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Collective Citizenship
PEOPLE’S INSIGHTS MONTHLY BRIEF: JUNE & JULY
2Introduction
Introduction: The State of Humanity
From the Industrial Revolution to the internet boom, the human race has witnessed
vast progress that has resulted in improved economies, lifestyles and overall well-
being. As a direct result life is longer, healthier and easier.
But it’s easy to forget that we’re doing well for ourselves, when the flip side stares us
right in the face. Harsh realities like climate change, human rights issues, and social
and economic inequalities are just some of the pressing challenges for humanity
today. And people aren’t content to ignore it anymore.
Apathy is gradually being replaced by concern and a willingness to tackle these
issues. There seems to be a collective desire to advance in a more ethical and
environmentally-responsible manner. Activism is no longer a thing that “hipsters” do –
it’s increasingly becoming a moral duty, for people and organizations alike.
This explains why we’re seeing more and more movement around citizenship – from
global communities uniting to fight for human rights, to businesses pledging to
increase their positive handprints. Everyone wants to contribute towards the greater
good.
People’s Climate March 2014, LondonPhoto: Garry Knight
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Legacy matters, regardless of age.
I want to be remembered for the things I did on this planet, not for the trash I left behind.Lauren Singer,
Why I Live a Zero Waste Life
TEDXTeen
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The Change Generation
The internet plays a key role in fueling this momentum. It makes it easier for people to
organize themselves, for businesses to spread awareness, and for anyone to inspire
action. For instance, blogs and petitions that advocate better lifestyles and social
change have proliferated across the world.
We are also hearing more stories about millennials leaving their corporate jobs to join
startups or to create their own companies. This generation will soon make up 75% of
the global workforce, and are hungry for opportunities that align with their principles
and ideals. Doing good, giving back and living sustainably – these are important
priorities for people and thus for businesses. As we move forward, we’d argue that the
lines between individuals and business will blur, to usher in an era of collective social
citizenship.
In this issue of the People’s Insights monthly brief, we explore seven initiatives that
demonstrate the growing trend of collective citizenship. We also look at new
developments at Google and Twitter which could impact journalism, communications
and PR.
Introduction
4Introduction
People can make a difference too
People are keen to join brands as their citizen partners. They’re just as keen to create
their own solutions. While the scale of people-driven initiatives are usually limited to
local communities, some campaigns have a broader impact.
1. Near Me – A platform that helps people create their own sharing economy
marketplaces.
2. Good Gym – A community effort to run for good, amplified by sports brand New
Balance.
3. City Gym on Google My Business – A local business that helps empower
transgendered people, and was recently featured in Google’s ‘Google My
Business’ content series.
4. Greek Bailout Fund – A crowdfunding campaign initiated by a British citizen to
help Greece pay back their € 1.6 billion loan installment.
Photo: Carla Vasquez
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5Introduction
Simple ideas can have big impacts
Storytelling is often at the core of successful products and campaigns. Here are three
examples where a simple, engaging story helped the campaign reach more people.
5. Volvo LifePaint – A reflective spray for bikes that makes them visible at night, and
can potentially lead to less road accidents.
6. Lucky Iron Fish – A fish-shaped iron ingot that rural Cambodians can use while
cooking, to combat iron deficiency.
7. Heineken’s Legendary 7 – A creative story that portrays sustainable farmers as
heroes, to celebrate and promote sustainable farming practices.
Photo: Andrés Nieto Porras
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6Introduction
Digital giants continue to shape new-age journalism
Facebook’s announcement of Instant Articles earlier this year seems to have been
just the beginning. Google and Twitter recently announced new projects designed to
help journalists tell new age stories.
8. Google News Lab - A new data-rich website that aims to provide journalists with
helpful resources for reporting.
9. Twitter’s Project Lightning – A content curation feature through which anyone
can access customized real-time content on the platform.
We hope you enjoy this issue. Let us know what you think at @PeoplesLab.
