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People's Insights Quarterly Magazine Issue 3

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Earlier this year, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and …

Earlier this year, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and foresight approach, which consists of four elements: organic conversation analysis, MSLGROUP’s own insight communities, client-specific insights communities, and ethnographic deep dives into these communities. This four-part approach helps us distill a deep understanding of societal values, consumption behaviors and attitudes towards brands, not only in terms of insights that help explain our world today, but also foresights that give us a glimpse of future worlds.

As an example, 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on 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, as a showcase of our capabilities.

For more, see http://peopleslab.mslgroup.com.

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  • 1. Volume 1, Issue 3, July-September 2012
  • 2. People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary comment on other people’s content andcrowdsourcing platform and approach that collaborate to find innovative solutions.helps organizations tap into people’s insightsfor innovation, storytelling and change. The People’s Lab crowdsourcing platform and approach forms the core of ourThe People’s Lab crowdsourcing platform distinctive insights and foresight approach,helps organizations build and nurture public which consists of four elements: organicor private, web or mobile, hosted or white conversation analysis, MSLGROUP’s ownlabel communities around four pre-configured insight communities, client-specific insightsapplication areas: Expertise Request Network, communities, and ethnographic deep divesInnovation Challenge Network, Research & into these communities. The People’s InsightsInsights Network and Contest & Activation Quarterly Magazines showcase our capabilityNetwork. Our community and gaming features in crowdsourcing and analyzing insights fromencourage people to share rich content, vote/ conversations and communities. Learn more about us at: www.mslgroup.com | http://blog.mslgroup.com twitter.com/msl_group | youtube.com/mslgroupofficial Volume 1, Issue 3, July-September 2012
  • 3. Inside Foreword 04 by Pascal Beucler Editorial 05 by Gaurav Mishra and Nidhi Makhija Creative Storytelling 07 by Dominic Payling Moms, Food & Social Media 11 by Steve Bryant Communicating the Future of Health 15 by Pascal Beucler CNN I’m McDonald’s @MarsCuriosity Voting 19 Mein Burger 29 62Chase Community Foodspotting Free Pussy Giving 24 34 Riot 66 Kickstarter Nike Find Your 39 Greatness 71 LoudSauce SuperBetter 44 75 Anthon Berg Generous Store 48 Hilltop Re-imagined for Coca Cola 52 Alpenliebe Kindness Movement 56
  • 4. Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUPForewordI am delighted to introduce the third After nine months of trackingissue of the People’s Insights Quarterly conversations around inspiring citizenship,Magazine, which pulls together the best crowdsourcing and storytelling projects,insights on citizenship, crowdsourcing and we are beginning to see some broadstorytelling from our global network of trends which, we believe, will shapeplanners and experts. communication and engagement in 2013. I am happy to share that we are workingIn the past three months, we have seen on a People’s Insights Annual Report ininspiring projects where brands and which we will synthesize our insights fromsocial platforms have sparked passions throughout 2012 to provide foresights forand catalyzed change movements, using business leaders and changemakers fordrivers of citizenship, crowdsourcing and 2013.storytelling. I hope you enjoy readingthe insights we have distilled fromconversations around these inspiringprojects. Volume 1, Issue 3, July-September 2012
  • 5. Editorial Nidhi Makhija, Manager - Insights, MSLGROUPGaurav Mishra,VP of Insights, Innovation & Social, Asia,MSLGROUP ourselves sitting on a mine of trends common across projects and global communities. People’s Insights Annual ReportThe People’s Insights Quarterly Magazine pullstogether the best insights from our Insights We believe these trends and insights can beNetwork, in which 100+ thinkers and planners further distilled and analyzed to identify keywithin MSLGROUP share and discuss inspiring foresights that will drive conversations in 2013.projects on citizenship, crowdsourcing and We will summarize these insights, and discussstorytelling. The Insights Network is a private the implications of these foresights for marketersnetwork created on our proprietary People’s Lab in the People’s Insights Annual Report, which wecrowdsourcing platform. will share in early January 2013.Every week, we pick one project and do a deep We hope these foresights, mined directly from thedive into conversations around it — on the people, will inspire and guide you to create yourMSLGROUP Insights Network itself but also on own citizenship, crowdsourcing and storytellingthe broader social web — to distill insights and projects and tap into the power of conversationsforesights. and communities.We started with the belief that some of the most People’s Insights Quarterly Magazine,inspiring projects that are shaping marketing Volume 1, Issue 3and communications are at the intersection ofcitizenship, crowdsourcing and storytelling. Nine In the lead articles for our first two issues of themonths and thirty-nine weekly insights reports People’s Insights Quarterly Magazine, we lookedlater, we feel our intuition is validated, and find at the power of stories, and how brands can create 5
  • 6. purpose-driven stories to build and deepen their Crowdsourcing:relationship with people. In the Apr-Jun 2012issue, we also showcased research from MSL • How the McDonalds Mein Burger campaignItaly on the conversations around food and food became a successful formula to crowdsourcebrands. product innovation and tap into niche online communities across Europe.In the lead article for the Jul-Sep issue, we share • How apps like Foodspotting are crowdsourcinga storytelling framework created by MSL London photos and reviews of dishes, and changing theand showcase two proprietary research studies way people engage with, share, and discover food.– one from MSL Seattle on how social media ischanging how moms plan, shop, prepare and • How platforms like Kickstarter and LoudSauceconsume food; and a second from MSLGROUP are empowering people to fund projects thatEMEA’s Healthcare Practice on the profound they are passionate about, and empoweringtransformation Europes healthcare industry is thinkers, inventors, artists and activists toexperiencing - and the response that companies achieve their visions.in the healthcare sector must formulate to survive • How brands like Anthon Berg, Coca Cola andand thrive. Alpenliebe are crowdsourcing and spreadingWe also look at thirteen inspiring projects at the generosity, happiness and kindness in Denmark,intersection of citizenship, crowdsourcing and the Americas, South Africa, and China.storytelling. Many of these projects build uponat least two of the three drivers, using powerful Storytelling:stories to inspire crowds to take action and drive • How NASA, Nike and Free Pussy Riot, a groupchange. of global activists, used transmedia storytelling to inspire people to dream, achieve personalCitizenship: goals and unite to drive change.• How CNN and Facebook are encouraging • How SuperBetter is merging storytelling and discussions around the upcoming U.S. gaming techniques to motivate people to meet elections on social media with their I’m Voting their health and lifestyle goals in a fun manner. Facebook app, and gathering insights from social conversations. In the coming weeks, we will continue to track inspiring projects at the intersection of• How Chase has built a community of change citizenship, crowdsourcing and storytelling. Do agents, by empowering people to make subscribe to receive our weekly insights reports, a difference in their local and national quarterly magazines, and upcoming annual communities. report, and do share your tips and comments with us at @PeoplesLab on Twitter. Volume 1, Issue 3, July-September 2012
  • 7. Creative StorytellingDominic Payling, Cycle forwards four years, via the MSLGroup DNAPlanning Director, trusted Advisors and ‘creative storytellers’ – ourMSL London increasingly sophisticated approach to corporate and brand storytelling has led us in new andOur ‘story’ begins in 2008. Annette Simmons’ exciting directions. MSL London can now boast aseminal work ‘The Story Factor’ had begun to tip soup to nuts storytelling solution - an overarchinginto marketing consciousness and we realised philosophy that captures our latest thinkingthat the ‘Always-On’ conversation wasn’t just and approach to Storytelling and presents it inanother marketing expression du jour. five chapters.Coke Europe was struggling to get audiences It begins with PurPle, ends with content andto love the mother brand. Red coke sales were urges you to act like a publisher.growing in some markets but regulatory andsocial headwinds were growing faster in others. Chapter One - Importance ofCoke’s communications response was wellorganised but not getting any real attention. It Storiesbecame very clear they weren’t telling their story Let’s start with why stories matter. Have a look atwell. this short film we made that tells you everything you need to know:So we helped them to reframe theircommunications around storytelling –humanising ‘data’, personalising ‘facts’ andmaking ‘figures’ entertaining.From this experience we learned three importantlessons...1. Many brands can’t see their own story and certainly don’t know how to tell it2. Only brands that have a purpose can tell the right story. Source: youtube.com3. Campaigns that tell stories have a voracious So stories are important, but which one should appetite for content you tell?Just think about that short list for a second. And The past four years have taught us that yourthink about the opportunity. story can only exist as an articulation of purpose. Without a purpose you can tell any story. ‘Any story’, unless you luck out with the right one, will 7
  • 8. always descend into commoditisation and an ever They’ve told that tale in the music business, wine,decreasing bottom line for your client. transport, finance, fitness, media and even space travel.Chapter Two - Discovering Your They have told it, re-told it, re-invented it,Story refreshed it, nuanced it in a million ways. So well have they told that story and so consistently have they told it that Branson is awash in the by- product of Purpose (check out Necker Island). By understanding the very nature of our client’s organisation, the reason it exists and the true emotional value it delivers to its stakeholders we can help our clients to shape their purpose. MSLGROUP’s global offering PurPle (Purpose + People) specializes in helping companies discover and leverage purpose and people toYour client’s journey towards a story that gets drive shared value.attention begins with their organisation. Whilst So how do we at MSL London get to the purposemany organisations promise their stakeholders and the story?many things, in the noisy, competitivemarketplace where choice can solve problems or 1. We put into practice our five killer questions.make them worse and loyalty is low, the one thing They focus on helping us define both thethat separates one brand from another is having a functional and emotional needs of clientdefining purpose. stakeholders, the extent to which they would be willing to engage and the validity andThe organisation which can clearly communicate relevance of the organisational purpose‘why we are here’ will be the one having the most against their needs.effective conversations with stakeholders. We spend time understanding the competitiveAchieving this goal is not about simply landscape. If potential stakeholders arecommunicating a client’s product or service engaging with competitors or favouring themmessage. It’s about immersing ourselves in over our client, it’s important we understandtheir business and placing ourselves in the why so that we can act to change perceptions.mindset of the stakeholder. In essence it’sabout finding and communicating how best to 2. From this information we run a moderatedconnect their organisation to their stakeholders storytelling workshop with the client from whichintrinsic emotional needs and then explaining it the essence of a story emerges. This we creativelyin the most powerful way possible – through a craft into a story and narrative by audience.story. That could be as much about framing the But this is the only the beginning. Who is bestnuances and consequences of political decision suited to tell the story, what should they say to getmaking or helping to differentiate one detergent attention and overcome barriers to engagement,from another. where and how should they do this? And what isThe first and most important step in this process the role for the organisation/brand?is to truly understand what makes your client’s At this stage, we would out reach out to trainedbusiness tick. Why do they exist? qualitative and quantitative researchers inThe answer isn’t money. Money is a by-product the client’s region to understand the type ofof having a purpose. The more relevant your stakeholder research to use. Our teams arepurpose, the more widely communicated it will well versed in netnography, qualitative andbe, the more money your client will make. quantitative research methodologies using the latest online techniques of ideation and co-Look at Richard Branson and Virgin – I’ve been creation among the very people our clients wishlucky enough to work for him 4 times in the to influence.mobile, wine and finance categories. His purposehas always been to champion the consumer. Once the story has been established, how do we share it, nurture it and refresh it? Volume 1, Issue 3, July-September 2012
  • 9. Chapter Three - Dynamic Chapter Four - CreativeStorytelling: Think like a Storytelling: 7 rules forpublisher, plan and improvise contagious contentWe plan a story’s journey with the Story These rules act as a guide to content productionEngagement Blueprint (SEB) - a conversation that will help ensure that it will be told and retold,calendar and content plan that translates the over time and across platforms and channels.story into content that can explode acrossconversation themes, platforms and channels. Rule 1: The story must be PurposefulWe manage this journey through an Editorial Purpose inspired content is key to engagingCouncil. Our philosophy embraces a 90 day with your target in a way that brings to life yourplanning cycle that allows us to review what has brand and organisation. It is the shift fromworked, what hasn’t worked and plan for the next communicating what you ‘sell’ to communicating90 days as well as being geared up to respond ‘what you stand for’.immediately at ‘micro-notice’. Rule 2: The story must be InsightfulThere must always be a rapid response elementof the editorial council prepped and ready to Asking your stakeholders to engage with contentact in the case of any significant reputational in a certain way is only going to be successfulopportunity or challenge. if you are asking them to do something that is already familiar to them. The listening exerciseCreating content that fits these needs requires a conducted as part of the story engagementskill to spot potential trends as they emerge and blueprint should deliver you sufficient data toto act upon them in a way that turns your story drive this insight.into something stakeholders can recognise andassociate with. It requires an editorial team to Rule 3: The story must be Engagingsupport on-going listening, to spot key repetitive This rule is easy to explain but often difficult tobehaviours from audience insight and to turn follow. It is about creating content that is easythese into shareable and viral stories. for users to engage with – be that a comment,But most importantly, developing sustainable a follow, a share or a like. It also relates tocontent requires the skill of cross –platform campaigns where you ask your audience tocreativity. A story often lives across multiple participate and co-create content with the brand.platforms and can be told through a combinationof media, imagery, video posts and text. Rule 4: The story must be Entertaining, rewarding or informativeOur final task in this journey will be to ensure wefurther explode your stories into digestible, easy Does your content entertain, reward or inform?to share content. Test it. If it doesn’t, scrap it and start again. 9
  • 10. niche tastes find other individuals with common interest and to help them form communities and groups. Build on this. Find out what unites your stakeholders and build the content around this. Rule 7: The story should Play on emotions If you can create content that plays on your audience’s emotions, you will secure a deeper and more meaningful response from them.Rule 5: The story should Build on existingthemes and trends Chapter Five – ReviewIn essence it’s about building your content Like any great story expect to be reviewed. In factaround ‘memes’. A meme is "an idea, behaviour think of it like an Amazon review that feeds backor style that spreads from person to person into the success of a story.within a culture." A meme acts as a unifier for We have developed a set of metrics that we usecarrying ideas, symbols or practices, which can be to review and adapt our stories with. If you’d liketransmitted from one person to another. to know more about them and how we use themRule 6: The story should Unify get in touch.One of the reasons for social media’s widespread If you would like to know more about oursuccess is the fact that it has provided an easy storytelling process, contact Dominic Payling atmechanic for helping disparate individuals with dominic.payling@mslgroup.com View MSLGROUP Creative Storytelling on Slideshare Volume 1, Issue 3, July-September 2012
  • 11. Moms, Food & Social Media:A Winning Recipe for MarketersSteve BryantDirector,Food & Beverage,MSLGROUPNorth AmericaSocial media lives in the moment, so it’s no For Moms, Dinner Help is Only asurprise that food and drink should figure so Click Awayprominently in the medium. We eat or snacksome three to 10 times a day and, as we do, weoften share that experience – we even sharewhile we eat.It’s a phenomenon that inspired a joint study, byThe Hartman Group and MSLGROUP Americas,to explore how food culture in the United Stateshas evolved under the influence of social anddigital media.More recently, MSLGROUP disclosed aproprietary segment of the study focused on 400 The study showed that moms are much moremoms with children under 13, the leading market likely than non-moms to use social mediadriver in the U.S. food and beverage industry. while preparing meals (40% vs. 30%). InStudy results confirm the remarkable influence fact, almost 60% of moms (vs. 48% of non-of moms, not simply at the cash register, but moms) search online for a recipe or foodalso as chief movers in food culture. In fact, we preparation tips. Almost half (47%) of momsconclude that social media has magnified their also texted a friend or family member forinfluence and helped reshape how new food cooking ideas.habits are adopted. It’s information that willprove extremely valuable to food and beverage Their interests should serve as a content guidemarketers. for food marketers online:Women with children under 13 are spending 15.2 • Quick and easy meals (77%)hours/month on social networking sites alone, • Low-cost meals (55%)compared to men at 8.4 hours. All told, 44%of such moms are reading or browsing posts • Holiday dishes (55%)contributed by others on social network sites • Health and nutritious meals (46%)or tools such as Facebook, Twitter, LinkedIn orMySpace. Not surprisingly, millennial moms have been most progressive in adopting social media for meal planning and other food-related information. Our study shows that these younger moms are the most interested in leveraging 11
