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TEN FRONTIERS
FOR THE FUTURE
OF ENGAGEMENT
Gaurav Mishra,
Shanghai
Nidhi Makhija,
Mumbai
Pascal Beucler,
Paris
MSLGROUP’S INSIGHTS NETWORK
For more than a year, 100+ MSLGROUP planners have been sharing inspiring projects on social
data, crowdsourcing, storytelling and citizenship on an internal crowdsourcing platform.
Citizenship
Crowdsourcing
Social Data
Storytelling
MSLGROUP’S INSIGHTS NETWORK
For more than a year, we have been synthesizing these community-curated insights into weekly
case studies and quarterly magazines.
MSLGROUP’S INSIGHTS
NETWORK
100+ MSLGROUP planners share
and discuss inspiring projects on
social data, crowdsourcing,
storytelling and citizenship.
PEOPLE’S INSIGHTS QUARTERLY
MAGAZINE
Every quarter, we compile the best
insights from the Insights Network,
along with original research, in a
magazine.
PEOPLE’S INSIGHTS WEEKLY
REPORT
Every week, we curate
conversations around one project, on
the MSLGROUP Insights Network
and the broader social web.
NOW & NEXT: FUTURE OF ENGAGEMENT
We have now synthesized a year’s worth of insights from the 100+ planners on MSLGROUP’s
Insights Network into an annual report on the ten frontiers for the future of engagement.
1. Crowdfunding
2. Behavior
Change
Games
3. Collaborative
Social
Innovation
4. Grassroots
Change
Movements
5. Co-creation
Communities
6. Social
Curation
7. Transmedia
Storytelling
8. Collective
Intelligence
9. Social Live
Experiences
10. Collaborative
Consumption
Photos from p22earl, nanpalmero, grafixer, untitlism, ngmmemuda, peterhellberg, xavitalleda, jodiejaye, pochacco20, seyyed_mostafa_zamani on Flickr.
TEN FRONTIERS
#1. CROWDFUNDING
Inspiring people to collectively fund
projects they are passionate about and
help bring them to life.
Photo from p22earl on Flickr. SlideShare report.
#1. CROWDFUNDING
Kickstarter uses the power of community
to fund creative projects: everything from
films, games, and music to art, design,
and technology.
Since its launch in 2009, more than 4.1
million people have pledged over $629
million, funding more than 42,000
creative projects.
Screenshot and video from Kickstarter.
#1. CROWDFUNDING
Dodge Dart Registry helps car buyers
invite friends and family to sponsor
individual parts of the car.
Screenshot and video from Dodge Dart Registry.
#2 BEHAVIOR CHANGE GAMES
Using game design technique and the
power of communities to motivate
people to achieve challenging tasks in
the real world.
Photo from nanpalmero on Flickr.
#2 BEHAVIOR CHANGE GAMES
Screenshot and video from OPower.
Opower helps people save energy and
reduce their electricity bills by comparing
their electricity consumption with friends,
neighbors and people like themselves.
#2 BEHAVIOR CHANGE GAMES
Nike Plus enables people to track, share
and compare their activity levels through
a number of sensor enabled devices,
including the Nike Fuel band, which
converts all activity into fuel points.
Screenshot and video from Nike Plus.
#3 COLLABORATIVE SOCIAL INNOVATION
Synthesizing community contributions to
co-create innovative and sustainable
solutions around a shared purpose.
Photo from grafixer on Flickr. SlideShare report.
#3 COLLABORATIVE SOCIAL INNOVATION
OpenIDEO is an open innovation
platform that use innovation consulting
firm IDEO’s design thinking methodology
to create solutions for social impact.
Screenshot and video from OpenIDEO.
#3 COLLABORATIVE SOCIAL INNOVATION
Spark the Rise is Mahindra Group’s
online platform for changemakers across
India to connect with one another,
collaborate and exchange ideas, procure
volunteers and donors, and to compete
for monthly grants.
Screenshot and video from Mahindra Spark the Rise.
#4 GRASSROOTS CHANGE MOVEMENTS
Inspiring people to act as change agents
in a way that their actions can be
aggregated or coordinated, leading to
significant impact and meaningful
change.
Photo from untitlism on Flickr. SlideShare report.
#4 GRASSROOTS CHANGE MOVEMENTS
Earth Hour by WWF inspires a global
community of millions of people in 7,000
cities and towns across 150 countries to
switch lights off for an hour every year
as a global show of concern for the
environment.