Nidhi Chimnani
Director – Research and Insights, MSLGROUP @nidhichimnani
Melanie Joe
Consultant – Research and Insights, MSLGROUP @melanie_joe
Photo: Mr. TinDC
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People can make a difference too
1. Near Me 09
2. GoodGym 12
3. City Gym 16
4. Greek Bailout Fund 20
Simple ideas can have big impacts
5. Volvo LifePaint 24
6. Lucky Iron Fish 27
7. Heineken’s Legendary 7 30
Digital giants continue to shape new-age journalism
8. Google News Lab 34
9. Twitter’s Project Lightning 37
Bonus: More Insights from MSLGROUP 40
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Photo: D B Young
Near Me
Call it by any name – sharing economy, collaborative consumption, relationship economy or asset economy – the sharing and leasing of products and services has gained rapid momentum in recent years. In the past five years alone, the sharing economy has created 17 hugely successful billion-dollar companies, and an increasing number of startups.
As the trend of sharing spawns more and more business opportunities, interestingly, it’s also paving the way for a new breed of businesses that act as enablers for the sharing economy.
Take Near Me, for example – it’s a platform designed to provide brands and entrepreneurs in the sharing economy with pre-set and customizable website templates for their businesses. In addition to website design, Near Me also provides business solutions from market strategies to analytics and SEO support.
9Near Me
Photo: Near Me
#SharingEconomy
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Taking the homework out of it
By providing support for easy set-up and operation of entire businesses in one space, Near Me can make entry into the sharing economy easy for anyone with a workable business model. This can be especially beneficial for those with little or no prior technical experience. By having the daunting task of technical development taken care of, they can direct more energy towards their core business, promotion strategy and marketplace.
Future of enablers – growing with the sharing economy
Being enablers to the burgeoning sharing economy may be a niche model, but it won’t be far fetched to say that this has the potential to be a booming business in its own right. A shift in consumer preference from ownership to access backs that prediction. People are warming up to the idea of sharing their time, space, products and skills with absolute strangers – encouraged in part by technology, which is making sharing, swapping and renting easier, more accessible and credible. And the businesses are making profits. Real-estate sharing giant Airbnb hosts 500,000 stays per night, while ride-sharing service Uber performs around 1 million daily trips. Perhaps the most telling number though, is the amount of funding at sharing economy’s disposal – at $15 billion, it’s more backing than even the social media giants have collectively received over the years.
This rising consumer and entrepreneur interest in the sharing economy model is good news for enablers like Near Me – they have the market to scale and optimize their businesses, parallel to the growth of the sharing economy.
10Near Me
Photo: Near Me
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Near Me was the simplest way for us to test our business model without any technical experience.
James
Regalo
11Near Me
..as the owner of a marketplace over half of your time is spent simply managing the website. With Near Me managing the website, I am able to focus on my marketplace.
Mark Smith
Sharp Tech Inc.
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What people are saying
GoodGym
Here’s an idea - on your next morning jog, you could fix a broken playground swing, run an errand for someone in need, or spend some time with an elderly citizen.
In other words, what if you could help around your community with your daily exercise regimen? Sounds inconceivable, absurd even. But that’s what the GoodGym is about – giving back to society while running yourself to shape.
Liverpool-based not-for-profit GoodGym encourages runners to combine exercise with social good, by doing low-intensity manual labor within their community.
How it works: Registered runners can contribute to local community projects supported by GoodGym, and choose running routes that lead to and from the location of these projects.
Athletic apparel company New Balance is their official supporter, and are promoting GoodGym as part of their #UseYourRun campaign.
12GoodGym
Photo: Near Me
#RunningForGood
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Video: New Balance #UseYourRun Photo: GoodGym on Facebook
With GoodGym, runners can choose from three different programs - opt for a group run, where they work with others for community projects like clearing up a public space or help in building a park. Those who prefer working in silos can take up individual “missions” where they can perform one-off errands or tasks for someone – like picking up something from the supermarket/fixing a screen door. Finally, a runner can volunteer to pay regular visits to an isolated elderly person, who also doubles up as their motivational running coach. GoodGym also provides the runners with professional trainers who advise them on technique and fitness.
