The Power of Movements

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Given at SXSE1, iris Worldwide's post-SXSW recap event, this was my summary of recent trends in grassroots online 'movements', the tools facilitating these , and how marketers can learn from them and create their own online causes.

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The formatting is dodgy because I uploaded straight from Powerpoint.
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  • ‘Always on’ is the new standard- from SXSW to the world.It’s not about having a voice so much as how you use it, and how brands mobilise their following. A brand always has grass roots, whether they like it or not. So it’s important to show that they’re listening.
  • New apps show how comfortable we are being hypersocial and hyperconnected. The new breed of social is ‘mass social’ and ambient.People like to be part of something, even if the connection is not as strong as on Facebook. Causes bring them together.
  • A few recent good examples:The London riot cleanup last summerCash Mobs (themselves a reaction to Groupon)Kickstarter, Indie-go-go, Kiva, even the Kony 2012 campaign.American politics (more so than in the UK).
  • SXSW featured lots of examples of skilled ‘post-crowdsourcing’ campaigns, like Chevy’s ‘From Prototype to Production’ panel.FOMO- how people can be mobilised en masse.Changing the world by giving brands a cause.Arguing the case for online voting.
  • Charitablecrowdsourcing has paved the way, with sites like Kiva making a lot of small difference rather than one big one.
  • Kickstarterleads innovation using a crowdsourcing model, a kind of middle ground between marketing and charity.
  • Indiegogo is a similarly highly successful platform for funding filmmakers.
  • Cause.it debuted at SXSW, and uses more sophisticated geolocation to link businesses to local causes, making it easier to bring difference across society.
  • How crowdsourcing was in the past:Chevy have been vilified and celebrated for their use of crowdsourcing. This 2006 campaign was a fail: the Tahoe SUV 2006 campaign, where ‘fan submitted’ video edits went very wrong.
  • Chevy have done an about-turn by incentivising their crowdsourcingA prize that matters: chance to be screened at the Superbowl.Entertaining rather than simply ‘interactive’MoFilm, Microsoft’s crowdsourcing company, as intermediary.
  • Collab between winner and The Lonely Island companySimilar, a worthwhile prizeEntertaining content
  • Other brands like to highlight innovation as their cause.Toyota know their brand well enough not to count on entertainment, like Doritos, and to play up what they have and are known for.Eco-friendly and socially minded, socially conscious crowd-sourcing, but with professionally-made films.
  • Heineken’s rich history of design mean they can take it as their ‘cause’Genuine human aspect , in that it connects people.Shows that they’re listening to followers, but keeping high standards- perfect middle ground for reaching out.
  • Pepsi Refresh- similar, and could be expanded with geo-location (cause.it and highlight style!)Opens up process to public, but keeps in controlInteractive on multiple levels- votes and ideasMeasurable change, using social media to make the process more detailed and more human.
  • The Power of Movements

    1. 1. "We have created in ourSouth-by-type worlda lot of incentive andaddiction tofeedbackand stimulusfrom the world around us.” Baratunde Thurston, SXSW Keynote
    2. 2. Chevy Tahoe SUV campaign, parody videos, 2006
    3. 3. 7363192 YouTube Views for ‘Zombie Ride’ // 1 million FacebookLikes//87,451 Twitter followers
    4. 4. Doritos ‘Crash the Superbowl’6,100 entries for 2012 // highest-rating Superbowl ad // $1 million prize //4161media mentions
    5. 5. Crowdsourcing for good(and entertainment): Toyota’s Ideas for Good
    6. 6. 107,144 FB visits37,000 Likes145 different countries30,000 connections750,000 Limited Editionbottles sold1.2m winning design giftpacks
    7. 7. Pepsi Refresh Everything63 million votes // 5 million site registrations //$19 million beyond grants //79kvolunteers
    8. 8. What can we take from this?Crowd-sourcing has moved on, and this time it worksbetter.Brands have a grassroots following, like it or not.Show that you’re listening.Reach out, but do it on your own terms.Know yourself and what you stand for, because any U-turns will betransparent on the FacebookTimeline.The ‘Age of Uprising’ is applicable to brands as well as politics.Don’t be afraid to experiment(But don’t get caught out!)

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