  • 12. online networks and resources when it comes to contribute reviews. In fact, moms are morefood — meal planning, new restaurants to try, and likely to contribute a product review to sites likelearning about new foods or nutrition. Amazon and Yelp than women with no children (moms 23% vs. total females 18%).Building a Relationship with Moms With 29 million moms visiting social networkFor marketers trying to calibrate their digital- sites monthly, their ratings and reviews can reallytraditional marketing mix, it’s useful to know boost or bust a products reputation.that most traditional channels remain valuable. A watchword to food makers: Mom is most likelyMoms are diversifying their sources, now favoring to share a review when she is very impressed oronline channels, but abandoning few. That said, very disappointed. Middling experiences receiveprint usage is facing significant declines with little attention, so find ways to wow them.millennial moms. Moms may be less likely to share photos of mealsWe’re well past the digital tipping point, with and restaurant descriptions – perhaps becausemoms spending more time engaged online they don’t get out as much – but they are morelooking at resources to learn about food (48%) likely than women without children to describethan they do looking at offline sources like a home-prepared meal or snack to their friends,cookbooks and magazines (16%). In addition to or request advice about what food to prepare andrecipes, moms browse restaurant reviews (15%) how to prepare it.and food blogs (16%) online.Almost two-thirds of moms who took the surveyvisited Allrecipes.com for meal inspiration.Foodnetwork.com (52% of moms) and Recipes.com (45% of moms) followed behind. Photo from GoodnCrazy on Flickr Smart phones are now used by a majority (52%) of moms with young children, and they are putting them to use while shopping. In the last year, they compared prices, downloaded coupons, made purchases, and shared shopping experiences on their social networks – all at higher rates than other women. Those numbersBut what role do brands have in this online – now in the low double digits – will only climb asconversation? smart phones permeate the market.Moms say they want two things above all from These are dramatic changes for moms, whobrands: deals and recipes. In our view, deals are might once have relied on their own moms forpractically mandatory, but recipes are the best the largest share of their food tastes and know-way for brands to build a long-term relationship how. Now, moms have turned to crowdsourcingwith moms. their food ideas – and savvy brands will followIn fact, we see recipes as the original viral them with the best available information on whatcontent. Good recipes get enjoyed, passed they need and want online.around, and served to family and friends. They --can potentially live for years in a mom’s mealtimerepertoire, and every consumption occasion Steve Bryant leads the Food & Beverage businesscould translate to sales. for MSLGROUP Americas. For a copy of the study results, contact him at steve.bryant@One really important thing to know about mslgroup.com or 1-206-313-1588.moms: They frequently consult online reviewsand, especially as they gain experience, they Volume 1, Issue 3, July-September 2012
  • 13. Highlights: Social and Digital MediaChanging Food CultureIn a broader study, The Hartman Group and (home-grown expert bloggers, personableMSLGROUP Americas interviewed 1,641 online celebrities, foodie friends, and moms) and theadults to understand how Social and Digital masses.Media are Changing Food Culture. Standby Meal CompanionHere are some highlights from the study: While eating or drinking at home, nearly one-Transforming Food Culture third of Americans use social networking sites.Social and digital media are transforming food Among Millennials (18-34 years old), this figureculture in four areas: Traditions (meal planning), jumps to 47%. If you’re eating solo, chances areTransactions (shopping), Techniques (preparing) you’re also texting friends who live miles away orand Table (eating). posting food photos to a review site.Almost half of consumers learn about foodvia social networking sites, such as Twitter and Source of Food infoFacebook. 40% learn about food via websites,apps or blogs. 46% of online consumers said they spent more time engaged online, as opposed to 31% who saidInfluence and “Real people” they’re equally engaged with both online and print.Consumers prefer to hear from people who eat While 31% say they are inspired by food shows theyfood, not entities who sell it. They are tapping into watch on TV, 25% are inspired by recipe websiteseach other’s expertise on blogs, recipe forums or phone apps, and 17% are inspired by restaurantand review sites. Specifically, they are tapping review websites or phone apps.into the opinions of “real people” – individuals View Social and Digital Media are Changing Food Culture on Slideshare 13
  • 14. View Clicks & Cravings: Social Media & Mom on SlideshareVolume 1, Issue 3,July-September 2012
  • 15. You Share, We Care: Communicating theFuture of Health in Europe 1. A new ecosystem: Power to the PeoplePascal BeuclerSVP & ChiefStrategy Officer,MSLGROUPThe Social Shift is probably the biggest challengemany firms in the Healthcare sector are facingthese days. But for many companies it is not aneasy path to take. Legal constraints are tougherthan ever, and regulations are tighter too.There is a growing public demand for "CorporateCitizenship" and patients, who are empoweredby social media, now act as direct stakeholders ina relationship which, till now, used to be a purelyPharma/Physicians one.Engaging with people and patients’ communitiesis no longer an option. It is an absolute necessity. Word of mouth has always been important in healthcare, but thanks to social media, millions ofMSLGROUP’s EMEA Healthcare Practice recently people are today talking about drugs on the Webconducted a “You Care, We Share” survey in without involving a doctor. Alongside challenges,which 70 top managers at healthcare companies this reality also offers opportunities to engagefrom Great Britain, France, Germany, Italy, with patient groups online, leveraging theirPoland, Scandinavia, Spain and Switzerland, clout to communicate a healthcare companysshared their views on the macro trends shaping messages.the healthcare market, from pharma, to the fieldsof nutrition and agribusiness. The managers surveyed are well aware of the impact digital communication is having on theirThe results of the You Share, We Care survey industry, and want to become protagonists in thewere shared during a private gathering that took conversation around Health:place in Geneva this Summer, the purpose ofwhich was to encourage reflection and stimulate • Nearly 2/3 of the managers interviewed thinkdebate among healthcare professionals. Some of that social media offers an opportunity, whilethe most insightful findings from the survey and only a little more than 1/3 think scientificconclusions reached during the meeting have meetings are important.been put together in a white paper: You Share We • Managers think that the social mediaCare: Communicating the Future of Health. revolution has occurred and thereforeThe white paper focuses on five particular areas: digital tools are an integral part of their communication campaigns (53 out of 70), although 34 out of 70 are worried by regulatory restrictions and approval processes. 15
  • 16. • Social media is an important means of are to be perceived as part of the solution to Europes communication, but companies do not really healthcare challenges. know how to go about using social media as a tool and do not feel ready to handle the Advocates have different opinions in different resulting open dialogue among stakeholders countries; they often do not agree with each other (49 out of 70) and are sometimes against companies on principle. The stronger activists are probably young people and patient groups. In order to target them we must find2. A new deal: The EU and new tools and have clear strategies on what we wantgovernments are increasing the to achieve from them. Once again digital PR can bepressure on healthcare companies of help: monitoring opponents, neutral players and possible advocates. 4. A new paradigm: The need for innovationHealthcare actors must balance the need to provideuniversal health care, and long-term care, with theincreasing demands in the coming years associatedwith an ageing population, technological developmentand growing patient expectations. Innovativereimbursement strategies hold the key. From R&D, to reimbursement strategies andAnother important area of cooperation between partnerships, there has never been a greater need forstakeholders is the prevention of diseases, so as to innovation in the sector. At the same time, it is crucialsave costs in the long-term. that healthcare companies better communicate the value of innovation to a skeptic public.According to MSLGROUP’s survey “You share, wecare!” 52% of the top healthcare managers in the When it comes to food safety and health, consumersindustry in Europe agree (or strongly agree) that are scared by innovation - especially chemical science“more effective preventive measures and fundamental - as they instinctively think that what is natural is goodlifestyle changes need to be promoted to encourage and what is artificial is dangerous. Companies need tooverall healthy behaviour. promote innovation in research and technology and a higher awareness of the benefit of innovation forBut who is going to convince people to get ready to consumers.embrace healthier habits?3. A new style of engagement: 5. A new mindset: HealthcareTowards advocacy reputation and corporate citizenship In a world where the relationship between businessHealthcare companies must develop multi-pronged and society has significantly shifted, healthcareapproaches to advocacy, focusing equally on the Pan- companies need to increase authenticity in theirEuropean and local levels. There is also an urgent communications, win trust, and build reputation.need to develop holistic external communications They also have to focus on creating shared value withstrategies - that put digital at their heart - if companies stakeholders, through collaborative social innovation. Volume 1, Issue 3, July-September 2012
  • 17. From the MSLGROUP survey it is clear that managers Firms in the Healthcare sector at large need to notthink that disease awareness is relevant and HCPs only rediscover their social purpose, but to also put itare a priority in their communication strategies, at the core of their businesses, and to consider it whenbut two thirds of respondents think that reputation engaging with all stakeholders.management is important and is becoming more andmore crucial. At MSLGROUP we believe that companies need to become PurPle by putting purpose and people at theMoreover, it is time for companies to enhance how they core of their business and communications strategy.communicate about the social impact of their actions, Purpose is about opportunity and potential. Peopleand to reinforce how they engage socially, so as to make it real with their passion and insights. Health,shift how society currently perceives given industries. wellness and nutrition is one of the four PurPleIndeed, the MSLGROUP survey shows that “45 opportunity areas -- along with environment, educationmanagers out of 70 believe that CSR is an integral part and human potential -- where companies can createof their communication strategy,” yet the public may shared value, for both business and society.not be fully aware the industry holds that view. To do this, healthcare companies need to inspire,In order to strengthen their commitment, companies organize and energize their stakeholders to sharehave to move from philanthropy to purpose, as a insights about their needs, and then care enough to actcompanys purpose must be placed at the core of their upon these insights.actions and activities. View You Share, We Care: Communicating the Future of Health on Slideshare 17
  • 18. Corporate Citizenship
  • 19. CNN I’m VotingI’m Voting Facebook app The app will serve as a “second screen” for CNNs America’s Choice 2012 political coverage. Via on-CNN partnered with Facebook to create air, online and mobile segments, CNN personalitiesthe I’m Voting app to encourage people will use the app to ask Facebook users the mostto discuss political issues and pledge to important questions driving the national dialoguevote, and to share insights from these and report on their answers.”conversations in their coverage of the 2012presidential elections. New direction for CNN With CNN TV ratings touching a 21 year low and with a 23% drop in the 24-54 year old category, analysts commend the network’s partnership with Facebook and efforts to revamp their news products. As Adweek writer Charlie Warzel pointed out: "With ratings falling to a 21-year low in the second quarter of this year, CNN needs to make bold moves to draw viewers to its broadcasts, and its betting that Facebook is the answer."Source: facebook.com twitter.com/nprbusinessIn a press release, CNN shared: Sam Feist, CNN Washington bureau chief shared CNN’s vision for the 2012 elections:“The app will enable people who use Facebook to committo voting and endorse specific candidates and issues. “This partnership doubles down on CNN’sCommitments to vote will be displayed on people’s mission to provide the most engaging coverageFacebook timeline, news feed, and real-time ticker… of the 2012 election season. CNN’s unparalleled
  • 20. political reporting combined with Facebook’s social As Govind, member of the MSLGROUP Insightsconnectivity will empower more American voters in Network commented:this critical election season.” “I love the fact that this initiative gets media toPower of social influence partner people in recognising and thinking of real issues, and lets people see that they are not alone.The team behind the I’m Voting app and Also, as this movement grows, political parties getgovernment 2.0 analysts believe that social to see that they need to deliver.”citizenship can impact the outcome of the Meghan McCain, daughter of 2008 presidentialelections. candidate John McCain, blogged:The U.S. Politics team on Facebook wrote: “In my opinion, It will be really interesting to“We believe that the power of friends — the social see how this Facebook integration influencesdynamic that creates a societal impact — will conversations surrounding the election amongresult in a more involved citizenry that turns out young voters, and if it will become a platform foron Election Day, informed about the most critical bipartisanship.”issues facing the nation.” Too much politics on Facebook?Alex Howard, Government 2.0 Correspondentat O’Reilly Media, addressed the question “Will However, several people are growing tired of“social citizenship” play a role in Election 2012?” in the constant discussion of politics and thea blog post recently, and shared this quote from elections in media and on social media, andDennis Crowley, Founder of Foursquare,: resent the additional discussions the app is likely to spark.“If I check into a coffee shop all the time, my friendsare going to be like, hey, I want to go to that coffeeshop. We’re thinking the same thing could happenen masse if you start checking into these pollingstations, if you start broadcasting that you voted, itmay encourage other friends to go out there and dosomething.” Source: venturebeat.comA recent study from University of California, San As CNET reader jeffhesser commented:Diego validates this theory. The study estimatesthat 340,000 votes in the U.S. Congressional “Sweet. i was hoping wed come up with a great wayelections in 2010 can be attributed to a Facebook to incite facebook friends into making commentsmessage that prompted people to vote. 60,000 that i will ultimately have to delete and unfriend.”people who saw the Facebook message posted Blogger Jordan Valinsky even featured the I’mthat they had voted, thereby influencing their Voting app in Daily Dot’s weekly column on thingsfriends and resulting in an additional 280,000 they hate about the internet:votes. “CNN has found a new way to make your overtlyJames Fowler, the lead author of the study, political friends even more annoying: the networkhighlighted the ‘friend factor’ as the main driver has debuted a new Facebook application thatof change: infiltrates your feed with their dumb political views.”“Social influence made all the difference in politicalmobilization. It’s not the ‘I Voted’ button, or the Potential to gather metrics andlapel sticker we’ve all seen, that gets out the vote. insightsIt’s the person attached to it.” Analysts acknowledge the potential of theGood platform for debate I’m Voting app to use metrics gathered from surveys and insights gleaned fromPeople appreciate CNN’s efforts to create conversations, both to predict trends and toawareness and spark discussions around better understand the views of the masses.important issues, and point out the app’spotential in reaching young voters. Online radio host Tim Berge noted: Volume 1, Issue 3, Corporate CNN Im Voting July-September 2012 Citizenship
