Growing Social Brand Movements (recommended post) – thnxz to @socialogilvy


We wanted to better understand how big movements get. From the Obama presidential campaigns to the global environmental initiative, Earth Hour, to high-profile brand programs like Pepsi Refresh, we benchmarked “how big is big.”  We also wanted to better understand the comparative level of engagement as measured by social actions (everything from tweets to shares to posts to views). Each of these actions reflect a higher degree of engagement from passives and while each can not be considered of equal value, we believe they can be assessed for broad comparative purposes.

A Sample of the Findings

Entertainment Phenomena, Political, Social and Brand Movements, fall into a descending order of magnitude.

Entertainment phenomena, like Justin Bieber and Gangnam Style, earn more than a billion social actions. Political campaigns, like the U.S. Presidential race garner hundreds of millions of social actions. Social and Brand Movements fall below these levels, often earning between five to ten million social actions.

View and download the white paper for the complete analysis.

When a Brand Asks for a Movement

From time to time, brand marketers want to explore what it would take to create a “movement” of some type or other around a product brand, corporate brand or issue.

Inspired by the traction that social and political movements are able to gain via the internet and social technologies, they would like to spark something big. Movements are causes that take off in some way. They become driven by the community and the activity far exceeds the investment put in by the organizer. Even popular content and memes like Harlem Shake and Gangnam Style have movement-like qualities. They seem to grow explosively with little to no management. While this is far different than a movement for a cause, it is an interesting benchmark.

Sometimes the brand desire to go “movement” is right-minded, often not. Driving movements behind product brands is hard. Often it smacks of being inauthentic or just plain selfish. A brand like TOMS Shoes’ might be an exception but I am not sure it qualifies as a movement so much as a brand with a social mission. Driving movements around brand-related issues (e.g., water conservation for a coffee brand) can be just plain hard work. It takes investment, adept behavioral economics and certainly a cause people can rally behind. Triggering mass support and action is an art and science, not to mention, a bit of luck.

Check out the white paper to see how different movements stack up and what are the winning qualities of movements that “go big.”

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John Maeda: How art, technology and design inform creative leaders | Video on TED.com


See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

TED Talks John Maeda, President of the Rhode Island School of Design, delivers a funny and charming talk that spans a lifetime of work in art, design and technology, concluding with a picture of creative leadership in the future.

See on www.ted.com

Cinco formas que adquieren las decisiones grupales


manuelgross.bligoo.com

Enviado por Manuel Gross
Manuel Gross

1348315092954-group_decision.jpg

Algunas formas de tomar decisiones en las reuniones

Por Visi Serrano. 

Uvedevisi. 

Vengo de dinamizar un taller sobre Dirección de Reuniones (#bestmeetingsy hemos conversado y debatido sobre lo que ocurre en las reuniones a la hora de decidir entre varias alternativas, soluciones o propuestas.

 

Decidir o no decidir he ahi la cuestion

Es conveniente aclarar primeramente que cuando nos reunimos para tomar una decisión profesional, el facilitador o responsable de la reunión debería no hacerse trampa en el solitario y tener en cuenta:

  • que si la decisión está ya tomada, la reunión debería ser meramente informativa.
  • que si quien facilita no otorga de autoridad al equipo y no va asumir la decisión tomada como suya, más vale aclarar al grupo que se va a realizar una consulta al respecto para conocer su opinión acerca del tema dado.

Todo ello ahorraría tiempo a todos y no fomentaría la desconfianza provocada por el engaño que a la larga siempre es detectado por el grupo de participantes.

1. Los guerrilleros o Decisión tomada por la formación de subgrupos que negocian antes de reunirse

Varios miembros del grupo se comprometen de antemano y de manera previa a la reunión a tomar una decisión determinada.

Aún suponiendo que dicha decisión fuera buena para la mayoría, tales convenios que manipulan las reuniones de toma de decisiones, afectan a la generación y mantenimiento de la cohesión del grupo y de la confianza recíproca de sus participantes..

2. Los estrategas o Decisión tomada por las minorías del grupo más activas:

En dicho tipo de decisión uno o varios miembros del grupo provocan situaciones estratégicas muy rápidamente, que hacen desembocar al grupo reunido en una decisión precipitada. El resto del grupo “se siente” atropellado, en general, no siente como propia la decisión tomada, generalmente descubre la táctica pero quizá no se atreven a descubrirla y raramente se implicará en el compromiso que suponga la decisión. Leer más “Cinco formas que adquieren las decisiones grupales”

Are You Creating Disgruntled Employees?