Off the treadmill and onto the road to social good
The motivation for GoodGym stems from the founders’ frustration that people waste too much time, energy and potential in the gym. This energy could be put to use to effect a change in the lives of people, especially seniors. They point out that over 1 million people aged 65 and over say they often feel lonely, while 17% of those who stay alone see their families less than once a week.
There’s also a rising interest among people – especially millennials – to be actively involved in societal change. GoodGym is playing a part in enabling that, by making volunteering as easy as running. This not only makes doing good accessible, but also something that fits into people’s daily routines – which makes it easier for people to make a long-term commitment to the project. It also gives runners a purpose-led dedication to stay focused on their exercise regimen. Essentially, it enables runners to kill two birds with one stone – staying fit and doing good.
13GoodGym
Photo: GoodGym on Facebook
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The Legacy Era
GoodGym is innovative in how it leverages a routine habit – exercise – to help people make a change. It also helps people in their mission to create legacies – to be remembered for the things they actively participated in in their lifetimes.
A simple goal – to connect exercise with volunteer work – has led to an inspiring and socially conscious business model. Could we be seeing more initiatives that bring together seemingly unrelated activities to result in entirely new concepts?
14GoodGym
Photo: GoodGym on Facebook
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It’s something for him to do and it’s something for me. I look forward to it. It’s good to have someone else.
Veronica
Coach
15GoodGym
These people appreciate it and really like the company, that someone does pop in.I run there have a break and run back. It’s the feeling of knowing that someone else’s life is better after you’re been there.
Mike
Runner
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City Gym on Google My Business
Of late, there’s been a surge in discussions surrounding transgender rights and issues. The June Vanity Fair cover announcing former Olympian star and television personality Bruce Jenner’s transition to Caitlyn Jenner has been instrumental in making this happen. Reactions to Jenner’s recent male to female transition have been mostly positive on social media.
In the wake of this environment of rising acceptance and awareness, Google released a documentary-type spot about City Gym, a Kansas City-based gym that has a dedicated fitness group and program offering support to transgender men in Missouri.
The two-and-a-half-minute video was created to promote the Google My Business initiative – a tool that helps small businesses connect with prospective local consumers. It shows the story of transgender man Jacob Nothnagel, his transition from female to male, his association with City Gym post surgery, and how more people like him are finding a supportive and encouraging space at City Gym.
16City Gym on Google My Business
Photo: Near Me
#BusinessTransition
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Video: The Story of Jacob and City Gym
What started as a nation-wide hunt for a small business to promote during LGBT Pride Month – internationally observed in June – led Google to City Gym in Kansas. With its inclusive policy towards transgender persons, City Gym seems like an apt fit for Google, a company that has always been vocal about its support for the LGBT community.
Businesses are transitioning to address emerging lifestyles and their associated needs
City Gym owner Hailee Bland-Walsh realised there weren’t any options in this area for the transgender community where she lived. She says, “I thought that there had to be a group on one of the coasts who has the science background and fitness expertise. I was so disappointed to find nothing.” In response, she created a 90-day program called Momentum for transgender men in her own gym, with a focus on fitness training and community building. Jacob, who’d been documenting his transition from female to male in a series of videos on his YouTube channel, joined City Gym as a part of this program, with several other transgender men.
City Gym is a telling example of how businesses are going that extra mile to meet the needs of a diverse group of consumers. Post-surgery exercise is one of the most important aspects of recovery for transgender persons, and by providing an inclusive, safe and non-judgmental space to make it possible, City Gym is redefining how small businesses engage with prospects.
