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Bounce back of 2013
Will Netflix ever Recover? media watchers asked across news sites and
blogs throughout 2011 and 2012. Surprisingly, it was a different move of
2011 that helped the company bounce back its plans to acquire original
content.
Netflixs first original program House of Cards debuted in February
2013, immediately followed by Orange is the New Black and a fourth
season of the formerly cancelled Arrested Development. In addition to
attracting Arrested Developments cult following, Netflix also received
14 Emmy nominations and 3 wins, 6 Golden Globe nominations and 1
win, and1 Academy Award nomination for its original shows.
All this combined with its aggressive content expansion has ensured
plenty of buzz for Netflix in 2013 most of it positive for a change.
Netflix still has a tough journey ahead with stiff competition from
Apples iTunes and Amazon Prime Instant Video and unforeseen
regulatory changes with the scrapping of net neutrality. Nevertheless its
a remarkable example of how quickly a brand reputation can tank and
how quickly it can come back albeit with bold steps and constant
innovation.
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change.org
Change.org is the worlds largest
petition platform and empowers
people to create the change they
want to see. 50 million people in
196 countries use this platform to
transform communities.
Ben Rattray founded Change.org
in 2007 to help activists in
mobilizing people for change by
creating petitions. It has given
voice to individuals and has
catalysed the shift in power to the
masses. Through the years, the site
has gone through a lot of
transitions. Today, it has a business
model which uses business for
social good.
Anyone can go to Change.org and
create a petition."Petitions are just
the start," says UK campaigns
#Social activism
#Power to the people
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Video: Time 100: How Ben
Rattrays Change.org goes Viral
director Brie Rogers Lowery. "They have to have a compelling story, a
tangible ask and be mobilising the people who sign it. Rarely is a petition
just going to win on its own."
The Change.org editorial team helps generate campaigns that not only
attract the attention of the media, but also engage the public, who then
go on to spread the petition through social media.
Change.org Success Stories
People have used Change.org to pressure governments and companies
to change course.
For instance, one woman created a petition against the disturbing
practice of corrective rape in South Africa and gathered support from
171,000 people in 175 countries. She then mobilized people to protest in
front of the parliament. Due to the international pressure the South
African government agreed to launch a National Task Team to end
corrective rape. In India, Change.org petitioners pressured the
government to regulate the sale of acid in the open market. In the US,
petitioners pressured the Boy Scouts of Americas National Council to
end their ban on gay youth.
In addition to fueling political debates and better laws, Change.org has
also given voice to the consumer. Many petitions have led brands to
change their policies to better reflect the interests of their customers.
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top: cnn.com, bottom: Verified Decision
MakersPage on Change.org
For instance, when Bank of America decided to introduce a $5 monthly
fee on its debit card, a petition was raised against the fee. 306,890
people joined in the campaign, fueling the national movement against
the charge. In less than a month the bank dropped the fee.
People have also used Change.org to pressure The Bank of England, US
telecom companies SPRINT and Verizon, Google, Apple, and
Seventeen Magazine to change their policies. Currently, people have
created petitions against M&Ms Candies, Johnson & Johnson, Coca-
Cola, Walmart and Amazon.
New face of social activism
Change.org has leveraged the power of personal stories and the viral
nature of social media to direct the attention of people to various causes.
It offers supporters a range of actions they can get contribute to
change through a simple virtual signature, by sharing the petition online
or by taking to the streets. Change.orgs new Decision Maker tool allows
people to direct their petition to the decision maker (such as an elected
official or business representative) and allows the decision maker to
respond directly.
As Forbes Emily Canal notes, Change.org is trying to alter the way
people communicate with elected officials and potentially brands too.
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agcs.allianz.com/assets/PDFs
In 2013, the Insurance Journal
listed Reputational Risk Policies as
one of the Top 10 Hot New Markets
in the insurance field. As
geographic boundaries shrink and
digital technologies shift power to
customers, protection of brand
reputations has become ever more
important.
While rolling out the Allianz
Reputation Protect product in
2012, Allianz quantified the value
and risk of a reputation:
24% of a companys value is in
their brands
Any listed corporation faces an
85% likelihood of experiencing
a significant corporate crisis in
any 5-year interval
#Reputation risk
#Crisis management
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Companies which manage to transform crises witness a 10% gain in
share price the following year, while those who fail witness over a
15% drop in share price in the same period (Oxford Metrica)
How it works
The Allianz product offers a coverage of up to 10 million and supports
companies in putting together a professional response that addresses
all stakeholders across multiple media channels.
Companies that avail of this product undergo a reputational risk
assessment and workshop provided by Media Tenor International.
Companies are then encouraged to take preventive steps before a crisis
hits. Should a crisis arise, companies would have 24/7 access to a panel
of crisis management experts and global service network, generous
limits to fund a response including production of PR and advertising,
media spend and legal fees. Allianz also offers to personalize the
product to suit a companys individual risk profile.
Benefits of reputation policies
Five insurers offer reputational risk policies today. The initial analysis,
preparation of a response plan and access to funds will help shift
companies to the offensive when a crisis strikes. In the long run, insurers
will no doubt contribute to the measurement and analysis of reputation,
as they begin to, literally, put a cost on reputation.
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Policy extensions
In January 2014, Allianz
announced an expansion of its
reputation policies, with the Allianz
Cyber Data Protect. This product
insures against cyber attacks,
specifically against the cost of
responding to the attack and
restoring data, losses that arse
from business interruption and civil
liability claims that arise as a result
of data privacy violations. The
product offers coverage of up to
50 million.
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100+ thinkers and planners within MSLGROUP share and discuss
inspiring projects that are driving engagement with stakeholders on
the MSLGROUP Insights Network. Every month, we pick the best
projects and analyse conversations around them, on the MSLGROUP
Insights Network itself and also on the broader social web, into an
insights report. Every quarter, we compile original insights from the
MSLGROUP global network into the Peoples Insights Quarterly
Magazine.
In our first year and half, we focused on inspiring consumer projects
around social data, crowdsourcing, storytelling and citizenship. We
synthesized the insights to provide foresights for business leaders and
change-makers in the ten-part Peoples Insights annual report
titledNow & Next: Ten Frontiers for the Future of Engagement, also
available as aKindle eBook and an iPad app.
In 2013, we launched The Future of series with a focus on Citizenship,
Money and Employee (Re)Engagement. In 2014, we continue to track
inspiring projects that are shaping the future of engagement, with a
focus on reputation, employee engagement and citizenship.
Subscribeto receive our insights reports and quarterly magazines.
Peoples Insights iPad app Now&Next
AblUl PelP'ES In\I.h\
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Peoples Lab is MSLGROUPs proprietary crowdsourcing platform and
approach that helps organizations tap into peoples insights for
innovation, storytelling and change.
The Peoples Lab crowdsourcing platform helps organizations build and
nurture public or private, web or mobile, hosted or white label
communities around four pre-configured application areas: Expertise
Request Network, Innovation Challenge Network, Research & Insights
Network and Contest & Activation Network. Our community and gaming
features encourage people to share rich content, vote/ comment on
other peoples content and collaborate to find innovative solutions.
The Peoples Lab crowdsourcing platform and approach forms the core
of our distinctive insights and foresight approach, which consists of four
elements: organic conversation analysis, MSLGROUPs own insight
communities, client specific insights communities, and ethnographic
deep dives into these communities. The Peoples Insights reports
showcase our capability in crowdsourcing and analyzing insights from
conversations and communities
|!o1T :o|L|S '\b
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For Peoples Lab solutions,
please contact:
pascal.beucler@mslgroup.com
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