Screenshot and video from WWF Earth Hour.
#4 GRASSROOTS CHANGE MOVEMENTS
Alpenliebe Kindness Movement inspires
millions of Chinese youth to share,
appreciate and engage in everyday acts
of kindness, and create positive power.
Screenshot and video from Alpenliebe Kindness Movement.
#5 CO-CREATION COMMUNITIES
Synthesizing community contributions to
create new artifacts including books,
movies, music, art, software, products
and solutions.
Photo from ngmmemuda on Flickr. SlideShare report.
#5 CO-CREATION COMMUNITIES
Maker Faire is a global network of
events for makers -- tech enthusiasts,
crafters, educators, tinkerers, hobbyists,
engineers, authors, artists, students, and
commercial exhibitors -- to show what
they have made and to share what they
have learned.
Screenshot and video from MakerFaire.
#5 CO-CREATION COMMUNITIES
Volkswagen China created the People’s
Car project to crowdsource ideas for the
car of the future from Chinese
consumers, then created three concept
cars, based on these ideas.
Screenshot and video from Volkswagen.
#6 SOCIAL CURATION
Aggregating, organizing and sharing
content created by others to add
context, narrative and meaning to it.
Photo from peterhellberg on Flickr. SlideShare report.
#6 SOCIAL CURATION
The Olympics Athletes Hub curates the
social profiles of Olympics athletes, to
make it easy for fans to discover, follow
and engage with them.
Screenshot and video from Olympics Athletes Hub.
#6 SOCIAL CURATION
Pepsi Pulse has transformed the Pepsi
homepage into an interactive pop culture
dashboard driven by social media, a
mashup of original articles about pop
culture and live performances, content
from Pepsi’s many celebrity endorsers,
and relevant fan content, including
content tagged with #livefornow.
Screenshot and video from Pepsi Pulse.
#7 TRANSMEDIA STORYTELLING
Sharing interlocking parts of a
storyworld on different media channels
to create an immersive experience and
drive participation, action and loyalty.
Photo from xavitalleda on Flickr. SlideShare report.
#7 TRANSMEDIA STORYTELLING
Pottermore is an immersive experience
for fans to explore the universe of the
Harry Potter books, through additional
content, games and quizzes.
Screenshot and video from Pottermore.
#7 TRANSMEDIA STORYTELLING
Bing’s Decode with Jay-Z campaign
brought every page of Jay-Z’s new book,
Decode, into both the real world – on
New Orleans rooftops, Miami swimming
pools, Manhattan billboards – and into
an online contest built on the Bing Maps
platform.
Screenshot and video from Bing Decode JayZ.
#8 COLLECTIVE INTELLIGENCE
Synthesizing search, social and sensor
data streams into insights about our
behaviors in relation to relevant others to
guide smarter actions.
Photo from jodiejaye on Flickr. SlideShare report.
#8 COLLECTIVE INTELLIGENCE
Google Flu Trends uses aggregated
Google search data to estimate current
flu activity around the world in near real-
time.
Screenshot and video from Google Flu Trends.
#8 COLLECTIVE INTELLIGENCE
Audi partnered with MIT to create a
Road Frustration Index based on traffic
and weather conditions, reported
accidents and driver sentiment from
social data.
Screenshot and video from Audi.
#9 SOCIAL LIVE EXPERIENCES
Blending technology, community and
location to create immersive
experiences that blur the boundaries
between online and offline.
Photo from pochacco20 on Flickr. SlideShare report.
#9 SOCIAL LIVE EXPERIENCES
The Hamburg Philharmonic Orchestra
created a unique concert with musicians
spread all over the city, and the music
being synced in real time online.
However, many of these initiatives
haven’t fully integrated social sharing
and community building into the
experience yet.
Screenshot and video from Hamburg Philharmonic Orchestra.
#9 SOCIAL LIVE EXPERIENCES
Anthon Berg used iPads in store to get
customers to commit to doing small acts
of generosity for friends and family
members on a Facebook app, in return
for free chocolate.
Screenshot and video from Anthon Berg.
#10 COLLABORATIVE CONSUMPTION
Using technology and community to
enable people to share, sell, rent, swap,
barter and gift spaces, products,
services and experiences.
Photo from seyyed_mostafa_zamani on Flickr. SlideShare report.
#10 COLLABORATIVE CONSUMPTION
SkillShare has created a social learning
platform where people with professional
skills can offer online classes for a fees,
to others around the world.
