What brands can learn from the failure of Boaty McBoatface | Henry Timms | Big Think скачать в хорошем качестве

What brands can learn from the failure of Boaty McBoatface | Henry Timms | Big Think

What brands can learn from the failure of Boaty McBoatface New videos DAILY: https://bigth.ink Join Big Think Edge for exclusive video lessons from top thinkers and doers: https://bigth.ink/Edge ---------------------------------------------------------------------------------- In March 2016, the British Natural Environment Research Council (NERC) decided to crowdsource the name of its new $300 million arctic explorer vessel. It hoped the public would suggest something like 'Shackleton' or 'Endeavor', but the moment someone suggested the name 'Boaty McBoatface', it went viral and shot to the top of the poll. The NERC had the right idea in harnessing the power of crowds, explains Henry Timms, executive director of the 92nd Street Y in New York, but it lacked the skills needed to pull it off. Instead of turning Boaty McBoatface into an opportunity to revive science education and merchandise Boaty, it shut the idea down, canceled the competition and named the ship 'Sir David Attenborough'. "There’s a set of very clear skills in how you go about harnessing the crowd. And you look around the world right now, any corporation, any nonprofit, any leader who wants to come out on top needs to think a lot more carefully about how they negotiate with the crowd," says Timms. Here, he shares the four key components of successful crowdsourcing and brand building, and explains how Lego used those methods to pull itself out of near-bankruptcy and up to new heights. Henry Timms is the co-author of New Power: How Power Works in Our Hyperconnected World-and How to Make It Work for You ---------------------------------------------------------------------------------- HENRY TIMMS : Henry Timms is president and CEO of the 92nd Street Y, a visiting fellow at Stanford, and co-founder of #GivingTuesday, an international day of philanthropy. He is the co-author of New Power: How Power Works in Our Hyperconnected World-and How to Make It Work for You. ---------------------------------------------------------------------------------- TRANSCRIPT: Henry Timms: So there’s this scientific agency in Britain called the Natural Environment Research Council. They’re a big government body and they’ve got a new ship coming. They’ve got a $300 million new arctic explorer vessel and they’re very excited about it, and they recognize that we’re living in this world of crowds where everyone wants to participate and we’re all finding a way to express ourselves, and they have this idea. They say, "Let’s launch a campaign called #NameOurShip." Now, this campaign is off to a slightly worrying start because they launch it with a press release, and the press release says, '#NameOurShip. Maybe you, the public, would like to name it something like Shackleton, or Endeavor, or Adventurer.' Now, these aren’t the kinds of names the public come up with. Within a day someone has tweeted in, “We should call this ship Boaty McBoatface.” And Boaty McBoatface is immediately and virally popular. I should say that in tenth place—Boaty McBoatface was first, but in tenth place, and I thought this was somewhat neglected, was: 'I Like Big Boats and I Cannot Lie'. But in any case, Boaty McBoatface does terrifically well. It goes viral. Everyone is talking about it. It’s on all the front pages of the newspapers. There are literally hundreds of millions of Twitter impressions about this. They’re in the pubs, they’re at dinner tables, the whole nation and, in fact, the whole world—it crosses the ocean, it’s covered by The New York Times and CNN—the whole world gets excited and obsessed with Boaty McBoatface. But there’s a problem. The science minister takes a very dim view of this. 'This is a very big investment of government money. This is not a serious name for a boat. This must be put down immediately and things must be put back in their place.' And this government agency is in a really tough spot. So, on one hand, they’ve got the public who is incredibly excited about the idea of Boaty McBoatface, on the other hand, the science minister is saying this is not taking science seriously. And they end up, really, in a moment which tells us something about our age, which is what they were trying to do. They were trying to work out, 'Okay, there’s a crowd out there, we want to harness their energy.' They want to do that in a powerful way. They were trying to do that, but they had none of the skills you might need to think about harnessing the crowds. In the end what they do is they call it ‘Sir David Attenborough’ who is this very famous British scientist, which no one could really complain about too much. And they named one of the small submarines on top of this boat ‘Boaty McBoatface’. So they literally sunk Boaty at sea. So here’s the question: What could they have done differently? You think about this moment... For the full transcript, check out https://bigthink.com/videos/henry-tim...