Alpenliebe 365 Days of Positive Power: People’s Insights Volume 2, Issue 13


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This week, we distill insights around 365 Days of Positive Power - the second phase of the Alpenliebe Kindness Movement which inspires Chinese youth to actively live a life of kindness.

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

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Alpenliebe 365 Days of Positive Power: People’s Insights Volume 2, Issue 13

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights Volume 2, Issue 13Alpenliebe 365 Days ofPositive Power
  2. 2. People’s Insights100+ thinkers and planners within MSL- In 2013, we continue to track inspiringGROUP share and discuss inspiring proj- projects at the intersection of social data,ects on social data, crowdsourcing, story- crowdsourcing and storytelling, with a fo-telling and citizenship on the MSLGROUP cus on projects that are shaping the FutureInsights Network. Every week, we pick up of project and curate the conversations Do subscribe to receive our weekly insightsaround it — on the MSLGROUP Insights reports, quarterly magazines, and annualNetwork itself but also on the broader reports, and do share your tips and com-social web — into a weekly insights report. ments with us at @PeoplesLab on Twitter.Every quarter, we compile these insights,along with original research and insightsfrom the MSLGROUP global network, intothe People’s Insights Quarterly Magazine.We have synthesized the insights from ouryear-long endeavor throughout 2012 toprovide foresights for business leaders andchangemakers — in the ten-part People’sInsights Annual Report titled Now & Next:Ten Frontiers for the Future of Engage-ment. People’s Insights People’s Insights People’s Insights weekly report quarterly magazines Annual Report Volume 2, Issue 13, Future of Alpenliebe 365 Days of January - March, 2013 Citizenship Positive Power
  3. 3. What is 365 Days of PositivePower?365 Days of Positive Power, a part of the larger Alpenliebe created a new infographic every dayAlpenliebe Kindness Movement, aims to inspire with a specific call to action, to inspire fans toChinese youth to actively live a life of kindness. spread positive power through acts of kindness.Source: 2011, MSLGROUP has helped Alpenliebe convert kindness into a shared purpose or socialheartbeat, and catalyze a movement to inspire, organize and energize millions of Chinese youth toshare, appreciate and engage in everyday acts of kindness. In 2011, an engaged community of 150,000+members shared 151,000+ kindness stories and 3,270,000+ shares and comments across socialnetworks, and the success of the campaign led to 330+ print articles and TV reports.In 2012, the community grew to more than 600,000 members and engaged in 3.1 million shares andcomments across social networks, making Alpenliebe the third most influential brand on Sina Weibo. 3
  4. 4. Year 1: Building an emotionalconnectionIn the first year of the movement, Alpenliebe MSL China’s Owen Wang explained that theestablished the brand purpose “Sweeten China content plan incorporated both trending topicswith Small Acts of Kindness.” and relevant news to capture people’s attention,Scott Goodson, author of the movement and specific call-to-actions to inspire action. Themarketing book Uprising, summarizes how positive theme of the campaign also helped rallymovement marketing works: support:“You start by identifying a powerful idea on the rise “I think it’s the Daily call-to-action mechanismin culture. You then join, fuel and add real tangible which encourages people to share kindness andvalue to the idea through innovative marketing and love when the weibo environment (or even thesocial media. People who share the passion for the overall on-line environment of China) is filled withidea join the cause. And rally others to get involved negative message and complains.”too. And so, a movement is born, which smart For instance, a single post from Alpenliebebrands can profit from.” inviting people to share photos of their smilesAlpenliebe created a series of kindness videos on on World Smile Day inspired 1,000 people toTudou and a TV series with its celebrity kindness participate.ambassador, crowdsourced kindness stories on As co-founder of Purpose and movement mavena Renren minisite, partnered with key opinion Jeremy Heimans, pointed out:leaders, created conversations across the socialweb, organized kindness trips with non-profit “Participation requires infrastructure - andpartners, compiled the most inspiring stories into strategy”a kindness bible, and honored them on the world To be successful, movements also require a basekindness day. of energized and passionate people. Susannah Vila, co-founder of social advocacy think-tank the engine room, explains how to attract and manage influencers: “To move others in your direction you have to understand them, work within their behavior instead of trying to change it, and adapt your tactics and messages to them. Figure out the types of people that will be most receptive to your campaign