Screenshot and video from SkillShare.
#10 COLLABORATIVE CONSUMPTION
Patagonia and eBay have partnered to
create the Common Threads initiative to
enable customers to sell their used
Patagonia clothes and gear to others on
eBay.
Screenshot and video from Patagonia + eBay Common Threads.
FIVE PATTERNS
#1: INSPIRATION FROM EVERYONE
People -- citizens and consumers,
changemakers and entrepreneurs,
artists and hackers – are creating the
future of engagement, not organizations
and corporations.
Organizations can learn best practices
from entrepreneurs and changemakers
and adapt them in their own
engagement efforts.
Photo from uggboy on Flickr.
#2: SHARED PURPOSE AND SELF-IMPROVEMENT
The shared purpose that fuels
engagement is either a sense of
citizenship, or a desire for self-
improvement.
Corporations need to tap into both these
motivations, design purpose-inspired
platforms and programs, and leverage
networked technologies to engage
people.
Photo from camdiluv on Flickr.
#3: BRANDS AS MEDIA PLATFORMS
Media organizations are far from dead;
instead, they are almost always in the
forefront of digital media innovation,
often in partnership with social
networking platforms.
Corporations must learn the skills and
mindset needed to create long-term
platforms, instead of limiting themselves
to creating short-term programs that fit
more easily into the tried and tested
framework of a campaign.
Photo from jdhancock on Flickr.
#4: CORPORATIONS AS VENTURE CAPITALISTS
Entrepreneurs are creating niche social
platforms to connect people in
innovative ways and specialized
software solutions to help organizations
engage people with in more meaningful
ways.
Corporations need to behave like
venture capitalists and partner with,
invest in and acquire a portfolio of
innovative startups in order to future-
proof their engagement strategy.
Photo by werkunz on Flickr
#5: INSPIRATION FROM EVERYWHERE
The platforms and programs that point to
the future of engagement are originating
not only in the US, but from all over the
world, including Europe, Asia and Latin
America.
This means that US-based
organizations must plan to not only
replicate their US engagement strategy
in other markets, but also learn from
innovations in other markets.
Photo from gsfc on Flickr.
LET’S STAY IN
TOUCH!
Pascal Beucler
SVP and Chief Strategy Officer, MSLGROUP
pascal.beucler@mslgroup.com
@pbeucler on Twitter

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Now & Next: Future of Engagement

  • 1. TEN FRONTIERS FOR THE FUTURE OF ENGAGEMENT Gaurav Mishra, Shanghai Nidhi Makhija, Mumbai Pascal Beucler, Paris
  • 2. MSLGROUP’S INSIGHTS NETWORK For more than a year, 100+ MSLGROUP planners have been sharing inspiring projects on social data, crowdsourcing, storytelling and citizenship on an internal crowdsourcing platform. Citizenship Crowdsourcing Social Data Storytelling
  • 3. MSLGROUP’S INSIGHTS NETWORK For more than a year, we have been synthesizing these community-curated insights into weekly case studies and quarterly magazines. MSLGROUP’S INSIGHTS NETWORK 100+ MSLGROUP planners share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship. PEOPLE’S INSIGHTS QUARTERLY MAGAZINE Every quarter, we compile the best insights from the Insights Network, along with original research, in a magazine. PEOPLE’S INSIGHTS WEEKLY REPORT Every week, we curate conversations around one project, on the MSLGROUP Insights Network and the broader social web.
  • 4. NOW & NEXT: FUTURE OF ENGAGEMENT We have now synthesized a year’s worth of insights from the 100+ planners on MSLGROUP’s Insights Network into an annual report on the ten frontiers for the future of engagement. 1. Crowdfunding 2. Behavior Change Games 3. Collaborative Social Innovation 4. Grassroots Change Movements 5. Co-creation Communities 6. Social Curation 7. Transmedia Storytelling 8. Collective Intelligence 9. Social Live Experiences 10. Collaborative Consumption Photos from p22earl, nanpalmero, grafixer, untitlism, ngmmemuda, peterhellberg, xavitalleda, jodiejaye, pochacco20, seyyed_mostafa_zamani on Flickr.
  • 6. #1. CROWDFUNDING Inspiring people to collectively fund projects they are passionate about and help bring them to life. Photo from p22earl on Flickr. SlideShare report.
