People's Insights Quarterly Magazine Issue 2


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

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.

We have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog in the iPad-friendly People’s Insights Quarterly Magazine - Issue 2.

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People's Insights Quarterly Magazine Issue 2

  1. 1. Volume 1, Issue 2, April-June 2012
  2. 2. MSLG Grou ROUP is P p comm e’s strate ublicis g enga unication ic geme s and advis nt gro o comm rs in all a up, s from unication pects of consu strate finan cial c mer PR t gy: from omm o p u reput ublic affa nications a i , from tion man rs to crisis agem to ex comm ent a p n even eriential m unication d ts. arket s ing a With nd more acros than s 3 world close to ,500 peo wide, 100 o ple also t ff he la MSLGRO ices in fas rgest UP is t P India -growing R netwo . C rk strate The group hina and gic p offer coun lanni s s n think el, insight g and in - ideas g and big guided – foll , comexecu o p tion. wed by th elling oroug h Learn more about us at: | twitter: @msl_group Volume 1, Issue 2, April-June 2012
  3. 3. Inside rd tion04 Forewloeucler ts and I nnova a B by Pasc Insigh urcing ab: C rowdsoa ’s L People eucler and Gaurav M ishr ne agazi B al by Pasc 05 erly M ghts Quartoshi le ’s Insiand Rooshabh D Peopaf Engineer hr by As 07 lling lS toryte Sociainic Payling, m by Do 09 tion Conversa CATCH g Mappin lvi 12 ano Ca by Germ 49 Vook 56 or Glassdo 31 62 s en Idea Yoke 68 Heinek y Brewer Pair 37 75 16 ls e GatTaxi Pepsi Pu Vote.Give.G row 80 Kyck ate Celebr orks 40 What W y 86 22 The Fanc Stay 26 cial Dell Sotion Innova m Platfor 3
  4. 4. Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUPForewordThe need for change is higher every day: In this second edition of our Quarterlybusiness models, products and services, Magazine, we are happy to share with yourelationships with people, everything what the conversation has been abouthas to evolve, as the world around us is in the three past months. Whether onchanging very fast and deeply. Storytelling, on Corporate Citizenship or on Crowdsourcing, the conversation hasAll surveys confirm that innovation is not been very intense, inside our organisationan option, whatever the industry. And as well as outside everywhere in the world,more and more business leaders agree and you’ll find in the following pages ourthat innovation has to come from people’s analysis on it.insights, as it is the only way to come outwith ‘People Inside’ new products and I hope you enjoy reading it!services. Volume 1, Issue 2, April-June 2012
  5. 5. People’s Lab:Crowdsourcing Insightsand Innovation Gaurav Mishra, Asia Director of Social Media, MSLGROUP 500 corporations design dedicated large- scale platforms to crowdsource insights and innovation across business functions. However, we saw a gap in the market for comprehensive Pascal Beucler, solution to crowdsource insights and innovation SVP & Chief Strategy Officer, and launched our People’s Lab crowdsourcing MSLGROUP platform and approach. People’s Lab Crowdsourcing PlatformThe Power of Crowdsourcing Insights and Approachand Innovation The People’s Lab platform helps organizationsAccording to the recent PwC CEO Survey of build and nurture public or private, web or1200+ business leaders across 69 countries, mobile, hosted or white label communitiesbusiness leaders believe that crowdsourcing around four pre-configured application areas:people’s insights are one of the main drivers for Expertise Request Network, Innovationleading innovation and change. Challenge Network, Research & Insights Network and Contest & Activation Network.We have a significant body of knowledge on Our community and game thinking featurescrowdsourcing now, including business rationale, encourage people to share rich multimediaapplication areas, best practices and case content and vote/comment on other people’sstudies. We have seen dedicated third-party content, while our social intelligence algorithmcrowdsourcing platforms in action for almost helps us identify the most influential people,a decade and learned from their successes themes and content.and failures. We have seen diverse Fortune 5
  6. 6. Crowdsourcing Insights from on the MSLGROUP Insights Network. EveryConversations and Communities week, we pick one project and do a deep dive into conversations around it — on the MSLGROUPThe People’s Lab crowdsourcing platform Insights Network itself but also on the broaderand approach forms the core of our distinctive social web — to distill insights and foresights. Weinsights and foresight approach, which consists have been sharing these insights and foresightsof four elements: organic conversation analysis, with you on our People’s Insights blog. Now, weMSLGROUP’s own insight communities, client- have compiled the best insights from the networkspecific insights communities, and ethnographic and the blog in the iPad-friendly People’sdeep dives into these communities. This four-part Insights Quarterly Magazine, as a showcase ofapproach helps us distill a deep understanding our capabilities.of societal values, consumption behaviors andattitudes towards brands, not only in terms of We hope that you will enjoy the magazine andinsights that help explain our world today, but also subscribe to receive subsequent issues. We alsoforesights that give us a glimpse of future worlds. hope that our magazine and blog will inspire you to start a conversation on how you canIntroducing People’s Insights distill actionable insights and foresights fromQuarterly Magazine conversations and communities.As an example, 100+ thinkers and planners withinMSLGROUP share and discuss inspiring projectson citizenship, crowdsourcing and storytelling Volume 1, Issue 2, April-June 2012
  7. 7. People’s InsightsQuarterly Magazine Rooshabh Doshi, Researcher, People’s Insights Quarterly Magazine months and thirteen weekly insights reports later, we feel validated that our intuition was right. In the first issue of the People’s Insights Ashraf Engineer, Quarterly Magazine, we start off with a framework Editor, People’s Insights for purpose-inspired transmedia storytelling, Quarterly Magazine which weaves together elements from all the three drivers of citizenship, crowdsourcing and storytelling.The People’s Insights Quarterly Magazine pullstogether the best insights from our Insights Then we look at thirteen inspiring projects atNetwork, in which 100+ thinkers and planners the intersection of these three drivers. Manywithin MSLGROUP share and discuss inspiring of these projects build upon at least two of theprojects on citizenship, crowdsourcing and three pillars of citizenship, crowdsourcing andstorytelling. storytelling and some like Mahindra Spark the Rise leverage all three.Every week, we pick up one project and do adeep dive into conversations around it — on the Citizenship:MSLGROUP Insights Network itself but also onthe broader social web — to distill insights and • How Starbucks Vote.Give.Grow & GE Celebrateforesights. What Works launched projects to invest money in communities through citizen participation.We started with the belief that some of the mostinspiring projects that are shaping marketing Crowdsourcing:and communications are at the intersection of • How Kyck & Fancy are creating new types ofcitizenship, crowdsourcing and storytelling. Three social graphs, around curating visual content 7