  • 21. “Currently, about 25-hundred Facebook users have Privacy concernspledged to vote in November. Of the participatingusers, 53 percent said they are Democrat, while 25 People are also unhappy about the privacypercent are Republican, and 22 percent said they concerns the app raises.are Independent. Some are wary about sharing their preferencesAnd, despite what the candidates may be saying with Facebook. As aka_tripleB commented:recently in their campaign attacks... most Facebookusers are listing the economy as the most critical issue.” “Who would want to give Facebook this kind of information? This will lead to all sorts of politicalOnly represents Facebook & CNN calls and emails.”fans Others point out that voting is a private matter. As Brian, a reader of online news blog kurzweilai.Several people have criticized the data net, pointed out:collected from the app, pointing out thatit does not truly represent the view of “The idea of voting includes privacy! It is a keyAmericans but of Facebook and CNN users, element in the political process. This is persuasion through intimidation.”the majority of whom are democratic. Overall lack of trust & increase in cynicism The criticism and comments from app users indicate a lack of trust in the media and elections coverage.Source: facebook.comSteve, a reader of online news blog kurzweilai.net, pointed out:“Deriving polling data from an app like this wouldbe almost useless because your sample populationwould be skewed by only including FB & CNN users.”CNET reader Mr_Mop commented:“If there was a Yahoo! app, it would be 96%Republican 1% Democrat and 3% Independent. Ifyou dont believe me, go read comments in politicalarticles about Romney or Obama.”Ignores independent candidatesSome have criticized the app for naming Source: gallup.comonly Obama and Romney and ignoring A Gallup survey released in September 2012independent candidates such as Gary reported on this trend:Johnson, which comprises quality of datacollected, and misleads app users. “Americans are clearly down on the news media this election year, with a record-high six in 10As Jillian Mack commented: expressing little or no trust in the mass medias ability to report the news fully, accurately, and“What the heck kind of poll leaves out a two term fairly…governor (Gary Johnson) who is already on theballot in more than enough states to achieve “On a broad level, Americans high level of distrustelectoral victory as president? CNN has ZERO in the media poses a challenge to democracycredibility as a news source with a poll like this.” and to creating a fully engaged citizenry. Media sources must clearly do more to earn the trust ofHer comment was liked by 83 people. Americans, the majority of whom see the media as biased one way or the other..” 21
  • 22. The lack of trust is paired with an increase incynicism towards elections coverage. Instead ofaccepting data at face value, people are activelyevaluating and forming their own opinions.As CNN reader ma3ai commented:“does anyone else notice how this exercise was onlyuseful and meaningful to cnn itself? its not a goodrepresentation of what americans think or people ingeneral think. it is only a good representation of what cnnreaders think. and they did it to poll their audience so thatthey can cater to the audience better.”Role of data in election coverageAnalysts and journalists speculate that digital Twitter Political Index (source: twitter.com)tools and data will play a big role this year – inmedia coverage and in people’s minds, and most As blogger Katherine Leonard wrote:digital companies are riding on this hype with “Technology has certainly found its place in politicstheir own data products. over the past four years, as is especially apparent come election season. Be it for traffic, data mining or a means of performing civic duty, the big names in tech, from Amazon to Microsoft to Google and Facebook, are providing the masses with a set of shiny new tools to be heard online.” Will social trends predict next US president? Some people believe that social trends will indicate the outcome of the elections. As Nathan Ingraham, news manager at The Verge, commented: “By the time November 7th rolls around, well be able to see which social network did a better job at predicting the outcome of this years presidentialCNN & Facebook Election Insights (source: cnn.com) election.” Others caution that insights must be separated from noise and that social trends may not be an accurate measure of the entire population. As Dave Einstein, contributor at Forbes, explained: “Technology can be a two-edged sword. Remember the 1948 election, when the polls predicted a Dewey landslide over Truman? That election marked the first time pollsters relied on telephone surveys, giving them access to more voters—big data back then. It turned out that a lot of Truman supporters didn’t have phones.”Amazon Election Heat Map 2012 – What are Americans reading? (source: amazon.com) Volume 1, Issue 3, Corporate CNN Im Voting July-September 2012 Citizenship
  • 23. View this report directly on Slideshare 23
  • 24. Chase Community GivingChase Community Giving “I have Diamond Blackfan Anemia and our charity just won $100,000 from Chase! It meant the worldChase Community Giving empowers to us since there are only 700 patients worldwide.customers & employees to nominate We are small community of people with a big goalcharities to compete for a total of $7.5 of a cure!”million of funding. Charities with the mostvotes from the public win a larger share of Charities gain funding & exposurethe funding. Non-profit consultants believe that theIn September 2012, 30,000 charities were platform offers charities more than fundingnominated, and after two weeks of voting – the charities also gain mass exposure andon Facebook, $5 million was donated to 196 new supporters from the Chase Facebookcharities across the United States. Chase community of 3.8 million people.Community Giving was launched in 2009.Source: facebook.comPeople decide what matters Source: facebook.comPeople participated in the program to As Carrie Hirmer, a consultant to non-profits,support causes they believe in, and in many commented:cases, to give back to charities that have “For us, being in one of these contest-type grantshelped their loved ones and their local has been a wonderful thing so far. It may not workcommunities. as well for some organizations. It has helped increase awareness of the need for our project andAs Kendra Kofron commented on Facebook: has served as a door-opener, so to speak, Volume 1, Issue 3, Corporate Chase Community Giving July-September 2012 Citizenship
  • 25. for relationships that will last long after the “What put this campaign over the top, is how thecontest ends.” community stepped up to help us. The Mayors office, The Chamber of Commerce, The PheasantBenefit to Chase Lane Mall, The Boys and Girls Club of Greater Nashua, are just some examples of the communityBy targeting charities with a voting contest, that really stepped up and helped us. The supportChase energized the local communities of of so many individuals in and outside the musicnumerous causes, expanded exposure of field was amazing”the Chase brand, and built credibility as a Erich Timmerman, spokesman for JP Morgansocially responsible company. Chase shared some of the innovations used by aAs Kimberly B. Davis, president of the JPMorgan local group:Chase Foundation, said: "Some people use Facebook and YouTube.“Voting with Chase Community Giving helps to One organization started a thing called virtualenergize the vast number of supporters of so many volunteering. They had people go to Starbucks withgreat causes. At Chase, we are excited to lead local laptops and solicit votes."and national causes in finding a voice and raisingawareness and critical funding for their work in But should charities participate?communities.” Members of the non-profit industry remainJack Ucciferri, blogger at the Huffington Post, skeptical and divided about participating intook a more cynical view and pointed out: voting contests, which minimize people’s“What is Chase getting for the crumbs theyre involvement to just voting, pit charitiesthrowing in the direction of our favorite non-profits? against each other, and provide ‘free’Well, they are essentially buying brand value from advertising for big corporations.the one sector that still has much credibility at allwith the general public.”Indeed, Chase received numerous accoladesfrom the public for helping out localcommunities. As Julie Brown commented onFacebook:“Way to go, Chase- it is refreshing to see a “big Source: philantrophy.comfaceless corporation” making things right. Thanks Beth Kanter, social media consultant for charities,for looking out for the little guys!” cautioned:Tapping into local communities “For organizations that are pestering their supporters and friends to "vote for me" has theThe program sparked grassroots potential of eroding the hard earned social capital.movements as local communities took it It does not promote the good kind of relationshipupon themselves to promote local charities, building that can really sustain an organizationusing tools provided by Chase as well as in the long run. It promotes transactionaltheir own innovative promotion ideas. relationships.” Dana Gold, a non-profit executive, commented: “I think vote driven, online philanthropy contests are an unfortunate trend. They pit deserving non- profits against one another, increase apathy amongSource: nashua.patch.com supporters/donors who tire of the constant barrage of "vote for us" messages, and discriminate againstThe power of local communities was evident for emerging ideas/innovative initiatives with few backers.Spartans Drum and Bugle Corps, a small charityin Nashua, New Hampshire, which qualified for Vote driven online contests are really just very$50,000 in funding. As Paul LaFlamme, head of inexpensive ad campaigns for the companythe institution, shared: donating their funds. They get lots of good press 25
  • 26. and lots of bang for a proportionately small buck. As Facebook fan Shelly Griffin commented:The amount of time non-profits spend begging forvotes could be better used to educate supporters and “Being passionate about what you believe in is oneenlist their support in more longer-impact ways.” thing. Being rude to and about the ones you are not, is offensive. Quite frankly, you are making aOn the other hand, Jon Camfield who organizes wonderful thing that Chase is doing into somethingsimilar voting contests at Changemakers.com, very ugly…pointed out one benefit of such as contests: You were afforded "free advertising" on this page for“The increased funding transparency of your cause as well, and if you had so many voters, Icompetitions is a good thing for the social change bet it elevated your overall donations beyond whatsphere. Transparency changes the closed world of you would have received had you not been at thisgrant submissions into an open space. This allows page at all.”the entrants to see who else is competing, how theiridea is (or is not) differentiated, and gives a clear Facebook fan Ryan Williams commented:sense of what the funder is interested in. Hopefully, “These contests reward charities who can activelyfor the ideas that dont win, they at least also engage their volunteer or donor base to go out andunderstand better why their idea was not selected, vote for them... Getting people actively involvedand have a path forward to evolve it or pursue more in your mission is equally as important to therelevant funding sources.” sustainability of a social movement as gatheringNot all participants however agreed with the outcome data.”voice of the crowds. Wave of nationalismWhich charity is “more important”? However, the decision to award the topWith a maximum of 5 votes to cast and grant of $250,000 to the Egyptian Cancernearly 30,000 charities to choose from, Network* was not received well, and peoplepeople were forced ask themselves which were enraged that the money would not because was “more important,” leading to used to the benefit of U.S. citizens.anger and bitterness after the winners wereannounced.As Linda Percy commented“Hammonton Rescue Squad. In the business ofsaving lives. Yes human lives in all types of weatherwho really really really could have used the moneysince we have a lot of uninsured children and adultsand migrant workers that have no insurance....We dont even [get] considered. But yet its moreimportant to fund a band or playground not save ahuman life... Chase should have given all charitiessome and not a bunch too a couple groups because Source: facebook.comthey got a lot of votes.. we all could have benefited.JERKS” As Holly Williams commented:Support for Chase “It say community giving, since when is Egypt in OUR community? Ship it over seas andBrand evangelists condemned the when your in trouble the AMERICANS will bailbitterness of “sore losers,” pointed out the you out! I am extremely disappointed!”benefits other than funding, and arguedthat charities that can successfully mobilize Some were especially outraged that Egypt wastheir communities to vote deserve to be the main beneficiary of the contest given therewarded. recent protests at the U.S. embassy in Egypt (two weeks before the Chase Community Giving awards were announced). Volume 1, Issue 3, Corporate Chase Community Giving July-September 2012 Citizenship
  • 27. As Carol Ross commented: Indeed, upon hearing that the charity he voted for was disqualified with no explanation, Steve“Im very surprised about the winner-please hold Joseph pointed out the need for customers tothe money until they stop burning our flag and choose companies that provide shared value:demonstrating their hatred for us.” “Im truly sorry to read about [the disqualification]Charities vs. customers but I am not surprised. This simply deepens my efforts to move ALL my banking and investmentMost of the debate focused on which charity was efforts away from Chase bank and I would suggestmost deserving, but several people pointed out to anyone after reading the above that you do thethat the $7.5 million could instead have been same. Only we can make the difference by aligninggiven to customers in the form of better rates and with individuals and businesses that have the betterproducts. interests of our health as a key priority.”As Debbie Strong Washington commented: Others believed that Chase did provide value. As“not to seem crude, but what about just giving Ryan Wilson, a professional contest organizeryour real customers better rates on their savings commented:accounts instead of giving money away to “Chase and Pepsi (re: Pepsi Refresh) got goodcharities?” mileage out of their campaigns, and they put up a ton of money to run them. So are these contestsDemand for shared value philanthropy or marketing? Can they be both andAll the responses, both positive and negative, achieve simultaneous goals?”had one thing in common: they acknowledgedand demanded the need for shared value, andrewarded or punished Chase for the same. View this report directly on Slideshare 27
  • 28. Crowdsourcing
  • 29. McDonald’s Mein Burger Staying true to the fans People used the ‘Burger Configurator’ tool to choose from 70 ingredients (bread, meats, sauce) to build their dream burgers, and to give them personalized names. McDonald’s was sincere in its mission to give control to the fans, and the freedom to choose from so many ingredients no doubt contributed to the campaign’s success.Source: birgerking on Flickr In contrast, German brand Pril had launched a similar campaign at the same time, which facedGermany’s 1st crowdsourced severe backlash online for being against the spiritburger of crowdsourcing.To celebrate its 40th anniversary in As Julian Schollmeyer, Client Services Manager,Germany, McDonald’s launched a six- 1000 Heads – Berlin, wrote in his blog:month-long crowdsourcing campaign, “Henkel launched a campaign on the net whereinviting Germans to make their own burgers users could design their own ‘individual’ bottleonline. using a tool set with mostly predefined graphics (i.e. colourful flowers, birds etc) to stamp on theMcDonald’s Germany had already created many virtual label. The two designs with the most votes‘limited time only’ promotional burgers, and would then hit the shelves in October. So far, sowanted to do something different this year. predictable.Digital agency Razorfish said: However, having users stamp pre-defined flowers“We knew that many dreamed of creating their own on a label and then hailing it as a crowdsourcingindividual McDonald’s burger. A burger that would campaign struck copywriter Peter Breuer [whoappear on the plates of our two million daily guests. started the backlash] as, frankly, lame.”So we created a competition and invited everyoneto take part. It was time for Germany’s first crowd-sourced burgers. By the fans, for the fans.” 29
  • 30. Crowdsourcing promotionMcDonald’s further empowered participantsto get votes, providing DIY tools to makepersonalized web banners, video promosand posters. One such marketing tool evenallowed people to pit their burger againstanother, and post this on Facebook. Source: stevinho.justnetwork.com Impact online and in real life Online, 116,000 burgers were created, 120,000 Facebook fans were gained, andSource: McDonalds.de every fourth online German was reached.About 12,000 user-generated marketing These numbers nearly doubled in secondcampaigns were created, helping the campaign edition of the campaign.go viral, and 1.5 million votes were cast. In real life, the campaign set local benchmarksReuben Halper, a creative at Google UK pointed for promo burgers sold, customers gained andout the role of execution in achieving success: revenue raised.“It’s always nice to see examples of crowd-sourcing The results of Mein Burger were phenomenal,and co-creation done right. To be fair, it’s hard to impressing even the digital agency that ran thedo those types of campaign in a way that doesn’t campaign. Norman Rockmann, account director,feel gimmicky and benefits both the user and the Neue Digitale/Razorfish – Berlin, said:advertiser… “We really did not expect to have this much successIt’s all about the execution in this case as with the campaign. The [success] we had wasRazorfish… provided the tools for users [to] in part 40, 50, 60 times higher than previouspromote their burger creation and encourage their successful campaigns.”friends, as well as the general public, to vote for theeventual winners.” People’s Insights on what worked Firstly, allowing participants to personalizeNew brand evangelists burger names served as an outlet forFive finalists were chosen based on public creativity and, more importantly, as enticingvoting, and were given star treatment. short-form content pegs people could pushThey starred in their own TV commercials, out while asking for votes.and their burgers were served at 1,415 As was noted on the MSLGROUP InsightsMcDonald’s locations in Germany for a week Network,:each. The ‘Just Stevinho’ burger won afterthe last round of voting. “It helps differentiate the crowdsourced burgers without having to scrutinize the ingredients. TheNot only did McDonald’s gain five new burgers, burger inventors can name their creations afterbut also five brand evangelists. themselves for an ego boost. And the comedians out there get to have some fun (someone evenWinner Steve Krömer especially evangelized suggested a “Mc Gyver” burger!).”the brand on his widely-read podcast-blogon gaming, with blogs posts promoting thecampaign, gathering feedback on TV spots,defending McDonald’s customer service andlaunching the second edition of Mein Burger. Volume 1, Issue 3, July-September 2012 Crowdsourcing McDonalds Mein Burger