  • 7. #1. CROWDFUNDING Kickstarter uses the power of community to fund creative projects: everything from films, games, and music to art, design, and technology. Since its launch in 2009, more than 4.1 million people have pledged over $629 million, funding more than 42,000 creative projects. Screenshot and video from Kickstarter.
  • 8. #1. CROWDFUNDING Dodge Dart Registry helps car buyers invite friends and family to sponsor individual parts of the car. Screenshot and video from Dodge Dart Registry.
  • 9. #2 BEHAVIOR CHANGE GAMES Using game design technique and the power of communities to motivate people to achieve challenging tasks in the real world. Photo from nanpalmero on Flickr.
  • 10. #2 BEHAVIOR CHANGE GAMES Screenshot and video from OPower. Opower helps people save energy and reduce their electricity bills by comparing their electricity consumption with friends, neighbors and people like themselves.
  • 11. #2 BEHAVIOR CHANGE GAMES Nike Plus enables people to track, share and compare their activity levels through a number of sensor enabled devices, including the Nike Fuel band, which converts all activity into fuel points. Screenshot and video from Nike Plus.
  • 12. #3 COLLABORATIVE SOCIAL INNOVATION Synthesizing community contributions to co-create innovative and sustainable solutions around a shared purpose. Photo from grafixer on Flickr. SlideShare report.
  • 13. #3 COLLABORATIVE SOCIAL INNOVATION OpenIDEO is an open innovation platform that use innovation consulting firm IDEO’s design thinking methodology to create solutions for social impact. Screenshot and video from OpenIDEO.
  • 14. #3 COLLABORATIVE SOCIAL INNOVATION Spark the Rise is Mahindra Group’s online platform for changemakers across India to connect with one another, collaborate and exchange ideas, procure volunteers and donors, and to compete for monthly grants. Screenshot and video from Mahindra Spark the Rise.
  • 15. #4 GRASSROOTS CHANGE MOVEMENTS Inspiring people to act as change agents in a way that their actions can be aggregated or coordinated, leading to significant impact and meaningful change. Photo from untitlism on Flickr. SlideShare report.
  • 16. #4 GRASSROOTS CHANGE MOVEMENTS Earth Hour by WWF inspires a global community of millions of people in 7,000 cities and towns across 150 countries to switch lights off for an hour every year as a global show of concern for the environment. Screenshot and video from WWF Earth Hour.
  • 17. #4 GRASSROOTS CHANGE MOVEMENTS Alpenliebe Kindness Movement inspires millions of Chinese youth to share, appreciate and engage in everyday acts of kindness, and create positive power. Screenshot and video from Alpenliebe Kindness Movement.
  • 18. #5 CO-CREATION COMMUNITIES Synthesizing community contributions to create new artifacts including books, movies, music, art, software, products and solutions. Photo from ngmmemuda on Flickr. SlideShare report.
  • 19. #5 CO-CREATION COMMUNITIES Maker Faire is a global network of events for makers -- tech enthusiasts, crafters, educators, tinkerers, hobbyists, engineers, authors, artists, students, and commercial exhibitors -- to show what they have made and to share what they have learned. Screenshot and video from MakerFaire.
  • 20. #5 CO-CREATION COMMUNITIES Volkswagen China created the People’s Car project to crowdsource ideas for the car of the future from Chinese consumers, then created three concept cars, based on these ideas. Screenshot and video from Volkswagen.
  • 21. #6 SOCIAL CURATION Aggregating, organizing and sharing content created by others to add context, narrative and meaning to it. Photo from peterhellberg on Flickr. SlideShare report.
  • 22. #6 SOCIAL CURATION The Olympics Athletes Hub curates the social profiles of Olympics athletes, to make it easy for fans to discover, follow and engage with them. Screenshot and video from Olympics Athletes Hub.
  • 23. #6 SOCIAL CURATION Pepsi Pulse has transformed the Pepsi homepage into an interactive pop culture dashboard driven by social media, a mashup of original articles about pop culture and live performances, content from Pepsi’s many celebrity endorsers, and relevant fan content, including content tagged with #livefornow. Screenshot and video from Pepsi Pulse.
  • 24. #7 TRANSMEDIA STORYTELLING Sharing interlocking parts of a storyworld on different media channels to create an immersive experience and drive participation, action and loyalty. Photo from xavitalleda on Flickr. SlideShare report.
  • 25. #7 TRANSMEDIA STORYTELLING Pottermore is an immersive experience for fans to explore the universe of the Harry Potter books, through additional content, games and quizzes. Screenshot and video from Pottermore.
