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People's Insights Quarterly Magazine Issue 2


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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. …

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling 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 have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog in the iPad-friendly People’s Insights Quarterly Magazine - Issue 2.

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  • 1. Volume 1, Issue 2, April-June 2012
  • 2. MSLG Grou ROUP is P p comm e’s strate ublicis g enga unication ic geme s and advis nt gro o comm rs in all a up, s from unication pects of consu strate finan cial c mer PR t gy: from omm o p u reput ublic affa nications a i , from tion man rs to crisis agem to ex comm ent a p n even eriential m unication d ts. arket s ing a With nd more acros than s 3 world close to ,500 peo wide, 100 o ple also t ff he la MSLGRO ices in fas rgest UP is t P India -growing R netwo . C rk strate The group hina and gic p offer coun lanni s s n think el, insight g and in - ideas g and big guided – foll , comexecu o p tion. wed by th elling oroug h Learn more about us at: | twitter: @msl_group Volume 1, Issue 2, April-June 2012
  • 3. Inside rd tion04 Forewloeucler ts and I nnova a B by Pasc Insigh urcing ab: C rowdsoa ’s L People eucler and Gaurav M ishr ne agazi B al by Pasc 05 erly M ghts Quartoshi le ’s Insiand Rooshabh D Peopaf Engineer hr by As 07 lling lS toryte Sociainic Payling, m by Do 09 tion Conversa CATCH g Mappin lvi 12 ano Ca by Germ 49 Vook 56 or Glassdo 31 62 s en Idea Yoke 68 Heinek y Brewer Pair 37 75 16 ls e GatTaxi Pepsi Pu Vote.Give.G row 80 Kyck ate Celebr orks 40 What W y 86 22 The Fanc Stay 26 cial Dell Sotion Innova m Platfor 3
  • 4. Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUPForewordThe need for change is higher every day: In this second edition of our Quarterlybusiness models, products and services, Magazine, we are happy to share with yourelationships with people, everything what the conversation has been abouthas to evolve, as the world around us is in the three past months. Whether onchanging very fast and deeply. Storytelling, on Corporate Citizenship or on Crowdsourcing, the conversation hasAll surveys confirm that innovation is not been very intense, inside our organisationan option, whatever the industry. And as well as outside everywhere in the world,more and more business leaders agree and you’ll find in the following pages ourthat innovation has to come from people’s analysis on it.insights, as it is the only way to come outwith ‘People Inside’ new products and I hope you enjoy reading it!services. Volume 1, Issue 2, April-June 2012
  • 5. People’s Lab:Crowdsourcing Insightsand Innovation Gaurav Mishra, Asia Director of Social Media, MSLGROUP 500 corporations design dedicated large- scale platforms to crowdsource insights and innovation across business functions. However, we saw a gap in the market for comprehensive Pascal Beucler, solution to crowdsource insights and innovation SVP & Chief Strategy Officer, and launched our People’s Lab crowdsourcing MSLGROUP platform and approach. People’s Lab Crowdsourcing PlatformThe Power of Crowdsourcing Insights and Approachand Innovation The People’s Lab platform helps organizationsAccording to the recent PwC CEO Survey of build and nurture public or private, web or1200+ business leaders across 69 countries, mobile, hosted or white label communitiesbusiness leaders believe that crowdsourcing around four pre-configured application areas:people’s insights are one of the main drivers for Expertise Request Network, Innovationleading innovation and change. Challenge Network, Research & Insights Network and Contest & Activation Network.We have a significant body of knowledge on Our community and game thinking featurescrowdsourcing now, including business rationale, encourage people to share rich multimediaapplication areas, best practices and case content and vote/comment on other people’sstudies. We have seen dedicated third-party content, while our social intelligence algorithmcrowdsourcing platforms in action for almost helps us identify the most influential people,a decade and learned from their successes themes and content.and failures. We have seen diverse Fortune 5
  • 6. Crowdsourcing Insights from on the MSLGROUP Insights Network. EveryConversations and Communities week, we pick one project and do a deep dive into conversations around it — on the MSLGROUPThe People’s Lab crowdsourcing platform Insights Network itself but also on the broaderand approach forms the core of our distinctive social web — to distill insights and foresights. Weinsights and foresight approach, which consists have been sharing these insights and foresightsof four elements: organic conversation analysis, with you on our People’s Insights blog. Now, weMSLGROUP’s own insight communities, client- have compiled the best insights from the networkspecific insights communities, and ethnographic and the blog in the iPad-friendly People’sdeep dives into these communities. This four-part Insights Quarterly Magazine, as a showcase ofapproach helps us distill a deep understanding our capabilities.of societal values, consumption behaviors andattitudes towards brands, not only in terms of We hope that you will enjoy the magazine andinsights that help explain our world today, but also subscribe to receive subsequent issues. We alsoforesights that give us a glimpse of future worlds. hope that our magazine and blog will inspire you to start a conversation on how you canIntroducing People’s Insights distill actionable insights and foresights fromQuarterly Magazine conversations and communities.As an example, 100+ thinkers and planners withinMSLGROUP share and discuss inspiring projectson citizenship, crowdsourcing and storytelling Volume 1, Issue 2, April-June 2012
  • 7. People’s InsightsQuarterly Magazine Rooshabh Doshi, Researcher, People’s Insights Quarterly Magazine months and thirteen weekly insights reports later, we feel validated that our intuition was right. In the first issue of the People’s Insights Ashraf Engineer, Quarterly Magazine, we start off with a framework Editor, People’s Insights for purpose-inspired transmedia storytelling, Quarterly Magazine which weaves together elements from all the three drivers of citizenship, crowdsourcing and storytelling.The People’s Insights Quarterly Magazine pullstogether the best insights from our Insights Then we look at thirteen inspiring projects atNetwork, in which 100+ thinkers and planners the intersection of these three drivers. Manywithin MSLGROUP share and discuss inspiring of these projects build upon at least two of theprojects on citizenship, crowdsourcing and three pillars of citizenship, crowdsourcing andstorytelling. storytelling and some like Mahindra Spark the Rise leverage all three.Every week, we pick up one project and do adeep dive into conversations around it — on the Citizenship:MSLGROUP Insights Network itself but also onthe broader social web — to distill insights and • How Starbucks Vote.Give.Grow & GE Celebrateforesights. What Works launched projects to invest money in communities through citizen participation.We started with the belief that some of the mostinspiring projects that are shaping marketing Crowdsourcing:and communications are at the intersection of • How Kyck & Fancy are creating new types ofcitizenship, crowdsourcing and storytelling. Three social graphs, around curating visual content 7
  • 8. on home feeds and sharing content with • How Facebook apps like Yoke are pulling common interest groups. information from third party apps to connect users with people with common interests.• How The Dell Social Innovation challenge provides a platform to young social innovators • How Vook is enhancing the reading experience to tackle various environmental & social of users by incorporating multimedia to its problems. E-books, and how it provides the entire book creation process on its platform, by allowing• How The Heineken Ideas Brewery taps into authors to create, publish, distribute and track the insights of consumers to share ideas on sales of their books. challenges posed by Heineken, related to product innovation. • How GetTaxi made the process of ordering taxis faster, simpler and more convenient forStorytelling: thousands of taxi users in Europe.• How social networks like Pair are becoming In the coming weeks, we will continue to more private in nature by enabling couples track inspiring projects at the intersection of to share updates and stay in touch through a citizenship, crowdsourcing and storytelling. Do single stream of communication on a private subscribe to receive our weekly insights reports timeline. and do share your tips and comments with us at @PeoplesLab on Twitter. Volume 1, Issue 2, April-June 2012
  • 9. Social Storytelling “I had to know and » Finally, stories build and preserve a group’s understand my own story sense of community. Stories align and before I could listen to and motivate by portraying the world in terms that help other people with theirs.” build emotional connections between people Barack Obama, US President and create a sense of shared purpose. “Once people make your story As adults it’s easy to dismiss what came so their story, you have tapped naturally to us as kids. But we are who we are into ‘faith’.” because of our own stories. Perhaps even more Seth Godin, US entrepreneur, so now – “personal narrative has become more author, public speaker prevalent, and perhaps more urgent, in a time of abundance, when many of us are freer to studyWorking recently on a Storytelling workshop with a deeper understanding of ourselves and ourDr Mark Chakravarty, a client at P&G, he summed purpose.” Daniel Pink ( A Whole New Mind)up for me its importance in communications:“[There is] a growing body of research that shows But what of storytelling and business?our brains, despite evolution, still look for the Let’s stop and think about the world we inhabit;story to make sense out of information.” 2011 was all about numbers: Eurozone debtHe noted that researchers Roche and Sadowsky (€22.1tn2 , lobal population growth (c.7bn).reviewed the most important literature about Peak oil prices $113 per barrel. You may wellstorytelling and identified four principal reasons know that Japan’s national debt is on track tounderlying the power of story: exceed 1 quadrillion yen by March 2012 due to aid and rebuilding following the devastating earthquake and tsunami in 2011. (A quadrillion is 1,000,000,000,000,000). But do you understand what this number means, for Japan, for you? Can you comprehend these faceless statistics presented on their own? I certainly can’t. Jean Luc Godard offered a solution... “sometimes, reality is too complex. Stories give it form.” Let’s now consider attention spans. ‘The Economist’ says that we are bathed in information. “People choose to read about 10 mb of material a day, hear 400 mb a day,Photo from Adulau on Flickr and see 1 mb of information every second.”» First, stories are universal, crossing boundaries Winston Fletcher, the ad guru, used to make the of culture, language, gender and age.» Second, they mirror how humans think. All evidence from neurology and psychology leads to the conclusion that humans think in stories (narrative structures). Ideas conveyed in story form – more than concepts explained with logic and analysis – imprint themselves naturally into human minds.» Third, stories define who we are. Our sense of identity is forged by the stories we tell ourselves, the ones we come to believe and those we choose to dismiss. Photo from simon_shek on Flickr 9
  • 10. point that most supermarkets sell 30,000 skusand the average basket size is 30. In a worldin which marketers only had to contend with asuperabundance of choice, his point was thatyour brand was far more likely to be one of the29,970 left on the shelf.But that was a world in which we(the marketer) had the power to organise ouraudience’sattention for them. These days,audiences organise their own attention.Thinkbox is the marketing body for commercialTV in the UK. Their memabers representover 90% of the commercial UK TV marketthrough their owned and partner channels. Thecompany’s declared aim is: to help advertisers Photo from seandreilinger on Flickrget the best out of today’s TV. Their business isTV and their research is revealing: until they can ‘binge watch’ three or four episodes in a row. Or it might mean ‘snacking’ on Twitter or» 52% of internet users search for a brand on a social games during a commute. It might mean search engine in response to seeing a TV ad watching an online video whilst eating lunch at» Half of online viewers engage in online their desk, or clearing a weekend so they can shopping while watching TV. 27% investigate a attend a festival with friends. brand or ad seen on TV Understanding these new patterns of attention» 1 in 3 claim to engage in 2-screen viewing allocation and being able to listen and engage every day; 60% do at least one a week with audiences about their own personal stories, According to the European Interactive is the first step to being a competitive, 21st Advertising Association (EIAA), 80% of Britons century company. The most forward thinking are simultaneous media users (use at least organisations go a step further and are building two different forms of media at the same marketing and communications strategies time) According to the European Interactive that actively encourage, amplify and reward Advertising Association (EIAA), 80% of Britons customers’ stories, rather than assuming that are simultaneous media users (use at least the company is the only entity capable of two different forms of media at the same time) telling stories about a product. They know how to translate the process of storytelling into aWe’ve shifted from a linear, synchronous, valuable outcome and ensure their own storiesscheduled world controlled by media owners into are being listened that is asynchronous and controlled by theindividual. As Seth Godin said recently, “Attentionfrom those interested and able to buy is worthmore now than ever before.” It is the premise ofGoogle and Amazon and all those brands shiftingever closer to true social commerce models.I love my Kindle, for instance. Wherever I am,whenever I want, I seek stories. Not just the onesthat used to come on paper but the ones that thereviewers write. Stories of pain, delight, rage, joy,boredom, frustration and tragedy – the storiesthat I choose to read before the stories I chooseto buy. Photo by markjsebastian on FlickrPeople now actively ‘manage’ the way theyconsume content. They choose how and when At MSL London, we work with the highlythey engage with stories, and how they talk about talented Matt Locke who runs Storythings.comand share them online. and we think his perspective on ‘new patterns of attention’ is well worth listening to. “TheThis could be saving up a favourite drama series explosion of new digital platforms and devices Volume 1, Issue 2, April-June 2012
  • 11. has created a plethora of new ways to tell your that the user can order according to a range ofstory, and the old tradition of peak time viewing options, including time, relevance, size, locationhas morphed into a 24/7, always-on world. or pretty much any feature they choose.Deciding where and when to tell your story isnot just a matter of taking traditional planning Unlike the previous two contexts, streams aretechniques to new channels – it requires an organised by or for the user, depending on theunderstanding of the different kinds of attention sources of information they follow, or the datawe have in different contexts. used to personalise their stream. Telling stories in streams is a really complex task, as manyOne way of thinking about these contexts is as different unpredictable patterns of attention canthree different categories – Schedules, Sites and emerge, from slowly building audiences aroundStreams. a story to sudden spikes as users share stories around the globe in a matter of minutes.” WhereSCHEDULES are traditionally planned channels will your story exist? Will it be in a schedule,for stories, where the context and timing of the a site, a stream, or a combination of all three?story are defined in a top-down way from the Will it be an online game, a blog, or a magazinechannel owner. Attention in these channels is article?very predictable, as audiences have to plan theirtime around the strict timing of the schedule. How can consumers assess the probabilityAnything that is published to a regular timetable of an uncertain event like whether to buy a– television, radio, cinema, printed newspapers new brand? People increasingly must relyand magazines – has this pattern of attention, on a limited number of heuristic principleswhere the audience has to wait for the publisher/ essentially storytelling techniques, which reducedistributor before getting the story. Schedules the complex tasks of assessing probabilitiestend to produce synchronous attention, with the and predicting values to simpler judgmentalbulk of the audience getting the story at roughly operations. And it is our role as marketers tothe same time, producing a huge spike in buzz help them construct a continuous sequence ofand conversation. narratives that allow them to do this.SITES are channels where the location of the Working with stories comes naturally to us. Theystory is more important than the timing. Outdoor help us to develop, they help us make sense ofadvertising, point of sale, location-based mobile our life and they socialise us. Just consider thecontent and destination/portal websites all count power of uniting these elements to support youras sites for content, sharing the same patterns of brand. And what is a great brand if not an epicattention. Sites tend to produce asynchronous story in its own right, constructed over time fromattention, with the audience coming across many chapters of communication driven by astories over long periods of time, perhaps with series of marketing directors, like an expensivesome peak traffic but far more dispersed than game of Consequences. Things have changed,scheduled content. Conversation and discussions but the power to direct has now transformed intoare equally dispersed over time, with a significant an opportunity to collaborate.‘long tail’ as audiences come across the contenton physical or virtual journeys. The stories remain as important, but who tells them, what motivates that telling and how areSTREAMS describe the fast-moving, dynamic they told is very different? We have entered thecontexts of social media, recommendation world of transmedia storytelling. Managing thisservices and other sites defined by networks and process sums up the complexity of 21st centuryalgorithms. Stories appear in these contexts part of a never-ending stream of messages 11