17City Gym on Google My Business
Photo: The Story of Jacob and City Gym
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So popular was the video – with over 1.3 million views – that Google aired it on ABC during the ESPYs, right before Caitlyn Jenner was presented with the Arthur Ashe Courage Award.
Joining the collective discourse
In spite of rising references in pop culture and media, many businesses seem unsure about the direction they should take, and where their role should be in the ongoing conversation. Industry giants like Google, by being unabashedly vocal about their views, are setting benchmarks and leading the way for other brands to align their communication with their values and beliefs.
It seems to be becoming more difficult for brands to avoid talking about topics normally considered “risky” for business.
Read: Interview with Hailee Bland-Walsh, owner of City Gym
18City Gym on Google My Business
Photo: via adweek
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City Gym was born of the belief that a gym should be more than place to workout, it should be a place to belong. It was never an intention to create a space specifically for any group, but what a testament it is to create a space where any group feels comfortable.
Hailee Bland-Walsh
City Gym Owner
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Greek Bailout Fund
Reports about Greece’s struggling economy have appeared extensively in the international media lately, and as policy-makers in Europe attempt to salvage the situation, a 29-year-old Briton took it upon himself to find a solution.
Thom Feeney, a marketing manager from London, set up a campaign on crowdfunding website Indiegogo, to raise the €1.6 billion that Greece needed to pay back the first installment of their loan to the International Monetary Fund (IMF).
Frustrated with what he called the “dithering of politicians” over the Greek debt crisis, Feeney started the campaign as a way to get people involved in getting Greece’s economy back on track. “Why don't we the people just sort it instead?”, he asks on the campaign’s Indiegogo page. His reasoning was that if each of the 503 million residents of Europe contributed as little as €3 to the fund, it would be enough to help Greece pay back its loan installment.
He promised to refund the donors if the campaign did not reach its target.
20Greek Bailout Fund
Photo: Near Me
#PeoplesMovement
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Photo: Greek Bailout Fund on Indiegogo
To encourage people to contribute, Feeney announced perks that varied with the amount of the contribution - €3 would get them a postcard from Greek Prime Minister Alexis Tsipras while €5,000 could get them an all-inclusive vacation for two in Athens. The idea was also to stimulate the Greek economy through trade, by employing Greeks to source the perks.
The reaction to the campaign was explosive. A mere two days after it started, 16,190 people had chipped in €249,830 and by the time it ended six days later on the day the IMF payment was due, thousands more had participated and pledged a total of €2 million. In addition, Feeney says a lot of Greek people also wrote to him, appreciating his efforts.
By the People, for the People
The campaign may have failed to reach its €1.6 billion target, but it’s hard to ignore what it highlights – the ever-rising trend of people coming together for a cause, and the power of the internet in making this possible. The reach and popularity of social networks in particular has given rise to more people-led movements in the recent past. Today, should governments and policy-makers fail to effect a change, people are ready to organize themselves and be a part of the change. Ultimately Greece defaulted on its payment, Indiegogo refunded everyone who contributed to the Bailout Fund and Feeney promptly started the campaign a second time.
Its practical hiccups and failure notwithstanding, the campaign is inspiring nevertheless, simply because it serves as a testament to the power of collective conscience and action.
21Greek Bailout Fund
Photos: Thom Feeney’s Twitter
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€1.6bn is relatively small in the grand scheme of things. In fact, you could raise that money by everyone in the EU just having a feta and olive salad for lunch today. So why don't we just do that? Bypass the dithering politicians and the people of Europe fund a bailout. We get a tasty lunch, Greece gets economic stability.
Thom Feeney
Greek Bailout Fund
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Photo: vil.sandi
Volvo LifePaint
In recent years, there’s been an increase in the number of cyclists in the UK.
More cyclists on the road means that they’re sharing the road with motorists – which puts them at a considerable risk of accidents. In the UK, 19,000 cyclists are injured or killed in road accidents annually.