  8. 8. on home feeds and sharing content with • How Facebook apps like Yoke are pulling common interest groups. information from third party apps to connect users with people with common interests.• How The Dell Social Innovation challenge provides a platform to young social innovators • How Vook is enhancing the reading experience to tackle various environmental & social of users by incorporating multimedia to its problems. E-books, and how it provides the entire book creation process on its platform, by allowing• How The Heineken Ideas Brewery taps into authors to create, publish, distribute and track the insights of consumers to share ideas on sales of their books. challenges posed by Heineken, related to product innovation. • How GetTaxi made the process of ordering taxis faster, simpler and more convenient forStorytelling: thousands of taxi users in Europe.• How social networks like Pair are becoming In the coming weeks, we will continue to more private in nature by enabling couples track inspiring projects at the intersection of to share updates and stay in touch through a citizenship, crowdsourcing and storytelling. Do single stream of communication on a private subscribe to receive our weekly insights reports timeline. and do share your tips and comments with us at @PeoplesLab on Twitter. Volume 1, Issue 2, April-June 2012
  9. 9. Social Storytelling “I had to know and » Finally, stories build and preserve a group’s understand my own story sense of community. Stories align and before I could listen to and motivate by portraying the world in terms that help other people with theirs.” build emotional connections between people Barack Obama, US President and create a sense of shared purpose. “Once people make your story As adults it’s easy to dismiss what came so their story, you have tapped naturally to us as kids. But we are who we are into ‘faith’.” because of our own stories. Perhaps even more Seth Godin, US entrepreneur, so now – “personal narrative has become more author, public speaker prevalent, and perhaps more urgent, in a time of abundance, when many of us are freer to studyWorking recently on a Storytelling workshop with a deeper understanding of ourselves and ourDr Mark Chakravarty, a client at P&G, he summed purpose.” Daniel Pink ( A Whole New Mind)up for me its importance in communications:“[There is] a growing body of research that shows But what of storytelling and business?our brains, despite evolution, still look for the Let’s stop and think about the world we inhabit;story to make sense out of information.” 2011 was all about numbers: Eurozone debtHe noted that researchers Roche and Sadowsky (€22.1tn2 , lobal population growth (c.7bn).reviewed the most important literature about Peak oil prices $113 per barrel. You may wellstorytelling and identified four principal reasons know that Japan’s national debt is on track tounderlying the power of story: exceed 1 quadrillion yen by March 2012 due to aid and rebuilding following the devastating earthquake and tsunami in 2011. (A quadrillion is 1,000,000,000,000,000). But do you understand what this number means, for Japan, for you? Can you comprehend these faceless statistics presented on their own? I certainly can’t. Jean Luc Godard offered a solution... “sometimes, reality is too complex. Stories give it form.” Let’s now consider attention spans. ‘The Economist’ says that we are bathed in information. “People choose to read about 10 mb of material a day, hear 400 mb a day,Photo from Adulau on Flickr and see 1 mb of information every second.”» First, stories are universal, crossing boundaries Winston Fletcher, the ad guru, used to make the of culture, language, gender and age.» Second, they mirror how humans think. All evidence from neurology and psychology leads to the conclusion that humans think in stories (narrative structures). Ideas conveyed in story form – more than concepts explained with logic and analysis – imprint themselves naturally into human minds.» Third, stories define who we are. Our sense of identity is forged by the stories we tell ourselves, the ones we come to believe and those we choose to dismiss. Photo from simon_shek on Flickr 9
  10. 10. point that most supermarkets sell 30,000 skusand the average basket size is 30. In a worldin which marketers only had to contend with asuperabundance of choice, his point was thatyour brand was far more likely to be one of the29,970 left on the shelf.But that was a world in which we(the marketer) had the power to organise ouraudience’sattention for them. These days,audiences organise their own attention.Thinkbox is the marketing body for commercialTV in the UK. Their memabers representover 90% of the commercial UK TV marketthrough their owned and partner channels. Thecompany’s declared aim is: to help advertisers Photo from seandreilinger on Flickrget the best out of today’s TV. Their business isTV and their research is revealing: until they can ‘binge watch’ three or four episodes in a row. Or it might mean ‘snacking’ on Twitter or» 52% of internet users search for a brand on a social games during a commute. It might mean search engine in response to seeing a TV ad watching an online video whilst eating lunch at» Half of online viewers engage in online their desk, or clearing a weekend so they can shopping while watching TV. 27% investigate a attend a festival with friends. brand or ad seen on TV Understanding these new patterns of attention» 1 in 3 claim to engage in 2-screen viewing allocation and being able to listen and engage every day; 60% do at least one a week with audiences about their own personal stories, According to the European Interactive is the first step to being a competitive, 21st Advertising Association (EIAA), 80% of Britons century company. The most forward thinking are simultaneous media users (use at least organisations go a step further and are building two different forms of media at the same marketing and communications strategies time) According to the European Interactive that actively encourage, amplify and reward Advertising Association (EIAA), 80% of Britons customers’ stories, rather than assuming that are simultaneous media users (use at least the company is the only entity capable of two different forms of media at the same time) telling stories about a product. They know how to translate the process of storytelling into aWe’ve shifted from a linear, synchronous, valuable outcome and ensure their own storiesscheduled world controlled by media owners into are