You can’t make every worker happy, surely, and should a business even try? Evidence from our recent research suggests, actually, that the answer is yes. Or rather, our evidence shows that managers are giving up far too soon on their disgruntled employees, making them less productive than they could be, exposing their companies to unnecessary risks from thefts and leaks in the process, and inflating turnover costs.

What causes employees to become disgruntled and what can be done to prevent it? To find out we zeroed in on the most unhappy people in our data. These were 6% in our database of 160,576 employees who displayed the lowest levels of job satisfaction and commitment on their 360 evaluations of their bosses. We were looking for those among them whose managers also oversaw the most satisfied employees. In this way we identified that group of leaders who were managing both the very unhappy and the very happy at the same time. Leer más “Are You Creating Disgruntled Employees?”

El lingüista Noam Chomsky elaboró la lista de las “10 Estrategias de Manipulación” a través de los medios…

La estrategia de la distracción es igualmente indispensable para impedir al público interesarse por los conocimientos esenciales, en el área de la ciencia, la economía, la psicología, la neurobiología y la cibernética. ”Mantener la Atención del público distraída, lejos de los verdaderos problemas sociales, cautivada por temas sin importancia real. Mantener al público ocupado, ocupado, ocupado, sin ningún tiempo para pensar; de vuelta a granja como los otros animales (cita del texto ‘Armas silenciosas para guerras tranquilas)”.


Extractado del perfil de facebook de
Marcelo Moreyra

1. La estrategia de la distracción

El elemento primordial del control social es la estrategia de la distracción que consiste en desviar la atención del público de los problemas importantes y de los cambios decididos por las élites políticas y económicas, mediante la técnica del diluvio o inundación de continuas distracciones y de informaciones insignificantes.

La estrategia de la distracción es igualmente indispensable para impedir al público interesarse por los conocimientos esenciales, en el área de la ciencia, la economía, la psicología, la neurobiología y la cibernética. ”Mantener la Atención del público distraída, lejos de los verdaderos problemas sociales, cautivada por temas sin importancia real. Mantener al público ocupado, ocupado, ocupado, sin ningún tiempo para pensar; de vuelta a granja como los otros animales (cita del texto ‘Armas silenciosas para guerras tranquilas)”.
Leer más “El lingüista Noam Chomsky elaboró la lista de las “10 Estrategias de Manipulación” a través de los medios…”

Why Can’t Big Companies Solve Big Problems?

In fact, it’s that very question: “What is the question?” that seems to be the nub of the problem these days. In an increasingly turbulent and interconnected world, the ambiguity that surrounds us is rising to unprecedented levels. And that’s a serious problem that our current systems can’t handle. Fighting terrorism, fixing healthcare and restarting the economy aren’t just complex problems — they’re highly ambiguous ones.

It turns out that while large companies and organizations are phenomenally good at managing complexity, they’re actually quite bad at tackling ambiguity. A complicated problem is like playing a game of chess, an ambiguous problem is like having your in-laws over to dinner for the first time. In the latter situation, it’s not the number of variables that kills you. It’s what you don’t know that you don’t know.


By Edward Liu
http://www.fastcodesign.com/1662575/what-cant-big-companies-solve-big-problems

I completely agree. As a employee of a large conglomerate, I have fought hard to avoid becoming another cog in the system. The mentality is very conservative – that’s one part of the problem and it’s primarily due to the demographics of the company. At the same time, the great irony of being a large company and unable to fight large problems comes from the very political nature of a large company. Multiple “leaders” within the organization have their own agenda/goals. And when they all want different things, of course, it does not translate exactly into progress.

Utlimately, it’s true that it is the major leaders such as the CEO or Board of Directors which must make the right stand and not only encourage but ensure that hybrid thinking & solutions is implemented. However, going back to the demographics, it seems that unfortunately the inherent difficulties could mean that this may not happen for at least another generation. Let’s hope it is sooner than later. Leer más “Why Can’t Big Companies Solve Big Problems?”

Mars appoints OMD Taiwan following month of pitches


TAIPEI – OMD Taiwan has been appointed to the media business for Mars following a month-long competitive pitch against Mindshare and incumbent Dentsu Media Palette.

Mars appoints OMD Taiwan following month of pitches

OMD will be handling both traditional and online media for Mars, effective immediately.

“During the pitch process, OMD Taiwan impressed us with their positive energy and stellar presentation,” said Yin Wei Lee, commercial head of Mars Taiwan.

According to a company statement, Mars generates global sales of US$28 billion annually across six business segments, including chocolate, petcare, Wrigley gum and confections, food, drinks and symbioscience. Leer más “Mars appoints OMD Taiwan following month of pitches”