  • 12. CATCH ConversationMapping Do brands participate maps. Each map consists of two major factors, in web conversations in the most relevant from the statistical point of a meaningful, human view, that design the bi-dimensional space of manner? the map . In the space generated by the factors thousands of conversation are rubbed. Luckily enough, conversations on the web are Consider the example of nutrition3 . not all the same. Anybody can easily experience a huge THE BIG WORLD variety of styles, codes and Calories languages. So to speak, some Nutritional CONSUMPTION conversations are quite guidelines INGREDIENTS formal and intellectual. SOCIALOthers are somehow cold, even if very rich in Recepies Restaurantoffering information. Among the other, we candistinguish a particular kind of conversation thatare warm, direct, authentic and meaningful. PleasureThey are the beating heart of social media Dietconversations.This latter type, at least in Italy, is often desertedby brands. When people speak most sincerely, Transgressionthe big company names are absent, for somereason. AT HOMEThis is what emerges from the analysis that have At a glance you can catch the main topics ofbeen made by MSL Italy, during last year, with conversation in the food area. Proximity orCATCH. distance on the map are also relevant.1. What is CATCH? Topics that neighbors on the map, “talk” to each other. This means that people can easilyCATCH is a system of applications that allows slide from one topic to the other. In the map,us to analyze, in a semantic, perspective a large for example, you can see an interesting andnumber of conversations (to date, up to 35,000). quite meaningful combination of diet andIn other words, the system permit the analysis of transgression.very large conversational contexts. For example,you may consider an issue such as: "what people Distant subjects, on the other hand, are not welltalk about when it comes to food1?". bridged. “Diet” and “nutritional guidelines” are not conversationally connected (even if theyCATCH analyzes and provides precise insight have an obvious logical relationship).of these conversational worlds2 . Inside thistalk ambient it is possible to position brands For each theme, of course, we can have metricsmentioned spontaneously. Or to locate other (percentage on all conversations, most relevantvariables: for example, timeline, main sources, key words, most significant posts, etc.)their degree of influence (in terms of links). 3. A stratigraphy of the conversations?Also, you can pin, on the map it produces, issues The map also represents a qualitativethat you consider particularly important. In the organization of talking points. Indeed, we foundcase of food, for example, you might wish to find out that each area of the map contains veryout in which kind of conversations people speak different types of languages.about obesity, diet, recipes or pleasure. The analysis weve carried out so far show2. CATCH maps a common pattern, a sort of scheme in theOne of the most typical output of CATCH are background, which seems to repeat itself in very Volume 1, Issue 2, April-June 2012
  • 13. different conversational areas. considering. On average, we found less than 5%. In our view this is a very high figure: let us notYou can visualize this pattern as if we were talking forget that brands are, in fact, spontaneouslyabout geological soil sediments. Different layers mentioned (how often do you quote a brand inof language show themselves in the map. your private conversations?).In terms of big picture, the scheme can be Again, it is interesting to note that the positioningsummarized this way: we switch from impersonal, of the brands tend to have a similar pattern inceremoniuos language to slangs. The latter ones different conversational contexts.are strongly connected to intimate conversations,full of emotions and moods. Let us return, for example, to food realm. The brands we have looked for (Nestlé, Danone,Let’s observe this pattern on the “food” map. Barilla, Coca Cola, etc..: Each brand is a star in the map) are positioned in the upper part of the map. THE BIG WORLD Calories THE BIG WORLD NEWS T Nutritional W CONSUMPTION guidelinesINGREDIENTS CONSUMPTION I INGREDIENTS SOCIAL Recepies BLOGS Restaurant SOCIAL T T Pleasure E Diet R FORUM Transgression AT HOME AT HOMEAt the top right corner, you can find the formalarea. The main source is the online press and In essence, brands tend to position themselvesblogs that “mirror” the press. The contents are in the more formal conversational area. Very fewinformative: guidelines, nutritional components enter the hottest zone conversations.of food. The language is learned, formally This situation appears to be the same in theimpeccable. As far as food is concerned, in this majority of the researches we carried out thiszone you find conversation about what people year.“should do” with nutrition (which very often is notwhat people really like to hear, at least in Italy). 5. Are the brands excluded from theAt the bottom of the map, below the blue line, conversations more intimate and meaningful?there is a very different and personal area. The No, brands are not excluded "a priori" from themain sources, in this case, are definitely forums most authentic exchanges.and some blogs. The issues relate to personaltransgressions and strenuous attempts at dieting. However, they must be helped to find the lineIn other words, in this zone people speak about with this type of valuable conversations.what they really do with food! The language To achieve this a precise strategy must beis direct, “fast” and familiar. The deeper you tailored on the base of specific analysis of thego down in the map, the more “lingo” is the conversational area.language. Apart from that, a few key points can be stated,4. Where are the brands? cross boarder to all areas of conversation.All brands quotation in spontaneous The language. Compared to other conversation,conversations can be tracked and located in the hottest area we witness a dramatic changeon CATCH’s maps. The number of citations of linguistic structure. From coded and canonicalobviously depends on the area that you are language (at the top of the map) we experience 13
  • 14. forms of jargon, slang, community’s dialects. It’s Engagement’s rules. The conversations havevernacular against Latin. Roland Barthes used engagement’s rules that must be respected. Tothe term "idiolect" to describe the language of violate them means to reject the call to linguisticcommunities, tribes, subcultures. cooperation. Brands must respect this unwritten standards.The brands must learn to adapt their languagein this direction. They have to become much Each group generally has its own rules. But thenmore flexible and nimble in the way they address again there are global rules of “courtesy” that, asissues, in choosing the tone of voice and in their an example, can be summarized as follows:expression’s quality. Only in this way messages » Do not impose yourself;can be rapidly metabolized by those conversing.Its like if people in this area of conversation, » Offer alternatives;possessed "linguistic antibodies" and were able » Put the other person at refuse “alien” lingos. Pay attention to hub. The conversations areThe center of conversational gravity. networks of exchange. The networks consist ofIn the area of the most authentic exchanges, nodes. Some nodes are more important thanpeople mostly talk about their life. They discuss others. They are hubs.feelings, experiences, emotions, personalachievements and daily difficulties. At stake, here, This status is determined in part by influenceis the meaning of things, not their capabilities or (links, participants, activity level, etc..).features. On the other hand, there are also content’sThe language of brands, in many cases, is still hubs: some topics are better suited than otherstoo self-centered. Brands tend to talk about to “enter” into meaningful conversations. Thethemselves, their characteristics, in a direct and analysis of the contexts of conversation is apragmatic way. Very rarely they speak about valuable tool for identifying these issues.people. Chatting is a bit like dancing: if you donot listen to your partner it is likely to tread on histoes ...1. To date, analysis has been conducted on the following areas: food, nuclear energy, pet food, body care, the mother and child relationship, photography, mineral water.2. How does CATCH work? In a nutshell, it calculates the occurrences of each word in a corpus of conversations and then all of its co-occurrence. In other words, it tracks all the connections among words. These bonds, thru Burt technique, can be transformed into numerical indices. In this way, you get a world of words with a dense network of mathematical ties. At this point, various statistical operations may be carried out: cluster analysis, factorial, discriminant analysis, etc..3. 13,000 conversations, Italian language, October 2010 - October 2011, sources: blogs, forums, news and twitter.
  • 15. Corporate Citizenship
  • 16. Vote.Give. Grow Voting process Users could sign in or register with a Starbucks Card, after which they could vote for an organisation in their community. After voting, users could return every week in April to vote again.Source: http://votegivegrow.comVote.Give.GrowStarbucks invested $4 million in UScommunities through grants to more than120 non-profits. The money was allocated asper vote share of those registered for April 2012.Starbucks had labelled April 2012 as ‘TheStarbucks Global Month of Service’. To this end, Source: invested $4 million in more than 120 USnon-profit organisations to create a bettercommunity.Money was allocated on the basis of votes on Voting began onApril 1 and concluded at 11.59 pm PDT on April30; results were announced in May.Voters had to be from the US and have aStarbucks card. Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  • 17. The top-ranked non-profit got the largest grant, while those that followed got proportionately smaller grants. The smallest grant per region was $5,000, while the largest was $50,000. Power to the people, for the people Each individual could make a difference to his/her community. Vote.Give.Grow empowered people by having them vote for a cause that would create a better neighbourhood in sectors like education and housing.Source: had to sign in with or register a Starbuckscard to choose an organisation within theircommunity. If a user did not have a registeredcard, he/she could get a gift card, put $5 on itand register the card online.The website automatically defaulted to the user’sregion and members could vote online eachweek through April so that the non-profit theysupported won the maximum amount of money.At the end of the month, the money wasdistributed on the basis of votes eachorganisation received. Every designatednon-profit received at least a portion of thefunding.Break-up of grants Starbucks empowered voters by allowing them to decide how much each organisation got.The size of the grant each non-profitreceived was determined by weekly online The Vote.Give.Grow website stated:votes. Vote share determined the final Each individual has the power to make a difference.ranking of organisations within a region. The Your weekly votes throughout April will determinesmallest grant was $5,000 and the largest how the Starbucks Foundation distributes $4was $50,000. million to 124 local non-profit organizations. Add your vote to those cast by thousands of other individuals and help improve your community. The money pumped in by winning organisations can help their neighbourhoods access better services across sectors like education, infrastructure, employment, pollution and unemployment.Source: 17
  • 18. Benefits for non-profits Content for StarbucksOther than providing financial support, Non-profits created videos and images tothe initiative is a platform for non-profit send out their messages, giving Starbucksorganisations. The campaign meets content. An increasing number of brands areStarbucks’ objective of raising awareness by turning to content from partners to create aincreasing the non-profits’ visibility. diverse experience for users.Source: http://peopleslab.mslgroup.comAlong with the money, the initiative provided aplatform to non-profits to get noticed and spreadtheir wings.The initiative meets Starbucks’ objective ofraising awareness by increasing non-profits’visibility and highlighting the good work they do.The President of Northern Initiatives, DennisWest, said:It’s going to be great for our visibility, great to seepeople in the U.P. get behind us and help us be ableto compete.Six results out of 10 for a simple Google searchfor ‘Vote.Give.Grow’ linked to the websites ofnon-profits requesting followers for votes. Oneof the participating non-profits, Access, had amessage for its followers( In order to bag more votes, non-profits createdACCESS is one of only 124 nonprofit across the videos and images to send out their messagescountry chosen to participate. And we have a and ask their followers to vote for them, givingchance of winning $35,000! But we need your Starbucks more content to work with. Almosthelp, and we need your vote. Your vote equals every non-profit had a video onthe financial aid that our students need towards college degree. For every dollar invested inACCESS, our financial aid Advisors help secure In fact, an increasing number of brands aremore than $60 in aid. Your vote can mean up to turning to content from partners to create a$2 million in aid for the next generation of college diverse experience for users. Intel did it with itsgraduates Innovators Contest. Disney World did it as well, so did Dell with Idea Storm and Vodafone with Christmas Laser Graffiti. Even rock bands like Blink 182 didn’t miss the boat with the Stolen Fan Club music video. Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  • 19. Virality of the movement Voting for corporate citizenshipThe movement caught speed when the Many corporate citizenship projectsnon-profits made the most of their own – including Mahindra Rise and Intelnetwork by asking supporters to vote for Innovators – have a voting mechanism.them. This sparked many conversations on This gives people a sense of belonging,the web, making the movement a success. involvement and ownership with respect to the community.Source: http://twitter.comSource: Source: http://twitter.comT5UB-JlOBR0 Many corporate citizenship projects have a votingThe movement went viral. The Starbucks brand mechanism. These include Mahindra Rise, Intelattracts hundreds of thousands of participants in Innovators, GE Ecoimagination, Dell Ideastormalmost everything it does on social media, from a and Starbucks’ own MyStarbucksIdea.Facebook contest to a YouTube video to a tweet. A blogger corroborated this on his/her blogNon-profits have an extensive network ‘Advnturespirit’ (http://advnturesspirit.wordpress.themselves, which makes them influencers. com/2012/04/11/vote-give-grow/):Starbucks made sure they leveraged their Love feeling like I can make a difference even if itnetworks to garner more attention for their work is just by voting. You can also make a difference,and for Vote.Give.Grow. it doesn’t have to be something BIG, rememberParticipating NGO, College Mentors, tweeted: sometimes it is the smallest things that bring about the biggest change. Today you can go untoHelp me win $35,000 for College Mentors for Kids the Starbucks website and vote for a non-profitin Starbucks’ Community Card: Vote. Give. Grow in your community or you can simply do a RAOKcontest. Vote here whatever it is do something, we can all make thisThis, in turn, sparked several online conversations world a little better one raok at a supporters, giving their vote of confidence to Such initiatives urge users to do more than justa particular non-profit, appreciating Starbucks’ vote. Vote.Give.Grow urges voters to go to non-efforts and asking friends to support their profits’ websites, support them, make donations,favoured non-profits. join the conversation online, etc.Earl Dizon showed his allegiance in the blog post Mahindra Rise, for instance, asks users to create‘Vote.Give.Grow. at Starbucks’: connections with likeminded people to volunteerDC & OFN also showed up in Portland. As much as for projects, give and receive advice, or giveI like DC, I chose a more local, less publicized one. I donations of equipment and funds.can’t wait to taste the MCCF! 19
  • 20. Starbucks’ commitment we are committed to helping communities thrive where we do business.Starbucks aims to bring people together,inspire change and make a difference. It has Bringing people together, inspiring change andinitiated an array of programmes around making a difference in people’s lives – it’s all partcommunity revitalisation, which foster of being a good neighbour. And it’s a commitment rooted in the belief that we can balance profitabilitycustomer loyalty. and a social conscience. This, in turn, fosters customer loyalty. As mentioned on the blog ‘Creating Connections’: Why do I find this so compelling? Starbucks knows that promoting its commitment as corporate citizens through meaningful initiatives fosters customer loyalty. They put their values into action and make certain that every employee is engaged in bringing those values to life. In the ‘Learn More’ section, a visitor asked whether Starbucks will continue with the programme beyond April. The response was: We are always looking for new ways to demonstrate our commitment to helping communities thrive.Source: We will be evaluating the success of this program and will let our loyal customers know what is next for Starbucks and the Starbucks Foundation.Source: wants to help communities by bringingpeople together, inspiring change and making adifference. Starbucks has conducted an array ofprogrammes over the years around communityrevitalisation, which includes job creation,community service and youth action.Starbucks explains its commitment to corporatecitizenship:From the neighbourhoods where our stores arelocated, to the ones where our coffee is grown – Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  • 21. 21
  • 22. Celebrate What WorksSource: Source: www.celebratewhatworks.comThe #Whatworks Project To participate, users must post a photo, a captionGeneral Electric (GE), in association with and a description relating to the ‘What Works?’Good Corps, launched the What Works theme that is posted at the time of the entry. A theme is posted every week. For instance, ‘WhatProject for non-profit organisations innovations work in my world?’supporting job creation in the US. Eachweek, $10,000 are raised for the non-profits. SupportGE, along with Good Corps, launched a powerful,interactive platform this February – the Every submission is aggregated on theWhat Works Project. It’s a dynamic digital project page, and participants can vote forexperience that invites users across the US to their favourite submission by pushing thesubmit photos, captions and descriptions of heart symbol on the image.the people, places and things that work in theircommunities and lives.SubmitEvery week, participants are asked to uploadimages that illustrate their responses toan innovation, technology or job-creation-themed question. $1 is donated to thenon-profit of the week for each submission. Volume 1, Issue 2, Corporate Celebrate April-June 2012 Citizenship What Works
  • 23. Benefits for non-profits Till mid-May 2012, more than $113,500 had been raised through the project and, as awareness about the project increases, participation will increase. This will lead to more donations.Source: Source: though submissions are restricted to US The donations will be used to train unemployedcitizens, users across the digital space can people to create goods that work in the US. In thesupport or vote for entries. Each vote translates last 13 weeks, (at the time of publishing) Networkinto a $1 donation to the non-profits that the for Teaching Entrepreneurship, Jobs for theproject has tied up with. Future, College for Every Student and other non-profits working to empower disadvantagedWin and low-income youth have received $10,000 each.At the end of each week, five individualswhose submissions most creatively Focus Hope, one of the NGOs that benefitedillustrate a response to the weekly question from the project, said:will receive a $500 cash reward for their Focus: HOPE was selected from applicants all overparticipation. the country to participate in the project because of its success in job training. Youth Build USA also announced how the $10,000 donation would be utilised: The $10,000 will be used for the Helene D. Stoneman Scholarship and Civic Leadership Program, which awards YouthBuild graduates scholarships for post-secondary education. GE’s Focus GE’s aim to strengthen the US’ global competitiveness by building a more highly skilled workforce, lowering healthcare costs and supporting the integration of theSource: nation’s veterans into the workforce.Each week, five submissions that capture thespirit of the project are selected by GE and GoodCorps to receive a $500 prize. These effortsculminate into a $10,000 donation to thenon-profit of the week. 23