being listened that is asynchronous and controlled by theindividual. As Seth Godin said recently, “Attentionfrom those interested and able to buy is worthmore now than ever before.” It is the premise ofGoogle and Amazon and all those brands shiftingever closer to true social commerce models.I love my Kindle, for instance. Wherever I am,whenever I want, I seek stories. Not just the onesthat used to come on paper but the ones that thereviewers write. Stories of pain, delight, rage, joy,boredom, frustration and tragedy – the storiesthat I choose to read before the stories I chooseto buy. Photo by markjsebastian on FlickrPeople now actively ‘manage’ the way theyconsume content. They choose how and when At MSL London, we work with the highlythey engage with stories, and how they talk about talented Matt Locke who runs Storythings.comand share them online. and we think his perspective on ‘new patterns of attention’ is well worth listening to. “TheThis could be saving up a favourite drama series explosion of new digital platforms and devices Volume 1, Issue 2, April-June 2012
  11. 11. has created a plethora of new ways to tell your that the user can order according to a range ofstory, and the old tradition of peak time viewing options, including time, relevance, size, locationhas morphed into a 24/7, always-on world. or pretty much any feature they choose.Deciding where and when to tell your story isnot just a matter of taking traditional planning Unlike the previous two contexts, streams aretechniques to new channels – it requires an organised by or for the user, depending on theunderstanding of the different kinds of attention sources of information they follow, or the datawe have in different contexts. used to personalise their stream. Telling stories in streams is a really complex task, as manyOne way of thinking about these contexts is as different unpredictable patterns of attention canthree different categories – Schedules, Sites and emerge, from slowly building audiences aroundStreams. a story to sudden spikes as users share stories around the globe in a matter of minutes.” WhereSCHEDULES are traditionally planned channels will your story exist? Will it be in a schedule,for stories, where the context and timing of the a site, a stream, or a combination of all three?story are defined in a top-down way from the Will it be an online game, a blog, or a magazinechannel owner. Attention in these channels is article?very predictable, as audiences have to plan theirtime around the strict timing of the schedule. How can consumers assess the probabilityAnything that is published to a regular timetable of an uncertain event like whether to buy a– television, radio, cinema, printed newspapers new brand? People increasingly must relyand magazines – has this pattern of attention, on a limited number of heuristic principleswhere the audience has to wait for the publisher/ essentially storytelling techniques, which reducedistributor before getting the story. Schedules the complex tasks of assessing probabilitiestend to produce synchronous attention, with the and predicting values to simpler judgmentalbulk of the audience getting the story at roughly operations. And it is our role as marketers tothe same time, producing a huge spike in buzz help them construct a continuous sequence ofand conversation. narratives that allow them to do this.SITES are channels where the location of the Working with stories comes naturally to us. Theystory is more important than the timing. Outdoor help us to develop, they help us make sense ofadvertising, point of sale, location-based mobile our life and they socialise us. Just consider thecontent and destination/portal websites all count power of uniting these elements to support youras sites for content, sharing the same patterns of brand. And what is a great brand if not an epicattention. Sites tend to produce asynchronous story in its own right, constructed over time fromattention, with the audience coming across many chapters of communication driven by astories over long periods of time, perhaps with series of marketing directors, like an expensivesome peak traffic but far more dispersed than game of Consequences. Things have changed,scheduled content. Conversation and discussions but the power to direct has now transformed intoare equally dispersed over time, with a significant an opportunity to collaborate.‘long tail’ as audiences come across the contenton physical or virtual journeys. The stories remain as important, but who tells them, what motivates that telling and how areSTREAMS describe the fast-moving, dynamic they told is very different? We have entered thecontexts of social media, recommendation world of transmedia storytelling. Managing thisservices and other sites defined by networks and process sums up the complexity of 21st centuryalgorithms. Stories appear in these contexts part of a never-ending stream of messages 11
  12. 12. CATCH ConversationMapping Do brands participate maps. Each map consists of two major factors, in web conversations in the most relevant from the statistical point of a meaningful, human view, that design the bi-dimensional space of manner? the map . In the space generated by the factors thousands of conversation are rubbed. Luckily enough, conversations on the web are Consider the example of nutrition3 . not all the same. Anybody can easily experience a huge THE BIG WORLD variety of styles, codes and Calories languages. So to speak, some Nutritional CONSUMPTION conversations are quite guidelines INGREDIENTS formal and intellectual. SOCIALOthers are somehow cold, even if very rich in Recepies Restaurantoffering information. Among the other, we candistinguish a particular kind of conversation thatare warm, direct, authentic and meaningful. PleasureThey are the beating heart of social media Dietconversations.This latter type, at least in Italy, is often desertedby brands. When people speak most sincerely, Transgressionthe big company names are absent, for somereason. AT HOMEThis is what emerges from the analysis that have At a glance you can catch the main topics ofbeen made by MSL Italy, during last year, with conversation in the food area. Proximity orCATCH. distance on the map are also relevant.1. What is CATCH? Topics that neighbors on the map, “talk” to each other. This means that people can easilyCATCH is a system of applications that allows slide from one topic to the other. In the map,us to analyze, in a semantic, perspective a large for example, you can see an interesting andnumber of conversations (to date, up to 35,000). quite meaningful combination of diet andIn other words, the system permit the analysis of transgression.very large conversational contexts. For example,you may consider an issue such as: "what people Distant subjects, on the other hand, are not welltalk about when it comes to food1?". bridged. “Diet” and “nutritional guidelines” are not conversationally connected (even if theyCATCH analyzes and provides precise insight have an obvious logical relationship).of these conversational worlds2 . Inside thistalk ambient it is possible to position brands For each theme, of course, we can have metricsmentioned spontaneously. Or to locate other (percentage on all conversations, most relevantvariables: for example, timeline, main sources, key words, most significant posts, etc.)their degree of influence (in terms of links). 