People's Insights Quarterly Magazine Issue 3

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Volume 1, Issue 3, July-September 2012

Volume 1, Issue 3,
July-September 2012
Learn more about us at:
www.mslgroup.com | http://blog.mslgroup.com
twitter.com/msl...

Inside
Foreword
by Pascal Beucler
04
Editorial
by Gaurav Mishra and Nidhi Makhija
05
Creative Storytelling
by Dominic Payl...

Volume 1, Issue 3,
July-September 2012
Pascal Beucler,
SVP & Chief Strategy Officer,
MSLGROUP
After nine months of trackin...

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5
Editorial
Nidhi Makhija,
Manager - Insights,
MSLGROUP
Gaurav Mishra,
VP of Insights, Innovation & Social, Asia,
MSLGROUP...

Volume 1, Issue 3,
July-September 2012
purpose-driven stories to build and deepen their
relationship with people. In the A...

7
Creative Storytelling
Our ‘story’ begins in 2008. Annette Simmons’
seminal work ‘The Story Factor’ had begun to tip
into...

Volume 1, Issue 3,
July-September 2012
always descend into commoditisation and an ever
decreasing bottom line for your cli...

9
Chapter Three - Dynamic
Storytelling: Think like a
publisher, plan and improvise
We plan a story’s journey with the Stor...

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Volume 1, Issue 3,
July-September 2012
Rule 5: The story should Build on existing
themes and trends
In essence it’s about ...

11
Moms, Food & Social Media:
A Winning Recipe for Marketers
Social media lives in the moment, so it’s no
surprise that fo...

Volume 1, Issue 3,
July-September 2012
online networks and resources when it comes to
food — meal planning, new restaurant...

13
In a broader study, The Hartman Group and
MSLGROUP Americas interviewed 1,641 online
adults to understand how Social an...

Volume 1, Issue 3,
July-September 2012
View Clicks & Cravings: Social Media & Mom on Slideshare

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15
The Social Shift is probably the biggest challenge
many firms in the Healthcare sector are facing
these days. But for m...

Volume 1, Issue 3,
July-September 2012
• Social media is an important means of
communication, but companies do not really...

17
From the MSLGROUP survey it is clear that managers
think that disease awareness is relevant and HCPs
are a priority in ...

Corporate Citizenship

I’m Voting Facebook app
CNN partnered with Facebook to create
the I’m Voting app to encourage people
to discuss political ...

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Volume 1, Issue 3,
July-September 2012
political reporting combined with Facebook’s social
connectivity will empower more ...

21
“Currently, about 25-hundred Facebook users have
pledged to vote in November. Of the participating
users, 53 percent sa...

Volume 1, Issue 3,
July-September 2012
The lack of trust is paired with an increase in
cynicism towards elections coverage...

23
View this report directly on Slideshare

Volume 1, Issue 3,
July-September 2012
Chase Community Giving
Chase Community Giving empowers
customers & employees to nom...

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25
for relationships that will last long after the
contest ends.”
Benefit to Chase
By targeting charities with a voting co...

Volume 1, Issue 3,
July-September 2012
and lots of bang for a proportionately small buck.
The amount of time non-profits s...

27
As Carol Ross commented:
“I'm very surprised about the winner-please hold
the money until they stop burning our flag an...

Crowdsourcing

29
Germany’s 1st crowdsourced
burger
To celebrate its 40th anniversary in
Germany, McDonald’s launched a six-
month-long c...

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Volume 1, Issue 3,
July-September 2012
Crowdsourcing promotion
McDonald’s further empowered participants
to get votes, pro...

31
Source: trendspektor.de
Secondly, online communities played a key role
in building hype and spreading reach.
In 2011, t...

Volume 1, Issue 3,
July-September 2012
Local campaign, global reach
Digital is a global medium, and McDonald’s
a global br...

33
View this report directly on Slideshare

Volume 1, Issue 3,
July-September 2012
What is Foodspotting?
Foodspotting is a crowdsourcing platform
that enables people ...

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35
Tech Crunch blogger Anthony Ha aptly likened
Foodspotting to music recommendation and
discovery site Pandora.
Originall...

Volume 1, Issue 3,
July-September 2012
Taking photos of food
Source: missmeng on Flickr
Food photography has become a glob...

37
As blogger Harry McCracken shared:
“Judging from my experience so far, Foodspotting
also doesn’t have a Yelp like criti...

Volume 1, Issue 3,
July-September 2012 Crowdsourcing Foodspotting
View this report directly on Slideshare

39
What is Kickstarter?
Kickstarter is the largest US crowdfunding
platform, empowering artists and inventors
to raise fun...