  • 26. #7 TRANSMEDIA STORYTELLING Bing’s Decode with Jay-Z campaign brought every page of Jay-Z’s new book, Decode, into both the real world – on New Orleans rooftops, Miami swimming pools, Manhattan billboards – and into an online contest built on the Bing Maps platform. Screenshot and video from Bing Decode JayZ.
  • 27. #8 COLLECTIVE INTELLIGENCE Synthesizing search, social and sensor data streams into insights about our behaviors in relation to relevant others to guide smarter actions. Photo from jodiejaye on Flickr. SlideShare report.
  • 28. #8 COLLECTIVE INTELLIGENCE Google Flu Trends uses aggregated Google search data to estimate current flu activity around the world in near real- time. Screenshot and video from Google Flu Trends.
  • 29. #8 COLLECTIVE INTELLIGENCE Audi partnered with MIT to create a Road Frustration Index based on traffic and weather conditions, reported accidents and driver sentiment from social data. Screenshot and video from Audi.
  • 30. #9 SOCIAL LIVE EXPERIENCES Blending technology, community and location to create immersive experiences that blur the boundaries between online and offline. Photo from pochacco20 on Flickr. SlideShare report.
  • 31. #9 SOCIAL LIVE EXPERIENCES The Hamburg Philharmonic Orchestra created a unique concert with musicians spread all over the city, and the music being synced in real time online. However, many of these initiatives haven’t fully integrated social sharing and community building into the experience yet. Screenshot and video from Hamburg Philharmonic Orchestra.
  • 32. #9 SOCIAL LIVE EXPERIENCES Anthon Berg used iPads in store to get customers to commit to doing small acts of generosity for friends and family members on a Facebook app, in return for free chocolate. Screenshot and video from Anthon Berg.
  • 33. #10 COLLABORATIVE CONSUMPTION Using technology and community to enable people to share, sell, rent, swap, barter and gift spaces, products, services and experiences. Photo from seyyed_mostafa_zamani on Flickr. SlideShare report.
  • 34. #10 COLLABORATIVE CONSUMPTION SkillShare has created a social learning platform where people with professional skills can offer online classes for a fees, to others around the world. Screenshot and video from SkillShare.
  • 35. #10 COLLABORATIVE CONSUMPTION Patagonia and eBay have partnered to create the Common Threads initiative to enable customers to sell their used Patagonia clothes and gear to others on eBay. Screenshot and video from Patagonia + eBay Common Threads.
  • 37. #1: INSPIRATION FROM EVERYONE People -- citizens and consumers, changemakers and entrepreneurs, artists and hackers – are creating the future of engagement, not organizations and corporations. Organizations can learn best practices from entrepreneurs and changemakers and adapt them in their own engagement efforts. Photo from uggboy on Flickr.
  • 38. #2: SHARED PURPOSE AND SELF-IMPROVEMENT The shared purpose that fuels engagement is either a sense of citizenship, or a desire for self- improvement. Corporations need to tap into both these motivations, design purpose-inspired platforms and programs, and leverage networked technologies to engage people. Photo from camdiluv on Flickr.
  • 39. #3: BRANDS AS MEDIA PLATFORMS Media organizations are far from dead; instead, they are almost always in the forefront of digital media innovation, often in partnership with social networking platforms. Corporations must learn the skills and mindset needed to create long-term platforms, instead of limiting themselves to creating short-term programs that fit more easily into the tried and tested framework of a campaign. Photo from jdhancock on Flickr.
  • 40. #4: CORPORATIONS AS VENTURE CAPITALISTS Entrepreneurs are creating niche social platforms to connect people in innovative ways and specialized software solutions to help organizations engage people with in more meaningful ways. Corporations need to behave like venture capitalists and partner with, invest in and acquire a portfolio of innovative startups in order to future- proof their engagement strategy. Photo by werkunz on Flickr
  • 41. #5: INSPIRATION FROM EVERYWHERE The platforms and programs that point to the future of engagement are originating not only in the US, but from all over the world, including Europe, Asia and Latin America. This means that US-based organizations must plan to not only replicate their US engagement strategy in other markets, but also learn from innovations in other markets. Photo from gsfc on Flickr.
  • 42. LET’S STAY IN TOUCH! Pascal Beucler SVP and Chief Strategy Officer, MSLGROUP pascal.beucler@mslgroup.com @pbeucler on Twitter