3. A stratigraphy of the conversations?Also, you can pin, on the map it produces, issues The map also represents a qualitativethat you consider particularly important. In the organization of talking points. Indeed, we foundcase of food, for example, you might wish to find out that each area of the map contains veryout in which kind of conversations people speak different types of languages.about obesity, diet, recipes or pleasure. The analysis weve carried out so far show2. CATCH maps a common pattern, a sort of scheme in theOne of the most typical output of CATCH are background, which seems to repeat itself in very Volume 1, Issue 2, April-June 2012
  13. 13. different conversational areas. considering. On average, we found less than 5%. In our view this is a very high figure: let us notYou can visualize this pattern as if we were talking forget that brands are, in fact, spontaneouslyabout geological soil sediments. Different layers mentioned (how often do you quote a brand inof language show themselves in the map. your private conversations?).In terms of big picture, the scheme can be Again, it is interesting to note that the positioningsummarized this way: we switch from impersonal, of the brands tend to have a similar pattern inceremoniuos language to slangs. The latter ones different conversational contexts.are strongly connected to intimate conversations,full of emotions and moods. Let us return, for example, to food realm. The brands we have looked for (Nestlé, Danone,Let’s observe this pattern on the “food” map. Barilla, Coca Cola, etc..: Each brand is a star in the map) are positioned in the upper part of the map. THE BIG WORLD Calories THE BIG WORLD NEWS T Nutritional W CONSUMPTION guidelinesINGREDIENTS CONSUMPTION I INGREDIENTS SOCIAL Recepies BLOGS Restaurant SOCIAL T T Pleasure E Diet R FORUM Transgression AT HOME AT HOMEAt the top right corner, you can find the formalarea. The main source is the online press and In essence, brands tend to position themselvesblogs that “mirror” the press. The contents are in the more formal conversational area. Very fewinformative: guidelines, nutritional components enter the hottest zone conversations.of food. The language is learned, formally This situation appears to be the same in theimpeccable. As far as food is concerned, in this majority of the researches we carried out thiszone you find conversation about what people year.“should do” with nutrition (which very often is notwhat people really like to hear, at least in Italy). 5. Are the brands excluded from theAt the bottom of the map, below the blue line, conversations more intimate and meaningful?there is a very different and personal area. The No, brands are not excluded "a priori" from themain sources, in this case, are definitely forums most authentic exchanges.and some blogs. The issues relate to personaltransgressions and strenuous attempts at dieting. However, they must be helped to find the lineIn other words, in this zone people speak about with this type of valuable conversations.what they really do with food! The language To achieve this a precise strategy must beis direct, “fast” and familiar. The deeper you tailored on the base of specific analysis of thego down in the map, the more “lingo” is the conversational area.language. Apart from that, a few key points can be stated,4. Where are the brands? cross boarder to all areas of conversation.All brands quotation in spontaneous The language. Compared to other conversation,conversations can be tracked and located in the hottest area we witness a dramatic changeon CATCH’s maps. The number of citations of linguistic structure. From coded and canonicalobviously depends on the area that you are language (at the top of the map) we experience 13
  14. 14. forms of jargon, slang, community’s dialects. It’s Engagement’s rules. The conversations havevernacular against Latin. Roland Barthes used engagement’s rules that must be respected. Tothe term "idiolect" to describe the language of violate them means to reject the call to linguisticcommunities, tribes, subcultures. cooperation. Brands must respect this unwritten standards.The brands must learn to adapt their languagein this direction. They have to become much Each group generally has its own rules. But thenmore flexible and nimble in the way they address again there are global rules of “courtesy” that, asissues, in choosing the tone of voice and in their an example, can be summarized as follows:expression’s quality. Only in this way messages » Do not impose yourself;can be rapidly metabolized by those conversing.Its like if people in this area of conversation, » Offer alternatives;possessed "linguistic antibodies" and were able » Put the other person at refuse “alien” lingos. Pay attention to hub. The conversations areThe center of conversational gravity. networks of exchange. The networks consist ofIn the area of the most authentic exchanges, nodes. Some nodes are more important thanpeople mostly talk about their life. They discuss others. They are hubs.feelings, experiences, emotions, personalachievements and daily difficulties. At stake, here, This status is determined in part by influenceis the meaning of things, not their capabilities or (links, participants, activity level, etc..).features. On the other hand, there are also content’sThe language of brands, in many cases, is still hubs: some topics are better suited than otherstoo self-centered. Brands tend to talk about to “enter” into meaningful conversations. Thethemselves, their characteristics, in a direct and analysis of the contexts of conversation is apragmatic way. Very rarely they speak about valuable tool for identifying these issues.people. Chatting is a bit like dancing: if you donot listen to your partner it is likely to tread on histoes ...1. To date, analysis has been conducted on the following areas: food, nuclear energy, pet food, body care, the mother and child relationship, photography, mineral water.2. How does CATCH work? In a nutshell, it calculates the occurrences of each word in a corpus of conversations and then all of its co-occurrence. In other words, it tracks all the connections among words. These bonds, thru Burt technique, can be transformed into numerical indices. In this way, you get a world of words with a dense network of mathematical ties. At this point, various statistical operations may be carried out: cluster analysis, factorial, discriminant analysis, etc..3. 13,000 conversations, Italian language, October 2010 - October 2011, sources: blogs, forums, news and twitter.
