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.

1. Volume 1, Issue 2, April-June 2012

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twitter: @msl_group youtube.com/mslgroupofficial
Volume 1, Issue 2,
April-June 2012

3. Inside
rd tion
04 Forewloeucler ts and I
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3

4. Pascal Beucler,
SVP & Chief Strategy Officer,
MSLGROUP
Foreword
The need for change is higher every day: In this second edition of our Quarterly
business models, products and services, Magazine, we are happy to share with you
relationships with people, everything what the conversation has been about
has to evolve, as the world around us is in the three past months. Whether on
changing very fast and deeply. Storytelling, on Corporate Citizenship or
on Crowdsourcing, the conversation has
All surveys confirm that innovation is not been very intense, inside our organisation
an 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 our
that innovation has to come from people’s analysis on it.
insights, as it is the only way to come out
with ‘People Inside’ new products and I hope you enjoy reading it!
services.
Volume 1, Issue 2,
April-June 2012

5. People’s Lab:
Crowdsourcing Insights
and 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 Platform
The Power of Crowdsourcing Insights and Approach
and Innovation
The People’s Lab platform helps organizations
According to the recent PwC CEO Survey of build and nurture public or private, web or
1200+ business leaders across 69 countries, mobile, hosted or white label communities
business leaders believe that crowdsourcing around four pre-configured application areas:
people’s insights are one of the main drivers for Expertise Request Network, Innovation
leading 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 features
crowdsourcing now, including business rationale,
encourage people to share rich multimedia
application areas, best practices and case
content and vote/comment on other people’s
studies. We have seen dedicated third-party
content, while our social intelligence algorithm
crowdsourcing 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. Crowdsourcing Insights from on the MSLGROUP Insights Network. Every
Conversations and Communities week, we pick one project and do a deep dive into
conversations around it — on the MSLGROUP
The People’s Lab crowdsourcing platform Insights Network itself but also on the broader
and approach forms the core of our distinctive social web — to distill insights and foresights. We
insights and foresight approach, which consists have been sharing these insights and foresights
of four elements: organic conversation analysis, with you on our People’s Insights blog. Now, we
MSLGROUP’s own insight communities, client- have compiled the best insights from the network
specific insights communities, and ethnographic and the blog in the iPad-friendly People’s
deep dives into these communities. This four-part Insights Quarterly Magazine, as a showcase of
approach helps us distill a deep understanding our capabilities.
of societal values, consumption behaviors and
attitudes towards brands, not only in terms of We hope that you will enjoy the magazine and
insights that help explain our world today, but also subscribe to receive subsequent issues. We also
foresights that give us a glimpse of future worlds. hope that our magazine and blog will inspire
you to start a conversation on how you can
Introducing People’s Insights distill actionable insights and foresights from
Quarterly Magazine conversations and communities.
As an example, 100+ thinkers and planners within
MSLGROUP share and discuss inspiring projects
on citizenship, crowdsourcing and storytelling
Volume 1, Issue 2,
April-June 2012

7. People’s Insights
Quarterly 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 pulls
together the best insights from our Insights Then we look at thirteen inspiring projects at
Network, in which 100+ thinkers and planners the intersection of these three drivers. Many
within MSLGROUP share and discuss inspiring of these projects build upon at least two of the
projects on citizenship, crowdsourcing and three pillars of citizenship, crowdsourcing and
storytelling. storytelling and some like Mahindra Spark the
Rise leverage all three.
Every week, we pick up one project and do a
deep dive into conversations around it — on the Citizenship:
MSLGROUP Insights Network itself but also on
the broader social web — to distill insights and • How Starbucks Vote.Give.Grow & GE Celebrate
foresights. What Works launched projects to invest money
in communities through citizen participation.
We started with the belief that some of the most
inspiring projects that are shaping marketing Crowdsourcing:
and communications are at the intersection of
• How Kyck & Fancy are creating new types of
citizenship, crowdsourcing and storytelling. Three
social graphs, around curating visual content
7

