twitter, free marketingmaterials (in association with partners likeFedEx), tips on getting customers and tips onsetting up Facebook pages, YouTube ads andFoursquare deals. 500,000 small businessowners leveraged these materials and toolsvia Facebook and the Small Business Saturdaywebsite, adding to the momentum of themovement.Click to watch: AmEx Small Business SaturdaySource: GOODCorpsAs PRWeek reporter Lindsay Stein wrote:“Business owners are ticking up their grassrootscommunications for American Express’ “SmallBusiness Saturday” initiative.”American Express mobilized supporters to dofour things: shop small, rally friends to do thesame, spread the word on social media andshare photos of themselves at small shops onInstagram with #SmallBusinessSaturday. Peoplecould find participating stores using a tool onthe Small Business Saturday website. AmericanExpress also incentivized participation forcardholders, rewarding them with a $25 credit forspending $25 at a participating merchant.The cause resonated with leaders and policymakers as well, who voiced their support for themovement across the nation. President Obamatweeted his support and participated by shoppingat a local bookstore on Small Business Saturday.$5.5 billion was spent at independent merchantson Small Business Saturday in 2012, 3.2 millionpeople have liked the movement on Facebookand 213,000 tweets mentioned the movementin the month of November 2012. As psychologyprofessor Ross Steinman pointed out, customers“are willing to pay extra and see the money go totheir communities.”Branded program: Google Take ActionIn November 2012, Google launched theTake Action platform to spread awareness aboutfreedom of the internet and recruit support fromglobal audiences to keep the web “free andopen.” The platform launched a few weeks beforea closed-door United Nations meeting, hostedby the International Telecommunications Union,in which 193 countries met to revise the twentyfour year old International TelecommunicationsRegulations treaty.The platform shares information about theperceived threat and directs web users to sign theFree and Open petition online. To increase thecredibility of its cause, Google directed peopleto similar web effort, Protect Internet Freedom,where “more than 1,000 organizations from morethan 160 countries have spoken up too,” showeda video mash up of people sharing their supportand plotted messages from supporters on aninteractive global map.Michael Ender, a contributor to Information Week,noted:“The site essentially establishes a timeline toexplain the company’s fears. One bullet pointfocuses on the past, reminding visitors that manygovernments are actively censoring web resultsand enacting laws that threaten online expression.Another looks to the near future, warning that"some of these governments are trying to use aclosed-door meeting in December to regulate theInternet.”Google’s chief internet evangelist Vincent Certspread the word through an email toweb publishers and influencers and guest articleson NYTimes and CNN, and urged people tospread the word and take action.
  • 13Click to watch: The JobRoast: Public Affairs, Dragon’s Den styleMany web writers, including David Gewirtz atZDNet, echoed the message:“This is a time for action. Visit Google’s TakeAction site and take action. Pick up the phone,Tweet, post, Facebook, yell, protest, email yourCongresscritter, donate, and otherwise make afuss. Remember, We The Internet can make oneheck of a fuss when we’re angry.”Earlier in the year, Google played a key role inenergizing netizens to voice their opposition toU.S. anti-piracy and copyright bills SOPA andPIPA. To date, 3.1 million people have signed theFree and Open petition.The Future of Grassroots ChangeMovementsIn the near future, we expect grassroots changemovements to become the norm for civicparticipation as Gen Ys and Gen Zs learn morepowerful ways to connect online and offline tosupport causes they believe in. As smartphonesbecome ubiquitous, and location awarenessbecomes an integral part of how we connect witheach other on social networks, we expect theboundaries between online and offline action toblur. With people exercising their power in a moreorganized fashion, all types of organizations,including governments, public institutionsand corporations, will need to understand howmovements and create crisis response plans inanticipation of public uprisings.With non-profit organizations and activistsadopting grassroots change movements as theprimary mode to rally support for their causes, weexpect that people will begin to feel movementfatigue, especially for movements that involvefighting against something. Instead, we expectpeople to channel their energies towardsmovements