  15. 15. Corporate Citizenship
  16. 16. Vote.Give. Grow Voting process Users could sign in or register with a Starbucks Card, after which they could vote for an organisation in their community. After voting, users could return every week in April to vote again.Source: http://votegivegrow.comVote.Give.GrowStarbucks invested $4 million in UScommunities through grants to more than120 non-profits. The money was allocated asper vote share of those registered for April 2012.Starbucks had labelled April 2012 as ‘TheStarbucks Global Month of Service’. To this end, Source: invested $4 million in more than 120 USnon-profit organisations to create a bettercommunity.Money was allocated on the basis of votes on Voting began onApril 1 and concluded at 11.59 pm PDT on April30; results were announced in May.Voters had to be from the US and have aStarbucks card. Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  17. 17. The top-ranked non-profit got the largest grant, while those that followed got proportionately smaller grants. The smallest grant per region was $5,000, while the largest was $50,000. Power to the people, for the people Each individual could make a difference to his/her community. Vote.Give.Grow empowered people by having them vote for a cause that would create a better neighbourhood in sectors like education and housing.Source: had to sign in with or register a Starbuckscard to choose an organisation within theircommunity. If a user did not have a registeredcard, he/she could get a gift card, put $5 on itand register the card online.The website automatically defaulted to the user’sregion and members could vote online eachweek through April so that the non-profit theysupported won the maximum amount of money.At the end of the month, the money wasdistributed on the basis of votes eachorganisation received. Every designatednon-profit received at least a portion of thefunding.Break-up of grants Starbucks empowered voters by allowing them to decide how much each organisation got.The size of the grant each non-profitreceived was determined by weekly online The Vote.Give.Grow website stated:votes. Vote share determined the final Each individual has the power to make a difference.ranking of organisations within a region. The Your weekly votes throughout April will determinesmallest grant was $5,000 and the largest how the Starbucks Foundation distributes $4was $50,000. million to 124 local non-profit organizations. Add your vote to those cast by thousands of other individuals and help improve your community. The money pumped in by winning organisations can help their neighbourhoods access better services across sectors like education, infrastructure, employment, pollution and unemployment.Source: 17
  18. 18. Benefits for non-profits Content for StarbucksOther than providing financial support, Non-profits created videos and images tothe initiative is a platform for non-profit send out their messages, giving Starbucksorganisations. The campaign meets content. An increasing number of brands areStarbucks’ objective of raising awareness by turning to content from partners to create aincreasing the non-profits’ visibility. diverse experience for users.Source: http://peopleslab.mslgroup.comAlong with the money, the initiative provided aplatform to non-profits to get noticed and spreadtheir wings.The initiative meets Starbucks’ objective ofraising awareness by increasing non-profits’visibility and highlighting the good work they do.The President of Northern Initiatives, DennisWest, said:It’s going to be great for our visibility, great to seepeople in the U.P. get behind us and help us be ableto compete.Six results out of 10 for a simple Google searchfor ‘Vote.Give.Grow’ linked to the websites ofnon-profits requesting followers for votes. Oneof the participating non-profits, Access, had amessage for its followers( In order to bag more votes, non-profits createdACCESS is one of only 124 nonprofit across the videos and images to send out their messagescountry chosen to participate. And we have a and ask their followers to vote for them, givingchance of winning $35,000! But we need your Starbucks more content to work with. Almosthelp, and we need your vote. Your vote equals every non-profit had a video onthe financial aid that our students need towards college degree. For every dollar invested inACCESS, our financial aid Advisors help secure In fact, an increasing number of brands aremore than $60 in aid. Your vote can mean up to turning to content from partners to create a$2 million in aid for the next generation of college diverse experience for users. Intel did it with itsgraduates Innovators Contest. Disney World did it as well, so did Dell with Idea Storm and Vodafone with Christmas Laser Graffiti. Even rock bands like Blink 182 didn’t miss the boat with the Stolen Fan Club music video. Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  19. 19. Virality of the movement Voting for corporate citizenshipThe movement caught speed when the Many corporate citizenship projectsnon-profits made the most of their own – including Mahindra Rise and Intelnetwork by asking supporters to vote for Innovators – have a voting mechanism.them. This sparked many conversations on This gives people a sense of belonging,the web, making the movement a success. involvement and ownership with respect to the community.Source: http://twitter.comSource: Source: http://twitter.comT5UB-JlOBR0 Many corporate citizenship projects have a votingThe movement went viral. The Starbucks brand mechanism. These include Mahindra Rise, Intelattracts hundreds of thousands of participants in Innovators, GE Ecoimagination, Dell Ideastormalmost everything it does on social media, from a and Starbucks’ own MyStarbucksIdea.Facebook contest to a YouTube video to a tweet. A blogger corroborated this on his/her blogNon-profits have an extensive network ‘Advnturespirit’ (http://advnturesspirit.wordpress.themselves, which makes them influencers. com/2012/04/11/vote-give-grow/):Starbucks made sure they leveraged their Love feeling like I can make a difference even if itnetworks to garner more attention for their work is just by voting. You can also make a difference,and for Vote.Give.Grow. it doesn’t have to be something BIG, rememberParticipating NGO, College Mentors, tweeted: sometimes it is the smallest things that bring about the biggest change. Today you can go untoHelp me win $35,000 for College Mentors for Kids the Starbucks website and vote for a non-profitin Starbucks’ Community Card: Vote. Give. Grow in your community or you can simply do a RAOKcontest. Vote here whatever it is do something, we can all make thisThis, in turn, sparked several online conversations world a little better one raok at a supporters, giving their vote of confidence to Such initiatives urge users to do more than justa particular non-profit, appreciating Starbucks’ vote. Vote.Give.Grow urges voters to go to non-efforts and asking friends to support their profits’ websites, support them, make donations,favoured non-profits. join the conversation online, etc.Earl Dizon showed his allegiance in the blog post Mahindra Rise, for instance, asks users to create‘Vote.Give.Grow. at Starbucks’: connections with likeminded people to volunteerDC & OFN also showed up in Portland. As much as for projects, give and receive advice, or giveI like DC, I chose a more local, less publicized one. I donations of equipment and funds.can’t wait to taste the MCCF! 19