  • 24. Source: whatworks-project-what-do-you-love-that-is-madeinamerica.htmlSource: Source: Various blogs and networks working in the field of or covering information about employment andSource: work in the US have spread the word about theAND-TRADE-3662.aspx movement.The What Works Project is GE’s effort to give back One such blogger said:and empower the US to get back to work. The theme is gaining momentum, building,GE Chairman and CEO Jeff Immelt said: expanding; #whatworks works because it works (sorry) for you, me, and everyone else.There are companies and communities all acrossthe country that are leading the way. We know What Works on social mediathat renewing American manufacturing works;affordable healthcare works; high-skill training The buzz about the project is being spreadworks; investing in people works; supporting through Twitter (#whatworks) as well as thecustomers works; accessing global markets works. Pinterest board. Submissions have beenWe should have the confidence to act and to restore hosted on Pinterest, which is the latest starAmerican competitiveness. on the social media firmament.Spreading the wordApart from the partner non-profitorganisations, other networks such asThe Made in America Movement are alsofollowing and covering the project very Source: http://twitter.comclosely. Volume 1, Issue 2, Corporate Celebrate April-June 2012 Citizenship What Works
  • 25. Source: The project is part of a multi-pronged plan to address US competitiveness across industries.Source: This project will eventually identify what works for the US, in industries ranging from manufacturingGE has used Facebook, Twitter (#Whatworks), to healthcare.Pinterest, Storify and Instagram have also beenused to spread awareness about the project. Users Eventually, what works in the US will becan also submit entries through Facebook and manufactured in the country through trainingTwitter. The project concept has been captured on provided by NGOs and others. It’s a high-impactStorify too. project that will see GE making big investments in people, training and customers, ultimatelyImpact leading to greater US competitiveness.It’s a high-impact project for GE. Thecorporation will witness positive visibility asthe project helps identify the goods that workin the US and then trains the unemployed tomanufacture those goods in the country. 25
  • 26. Dell Social Innovation Platform Source: Participants can register on dellchallenge.orgDell social innovation challenge The challenge is divided into 3 rounds: Entry, Semi-Final and Final. Individuals or teams mustA platform for young social innovators create a Project Page and complete all requiredwho tackle problems related to economic fields including information about the members,development, education, energy, food and the idea, why it will work and so on.sustenance, health and human rights. Semi-finalists will need to upload a video pitchThe Dell Social Innovation Challenge recognises on YouTube or Vimeo and embed it on theand supports young social innovators who dedicate project page. They also need to create a projectthemselves to addressing the world’s biggest road map. This includes a checklist of 10 basicproblems. The issues they deal with are related to elements every team or individual can address toeconomic development, education, energy, food improve their project’s probability of success.and sustenance, health and human rights. Finalists will have to make a 15 minute liveHow to enter presentation at the Finalist Weekend in Austin, Texas USA to a panel of international judges,Individiuals or teams can submit a project followed by a 15-minute question and answerpage on Semi finalists session.have to submit a video pitch and projectroad map. The final round involves a livepresentation and Q&A session in Austin. Volume 1, Issue 2, Corporate Dell Social Innovation April-June 2012 Citizenship Platform
  • 27. Eligibility Award winners (selected by judges) who will also attend the Finalists Weekend will get: • $15,000The Dell Social Innovation Challenge is open Tomberg Prize in Environmental Sustainability •to university and college students around the $10,000 Best Innovation Leveraging Technologyworld. Participants can create project entries. presented by Dell 200+ Semi-Finalists (selected by judges) will receive: • 1:1 mentoring by a DSIC-certified mentor to refine the project page and required materials for the finals. Judging criteria The judging criteria are:http://facebook.comThe Dell social innovation website says: 1. Clarity of the innovation and significance of social impact.Anyone and everyone can join our growing online 2. Demonstration of a high probability ofsocial innovation community and support studentson their projects but only currently enrolled and college students may create project 3. Potential impact after winning DSIC.entries and compete in our annual grand prizecompetition.The annual Dell Social Innovation Challenge isopen to college and university students acrossworld. The competition has participants fromAsia, South America, Africa, Australia amongother places.Awards and mentorshipFive grand prize winners chosen by judges baga total of $105,000. People’s Choice Awardsare based on online voting. Category winnersget $1,000. Semi-finalists are mentored byDSIC-Certified mentors. Source: challenge-student-innovators-win-big Dell is looking for social innovators who can create a global impact with ideas that can significantly curtail existing social or environmental problems. The judges include an esteemed panel of experts from various social and environmentalThe Dell website explains: fields from across the world. The 3 main judging criteria according to Dell are: 1. Clarity of theWe provide university students with world-class innovation and significance of social impact. 2.teaching and training, as well as with start-up Demonstration of a high probability of and access to a network of mentors and 3. Potential impact after winning Dell Socialadvisors. There are Grand Prizes, Expertise awards Innovation Challengeand People’s Choice awards.Five Grand Prize winners chosen by judges bag Missioncash prizes amounting to $105,000. The People’s The mission is to identify and supportChoice Awards are based on online voting in 17 promising young social innovators whocategories. The winner in each category gets dedicate themselves to solving the$1,000 prize. The award list is as follows- GrandPrize Awards • $50,000 grand prize • $20,000 world’s most pressing problems with theirsecond prize • $10,000 third prize Two Expertise transformative ideas. 27
  • 28. information, work experience and educational background. Users can follow projects or people, find project team members, attract support for personal projects or vote for projects as well. Dell and Corporate Citizenship Dell has undertaken many CSR activities.Source: Glabally, Dell strives to make “livingExplaining the mission, Dell states: green” easier for customers and provides underserved youth access to technology,The mission is to identify and support promising education and training.young social innovators who dedicate themselvesto solving the world’s most pressing problems withtheir transformative ideas.Community buildingUsers can create a profile with personalinformation, join an existing team, find projectteam members,follow projects, attract supportfor personal projects and vote for projects. Source: Dell has undertaken corporate citizenship projects in the past. Previous activities include Dell’s Go Green Campaign. Dell’s CSR mantra on their website is Across the globe, Dell strives to make being “green” easier for customers and provide underserved youth access to technology, education and training so they can unlock their true potential. This philosophy drives the way Dell approachesSource: and engages its communities, people andDell has a separate community section where the planet. Dell believes that access to thepeople can get a lowdown on projects, other right tools and skills, people, organisationscommunity members and gather support or and communities can help achieve projects through various functions. Dell’s CSR activities spread across corporate responsibility reporting, environment,A glance at the community shows 93,000 communities, diversity and inclusion, corporateregistered profiles with 68,000 general public, accountability, governance and supply chain.24,000 students and the rest mentors andfaculty. Each member has an influence score — Corporate citizenship throughsomething like a Klout score — that is measuredon the basis of activity, profile views, projects social innovationsupported, votes for projects and popularity The Several brands are using social innovationpage also has a Twitter stream that shows what to elevate corporate citizenship. Leadingpeople are saying about the platform. companies such as Shell, Abbott Laboratories,Users can describe themselves in the ‘About’ Dow Corning, and IBM are using varioussection where they can share personal models of social innovation. Volume 1, Issue 2, Corporate Dell Social Innovation April-June 2012 Citizenship Platform
  • 29. Corporate social innovation is defined as: Corporate Social Innovation is when commercial companies integrate innovative solutions to a problem or a need on a society level in their core business, through core competences. Like Dell, an increasing number of brands are using social innovation to elevate corporate citizenship. LeadingSource: companies such as Shell, Abbott Laboratories, Dow Corning, and IBM are using various models and methods of social innovation. With the internet strengthening its impact in developed countries and growing in developing countries, social, economical and environmental solutions can now be addressed from one end of the world for problems in the other and the trend is certainly here to stay.Source: 29
  • 30. Crowdsourcing
  • 31. Heineken Ideas Brewery Eligibility The challenge is open to residents who are of the legal purchasing age for alcohol in their country of residence from Austria, Brazil, Canada, China, Germany, India, Italy, Japan, Netherlands, Spain, UK & US. The deadline for submission is May 8th 2012.Source: http://ideasbrewery.comHeineken Ideas BreweryHeineken launched an open innovationplatform: wherepeople from around the world are invitedto share their ideas on challenges relatedto the product and innovation. The firstchallenge was on the future of sustainable Source: packaging. online-collaboration-platform/In March 2012, Heineken launched Ideas Brewery, The challenge is open to residents of Austria,its first open innovation platform. Through Brazil, Canada (excluding Quebec and Yukon),it, innovators were invited to share ideas on China, Germany, India, Italy, Japan, Holland,challenges posed by the beer major. The first Spain, UK and US (excluding California). Thewas on the future of sustainable beer packaging. deadline for submission of entries for the firstHeineken was looking for ideas on sustainable stage was May 8, 2012. Participants must be ofmaterials, sustainable transportation and legal purchasing age for alcohol in their countryrecycling. of residence.This challenge runs till June, after whichHeineken will launch more such efforts. 31
  • 32. Contest flow The jury – which included innovation, sustainability and industrial design experts –In Stage 1, participants signed up, selected a winner.created a profile and submitted their idea The jury included Willem Van Waesberghe,with 3 images to accompany the pitch global research and development director ofexplanation. Shortlisted candidates worked Heineken; Jacquelyn Ottman, sustainabilitywith Heineken experts in a closed online expert; and Janne Kytannen, creative director ofenvironment to upgrade the selected ideas Freedom of stage 2. Selection criteria Participants were assessed on innovativeness, feasibility and number of votes gathered across social media. The ideas had to cover one of Re-using and re-cycling of packaging, Discovering new packaging materials or TransportIn stage 1, participants were invited to sign up,create a profile and submit their ‘elevator pitch’(150 words) with three supporting images.The website said:You can upload one to three images to explain youridea. This could either be a drawing, a mockup or aphotograph. Anything that helps sell in your idea.Additionally, participants could send a PDF witha detailed explanation. The pitch could also beuploaded on YouTube.In the second stage, shortlisted participantsworked with Heineken experts in a closed onlineinnovation environment to refine the selected The ideas and solutions had to be in at least oneideas. of the following categories: 1. Reuse and recycle packagingThe winner Participants would ensure that a large amountAn official jury made up of experts in the of beer packaging will be re-used or re-cycled.fields of innovation, sustainability andindustrial design selected one winner from 2. Discovering new packaging materialsStage 2. The winner will receive $10,000 Participants would suggest new materialsand recognition by being awarded a place in that significantly improve the life cycle ofHeineken’s history. packaging. 3. Transport Participants would share ideas that maximise transport efficiency.Source: Volume 1, Issue 2, Heineken Ideas Crowdsourcing April-June 2012 Brewery
  • 33. Promotion for votesParticipants were encouraged to promotetheir ideas via social networks to get morevotes. This increased visibility and virality tothe brand & cause, and gave voters a senseof ownership to the community through thefinal results Source: http://www.sustainabilityreport.heineken.comSource: Source:!/IdeasBrewery The idea portal fits well with the brand. Heineken aims to lead the industry by example, use natural resources with dignity and respect, and to entertain the rights and demands of employees, stakeholders and consumers. Heineken is a proud, independent global brewerThe first stage encouraged participants to committed to surprising and exciting consumerspromote their ideas within their social networks with its brands and products, which is why itas the number of votes accumulated were a focuses on innovation.factor. Heineken is also committed to the responsibleParticipants could go to ‘submissions’ and click marketing and consumption of more than 200on the Facebook or Twitter button to share ideas. international premium, regional, local and specialty beers and ciders, which include Amstel,Sharing ideas across social networks adds virality Birra Moretti, Desperados, Foster’s, Heineken andto the initiative as friends, family or supporters Newcastle Brown Ale.share the idea and comment on it. This sparksconversations on the web and augments a word- As mentioned by the CEO of Heineken in theof-mouth buzz for the campaign and the brand. Heineken Sustainability Report:Voters and supporters get a sense of By living our values each and every day we have theownership and belonging to the community as opportunity to create a sustainable business thattheir activities help influence the results. we will be able to pass on to future generations of employees.Heineken : The Brand Heineken is dedicated to sustainability and wantsHeineken is dedicated to sustainability. to become the world’s ‘greenest’ brewer. TheIt’s ambition is to become the ‘greenest’ strategy behind the ambition has been groupedbrewer in the world through innovation. into three pillars:The strategy behind this is to ‘improve’ 1. ‘Improve’ the environmental impact of theirthe environmental impact of their brands, brands‘empower’ people & communities, and 2. ‘Empower’ people and communities‘impact’ the role of beer in society. associated with Heineken 3. ‘Impact’ the role of beer in society 33
  • 34. Heineken and Corporate improve and measure their environmental performance, contribute to communities andCitizenship engage with internal and external stakeholders.Heineken’s sustainability ambitions Heineken released a sustainability report forare captured in the ‘Brewing a Better 2011 to showcase its building of a sustainableFuture’ initiative. Heineken have already business. The report throws light on the greenparticipated in several activities to support challenges Heineken faced and how it fared. Inthe initiative. They have identified certain most cases, it passed the test. The challengesgreen challenges to achieve within the 3 come under the umbrellas of ‘Improve’,stylos of Improve, Empower & Impact ‘Empower’ and ‘Impact’. Heineken’s global sunrise campaign made responsible consumption aspirational. As mentioned in the sustainability report: ‘Sunrise’ reinforces the importance of staying in control and celebrates moderate consumption. The idea is to show that enjoying Heineken® in moderation can be an integral part of connecting and engaging with friends, meeting new people and exploring new experiences. Launched during the festive season to maximise the relevance, attention and impact of the message, the campaign was seen by approximately 2.5 million adult consumers across the globe via HEINEKEN’s YouTube channel, Facebook fan page (34,000 visits and 27,000 interactions) and This campaign is the next step in Heineken’sSource: long-term commitment to encouragewhat-weve-done.html responsible consumption. Co-creation of ideas through open innovation Heineken feels the best way to meet the challenges is by listening to a new world of ideas and connections that could strengthen the case for competing commercially on sustainability through innovation and by eroding boundaries between the brand and the stakeholders.Source: embarked on its sustainability missionwith the ‘A Better Future’ initiative. The 10-yearjourney is expected to have a significant impacton the way they bring products to market, Volume 1, Issue 2, Heineken Ideas Crowdsourcing April-June 2012 Brewery
  • 35. mentioned on the Ideas Brewery website:As the world’s most international brewer, we havea relentless focus on innovation. Great ideas andsolutions can come from anywhere. From withinour organisation or from outside. That’s why weinvite you to join us and challenge the status quo.Heineken believes that listening to new ideasand connections will strengthen its competingpower and sustainability. It will also bridge Source: http://www.ecomagination.comthe boundaries between the brand and its While crowdsourcing is not new, social media hasstakeholders. taken it to another level by turning consumersJournalist Phil Drew in his article in ‘The into brand advocates.Guardian’, ‘Can crowdsourcing really crack Brands like GE, Dell and Mahindra havecorporate sustainability?’ said: crowdsourced ideas for the community and environment, while Starbucks and Coca-ColaEroding the boundaries between that business and have done it for the brand and the product.its consumer-supplier-stakeholder universe canonly help to reinforce the ineluctable connection While crowdsourcing for Heineken worked for athat all businesses today have with the changing few, the initiative had a few sceptics.environment around them. Wesley, a blogger, loved the idea: I’m not going to pretend to be the biggest HeinekenHeineken identifies Social Media fan in the world. As belgians, we are actually notas ideal Crowdsourcing Channel suppposed to like Heineken at all, period ! However, I love their crowd sourcing campaign HeinekenBrands like Starbucks, GE have used social Ideas Brewery . Everybody is invited to share theirmedia to source insights because of its thoughts on the future of packaging and whatability to spark conversations, diversify to do to make it all more ecological. Some of thecommunication through various content ideas are quite wicked , but it’s just by thinking thepegs, dynamicism, instant interactions with impossible that the possible gets discoverd (sic).ideas through engagement tools such as Guardian reader, David, on the other hand, had‘vote’, ‘share’, etc. his doubts: Perhaps I’m old and cynical but the usual reason for trying outsourcing is that you hope some 35