that aim to create positive change inthe areas of environment, health, education andhuman potential and participate in collaborativesocial innovation initiatives to co-createsustainable solutions for complex problems.Specifically, we expect that people will grow tiredof the many movements that ask them to engagein simple tasks like signing a petition, voting forcauses, or sharing content. Instead, they willparticipate in a smaller number of movementsand engage in more meaningful acts likedonating money, volunteering time, or organizinglocal events. In a related trend, we expectgrassroots change movements to look morelike behavior change games, with platforms thatenable people to set personal goals, undertakequests, track their progress and receive support.We also expect that transmedia storytelling willplay an increasingly important role in cuttingthrough the cacophony of a million movements,building an emotion connection with people, andinspiring them to participate and act.We expect that movement marketing willbecome the norm for brands, and most brandswill experiment with it to engage Gen Ys and GenZs. In response, we will see a rise in cynicismfor such programs, with people accusing brandsof “movement-washing”. To create successfulmovements, brands will not only need tocreate campaigns to catalyze the movement,but also commit to the movement for thelong term. Brands will be expected to showtheir commitment to the movement by goingbeyond engaging celebrity endorsers and askingcommunity members to share their stories, andcreating long term platforms to enable behaviorchange, support changemakers, or co-createsolutions. Brands will also need to take actionthemselves to show that they have skin in thegame and create compelling content to inspirecommunity members to take action.In essence, brands will have to learn thefour skills writers Jennifer Aaker and Andy Smithoutline in their book The Dragonfly Effect:“1) focus: identify a single concrete andmeasurable goal; 2) grab attention: cut throughthe noise of social media with somethingauthentic and memorable; 3) engage: create apersonal connection, accessing higher emotions,compassion, empathy, and happiness; and 4)take action: enable and empower others to takeaction.”Finally, corporations will need to learnhow to participate in, and even catalyze,multistakeholder movements to shape publicopinion. For instance, MSLGROUP in Swedencreated the Job Roast initiative to spark apublic debate on youth employment before theelections.
  • Learn more about us at:peopleslab.mslgroup.com | twitter.com/peopleslabPeople’s Lab is MSLGROUP’s proprietarycrowdsourcing platform and approach thathelps organizations tap into people’s insights forinnovation, storytelling and change.The People’s Lab crowdsourcing platformhelps organizations build and nurture publicor private, web or mobile, hosted or whitelabel communities around four pre-configuredapplication areas: Expertise Request Network,Innovation Challenge Network, Research &Insights Network and Contest & ActivationNetwork. Our community and gaming featuresencourage people to share rich content, vote/comment on other people’s content andcollaborate to find innovative solutions.The People’s Lab crowdsourcing platformand approach forms the core of our distinctiveinsights and foresight approach, which consistsof four elements: organic conversation analysis,MSLGROUP’s own insight communities, client-specific insights communities, and ethnographicdeep dives into these communities. The People’sInsights Quarterly Magazines showcase ourcapability in crowdsourcing and analyzinginsights from conversations and communities.People’s Lab:CrowdsourcingInnovation & Insights
  • Write to us to start a conversation on the future of engagement.:Pascal Beucler,SVP & Chief Strategy Officer(pascal.beucler@mslgroup.com)Janelle Dixon,North America Head of Insights(janelle.dixon@mslgroup.com)Dominic Payling,Europe Head of Insights(dominic.payling@mslgroup.com)Gaurav Mishra,Asia Head of Insights(gaurav.mishra@mslgroup.com)mslgroup.com | twitter.com/msl_groupMSLGROUP is Publicis Groupes strategiccommunications and engagement group,advisors in all aspects of communicationstrategy: from consumer PR to financialcommunications, from public affairs toreputation management and from crisiscommunications to event management.With more than 3,700 people, its offices span22 countries. Adding affiliates and partnersinto the equation, MSLGROUPs reachincreases to 4,000 employees in 83 countries.Today the largest PR and Engagementnetwork in Europe, Greater China and India, thegroup offers strategic planning and counsel,insight-guided thinking and big, compellingideas – followed by thorough execution.