  • 31. The fanatic love for Bronies even surpassed the anti-junk food sentiment for some, as is evident in a comment by donstopme on Equestria Daily: “YES! Being German finally pays off! I normally avoid it, but I think it’s about time to visit McDonald’s again” Global brand, local relevanceSource: trendspektor.de By including traditional German ingredients in the Burger Configurator, McDonald’sSecondly, online communities played a key role was able to forge a deeper, more personalin building hype and spreading reach. connection with Germans.In 2011, the campaign gained momentum As American-German blogger Steve Fuchs said:as people reached out to their personalcommunities for votes. “This year’s first place winner has Germany written all over it…The ultimate winner was theIn 2012, communities such as 9gag, 4chan, Pretzelnator which consists of a pretzel bread bunMyDealz, and Bronies, helped McDonald’s reach with sour cream, onions, lettuce, schinken, hardnew audiences. In fact, it was rivalry between the cheese, beef, and cheddar cheese. What morecommunities that led to a huge jump in votes could you expect from a German creation?”cast, from 1.5 million in 2011 to 5 million in 2012.Robin Joggarn Törnkvist, top commenter on ameme sharing site, tracked the voted received bythe rival burgers:“Score is now: 9gag = 32k [and 4chans] Mc Moot =28,5k.”A large support group appeared seemingly out ofnowhere from the community of ‘Bronies’ – malefans of the American animated TV series ‘MyLittle Pony: Friendship is Magic’. After receivingseveral requests for votes, German Brony,Sebastian, created and named a chicken burgerafter the character Scootaloo. Source: germanpulse.com In two years, more than 460,000 recipes were created and voted upon – an abundance of data and insights for McDonald’s. Indeed, Duncan Cruttenden, R&D manager, McDonald’s Germany,Source: trendspektor.de said:Amused by an inside joke over Scootaloo and “We know better which ingredients and combinationschickens, the burger made ripples in the global consumers want.”online community of Bronies. Discussionsdeemed McDonald’s the new location for McDonald’s may have achieved the rightGerman Brony meet-ups, and Sebastian’s Mein formula with the Mein Burger campaign, and hasBurger entry received the maximum support – already replicated it successfully in Austria. Themore than 160,000 votes. campaign has also launched with adaptations in the Netherlands and Spain. 31
  • 32. Local campaign, global reach The burger had, however, already attracted a few thousand votes and guilty giggles on memeDigital is a global medium, and McDonald’s sharing site Know Your Meme.a global brand. As participants tapped into As Tublorene Jenkins commented:their communities to gather votes, theyexposed McDonald’s and the Mein Burger “McHolocaust… in Germany… I can’t stop laughing,campaign to people across the globe. it hurts.”The exposure led to positive responses, with Crowdsourcing clearly has its benefits, and toseveral people expressing a desire to travel be successful requires a team equipped andto Germany to eat the crowdsourced burgers. prepared to retain control in favour of the brand.Others wrote open letters to McDonald’s,begging for the burgers or the campaign to come Crowdsourcing in the F&B spaceto the US. To date, several food and beverageA blogger at Fat Brat wrote: brands globally have experimented with“Make This Please: McDonald’s Pretzelnator… If crowdsourcing product innovation, toMcDonald’s doesn’t import this into the US I’m varying degrees of success, includinggonna, well…hm well I guess I’ll just be healthy and Domino’s Pizza, Ben & Jerry’s ice cream,skinny with little to no cholesterol in my diet. BUT! and Mountain Dew.That is not what I want, not what I desire.What I want is the Pretzelnator, the result of a MeinBurger campaign held in Germany, and one of fivedelicious custom burgers that was crowd-sourcedfor this campaign. Bring it home McD’s, bring ithome.”Crowdsourcing campaign, andcontrolBrands relinquish control whencrowdsourcing content, and need to monitortheir properties closely, and act swiftly torectify embarrassing situations.To echo Reuben Halper, “it’s all about theexecution.” McDonald’s and Razorfish did infact monitor their properties, and were swift todisqualify fraudulent votes and inappropriatecontent, such as the ‘McHolocaust’ burger.Source: McDonald’s.de Volume 1, Issue 3, July-September 2012 Crowdsourcing McDonalds Mein Burger
  • 33. View this report directly on Slideshare 33
  • 34. FoodspottingWhat is Foodspotting? Changing the way people discoverFoodspotting is a crowdsourcing platform foodthat enables people to find and recommend Foodspotting was founded with vision of onedishes, not just restaurants. Foodspotters can day replacing restaurant menus, and hasshare photos and ratings of their favourite already succeeded at becoming a visual anddishes, and foodseekers can discover new social guide for food discovery.foods. Foodseeker Romulo shared his experience: “This app is fantastic to discovery new places and try new food, because you SEE the food so you decide right away if you [want] to try it. I loved it”Source: foodspotting.comFoodspotting has several elements in commonwith other social networks: people can uploadphotos from their phone, add locations andrate dishes. In fact, most people usually refer toFoodspotting as the Instagram / Foursquare / Yelp Source: fastcompany.comof food. With 2.3 million photos uploaded, FoodspottingFoodspotting can be accessed via the web and is now aiming to recommend new foods based onmobile, with mobile applications designed for personal preferences and past activity. As ChristinaiPhone, Android, Windows and BlackBerry phones. Chaey, Associate Editor at Fast Company, wrote: “Can An App Tell You What You Want To Eat? Foodspotting Is Trying” Volume 1, Issue 3, July-September 2012 Crowdsourcing Foodspotting
  • 35. Tech Crunch blogger Anthony Ha aptly likened Travelers soon adopted Foodspotting as aFoodspotting to music recommendation and tool to find food in new locations, to satisfydiscovery site Pandora. cravings for specific food, and to discover new foods in local neighbourhoods.Originally for foodies &photographers As Android app user Jake said: “Great app for my tastebuds. Allows me to findFoodspotting stands out from other social excellent food in small towns as I travel.”networks with its emphasis on food andphotography. Originally, the platform catered As foodseeker Cheryl noted:exclusively to foodies & photographers, giving “Pretty good to use. Gives a lot of info about what isthem a place to share photos and discuss close. Identifies small, tucked away places you mayfood, as well as professional tips on taking not know about.”photos in restaurants, and rewards for sharingphotos. Now, for all foodseekersAs foodspotter Tiff commented: In Feb 2012, Foodspotting shifted focus“I admit it: Im addicted to photographing what I eat. from photo-sharing to broaden its appeal.Foodspotting is the best place to output my tasty Now, Foodspotting emphasizes featuresdocumentation.” including food discovery, photo menus, recommendations from brands such as theAs foodspotter Mike Templeton commented: Travel Channel, and ‘specials’ which include“Foodspotting is one of my favorite apps, mostly because discounts.it addresses a niche cross-section: food and photos. As Ryan Charles commented:Before I was tweeting what I was eating, using Yelp forreviews, plus checking in on foursquare – Foodspotting “To me this redesign sounds like their successfulhas connected all of those and made it fun.” accumulation of photos has them positioned to move from foodie photo app to universal food destination.”Useful for travelers Blogger Harry McCracken commented on the redesign: “There’s probably a limit to how many folks there are in the world who want to obsessively photograph food. So the new version of Foodspotting that launched this week is designed to broaden the app’s appeal. The photo sharing’s still there–but it feels more like one feature in an app whose primary purpose is to let large numbers of people find and see the best dishes at local restaurants before they place an order.” Bloggers and Foodspotting users agreed the redesign is a step in the right direction, but also acknowledged that Foodspotting still has a way to go before it can replace food discovery competitors like Yelp. As Ishak Kang pointed out: “Still like Yelp for the “experience” review. Yes, it’s as important as the food.”Source: play.google.com 35
  • 36. Taking photos of food Criticism: Taking photos at restaurants Source: brandchannel.com Several people criticize this trend of photographing food, especially at restaurants, finding it rude and distracting.Source: missmeng on Flickr As Dervid McGurkin commented:Food photography has become a globaltrend in the last two years. Foodspotters find “No self respecting "Foodie" is going to pull his gadget (phone, cam, etc.) out at a nice restaurant and snap athemselves taking photos of food for various pic of it. Its rude.”reasons: to capture and share a beautiful dish,to enhance their blog posts or restaurant With people spending more time on their mobilereviews, or to document their meals. phones while dining out, browsing social networks or uploading food photos, they tend to neglectAs Gary Walker noted: their companions – which some find offensive. As“Food is one of the reasonably small number of things Andrew Lawson pointed out:all people do. People take pictures of food now that digital “If the future of dining out is going into a restaurant,photography has made this easy, cheap, and universal” taking a photo of the drinks menu, taking a photoJennifer Yarbough commented: of the bar, taking a photo of the drink you get… then dining is going to lose a lot of its appeal.“I only do it if Im reviewing a restaurant on Yelp, but Idont find myself sharing home-cooked meals. Some Combine this with no doubt having to check-in onof my friends who love to cook and have a collection of Foursquare, update your Twitter status, Facebookcookbooks are much more enthusiastic about taking status, checkin on Facebook, check emails, and manphotographs. I am way more likely to try out a recipe if you are going to have some fun people out for dinner.”they include a photo of their finished product.” Some restaurants have tried to curb this trend withMichael Ong commented on this trend becoming ‘no-phone’ policies. Others, such as The Meltingthe norm: Pot, have embraced the trend and partnered with Foodspotting to reach out to food lovers.“I feel that sharing my food pictures is like sharing ameal with my friends. Some people think it’s rude to Does Foodspotting have enoughtake pictures, especially at a nice restaurant… users?However, some of us take pride in it and are leading While it has a rich database of 2.3 millionthe trend to make it a social norm. I think it is more photos and an enthusiastic community,acceptable now than a few years ago. My family andfriends seem to know the ‘drill’ now that no one is Foodspotting has received criticism for notsupposed to touch the food until I shoot the plate.” having enough users – and thus content – beyond certain hotspots like San Francisco. As foodspotter Andi commented: “Love finding new and exciting things to eat! Also love posting pics of my favorite foods! Great ap! Wish more people in my immediate area would use it.” Volume 1, Issue 3, July-September 2012 Crowdsourcing Foodspotting
  • 37. As blogger Harry McCracken shared: For some, integration is important as they are growing tired of checking too many networks. As “Judging from my experience so far, Foodspotting Nick Slettengren commented:also doesn’t have a Yelp like critical mass of contentpractically everywhere. At the moment, I’m in “Why not plug into the various social media APIs likeNewton Corner, Massachusetts–not exactly a Facebook and twitter instead of trying to make uphotbed of fine dining–and only see a few photos your own social network?”from a few restaurants. Yelp, however, has dozens of While Foodspotting definitely benefits fromnearby establishments that have dozens of reviews exposure in more popular apps such as Foursquare,apiece. (Back home in food-centric San Francisco, is it losing out on potential users due to thisFoodspotting is a much richer resource.)” integration?Importance of mobile experience Is Foodspotting here to stay?As mobile users are becoming moresophisticated, the pressure to create a smoothuser experience increases. Android app usersof Foodspotting have been vocal in theirappreciation of the app, and also in theircriticism of the user experience.For some, issues faced while using the app couldbe a deal breaker. As Android app user Childfreecommented: Source: forbes.com“This used to be my fav app! Some people pray before While Foodspotting is popular amongsta meal but this app had me snapping pics! Then oneday the app had NO PICS!? WTF? So disappointed! I foodies, and is constantly innovating to delivereven tried re-installing...still the pics wont load! If this more value, most people agree that the futureisn’t fixed soon I will be uninstalling this app for good!” will be tough as more and more competitors emerge in the online food space.Competition with other social As Pearl Chen pointed out:networks? “I do worry about how many foodspotting-esque appsFoodspotting uses APIs from other social currently exist though. (Nosh being the closest that Inetworks to create a richer experience for know of, and Oink and Stamped (as you mentioned)users, and offers its own API as well. This being variations.)”means users can choose to access other appsfrom Foodspotting, or to use Foodspottingfrom other apps.As GigaOm blogger Erica Ogg noted onFoodspotting’s use of the Yelp API:“Foodspotting moves to ensure you don’t need Yelp’s app.”And as Foursquare user Erick Jcm commented:“Love the app, but I’m from Guatemala and herepeople uses Foursquare a lot, I can find a lot of thingsusing fsq but I would completely love Foodspotting ifexisted an integration with fsq venues to find and spotdishes, more quickly and with more reliable locationusing fsq.”  37
  • 38. View this report directly on SlideshareVolume 1, Issue 3,July-September 2012 Crowdsourcing Foodspotting
  • 39. Kickstarter Project starters should engage with the community of backers, answer questions and provide updates on progress. Paul Hildebrandt, whose project “Fight For Space – Space Program & NASA Documentary” was successful in raising funds, included an HD trailer, video footage from the National Space Symposium,Source: Kickstarter.com and a list of interviewees in his project page.What is Kickstarter?Kickstarter is the largest US crowdfundingplatform, empowering artists and inventorsto raise funds from crowds of individuals.Since 2009, Kickstarter has helped raisemore than $250 million for more than24,000 projects.Mike Bulajewski, User Experience Designer,described Kickstarter on his blog Mr. Tea Cup, as:”A place where artists and engineers can connect Source: kickstarter.comwith the people in direct peer-to-peer relationshipswho aren’t just buying entertainment, they’re He also posted frequent updates to thank backershelping make dreams a reality.” and motivate others to support the project: “We are on day 4 and have raised over $12,000Getting your project funded out of our $65,000 goal… Thank you all for yourAnyone who is above 18, a citizen of the U.S. support, it is because of bold people like you whoand qualifies for Amazon Payments can start are willing to support a project such as this one that we will be able to tell this story and educate, inspire,a project. and motivate the public about how beneficial spaceTo be successful in raising funds, projects should exploration really is. Continue to Fight for Spacehave realistic and well-defined scopes and budgets. and we can all make a difference.” 39
  • 40. To be successful, projects must also set a funding Roughly 44% of Kickstarter projects aregoal and a funding deadline. Starters can refer successful in meeting their funding goal.to Kickstarter Stats and an analysis of 10,000successful projects across different categories Strictly for creative projectsto decide on an appropriate goal. While the limitfor funding deadlines is 60 days, Kickstarter Kickstarter is strictly for creative projects andrecommends a shorter duration: does not allow funding for causes, charities or ‘fund-my-life’ projects. Projects must fall“Statistically, projects lasting 30 days or less have under specific categories, including film,our highest success rates. A Kickstarter project music and design, and must have a tangibletakes a lot of work to run, and shorter projects seta tone of confiden ce and help motivate your end product (such as a music album).backers to join the party. Longer durations incite As a result, Kickstarter has received accoladesless urgency, encourage procrastination, and tend from the media for creating a successfulto fizzle out.” alternative funding source for artists in a down economy.In addition, projects must offer rewards to theirbackers. Meaningful and reasonable rewardsincrease the chances of the project meeting thefunding goal.Paul Hildebrandt offered twelve different typesof rewards, catering to pledges from $10 to$10,000. An example reward: Source: nytimes.com”Pledge $75 or more – Behind The Scenes Pack:All of the above, PLUS: A behind the scenes Patricia Cohen, New York Times, wrote about thedocumentary made about the making of this film. hardship faced by the art industry:We go over equipment, scripting, research, and “In the last year alone, money troubles havemany aspects of how to produce an independent pushed the New Mexico Symphony to close, Newdocumentary film. BONUS: A Fight For Space York City Opera to slash its budget by two-thirdsT-Shirt.” and the State of Kansas to eliminate all public financing for the arts.” James Reed, Boston Globe, described a similar situation in the music industry: “As the music industry’s financial resources continue to crumble, more independent musicians are turning to fans to directly finance work that might not otherwise get done.” Rub Lerner, president of non-profit Creative Capital called crowdfunding “mass microphilantrophy.” Cory Doctorow, Boing Boing described Kickstarter as a way for artists “to make fine art without galleries or grand committees or gazillionaires.” ‘All or nothing’ funding A project must meet its funding goal by a set deadline in order to receive funds. Kickstarter believes this “protects everyone involved,” as projects with insufficient budgets are less likely to succeed. Once the goal has been met, the project receives allSource: kickstarter.com Volume 1, Issue 3, July-September 2012 Crowdsourcing Kickstarter
