Biggest Kids on the Block Becoming Bigger Fans of Social Media | sloanreview.mit.edu


 

Fortune 500 firms are taking a leap forward in their use of social media, from Facebook to Pinterest.

By Robert Berkman

The very largest corporations in the country — those who make up the Fortune 500 — are showing “the first signs of really embracing a range of social media tools.”

That’s the finding of a study undertaken this past summer by the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth.

Nora Ganim Barnes, the Director of the Center for Marketing Research at the University of Massachusetts Dartmouth and a Chancellor Professor of Marketing, Ava M. Lescault, the Assistant Director / Senior Research Associate at the Center and Justina Andonian, the Social Media Coordinator / Research Assistant at the Center, examined how companies from the 2012 Fortune 500 list were using blogs, Facebook, Twitter, YouTube and Pinterest.

Some of the more interesting findings include the discovery of many more Twitter accounts than blogs among Fortune 500 companies. Many companies are also doing specialty blogging and using their own YouTube channels.

Here are some details:

Blogging: A total of 139 companies, or 28% of the Fortune 500, had blogs. Those in the telecommunications industry had the most (40%); followed by commercial banks, specialty retail and utilities (25-30%). Several industries on the list — forest and paper products, railroads, tobacco, toys/sporting goods, real estate, building materials/glass and trucking and waste management — had no members with blogs.

What are these firms blogging about? While the purposes vary, Barnes says that her research shows that blogs are becoming more popular for branding and thought leadership, with some companies using the forums to discuss social concerns. For example, Exxon Mobil’s Perspectives blog often discusses environmental protection.

5 Rules for Mindful Creativity

Necessity may have been “the mother of invention” back when Plato dropped the famous phrase, but necessity alone is no longer a sufficient reason for creation. Inventions that seem to embody a forward-thinking approach at their inception often appear backwards in their thinking given a few years (or decades) of reflection. Take, for instance, the advent of individually packaged goods, which made food conveniently transportable at the expense of using more materials and creating more waste for landfills. The desire to make the world and the objects that surround us stronger, faster, more convenient and more beautiful serves as constant inspiration for today’s creative problem solvers. But sometimes, as with single-use packaging or the more complicated case of CFL lightbulbs, the innovative solutions we arrive at create other problems, or even predicaments, that become evident only in hindsight.


Necessity may have been “the mother of invention” back when Plato dropped the famous phrase, but necessity alone is no longer a sufficient reason for creation. Inventions that seem to embody a forward-thinking approach at their inception often appear backwards in their thinking given a few years (or decades) of reflection. Take, for instance, the advent of individually packaged goods, which made food conveniently transportable at the expense of using more materials and creating more waste for landfills. The desire to make the world and the objects that surround us stronger, faster, more convenient and more beautiful serves as constant inspiration for today’s creative problem solvers. But sometimes, as with single-use packaging or the more complicated case of CFL lightbulbs, the innovative solutions we arrive at create other problems, or even predicaments, that become evident only in hindsight.
Leer más “5 Rules for Mindful Creativity”

Timberland Offers 3D View of Earthkeepers

Leagas Delaney is the agency behind the print and TV ads; Holst created the 3D window displays and microsite.

This is not the first time that Timberland has boasted its green initiatives. Last October, the footwear and apparel brand tapped singer Wyclef Jean as its “Earthkeeper hero.” The two partnered on a U.S. campaign to promote environmental and humanitarian efforts in Haiti.

Several months later, the company began running a series of outdoor, environment-themed events in 10 U.S. cities as part of its 2009 sponsorship of the Green Apple Festival, an annual music and Earth Day awareness event. The brand launched a contest in conjunction with the event to promote the Earthkeepers line.


– Elena Malykhina
Timberland is putting its best foot forward in a new global campaign showcasing the Earthkeepers collection of eco-friendly apparel.

The effort, dubbed “Nature Needs Heroes,” includes TV, print and retail ads, as well as social media and a microsite that uses 3D technology to help consumers become better acquainted with Earthkeepers. The site allows users to examine a frozen moment on screen at a 360-degree angle.

Retail ads, too, utilize 3D technology. Starting Thursday, select store windows in the U.S. started featuring oversized graphics, which consumers can bring to life using 3D glasses handed out in stores. Point-of-purchase displays show an x-ray image of the Earthkeepers 2.0 boot, touting the company’s use of recycled materials.

In the past, Timberland focused on traditional elements like TV and print, said Jim Davey, Timberland’s vp of global marketing. “This is the first time we’ve reflected new media realities with additional elements like 3D microsites and interactive windows in our retail stores,” he said.

Furthermore, Timberland aims to drive its eco-friendly message home through TV and print ads, which focus on a “lost bottle.” The humorous ads depict a man chasing a runaway water bottle so that he can recycle it. TV spots will air in the U.S., Europe and Asia during live sports, primetime and late night programs. And those consumers who want to create their own heroic moments can do so using Timberland’s Earthkeepers Facebook app, called “Virtual Forest,” which debuts later this month.

“We’re finding that consumers are being drawn to the styling and performance of the new Earthkeepers collection, but it’s also the most environmentally-innovative collection of products we’ve ever launched,” said Davey. “Great products that happen to be more sustainable makes for a great story.” (Timberland has had a good year so far, with sales growing in the high teens, said Matt Powell, an analyst at SportsOneSource.) Leer más “Timberland Offers 3D View of Earthkeepers”

P&G ups sustainable packaging credentials

The packaging is more sustainable because it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum, according to P&G, and is 100 per cent recyclable.

By launching this renewable packaging on some of its global beauty brands, P&G said it will “leverage its scale to deliver meaningful environmental improvements”. The pilot will be rolled out globally over the next two years, with the first products expected to be on retail shelves in 2011.


GLOBAL – FMCG giant Procter & Gamble (P&G) has announced plans to use sugarcane-derived plastic on selected packaging for its Pantene Pro-V, Covergirl and Max Factor brands to increase its sustainability credentials.
P&G ups sustainable packaging credentials

The packaging is more sustainable because it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum, according to P&G, and is 100 per cent recyclable.

By launching this renewable packaging on some of its global beauty brands, P&G said it will “leverage its scale to deliver meaningful environmental improvements”. The pilot will be rolled out globally over the next two years, with the first products expected to be on retail shelves in 2011. Leer más “P&G ups sustainable packaging credentials”

25 Nature Related Web Designs to Inspire You

A while ago we published a list with 50 Green Web Designs to Inspire You, and the post was a hit. This time we decided to focus on green websites, but green by meaning nature related websites – eco-friendly stuff, organic food, reusable energy, etc. So today you will get inspired not only by web design but also by eco-friendly ideas, which is simply great! I hope you enjoy.


Gisele Muller

A while ago we published a list with 50 Green Web Designs to Inspire You, and the post was a hit. This time we decided to focus on green websites, but green by meaning nature related websites – eco-friendly stuff, organic food, reusable energy, etc. So today you will get inspired not only by web design but also by eco-friendly ideas, which is simply great! I hope you enjoy.

e-One

naturesites01

e-One’s mission is to develop innovative ways to bring the benefits of environmental sustainability to small and medium-size businesses and organizations. Leer más “25 Nature Related Web Designs to Inspire You”