PURPLE INDEX

MSLGROUP

How well are the Fortune Global 100

communicating their initiatives and

engaging people around PurPle ?

Executive Summary: Purpose, Participation & Performance

MSLGROUP’S PURPLE INDEX: Benchmarking Purpose, Participation & Performance

Background: In 2012, MSLGROUP launched PurPle, a new global offering aimed at helping business leaders drive

positive impacts on the business and society by catalyzing collaborative social innovation and grassroots change

movements. The specialty combines the agency’s CSR, Cause Marketing, Sustainability, Citizenship and Philanthropy

expertise and over 100+ experts around the globe to deliver best-in-class strategy, approaches, ideas and execution

in the broad corporate purpose areas of health, environment, education, and human potential.

PurPle Index: In early 2013, the PurPle team at MSLGROUP embarked on an undertaking to rank the Fortune 100

companies in these purpose areas based on the level of participation/social engagement in their purpose

communications and initiatives. In addition, the team wanted to correlate this level of participation to the

companies’ overall performance and bottom line.

Methodology: Each company was evaluated and scored on a number of aspects including successful storytelling of

their purpose and how engaging the content was on their social networks. Was the content inspiring? Did the

content have a strong call-to-action? Does the company crowd-source, curate and aggregate content on their

platforms?

Executive Summary: Purpose, Participation & Performance

Overall Findings: We found that the top performing Fortune global 100 companies use visual storytelling and direct

engagement strategies and tactics to ensure their messaging around citizenship initiatives is amplified. The top

performers consider engagement to be essential in maintaining or changing perceptions about the company. The

citizenship initiatives are global in nature with a number of companies focussing on improving living conditions in

developing regions. The lowest performing Fortune global 100 companies do not recognize the importance of

engagement and do not have a presence on social platforms. Their communication is predominantly one way and used

only to disseminate information.

• Purpose: (1) Wal-Mart, (2) Citigroup, (3) GE, (4) P&G, (5) Toshiba

• Environment: (1) GE, (2) IBM, (3) Toshiba, (4) Honda, (5) BASF

• Education: (1) Wells Fargo, (2) Sony, (3) P&G, (4) ING, (5) HP

• Health (1) GE, (2) CVS Caremark, (3) McKesson, (4) Siemens, (5) P&G

• Human Potential: (1) HP, (2) Siemens, (3) IBM, (4) Toshiba, (5) Citigroup

In addition to a strong and clearly defined Purpose and an effective use of social networks to drive strong participation

in their purpose; when compared to Fortune’s list of Most Profitable Companies 10 (ten) of the top performing

companies on the PurPle Index are also on Fortune's list: BP, Chevron, Citigroup, Ford, GE, Nestle, P&G, Samsung,

Walmart, Wells Fargo. The complete list and best-in-class PurPle examples can be found in the pages to follow.

What is the PurPle Index ? MSLGROUP’s PurPle offering and a MSLGROUP proprietary tool The Social Hive Index combine to give

us the PurPle Index. The PurPle Index measures relative engagement for global Fortune 100 around

each company’s shared purpose and the four PurPle opportunity areas.

The PurPle index uses a combination of automatically updated social data, qualitative research waves, and our proprietary normalization algorithm to create a single score between 1 and 100.

SOCIAL DATA PROPRIETARY ALGORITHM

QUALITATIVE RESEARCH

One time, annual, or quarterly

qualitative research waves on

storytelling and engagement around a

topic.

Proprietary normalization algorithm to

convert social data and qualitative

scores into a single score between 1

and 100.

Daily updated social data from

Facebook, Twitter, YouTube, Kred,

Klout, Peerindex and SEOMoz.

The Methodology

PurPle Index: Results – Overall Purpose and Individual Themes

Source : Purpleindex.mslgroup.com, Dated 8th February 2012

LEADING INITIATIVES DRIVING

ENGAGEMENT These initiatives drive engagement as stand-alone properties as well as creating content that

engages users on regular social properties of brands.