  • 36. altruistic experts will solve problems for thecompany for free. Yes, instead of having to payexperts to do the thinking and come up with brightideas, the crowd can do it for you for nothing.Benefits for HeinekenConsumers will be better disposed towards Source: http://facebook.comHeineken for getting the chance to shape Consumers will warm up to Heineken as theyits future and for its transparent corporate get a chance to contribute to its activities andsustainability efforts. Heineken will benefit for its transparent corporate sustainabilityfrom much deeper consumer insights. effort. The brand will also benefit from deeper consumer insights and enjoy an enhanced reputation through its corporate citizenship and sustainability initiatives.Source: Volume 1, Issue 2, Heineken Ideas Crowdsourcing April-June 2012 Brewery
  • 37. Pepsi Pulse Digital dashboard for pop culture Pepsi Pulse – launched on April 30 and part of the beverage major’s ‘Live for Now’ global campaign – is a social-media-driven interactive dashboard for everything on pop culture in real-time.Source: platform lives @Pepsi.comPepsi Pulse  features a fresh set of pop-culture-based articles that are scored bySocialFlow’s technology to rank interestand resonance of the articles against anaudience on Twitter.Pepsi recently introduced its newest product, butit’s not a soft drink. Pepsi Pulse, a social-media-driven interactive dashboard for everything onpop culture, went live on April 30 in the run-up toPepsiCo’s celebrity-infused ‘Live for Now’ global ad Source: that premiered on May 7. The research revolved around finding out how PepsiBrad Jakeman, president (global enjoyment, loyalists defined themselves. Jakeman said thatbrand) and chief creative officer at PepsiCo said: what emerged was “the notion of making the most of every moment”. Now, that’s being translated into” ‘Live for Now’ came out of the desire to build a an overall global campaign statement, anchored byglobal positioning for our flagship brand, Pepsi.” Pulse. 37
  • 38. Pepsi Pulse marks an ambitious foray into socialmedia and a brand-wide re-emphasis on popculture and entertainment, long a Pepsi staple.Shiv Sing, global head of digital at PepsiCo said:“It’s not enough for a brand to just say something; it Source: has to live it.” Pulse is launching in beta now and Simon Lowden, chief marketing officer, Pepsi BeveragesIn the spirit of what the company is calling the Now Company, said that over time the brand will buildCulture, the HTML5-powered Pepsi Pulse will in other features, such as geo-targeting andprovide engaging aggregated content for users, special offers with selected partners that focus onwith immediacy and interactivity. Ultimately, Pepsi “how to make the most of now”. Partnerships willwants Pulse to invite and inspire consumers to live include those with daily-deals sites to promotein the moment by knowing what’s hot across the events across the US.web so that they can be the first among their friendsto share the information. Pepsi Pulse, which resides at its own web destination as well as on the Pepsi home page,Pepsi Pulse serves as a “dashboard of pop culture”, has been retooled into the new dashboard. Thispulling pictures, tweets, and news from premium dashboard is the latest installment of a cybercontent sources, filtered by social ranking, to gather strategy that included last year’s debut of Soundthe top 10 stories at any given moment. Users can Off, an online destination that encouraged visitorsorganise content around categories such as music, to comment on The X-Factor, a Fox network realitydesign and sports. show whose sponsors included Pepsi. In April, the company held an “internet taste test” in whichAside from producing these pop-culture cheat actors used Facebook profiles to impersonate realsheets, the site will live-stream concerts and feature consumers trying Pepsi products, and shared thean interactive component, with challenges from spoof videos with participants. This time, PepsiComusicians and celebrities like Nikki Minaj who has tapped Joe Jonas, the Jonas Brother bandendorse Pepsi. Minaj, for instance, might ask her member, as brand ambassador for the celebrity-10 million Twitter followers to send her pictures infused ‘Live for Now’ campaign.of their alter egos (her’s is ‘Roman Zolanski’),which will be displayed on Pulse. The dashboard The campaign’s social media dashboard will servealso highlights celebrity Twitter messages and not only as a key content source around music,tweets from people using hashtags #NOW or design and sports, but will also be a campaign#LiveForNow. centrepiece with social media. Consumers will be encouraged to tweet, ‘like’ and pin items from the dashboard.The brand ambassador Some of the most interesting and unexpected newsJoe Jonas, Disney star and musician, will that can be found on Pulse includes informationprovide engaging content focused around on the Santa Barbara Film Festival, the 15 Sexiestthe ‘Live For Now’ campaign, and will tweet Superheroes, tips on taking your next road trip,using the hashtag #LiveForNow. Beyonce being named the Worlds’ Most Beautiful Woman and even TED Talks. The initial reviews about Pulse are positive. Interesting, unexpected news Pulse has had a major impact on the brand. Pepsi now has a fresh and popular culture created especially for it. The number of conversations it has sparked off online is another advantage. Volume 1, Issue 2, Crowdsourcing Pepsi Pulse April-June 2012
  • 39. Celebrity-heavy The campaign will include celebrity chal- lenges and updates, which urge their fans to participate and respond, ultimately “inspiring and getting consumers to live in the now”. Source : a world that’s swiftly being reshaped bytechnology, even well-established brands haveto play by the new digital rules. Pepsi’s ambitioussocial media strategy, understands that cyberspace Source : works-with-socialflowis fertile ground for building relationships withcustomers who might not be reachable through Inviting and inspiring consumersprint or TV advertising. Pepsi wants its consumers to live in theThe brand is focused on music to catch the young moment by knowing what’s hot across themarket’s attention. Over the years, Pepsi has web so that they can be the first among theirfeatured musicians such as Michael Jackson, friends to share the information.Ray Charles, MC Hammer, Britney Spears andBeyonce in its marketing. Therefore, Live for Nowand Pulse sound more like a rite of passage for thebrand, which hopes to strengthen its connectionwith entertainment globally. Source: 39
  • 40. The Fancy What is Fancy? Fancy is a store, blog, magazine and wishlist modelled on the lines of Pinterest. It allows users to discover and curate items into lists and connects them through shared tastes and interests. Fancy, according to its about page, is ‘part store, blog, magazine and wishlist. It’s a place to discover great stuff, to curate a collection of things you love, to get updates on your favourite brands and stores and to share your discoveries’. The objective of the social photo-sharing website created by Joseph Einhorn is to connect its users through shared tastes and interests.Source: The design and functions are modelled on Pinterest – people can ‘fancy’ (curate) items into lists Pinterest parallels The network lets users ‘fancy’ (pin) products into over 15 categories, ranging from art and apparel to gadgets. It is a social photo- clipping/bookmarking service for users looking for unique products.Source: Volume 1, Issue 2, Crowdsourcing The Fancy April-June 2012
  • 41. more about inspiration, creativity and things to do. As mentioned by ‘Stylist’ writer Diana Nguyen: A similar outline and display to online pin-board phenomenon Pinterest, The Fancy allows users to showcase more of what you want — travel destinations, food and material objects — rather than what’s inspiring or creative. And because the products are “Fancy’d” based on desire, the boards definitely showcase more of a high-tech and, well, fancy scale. From cars to clothing, users can fancy items into 15 categories. A step aheadSource: Pinterest built a user base of over 11 million but struggled to establish a major revenue stream. Path beat Pinterest by monetising user-curated collections of images that allowed users to buy ‘fancied’ items. Source: like users pin their favourite items into listson Pinterest, users can ‘fancy’ their favouriteimages into lists on The Fancy.However, the content on The Fancy is differentfrom Pinterest’s; it’s all about unique and rareitems curated on the website.As mentioned by Macstore reviewer, LukasHermann:Fancy started as somewhat similar to Pinterest,where you can “Fancy” the gorgeous products thatare found in the site. It’s a social photo-clipping Source: that’s very popular among people who like fancy-beats-pinterest-to-monetization/looking for unique and rare things.The Fancy is also more about the kind of items/products that users desire, while Pinterest is 41
  • 42. While Pinterest gathered a user base of 11million, it still hadn’t created a major revenuestream.The Fancy beat Pinterest by monetising itsuser-curated images. It announced in February2012 that it would begin conducting transactionsdirectly on its site. Earlier, the start-up linkeditems to third-party assets if users wereinterested in purchasing the item they ‘fancied’.The Fancy takes a cut on each purchase.This is an interesting strategy – especially for Source: impulse-shopping-into-an-art/Pinterest, which hasn’t been able to monetise itspopularity. As far as the business model goes, what makes The Fancy brilliant is that while other socialThe move was lauded by social media networks rely on advertising for revenue, Theenthusiasts and online buyers across the world. Fancy built a sustainable business model.Forbes contributor Matt Miller wrote : The process is simple. When a user fancies anBuying items on the site is also a great financial item, brands and retailers bid to sell it. Oncemove for Fancy, because they can take a cut of approved by the network, the seller sets the priceeach purchase made on the site, as Mashable based on the demand (number of fancies) andreported. This is an interesting strategy, especially The Fancy gets a percentage of what the buyerfor Pinterest, who hasn’t been able tomonetize(sic) pays.the popularity of its site. Forbes writer Hannah Elliot explained the processMashable reader Ben Chua testified: in ‘Fancy turns impulse shopping into an art’ :Yet to check out the site so no comments on Fancy. Here’s how it works. I spot a photo of a guy wearing Maison Martin Margiela boots on my favoriteBut if you go to Quora and ask about reasons for menswear blog, save the image, add a title andthe rapid growth of Pinterest, you’ll find Semil upload it to my Fancy feed. I link to the MargielaShah’s FANTASTIC answer on how Pinterest can site, write a comment and file it under the “men’s”be a potential game changer- if, and only if, they category. As the photo goes live, the notes I addedcan allow people to buy directly on the site from join Fancy’s database, which indexes the bootsthose pretty things they see there. And Fancy is thanks to the tags, title and key words in thedoing that right now comment section.Link to the Quora’s answer mentioned above – Soon after, a sales rep from Margiela checks the site and sees my post—or, if he has an account,the-rapid-growth-in-daily-and-monthly-active- gets an e-mail notice. Creating a listing for the newusers-of-Pinterest product in his vendor profile, the rep tags it with key attributes and submits it to Fancy, which checks toStrong business model ensure the link between the photo and seller is legit and the product for sale is of a high quality.Whenever a user ‘fancies’ an item, brandsand retailers can bid to sell that specific This is different from most social commerceproduct. Once approved, they set the price models. While brands and businesses try to reachand quantity; Fancy gets a percentage of the out to consumers through spam mailers andcost. deals on social media, The Fancy’s users look for products they like, while brands and businesses decide its price. Founder Einhorn stated his understanding of the model:Source: What we’re saying is, let’s find out about the coolest stuff in the world through people who have Volume 1, Issue 2, Crowdsourcing The Fancy April-June 2012
  • 43. amazing taste, and then we’ll ‘fancy’ it, and, if This statistic might be obvious given the fact thatmerchants and brands are seeing demand forming clicking on Pinterest’s homepage leads to imagesaround a place or product that they want to sell, of a silk taffeta dress, fresh strawberry cake recipethey’ll come to us. and an expensive pair of shoes, while on The Fancy it leads to images of an iPhone watch andIn contrast, most social networks don’t have an Audi Sport Quattro S1.a monetisation strategy at launch and hopethat the revenue falls in place through forced As mentioned by Techcrunch writer Sarah Perez:innovations. For starters, Pinterest users are predominantlyTechcrunch reader Dan Farfan wrote: female, and seem happiest when pinning things like craft projects, recipes, funny quips aboutTerrific idea, The Fancy. Well done! Social media parenting, motivational sayings, decorative itemsturned e-Commerce has tons of potential. I like for the home, and other types of photographicit when the startup has a clear business model inspiration. Meanwhile, Fancy’s users are currentlyinstead of getting huge then breaking itself 60 percent male, and are more often postingdesperate for revenue. My startup does Social consumer goods of the variety; high-Media turned gaming (selling virtual goods fashion clothes and accessories and photos ofrevenue model, with a twist). People already exotic locales.posting billions of new photos on Facebook everymonth. Lots to play with. This is an interesting statistic as, in the US, AdAge reported, women purchase more online.Website analytics 12.5% of female internet users [made] an online purchase in February 2010, compared to 9.3% ofStatistically, Pinterest drives more traffic but men,” AdAge said.Fancy users are more engaged. An average The Fancy might attempt to incorporate moreFancy user creates 22 times more content. content that women relate to, in order to increaseAlso, 60% of Fancy users are men compared 31% on Pinterest. Competitor to Amazon, threat to PinterestSource: Fancy considers itself a competitor to Amazon. While users can ‘collect’ and share products and services, just like on Pinterest, Fancy is a marketplace that enables the purchase of goods and services.Source: speaking, while Pinterest has donean impressive job of driving traffic, The Fancy’susers seem far more engaged.Pinterest’s 11 million users have generated over32 million posts, while The Fancy – with just250,000 registered users – has generated 16.7million posts. Its users are generating 22 timesthe amount of content that Pinterest users arecreating. This means that, on average, everyThe Fancy user is creating 66 posts, while onPinterest the number drops to 3. The genderdemographic differs greatly too.About 60% of this new site’s users are men,according to TechCrunch, compared to 31% onPinterest. In fact, 97% of the people who likedPinterest’s Facebook page are women. 43
  • 44. Source: http://www.twitter.comUser engagement statistics prove that if TheFancy focuses more on driving traffic, it could bea major threat to Pinterest, given that it plays thesame role with the added purchase option.While comparisons to Pinterest areunderstandable because of the similar designand features, The Fancy prefers to think of itselfas a competitor to Amazon as it considers itself amarketplace. Source: want-buy-stuffFor merchants, The Fancy is a fully functional The Fancy turns social discovery into sociale-commerce platform – they can manage commerce. It provides the complete shoppinginventory, calculate shipping, print shipping experience by allowing users to ‘window shop’labels. by browsing through product pages. Users canEinhorn said in an interview with Bloomberg discover products they like by browsing variousWest: categories. The advantage that The Fancy has over Pinterest is that it allows users to ‘shop’ asWe’re actually just trying to be like a newer well as ‘window shop’.version of The big difference beingon Amazon, you know what you’re looking for… ‘Forbes’ writer Matt Miller wrote:whereas on our website you are finding out aboutthe coolest stuff from people who have great taste. One thing that you can’t do on Pinterest – that you can do window-shopping or in magazines – is buyAs for Pinterest, Einhorn explained: the stuff you’re looking at directly. This is whereWe’re really different in that rather than just being a Fancy has the jump on Pinterest.broad self-expression platform or a broad discovery On Amazon and other online stores, users knowplatform, we’re really laser-focused on trying to get what they want to buy and don’t discover newpeople to buy things on our system, which I don’t things they would like to buy along the way.think that site is doing. Striking user-curated photos, shoppingSocial commerce opportunities via accidental discovery… it’s a new retail model in the making.Fancy completes the online shoppingexperience by combining window shopping As stated by Sucharita Mulpuru, an e-commerceand purchase. Pinterest only allows ‘window analyst at Forrester Research:shopping’, while online stores like Amazon On you never know what you’llare restricted to ‘shopping’. find: gorgeous photos of the Pacific Ocean off Samoa; young women in Fendi and Dior; artwork by Damien Hirst and KAWS. It’s like listening to Spotify instead of your own playlist, letting serendipity guide your shopping nose. The Web is very much about spearfishing and people looking for things they already know they want—that’s why Google has been so successful. The Fancy provides a 360-degree online shopping experience.Source: Volume 1, Issue 2, Crowdsourcing The Fancy April-June 2012
  • 45. Platform for visual brandsExperts observe that the layout and userinterface of Fancy creates opportunitiesfor brands to build awareness by drivingconversations and generating sales throughvisual enticement. Source : curation The Fancy is a hit partly due to its developers’ understanding of the need for structured social curation, which has been around for a while. It can be compared to networking in the sense that it always existed offline.Source: There was always a need for curation, as Erica Friedman explained:The platform visually entices customers throughits interface. Brands are starting to see the sense Once upon a time, back when we didn’t have thein operating on The Fancy, especially those that Internet, I remember folks spending an afternoonhave visual and aesthetic appeal. Already, more cleaning up their Rolodex files; pulling out old,than 800 brands have signed up. unneeded contacts, updating others. Human nature doesn’t change. Needs don’t change. All that’s changed is the technology.The year of curation? As social media evolved, long-form content,2012 could be the year of social curation, which can be a barrier to participation, changedwith users preferring to consume content to suit users’ requirements and the way theyrather than create it. Part of the success participated in conversations.of The Fancy is attributed to social media Pinterest and The Fancy understood that mostadapting to push-button content curation. users want to consume content in a structured manner rather than create it themselves, which is why experts predict 2012 to be the year of social curation. Other social networks understand this too, which is why they are racing to incorporate push-button features. Whether it’s the Facebook ‘share’, Twitter ‘retweet’ or Tumblr ‘re-blog’, social networks don’t want to miss the curation bus. Way ahead: E-commerce social networking Discovery and buying behaviour are often influenced by public opinion. The Fancy combines push-button content curation, social networking and e-commerce to create a special online shopping experience. 45