  • 41. the money pledged, even if it is in excess of everyone can. And should. Being a science majorthe goal. only emphasizes the responsibility I feel for the future of our nation.”Peter Chen, Co-Founder of Kickstarter, explainedthat the strict guidelines aim to shape the project For some, it’s about contributing to make aproposals and the subsequent creations: personal dream come true. Chris De Laet, a backer of the same documentary shared,“Once you add constraints, that’s what happens.We want that to happen.” “I kicked in $40, but if I had it I’d kick in $10k. It’s an important story. People need to know why NASANotable projects funded on isn’t just “another government waste project”. I lived in Cape Canaveral when I was growing upKickstarter and Space Exploration was as important to meTwo Academy-Award-nominated as breathing. I STILL own [the] over-1000 pagedocumentaries, art projects exhibited press packet that NASA gave out when theyin the Museum of Modern Arts, an iPod introduced the Space Shuttle. I haven’t forgotten what exploration used to mean. I hope this projectNano watch, and 10% of films submitted to reminds everyone.”Sundance got their start on Kickstarter. Beyond funding – community Kickstarter sees the platform as more than just a way to raise money. It also connects starters with their audience, helps promote their work, and in some cases helps them improve their work. Most successful starters feel the sameSource: nytimes.com way.Thousands of projects are currently in the process Scott Wilson, starter of the popular LunaTik iPodof going live, with thousands more still in the Nano watch, shared his experience:funding stage. “Backers are generally in it not only for the product2012 has seen an influx of creative projects from but to see you succeed, it seems. It’s great to feellesser known artists, as well we more well-known so much positivity vs. the typical snarky and hatercreators such as musician Amanda Palmer, authors mentality you often see on the blogs. I think that if theNeal Stephenson and Seth Godin, actor Whoopi right story, solution and design were presented on thisGoldberg and animator John Kricfalusi. platform, and the creator had open dialog via the blog during development, it could fuel some solutions thatWhat drives project starters and could have a positive social impact.”backers?Project starters come to Kickstarter to give Revenue modellife to their creative ideas. Kickstarter takes a 5% cut of the money raised, and Amazon Payments, the paymentBackers come for a variety of reasons: to supportfriends, give back to the community, or commission platform, takes an additional 3%-5%. Whilecreation of cool products they’d like to own. Xavier some say this is too high, most argue that theBarnes described the latter quite succinctly on value provided justifies the cut.Kickstarter’s Facebook page: A comment on blog Mr. Tea Cup summed it up:“Kickstarter, making great sh*t possible on a daily “The cost of capital through Kickstarter is far less thanbasis.” traditional funding sources. And while KickstarterFor other backers, it’s about making a difference. may not be your version of a perfect business, and IMatt Christenson, a backer of the Fight for Space agree it can be improved upon, I think they have donedocumentary said, an invaluable service to the nascent sharing economy by demonstrating that collective decision-making“I’m a senior at a university and I make $7,000 a about project funding can work.”year. I donated $25 to this, and if I can donate-then 41
  • 42. Exponential rise in dollars pledged Legal and tax implications?While most successful Kickstarter projects As the amounts raised cross six digits, andreceive less than $10,000, a few crossed the Kickstarter plans its UK launch, industrysix- and seven-digit mark in early 2012. In watchers are pointing out the need for laws toMarch 2012, Double Fine Adventure raised $1 safeguard backers, and to clarify the tax statusmillion in under 24 hours. of the funding. And starters need to consider investing some of the funds in hiring legal andPost funding – the work has just financial specialists to keep their projects onbegun the right track.Critics point out that there is a lack ofaccountability of projects once they arefunded. Online publication CharlottesvilleNews & Arts shared an example:“Last year, the would-be creators of video-recordingglasses earned a whopping $343,415, meeting theirgoal, but the backers have yet to receive finishedproducts, and many fear the creators have abandonedthe project altogether. Who’s to stop them? No one,it seems. Kickstarter can’t take legal action, and sincethe average donation is small, few backers have a bigenough stake to sue the project’s creators.” Source: forbes.com Crowdfunding beyond Kickstarter Kickstarter is just one platform in the crowdsourcing industry. Others include Indiegogo which caters to more diverse projects including ‘fund-my-health,’ and is less restrictive regarding ‘all or nothing funding’. Overseas, zeczec caters to Taiwanese crowdsSource: businessinsider.comCritics also point out that the money raised is aninvestment, not a ‘gift.’ Once they are funded, artistshave to prove their business mettle in creating theproduct and delivering rewards to their backers.Source: businessinsider.com Volume 1, Issue 3, July-September 2012 Crowdsourcing Kickstarter
  • 43. View this report directly on Slideshare 43
  • 44. LoudSauceWhat is LoudSauce? Giving a voice to concernedLoudSauce is a crowdfunding platform that citizensfunds advertising for social good. People Advertising was previously limited to deep-upload video, print & outdoor ads and pocket corporate advertisers. LoudSaucepledge money, and LoudSauce organizes was founded with the vision to give voice tothe media buy and publishes the ads. individuals and small organizations. As a Triple Pundit blogger pointed out: “The offering is targeted toward individuals, artists, and organizations that have something important to say but do not have the means necessary to reach millions.” Blogger and social activist Jeremy WilliamsSan Francisco Bay Billboard Campaign (source: loudsauce.com) highlighted the potential for good:Termed the ‘Kickstarter’ of grassroots advertising “Most of us can’t afford a billboard. But if we gotby GigaOm blogger Barb Darrow, LoudSauce together with like-minded people and each chippedhas enabled 2,304 pledges of $131,045 for 35 in a bit, perhaps we could use just a small part ofcampaigns, and the crowdfunded ads have reached the advertising network for something positive.”30 million people. Indeed, individuals and organizations have usedThe campaigns are further amplified by media LoudSauce to stand up for causes they believecoverage and online mentions. Several campaigns in, connect with like-minded people and drivereceived mainstream coverage, including: the change. Here’s a comment from LoudSauceOccupy TV spots, and the ‘See you in Greece’ donor Rebecca Petzel:billboard in NYC Times Square. “I would love to see a LoudSauce campaign to get billboards and commercials highlighting the corporate money in the no on prop 37 campaign… or just a pro prop 37 campaign. Do we have any friends who are working in this field? I would even give more than my standard $5 :) ” Volume 1, Issue 3, July-September 2012 Crowdsourcing LoudSauce
  • 45. Reaching new audiences Bloggers, activists and LoudSauce users agree that the platform helped them reach out to large audiences (many of whom would not seek out the causes on social media) and increase their support community. Blogger Beth Buczynski pointed out the importance of reaching new crowds:Up Greek Tourism ad using pictures of 333 amplifiers (source: nytimes.com) “Most of these [social media] outlets require peopleAs Yorgos Kleivokiotis, organizer of the Up Greek to “opt in” to receive updates and invites. ThisTourism campaign on LoudSauce, commented: means that for the most part, organizations with“Governments are trying to find solutions, but we the ability to catalyze social and environmentalas individuals should not wait, we need to help change end up preaching to the choir.ourselves.” The people who really need to hear, read, and see these messages are those who would never sign upWhen earned media doesn’t work for a newsletter about economic inequality or watchSeveral people have used LoudSauce in a YouTube video about climate change.”situations when a story was not large orexciting enough for journalists to pick up,and when earned media would not be ableto reach the desired number of people.Heath Wickline, an independent consultant whoorganized a successful LoudSauce campaign Uniting NC billboard campaign in North Carolina (source: hwickline.com)for NGO Uniting NC, shared his experience withearned media: Heath Wickline shared his NGO’s success in increasing leads via their LoudSauce campaign:“One area where things didn’t quite go asexpected was with earned media. Despite some “More than half of those who donated through theconcerted outreach to local press and bloggers in LoudSauce platform were new supporters of theNorth Carolina, we couldn’t get folks to cover the organization. Those individuals’ email addressescampaign for the billboards. Several reporters told represented a 5% increase in the size of Unitingus that they thought the billboards themselves NC’s list, and every one of them connected with thewere the real story, and that they’d consider organization for the first time as a donor.”covering them when they were up.” Money where your mouth isIndeed, many campaigns received coverage only With crowdfunding platforms becomingafter their LoudSauce ads went live (see point #3in this blog post). increasingly popular, people have more opportunity to help causes they areJournalist Denise Tejada interviewed Marti Roach, passionate about. Indeed, more and moreone of the organizers for the Occupy TV ad, on people are now using their money to shapewhy she chose LoudSauce: the world they live in. “According to Roach, the purpose of the ad Colin Mutchler, founder of LoudSauce, offered anis to raise awareness regarding the positive explanation for the trend:developments that are coming out of the occupymovement. She also says the occupy movement “Crowdfunding is often motivated by a desire to beis so large and can be hard to understand, so involved in something worthwhile, and to feel theit’s important to direct people to these solutions pride of giving to a good cause.”so they have a better understanding of themovement.” 45
  • 46. Empowering only those with environmental sustainability, or countless other worthy causes.”money?Some bloggers pointed out that Limited potential?crowdfunding does not highlight the voice While several people agreed with theof everyone, but only those with money. As potential of LoudSauce in reaching widerblogger Micaela Samodelov noted: audience, most agree that the platform is“The downside to the democratic aspect of best suited to bringing about change at acrowdfunding is that participants have to vote with local level. As Jeremy Williams wrote:their dollars. The ads funded, or elected, reflect the “It’s futile to see [LoudSauce] as a big solution. Butinterests of people who can afford to spend more.” for a specific issue in a local area, I think it couldOthers argue that crowdfunding is a community- be powerful. It’s one tool among many, and noengagement process. Joe Brewer argued this at substitute for actually building the alternatives.”length in his blog post, Why Crowdfunding isn’t Others point out that the potential of crowdfundedReally about Money: ads is limited, since billboard companies can and“Yes, there must be money pledged by fans. And have refused to run the more controversial ads.the amount of money raised needs to be sufficient One such campaign targeted Senator Scott Brownfor achieving the goals set out initially by the in Boston, and was banned by the Massachusettsproject’s host. Bay Transportation Authority.But the central action centers around meaningfulengagement that empowers the crowd to createsomething new. This is why crowdfunding hasso much potential for “game changers” in thearena of social movements. It is a fundamentallyempowering process that engages people inmeaningful action.”Crowdfunding shouldn’t replaceother efforts Source: loudsauce.com While the Boston campaign was promoted usingActivists warn that funding an advertisement bicycle ads as an alternative, not all campaigns haveis good to create awareness for a specific found creative solutions. As Byron Smith pointed out:cause, but not a solution to broader “Here and there, an occasional campaign maysocietal issues. As Jonathon Rutherford have tactical advantage in using these options,commented: but the benefits are limited. Witness the attempt“Given our situation [LoudSauce] (like so many to SumOfUs in the US recently to respond toother things) is largely a waste of time and energy the Heartland mass murderer billboard with ain my view. The best thing concerned activists campaign of their own on the same billboards…can do to save the planet and create a more just The billboard company refused to run it, sayingworld, is build the local non-market alternatives that they won’t run anything that is critical ofeconomies/institutions in the towns and suburbs corporations who are also their customers.”where they live.”Micaela Samodelov pointed out that people Role in electionshould continue to support efforts and Some bloggers believe that LoudSauceorganizations that are tackling these issues: can play a role in amplifying the voice of“Funding a LoudSauce campaign may represent a the crowds in the upcoming presidentialgood alternative to using disposable income to buy elections. $194 million has already beensome unnecessary and unsustainable consumer spent by the Super PACs this year.product… As former LoudSauce campaign manager,but a donation for a non-commercial Caroline Henderson, commented on Facebook:advertisement should not replace broader support “I’m beginning to see how the crowd can take back thefor organizations working toward social justice, Volume 1, Issue 3, July-September 2012 Crowdsourcing LoudSauce
  • 47. conversation from Super-PACs and the super wealthy.” “Big media has had control over the advertisingBlogger Barb Darrow of GigaOm.com noted: space for such a long time, isn’t it time consumers had some say over what gets shown?”“As the rhetoric of this election year heats up, there willbe more ads. But for anyone who is not a Koch brother or Advertiser Michael Caissie found the concepta gigantic company but wants to be heard will probably inspiring:need help with funding. That’s where LoudSauce fits in.” “This is the kind of idea that many, I mean many agencies should start offering. I work in advertisingFuture of media & advertising? and my goal is to make a more human way ofAs people debate the impact LoudSauce communication and this concept of ideas comingcan make on society, some have begun from the public is almost to me revolutionary. Talking about potential.”to consider and discuss the possibilityof more advertisements that reflect the And, social entrepreneur Connie Kwan putvoice of people and not just messages of forward the golden question:consumerism. “Is it possible to transform advertising from a mediumA blogger at Springwise commented that such of consumerism to one of citizen participation?”advertising is overdue: View this report directly on Slideshare 47
  • 48. Anthon Berg Generous StoreWhat is Generous Store? To hold people to their promises, Anthon Berg staff provided iPads at check out and asked people to log on to Facebook and pledge the good deed on a friend’s Facebook wall.Source: Facebook.com/AnthonBergIn February 2012, chocolatier Anthon Berginspired a ‘sweet’ movement of generosityby setting up a one-day pop up store in Source: youtube.comdowntown Copenhagen, Denmark. Insteadof paying by cash and credit cards, people ‘You can never be too generous’paid for chocolates with “good deeds.” Established in 1884, Anthon Berg wasDifferent packages of chocolate had different famous for its premium quality chocolate,‘prices,’ ranging from “Serve breakfast in bed to and catered to upper middle class Danesyour loved one,’ ‘Help clean your friend’s house,’ and the Royal Danish Court. Long lines wereand ‘Don’t comment on your girlfriend’s driving common outside the store, and Berg and hisfor a week.’ staff often passed out chocolates to those waiting. It was this spirit of generosity, and the premium chocolate that helped build the brand over the last century.Source: youtube.com Volume 1, Issue 3, July-September 2012 Crowdsourcing Anthon Berg Generous Store
  • 49. However, the brand has languished in recent Generosity spreads throughyears, and has lost the perception of beingdifferent and superior to other chocolate brands. social mediaThe Generous Store was launched to re-establish Within 24 hours of the pop-up store event,these values, rejuvenate the brand, and help it 150,000 feeds were posted on the Anthon Bergstand out in the minds of consumers. Facebook page. This included the pledgesRobert/Boisen & Like-Minded (RB+LM), the people made while ‘purchasing’ the chocolatesagency behind the campaign, described the brief at the store, and follow up posts after they hadthey received from Anthon Berg: carried out the good deeds.“The client wanted us to make people rediscover theAnthon Berg brand and make them engage withthe positive effects of being generous. As the clientfirmly expressed it: ‘Give people a reason to begenerous; spark a wave of generosity; and make ittravel through Denmark with our name on it.’”By asking people to pledge a good deed,Anthon Berg not only sparked a wave, but alsosuccessfully crowdsourced acts of generosityfrom all the people who ‘purchased’ chocolatesat the store.Response at the store Source: youtube.com According to Robert/Boisen & Like-Minded, 20%Designed to attract attention, the pop-up of the customers posted pictures of the goodstore stood out with its pink branding and deeds.a pink entrance area. A large banner read, Anthon Berg reported a 33% increase in number“The Generous Store,” and blocked view of fans, and a 1,000% increase in number ofinto the store, raising curiosity amongst the people ‘talking about this.’people passing by.By opening hour, a large crowd had gathered andqueued up outside the store. Some waited aslong as an hour and a half to enter.In the true spirit of generosity and Anthon Bergtradition, staff handed out chocolate to peoplewaiting in line, adding to their excitement andeagerness to enter the store. Source: youtube.com A video documenting the events taking place inside and outside the store was uploaded on YouTube, has been viewed 97,193 times, with most views in Saudi Arabia, Denmark and Spain.Sources: AnthonBerg.com Sources: Facebook.com/AnthonBerg 49
  • 50. Coverage in local and The Guardian quoted Mason’s views on this subject:international blogs “For consumers long used to (and annoyed by) distant, inflexible and self-serving corporations,PR efforts, on-ground hype and social any acts of kindness by brands will bemedia activity ensured coverage in local gratefully received. For brands, increasinglyDanish news sites, and popularity of the open communications both with and betweenidea helped spread it across the web, with consumers (especially online), means that it’smentions in more than 1,000 blogs and never been easier to surprise and delight audienceswebsites. with [random acts of kindness]: whether sending gifts, responding to publicly expressed moods orAccording to RB+LM, the campaign has reached just showing that they care”.1 in 20 people in Denmark in two weeks, and 3.75million people on social media. Impact on bottom line Some skeptics wondered about the practicality of the Anthon Berg pop up store, and whether the event would be filled with freeloaders who would not convert into customers. Some, like Janet-Marie Persico, a reader of PSFK. com, questioned the feasibility: “[It is a] Feel-good idea but let’s be realistic. You can’tSource: brandingmagazine.com run a biz on promises. Who pays for the candy?”Lana Markovic, blogger at Branding Magazine For those unconvinced about the reach of Thecommended the Anthon Berg’s use of social Generous Store, and the positive brand equity earnedmedia and ‘free stuff’ to re-establish the brand’s by Anthon Berg, the sales figures for February canpopularity: put these concerns to rest. Sales increased 12% compared to the same month last year.“Is there a better way of getting customers’attention than by giving them free chocolates As the team at RB+LM proudly stated:and at the same time getting them to makesomeone else happy? With this campaign, the “So apparently, generosity does pay.”Danish chocolatier managed to reinforce itsleading statement – by inspiring people to be more Trend: crowdsourcing generositygenerous the company has created a happier and kindnesssociety, and the brand’s popularity has beenreestablished.” With the rise of social media, and the current state of the economy, brands have begun toMartina Best, blogger at Australian social media see the potential in supporting movementsagency Frank Media, highlighted the benefits of generosity and kindness.brands can hope to derive by being generous: MSLGROUP’s global offering PurPle points out“So what’s in it for Anthon Berg? How does generosity the opportunity for good business growth bypay off for a brand? The pop up store generated a lot supporting purposes that people are passionateof buzz internationally with heaps of blogs picking about, including areas of “happiness, kindnessup the campaign. From a PR perspective, it could not and human potential.”have been better. If you looked at some hard metricssuch as brand awareness, brand sentiment as well A Young & Rubicam survey, quoted in Theas sales, I’m sure Anthon Berg saw some rather Guardian, finds that:impressive results.” “Once-prized brand attributes that had declinedHenry Mason, head of research and analytics at in importance over the past couple of yearsindependent firm Trendwatching, attributed the were: “exclusive” (down 60%), “arrogant” (41%),opportunity for these “random acts of kindness” “sensuous” (30%), and “daring” (20%).to social media, for opening channels ofcommunications between brands and consumers. Volume 1, Issue 3, July-September 2012 Crowdsourcing Anthon Berg Generous Store