  20. 20. Starbucks’ commitment we are committed to helping communities thrive where we do business.Starbucks aims to bring people together,inspire change and make a difference. It has Bringing people together, inspiring change andinitiated an array of programmes around making a difference in people’s lives – it’s all partcommunity revitalisation, which foster of being a good neighbour. And it’s a commitment rooted in the belief that we can balance profitabilitycustomer loyalty. and a social conscience. This, in turn, fosters customer loyalty. As mentioned on the blog ‘Creating Connections’: Why do I find this so compelling? Starbucks knows that promoting its commitment as corporate citizens through meaningful initiatives fosters customer loyalty. They put their values into action and make certain that every employee is engaged in bringing those values to life. In the ‘Learn More’ section, a visitor asked whether Starbucks will continue with the programme beyond April. The response was: We are always looking for new ways to demonstrate our commitment to helping communities thrive.Source: We will be evaluating the success of this program and will let our loyal customers know what is next for Starbucks and the Starbucks Foundation.Source: wants to help communities by bringingpeople together, inspiring change and making adifference. Starbucks has conducted an array ofprogrammes over the years around communityrevitalisation, which includes job creation,community service and youth action.Starbucks explains its commitment to corporatecitizenship:From the neighbourhoods where our stores arelocated, to the ones where our coffee is grown – Volume 1, Issue 2, Corporate Vote.Give.Grow April-June 2012 Citizenship
  21. 21. 21
  22. 22. Celebrate What WorksSource: Source: www.celebratewhatworks.comThe #Whatworks Project To participate, users must post a photo, a captionGeneral Electric (GE), in association with and a description relating to the ‘What Works?’Good Corps, launched the What Works theme that is posted at the time of the entry. A theme is posted every week. For instance, ‘WhatProject for non-profit organisations innovations work in my world?’supporting job creation in the US. Eachweek, $10,000 are raised for the non-profits. SupportGE, along with Good Corps, launched a powerful,interactive platform this February – the Every submission is aggregated on theWhat Works Project. It’s a dynamic digital project page, and participants can vote forexperience that invites users across the US to their favourite submission by pushing thesubmit photos, captions and descriptions of heart symbol on the image.the people, places and things that work in theircommunities and lives.SubmitEvery week, participants are asked to uploadimages that illustrate their responses toan innovation, technology or job-creation-themed question. $1 is donated to thenon-profit of the week for each submission. Volume 1, Issue 2, Corporate Celebrate April-June 2012 Citizenship What Works
  23. 23. Benefits for non-profits Till mid-May 2012, more than $113,500 had been raised through the project and, as awareness about the project increases, participation will increase. This will lead to more donations.Source: Source: though submissions are restricted to US The donations will be used to train unemployedcitizens, users across the digital space can people to create goods that work in the US. In thesupport or vote for entries. Each vote translates last 13 weeks, (at the time of publishing) Networkinto a $1 donation to the non-profits that the for Teaching Entrepreneurship, Jobs for theproject has tied up with. Future, College for Every Student and other non-profits working to empower disadvantagedWin and low-income youth have received $10,000 each.At the end of each week, five individualswhose submissions most creatively Focus Hope, one of the NGOs that benefitedillustrate a response to the weekly question from the project, said:will receive a $500 cash reward for their Focus: HOPE was selected from applicants all overparticipation. the country to participate in the project because of its success in job training. Youth Build USA also announced how the $10,000 donation would be utilised: The $10,000 will be used for the Helene D. Stoneman Scholarship and Civic Leadership Program, which awards YouthBuild graduates scholarships for post-secondary education. GE’s Focus GE’s aim to strengthen the US’ global competitiveness by building a more highly skilled workforce, lowering healthcare costs and supporting the integration of theSource: nation’s veterans into the workforce.Each week, five submissions that capture thespirit of the project are selected by GE and GoodCorps to receive a $500 prize. These effortsculminate into a $10,000 donation to thenon-profit of the week. 23
  24. 24. Source: whatworks-project-what-do-you-love-that-is-madeinamerica.htmlSource: Source: Various blogs and networks working in the field of or covering information about employment andSource: work in the US have spread the word about theAND-TRADE-3662.aspx movement.The What Works Project is GE’s effort to give back One such blogger said:and empower the US to get back to work. The theme is gaining momentum, building,GE Chairman and CEO Jeff Immelt said: expanding; #whatworks works because it works (sorry) for you, me, and everyone else.There are companies and communities all acrossthe country that are leading the way. We know What Works on social mediathat renewing American manufacturing works;affordable healthcare works; high-skill training The buzz about the project is being spreadworks; investing in people works; supporting through Twitter (#whatworks) as well as thecustomers works; accessing global markets works. Pinterest board. Submissions have beenWe should have the confidence to act and to restore hosted on Pinterest, which is the latest starAmerican competitiveness. on the social media firmament.Spreading the wordApart from the partner non-profitorganisations, other networks such asThe Made in America Movement are alsofollowing and covering the project very Source: http://twitter.comclosely. Volume 1, Issue 2, Corporate Celebrate April-June 2012 Citizenship What Works