Environment : Platforms, Partnerships and Games Environmental initiatives directly involving audiences or stakeholders bring greater engagement on social platforms for the Fortune Global 100. Some examples :

PLATFORMS

GE Ecomagination, Panasonic Eco-Ideas and

Think Blue by VW are co-creation and

collaborative social innovation platforms

while Nestle Water challenge and Samsung

village are blogs for sharing, solving, ideating

and discussing environment challenges.

CHANGE GAMES

Chevron is promoting a energy awareness game Energyville built by The Ecnomist Group. This game allows people to understand the sources of Eneergy availabl an the multiple emand fators that ome into play for any energy producer.

PARTNERSHIPS

Partnering directly with change agents is also

popular with leading PurPle companies to

spread awareness or innovate about the

environment. HP partnered Energy star and

Shell partnered Envirofit for grass root level

change movements.

Image : Ecomagination.com, http://dir.groups.yahoo.com/group/OnLiberianMedium/message/42115, Energyville.com

Education : Teachers, Tech, Partnerships & Awards Education is supported in multiple ways by the Fortune global 100. The top PurPle initiatives

driving engagement are :

TEACHER ENGAGEMENT

Engaging, providing resources through platforms and training are some of the leading initiatives for engaging directly with teachers. Telefonica, Total, BNP Paribas and BMW have created platforms providing access to educational resources. GE, Nestle and Exxon provide platforms for teacher training.

PARTNERSHIPS AND AWARDS

A popular PurPle initiative is to create direct partnerships and engage with directly with change drivers. This ranges from creating financial aid, scholarships to setting up and running schools. Awards, contests and competitions are run to unearth, reward and celebrate outstanding students.

TEHNOLOGY ENABLED CLASSROOMS

Bringing modern education to large audiences supported and pioneered by the Fortune Global 100. Samsung’s Internet school program for K-12 countries in Africa and Panasonic with Kids witness news and are examples of such programs.

Image : Total solar expert, Samsung K-12 schools initiative, P&G Hope schools stats

Health : Crowdsourcing, Partnerships and Apps Health an nutrition related initiatives range from problem identification and idea generation to

partnering NGO’s, vaccination drives and empowering individual healthcare.

CROWSOURCING

Co-Creation platforms – These health focused

platforms bring together large audiences or

domain thought leaders to discuss issues,

ideas and create innovations. GE with

Ecomagination and Siemens Healthworks

collective are the leading examples.

MOBILE APPLICATIONS

Mobile apps have been built to empower

individuals caring for themselves. Some are

built to support off location healthcare to

connect healthcare professionals and

patients. Samsung, Siemens and GE have all

launch similar apps.

PARTNERSHIPS

Organisations partner with grass-roots change agents to help improve lives and living conditions of people. For example Walmart has partnered Human Vitality for a healthier food program and P&G has partnered UNICEF for a vaccination drive.

Image : healthymagination.com, P&G partnership, http://www.mobilechannels.eu/index.php?option=com_content&view=article&id=453:smartphone-health-apps-big-opportunity-&catid=54:appsbusiness&Itemid=81

Human Potential : Incubators, Micro-finance & Knowledge Supporting and encouraging human enterprise is another area of focus for the leading PurPle

companies in the Fortune global 100. Some key types of initiatives are showcased

INCUBATORS

Telefonica, BASF and Siemens are all

running incubators for science or social

enterprises. These provide some funding,

guidance and basic infrastructure to help

innovators and startups.

KNOWLEGDE PLATFORMS

A number of the organisations have created

knowledge and awareness programs to share

their learning and expertise. Financial

companies are helping people organise

personal finances and make prudent personal

financial decisions.

MICRO-FINANCE & PARTNERSHIPS

Partnering with Micro-finance institutions to empower grass-roots level entrepreneurship is a popular human potential initiative. Citi, BASF, Chevron, BNP Paribas and Tesco have all created miro-finance partnerships.

Image : Thenextweb.com, Kiva.com, Grameen foundation logo, Shell Livewire.co.uk

Questions:

Scott Beaudoin

917.674.0550

scott.beaudoin@mslgroup.com