  • 51. Conversely, the brand attributes consumers found more An emerging trend that is apparent in these twoimportant were: “kindness and empathy” (up 391%), campaigns, is that brands are empowering people“friendly” (148%), and “socially responsible” (63%).” to perform acts of generosity or kindness. In return, brands are benefitting from generation of positiveCoke’s global Open Happiness initiative and brand equity and an exponential increase in reach.the recent happiness mobile campaign, andthe Perfetti-Alpenliebe’s Kindness Movementin China are examples of branded initiativesdesigned to spread happiness. View this report directly on Slideshare 51
  • 52. Hilltop Re- imagined for Coca ColaClassic ad re-launched with a First United Chorus of the World (via Cokedigital twist Lore).In 2011, Google partnered with Coca Colato re-create the iconic 1971 Hilltop TVcommercial for a digital era, enablingpeople to “buy the world a Coke” using theirmobile phones – and Google technologies. Source: youtube.com The ad struck an emotional chord, delivering aSource: ProjectReBrief.com message of unity in a time when the VietnamThe campaign stands out for two reasons. First, War was growing increasingly unpopular inthe campaign’s achievement of Coca Cola’s 40 America. People called radio stations requestingyear dream of connecting people across the they repeat the jingle, and sent over 100,000world over a Coke. Second, the award winning letters to Coca Cola. This inspired the producerstory Google created to promote its products to Billy Davis to release a full length song, titled “Iadvertisers. wish I could Teach the World to Sing (in Perfect Harmony),”which become a Top 10 hit on nationalThe original 1971 Hilltop ad charts. The Hilltop ad entered the Advertising HallIn 1971, creative director Bill Backer of Fame, and caught the attention of Googlesaw people bonding over Coke at an forty years later, when Google launched Projectinternational airport, and penned the line, Re:Brief to re-imagine classic ads.“I wish I could buy the world a Coke.” Hetransformed this into a radio jingle, andart director Harvey Gabor came up with aconcept for the television commercial: The Volume 1, Issue 3, July-September 2012 Crowdsourcing Hilltop Reimagined for Coca Cola
  • 53. The re-imagined campaign Response to the re-imagined adGoogle worked with the now retired Harvey Gabor Created as part of Google’s B2B outreachon the re-imagined version of the Hilltop ad. to advertisers, the re-imagined campaign was executed on a small scale, with vendingUsing mobile apps and interactive display ads on machines in only four cities. But those whoYouTube, people could send a Coke to speciallydesigned vending machines in New York City, heard about the campaign wanted to see itMountain View California, Cape Town and Buenos launched full-scale and in more locations.Aires, along with a short text or video message. A YouTube user Camerontrotter12 commented:video animation showed the Coke being sent toits destination on Google Maps, and a free Coke “Please Coke and Google, for all that is good in thewas dispensed at the destination in real time. world, make this happen!”Receivers could share their appreciation via text YouTube user ChalkeyProductions commentedand video messages which were then emailed on the potential for this campaign to create ato the senders and uploaded to YouTube. Text movement for social change:messages that were in a foreign language weretranslated to English courtesy of Google Translate. “This really should be released and not just be a prototype. If eventually you could gift Coke globally, not only would this finally complete the original vision, but it could inspire other companies to do the same thing, and eventually vending machines could be placed in lesser fortunate areas and people could buy food via iOS and Android devices for them. The potential is endless.”Source: ProjectReBrief.comThe videos generated show a young boy inAmerica sending a Coke, messages being sharedbetween Cape Town and Buenos Aires, and a manin New York expressing that this was ‘the bestCoke he’s ever had.’ Source: ProjectReBrief.comHere’s our favorite video, where an 18 year oldfrom New York sends his ‘first gift to a stranger’: The re-imagined ad also inspired budding advertising. As YouTube user Cr00nger commented: “This made me tear up a bit. I hope I’ll be able to do something like this in my career, before I turn 30.”Source: youtube.comIn a video, Harvey Gabor commented:“Forty years ago Bill Backer and myself had a wish,and that was to buy the world a Coke. I am honoredto have lived long enough to see that wish becomea reality.” 53
  • 54. Spreading happiness The bigger story – Google ProjectCoke has always been an evangelist of Re:Briefhappiness, evident in the 1971 Hilltop ad and Google embarked on Project Re:Brief, toits current day positioning, “open happiness.’ inspire advertisers to explore the creativeThis campaign takes that evangelism to potential of the digital medium, and tothe next level, empowering people to both showcase innovative ways to use Googlespread and experience happiness. technologies. Aman Govil, Product Marketing Manager, Google, described the goal: “We started thinking, how do we show what’s actually possible when you combine great creative ideas with technology… Until today, we’ve been doing digital advertising. What we’re trying to do is, do a subtle mind shift from digital advertising to advertising for the digital age.” While demonstrating the power of the medium was one half of the challenge, Google alsoSource: youtube.com needed to speak the language of advertisers, andJackie Jantos, Global Creative Director, Coca- craft a winning story.Cola commented that this is what they set out toachieve: Google did this by roping in the original ad men on the four iconic ads re-imagined, sharing their“What we’re trying to do is move from online story, and documenting the challenge of re-community talking about happiness to provoking it imagining the ads – both on the web and in ain real life.” feature length documentary.Advertising agency Bates Creative pointed out Elements of storytelling are apparent even in thethat Coca Cola also succeeded in engaging fans way Google promotes the Re-Imagined Hilltopand creating brand advocates: ad for Coca Cola. Instead of just focusing on the innovation, Google focuses on the vision behind“Not only does this get fans involved through a the campaign (to fulfill a 40 year old brandmobile app, it also creates the mindset of wanting promise), and uses video to capture the emotionsto share the happiness that a Coke evokes to a of the people touched by the campaign.complete stranger. At Bates Creative, that’s whywe think Coca-Cola is a brand that gets It. It’s all Jim Lecinski, Vice President, US Sales & Service,about inspiring your audience to become an active Google, said:member for your brand.” “We started to think about how Web ads can move from being informative and transactional to delighting and engaging, stirring the soul and building a brand.” Indeed, these efforts were successful in getting the attention of advertisers, and winning their approval. Project Re:Brief has received widespread coverage in advertising publications, 580,314 views on its YouTube channel, and was awarded the inaugural Mobile Lions Grand Prix at Cannes this year.Source: ProjectReBrief.com Volume 1, Issue 3, July-September 2012 Crowdsourcing Hilltop Reimagined for Coca Cola
  • 55. View this report directly on Slideshare 55
  • 56. Alpenliebe Kindness MovementAlpenliebe is the flagship brand of Perfetti Van Why kindness?Melle, a global manufacturer of confectionery.The rich, milky caramel toffee entered the China Research showed that happiness, kindnessmarket 15 years ago, and was the number one and human potential are the most importantconfectionary brand in China in terms of volume. opportunity areas in which brands can bringIn 2011, Alpenliebe launched a year-long initiative to about positive change - and in China incatalyze a kindness movement and inspire millions particular, young people were looking forof Chinese youth to appreciate, share stories about warmth, reassurance and kindness.and engage in everyday acts of kindness. Moreover, urban Chinese youth needed an outlet for the relentless pressures of China’s economic progress. Alpenliebe provided this to them in the form of the kindness movement. In his book Marketing 3.0, Philip Kotler mentioned the importance of brands creating an emotional relationship with customers in the digital era: “Marketers should approach customers as whole human beings with mind, hearts, and spirits,Source: chinadaily.com because consumers are looking for solutions to their anxieties about making the globalized world aImportance for Alpenliebe better place.”Alpenliebe realized that while it was still You Zhihai, founder of non-profit 1kg.org –recognized by consumers, it wasnt known partner to the Alpenliebe Kindness movement,for anything in particular. It was at risk described kindness as:of becoming perceived as irrelevant and “Charitable and kind behavior are not all aboutoutdated, in a market that was awash with giving money. They are more about taking care ofbrands creatively engaging with consumers. others and showing concern for others.”The Alpenliebe Kindness Movement was the firststep in reviving the brand and helping it stand outin a cluttered market. Volume 1, Issue 3, July-September 2012 Crowdsourcing Alpenliebe Kindness Movement
  • 57. Acts of kindness define people side all four seasons. The fragrance of flowers made villagers more joyful than any mail the postman hadSocial standing and wealth are important delivered. And the post man whistled and rode hisaspects that define people in China. People bicycle filled with happiness and fulfillment.”without these aspects shared that theiractions served to define them, and acts of Rich collection of storieslove and kindness increase their dignity. By the end of the campaign, Alpenliebe had collected a rich database of personal stories, stories that resembled old wives tales, and stories picked up from the internet. One community member shared their reaction on a touching YouTube video:Source: renren.comAs one member shared:“City needs love. We might not have prominentstatus or earn less than others, but love makes ourlife more dignified.”Stories that inspire & shape the world Source: YouTube videoPeople shared stories that inspired them “I used to see a video on line: A bleeding cat lay bybelieve in positivity and love, as well stories the wheel. This wounded cat might have stopped breathing, but its partner reluctant to leave. Hethat inspired them to make a difference and waited there for over two hours. During that time,shape the world they live in. he tried to save the wounded companion by allA wedding dress designer shared her story: kinds of artificial respiration action, such as mouth- to-mouth breath, the chest compression, etc. It“I am a wedding dress designer. In the past few seemed that he was waiting for his companionyears, many beautiful brides have held my hands to open his eyes the next second. More peoplegracefully when they saw my designs. They told me stopped near the cats. Some of them recorded thethat I helped them express the romance they had scene using their phones; others just stood there,always dreamt of. But what I want to say is that I witnessed, and felt touched inside…”appreciate all of them. Because they give me thechance to help them design the most significantdresses in their lives, and also the chance to helpthem fulfill their dreams. Thank you all for sharingthe happiness and sweetness with me, and thankyou all for letting me witness love and believe in love.”Another story inspired people to take action andshape the world with their acts:“There was a postman who rode about 50 kilometersevery day, sending joyful or sorrowful stories to Source: renren.comthousands of families. The path which he had totake everyday has nothing but dust. "How long willI keep going along such a desolate way?" Until oneday he went to a flower shop for a hand of flowerseeds, he scattered the flower seeds on the path.Colorful flowers bloomed along the bleak way by the 57
  • 58. Another shared the story of 6 year old Elena Another, shared a story about the kindness ofDesserich: people from Wenzhou:“A six year old American girl named Elena “Right after the accident of train D3115 happened,Desserich, was suffering from brain cancer. During a non-profitable community ’ firefly volunteer’the last 9 months of her life, she left many notes gathered more than forty private cars, volunteeringwith paintings and words like I love you and as shuttle bus for families of the injured. Taxihid them in her fathers briefcase and mothers drivers volunteered to join them and offered tohandbag without their notice. Some notes had transport people for free. Furthermore, any Weibobeen sandwiched between books or plugged in the about wanting more volunteers received manycorner of wardrobe and cabinet filled with bowls positive responds from Wenzhou citizens. Manyand planet. Some of them had even been hidden citizens queued to donate blood that very night.in the corner and gap of relatives & families (sic). Kind Wenzhou people proved by actions that theyThey started to sort Elena’s articles after she died, are more of a united and kind group of people thanthe tears blurred their eyes when they found those just good at doing business.”notes.” Inspiration from animalsLocal stories, local pride Several participants in the kindnessA theme of local pride emerged as people movement shared inspiring stories ofshared kindness stories from smaller towns kindness amongst animals.and cities, where local communities had One community member shared the story ofrallied together to make a difference. dolphins protecting humans:One community member shared the story of avegetable farmer in Changchun:“A seventy-nine-year old vegetable farmer fromJiu Tai, Ji Lin, is often seen riding a motor tricycle,carrying his forty-year old son, who is sufferingfrom epilepsy, selling green onions on Changchunstreet. One traffic officer ran into this during hisshift, and determined to help the old man sellgreen onions. As this moving story spread, moreand more citizens followed the example of the Source: renren.comtraffic officer. Many passers-by left 10 - 20 RMB “Maybe you have seen the cute dolphins in thequietly on the old man’s booth and walked away. zoo, known they are best friends of ours. But thatThe deeply moved vegetable famer said gracefully: isn’t all. In the field of New Zealand seas, a group‘Changchun is filled with human touch. It’s the of dolphins suddenly surrounded swimmers into afriendliest city!’” circle. When the circle concrete strong, the dolphins started to arouse spray in the sea. The people in the water found out a group of shark were closing to them after seeing the dolphins aggressive behavior. The kindness dolphins were protecting human being in their own way at the desperate hours.” People from the greater online community pointed out that humans should learn compassion from these stories. As YouTube user blunter1929 commented on the video of the two cats:Source: renren.com “Animals are better than humans real talk” YouTube user Daniel Ecoff commented: “Compassion. Something Humans need to practice more !!!!” Volume 1, Issue 3, July-September 2012 Crowdsourcing Alpenliebe Kindness Movement
  • 59. The Kindness Bible ImpactThe most popular of the stories shared The emotional connect with kindness, andwere compiled to create Kindness Bibles. the campaign’s widespread reach both300,000 copies of the book were distributed online and offline translated into a 16%during Alpenliebe’s seasonal sales increase in sales revenue. 151,000 kindnesspromotion around the Chinese New Year. stories were shared, and 8.7 million people touched.Candy and kindnessAlpenliebe encouraged people to share their“sweet moments” with Alpenliebe duringthe movement, and also received stories inwhich candy was used to spread kindness. http://www.youtube.com Trend: crowdsourcing kindness and cheer In our past reports, we have talked about how brands like chocolatier Anthon Berg and Coca Cola are crowdsourcing generosity and happiness, by inspiring consumers to perform random acts of kindness. Alpenliebe’s success with its Kindness Movement in China shows that kindness is an attribute that is in demand globally, and one that can lead to an increase in sales. As Henry Mason, head of research and analytics at independent firm Trendwatching commented: “For consumers long used to (and annoyed by) distant, inflexible and self-serving corporations, any acts of kindness by brands will be gratefullySource: renren.com received.”As one community member shared:“After working overtime till 1am, my head startedspinning. But I still had to push the last mile for theproposal tomorrow. So I went to toilet to wash myface, tried to refresh myself a bit. When I got back,I saw a box of candy on my desk! My team mateswere still working in front of their computers and noone said anything. Suddenly I felt so warm in myheart. Maybe this was what we called team spirit.” 59
  • 60. View this report directly on SlideshareVolume 1, Issue 3,July-September 2012 Crowdsourcing Alpenliebe Kindness Movement
  • 61. Storytelling 61