In an effort to improve the safety of cyclists, automobile manufacturer Volvo teamed up with Swedish start-up Albedo 100 to introduce LifePaint– a wash-off reflective spray for bikes. Containing fine powder particles that reflect under headlights, it’s designed to glow in the dark and alert motorists about the presence of cyclists on the road.
As a part of a trial run, Volvo distributed 2,000 free LifePaint cans to cyclists on the streets of London. They were also given away across cycle shops, which proved to be a big hit among people.
Some sprays are now on sale on eBay, and Volvo is considering manufacturing more.
24Volvo LifePaint
Watch video: Volvo LifePaint Photo: Volvo LifePaint
#LifePaint
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25Volvo LifePaint
Photo: Volvo LifePaint
via Citylab
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Leveraging brand identity
As a brand, Volvo has long been known for its safety features – it’s been considered as one of the brand’s USPs. LifePaint was launched as part of Volvo’s Vision 2020 which states that “By 2020 no person will be killed, or seriously injured by a Volvo” and with this, Volvo has actively entered the conversation around cyclist safety. LifePaint gives Volvo the edge of being a brand that extends support to even those beyond its core market segment.
Inspiring initiative or PR stunt?
Not everyone is impressed, though. Even as sample cans of LifePaint flew off the shelves, a parallel argument rose about it being a mere PR stunt to further Volvo’s car sales. Critics are questioning why cyclists need to be careful when motorists can simply be more alert while driving. It also gave rise to a tongue-in-cheek petition asking Volvo to spray their cars with LifePaint, citing research that shows how dark coloured cars are more likely to cause accidents.
Whether or not it’s a PR stunt, it demonstrates people’s appetite for smart solutons. With LifePaint, Volvo could manage to help in increasing the visibility of cyclists on the road, as pedestrian and cyclist visibility is important in preventing accidents. It’s also an important step in actively helping to solve a long-standing problem.
In terms of cycling at night, I feel way less visible. Sometimes I choose not to cycle home at night, it's a little more dangerous.
Isabelle du Plessis
Bike Commuter
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Lucky Iron Fish
Globally, anemia affects 1.62 billion people – that’s almost 25% of the human population. Usually caused by a diet lacking in iron, it’s one of the leading causes of ailments like clinical lethargy, and even leads to premature births and miscarriages.
While there are several supplements in the market for people with iron deficiencies, most of them are either too expensive or inaccessible to people from the economically weaker sections of the world.
As a solution, a joint team from Cambodia and Canada have invented the Lucky Iron Fish.
What is it? Invented to combat the high rates of anemia in a village population in Cambodia, it is an iron ingot which can be placed in pots and pans used for cooking. The iron Lucky Iron Fish can provide an entire family with up to 75% of their daily iron intake.
Lucky Iron Fish has won many awards, including the Grand Prix for product design at the Cannes Lions International Festival of Creativity this year.
27Lucky Iron Fish
Video: Lucky Iron Fish Photo: Lucky Iron Fish
#LuckyIronFish
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Story of the smiling fish
Founder and medical student Christopher Charles spent some time in Cambodia for an undergraduate research project, where he learned that 6 million people in the country had a severe iron deficiency – in other words, half the Cambodian population. The Cambodian staple diet of rice and fish in the coastal areas leaves little room for iron in their nutrition.
It’s well known that iron from iron cookware seeps into food while cooking. Since providing cast iron pots and pans across villages wouldn't’t be economically viable, Charles thought of a solution which involved iron bars which people could directly place in utensils while cooking or boiling water. He teamed up with a local Cambodian manufacturer to make iron ingots from recycled iron, and distributed it among the villagers. The reaction to the initial prototypes – rectangle iron bars – were lukewarm. Most people ended up using them as paperweights and doorstops instead of in cooking. But when the ingots were designed to resemble a fish – which in Cambodian culture represents good luck and hope – people were more receptive to it.
And the results?