  • 46. Source: The Fancy also updated its apps for the iPhone and iPad. Previously, the apps limited activity to browsing and collecting images, but they now allow users to make one-click purchases, making a successful transition from e-commerce to m-commerce. By doing this, The Fancy has opened new avenues, entering a mobile retail market expected to touch $10 billion in the US this year, according to a Forrester forecast. By 2016,Source: Forrester estimated, mobile retail sales willThe incorporation of social networking is said to exceed $30 the future of e-commerce. The service distinguishes itself via the contentWhat you discover and buy is often a result of and the idea of combining the advantages ofwhat friends or trusted inner circles recommend. social networks with selling products to create aThis is why social networking will play a crucial special mobile shopping experience.role in highlighting products tailormade for thepeople, by the people. The futureIf you follow people whose tastes are similar to With over 250,000 registered users, Fancyyours, chances are that you’ll end up discovering raises $50,000 in sales every week. Somemany products that you want. experts predict an acquisition soon, whileSocial media experts like Elliot think that The others suggest Pinterest will embraceFancy combines the best attributes of networks e-commerce and curb Fancy’s create a complete social e-commerceexperience.About Einhorn, she said:He’s a dangerous comer in e-commerce. His Fancylets you buy high-end things on a website aseclectic as Pinterest, as stunning as Tumblr and asmoney-driven as Amazon.From e-commerce tom-commerceThe Fancy is also available on mobileplatforms. The apps initially only allowedbrowsing and collecting images, but now Source: users make one-click purchases as well. pinterest-rival-the-fancy/ Volume 1, Issue 2, Crowdsourcing The Fancy April-June 2012
  • 47. basis of your Facebook likes, interests, hobbies or past purchases. Some practitioners also said that The Fancy’s honeymoon period would end the day Pinterest adds e-commerce. A conversation between Flavio and Mark Evans on the Sysomos Blog indicated that.Source: Flavio said:Since its launch in February 2012, The Fancy hasconsolidated a user base of 250,000, generating I think, like you said, The Fancy is more likean average of $50,000 in sales every week. “buzzword” right now because is the same Pinterest equation but e-commerce added feature.Many social media experts like WebAddict Nearly being e-commerce platform i think Pinterestblogger, Yasser Buchana, predicted a social focus is to add “personalization” and “identity” tomedia major like Facebook taking over the users engaging brands online. I think sooner orstart-up: later Pinterest will add e-commerce factor to itsFresh from announcing the acquisition of platform but Pinterest has much more, Mark Zuckerberg, Facebook founder than The Fancy does right now.and CEO is said to have joined. Furthermore, Mark Evans added:The site is said to have hit over a million usersand growing - one could fancy, The Fancy being I agree it’s only a matter of time before Pinterestacquired by Facebook anytime soon. embraces e-commerce. So far, it seems intent on building the user base and user experienceIt would make sense for both parties as The before it turns on the e-commerce engine.Fancy would be able to incorporate more social Thanks for the comment. Marktools and functions. It’s more a question of when, rather than if,Perhaps it could get the interest graph more into Pinterest will incorporate e-commerce. Till thenplay by adding a Pandora-like feature by which an at least, The Fancy can ride high.algorithm would suggest products to buy on the 47
  • 48. Storytelling
  • 49. Vook Multimedia e-books Vook lets users create multimedia e-books with audio, video and images that can be dragged and dropped into the documents,creating an enhanced reading experience.Source: http://Vook.comVook is a public, cloud-based e-publishingplatform that allows authors to create great-looking digital books, distribute them one-book stores and track sales for a fee.Vook is an intuitive, easy-to-use cloud-basedpublishing platform on which authors cancreate, edit, style, publish and track sales of theire-books.Vook was founded in 2009 by serial entrepreneurBrad Inman with the vision of lighting up contentin the post-PC world. It works with severalcontent partners, including NBC, Simon andSchuster, ABC and Hay House. It also works withall major distribution channels such as Apple,Amazon, Google and Barnes and Noble. 49
  • 50. Source: Source: http://Vook.comThe difference between e-books and ‘Vooks’ isthat Vook lets users create multimedia e-bookswith audio, video and images that can be draggedand dropped into books, creating an enhancedreading experience.Vook has tools for easy image editing (imagescan be resized within the e-book editor), granularadjustment (fonts, headings, layouts) and otherelements.Among potential clients are bloggers andindividuals interested in distributing existing ornew content to which they can add sound, imagesand videos. For instance, Google chose Vook to Source: its e-book ‘Winning the Zero Moment of Vook did not start off as a self-publishingTruth’. platform. It was a digital publisher working with prominent media personalities. It launched onVook’s system is similar to Apple software, as October 1, 2009, with four titles published inpointed out by blogger Craig Morgan Teicher: partnership with Atria.“Vook’s system will be familiar to anyone who has In 2010, Vook partnered with NBC Universalused, for instance, Apple software like iPhoto, iWeb and Perseus Books to launch ‘JFK: 50 Days’, anor Pages–it’s all drag-and-drop and easy to use. It’s interactive e-book, and the ‘Video Guide’ series,far simpler to use than professional products like among other apps and e-books.Adobe Photoshop.” In 2011, Vook launched several new titles, including ‘TextVook’ (animated e-books andThe origins apps on academic subjects) and ‘Brief Histories’Vook launched in 2009 as a digital (historical overviews of popular subjects,publishing specialist, with four titles. Since enhanced with video and text). In all, Vook hasthen, it has worked with household names over 800 the media industry, publishing over 800multimedia e-books. Volume 1, Issue 2, Storytelling Vook April-June 2012
  • 51. Question marks about Publisher to e-book aggregatormultimedia books Eventually, Vook decided to change fromPurists did not take well to multimedia a publishing house to a conversion servicee-books. They felt that reading was all about that enables people to make and sharesetting the imagination free and not about books. This fitted well with its ambition ofimages or videos. The charm of a book lies encompassing the full production the reader’s interpretation, they felt. Source: there-a-market-for-enhanced-ebooks/Source: shunned multimedia e-books as they feltvideos and images upset their thought processand imagination. The beauty of a book lies in thereader’s interpretation, they felt.Avid reader Anna Jacobs was among the skeptics:I like to let my imagination fly when I read a book. Idon’t want it cluttered with pictures, interpretationsand extraneous info from other people. The Vookdoesn’t tempt me at all. In fact, though I can see Source: uses of e-books, they don’t tempt me personally become-an-e-book-publisher/either. At its most basic, I’m clumsy and drop booksall the time. I’d soon break an e-book gadget. And Vook changed course, turning aggregator fromafter a ten-hour day on the computer who wants publisher in late 2011, as there were questionany of these gadgets in the evening? marks over the success of e-books.Karen Wester Newton agreed: Vook switched to public beta, letting anyone publish and track their e-books. Vook felt that thisI don’t see Vooks as a predominant “literary” form. new cloud-based creation tool would set themIt seems to me people who want to watch video will apart from the distributors, allowing authors torent or buy a movie and people who want tor read upload and work on the document from nearlywill buy or borrow a book. Plus, they can only be on computers, which limits where theycan be consumed. They must also be one heck of a As mentioned on ‘The Digital Reader’ by writerlot more expensive to produce than a book. Nate Hoffelder:A minority, though, including Keith Staskiewicz Vook have just announced that they’re not goingfelt that Vooks (video + books) had a place in the to be publishing their own enhanced e-booksmarket: anymore. They’re now going to make a push to become a conversion service which anyone can useBook purists — or even e-book purists if those exist to make an e-book with embedded audio and video.yet — shouldn’t be afraid of the Vook taking the They’re not giving up on the market niche, but theyplace of their cherished texts anytime soon. Atria did pivot and go in a different direction.and Vook intend it not as a replacement for lyingon the beach with a Crichton or a Patterson, but as This fitted well with Vook’s long-term strategy,an in-between option, for when your bus is stuck in as noted by its VP of business developmenttraffic or your kid’s soccer game goes into overtime. Matthew Cavnar: 51
  • 52. While the platform is fairly simple and intuitive, its We don’t take commissions — but we charge youambition is to encompass the full production cycle to use our platform on a subscription model. Thereof an e-book from start to finish. are other companies out there that offer a similar model — in fact, we had many potential partnersVook also changed its revenue model as there ask us for this model as they wanted to keep all ofwere doubts whether a market for it existed. their revenue.Revenue model Stories created faster, easierVook changed its revenue stream to a Vook makes it easy for authors to create andlicensing model by which users paid release their stories by simply uploadingmonthly subscriptions. It stopped taking a file and making changes to it. The key toroyalties on e-books sold by authors, which it is that authors can release e-books fast,meant that the business risk stayed with the without publishing Source: decided to switch to a licensing modelby which users paid a monthly subscription foraccess to the platform. The licensing slabs were‘Basic’, ‘Pro’, ‘Advanced’ and ‘Enterprise’.Vook would not take royalties on e-books, whichmeant that it created revenue at the author’s risk,as mentioned by Nate Hoffelder in his article‘Vook, A publisher no more’:Vook are in the process of proving one theory I hadabout enhanced e-books , e-book apps, and so on.While I am not sure there is a profitable marketfor enhanced e-books, I do believe that there isa market for a paid service to make enhancede-books . The difference between offering a serviceand releasing their own titles is that Vook won’t Source: http://www.Vook.combe risking as much of their own capital in makingan enhanced e-book. They will get paid based on The new platform makes publishing easy andsomeone else’s risk. eliminates the lags faced by several authors. Cavnar called it “just-in-time publishing”.The overall objective is to become an e-bookaggregator for major publishing houses, who can Editing is easy; users don’t even have to knowconnect directly with their audiences. Describing HTML or CSS. All they need to do is upload theirVook as a “publishing house in a box”, Cavnar file, add audio, images and documents, and makeexplained the rationale behind the revenue Volume 1, Issue 2, Storytelling Vook April-June 2012
  • 53. As Craig Morgan Teicher said: their own websites or distribution channels as well.The Vook platform is essentially an easy-to-useWYSIWYG (what-you-see-is-what-you-get) editor, Sales can be tracked in real-time through a toollike Apple’s iBooks Author app, but not restricted that resembles Google one e-bookstore. Users create an account, upload a file (the system accepts Vook charges no royalties; the authors keep it all..doc, .docx, .epub, .css, .png, .jpg, .mp3 and .mp4 The only revenue for Vook is an annual fee thatformats for text, images, video and audio) and then ranges from $79 per month ($849 per year) atbegin editing. Vook has created a set of templates, the basic level to $299 per month ($3,199 perthough advanced users can import their own style year) for professionals.sheets or create their own templates that can beused for other books. With the easy-to-use tools, Too expensiveauthors have total control over the look and feel oftheir e-books, from fonts and text size to margins Critics said that the platform doesn’t doand design. enough to justify its price tag of $79/ month ($849/year) to $299/month ($3,199/year) compared to Sigil, Bookbaby, CreateSpace,Sales tracked in real-time etc.After styling, authors enter meta data andpricing information. The e-book can bedistributed to Amazon, iBooks and BN.comor uploaded to e-bookstores. Vook providesa sales-tracking dashboard. Source: books/article/51217-Vook-launches-e-book-creation-and-publishing-platform-. html?utm_ Source: books/article/51217-Vook-launches-e-book-creation-and-publishing-platform-. html?utm_ The fee was deemed too high by several writers when compared to free or cheaper alternatives such as Sigil, Bookbaby, CreateSpace and iBook. ‘Publisher Weekly’ reader Laer Carroll said: I use Sigil (free) to create an EPUB for B&N, Calibre (free) to convert the EPUB to Amazon’s format, and (free) to convert.doc to PDF for Amazon’s CreateSpace. Vook way overcharges for their services. Newt Barrett, president at Content Marketing Strategies, a division of Voyager Media, Inc, explained why he loves BookBaby: Actually,, which I have used for CMI Books title, Managing Content Marketing, mayAfter creating the e-book, authors feed in the be a much better deal for basic e-book conversionmeta data and pricing. The system generates a & distribution. They charge a small upfront feepreview and e-mails it to the author. After making and a small annual fee to maintain distribution.changes, users can get an ISBN and distribute The author/publisher keeps 100% of the royaltiesthe book through Vook to Amazon, iBooks and paid–that would be 70% for Amazon, for Authors can sell their e-books through Moreover, BookBaby does all the conversion work. 53
  • 54. You just send them the pdf files for cover and complicated craft. Instead of just a diagram, thereinterior and you are good to go. could be actual videos on the more complicated steps. I saw this done with self-published cakeMany authors like the platform, but don’t think decorating books I helped with a few years ago.the price tag is justified. Charley Clift said: I love the idea! And while I prefer to curl up on theSeems like the high price is going to turn away a couch with a book, having an iPod or laptop wouldhuge number of would be loyal customers from probably please me as much as a printed innovative platform like this… Seems like the Keith Staskiewicz said in his article ‘What is atechnology behind it is top notch though. Vook and will it change how you read?’ why Vook works for non-fiction only:Vook works for non-fiction The format definitely lends itself better to certainMultimedia content has not worked types of books than others. Probably the mostfor fiction as videos stop readers from effective of the four inaugural titles is Returnexercising their imaginations. Non-fiction to Beauty by aesthetician Narine Nikogosian, a straightforward how-to manual for makingwork, like how-to books, have done better as your own mango moisturizers, white bean andvideo can help explain complicated steps. olive oil face masks, and prime rib au jus body scrubs. (All right, I made up that last one.) The video demonstrations that punctuate the manual seem pretty helpful, particularly on something as portable as an iPhone. And all that kitchen cosmetology really makes me think that this layout would be perfect for cookbooks (or cookVooks, if you will). A I could see instructional, or even self- help, Vooks as a totally viable alternative to trying to re-tar your roof with a book in one hand, a laptop in the other, and a TiVo-ed This Old House playing somewhere downstairs. Sadly, the fiction titles don’t work quite as well. The first, a Jude Deveraux romance set in 19th-century South Carolina, tries to use videoSource: clips to provide atmosphere, with fluttering shots of cernuous willows and Southern manses set to the book’s narration. But since the text was produced separately from the videos, the clips feel a little redundant and even distracting.Source: The future of publishing?Another downer was Vook not working for fiction.Critics said that videos and images stop readers Experts say if the price can be controlled,from setting their imaginations free while reading and a need is created for multimedia books,fiction. the deadly combination of self-publishing and multimedia books could well becomeMultimedia is generally considered helpful fornon-fiction work like how-to books. As mentioned the future of Cindy Blankenship in a comment on an articlein the New York TimesWhen it comes to fiction and exercising theimagination, I especially agree. However I don’tthink the videos replace the text in a Vook. It soundslike links to videos are added to the e-book toprovide supplementary material? This could bevery helpful in a how-to book, for example, on a Volume 1, Issue 2, Storytelling Vook April-June 2012
  • 55. Experts said that if the pricing can be revised and a need created for multimedia in e-books, Vook could set a precedent that combines self-publishing and multimedia. Lorraine Campbell said in a comment on ‘Are Vooks The Future of Book Publishing?’ written by Ty Mcmahon: I believe Vooks have a place in our society, like almost everything else. When I go to sleep I want to read a book, but if I’m traveling a Vook not only be lighter to carry, it might be more entertaining. There is already a need for self-publishing multimedia for non-fiction titles. If a need for multimedia content is created for fiction, Vook could be a game changer in e-book publishing.Source: 55
  • 56. Glassdoor The content includes jobs available, salaries offered, tips for interviews, company overviews, ratings, etc, enabling users to browse for all the relevant information on one website. This information is generated by job seekers, employers and companies, making it more legitimate. A unique feature is ‘Inside Connections’, a Facebook app that reveals the connections users have at a company – employees and ex- employees – from within their Facebook friends list. What job seekers want Job seekers look for portals where they can get answers to questions like ‘What’s theSource: job?’, ‘How much does it pay?’, ‘How is the work environment?’, ‘Who is the contactWhat is Glassdoor? person?’Glassdoor is a free jobs and careercommunity that offers an inside look atrecruitments and companies through‘employee-generated content’ byuncovering ‘Inside Connections’ throughFacebook.Glassdoor is a one-stop shop for online jobseekers. It is a free jobs and careers communitythat offers an inside look at recruitments andcompanies through ‘employee-generated Source:’ by uncovering ‘Inside Connections’ article.htmlthrough Facebook. Volume 1, Issue 2, Storytelling Glassdoor April-June 2012