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 for
Storytelling: 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. 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 study
Working recently on a Storytelling workshop with a deeper understanding of ourselves and our
Dr 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 debt
He 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 well
storytelling and identified four principal reasons know that Japan’s national debt is on track to
underlying 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. point that most supermarkets sell 30,000 skus
and the average basket size is 30. In a world
in which marketers only had to contend with a
superabundance of choice, his point was that
your brand was far more likely to be one of the
29,970 left on the shelf.
But that was a world in which we
(the marketer) had the power to organise our
audience’sattention for them. These days,
audiences organise their own attention.
Thinkbox is the marketing body for commercial
TV in the UK. Their memabers represent
over 90% of the commercial UK TV market
through their owned and partner channels. The
company’s declared aim is: to help advertisers Photo from seandreilinger on Flickr
get the best out of today’s TV. Their business is
TV 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 a
We’ve shifted from a linear, synchronous, valuable outcome and ensure their own stories
scheduled world controlled by media owners into are being listened to.
one that is asynchronous and controlled by the
individual. As Seth Godin said recently, “Attention
from those interested and able to buy is worth
more now than ever before.” It is the premise of
Google and Amazon and all those brands shifting
ever closer to true social commerce models.
I love my Kindle, for instance. Wherever I am,
whenever I want, I seek stories. Not just the ones
that used to come on paper but the ones that the
reviewers write. Stories of pain, delight, rage, joy,
boredom, frustration and tragedy – the stories
that I choose to read before the stories I choose
to buy.
Photo by markjsebastian on Flickr
People now actively ‘manage’ the way they
consume content. They choose how and when At MSL London, we work with the highly
they engage with stories, and how they talk about talented Matt Locke who runs Storythings.com
and share them online. and we think his perspective on ‘new patterns
of attention’ is well worth listening to. “The
This could be saving up a favourite drama series explosion of new digital platforms and devices
Volume 1, Issue 2,
April-June 2012

11. has created a plethora of new ways to tell your that the user can order according to a range of
story, and the old tradition of peak time viewing options, including time, relevance, size, location
has morphed into a 24/7, always-on world. or pretty much any feature they choose.
Deciding where and when to tell your story is
not just a matter of taking traditional planning Unlike the previous two contexts, streams are
techniques to new channels – it requires an organised by or for the user, depending on the
understanding of the different kinds of attention sources of information they follow, or the data
we have in different contexts. used to personalise their stream. Telling stories
in streams is a really complex task, as many
One way of thinking about these contexts is as different unpredictable patterns of attention can
three different categories – Schedules, Sites and emerge, from slowly building audiences around
Streams. a story to sudden spikes as users share stories
around the globe in a matter of minutes.” Where
SCHEDULES 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 magazine
channel owner. Attention in these channels is article?
very predictable, as audiences have to plan their
time around the strict timing of the schedule. How can consumers assess the probability
Anything 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 rely
and magazines – has this pattern of attention, on a limited number of heuristic principles
where the audience has to wait for the publisher/ essentially storytelling techniques, which reduce
distributor before getting the story. Schedules the complex tasks of assessing probabilities
tend to produce synchronous attention, with the and predicting values to simpler judgmental
bulk of the audience getting the story at roughly operations. And it is our role as marketers to
the same time, producing a huge spike in buzz help them construct a continuous sequence of
and conversation. narratives that allow them to do this.
SITES are channels where the location of the Working with stories comes naturally to us. They
story is more important than the timing. Outdoor help us to develop, they help us make sense of
advertising, point of sale, location-based mobile our life and they socialise us. Just consider the
content and destination/portal websites all count power of uniting these elements to support your
as sites for content, sharing the same patterns of brand. And what is a great brand if not an epic
attention. Sites tend to produce asynchronous story in its own right, constructed over time from
attention, with the audience coming across many chapters of communication driven by a
stories over long periods of time, perhaps with series of marketing directors, like an expensive
some 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 into
are equally dispersed over time, with a significant an opportunity to collaborate.
‘long tail’ as audiences come across the content
on physical or virtual journeys. The stories remain as important, but who tells
them, what motivates that telling and how are
STREAMS describe the fast-moving, dynamic they told is very different? We have entered the
contexts of social media, recommendation world of transmedia storytelling. Managing this
services and other sites defined by networks and process sums up the complexity of 21st century
algorithms. Stories appear in these contexts communications.
as part of a never-ending stream of messages
11