The villagers started using Lucky Iron Fish every day, and in just 9 months, blood tests showed a 50% decrease in incidences of clinical iron deficiency, and an increase in users’ iron levels. Users also reported feeling much better, with an increased capacity to work and function. Photos: Lucky Iron Fish
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Sustainable solutions are the way to go
The Lucky Iron Fish and its success demonstrates how a universal problem can be solved by means that are cost-effective, accessible to the people, culturally relevant and most importantly, sustainable.
Made from biodegradable material and designed to have a long life cycle– each Lucky Iron Fish can last for up to 5 years – it is an environmentally conscious product. In addition, the Lucky Iron Fish project is contributing to the economy in Cambodia – it has involved local communities in taking the product forward. A local disabilities corporation packages the product, and 17 Triggers – a local behavioral change lab that focusses on marketing for good causes – takes care of their branding and communication.
There’s market interest in this little smiling fish – in its first two years alone, it raised $2 million in funding. The company has plans to expand globally, and make the Lucky Iron Fish available to 1 million families in need in the next five years.
Big businesses can learn from simple solutions like the Lucky Iron Fish – if a recycle iron ingot can help in solving one of the globe’s most common health concerns in an environmentally and economically sustainable way, corporations and brands can go a long way in solving pressing problems on a much larger scale. Photos: Lucky Iron Fish
Can improving someone’s level of iron intake in turn positively affect their livelihood? After my time in Bakou, I strongly argue yes.
Alice McLean
In the field with Alice McLean, Lucky Iron Fish
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Heineken’s Legendary 7
Heineken is perhaps one of the most creative brands around. Through the years, its campaigns have been consistently innovative and relevant to consumers. It also holds the reputation of being a sustainably conscious brand – as per Heineken’s sustainability report for 2014, Heineken has saved €75 million ($83.8 million) by using less energy and water in its breweries over the last six years.
Now, as part of their Brewing a Better World Program , Heineken has teamed up with augmented reality smartphone app Blippar for its new campaign called Legendary 7 – the story of 7 farmers from France, Germany, Greece, the Netherlands and the United Kingdom from whom Heineken sources its high-quality sustainable barley and hops.
People can use the Blippar app to scan the label on a Heineken bottle and get access to the stories of each of the 7 farmers, along with more information on Heineken’s sustainability commitments.
People can also use the app to create their own selfies – called 7elfies –and upload them on social media.
Read: Why Your Brand Should Appeal to Sustainability-Friendly Millennials
31Heineken’s Legendary 7
Video: Introducing the Legendary 7 Photo: Heineken
#Legendary7
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32Heineken’s Legendary 7
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Engaging consumers in the sustainability story
With 160 breweries in over 70 countries, Heineken has increasingly prioritized sustainable business practices over the years. One of the priorities includes buying 50% of its main raw materials from sustainable sources by 2020. That’s where the Legendary 7 come in. By sharing the stories of these 7 sustainable farmers, Heineken is applauding their behavior and also highlighting its sustainable practices in a way that is friendly to its customers.
Millennials are the most sustainability-conscious generation yet – they want to be associated with companies that care about their business’s impact on the environment and society. According to our survey of 8,000 Millennials in 16 countries, 79% wish it were easier to know which companies were doing good (The Future of Business Citizenship). Other generations are conscious too – according to a Neilsen study from June 2014, 55% of global consumers surveyed said they’re willing to pay for products and services that were responsibly sourced – that’s a 10% increase over three years.
With Legendary 7, Heineken is breaking down the complex business of sustainability and making it simple, accessible and transparent for people.
Photo: Heineken on YouTube
Sustainability is often seen to be complex and inaccessible for consumers. However, sustainability is at the heart of all that we do and we wanted to find a way to encourage consumers and all our stakeholders to easily engage with HEINEKEN's Brewing a Better World programme. Legendary 7 challenges the status quo of sustainability reporting and helps consumers appreciate the sustainability thinking and all natural ingredients which go into the creation of their favourite brand.