  • 62. @MarsCuriosityWhat is @MarsCuriosity? Transmedia storytelling In 2008, the three-person social media team created a Twitter account. They updated from the point of view of Curiosity using a first-person voice and simple English – or, as Mashable put it, the “voice of the Internet.” The first tweet from @MarsCuriosity: “I’m WAY cool, nearly built, and I need a name. A contest for kids to name me: http://is.gd/85rQ (lots of nice vids here, too. Click on *2*)” The story grew with daily chronological updatesPhoto credit: NASA/JPL-Caltech on Twitter, and eventually Facebook, enriched with transmedia — links to NASA/JPL mission@MarsCuriosity is the Twitter account of reports, photos from the Jet Propulsion LabCuriosity, NASA’s latest robot rover on Mars. where Curiosity was built and tested, and the liveThe rover burst into the spotlight as the stream show Curiosity Cam covering NASA tweetNASA social media team live tweeted its ups and mission briefings.successful landing on Mars in August 2012.Curiosity is on a mission to find out if life everexisted on the red planet, and to collect data fora future manned mission to Mars. The rover runson a combination of nuclear and solar energy,and has been designed to operate for two years.Curiosity launched from Florida, and travelledeight months and 566 million kilometers toreach the red planet. The entire project has costNASA $2.5 billion. Source: ustream.tv/nasajpl Volume 1, Issue 3, Storytelling @MarsCuriosity July-September 2012
  • 63. @MarsCuriosity also curated content generated Some, such as Alyssa Rosenberg, of ‘Journalistand interviews about her mission to Mars. Some Think Progressive’, think space exploration ismilestones in the life of Curiosity include: worth the investment:“This week, I’ve been testing my newly attached “What the scientists at JPL did last night wasarm & practicing hand-eye coordination. New video a critical part of our future in space not simplyat http://bit.ly/b1vnnT” (September 2010) because they did something extremely difficult that will advance our understanding of the planet that’s“I HAVE LIFTOFF!” (November 2011) fascinated so many of us so deeply and for so long,“My 2012 New Year’s Resolution? Get to Mars in but because they helped keep the dream alive at all,215 days.” (January 2012) reminding of what it’s like to watch the future arrive, and how cheap it is to purchase in comparison toCuriosity is not the only Mars rover to tweet. Its what we spend to maintain conflicts and policieselder siblings, Spirit and Opportunity, which that mire us in the past.” landed on Mars in 2004 are active on Twittertoo – @MarsRovers. Both rovers were designed But others, such as Roger Hendrix, commentedto last only 90 days, but lasted much longer. that the money could have been better spent:Both practically rewrote the book on Mars. Space “I am PRO SPACE PROGRAM, BUT doing theexplorer enthusiasts are hopeful that Curiosity same things over and over are a waste of time andtoo will unearth new twists in the Mars story. $$$$. There are SO MUCH more we could be doingAs Dr Charles Elachi, Director, NASA Jet to aim us in a direction to save ourselves and we arePropulsion Lab, said: fumbling with Mars rocks”“Tomorrow we’re going to start exploring Mars. And It was thus important for NASA to communicatenext week and next month and next year, we’ll be the success of its mission, and the benefits ofbringing new discoveries every day, every week, to advancing space technologies. Storytelling isall of you.” a crucial tool in NASA’s mission to create an emotional bond with the American public, and it’sImportance for NASA a tool that NASA wields boldly.The Mars landing has revived the controversial Telling the story from outer spacetopic of NASA’s steep budget, which has Curiosity can communicate directly to Earthbeen on a steady decline since the mid-1960s using a space transponder, but at very lowand has just faced a budget cut of $200 in bandwidths and at a time lag of aroundthe Mars exploration program by the Obama 14 minutes. She can broadcast higheradministration. The proposal has in effect shut bandwidths to NASA’s two Mars Orbiters,down missions to Mars beyond 2014. Mars Reconnaissance Orbiter and Odyssey, when they are in range. She has been outfitted with 17 cameras to collect data from her surroundings on Mars; the first images have already been tweeted by @ MarsCuriosity. Storytelling to simplify science To ensure that the project designed by rocket scientists would be accessible to the layman, NASA tailored content to suit different groups. The NASA/JPL website serves as the central repository of content. It includes a kids; section, information about technologies used, as well as interactive contentSource: vator.tv and videos that simplify the science. 63
  • 64. Coverage of the landing On the night of August 5, 2012, Americans gathered to view a special broadcast fromSource: jpl.nasa.govMost famous of these is the video ‘7 minutesof Terror,’ in which NASA scientists explain thechallenges of landing the 1-ton Curiosity, theheaviest payload ever delivered to the Marssurface. Set to dramatic music, and filled with Photo credit: NASA/Bill Ingallsinterviews, beautiful graphics, animations andtext, the video has been broadcast on TV and NASA Mission Control in science centers,shared across the internet. museums and Times Square. Tension was high as NASA’s eight years of hard work andIn addition to simplifying the science through $2.5 billion of US taxpayer money was putstories, NASA also took steps to involve people to test in the crucial seven minutes.with the project on a personal level.  Adam Steltzner, the entry descent and landingIn 2009, NASA tied up with Disney Pixar’s Wall-E lead, shared his feelings before the landing:to launch a contest for US school children:Name NASA’s next Mars Rover. Ten finalists “When I look back at the hard work that we’vewere selected and the winner was decided in a done, we’ve done everything that we can toround of public voting in 2009. 65,559 people deserve success tonight, although as we all know,voted, and the winner was 6th grader Clara Ma’s we cannot guarantee success… We’re rationally‘Curiosity.’ confident, emotionally terrified, and ready for EDL.”An excerpt from 6th grader Clara Ma’s entry: The TV broadcast shows the NASA team breaking into celebration when a successful landing was confirmed.“Curiosity is the passion that drives us through @MarsCuriosity tweeted confirmation as well:our everyday lives. We have become explorers andscientists with our need to ask questions and to “I’m safely on the surface of Mars. GALE CRATER Iwonder. Sure, there are many risks and dangers, AM IN YOU!!! #MSL” but despite that, we still continue to wonder anddream and create and hope. We have discovered Amplification of the storyso much about the world, but still so little. We willnever know everything there is to know, but with our The Mars landing was covered by globalburning curiosity, we have learned so much.” media, trended on Twitter with multiple hashtags and inspired new memes.NASA also invited people to ‘send their name toMars,’ and appealed to ‘Tweeters and Trekkies’ @MarsCuriosity added half a million followersby roping in William Shatner and Wil Wheaton within the first 24 hours; its first tweet from Marsof Star Trek fame. Shatner and Wheaton each was retweeted nearly 72,000 times.narrated the video ‘Grand Entrance’ created tospread awareness about the landing. (source -WSFA.com) Source: twitter.com/marscuriosity Volume 1, Issue 3, Storytelling @MarsCuriosity July-September 2012
  • 65. Flight Director Bobak Ferdowsi, who sported Emotional impacta special mohawk in honor of the occasion,became an instant crowd favourite, shooting from The successful landing marked a milestone200 followers to 36,000, with memes sprouting in US space exploration, with people,across the web, and his own fan club. He even celebrities and politicians congratulatingreceived a wedding proposal from @amaeryllis: NASA on its achievement. More importantly,“@tweetsoutloud I know you’ve been busy, but will the event helped revive the country’syou marry me? land something on mars if the passion for space exploration and dreams ofanswer is yes.” landing a man on Mars – an event President Barack Obama aims to see happen by 2030.Several Twitter users called for an Olympicmedal for Curiosity. Ivan Brandon tweeted: Obama released a statement of congratulations:“What’s the name of the Olympics category where “The successful landing of Curiosity – the mostyou land a robot on another planet?” sophisticated roving laboratory ever to land on another planet – marks an unprecedented feat ofBrands joined in on the excitement as well, with technology that will stand as a point of nationalOreos posting a red Oreo on its Facebook page, pride far into the future.”in salute to the Mars landing. NASA Administrator Charles Bolden took theThe hype grew so much that Google had to revise opportunity to re-establish NASA’s success as aits Google Doodle of the day to include the rover, matter of national pride:to appease the vocal Twitter community. “It’s a huge day for the nation, it’s a huge day for all of our partners and it’s a huge day for the American people. Everybody in the morning should be sticking their chests out, saying ‘that’s my rover on Mars.’ Because it belongs to all of us.” View this report directly on Slideshare 65
  • 66. Free Pussy RiotWhat is Free Pussy Riot? of peaceful performances in highly visible places, the group has given voice to basic rights underFree Pussy Riot is a social media led threat in Russia today, while expressing the valuesmovement by supporters of Pussy Riot – a and principles of gender equality, democracy andRussian feminist punk-rock band and anti- freedom of expression contained in the RussianPutin activist group – to protest the detention constitution and other international instruments.” of three band members and to attract Pussy Riot got together to rejuvenate the cultureinternational intervention. of protest in Russia and bring about social change. One of the band members, who goes by the pseudonym Kot, explained their tactics on the Pussy Riot Facebook page: “We wanted to create a new form of protest – maybe not such a huge one, but we compensate for that with the bright, provocative and illegal nature of our performances.” The group has 15 members, and is characterized by the bright neon colored ski masks they wear during performances. Reason behind the arrestSupporters at the Russian Consulate in New York City (source: FreePussyRiot.org) Five members of the group staged an illegalLaunched in March 2012, the movement performance at Moscow’s Cathedral ofgathered momentum in the weeks leading to the Church the Savior as a protest against thecourt trial and has led to widespread international Russian Orthodox Church’s support for Putin.coverage, discussion and controversy. The released a statement that announced:Pussy Riot – protest group “Our performance in the Cathedral of Christ theThe Free Pussy Riot website described the group as: Savior was a political gesture, which concerns the problem of merging of Russian Orthodox Church“An anonymous Russian feminist performance art (ROC) and the Putin government. Patriarch Kirillgroup formed in October 2011. Through a series Volume 1, Issue 3, Storytelling Free Pussy Riot July-September 2012
  • 67. has repeatedly spoken about of clearly not the holy A purpose inspired movementfigure of Putin and urged his parishioners not toparticipate in protest rallies… Therefore, we have United with a shared purpose to denounceintroduced a new element in our performance – a the violation of the women’s right to protestprayer – and called our performance punk public and a fair trial, supporters came togetherprayer “Virgin Mary, Drive Putin Away.” and created the Free Pussy Riot movement.The performance was documented in a short The movement called for the freedom of thevideo, under two minutes, which showed five women, and had three objectives: to collectmasked women playing punk music at the altar, donation to fund women’s legal defense,dancing and singing the ‘punk prayer.’ petition authorities to free the women, and create awareness of the unfair trial. The website FreePussyRiot.org was set up as the central platform for the movement. Supporters could make donations online via PayPal, FundRazr and wire transfers, or in cash by contacting one of the Pussy Riot lawyers in Moscow. Online donations exceeded the $30,000 the group asked for, with additional donations coming in from efforts including a benefit concert at a bar in London, and sale ofSource: youtube.com t-shirts online.Following the release of the video, the RussianOrthodox Church charged three members,Nadezhda Tolokonnikova, Maria Alekhinaand Ekaterina Samucevich, with ‘hooliganismmotivated by religious hatred,’ a charge thatcarries up to 7 years imprisonment.This led to outrage amongst human rightsactivists who called the punishment “excessive”and “personal revenge” of Putin.Vladimir Lukin, Human Rights Commissioner ofRussia, expressed his misgivings: Source: Amnesty USA“[Their act] is a misdemeanor that in a Petitions were set up by various individuals andnormal, civilized European state is handled in organizations. Amnesty International directedadministrative rather than criminal proceedings. their message to Russian persecutors, and aThat’s why I think the ruling on those women is group of German activists targeted the Russianexcessive.” ambassador to Germany.Hugh Williamson, a director at the Human Rights The Free Pussy Riot movement also broughtWatch, was more direct: attention to the torture and death of Russian anti-corruption lawyer Sergei Magnitsky. 486,000“The charges and verdict against the Pussy Riot people signed a petition asking the EU to imposeband members distort both the facts and the law… a travel ban and freeze assets of the peopleThese women should never have been charged with responsible for his death.a hate crime and should be released immediately.” The movement to create awareness caught on,Activists and Pussy Riot supporters were also with supporters discussing the trial online anenraged that the women were denied bail for organizing rallies and concerts in over 60 citiesthe five months leading to the trial, and that the across Europe, North America and Australia.Russian Orthodox Church had launched a publicsmear campaign targeting the women. 67
  • 68. Niche communities amplifiedreachA survey found that only 6% of Russianssympathized with Pussy Riot, and that 41% wereaverse to the cause. The majority of supportcame from Europe and North America, especiallyfrom anti-Putin groups, human rights activists,feminists and musicians. Source: twitter.com/PaulMcCartneyUkrainian feminist protest group FEMEN, resonated Paul McCartney’s tweet itself was broadcast to nearlywith the anti-Putin protest and condemned the a million followers, and was re-tweeted 1,991 times.charges filed against the Pussy Riot members: Transmedia storytelling fuelled“It is apparent that the criminal case initiatedfollowing your performance in the Christ the the movementSavior Cathedral in Moscow, is only a pretext for Free Pussy Riot supporters made use ofthe Kremlin to punish the band-members for their transmedia including videos, web games,previous performance in the Red Square, whilecovering it up with the offense of religious feelings.” photos from protests, tweets and even the women’s closing speeches at court to fuelTom Watson, a journalist at Forbes, pointed out the movement. These forms of contentthat the movement went viral due to efforts pushed out stories from supporters acrossof niche communities including feminists and the world, and were designed to evokehuman rights activists: emotions and build hype.“Let’s not forget that two of the band membersare young mothers who would be separated fromtheir children by the Putin government… Likethe Occupy movement, it involved a small groupthat magnified its attention through other nodes:Amnesty International, feminist bloggers, theforeign policy press, and a vast mob of supporterson Twitter and Facebook.”Musician Frank London called the charges filedagainst the women a “crime against artists.” Source: vimeo.comMusicians across Europe and North America Pussy Riot themselves followed thesecondemned the treatment of the Pussy Riot storytelling tactics. The arrested women usedmembers, and offered their support. The the coverage of the court trial to their advantage,involvement of high-profile musicians especially posing defiantly for photos and sharing lettershelped spread awareness and recruit supporters from prison. The women even used their closingfor the Free Pussy Riot movement. Madonna speeches as a forum to discuss art, philosophyvoiced her support at a concert in Moscow, and and the hardships they faced since their arrest.Paul McCartney tweeted a message of support:“… Many people in the civilized world are allowedto voice their opinions and as long as they do nothurt anyone in doing so I believe this is the best wayforward for all societies. I hope you can stay strongand believe that I and many others like me whobelieve in free speech will do everything in our poweredto support you and the idea of artistic freedom.” Source: Avaaz.org Volume 1, Issue 3, Storytelling Free Pussy Riot July-September 2012
  • 69. A few hours after the three women were sentencedto three years imprisonment, the remaining groupmembers released a new single, “Putin Lights aFire.” The song was picked up by The Guardianand transformed into a video montage, usingmultimedia from the trial and fan protests. This inturn was published in sites including the HuffingtonPost, thereby reaching a larger audience.The group also succeeded in maintaining mediacoverage after the sentencing, with a tweet aboutthe other two members who participated in the Source: FreePussyRiot.org“Punk Prayer” performance: Criticism and controversy Not all people supported the arrested women. Videos on YouTube have as many dislikes as likes, and people voiced their misgivings about the “Punk Prayer” performance in comments.*Translation courtesy Google Translate (Source: twitter.com/pussy_riot ) Many agreed with the charges of religious hatred and felt that the women deserved to beRole of social media punished, though they had different opinions on the severity of the punishment.Social media ensured news about themovement spread in real-time, and As YouTube user armija commented:contributed to the speed at which the “This church is place of worship, and also it ismovement grew. Supporters leveraged national monument. They made vandalism on thatthis by posting constant stream of updates, place with intent to provoke and insult others. Asincluding live tweets from the court house, a religious guy (not orthodox Christian though) Ito their community of 103,000 Facebook think that their punishment should be even bigger…”fans and 16,000 Twitter followers. Several people also questioned the internationalInspired by the courage and resilience the outrage, stating that the same act would bewomen showed throughout the trial, people punished similarly even outside of Russia. Asshared their opinions on Twitter. Italian journalist Enza Ferreri stated:Swedish philosopher Alexander Bard expressed “They have simply violated the law. Any civilizedhis political stance: country has the law that protects feelings of religious people being offended.”“Russian Foreign Ministry sobs worldwide supportfor #PussyRiot is politically motivated. Yes, OF Indeed, a copycat stunt in Germany has led to theCOURSE IT IS, morons! WE WANT PUTIN OUT!” German Catholic Church charging protestors with disturbing a religious service, punishable by threeTwitter user Russian_market tweeted about the years imprisonment.unfairness of the trial:“John Lennon’s murder got 32 years. #PussyRiotgot 2.5 years for 40 sec. Brejvik got 21 years (withmin. 10 years) for slaughtering 77 kids.”Russian social network VK and Facebook alsoplayed a role, enabling supporters to organizeand promote events taking place in 74 cities tocommemorate August 17, the day the sentencewas pronounced – as the “Global Day of Title of blogger Andre Anglin’s post (Source: outlawjournalism.com)Solidarity for Pussy Riot.” 69