12. CATCH Conversation
Mapping
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.
SOCIAL
Others are somehow cold, even if very rich in Recepies Restaurant
offering information. Among the other, we can
distinguish a particular kind of conversation that
are warm, direct, authentic and meaningful. Pleasure
They are the beating heart of social media Diet
conversations.
This latter type, at least in Italy, is often deserted
by brands. When people speak most sincerely, Transgression
the big company names are absent, for some
reason.
AT HOME
This is what emerges from the analysis that have At a glance you can catch the main topics of
been made by MSL Italy, during last year, with conversation in the food area. Proximity or
CATCH. 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 easily
CATCH 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 and
number of conversations (to date, up to 35,000). quite meaningful combination of diet and
In 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 well
talk about when it comes to food1?". bridged. “Diet” and “nutritional guidelines” are
not conversationally connected (even if they
CATCH analyzes and provides precise insight have an obvious logical relationship).
of these conversational worlds2 . Inside this
talk ambient it is possible to position brands For each theme, of course, we can have metrics
mentioned spontaneously. Or to locate other (percentage on all conversations, most relevant
variables: 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 qualitative
that you consider particularly important. In the
organization of talking points. Indeed, we found
case of food, for example, you might wish to find
out that each area of the map contains very
out in which kind of conversations people speak
different types of languages.
about obesity, diet, recipes or pleasure.
The analysis we've carried out so far show
2. CATCH maps a common pattern, a sort of scheme in the
One of the most typical output of CATCH are background, which seems to repeat itself in very
Volume 1, Issue 2,
April-June 2012

13. different conversational areas. considering. On average, we found less than 5%.
In our view this is a very high figure: let us not
You can visualize this pattern as if we were talking forget that brands are, in fact, spontaneously
about geological soil sediments. Different layers mentioned (how often do you quote a brand in
of 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 positioning
summarized this way: we switch from impersonal, of the brands tend to have a similar pattern in
ceremoniuos 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
guidelines
INGREDIENTS
CONSUMPTION
I
INGREDIENTS
SOCIAL
Recepies BLOGS Restaurant
SOCIAL
T
T
Pleasure
E
Diet
R FORUM
Transgression
AT HOME
AT HOME
At the top right corner, you can find the formal
area. The main source is the online press and In essence, brands tend to position themselves
blogs that “mirror” the press. The contents are in the more formal conversational area. Very few
informative: guidelines, nutritional components enter the hottest zone conversations.
of food. The language is learned, formally
This situation appears to be the same in the
impeccable. As far as food is concerned, in this
majority of the researches we carried out this
zone you find conversation about what people
year.
“should do” with nutrition (which very often is not
what people really like to hear, at least in Italy). 5. Are the brands excluded from the
At 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 the
main sources, in this case, are definitely forums most authentic exchanges.
and some blogs. The issues relate to personal
transgressions and strenuous attempts at dieting. However, they must be helped to find the line
In 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 be
is direct, “fast” and familiar. The deeper you tailored on the base of specific analysis of the
go 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 change
on CATCH’s maps. The number of citations of linguistic structure. From coded and canonical
obviously depends on the area that you are language (at the top of the map) we experience
13