  25. 25. Source: The project is part of a multi-pronged plan to address US competitiveness across industries.Source: This project will eventually identify what works for the US, in industries ranging from manufacturingGE has used Facebook, Twitter (#Whatworks), to healthcare.Pinterest, Storify and Instagram have also beenused to spread awareness about the project. Users Eventually, what works in the US will becan also submit entries through Facebook and manufactured in the country through trainingTwitter. The project concept has been captured on provided by NGOs and others. It’s a high-impactStorify too. project that will see GE making big investments in people, training and customers, ultimatelyImpact leading to greater US competitiveness.It’s a high-impact project for GE. Thecorporation will witness positive visibility asthe project helps identify the goods that workin the US and then trains the unemployed tomanufacture those goods in the country. 25
  26. 26. Dell Social Innovation Platform Source: Participants can register on dellchallenge.orgDell social innovation challenge The challenge is divided into 3 rounds: Entry, Semi-Final and Final. Individuals or teams mustA platform for young social innovators create a Project Page and complete all requiredwho tackle problems related to economic fields including information about the members,development, education, energy, food and the idea, why it will work and so on.sustenance, health and human rights. Semi-finalists will need to upload a video pitchThe Dell Social Innovation Challenge recognises on YouTube or Vimeo and embed it on theand supports young social innovators who dedicate project page. They also need to create a projectthemselves to addressing the world’s biggest road map. This includes a checklist of 10 basicproblems. The issues they deal with are related to elements every team or individual can address toeconomic development, education, energy, food improve their project’s probability of success.and sustenance, health and human rights. Finalists will have to make a 15 minute liveHow to enter presentation at the Finalist Weekend in Austin, Texas USA to a panel of international judges,Individiuals or teams can submit a project followed by a 15-minute question and answerpage on Semi finalists session.have to submit a video pitch and projectroad map. The final round involves a livepresentation and Q&A session in Austin. Volume 1, Issue 2, Corporate Dell Social Innovation April-June 2012 Citizenship Platform
  27. 27. Eligibility Award winners (selected by judges) who will also attend the Finalists Weekend will get: • $15,000The Dell Social Innovation Challenge is open Tomberg Prize in Environmental Sustainability •to university and college students around the $10,000 Best Innovation Leveraging Technologyworld. Participants can create project entries. presented by Dell 200+ Semi-Finalists (selected by judges) will receive: • 1:1 mentoring by a DSIC-certified mentor to refine the project page and required materials for the finals. Judging criteria The judging criteria are:http://facebook.comThe Dell social innovation website says: 1. Clarity of the innovation and significance of social impact.Anyone and everyone can join our growing online 2. Demonstration of a high probability ofsocial innovation community and support studentson their projects but only currently enrolled and college students may create project 3. Potential impact after winning DSIC.entries and compete in our annual grand prizecompetition.The annual Dell Social Innovation Challenge isopen to college and university students acrossworld. The competition has participants fromAsia, South America, Africa, Australia amongother places.Awards and mentorshipFive grand prize winners chosen by judges baga total of $105,000. People’s Choice Awardsare based on online voting. Category winnersget $1,000. Semi-finalists are mentored byDSIC-Certified mentors. Source: challenge-student-innovators-win-big Dell is looking for social innovators who can create a global impact with ideas that can significantly curtail existing social or environmental problems. The judges include an esteemed panel of experts from various social and environmentalThe Dell website explains: fields from across the world. The 3 main judging criteria according to Dell are: 1. Clarity of theWe provide university students with world-class innovation and significance of social impact. 2.teaching and training, as well as with start-up Demonstration of a high probability of and access to a network of mentors and 3. Potential impact after winning Dell Socialadvisors. There are Grand Prizes, Expertise awards Innovation Challengeand People’s Choice awards.Five Grand Prize winners chosen by judges bag Missioncash prizes amounting to $105,000. The People’s The mission is to identify and supportChoice Awards are based on online voting in 17 promising young social innovators whocategories. The winner in each category gets dedicate themselves to solving the$1,000 prize. The award list is as follows- GrandPrize Awards • $50,000 grand prize • $20,000 world’s most pressing problems with theirsecond prize • $10,000 third prize Two Expertise transformative ideas. 27
  28. 28. information, work experience and educational background. Users can follow projects or people, find project team members, attract support for personal projects or vote for projects as well. Dell and Corporate Citizenship Dell has undertaken many CSR activities.Source: Glabally, Dell strives to make “livingExplaining the mission, Dell states: green” easier for customers and provides underserved youth access to technology,The mission is to identify and support promising education and training.young social innovators who dedicate themselvesto solving the world’s most pressing problems withtheir transformative ideas.Community buildingUsers can create a profile with personalinformation, join an existing team, find projectteam members,follow projects, attract supportfor personal projects and vote for projects. Source: Dell has undertaken corporate citizenship projects in the past. Previous activities include Dell’s Go Green Campaign. Dell’s CSR mantra on their website is Across the globe, Dell strives to make being “green” easier for customers and provide underserved youth access to technology, education and training so they can unlock their true potential. This philosophy drives the way Dell approachesSource: and engages its communities, people andDell has a separate community section where the planet. Dell believes that access to thepeople can get a lowdown on projects, other right tools and skills, people, organisationscommunity members and gather support or and communities can help achieve projects through various functions. Dell’s CSR activities spread across corporate responsibility reporting, environment,A glance at the community shows 93,000 communities, diversity and inclusion, corporateregistered profiles with 68,000 general public, accountability, governance and supply chain.24,000 students and the rest mentors andfaculty. Each member has an influence score — Corporate citizenship throughsomething like a Klout score — that is measuredon the basis of activity, profile views, projects social innovationsupported, votes for projects and popularity The Several brands are using social innovationpage also has a Twitter stream that shows what to elevate corporate citizenship. Leadingpeople are saying about the platform. companies such as Shell, Abbott Laboratories,Users can describe themselves in the ‘About’ Dow Corning, and IBM are using varioussection where they can share personal models of social innovation. Volume 1, Issue 2, Corporate Dell Social Innovation April-June 2012 Citizenship Platform