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Volume 1, Issue 3,
July-September 2012
To be successful, projects must also set a funding
goal and a funding deadline. Sta...

41
Source: nytimes.com
the money pledged, even if it is in excess of
the goal.
Peter Chen, Co-Founder of Kickstarter, expl...

Volume 1, Issue 3,
July-September 2012
Exponential rise in dollars pledged
While most successful Kickstarter projects
rece...

43
View this report directly on Slideshare

Volume 1, Issue 3,
July-September 2012
What is LoudSauce?
LoudSauce is a crowdfunding platform that
funds advertising for ...

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45
Up Greek Tourism ad using pictures of 333 amplifiers (source: nytimes.com)
As Yorgos Kleivokiotis, organizer of the Up ...

Volume 1, Issue 3,
July-September 2012
Empowering only those with
money?
Some bloggers pointed out that
crowdfunding does ...

47
conversation from Super-PACs and the super wealthy.”
Blogger Barb Darrow of GigaOm.com noted:
“As the rhetoric of this ...

Volume 1, Issue 3,
July-September 2012
What is Generous Store?
Source: Facebook.com/AnthonBerg
Anthon Berg
Generous
Store
...

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Volume 1, Issue 3,
July-September 2012
Coverage in local and
international blogs
PR efforts, on-ground hype and social
med...

Volume 1, Issue 3,
July-September 2012
Classic ad re-launched with a
digital twist
In 2011, Google partnered with Coca Col...

53
The re-imagined campaign
Google worked with the now retired Harvey Gabor
on the re-imagined version of the Hilltop ad.
...

Volume 1, Issue 3,
July-September 2012
Spreading happiness
Coke has always been an evangelist of
happiness, evident in the...

55
View this report directly on Slideshare

57
Acts of kindness define people
Social standing and wealth are important
aspects that define people in China. People
wit...

Volume 1, Issue 3,
July-September 2012
Another shared the story of 6 year old Elena
Desserich:
“A six year old American gi...

59
The Kindness Bible
The most popular of the stories shared
were compiled to create Kindness Bibles.
300,000 copies of th...

Volume 1, Issue 3,
July-September 2012 Crowdsourcing Alpenliebe Kindness Movement
View this report directly on Slideshare

61
Storytelling

Volume 1, Issue 3,
July-September 2012 Storytelling @MarsCuriosity
What is @MarsCuriosity?
@MarsCuriosity
@MarsCuriosity i...

63
@MarsCuriosity also curated content generated
and interviews about her mission to Mars. Some
milestones in the life of ...

Volume 1, Issue 3,
July-September 2012
Source: twitter.com/marscuriosity
Most famous of these is the video ‘7 minutes
of T...

65
Flight Director Bobak Ferdowsi, who sported
a special mohawk in honor of the occasion,
became an instant crowd favourit...

Volume 1, Issue 3,
July-September 2012
What is Free Pussy Riot?
Free Pussy Riot is a social media led
movement by supporte...

67
has repeatedly spoken about of clearly not the holy
figure of Putin and urged his parishioners not to
participate in pr...

Volume 1, Issue 3,
July-September 2012
Niche communities amplified
reach
A survey found that only 6% of Russians
sympathiz...

69
*Translation courtesy Google Translate (Source: twitter.com/pussy_riot )
A few hours after the three women were sentenc...

Volume 1, Issue 3,
July-September 2012
Some bloggers even criticized western media
and accused them of supporting the move...

71
What is Nike Find Your
Greatness?
Famous for its ambush marketing
campaigns and for mastering the art of
storytelling, ...

Volume 1, Issue 3,
July-September 2012
Jogger – the story that went viral
The story of Nathan Sorrell, a 200lb 12
year old...

73
Inspiring people to share their
stories
A domestic sponsor of Team USA, Nike
didn’t alienate achievements by US elite
a...

Volume 1, Issue 3,
July-September 2012 Storytelling Nike Find Your Greatness
Nike Page Data, July 16 – August 13 (source: ...

75
What is SuperBetter?
SuperBetter is a super-hero themed online
game that helps people improve their
resilience, meet th...

Volume 1, Issue 3,
July-September 2012
The SuperBetter HQ in the iPhone app shows the science behind each element. A
scien...

77
Player Lady Pele even set personas for her Bad
Guys to motivate herself:
“I’m currently working on losing weight and ge...

Volume 1, Issue 3,
July-September 2012
Source: appstorm.net
Not only would a mobile app help them play
more frequently, it...

79
Check out Issues 1 and 2 of the People's Insights Quarterly Magazine here

Write to us to start a conversation on
how we can help you distill actionable insights
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