14. forms of jargon, slang, community’s dialects. It’s Engagement’s rules. The conversations have
vernacular against Latin. Roland Barthes used engagement’s rules that must be respected. To
the term "idiolect" to describe the language of violate them means to reject the call to linguistic
communities, tribes, subcultures. cooperation. Brands must respect this unwritten
standards.
The brands must learn to adapt their language
in this direction. They have to become much Each group generally has its own rules. But then
more flexible and nimble in the way they address again there are global rules of “courtesy” that, as
issues, 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.
It's like if people in this area of conversation, » Offer alternatives;
possessed "linguistic antibodies" and were able » Put the other person at ease.
to refuse “alien” lingos.
Pay attention to hub. The conversations are
The center of conversational gravity. networks of exchange. The networks consist of
In the area of the most authentic exchanges, nodes. Some nodes are more important than
people mostly talk about their life. They discuss others. They are hubs.
feelings, experiences, emotions, personal
achievements and daily difficulties. At stake, here, This status is determined in part by influence
is the meaning of things, not their capabilities or (links, participants, activity level, etc..).
features.
On the other hand, there are also content’s
The language of brands, in many cases, is still hubs: some topics are better suited than others
too self-centered. Brands tend to talk about to “enter” into meaningful conversations. The
themselves, their characteristics, in a direct and analysis of the contexts of conversation is a
pragmatic way. Very rarely they speak about valuable tool for identifying these issues.
people. Chatting is a bit like dancing: if you do
not listen to your partner it is likely to tread on his
toes ...
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. Corporate Citizenship

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.com
Vote.Give.Grow
Starbucks invested $4 million in US
communities through grants to more than
120 non-profits. The money was allocated as
per vote share of those registered on
www.votegivegrow.com for April 2012.
Starbucks had labelled April 2012 as ‘The
Starbucks Global Month of Service’. To this end,
Source: https://www.starbucks.com/account/card/addcard#1
it invested $4 million in more than 120 US
non-profit organisations to create a better
community.
Money was allocated on the basis of votes on
http://www.votegivegrow.com. Voting began on
April 1 and concluded at 11.59 pm PDT on April
30; results were announced in May.
Voters had to be from the US and have a
Starbucks card.
Volume 1, Issue 2, Corporate
Vote.Give.Grow
April-June 2012 Citizenship

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: http://www.starbucksmelody.com/2012/04/06/vote-give-grow-at-
starbucks-open-thread/
Users had to sign in with or register a Starbucks
card to choose an organisation within their
community. If a user did not have a registered
card, he/she could get a gift card, put $5 on it
and register the card online.
The website automatically defaulted to the user’s
region and members could vote online each
week through April so that the non-profit they
supported won the maximum amount of money.
At the end of the month, the money was
distributed on the basis of votes each
organisation received. Every designated
non-profit received at least a portion of the
funding.
Break-up of grants Starbucks empowered voters by allowing them to
decide how much each organisation got.
The size of the grant each non-profit
received 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 determine
smallest grant was $5,000 and the largest how the Starbucks Foundation distributes $4
was $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: http://www.businessandleadership.com/sustainability/item/34706-
starbucks-customers-to-help
17