  29. 29. Corporate social innovation is defined as: Corporate Social Innovation is when commercial companies integrate innovative solutions to a problem or a need on a society level in their core business, through core competences. Like Dell, an increasing number of brands are using social innovation to elevate corporate citizenship. LeadingSource: companies such as Shell, Abbott Laboratories, Dow Corning, and IBM are using various models and methods of social innovation. With the internet strengthening its impact in developed countries and growing in developing countries, social, economical and environmental solutions can now be addressed from one end of the world for problems in the other and the trend is certainly here to stay.Source: 29
  30. 30. Crowdsourcing
  31. 31. Heineken Ideas Brewery Eligibility The challenge is open to residents who are of the legal purchasing age for alcohol in their country of residence from Austria, Brazil, Canada, China, Germany, India, Italy, Japan, Netherlands, Spain, UK & US. The deadline for submission is May 8th 2012.Source: http://ideasbrewery.comHeineken Ideas BreweryHeineken launched an open innovationplatform: wherepeople from around the world are invitedto share their ideas on challenges relatedto the product and innovation. The firstchallenge was on the future of sustainable Source: packaging. online-collaboration-platform/In March 2012, Heineken launched Ideas Brewery, The challenge is open to residents of Austria,its first open innovation platform. Through Brazil, Canada (excluding Quebec and Yukon),it, innovators were invited to share ideas on China, Germany, India, Italy, Japan, Holland,challenges posed by the beer major. The first Spain, UK and US (excluding California). Thewas on the future of sustainable beer packaging. deadline for submission of entries for the firstHeineken was looking for ideas on sustainable stage was May 8, 2012. Participants must be ofmaterials, sustainable transportation and legal purchasing age for alcohol in their countryrecycling. of residence.This challenge runs till June, after whichHeineken will launch more such efforts. 31
  32. 32. Contest flow The jury – which included innovation, sustainability and industrial design experts –In Stage 1, participants signed up, selected a winner.created a profile and submitted their idea The jury included Willem Van Waesberghe,with 3 images to accompany the pitch global research and development director ofexplanation. Shortlisted candidates worked Heineken; Jacquelyn Ottman, sustainabilitywith Heineken experts in a closed online expert; and Janne Kytannen, creative director ofenvironment to upgrade the selected ideas Freedom of stage 2. Selection criteria Participants were assessed on innovativeness, feasibility and number of votes gathered across social media. The ideas had to cover one of Re-using and re-cycling of packaging, Discovering new packaging materials or TransportIn stage 1, participants were invited to sign up,create a profile and submit their ‘elevator pitch’(150 words) with three supporting images.The website said:You can upload one to three images to explain youridea. This could either be a drawing, a mockup or aphotograph. Anything that helps sell in your idea.Additionally, participants could send a PDF witha detailed explanation. The pitch could also beuploaded on YouTube.In the second stage, shortlisted participantsworked with Heineken experts in a closed onlineinnovation environment to refine the selected The ideas and solutions had to be in at least oneideas. of the following categories: 1. Reuse and recycle packagingThe winner Participants would ensure that a large amountAn official jury made up of experts in the of beer packaging will be re-used or re-cycled.fields of innovation, sustainability andindustrial design selected one winner from 2. Discovering new packaging materialsStage 2. The winner will receive $10,000 Participants would suggest new materialsand recognition by being awarded a place in that significantly improve the life cycle ofHeineken’s history. packaging. 3. Transport Participants would share ideas that maximise transport efficiency.Source: Volume 1, Issue 2, Heineken Ideas Crowdsourcing April-June 2012 Brewery
  33. 33. Promotion for votesParticipants were encouraged to promotetheir ideas via social networks to get morevotes. This increased visibility and virality tothe brand & cause, and gave voters a senseof ownership to the community through thefinal results Source: http://www.sustainabilityreport.heineken.comSource: Source:!/IdeasBrewery The idea portal fits well with the brand. Heineken aims to lead the industry by example, use natural resources with dignity and respect, and to entertain the rights and demands of employees, stakeholders and consumers. Heineken is a proud, independent global brewerThe first stage encouraged participants to committed to surprising and exciting consumerspromote their ideas within their social networks with its brands and products, which is why itas the number of votes accumulated were a focuses on innovation.factor. Heineken is also committed to the responsibleParticipants could go to ‘submissions’ and click marketing and consumption of more than 200on the Facebook or Twitter button to share ideas. international premium, regional, local and specialty beers and ciders, which include Amstel,Sharing ideas across social networks adds virality Birra Moretti, Desperados, Foster’s, Heineken andto the initiative as friends, family or supporters Newcastle Brown Ale.share the idea and comment on it. This sparksconversations on the web and augments a word- As mentioned by the CEO of Heineken in theof-mouth buzz for the campaign and the brand. Heineken Sustainability Report:Voters and supporters get a sense of By living our values each and every day we have theownership and belonging to the community as opportunity to create a sustainable business thattheir activities help influence the results. we will be able to pass on to future generations of employees.Heineken : The Brand Heineken is dedicated to sustainability and wantsHeineken is dedicated to sustainability. to become the world’s ‘greenest’ brewer. TheIt’s ambition is to become the ‘greenest’ strategy behind the ambition has been groupedbrewer in the world through innovation. into three pillars:The strategy behind this is to ‘improve’ 1. ‘Improve’ the environmental impact of theirthe environmental impact of their brands, brands‘empower’ people & communities, and 2. ‘Empower’ people and communities‘impact’ the role of beer in society. associated with Heineken 3. ‘Impact’ the role of beer in society 33