  • 57. Glassdoor co-founder Tim Besse explained:What job seekers really want is all the answers onone page. What’s the job, what does it pay, whatis it like there, and who do I know who could helpme? Job seekers look for information that can helpthem get the right job quickly. They also want toknow more about the company, its salary structure,working environment, point of contact and so on. Itis these queries that Glassdoor addresses.One-stop shopGlassdoor compiles information onprofessional networks, job listings, reviews,salary reports, workplace photos andpresents them on one platform. Source: Glassdoor has a massive advantage over other networks as it is said to have details of more than 150,000 companies, including those listed on the Dow Jones Industrial Average and S&P 500, and featured in the Fortune 500 list, making it theSource: biggest online repository of information on the job market. CEO and Co-founder Besse said: We have as many baristas on the site as we do software engineers. And that’s something LinkedIn can’t say. Useful for potential employees Job seekers can search for positions, get a perspective on companies and check whichClaire Gordon said in her article ‘GlassdoorLaunches Social Network, But Can It Beat friends that have worked there. They canLinkedIn’: also gain insights on a company’s recruiting process.The Internet is a powerful streamliner. Butjob-hunting, as millions of unemployed Americansknow, is still an inelegant online experience, withseparate sites for job searching, company reviews,and professional networking. But Glassdoor has itseyes on the prize: a one-stop shop for all your job-seeking needs.Biggest company information Source: has data on more than 150,000companies, including those listed on theDow Jones Industrial Average and S&P 500,and featured in the Fortune 500 list. Source: 57
  • 58. Job seekers can search for positions, get a Through ‘Inside Connections’, every job orperspective on companies and check which company throws up the number of connections afriends have worked there. They also gain insights user has through his/her Facebook friends list.on a company’s recruiting process. The portalis also useful for human resource personnel Mashable writer Peter Pachal pointed out:scouting for talent. Now when you connect Glassdoor to FacebookAs mentioned by Mashable writer Sharlyn Lauby: and click on a company, you’ll be able to see which of your Facebook friends are connected to thatIf you’re interested in specific companies or you company — either by being an employee or havingjust landed an interview there, look them up worked there in the past. You’ll also see friends ofon Glassdoor. Glassdoor is a community site friends who are connected, too.where individuals can anonymously post the“inside scoop” on companies, jobs, salaries and Why Inside Connectionsbenefits, based on their firsthand experiences. Thecomments answer the questions we’re all dying Inside Connections might help users get anto know: Does the company offer advancement ‘introduction’ for the job through friends andopportunities? What’s your impression of the family. This is based on the insight that 60%management team? Does the company encourage of jobs are found through such work-life balance?The inside story of a company and some tips couldbe the difference between an offer and a rejection.Inside ConnectionsGlassdoor recently integrated a Facebookapp called ‘Inside Connections’ that revealsthe connections users have at a company –employees and ex-employees – from withintheir Facebook friends list.Source: The integration of ‘Inside Connections’ was based on the insight that most jobs are found through personal connections. Co-founder and CEO Robert Hohmann said that research showed that almost 60% of jobs were found through such connections. When people look for jobs, they first turn to friends and family. This prompted Glassdoor to integrate the professional network with users’ personal networks. Volume 1, Issue 2, Storytelling Glassdoor April-June 2012
  • 59. Hohman said:Friends and family are the most trusted resourcefor career advice, and with Glassdoor’s InsideConnections, we are bringing together who youknow with what you need to know about jobs andcompanies. Inside Connections allows job seekersto leverage their Facebook network to uncoverwhere they have an ‘in’ at specific companies tohelp them land the right job. Glassdoor is more about leveraging an existing network for professional connections that mostGlassdoor, therefore, has an advantage over users weren’t aware of. By using Facebook,Linkedin through the social integration and Glassdoor makes the most of a network thatthrough its large database of companies. has over 800 million users. Glassdoor users areAs mentioned by Jon on the blog also younger and more active on Facebook than‘Carve Consulting’: on other networks like Linkedin because of its serious approach.What’s interesting about the latest Glassdoorupdate is that it’s chosen to integrate the Facebook As Besse said:API, in a way that dramatically enhances its valueproposition. Now, if I choose to log into Glassdoor We’ve been taught to think that Facebook is justusing my Facebook profile, my social graph will be our personal or social lives and Linkedin is ourmapped against any companies that I’m checking professional lives, but the reality is that when you’reout. So if I want to work at Google for example, I boots-on-the-street looking for a job, some of thecan see which of my Facebook friends can possibly very first people that you turn to are your closesthelp me with an introduction. Sure Linkedin has friends. And what Glassdoor does is make it reallythis feature, but it doesn’t have all the rich data on easy to tap into these connections.salaries and reviews from actual employees. What Instead of duplicating the Linkedin experience ondo you think? Has Glassdoor now become the one- Facebook, Glassdoor used Facebook to enhance itsstop shop for all your career research needs? own website. Facebook is the world’s most popular socialLeveraging the Facebook friends network but does not have any business featureslist other than the Branchout/Monster apps, so such integration works well for both.It’s more about leveraging a network thanexpanding it. Enter Facebook, a network Better for users with more socialthat has over 800 million users. Glassdoor’s circlescustomers are also younger and more activeon Facebook than on other networks. Friends of the most well-connected, diverse and influential people will have access to the most jobs. People with many friends on Facebook, who have many friends in return, will have more opportunities.Source: 59
  • 60. People who are uncomfortable with sharing personal information can opt for BeKnown, which lets users choose friends they want to list as contacts. Those friends must consent to be part of the list. Tech Crunch writer Sarah Perez explained: Conceptually, the product isn’t all that different from what BranchOut has already been doing, or what is doing with its BranchOut copycat BeKnown. Using BranchOut’s Facebook app, for example, you can view which friends workSource: where and who they may know at companies you’reUsers connected to the influential, the interested in. And, like Glassdoor’s new Insidewell-networked and those who have a diverse set Connections, the others are also built on top of theof friends will have access to the most jobs. Also, Facebook social graph.each friend that joins Glassdoor allows users to The difference is that with BranchOut, the goal issee more connections at more companies. to create a mini LinkedIn right on top of Facebook. You can post projects, share links, post jobs,The competition search through people and companies and grow your network. Glassdoor’s Inside Connections,Linkedin is strictly professional, while meanwhile, isn’t meant to be a standaloneBranchout, Glassdoor and BeKnown are experience. Instead of duplicating the Linked Inmore social. Glassdoor uses Facebook to experience on Facebook, it’s using Facebook toenhance its website with data on salaries enhance its own website.and employee reviews. Glassdoor also boasts of a richer database of reviews from actual employees. The future More job portals will emerge in the social networking space to maximise the potential of social data. Professional and social networks will make the most of their capacities through strategic integration.Glassdoor isn’t the first to turn to Facebookcontacts. Branchout is the most popular one with2.5 million unique monthly visitors, according toAppData. Source: app, like Inside Connections, pulls for-grown-upsinformation from users’ profiles – work historyand education, in this case, to allow them tonetwork without personal information getting inthe way. Source: Volume 1, Issue 2, Storytelling Glassdoor April-June 2012
  • 61. A purely social network is not the best foundation While social and professional networks arefor a professional application, but neither is fundamentally different, they both hold usefula purely professional network. Job portals information and will form a potent partnership inwill emerge in the social networking space to the future.maximise the potential of social data throughstrategic integrations. Glassdoor recognises this. How far it succeeds in bridging the two worlds will be interesting toThough Linkedin offers a successful platform for networking, the Facebook graph is a lotmore expansive and can provide useful data. 61
  • 62. Yoke Simple, effortless Yoke does not complicate things with too many features or processes. Registration is easy. Users don’t need to create a new profile; they just need to select five photos from an album to share with potential dates.Source: is Yoke?Yoke is an online dating application onFacebook that pulls information from userprofiles and pairs users with single friends,and friends of friends who share commoninterests. Source:‘Huffington Post’ alumnus Rob Fishman and Unlike its counterparts, like OkCupid, YokeJeff Revesz launched Yoke, a matchmaking app attempts to keep registration and profile set-upfor Facebook, in the last week of March 2012. simple and quick.An online dating application designed to pull Users don’t need to spend much time creating ainformation from user profiles to help them profile and answering questions like who they are,meet their friends’ single friends on the basis of what their interests are and what they are lookingcommon interests, Yoke managed 7,000 users in for – steps that often act as an impediment.its very first week. Users simply connect to the app and select fiveThe app is already being talked of as a success. photos from their albums to share with potentialMashable writer Lauren Indvik said: partners.The app’s feature set is rather limited, but The app pulls their Facebook data (age, sexualcompared to the other Facebook dating apps I’ve orientation, relationship status) to complete theirseen, Yoke shows the most promise. profiles. Volume 1, Issue 2, Storytelling Yoke April-June 2012
  • 63. As mentioned on the blog Socialite Media: Pulling data such as the kind of books, movies or music a potential match likes on FacebookYoke takes your Facebook profile data and compiles can be an important conversation starter for aa simple profile for you, including your likes, user who has an interest in that person or author/interests and basic personal information. Yoke also director/actor/rock band.links potential matches on other personal data likeeducational institutions attended, workplace links, As mentioned by blogger Jennifer Zaino onand friends networks. Semantic Web:Not only is registration easy, the process of Yoke is deeply connected into the Facebook API,finding potential matches is very straightforward Revesz says. With users’ permission, it accessesas well. basic data such as birthday, location, and education history, and also pulls their Likes in music, bands,‘Techcrunch’ writer Josh Constine said in ‘Dating artists, movies, books and some general areasApp Yoke Hooks You Up Based On Amazon, outside those categories. Ditto for their closestNetflix, Spotify, And Facebook Data’: friends (again, with respect to their privacy settings,Dating is already stressful enough, so a calm, so no guarantee as to how far it can get for eachstraightforward interface is refreshing. individual). The end objective is to explore connections withFacebook data to find common common interests that could lead to a real-world bond.interests Yoke founder Rob Fishman said:The app pulls data – age, education,interests – from users’ Facebook profiles Yoke resembles how you date in real life — youto match them up with compatible profiles. meet through friends or at a concert because youThe objective: discover common interests like the same band.that could lead to a real-world bond. Data-driven approach Yoke also pulls data on activities undertaken on third-party applications like Amazon, Netflix and Spotify to set people up with direct matches and similar tastes on the basis of movies watched, songs heard, etc. Source: Source: http://twitter.comSource: 63
  • 64. Yoke also pulls information from profiles onthird-party applications like Amazon, Netflix,Spotify and College Graph to set up potentialmatches based on their activities. This was doneto make the interest graph more diverse andsocial.The Amazon API looks at purchase activities,Netflix looks at movies watched, Spotify exploresthe music listened to and Yoke’s API matchesusers based on the college they went to. Source: app doesn’t just set people up with directmatches – say, people who listen to Pearl Jam orwho went to the same school – but it leveragesthird-party APIs to find people with similar tastes.For example, if a person listens to Wham! andanother person to George Michael (who used tobe the group’s lead singer), the app will know thatthe two are a potential match.Yoke CTO Jeff Revesz said: Source:’re looking both for similarity information andontology information,” he explains – that is, for After identifying potential matches, users canexample, how closely two movies might resemble ‘yoke’ people to show interest. If the recipienteach other, and what entities they might share in is interested, he/she can yoke back and startcommon, such as the same director or actors. So, chatting.if someone likes one particular movie, the ontologyof interest entities can be used to show other people Yoke’s communication system is integrated withwho like similar things. Facebook messages, so users who aren’t on the app can be contacted through a FacebookJosh Constine was sold on Yoke’s data-driven Message invite. The message says: “You’re bothapproach : friends with [friend’s name], see what else youI’m a fan of Yoke’s data-driven approach to have in common. Yoke is a Facebook app thatmatching, which utilizes the APIs of content introduces you to people you might like.”recommendation engines, Facebook’s Graph API,and its own proprietary college and Facebook Mutual friends give vote ofPage graphs. Those let it say “You both went to Ivy confidenceLeague schools” or “You Like TechCrunch and sheLikes LinkedIn”. It references your Spotify, Rdio, or If users are unsure about a match, theyMOG listening data against Echo Nest‘s graph of can ask mutual friends for their popular musicians are clustered to suggest Shy users can also ask mutual friends topeople with similar but not identical taste. These introduce them to interests. A friend’s votefacts could actually serve as ice breakers: “Yoke adds confidence to a connection.says I listen to Daft Punk and you listen to Justice.What’s your favorite Justice song? I want to checkthem out”.Yoke the people you likeUsers can ‘yoke’ others to show interest. Ifthe recipient is interested, he/she can yokeback and start chatting. Yoke is integratedwith Facebook messages, so users not onthe app can get an invite. Source: Volume 1, Issue 2, Storytelling Yoke April-June 2012
  • 65. People who have cold feet about yoking the Yoke team wanted to make the most ofsomeone can ask a common friend for an Facebook’s Open Graph to help users findintroduction. Those unsure about a match can matches based on information from Facebookalso ask a mutual friend for his/her opinion. profiles and third-party apps.The friends a user has in common with each As mentioned by Lauren Indvik on Mashable:potential match are listed below the profileinformation along with the common interests. Yoke’s featureset is limited but expanding. FishmanThe user can click on the mutual friends to send tells me that he and his team want to take betterthem a message to ask about the person he/she advantage of Facebook’s Open Graph to showhas been matched with. potential matches that they both listened to the same Spotify song the day previously, or read theA friend’s vote of approval is likely to add same article on The Washington Post that morningconfidence to a new relationship. Not only for datingFacebook as a dating platform The app isn’t only for people looking forYoke used Facebook to take advantage of dates. Users who aren’t single can findthe Open Graph for information on potential interesting people and make friendlymatches, to leverage the user base, to avoid connections. They can also set up friendscreating a new network and to consolidate a who are single and compatible with eachuser base from the start. other. Source: Most dating apps/sites are only for dating, but Yoke is more than that.Source: Users in a relationship can explore and meet interesting people to make friendly connections or set up friends who are single and compatible through the ‘Set Up Friends’ option. DrawbacksSource: Privacy is a concern as Facebook users’Even though most people don’t consider personal details on their profiles and onFacebook a dating service, in reality, many use it third-party apps are included in the searchwith that purpose in mind. results.The user interface is a problem too along with certain bugs and glitches.This was a fabulous opportunity for a datingportal/service to leverage the world’s biggestonline community. Enter Yoke.This also means there is one less website in the Source: online dating market. And, it saved thetrouble of creating a network from scratch andconsolidating a new user base.Based on the insight that, generally, most peopleare attracted to those who share similar interests, Source: 65
  • 66. One of the biggest drawbacks is that the service The online dating market is huge. Some studiesconnects users with people who have not signed show that the US’ online dating market hasup for Yoke or may not be looking for a date at all. crossed $2.1 billion.Yoke connects users to people on Facebook, so itneedn’t necessarily be the case that the person a In the last few years, however, new players haveuser is interested in is interested in the service. struggled to stand out due to the saturation. A start-up needs to clearly differentiate itself fromThis creates privacy concerns as images and the rest.personal information of users like name,interests, city and activities on third-party apps Yoke’s dating experience is more social as it pullscan be viewed by all in the search results. data from social apps to find and encourages users to ask friends to set them up with theirThis creates the possibility of users receiving friends.spam-like messages of interest from Yoke users. Its data-driven nature of connecting to Netflix,Even though the app pulls information like the Amazon and other APIs to make smartrelationship status and sexual orientation from suggestions about what two people have inFacebook profiles, it could be far from accurate common is what makes it stand there are several people who list themselvesas single even though they are not. Also, people already in relationships are encouraged to use it just to explore newAnother downside is the poorly designed user connections and to play matchmaker.interface. Revesz said:Online dating market That kind of strengthens the connection. The most interesting aspect of data is these kinds of strange,Online dating is a $2.1 billion business in mysterious connections between people, and it’sthe US, which explains the large number of interesting to see that data come out. That’s neverplayers such as OkCupid and Match. Yoke been done before. Even applications like Glanceestands out as it provides a simpler, more and Highlight are not doing that kind of similaritysocial and data-driven experience. information. They are not penetrating deep into the graph, and they are not focused on an application – just on who is around you. Yoke has integrated features from other networks like OkCupid and Badoo to create a sturdy app. For example, exploring matches is similar to using OkCupid’s ‘Quickmatch’ feature. Mashable reader Shirish Agarwal said: They seem to have integrated Badoo, and few other dating sites features. Although it looks very similar to Badoo, Yoke probably stands out because it connects you to your friend’s friend. So the issue of trust and the profile not being a fakeSource: is resolved. The future Using social media and third-partySource: connections to source matches will come next. Expect connections to services like Twitter, better profile customisation, a mobile-friendly site and an iPhone app. Volume 1, Issue 2, Storytelling Yoke April-June 2012