18. Benefits for non-profits Content for Starbucks
Other than providing financial support, Non-profits created videos and images to
the initiative is a platform for non-profit send out their messages, giving Starbucks
organisations. The campaign meets content. An increasing number of brands are
Starbucks’ objective of raising awareness by turning to content from partners to create a
increasing the non-profits’ visibility. diverse experience for users.
Source: http://peopleslab.mslgroup.com
Along with the money, the initiative provided a
platform to non-profits to get noticed and spread
their wings.
The initiative meets Starbucks’ objective of
raising awareness by increasing non-profits’
visibility and highlighting the good work they do.
The President of Northern Initiatives, Dennis
West, said:
It’s going to be great for our visibility, great to see
people in the U.P. get behind us and help us be able
to compete.
Six results out of 10 for a simple Google search
for ‘Vote.Give.Grow’ linked to the websites of
non-profits requesting followers for votes. One
of the participating non-profits, Access, had a
message for its followers
(http://www.accessboston.org/component/
content/article/1/363-access-in-starbucks-
votegivegrow-campaign):
In order to bag more votes, non-profits created
ACCESS is one of only 124 nonprofit across the
videos and images to send out their messages
country chosen to participate. And we have a
and ask their followers to vote for them, giving
chance of winning $35,000! But we need your
Starbucks more content to work with. Almost
help, and we need your vote. Your vote equals
every non-profit had a video on
the financial aid that our students need towards
votegivegrow.com.
their college degree. For every dollar invested in
ACCESS, our financial aid Advisors help secure In fact, an increasing number of brands are
more 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 its
graduates 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. Virality of the movement Voting for corporate citizenship
The movement caught speed when the Many corporate citizenship projects
non-profits made the most of their own – including Mahindra Rise and Intel
network 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.com
Source: http://www.uppermichiganssource.com/news/story.aspx?id=733665#. Source: http://twitter.com
T5UB-JlOBR0
Many corporate citizenship projects have a voting
The movement went viral. The Starbucks brand
mechanism. These include Mahindra Rise, Intel
attracts hundreds of thousands of participants in
Innovators, GE Ecoimagination, Dell Ideastorm
almost 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 blog
Non-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 it
networks 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, remember
Participating NGO, College Mentors, tweeted: sometimes it is the smallest things that bring
about the biggest change. Today you can go unto
Help me win $35,000 for College Mentors for Kids the Starbucks website and vote for a non-profit
in Starbucks’ Community Card: Vote. Give. Grow in your community or you can simply do a RAOK
contest. Vote here whatever it is do something, we can all make this
This, in turn, sparked several online conversations world a little better one raok at a time.
by supporters, giving their vote of confidence to Such initiatives urge users to do more than just
a 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 volunteer
DC & OFN also showed up in Portland. As much as for projects, give and receive advice, or give
I 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. 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 and
initiated an array of programmes around making a difference in people’s lives – it’s all part
community revitalisation, which foster of being a good neighbour. And it’s a commitment
rooted in the belief that we can balance profitability
customer 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: http://www.starbucks.com/responsibility 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: http://suite101.com/article/corporate-social-responsibility-at-
starbucks-a211758
Starbucks wants to help communities by bringing
people together, inspiring change and making a
difference. Starbucks has conducted an array of
programmes over the years around community
revitalisation, which includes job creation,
community service and youth action.
Starbucks explains its commitment to corporate
citizenship:
From the neighbourhoods where our stores are
located, to the ones where our coffee is grown –
Volume 1, Issue 2, Corporate
Vote.Give.Grow
April-June 2012 Citizenship

21. 21

22. Celebrate
What Works
Source: https://www.celebratewhatworks.com
Source: www.celebratewhatworks.com
The #Whatworks Project To participate, users must post a photo, a caption
General 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, ‘What
Project for non-profit organisations
innovations work in my world?’
supporting job creation in the US. Each
week, $10,000 are raised for the non-profits.
Support
GE, along with Good Corps, launched a powerful,
interactive platform this February – the Every submission is aggregated on the
What Works Project. It’s a dynamic digital project page, and participants can vote for
experience that invites users across the US to their favourite submission by pushing the
submit photos, captions and descriptions of heart symbol on the image.
the people, places and things that work in their
communities and lives.
Submit
Every week, participants are asked to upload
images that illustrate their responses to
an innovation, technology or job-creation-
themed question. $1 is donated to the
non-profit of the week for each submission.
Volume 1, Issue 2, Corporate Celebrate
April-June 2012 Citizenship What Works

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: http://blog.goodcorps.com/The-What-Works-Project
Source: https://www.celebratewhatworks.com/non-profits
Even though submissions are restricted to US The donations will be used to train unemployed
citizens, users across the digital space can people to create goods that work in the US. In the
support or vote for entries. Each vote translates last 13 weeks, (at the time of publishing) Network
into a $1 donation to the non-profits that the for Teaching Entrepreneurship, Jobs for the
project has tied up with. Future, College for Every Student and other
non-profits working to empower disadvantaged
Win and low-income youth have received $10,000
each.
At the end of each week, five individuals
whose submissions most creatively Focus Hope, one of the NGOs that benefited
illustrate 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 over
participation. 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 the
Source: https://www.celebratewhatworks.com/top-picks
nation’s veterans into the workforce.
Each week, five submissions that capture the
spirit of the project are selected by GE and Good
Corps to receive a $500 prize. These efforts
culminate into a $10,000 donation to the
non-profit of the week.
23

