People's Insights Volume 1, Issue 47: Small Business Saturday


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This week, we distill insights around Small Business Saturday - a purpose-inspired movement launched by American Express to encourage Americans to shop small at local independently owned businesses on the Saturday after Thanksgiving.

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

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

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People's Insights Volume 1, Issue 47: Small Business Saturday

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights: Volume 1, Issue 47Small BusinessSaturday
  2. 2. What is Small Business Saturday?A purpose-inspired movement, founded by American Express, whichencourages Americans to shop small on the Saturday afterThanksgiving. People spent $5.5 billion during this period in
  3. 3. Built around a powerful shared purposeAmEx highlighted the role of small businesses in creating jobs andcontributing to local communities and the national economy, thusestablishing a strong shared purpose around which people
  4. 4. Mobilizes small business ownersSmall business owners leveraged tools and materials provided by AmExto promote themselves. Tools included free online ad credits, marketingmaterials and tips to make their businesses social.1), 2)
  5. 5. Also mobilizes peopleAmEx provided supporters with a map to find participating stores andencouraged supporters to do four things: shop small, rally friends,spread word and share photos on Instagram.1), 2)
  6. 6. Incentives for customersAmEx also incentivized participation for cardholders, rewarding themwith a $25 credit for spending $25 at a participating merchant, andallowing them to redeem membership points for Shop Small gift cards.1), 2)
  7. 7. Support from public figuresThe movement was also promoted by advocacy groups, city and stategovernments, and public figures, including President Obama, whotweeted his support and participated by shopping at a local
  8. 8. Movement becomes bigger than the brandQuite a few people who participated in the movement did not realize itwas an AmEx initiative. Marketers point out that this is true – andnecessary – for most successful branded movements.MSLGROUP’s Now & Next: Future of Engagement report on Grassroots Change Movements
  9. 9. AmEx still benefitsAmEx reported a 21% increase in card transactions on Small BusinessSaturday 2012. Thinkers point out the movement also helped AmExgain the goodwill of small business
  10. 10. Stories to spark participationAmEx encourages participating small businesses to share their storiesto sustain momentum of the movement, to encourage more participantsand to provide a feel-good to shoppers who supported the
  11. 11. Sets precedent for more movement marketingSmall Business Saturday was awarded two Grand Prix awards atCannes, drawing attention to this type of program and carving a role forgrassroots change movements in the future of
  12. 12. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in four key areas:crowdsourcing, storytelling, citizenship and social data. Crowdsourcing Storytelling Citizenship Social DataMahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy ElectionFor more reports, visit:
  13. 13. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  14. 14. People’s Insights Annual ReportIn early January 2013 we will publish the ten-part People’s InsightsAnnual Report, in which we synthesize our insights from 2012 andprovide foresights for business leaders and change-makers for 2013.Now & Next: Future of Part 1: Crowdfunding Part 2: Behavior Change Engagement Games(coming soon as an iPad app)Subscribe to the report at:
  15. 15. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  16. 16. For People’s Labsolutions,