  • 70. Some bloggers even criticized western media Impact of the movementand accused them of supporting the movementsimply to use any opportunity to attack Putin. While unsuccessful in freeing the women,Blogger Andre Anglin commented: the Free Pussy Riot movement did bring attention to the relationship between theThis is a situation where the entire mediaestablishment, both on the “right” and the “left”, as Russian Orthodox Church and Putin, andwell as many celebrity activists, are unifying to distort issues surrounding human rights.what has taken place to an extreme degree. The scale Nadezhda Tolokonnikova, one of the arrestedof this is simply massive, and unlike anything I am Pussy Riot members, stated that despite the wayaware of having happened before, ever. events unfolded Pussy Riot had succeeded in its original goal: “Whatever the verdict for Pussy Riot, we and you have already won. Because we have learned to be angry and speak politically.” View this report directly on Slideshare Volume 1, Issue 3, Storytelling Free Pussy Riot July-September 2012
  • 71. Nike Find Your GreatnessWhat is Nike Find Your A new story every dayGreatness? Nike featured a new story every day, coveringFamous for its ambush marketing 19 different sports, including gymnastics,campaigns and for mastering the art of basketball, BMX and Wushu. The minimaliststorytelling, Nike neatly side stepped the ads featured normal people and deliveredrestrictions set by the London Organizing hard hitting messages.Committee and delivered a striking One story shows a group of burkah-clad girlscampaign for the London 2012 Olympics. huddled together. The camera zooms out to reveal they are members of a girl’s soccer teamThe Nike Find Your Greatness campaign shares at London School in Qatar, and the voiceoverstories of everyday athletes from various Londons delivers a direct message:around the world, challenging the notion thatgreatness is reserved for elite athletes, and “If you think greatness is supposed to look a certaininspiring everyday people to find theirs. way, play a certain way and act a certain way, we certainly need to re-think some things.”Source: gramfeed.com/nike Source: youtube.comThe campaign builds on f Nike tagline and co-founder Bill Bowerman’s philosophy:“If you have a body, you are an athlete.” 71
  • 72. Jogger – the story that went viral his life/health with a jog. And after watching it a few times, I’m pretty sure I just love this ad. I loveThe story of Nathan Sorrell, a 200lb 12 Nathan. I hope he runs until he feels awesomeyear old from London, Ohio, went viral in about himself. I hope he inspires other kids to run.”America, dominating online discussions and Twitter user Elisha tweeted:gaining nearly 1 million views on YouTube. “Just jogged till I couldnt anymore. #nike #findyourgreatness jogger commercial inspired me.”  Third, Americans were moved by the story. Local Ohio news site Record Herald interviewed Nathan about his experience shooting the commercial, and learned that Nathan and his mother had decided to help each other lose weight and become healthier. Nike had encouraged this decision, suggesting a follow up commercial if they were successful.Source: youtube.com This story was picked up by several otherThe 1-minute video shows the overweight boy domestic and international publishers, andjogging up an empty road, growing bigger in size people reacted favorably, sending well wishes toas he gets closer to the camera. The voiceover Nathan.says: However, the ad also received a small share of“Somehow we’ve come to believe that greatness criticism. Several people were uncomfortableis a gift for a chosen few. The prodigies. The about Nike’s use of an overweight child in thesuperstars… Greatness is not some rare DNA commercial.strand… Greatness is no more unique to us thanbreathing. We’re all capable of it. All of us.” Some, like retired chemistry teacher Cindy accused Nike of exploiting the child:Jogger struck a deep emotional chord withAmericans, for several reasons. “@postsecret That Nike ad is repulsive..A 12 year old shoukd not be obese & we should not beFirst, Americans could relate to the story. exploiting it.”According to the Centre for Disease Control andPrevention, obesity affects approximately 35.7% Others felt that Nike was over-simplifyingof American adults and 17% of American children. the nation’s severe obesity issue. In an articleBy using a real person, and referring to an issue titled “Nike Uses Fat Kid to Sell Shoes, Nationthat plagues millions of Americans, Nike gave Rejoices,” Jezebel blogger Lindy West pointedpeople a story that was very similar to their own. out the broader picture:YouTube user sher82278 shared her story: “If American kids are gaining weight, it’s not because they’re just naturally lazy and they“You remind me of my son weighing in close to the naturally don’t want to work out. There are systemicsame range at age 13 or 14. The smartest thing I problems in our country-with processed food,did for him was to let him play youth football at age poverty, shitty school lunches, corn subsidies … that12. It not only showed him how good he felt from are ours to fix, not that kid’s.”the program it gave him the Confidence he neededto succeed at something greater than himself.”Second, Americans were inspired by the story. Ifan overweight boy in Ohio could become activeand find his greatness, so could they.Hannah Brook Olsen, blogger at Bliss Tree wroteabout the effect the commercial had on her:“My initial feeling was that I was really inspired bythe use of a real person who was trying to improve Volume 1, Issue 3, Storytelling Nike Find Your Greatness July-September 2012
  • 73. Inspiring people to share their Already inspired to work out after watching athletes on the Olympics, and the Find Yourstories Greatness spots, people took up Nike’s challengeA domestic sponsor of Team USA, Nike to earn NikeFuel and share photos of theirdidn’t alienate achievements by US elite FuelBand and activity graphs on Facebook and Twitter.athletes in its social media updates.On the contrary, Nike highlighted theirachievements in social media updates, andtied up with retired and injured Olympics toinspire others to find their greatness. (Thussidestepping a restriction barring Olympicathletes from mentioning brands in theirsocial media updates.) Sources: twitter.com/801PUNX twitter.com/nike and gramfeed.com/nike Nike catalyzed this movement with a goal to make August 12 the ‘most active day in the history of Nike+’. The benchmark had been set at 361 million NikeFuel points on August 6, and the Nike+ community was successful in setting a new record – 596 million NikeFuel points.Source: facebook.com/nikeGymnast Shawn Johnson and marathoner PaulaRadcliffe promoted #FindGreatness on Twitterand encouraged followers to share their stories.People sent in stories via Twitter and images viaInstagram, and Nike featured the best stories onits digital hub – gameonworld.nike.com Source: gameonworld.nike.com In the words of CMSWire blogger Deb Lavoy, Nike Find Your Greatness is an example of: “how corporate purpose can be both very, very profitable, while also creating value and prosperity for its customers.”Mike Schmidt and Ryan Bailey share their greatness(Sources: gramfeed.com and gameonworld.nike.com) By merging corporate purpose (inspiring athletes) and narrative (find your greatness),Integration with Nike’s digital Nike was successful in exciting people about the brand and motivating people to use the products.productsA sub-campaign, #FuelCheck, promotedNike products more directly, while alsoengaging the Nike+ online community.People were encouraged to set and measuregoals using their Nike+ FuelBand, earnNikeFuel points by working out, and sharetheir achievements. 73
  • 74. One of the top buzz gainers at theOlympicsAn instant hit at launch, the Nike Find YourGreatness campaign topped the AdAgeviral video chart for the week ending July 31,2012, displacing official Olympics sponsorand long time rival Adidas. Nike Page Data, July 16 – August 13 (source: AppData.com)AdAge partner Bluefin Labs tracked social mediaresponse to ads, and included Nike in the list ofTop 10 Buzz Gainers during the first 10 days ofthe games.Find Your Greatness was covered extensively inmainstream media, blogs and social media. OnFacebook, mentions of Nike shot from 135,000/day to a peak of 430,597 mentions/day for threedays straight. View this report directly on Slideshare Volume 1, Issue 3, Storytelling Nike Find Your Greatness July-September 2012
  • 75. SuperBetterWhat is SuperBetter? Gamification of healthSuperBetter is a super-hero themed online By packaging everyday occurrences intogame that helps people improve their elements of a super-hero story, SuperBetterresilience, meet their health goals, recover offers people a new perspective from whichfrom illness or injury, and have fun along the to tackle their challenge.way. Friends are Allies, health goals are Quests and Epic Wins depending on size, and obstacles are Bad Guys who need ass kicking. Power Ups help increase strength, and Future Boosts keep you motivated.Source: facebook.com/superbetterJane McGonigal, a renowned game designer,came up with the concept while battling aconcussion. She had been researching recoverystrategies, and was struck by how similar theywere to playing multi-player games:“You have clear goals; you track your progress; you Source: superbetter.comtackle increasingly difficult challenges, but only The parallels to video games are obvious, andwhen you’re ready for them; and you’re connecting these help people get excited about meetingwith people you like. The only thing missing from their goals. As iPhone app user Shookiezthese recover strategies, really, was the meaning – commented:the exciting story, the heroic purpose, the sense ofbeing a part of something bigger.” “Although I don’t always actually use the app, the very idea has changed the way I approach work – asThis realization led to the conception of a challenge to defeat and earn my reward (pride).”SuperBetter, her recovery, and the super-herostory Jane created for players. 75
  • 76. The gaming lingo also makes being healthy, and 42 year old Eric from Colorado uses SuperBettertalking about health, a cool thing to do. As Nikki to manage his weight and gain confidence:Botsford Mestas commented on Facebook: “My challenge is that I have gained a bunch of“Getting superbetter today. Tackling the bad guys.” weight and gotten out of shape, partly as a result of a number of major life stressors happening allBacked up with science at once. … Plus, when I’m ready to go back into the dating world, I think it will help me if I feel stronger,To combat the common perception of adult more confident and happier with my appearance.”gaming as a ‘waste of time,’ Jane McGonigalemphasized the amount of scientific 29-year-old Lucy from Aberdeen usesresearch that went into the design of the SuperBetter to combat sleep issues:game and her collaboration with scientists, “My challenge is to feel better about my sleep – anddoctors and researchers in her Ted Talk, on that could be having happy dreams and waking upthe SuperBetter Blog and within the game feeling refreshed, or it could just be accepting baditself. dreams and that my not feeling refreshed is simply how I am, or that there is something else I need toThis helped SuperBetter reach people who change.”ordinarily wouldn’t have accepted the idea ofgaming for health. As Kathy Hartzell commented The game also appeals to people who with non-on Facebook: health goals, such as combating procrastination, planning finances and preparing for parenthood.“Listened to Jane on NPR Sunday partly because Author Cheryl Reif applied the concept of Powerof the promo….no way said I to myself on the way Ups to overcome writer’s block, with a list of funto Berkeley that morning….games for healing Writing Power Ups that include taking a readingor social connections?? Well, I listened…I read break and picking up a fancy pen.more and I am going to take the journey as a 63rdbirthday present. My first foray into on line games, Power of perceptionunless Angry Birds counts!!” Players were prompted to choose a Secret Identity, a persona based on their personal heroes. This helped them set goals they previously considered impossible and to persevere – as they wanted to stay true to their inspiration.The SuperBetter HQ in the iPhone app shows the science behind each element. Ascience card also pops up upon completion of Quests. (Source: appstorm.net)Upon completion of a Quest, people earned Source: forums.SuperBetter.comresilience points in one of four categories –mental, emotional, physical and social – and Player Courtney Sloan wrote about hercould see how the quest helped them get experience adopting the hero mindset:SuperBetter. “My willpower skyrocketed. You know why? My game persona would have done those things.Universal appeal The gaming aspect allowed me to step away from myself and do things not because I wanted to,The game is universal in its reach, appealing but because my hero self would not take no for anto people of different ages in different answer. She had the willpower, so would I.”places with different goals. Volume 1, Issue 3, Storytelling SuperBetter July-September 2012
  • 77. Player Lady Pele even set personas for her Bad As Alex Goldman commented:Guys to motivate herself: “I suppose this is a bit of a no-brainer, but I was“I’m currently working on losing weight and getting shocked at how motivating it was to have otherfit, so one of my Bad Guys is “Bo, the Gluttony people designing quests for me. The questsDemon.” Coming up with the names/descriptions I created for myself seemed so pedestrian byis really fun, and then I have something physical to comparison.”imagine when doing battle; I can actually visualizemyself kicking a demon in the face”  However, the game has received some criticism for not doing enough to keep Allies engaged andStigma against asking for help active. Player Jamie commented on this: “Besides my partner, none of my allies has checkedAccording to medical journals, support of back to the site, assigned quests, or the like. I hadfamily and friends is essential to recovery. wondered if the game would periodically emailHowever people are generally against asking allies (if I completed their quests, to prompt thatfor help, as is evident in the SuperBetter we were overdue for a check-in, whatever), but itforums. By making allies a key part of the doesn’t.”game, people were encouraged to overcometheir stigma and reach out for support. Achieving epic winsAs radio show producer Alex Goldman explained: SuperBetter helped several people achieve“I hate asking for help… It was actually a lot epic wins such as writing novels, learningeasier for me to recruit listeners to help me play languages, and overcoming shyness.Superbetter than it was for me to play with people Player Amanda shared how the game helped herwho I see every day, because it felt less like asking overcome her obsession with weight loss:for help. That’s kind of a fascinating feature of theinternet age, that I can find a dozen people out “This morning, as I checked off quests and power-in Cyberspace who are willing to be my internet ups in SuperBetter, I realized that fitness andbooster club.“ health have truly become my goal. It is no longer about my weight… My [SuperBetter] HQ now reads,Player Snellopy shared the benefits of gaining a that I am getting SuperBetter at ‘Getting Fit’ insocial support system: order to ‘Feel SuperHealthy.’ And I mean it.” “It’s great, especially since we’re scrawling all over Tim Maliyil shared how SuperBetter helped hiseach other’s activity streams with questions and mother recover from a stroke:comments. So no matter whose page I’m lookingat, I see the same names popping up, being “She is someone who has never used a computerencouraging and getting encouraged.“ before, but she was able to engage with [SuperBetter] on the iPad in a matter of minutes.Importance of allies Now she uses the iPad and [SuperBetter] every day. Her doctors and therapists expect a full recoveryAllies keep players engaged and motivated by within a few months, and your products keeping hersuggesting quests and doling out achievements. mind engaged partly contributed to her recovery success thus far.” Trend: shift to mobile That players have actively been campaigning for mobile apps shows their preference for mobile. As SuperBetter player Apollo Lemmon commented:Source: forums.SuperBetter.com “I’m moving to using only a phone as my computer throughout the day, and having an app for Android would make this site one I can easily use.“ 77
  • 78. Not only would a mobile app help them playmore frequently, it would also help them playmore effectively –several players had set goalsto reduce computer use and to increase activitylevels.As player William commented:“Sometimes, it doesn’t work for me to sit down in Source: appstorm.netfront of a computer to use SuperBetter (as one of With over 100,000 players, a core communitythe things I’m struggling with is RSI, on my bad 4,500 members on the SuperBetter community,days when I really need a power-up or two it’s not and with more success stories being shared,always good for me to do).“ SuperBetter definitely has potential to play a wider role in healthcare.Note: While the iPhone app launched in April2012, an Android app is still in the making. As acupuncture student Jason Lay envisioned:Future of SuperBetter “I see healthcare professionals of different strokes being very interested in SuperBetter. The potentialSuperBetter is one among several games and for hands-off delivery and training of health-applications that aim to address healthcare promoting habits and attitudes is tremendousissues through play. Competitors include starts using this gaming model.”ups like Fitocracy, and major brands such as GE,which has a suite of social apps to help peoplelive healthy. View this report directly on Slideshare Volume 1, Issue 3, Storytelling SuperBetter July-September 2012
  • 79. Check out Issues 1 and 2 of the Peoples Insights Quarterly Magazine here 79
  • 80. www.mslgroup.com | peopleslab.mslgroup.com | peopleslab.mslgroup.com/peoplesinsights/magazineMSLGROUP is Publicis Groupes strategic countries. Adding affiliates and partners intocommunications and engagement group, the equation, MSLGROUPs reach increasesadvisors in all aspects of communication to 4,000 employees in 83 countries. Todaystrategy: from consumer PR to financial the largest PR and Engagement network incommunications, from public affairs to Europe, Greater China and India, the groupreputation management and from crisis offers strategic planning and counsel, insight-communications to event management. With guided thinking and big, compelling ideas –more than 3,700 people, its offices span 22 followed by thorough execution.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(pascal.beucler@mslgroup.com)Janelle Dixon, Designed by MSLGROUP CREATIVE+North America Head of Insights(janelle.dixon@mslgroup.com)Dominic Payling,Europe Head of Insights(dominic.payling@mslgroup.com)Gaurav Mishra,Asia Head of Insights(gaurav.mishra@mslgroup.com)