24. Source: http://www.themadeinamericamovement.com/2/post/2012/04/the-
whatworks-project-what-do-you-love-that-is-madeinamerica.html
Source: http://3blmedia.com/theCSRfeed/GE-Highlights-What-Works-America-
Focuses-Manufacturing-Innovation-Jobs-and-Trade
Source: http://www.focushope.edu/page.aspx?content_id=367&content_type=news
Various blogs and networks working in the field of
or covering information about employment and
Source: http://www.genewscenter.com/Press-Releases/GE-HIGHLIGHTS-WHAT-
WORKS-IN-AMERICA-FOCUSES-ON-MANUFACTURING-INNOVATION-JOBS-
work in the US have spread the word about the
AND-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 across
the country that are leading the way. We know What Works on social media
that renewing American manufacturing works;
affordable healthcare works; high-skill training The buzz about the project is being spread
works; investing in people works; supporting through Twitter (#whatworks) as well as the
customers works; accessing global markets works. Pinterest board. Submissions have been
We should have the confidence to act and to restore hosted on Pinterest, which is the latest star
American competitiveness.
on the social media firmament.
Spreading the word
Apart from the partner non-profit
organisations, other networks such as
The Made in America Movement are also
following and covering the project very Source: http://twitter.com
closely.
Volume 1, Issue 2, Corporate Celebrate
April-June 2012 Citizenship What Works

25. Source: https://www.celebratewhatworks.com/top-picks
The project is part of a multi-pronged plan to
address US competitiveness across industries.
Source: http://pinterest.com/generalelectric/the-whatworks-project/
This project will eventually identify what works for
the US, in industries ranging from manufacturing
GE has used Facebook, Twitter (#Whatworks), to healthcare.
Pinterest, Storify and Instagram have also been
used to spread awareness about the project. Users Eventually, what works in the US will be
can also submit entries through Facebook and manufactured in the country through training
Twitter. The project concept has been captured on provided by NGOs and others. It’s a high-impact
Storify too. project that will see GE making big investments
in people, training and customers, ultimately
Impact leading to greater US competitiveness.
It’s a high-impact project for GE. The
corporation will witness positive visibility as
the project helps identify the goods that work
in the US and then trains the unemployed to
manufacture those goods in the country.
25

26. Dell Social
Innovation
Platform
Source: http://www.dellchallenge.org/user/register
Source: http://dellchallenge.org
Participants can register on dellchallenge.org
Dell social innovation challenge The challenge is divided into 3 rounds: Entry,
Semi-Final and Final. Individuals or teams must
A platform for young social innovators create a Project Page and complete all required
who 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 pitch
The Dell Social Innovation Challenge recognises on YouTube or Vimeo and embed it on the
and supports young social innovators who dedicate project page. They also need to create a project
themselves to addressing the world’s biggest road map. This includes a checklist of 10 basic
problems. The issues they deal with are related to elements every team or individual can address to
economic 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 live
How 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 answer
page on dellchallenge.org. Semi finalists session.
have to submit a video pitch and project
road map. The final round involves a live
presentation and Q&A session in Austin.
Volume 1, Issue 2, Corporate Dell Social Innovation
April-June 2012 Citizenship Platform