Mark van Iterson
Global Head of Design for Heineken
Heineken’s Legendary 7 33
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Digital giants continue to
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Photo: Nic McPheel
Google News Lab
From content creation to distribution, major social networks have rolled out specialized features that are driving the future of media.
One of the latest developments comes from tech giant Google, with Google News Lab – a site built with the aim to connect journalists with Google resources and tools to enhance their reporting and storytelling. News Lab will provide journalists with access to data from Google’s many already existing apps and platforms like Earth, YouTube, Search and Trends. It also includes tutorials and best practices that explain how Google’s products can be better used in the newsroom.
In short, it will be a repository of data where various types of verified real-time content can be accessed under one roof.
In addition, Google has also announced its plans to work on a one-on-one basis with publishers to provide customized data for their requirements.
35Google News Lab
Video: Introducing the News Lab Photo: Google News Lab
#NewsLab
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36Google News Lab
Photos: Google News Lab
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Creating the future of media with partnerships and integration
News Lab isn't the first Google venture into the world of journalism this year – its announcement came barely a week after it partnered with news agency Storyful and launched YouTube Newswire, a channel featuring verified eyewitness videos. Newswire is one among Google’s many projects aimed at empowering citizen journalism, such as First Draft – a coalition of experts sharing tips and training in handling eyewitness media and WITNESS Media Lab – a platform dedicated to highlighting human rights issues through eyewitness videos.
Social channels play an important role in news dissemination. More and more, social networks are becoming the primary source of daily news for an increasing number of people. Google’s rising priority on optimizing its own social channels (read YouTube) for news is indicative of its focus on competing with social networks like Facebook and Twitter in digital journalism. Incidentally, social networks Facebook and Snapchat already have partnerships with publications to publish and curate news, à la Facebook Instant Articles and Snapchat Discover.
What News Lab means – for journalists and Google
With Google providing a host of data through News Lab, journalists can now have easy access to highly relevant and streamlined data required in the newsroom at a much faster pace than before. What’s in it for Google? A chance to stay relevant, boost usage amongst journalism and perhaps also to increase its ad revenue.
Some of the most important information out there today is quality journalism. We believe that the democratization of media has created new opportunities and new roles for journalists to play in the media industry.
Steve Grove
Director, News Lab
Google News Lab 37
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Twitter’s Project Lightning
Another social network to invest in news media-related initiatives is Twitter.
Scheduled for launch later this year, Twitter’s much talked-about feature, Project Lightning (which might alternatively be named ‘Moments’) will allow people to follow live events through a curated stream of tweets, photos and videos. People can choose to follow tweets for different kinds of events – from organized events like awards functions and sporting events, to breaking news situations like natural disasters.
Unlike the Twitter Timeline, these events will appear in a new full-screen format where users can browse one tweet, photo or video at a time, as the event unfolds – ensuring the updates are as chronological as possible.
Moments will be accessible via a new button in the app’s menu – from here, people can browse anywhere between seven to ten curated events in a day.
38Twitter’s Project Lightning
Photo: via Business Insider
#ProjectLightning
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39Twitter’s Project Lightning
Photo: Steve Garfield
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Bringing live events to life
Twitter is more or less the go-to for people seeking real-time news updates – the drawback though, has been the infamous Timeline clutter. Twitter’s pace of content generation has never been organized in a way that makes consuming the content easy. The social network seems to be keen on addressing this concern through Project Lightning with customized updates – human editors manually pick the most relevant and important aspects of a story.
Additionally, people would not have to necessarily follow any account or even sign up for the website to access live updates. They can simply choose events they’d like to receive updates about from Twitter’s homepage, and the tweets automatically stop after the event wraps up or in case of a natural disaster, after the conversation around it quietens down. This way, Twitter aims to provide value to both its regular users as well those who may not have an account.
So how does Project Lightning stack up against the competition?