  • 67. Source: Experts maintained that the concept of a site using Facebook connections to source potential matches is the logical next step in the partnership between online dating and social media. Online dating sites are expected to become more social and use APIs of other apps/networks to entice connections. As for Yoke, it has done well in its first month of service. It will grow from strength to strength as it adds additional services and fixes its flaws. Yoke will probably integrate more third-party APIsSource: like Twitter and Foursquare and customise the user experience. With a mobile-friendly website and an iPhone app in the offing, Yoke promises to be the next big thing in online dating. 67
  • 68. Pair Features Along with sharing pictures, videos, texts, e-mail and locations on the partner’s timeline, there are other fun features such as ‘thumbkiss’, ‘live drawing utility’, ‘thinking of you’, ‘Facetime’ and ‘joint to-do list’.Source: http://trypair.comPair is an app that enables couples to shareupdates and stay in touch through a singlestream of communication on a privatetimeline. It is available on the iOS andAndroid platforms.Pair is an app that allows couples to stay in touchthrough a single stream of communication. It isavailable for download on whereit is described as:An app for just the two of you. Texting, sharingvideos, photos, sketching together, thumbkiss andmore.Launched on the iOS platform, it is now availableon Android as well. Users can send those with aniPhone or Android Phone a request to pair up.Creating multiple pairs isn’t allowed, though it’seasy to unpair and re-pair. Source: the-social-network-just-for-you-and-your-schnookums-lets-you-text- tease-and-thumbkiss-your-significant-other Volume 1, Issue 2, Storytelling Pair April-June 2012
  • 69. Similar to other networks Experts labelled it ‘Path for couples’ , a ‘Facebook for lovers’, and a ‘Super-SMS’ with more media. Pair is not the first network for couples; it is similar to Cupple, Duet and Between.Source: has some interactive features like LiveDrawing Utility, Thinking of You, Joint To-do Listand Facetime.‘ThumbKiss’ for instance, is a feature where bothpartners press their thumbs together on theirscreens. When the thumbprints line up, bothphones vibrate and the screen turns deep red.Founder, Oleg Kostour explains:We thought, if we’re so disconnected, how can we Source: our mobile devices to feel a little bit closer, to couples/feel like we can touch each other?When both partners are online, the app actslike a chat programme indicating when theother person is typing and lights up a buttonon the screen that lets them initiate a facetimeconversation.Couples can maintain a joint to-do list and alsosend a ‘thinking of you’ message. Source: intimate features and ability to express network-for-couples-remember-cupple-duet-and-betweenwithout bothering about prying eyes is what In a way, Pair is a lot like Path. Both networks havemakes the app popular. As ‘Android Police’ a similar UI and features, and focus on sharingblogger, Erin Ravenscraft explains: moments with a private network.Now, let’s be real. Romantic relationships are Mashable Blogger, Sarah Kesslerm says:a unique and complex beast. It’s a specialrelationship between two people and only The app takes the concept behind Path a stepthose two people get to define how it works. It’s further. Instead of sharing personal updates withinbeautiful. It can be cheesy, or sappy, or weird. a small network, it’s a way to stay constantlyThis app gives couples the freedom to express connected with the smallest of networks — oneaffection or just manage life in a variety of ways. other person.You want to play tic tac toe or doodle with yourlover? You’ve got it! It’s actually a really neat idea Critics could argue that it’s a private Facebookand some couples should absolutely go for it. for couples. Social networks for couples were launched before Pair as well. Cupple, Duet and Between attempted to create a private stream of interactive media. 69
  • 70. Super-interactive SMSThe app serves the purpose of texting withmultimedia like Whatsapp does, but ina better, more interactive and organisedformat. Pair wants to become the next bestthing to physical interaction. Source: Source: Unlike other apps, this one was created forSource: personal use by the co-founders. Kostour moved from Canada to Mountain View to build a 3D software startup. Instead, he built an app to stay in touch with his girlfriend. Kostour told Co.Design: When we first moved to Mountain View, we found ourselves very disconnected from our significantSource: others back home.Some also call it the Super-SMS. Pair offers Three of the five men who helped create Pair areusers the option to text, but with a lot more in long-distance and at lower costs. There is also a real market for long distanceJamie Murai, a co-founder at Pair explains: couples as their number is rising. One recent study, in the journal Communication Research,In text-messaging, you have to scroll through a list. finds that as many as half of the college studentsSometimes you think you’re sending a message are in long-distance relationships, “and up toto your girlfriend, but it’s actually going to your 75% will be at some point.”workout buddy. You can be confident that once youtap on the Pair icon, everything you share is onlyshared with your partner. One-stop shop Communication with partners who are farGood for long-distance away is scattered across many mediums/relationships platforms such as Skype, SMS, FacebookThe app was created to be the best medium and e-Mail. Pair consolidates all thesefor couples in long-distance relationships. functions to maintain a diary for couples.It is cheaper than international texting andis a combination of the best communicationplatforms. Source: Volume 1, Issue 2, Storytelling Pair April-June 2012
  • 71. Some marketing experts call it an ‘anti-social network’ in a way. While Facebook constantly pushes people to expand their friend circles, Pair is all about one person only. Pair can be labelled as an app rather than a social network. Rise of private social networks With privacy and quality engagement, rather than quantity engagement, being the need of the hour, an opportunity for smaller, more intimate social networks like Path, Family Leaf and Pair is there for the taking.Kostour told Co.Design:Our girlfriends were in Canada, and we were tryingto stay connected with them using Skype, SMS,Facebook, and email. The communication wasscattered across many products, and we always feltlike there was something missing. Source: familyleaf-and-pair-small-by-design-social-networks.htmlPair consolidates all these functions. “If I wantto talk to her, I don’t have to tap anywhere else,” Social media enthusiasts are realising the needKostour says adding, “Just tap one button and I’m for privacy and quality.talking to her right away.” As mentioned by New York Times writer,Couples like Mashable reader Waegook_Tom Randal Strosshave taken to this app Facebook makes sharing easy — too easy, someThis app is so cute – and such a great idea. I may would say. Because one’s social network oftenbe away from my partner for a few months next consists not only of actual friends but also relativesyear, so something that’s kind of an all-in-one and sort-of friends, along with sort-of friends ofcommunication tool, like this, looks incredible. You their sort-of friends, you need to be careful aboutdevelopers are geniuses! what you post. Yes, the site does allow you to define smaller circles of friends, but that requires constantly monitoring what should — and shouldThe anti-social network? not — be shared with whom.While social networks push users to expand Networks such as Path, Familyleaf and Pairtheir circles and go more ‘social’, Pair allows have created a niche by focusing on smallerusers to only interact with one contact and groups. Path is restricted to 150 friends, Familyshare stuff for a more personal and less is restricted to family members while Pair is as‘social’ experience. small as a social network can be. Dave Morin, former Facebook employee and current Path employee explains: Facebook has made socializing on the Internet normal. But now there is an opportunity to return to intimate socializing. 71
  • 72. Mobile: A clear visionMobile devices are the future of networking.Saturation of the market, along with anincreasing number of people with timeconstraints, has resulted in social appsgoing mobile. Source: your-rec-room-and-glassboard-is-your-boardroom Pair, Path and FamilyLeaf are all mobile-first apps for this very reason. The valuation of theseSource: companies is impressive. Path is the marketmakes-private-social-networks-succeed leader and was able to raise $30 million at a $250 million valuation. It reportedly had around three million users as of the April funding, with half a million people on it multiple times per day. Facebook has started feeling the heat and is gradually changing its focus to mobile. Facebook has recently introduced Timeline and Timeline apps to encourage sharing through mobiles. 2012 could well be the year of private social networks. Tech Crunch writer, Eric Eldon said: With more and more people shunning Facebook because of their lackadaisical approach to privacy and their focus on targeting ads to you, it could happen. We very well ms on a great mobile experience when we created Glassboard. This is the same approach other small social networks are taking, like Pair and Path. Mobile could be Facebook’s downfall. The Facebook mobileSource: experience is clunky. People want something streamlined and simple when they are on theirWhat can get users to sign up is a network that phones, which is what we strive for in our readily accessible. Private social networks Facebook may never be able to master the mobiletherefore leverage the power of mobile phones. experience because it’s too big, you have too many different groups of friends/family/colleagues on it2012: The year of private and there are too many features.networks An increasing number of people are using high-Sharing via mobile is too personal for big quality smartphones. Great cameras providecircles, which is why Facebook doesn’t work a superior photo and video experience andas well for the mobile. High-quality smart- location-based networking allows users to sharephones sharing intimate content could make their locations. Previous generation of web-based social networks cannot offer these features.2012 the year of private social networks. Volume 1, Issue 2, Storytelling Pair April-June 2012
  • 73. A threat to mainstream social Eldon explains:networks? Will Facebook or other more mature networks compete directly? So far, the market leader hasPrivate networks have created a new category messed around occasionally with list features,and will not be pitted against mainstream but has avoided creating specialized networks. Itsnetworks; users can be active on both, for mobile app is bloated, it doesn’t pull together socialdifferent purposes. However, mobile-first and mobile features in a way that can competeapps will be more popular on the mobile against the mobile-first apps. The future Pair has signed on 220,000 users with $4.2 million in funding and is predicted to extend its userbase through innovations. Pair is slated to be acquired by one of the social networking giants.Source: http://facebook.comSource: Pair is predicted to extend its user base by introducing innovations. This makes it a marketShould Facebook and similar networks feel leader in the social networks for couplesthreatened? Not quite. Facebook still has more category.than 200 million users. Twitter has around 150million while Instagram has 50 million users. Even though it doesn’t enjoy first moverIn comparison, Path has merely 3 million users advantage, Pair outshone similar apps likewhile Pair has 220,000 users. Kahnoodle, Duet, Tokii, and Between. Pair had a few things going for it. Firstly, it receivedPrivate networks have split the social network assistance, funding and advice from a popularfraternity into 2 different categories — American seed accelerator called Y Combinator.mainstream networks such as Facebook, Twitter, Pair watched what other networks were doingGoogle + — and private networks like Path, and incorporated a few special features likeGlassdoor, Pair. ‘Thumbkiss’ that made it stand out. Lastly, PairBoth these can co-exist as they serve different got a lot of interest because Morin invested in thepurposes. Networks within both categories company.will however be direct competition. While Pair Experts have slated Pair to be acquired bywouldn’t compete with Path, it would do so with technology or social networking giants in theCupple future.As mentioned by writer, Randal Stross in the Techland Time writer, Jared Newman says:New York Times: I can see Pair as acquisition bait for Facebook,These micro- and supermicro-size social networks Twitter or even Path, which itself aims to be aaren’t competing directly with Facebook or even more intimate social network. It’s not hard towith one another. Conceivably, one could be active imagine other companies wanting all the personalon all of them. But then we may bump up against communication tools that Pair offers, not toa new neurological limit: the maximum number of mention the aggregate user data that the app issocial networks that the human brain can handle. capable of gathering. But Pair is a strong enoughWhen it comes to the mobile though, mobile-first idea to grow on its own–much like the relationshipsapps will definitely be more popular. it aims to augment. 73
  • 74. Volume 1, Issue 2, Storytelling PairApril-June 2012
  • 75. GetTaxi Simpler, faster With the app, users can get a taxi at the click of a button, in under 30 seconds. Taxis arrive quickly as the app notifies the driver who is closest to the user via GPS. Source: http://facebook.comWhat is Get Taxi?It’s an app that allows you to order taxis fromyour smartphone or online. It aims to makethe process simpler and faster. The mobile Source: is available on all major operating funding-new-york-city-us-expansionsystems. Ordering taxis can be pretty time consuming.GetTaxi is an app that allows people to order taxis Calling someone and taking down details of thefrom their smartphones or via the web, at the cab and the driver can be laborious. Often, taxispush of a button. arrive late or don’t show up at all. This is where GetTaxi comes in.It was founded by Israeli serial entrepreneurShahar Smirin. He launched the app in Israel, Through the app, ordering a taxi is simple, takingfollowed by the UK, Russia and other European 30 seconds at most.countries. It is available on all major mobileplatforms such as the iPhone, Android, Symbian Taxis usually arrive in less than five minutes.and Blackberry. 75
  • 76. Getting control by getting Not only is the process simpler, managing expenses is easier through the app. Users payinteractive by credit card, voucher or cash and get invoicesUsers can track their taxi on a map with the e-mailed to them instantly.estimated time of arrival and distance shownin real time. The service links the consumer From mundane to funand driver. Users can view ratings and ratedrivers. It incorporates gamification elements by allowing users to earn miles for free rides or gifts. Users can share their experiences on social media. This, along with ratings and GPS tracking, makes the process interesting. Source: way-beyond-uber GetTaxi makes a mundane and monotonous task exciting by incorporating gamification elements.Source: Users can earn miles and redeem them for rides or gifts. Users can also share their experiencesEvery taxi can be monitored and displayed in real with friends and family on social media.time on a map, so the consumer knows wherehis/her taxi is and when it will arrive. All this is attractive for the tech-savvy youth.The app connects consumer and driver.It displays the name, phone number, car number Better for drivers tooand rating of the driver along with the consumer’s Taxi dispatch services are inexpensive anddetails. effective for drivers as they can receiveAs mentioned by TechCrunch writer, Sarah Lacy: unlimited orders for €2.99 per day. The service maximises profits for drivers byThe service links the cab driver and the consumerby name, so the cab knows who it’s picking up, connecting them with fares closest to theirthe consumer knows where that cab is and that location.dramatically cuts down on no-shows.This gives consumers more control and makesthe process safer and more secure.Easy paymentsThe GetTaxi mobile app makes managingexpenses easy. Users can pay by creditcard, voucher or cash and get invoices and Source: http://peopleslab.mslgroup.come-mailed to them instantly.Source: Source: Volume 1, Issue 2, Storytelling GetTaxi April-June 2012
  • 77. Taxi dispatch services around the world are Launched in Europeexpensive and cumbersome. In Europe, acab driver has to spend $5,000 each year on The taxi industry in Europe is mostly madecontractors to run their business. up of non-union independent contractors. By using the web to cut out the middleman,GetTaxi is more economical and effective. GetTaxi sends cabs to customers in a moreFor €2.99 per day (€1,095 a year), drivers can efficient manner and at one-third the price.receive unlimited orders. In fact, the service isfree for the first two months, so drivers can try itout.Profits are maximised by reducing costs in otherways; the system connects drivers to fares thatare close by, saving fuel money and time.Cabbies get a ‘Driver’s Box’ free, so they don’tneed any other equipment, hardware, downloadsor training.Useful for businesses Source: way-beyond-uberGetTaxi can create a profile page for abusiness. A taxi is sent to the business GetTaxi made a wise choice by launching andaddress when the customised button is spreading its wings across Europe, instead ofclicked. This is good for hotels, restaurants, jumping into the US market. The taxi industry in Europe is mostly made up of non-union,concert halls and even corporate offices. independent contractors who hold taxi drivers to ransom by charging exorbitant rates. Sarah Lacy says: A big advantage is that Get Taxi is skipping the US and launching in Europe, where the taxi industry is a lot easier to disrupt en masse because it’s mostly made up of non-union independent contractors.Source: GetTaxi uses the power of the web to eradicateAs mentioned on the official GetTaxi website the pricey middleman and offer cabs at one-third the price.Will you order a taxi for me?” Whether youmanage an office, restaurant, or hotel, you’ve The death of the middlemanprobably heard this charming phrase more timesthan you care to count. In Europe ,there are 600,000 taxis payingGetTaxi is handy for businesses as well. independent contractors $5,000 per yearBusinesses can create profile pages on GetTaxi for a dispatch service. Drivers pay €2.99 perwith a customised button. Every time it is day, month-by-month for GetTaxi and signclicked, a taxi is dispatched to the business off if they don’t see the value.address. What’s more, this is absolutely free forbusinesses.This is an attractive package for businesses that Source: http://facebook.comrequire taxi services for customers/employees,such as hotels, restaurants, nightclubs, bars,colleges, concert halls and corporations. Source: way-beyond-uber/#comment-box 77