27. Eligibility Award winners (selected by judges) who will also
attend the Finalists Weekend will get: • $15,000
The Dell Social Innovation Challenge is open Tomberg Prize in Environmental Sustainability •
to university and college students around the $10,000 Best Innovation Leveraging Technology
world. 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.com
The 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 of
social innovation community and support students
on their projects but only currently enrolled success.
university and college students may create project 3. Potential impact after winning DSIC.
entries and compete in our annual grand prize
competition.
The annual Dell Social Innovation Challenge is
open to college and university students across
world. The competition has participants from
Asia, South America, Africa, Australia among
other places.
Awards and mentorship
Five grand prize winners chosen by judges bag
a total of $105,000. People’s Choice Awards
are based on online voting. Category winners
get $1,000. Semi-finalists are mentored by
DSIC-Certified mentors.
Source: http://www.hercampus.com/founders-blog/dell-social-innovation-
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
http://twitter.com experts from various social and environmental
The Dell website explains: fields from across the world. The 3 main judging
criteria according to Dell are: 1. Clarity of the
We 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 success.
capital and access to a network of mentors and 3. Potential impact after winning Dell Social
advisors. There are Grand Prizes, Expertise awards Innovation Challenge
and People’s Choice awards.
Five Grand Prize winners chosen by judges bag Mission
cash prizes amounting to $105,000. The People’s The mission is to identify and support
Choice Awards are based on online voting in 17
promising young social innovators who
categories. The winner in each category gets
dedicate themselves to solving the
$1,000 prize. The award list is as follows- Grand
Prize Awards • $50,000 grand prize • $20,000 world’s most pressing problems with their
second prize • $10,000 third prize Two Expertise transformative ideas.
27

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: http://peopleslab.mslgroup.com
Glabally, Dell strives to make “living
Explaining 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 themselves
to solving the world’s most pressing problems with
their transformative ideas.
Community building
Users can create a profile with personal
information, join an existing team, find project
team members,follow projects, attract support
for personal projects and vote for projects.
Source: http://content.dell.com/us/en/corp/cr
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 approaches
Source: http://www.dellchallenge.org/users/search/all?filters=1
and engages its communities, people and
Dell has a separate community section where the planet. Dell believes that access to the
people can get a lowdown on projects, other right tools and skills, people, organisations
community members and gather support or and communities can help achieve anything.
support 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, corporate
registered profiles with 68,000 general public, accountability, governance and supply chain.
24,000 students and the rest mentors and
faculty. Each member has an influence score — Corporate citizenship through
something like a Klout score — that is measured
on the basis of activity, profile views, projects social innovation
supported, votes for projects and popularity The Several brands are using social innovation
page also has a Twitter stream that shows what
to elevate corporate citizenship. Leading
people are saying about the platform.
companies such as Shell, Abbott Laboratories,
Users can describe themselves in the ‘About’ Dow Corning, and IBM are using various
section where they can share personal models of social innovation.
Volume 1, Issue 2, Corporate Dell Social Innovation
April-June 2012 Citizenship Platform

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. Leading
Source: http://www.votegivegrow.com/ 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: http://www.ecomagination.com/
29

30. Crowdsourcing

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.com
Heineken Ideas Brewery
Heineken launched an open innovation
platform: www.ideasbrewery.com where
people from around the world are invited
to share their ideas on challenges related
to the product and innovation. The first
challenge was on the future of sustainable Source: http://www.beerpulse.com/2012/04/heineken-launches-ideas-brewery-
beer 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). The
was on the future of sustainable beer packaging. deadline for submission of entries for the first
Heineken was looking for ideas on sustainable stage was May 8, 2012. Participants must be of
materials, sustainable transportation and legal purchasing age for alcohol in their country
recycling. of residence.
This challenge runs till June, after which
Heineken will launch more such efforts.
31