and get to know them. Then approach them where they are already getting and sharingSource: Alpenliebe Perfetti Kindness Movement information.”Year one also served as period of gatheringinsights. Alpenliebe tracked people’s interests, Alpenliebe introduced badges to encourageresponse to posts and preference of social social actions such as commenting, re-postingactions, and used this knowledge to create the and responding to call-to-actions. Uponstrategy for year two. interacting with the 365 Days of Positive Power application, people would receive a badge on(See our People’s Insights weekly report on the their Sina Weibo profile page.Alpenliebe Kindness Movement) Gamification elements like badges are anYear 2: Building brand re-call effective incentive, can be addicting and help maintain enthusiasm and participation overAlpenliebe leveraged learning from Year 1 to time - especially where there are a wide range ofselect Sina Weibo as the primary platform for badges people can earn (see 4SquareBadges Listdriving viral change, tailor a content strategy and Nike+ Trophy Collection).around the preferences of its community andidentify super fans and grassroots influencers. In our Future of Engagement essay on BehaviorThe brand then focused on energizing people Change Games, we explain the role of incentivesto participate regularly with daily compelling - like badges, points and prizes – in shapingcontent and badges as rewards. actions: Volume 2, Issue 13, Future of Alpenliebe 365 Days of January - March, 2013 Citizenship Positive Power
  5. 5. “Incentives are effective in attracting first-time Alpenliebe target fans’ passion and energyplayers, helping them get started and creating fun around popular interests like football andand excitement. After they are hooked and begin important events and news, creating content thatto successfully complete missions, players receive inspires people to respond or share it on.the ultimate incentive to keep playing – they see achange in their behavior and experience a sense ofpride and self-empowerment.”Real-time campaignsIncreasingly, we are seeing brands embrace thereal-time nature of social networks like Twitterand Sina Weibo. Joel Lunenfeld, Twitter’s VP ofGlobal Brand Strategy succinctly summarizesthis shift:“We’re moving from a world where we plancampaigns for the future, to one where we adaptcampaigns to the moment.”Source: This message encourages fans to recall sweet moments and wishes for British footballer Michael Owen when he announced his retirement.A play on words in reference to the new social term “Beijing Cough” 5
  6. 6. Real-time posts have higher chances ofspreading across the social world, andsometimes reach more people and create morebuzz than paid communications – a phenomenonwe witnessed with Oreo’s tweet during the recentSuper Bowl blackout in the U.S. Source: As Henry Mason, head of research and analyticsSource: at independent firm Trendwatching commented: “For brands, it’s never been easier to surprisePurpose-inspired movements and delight audiences; whether sending gifts,The Alpenliebe Kindness Movement is one of the responding to publicly-expressed moods or justbest examples of purpose-inspired movement showing that they care. Via social networks,marketing from China because of how it inspired brands can now access consumers’ moods,behavioral change in Chinese youth through a intentions, desires or frustrations as they happen,sustained integrated marketing program across and can therefore address them in a much morethree years. personalised and timely fashion.”The Alpenliebe Kindness Movement has helpedAlpenliebe increase sales and stand out in thecrowded confectionary category. MSL China’sOwen Wang noted:“Alpenliebe is regarded as a brand with strongsense of social responsibility on-line, according toour fans survey.” Volume 2, Issue 13, Future of Alpenliebe 365 Days of January - March, 2013 Citizenship Positive Power
  7. 7. People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary comment on other people’s content andcrowdsourcing platform and approach that collaborate to find innovative solutions.helps organizations tap into people’s insights forinnovation, storytelling and change. The People’s Lab crowdsourcing platform and approach forms the core of our distinctiveThe People’s Lab crowdsourcing platform insights and foresight approach, which consistshelps organizations build and nurture public of four elements: organic conversation analysis,or private, web or mobile, hosted or white MSLGROUP’s own insight communities, client-label communities around four pre-configured specific insights communities, and ethnographicapplication areas: Expertise Request Network, deep dives into these communities. The People’sInnovation Challenge Network, Research & Insights Quarterly Magazines showcase ourInsights Network and Contest & Activation capability in crowdsourcing and analyzingNetwork. Our community and gaming features insights from conversations and communities.encourage people to share rich content, vote/ Learn more about us at: |
  8. 8. For People’s Lab solutions,