  • 78. Lacy continues: CompetitionBecause there’s no unions or exclusivity contracts, GetTaxi has competition in Hailo, Uber,taxi drivers can use it as a secondary system. They Taxi Magic, TaxiPal in the $30 billion perpay month-by-month; if it doesn’t bring them year market. GetTaxi outperformed itsvalue, they can get rid of it. If it brings them value,the system quickly pays for itself. And if they’re competitors because it launched in Europe,skeptical, Smirin will even let them try it free for two and because of its fun features and focus onmonths to see what it can do. offline logistics.There is no reason why this service can’t getpopular around the world. When it does, it couldsignal end of the middleman.This would also mean cheaper fares forconsumers.Not only is GetTaxi trying to get drivers morecustomers, it’s also trying to solve pain pointsfor drivers so that they don’t return to traditional Source: http://peopleslab.mslgroup.comdispatch services. In what experts called a $30 billion per yearChanging the face of the business market, GetTaxi has competition in the form of Hailo, Uber, Taxi Magic, and TaxiPal.Consumers are constantly looking for As mentioned by PandoDaily blogger, Erin Griffithalternatives to products/services that aremore efficient. The mobile is tailormade for It’s a crowded market out there for taxi disrupters.those with time constraints and looking for There’s Hailo. There’s Uber. There’s Taxi Magic,options that make life more convenient. TaxiPal, TaxiSelect… They’re solving the taxi problem. A giant market. Ripe for disruption. Success will depend on the markets selected by the companies. GetTaxi has reaped the benefits by choosing the correct markets so far. Future GetTaxi has its sights on the US after making waves in Europe and securing $20 million in funding from Access Industries. It is slatedSource: to expand into other markets too.The digital medium enables systems, processesand technology to evolve drastically for problemsto turn into solutions. This is exactly what hashappened through GetTaxi.Consumers are always on the lookout forreplacements for services and products that aremore cost-effective, convenient, efficient andsuperior.In today’s age, where people are stretched fortime and are constantly on the go, the mobile isthe perfect tool for communication, information,tasks and utility. GetTaxi understands this.There are already plenty of players in thissegment. With the success of GetTaxi, there willbe many more. Source: Volume 1, Issue 2, Storytelling GetTaxi April-June 2012
  • 79. It has its sights on the US; it is set to launch in New York soon. GetTaxi recently announced $20 million in funding to help its expansion efforts. Experts predict big things for GetTaxi, but a lot will depend on the cities it chooses to operate in in the US; the major cities already have several taxi service apps to choose from.Source: 79
  • 80. Kyck What is Kyck? It’s a social network dedicated to football, a real-time community of fans that delivers content, connects people and brings alive all the action on the field. Kyck is a social network that connects football fans across the world by enabling them to share content and the latest news. Fans can also share their views on live games in real-time.Source: As mentioned on Technology Cafe blog: Whether you call it fútbol, soccer, or football, with KYCK, you’ll discover an experience around the sport like none other. KYCK delivers you the most relevant content, connects you with like-minded fans, and brings you all the action of every match, making the beautiful game even more enjoyable. The advantage of a dedicated network, compared to a Facebook page or a Twitter account, is that moderators have more control. Developers can customise the community to make it more football-friendly and with engagement features. There are fewer restrictions on owned social networks. Also, a commitment towards an app or a new social network does a lot more for a brand than a mere ‘like’ on Facebook. Football is massive in the social space, so it makes sense to leverage its popularity through a dedicated portal. Volume 1, Issue 2, Storytelling Kyck April-June 2012
  • 81. Logging onRegistration is currently by invites only. Theteam urges users to request for an invite,which gets answered in a day. Alternatively,fans can ping Kyck on Twitter by using the#KYCKme hash tag to sign up. Source: Once Kyckers have registered, they can start off by making a 140-character ‘kyck’, which is similar to a tweet. Users can share photos, videos and other mediaSource: on their feeds or reshare a kyck. They can also share kycks on Twitter and Facebook. As soon as users start kycking about an existing team or player, auto tags get generated. For instance, if you kyck about Mario Balotelli and Pirlo running the show in Italy vs Germany, tags such as ‘Pirlo’ , ‘Balotelli’, ‘Italy’ and ‘Germany’ get generated. These tags are useful for visibility.Source: are that a tweet will lead to the requestgetting accepted sooner.Kyck to shareA ‘kyck’ is a post on the network. Users canshare photos, videos or 140-character textupdates. Kyckers can also share interestingkycks on Twitter and Facebook. 81
  • 82. Top Kycks discover relevant Live social match feedcontent Each live match is listed as an event. Users canUsers can follow clubs, international teams and join events to follow the game, get statistics andtheir favourite players for information about engage in a discussion. Events are like the BBCthem, prioritised in ‘Top Kycks’.They can also or Sky Sports’ live match feeds, with a socialfollow other users. element added on. Source:‘Top Kycks’ generates posts related to a user’sfavourite team or player. Users can select theirfavourites along with those they want to follow.The Top Kycks algorithm prioritises posts(photos, comments, notes) related to the user’sfavourite team and players in a Pinterest-likelayout.Users can also follow others to get their kycks onthe home feed.Mashable writer Sam Laird wrote:A Top Kycks section, meanwhile, delivers contentthe app’s algorithm deems most relevant to youfor quick browsing according to the favorites youlist in your profile. Checking in to specific clubor international matches means you get gameupdates and stats delivered within the app or viapush notification.The algorithm is modelled on the lines of Pandora.It is vital that a user selects the right teams andplayers to follow, in order to have the most relevant Source: on his/her Top Kycks stream. Volume 1, Issue 2, Storytelling Kyck April-June 2012
  • 83. Kyckers can continue the conversation duringmatches in ‘Events’. Each live match is listed asan event.Users can join events to get related notificationsand to contribute to the discussion forum.Notifications include kycks, score updates,starting line-ups and live stats.‘Events’ is a combination of a live match feed onBBC/Sky Sports/Goal and a social stream that Source: http://peopleslab.mslgroup.comaggregates conversations related to the match. Kyck is a socially enabled media platformJust like a live feed on BBC Sport, there is providing discovery, curation, consumption andminute-by-minute text commentary, stats, distribution of content and products giving usersnumber of shots, possession and passes updated a 360-degree football content experience.on the page by Kyck’s content specialists. A Kyck user said on CrossWalkFootball enthusiasts can get all the live actionand buzz without having to switch from a Love the simplicity and ease, yet full of detail andSkySports/ESPN Soccer Net website to a discovery. A must have for all soccer fans and thoseTwitter/football forum. that want to be!”A complete football experience Connecting fansThe platform provides users with a complete The platform enables fans to connect with friendsfootball experience by offering curation, and other fans across the globe. By following,discovery, consumption, and distribution of posting, commenting, sharing and through livecontent and products. match features, fans can engage at various levels. Source: Founder Jason Yarborough said: We have created a platform that allows all futbol fans around the world to interact with each other during live matches. It is my hope that this will help bring futbol fans around the world together. With following, posting, liking, commenting, sharing and streaming, Kyck incorporates matches and squads into the network and gives fans the ability to use tags to direct and engage specific conversations (such as #Gooooooooooal). 83
  • 84. Twitter, Facebook and Pinterest Football on the goconnection Kyck released an iOS app and plans to launch anKyck incorporates features from popular social Android variant soon. Fans can access the latestnetworks. It maintains the 140-character limit and updates and engage in discussions even on the‘tag’ feature like Twitter, shares the home feed go, that is, on the Facebook and curates content like Pinterest.Source: Source: Source: Kyck released an iOS app for the mobile market and will soon launch an Android version. Competitors Football Meister, which focuses on gamification elements like badges and trophies, and Football Social Club, which enhances the football experience for players, are Kyck’s mainKyck incorporates features from Twitter, competitors.Facebook, Pinterest and even Tumblr.As far as the stream is concerned,Kyck resembles Twitter and Tumblr:Whether photos, comments on live matches ortakes on club or international squads — (sic : They )are delivered to a stream that resembles somethingof a cross between Twitter and Tumblr feeds.The home feed resembles Facebook more thanTwitter, with users able to comment, like andshare Kycks displayed on the stream. Source: Volume 1, Issue 2, Storytelling Kyck April-June 2012
  • 85. circles and compete with friends to win badges and trophies. Football Social Club is for players to organise a game, team or tournament with other teams close by. Scoremobile FC is an app that gives live scores and text commentary on all the matches around the world. As Mehdi Thierry, CEO and co founder of said: Kyck stands out by being a far more social networkSource: than all its competitorsCompetitors include Football Meister, FootballSocial Club and Score Mobile FC App.Football Meister is a social network and mobileapp that focuses on predicting results for cluband international competitions. Users can form 85
  • 86. Stay What is Stay? is an online trip-planning service that allows users to discover and create customised travel guides for each destination, and access them from their mobile devices. The application is useful for exploring, planning and navigating in a new city. The app has several collaborative features that utilise social networking extensively. The company, based out of Oslo, Norway, was founded in 2009 by internet entrepreneur Joachim Paasche and was honoured as one ofSource: Time Magazine’s 50 best websites for 2010 and featured in its 50 Best websites list. Stay mobile Stay is available for free download on the Apple App Store, Google Play and on With its map facility, the app is useful for navigation and to find interesting places in a new city. Volume 1, Issue 2, Storytelling Stay April-June 2012
  • 87. Source: can either be accessed at Source: downloaded as an app from the Apple App app-with-downloadable-content-to-help-travellers-avoid-data-charges/Store and Google Play. With its map facility, theapp helps you find interesting sites in a new city. The USP of the mobile app are the downloadableThe mobile variant is more useful as it uses GPS offline maps. This way, users don’t incur internettechnology to track tourist attractions close by. roaming charges.Joachim Paasche, founder and CEO of, As mentioned on PR Newswire:said: Just in time for summer travel,’s newWe are thrilled to offer users a better way to plan collaborative travel app allows users to effectivelytrips and travel on both web and mobile. create a ‘city in their pocket’ by downloading their own guides and enjoying them offline, saving on international data charges.Navigate with offline maps Users can download guides and maps for 116Users can download guides and maps of 116 cities on their smartphones. The vector-basedcities. They can discover and add new places maps take up less than 5 mb, giving users ato their personal guides even without an smooth panning and zooming experienceinternet connection and the risk of incurring without long load lags.roaming charges. Explaining how these maps are better, Joachim pointed out: We use Open Street Map, which is an open source alternative to Google Maps. It’s like the Wikipedia of maps. Foursquare uses it too. Even though the idea of downloadable travel guides isn’t new (NileGuide’s Guide to Go provides offline access), Stay gives a complete interactive experience as the maps offer suggestions. User TLWinSF loves the offline maps feature: Love this new app! Very user-friendly and really appreciate the ability to download guides and maps so I don’t have to pay roaming charges. I’m planning to use for an upcoming trip to New York. Can’t wait!Source: 87
  • 88. Discover new placesTravellers can discover new places in a cityby viewing an extensive list of attractionssuch as museums, parks, restaurants andhotels. They can browse through ‘guides’created and recommended by others. Source: wisdom_from_experts_friends.html Experts’ and Facebook friends’ suggestions can also aide the discovery process. Stay experts have travelled the world to provide insights into the best restaurants, sights and attractions. Users can send links to their Facebook friends for suggestions too. Plan and customise trips Travellers can identify the best hot spots based on what grabs their attention, ratings and friends’ and experts’ suggestions. They can plan a trip by building a personalised travel guide.To explore a new place, travellers can eitherclick on a city or search for it. These includemajor metros such as New York, Paris, London,Frankfurt, Tokyo, Melbourne and Mumbai.Clicking on a city takes the user to the ‘Highlights’page that features an extensive list of attractions,including museums, shopping, health andbeauty, entertainment, night clubs, restaurantsand hotels with ratings and prices attached.Users can also book rooms directly, instead ofmoving to another platform.Each category can be filtered by location,popularity, price and rating. Users can browsethrough guides created by other users too.Friends, experts aid destination Source: combines advice provided by itsinternational travel experts, inputs fromfellow travellers and friends’ preferences onvarious destinations. Source: app-with-downloadable-content-to-help-travellers-avoid-data-charges/ Volume 1, Issue 2, Storytelling Stay April-June 2012
  • 89. In short, users can plan their entire vacation As mentioned by Joel Mathis in his article onthrough ‘guides’. Macworld:Dan Fletcher of TIME loved this element of the You can do this informally, by soliciting yourStay experience: Facebook friends’ recommendations on places to stay, see, and eat in town—they don’t have to beWhat really sets apart is the ability to users to offer their highlights.make your trip your own. The Facebook integration assists users byThe app is a huge hit for avid travellers like showing a list of friends who have already visitedJamie Walker: a place, through check-ins. Joe Svetlick onI love love love this app. I just discovered it and Electric Pig said:can’t get over how easy it is to use and how well it If you log in to Facebook, it’ll collate all your friends’works. You can download city guides and use them check-ins as well, so you can see what peopleOFFLINE. So next time I travel to mexico, I won’t thought of a place even if they’re not coming withget roaming charges when I’m searching for a or a good surf rental shop. I also createda few guides of my own city to show people where to CEO Joachim explained the rationale behind thego and where to eat. I’m traveling to New York in a social integration:few weeks and can’t wait to browse guides and thencreate one of my own to share with my friends. By providing travellers with a truly social experience, they can create a city guide that’s completely personal combining recommendationsLeveraging Facebook from experts and their friends.Integration with Facebook allows travellersto request suggestions from friends, invite Other content integrationsfellow travellers to collaborate on their Stay is also integrated with TripAdvisor andguides and access Facebook friend check- Timeout, which provide information onins. Friends don’t have to be Stay users. local restaurants, hotels and entertainment venues around the world, and Google Places to map these venues. Source: Stay has also integrated with established travel content providers like TripAdvisor and Timeout for trusted and accurate information. On offer is the latest on local restaurants, hotels andSource: entertainment venues.Like most new social networks or apps, Stay too TripAdvisor also has a Facebook app with moretries to leverage the popularity of Facebook. than 36 million users, on which travellers canStay realises that users are more likely to have map the cities they have visited with images andconfidence in friends’ recommendations, than in extra information.paid PR driven reviews. Google Places, on the other hand, allows users toUsers can also collaborate with friends they map millions of local venues.are travelling with, by crafting personaliseditineraries. 89
  • 90. LimitationsStay only provides data on 116 cities.Travellers don’t usually have a problemfinding their way in metros, which makes theexclusion of information on small towns andthe countryside a hindrance.Source: http://peopleslab.mslgroup.comOne of the drawbacks is the limited number ofplaces it covers. Most travellers don’t face toomany problems while visiting big cities as thereis loads of information available. Travellers andtrekkers find it difficult to explore lesser-known Besides the fact that Stay only has data for 116places like the English countryside, a village in cities, it is undoubtedly a faster, cheaper and aSouth America or a peak in the Himalayas due to more exciting alternative to other travel guides/lack of information and language barriers. apps.This is where an app would be of great assistance. With Stay, users can plan their trips within hours,As mentioned on Macworld: and on the move.If you’re going even a little bit off the beaten path, Techcrunch writer Anthony Ha said:this app may not be so useful: There’s no way tocraft an itinerary or get an advance view of the sights I’ve played with the app and above all, I wasin, say, Wichita. Stick to the world’s biggest cities, impressed by the speed. It took less than a minutehowever, and there’s plenty here to use and add to. to download the San Francisco guide, then I could open it, zoom in on a location, and scroll around without any noticeable lag — a nice change fromEasier, cheaper and fun the constant load times of the iPhone MapsWith Stay, a trip can be planned in a matter application.of hours. Discovering new places, sharing Stay is also cheaper than travel agents, who oftenstories, navigating cities makes trip-planning try to push deals of their It is also a cheaper alternative to travelagents and guides. Makes conventional travel guides obsolete The app offers solutions to all the problems faced with printed guides and travel agents. This, along with the incorporation of a truly social experience, both online and offline, makes the app a must-have.Source: Volume 1, Issue 2, Storytelling Stay April-June 2012
  • 91. Apple user Fab.U.Lous said on theiTunes website:No need for big fat guide-books.’s guidebuilding app is great to plan trips with friends andwith the help of Stay’s expert recommendations.While Stay might not replace travel agents soon,an increasing number of apps/services willgradually eliminate their need. 91
  • 92. | Designed by MSLGROUP CREATIVE+Write to us to start a conversation onhow we can help you distill actionable insightsand foresights from conversations and communities:Pascal Beucler,SVP & Chief Strategy Officer( Dixon,Americas Head of Insights( Payling,Europe Head of Insights( Mishra,Asia Head of Insights(