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 of
explanation. Shortlisted candidates worked Heineken; Jacquelyn Ottman, sustainability
with Heineken experts in a closed online expert; and Janne Kytannen, creative director of
environment to upgrade the selected ideas Freedom of Creation.
in 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 Transport
In 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 your
idea. This could either be a drawing, a mockup or a
photograph. Anything that helps sell in your idea.
Additionally, participants could send a PDF with
a detailed explanation. The pitch could also be
uploaded on YouTube.
In the second stage, shortlisted participants
worked with Heineken experts in a closed online
innovation environment to refine the selected The ideas and solutions had to be in at least one
ideas. of the following categories:
1. Reuse and recycle packaging
The winner
Participants would ensure that a large amount
An official jury made up of experts in the of beer packaging will be re-used or re-cycled.
fields of innovation, sustainability and
industrial design selected one winner from 2. Discovering new packaging materials
Stage 2. The winner will receive $10,000 Participants would suggest new materials
and recognition by being awarded a place in that significantly improve the life cycle of
Heineken’s history. packaging.
3. Transport
Participants would share ideas that maximise
transport efficiency.
Source: http://facebook.com
Volume 1, Issue 2, Heineken Ideas
Crowdsourcing
April-June 2012 Brewery

33. Promotion for votes
Participants were encouraged to promote
their ideas via social networks to get more
votes. This increased visibility and virality to
the brand & cause, and gave voters a sense
of ownership to the community through the
final results
Source: http://www.sustainabilityreport.heineken.com
Source: http://facebook.com
Source: https://twitter.com/#!/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 brewer
The first stage encouraged participants to committed to surprising and exciting consumers
promote their ideas within their social networks with its brands and products, which is why it
as the number of votes accumulated were a focuses on innovation.
factor.
Heineken is also committed to the responsible
Participants could go to ‘submissions’ and click marketing and consumption of more than 200
on 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 and
to the initiative as friends, family or supporters
Newcastle Brown Ale.
share the idea and comment on it. This sparks
conversations on the web and augments a word- As mentioned by the CEO of Heineken in the
of-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 the
ownership and belonging to the community as opportunity to create a sustainable business that
their 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 wants
Heineken is dedicated to sustainability. to become the world’s ‘greenest’ brewer. The
It’s ambition is to become the ‘greenest’ strategy behind the ambition has been grouped
brewer in the world through innovation. into three pillars:
The strategy behind this is to ‘improve’ 1. ‘Improve’ the environmental impact of their
the 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

34. Heineken and Corporate improve and measure their environmental
performance, contribute to communities and
Citizenship engage with internal and external stakeholders.
Heineken’s sustainability ambitions Heineken released a sustainability report for
are captured in the ‘Brewing a Better 2011 to showcase its building of a sustainable
Future’ initiative. Heineken have already business. The report throws light on the green
participated in several activities to support challenges Heineken faced and how it fared. In
the initiative. They have identified certain most cases, it passed the test. The challenges
green challenges to achieve within the 3 come under the umbrellas of ‘Improve’,
stylos of Improve, Empower & Impact ‘Empower’ and ‘Impact’.
Heineken’s global sunrise campaign made
responsible consumption aspirational.
As mentioned in the sustainability report:
‘Sunrise’ reinforces the importance of staying in
control and celebrates moderate consumption.
The idea is to show that enjoying Heineken® in
moderation can be an integral part of connecting
and engaging with friends, meeting new people and
exploring new experiences.
Launched during the festive season to maximise
the relevance, attention and impact of the
message, the campaign was seen by approximately
2.5 million adult consumers across the globe via
HEINEKEN’s YouTube channel, Facebook fan
page (34,000 visits and 27,000 interactions) and
heineken.com.
This campaign is the next step in Heineken’s
Source: http://www.sustainabilityreport.heineken.com/overview/what-we-said-and- long-term commitment to encourage
what-weve-done.html
responsible consumption.
Co-creation of ideas through
open innovation
Heineken feels the best way to meet the
challenges is by listening to a new world of
ideas and connections that could strengthen
the case for competing commercially on
sustainability through innovation and by
eroding boundaries between the brand and
the stakeholders.
Source: http://www.sustainabilityreport.heineken.com/impact/case-studies/
global-sunrise-campaign-making-responsible-consumption-aspirational.html
Heineken embarked on its sustainability mission
with the ‘A Better Future’ initiative. The 10-year
journey is expected to have a significant impact
on the way they bring products to market,
Volume 1, Issue 2, Heineken Ideas
Crowdsourcing
April-June 2012 Brewery