Twitter’s main competitors – Facebook, Snapchat and Instagram – have already rolled out features that curate news and present them in a compact package to users. By the time Project Lightning becomes available to users, could Twitter be a little too late in catching up with the competition? Perhaps. But Twitter is a quick medium with respect to live coverage during events and it could potentially leverage this edge to its advantage.
… the challenge we’ve had over the years is, although we have the world’s greatest content, it’s like having a television without a channel guide or even a remote control. There’s no way to really find it or contextualize that content. So [Project Lightning] is this beautiful vessel for us to surface great content and make it more delightful.
Katie Jacobs Stanton
VP of Global Media at Twitter
Twitter’s Project Lightning 40
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Bonus: More insights from
MSLGROUP
Sururu News
Every fortnight, Leo Cardoso from Espalhe MSLGROUP
shares four pieces of news from the digital industry. Each one
is shared within 20 seconds and available on YouTube.
The video series gets its name from Sururu Valley, where it is recorded.
Why Sururu Valley? Apart from the calming views, it’s also the location of
Brazil’s ‘Silicon Valley’ – an area rich with startups and home to Espalhe
MSLGROUP’s Innovation Center.
The latest episode of Sururu News, #23, covers:
• Facebook’s new video view algorithm
• Uber’s investment in Bing Maps
• Introduction of Google Rewards in Brazil and Mexico
• Google’s launch of News Lab
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Sururu News is available on Espalhe MSLGROUP’s YouTube channel: youtube.com/user/espalheguerrilha
“Facebook fights YouTube
with Big Data
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Sururu News
The Content Shot
The Content Shot highlights one inspiring branded content initiative every week, and identifies reasons for its success.
Prepared by the Publicis Consultants Net Intelligenz team in Paris, the newsletter is a great way stay up-to-date – and to practice your French!The latest issue looks at The Lincoln Motor Company’s The Music Experiment Selfie campaign – a combination of selfies and music, targeted at millennials.
Why this campaign? It picks up the two most popular pop culture aspects among millennials – selfies and music – and created customized, real-time experiences for users.
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The Content Shot is available as an email newsletter in French.
View the archive and sign up here.
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The Content Shot
About People’s Insights
People’s Insights is a collection of inspiring initiatives, insights and foresights shared by MSLGROUP’s
SPRINTers – our global team of 100+ strategic planners, researchers and insights experts.
People’s Insights covers the latest trends in engagement on both consumer and corporate sides.
We feature the best of these initiatives as People’s Insights monthly briefs, and original insights and foresights –
from our SPRINTers and other MSLGROUP experts - in our People’s Insights reports. We share these on our
social platforms and distribute freely to inspire more engaging campaigns.
Check out our latest report, Data In. Data Out. Transforming Big Data into Smart Ideas. *
People’s Insights is available as a blog, powerpoint decks, infographics, white papers and magazines,
a Kindle eBook and even an iPad app.
Follow us on Twitter at @PeoplesLab or subscribe to our newsletter to receive our monthly briefs and quarterly
magazines.
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About People’s Insights
About People’s Lab
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into
people’s insights for innovation, storytelling and change.
People’s Lab helps organizations build and nurture public or private, web or mobile, hosted or white label
communities around four pre-configured application areas:
1. Expertise Request Network
2. Innovation Challenge Network
3. Research & Insights Network
4. Contest & Activation Network
Our community and gaming features encourage people to share rich content, vote/ comment on other people’s
content and collaborate to find innovative solutions.
People’s Lab forms the core of our insights and foresight approach, which consists of four elements: organic
conversation analysis, MSLGROUP’s own insight communities, client specific insights communities, and
ethnographic deep dives into these communities. The People’s Insights reports showcase our capability in
crowdsourcing and analyzing insights from conversations and communities.
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Introduction IndexAbout People’s
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People can make
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Simple ideas can
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Digital giants continue to
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About People’s Lab
Thank you!
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For more, visit: peopleslab.mslgroup.com/peoplesinsights
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