These Social Media Marketing Campaigns Scored Gold During The FIFA World Cup (Part II)

By Julian Steinforth, Expedition PR

World CUp Hummels SchachThe first part of the article on how the FIFA World Cup was breaking new records for social media marketing discussed the level of social media activities on Twitter, Facebook, and Instagram, among others, as well as the type of content that was shared by millions of soccer fans around the world.

The second part takes a look at some of the brands that had successful marketing campaigns during the World Cup, getting fans engaged about sportswear and solar power.

Let’s start with adidas, a designer and manufacturer of sports apparel and shoes, and one of the official World Cup sponsors. About 100 athletes that participated in the World Cup had a signed sponsorship contract with adidas. The company had created a “Content Bible” of 1,000 images and 160 videos that the social media marketing could use during the Games to feature the players and tailor messages based on game outcomes. The result, over 1.6 million tweets, retweets and replies mentioned the brand during the first weeks of the tournament. The company’s YouTube audience also doubled, with more than 200,000 new subscribers since the Games started.  By showing 4 to 5 YouTube videos a day adidas gained 90.3 million views for their World Cup videos in total.

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Getting Ready for 2014: Watch Out for These 7 Events in Q1

By Julian Steinforth, Expedition PR


“Music-Gear-Expo” Credit: Merrick Ales (http://sxsw.com/press/images)

Here are some of the key events (sorted by date) that should be on your calendar for the first quarter of 2014. Remember how Oreo showed us that “you can still dunk in the dark” when the lights went out at the last Super Bowl? Even when you are not physically onsite, some of these events might be a good conversation starter and media angle for your company.

1. Consumer Electronics Show (CES), Jan. 7-10, 2014, Las Vegas

Hashtag: #CES2014

Now celebrating its 40th anniversary year, CES has been the launch pad for many world changing innovations. More than gathering 3,200 exhibitors and 152,000 attendees gather in Las Vegas for the latest innovation in consumer technologies. Check out the technology innovators key note series.

2. Sundance independent Film Festival, Jan. 16- 26, 2014, Park City, Utah

Hashtag: #sundance

Slightly ten years younger than CES, Sundance Film Festival continues to provide “a space for independent artists to explore their stories free from commercial and political pressures.” But don’t let this slogan fool you; there is lots of deal making and cool hunting going on during Sundance. The event attracts media from around the world and has large sponsors, i.e. HP and Chas. Sundance also has become a platform for address innovation of filmmaking and production – and that includes using tech and social media.

3. World Economic Forum in Davos, Jan. 2225, 2014,Davos, Switzerland

Hashtag: #WEF

More than 2,500 top business leaders, international political leaders, intellectuals and journalists attend this annual gathering to discuss the global state of the economy. This year’s motto is “The Reshaping of the World: Consequences for Politics, Business and Society.”  Sustainability has become a set agenda item. Every year, Corporate Knights reveals its list of the world’s most sustainable companies, known as the Global 100 during Davos.

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Dogfish Accelerator Demo Day Lesson #1: Producing Film and New Media Content Starts With Audience Engagement

By Julian Steinforth, Expedition PR

Last Friday the Dogfish Accelerator Demo Day took place at the Microsoft Technology Center in New York City. For the very first time film production companies pitched their projects to the investment and entertainment community, taking a page from the tech industry playbook.

Dogfish Accelerator Demo Day 2013 in NYC

Dogfish Accelerator Demo Day 2013 in NYC

Inspired by the TechStars model, eight production teams presented 13 films, 3 marketing and distribution platforms, 2 multi channel networks, and ancillary streams of revenue including graphic novels, video games as well as a fashion line to more than 200 investors and media representatives at the Dogfish Accelerator Demo Day. The first cohort of the Dogfish Accelerator program was selected from 440 applications.

Dogfish Accelerator was founded by James Belfer and Michelle Soffen to help indie film producers think like startups. Belfer, who worked on several film productions with his company Dogfish Pictures, realized that the film industry needs to change.

“I experienced firsthand the many challenges the independent film industry faces,” stated Belfer in his opening remarks.  “The real issue isn’t that the times are tough, it’s that you can’t be disruptive without knocking down a few walls. Or without trying new investment and business models, testing new marketing and monetization strategies, or utilizing distribution opportunities across multiple platforms.”

The Dogfish Accelerator program offers seed financing, office space and access to resources to nurture companies that are willing to take the leap with a new model and change the industry.  More than 20 industry mentors, from financing to marketing, support the teams throughout the program and beyond. Continue reading


Innovation and Technology for Social Enterprises

By Patricia Martinez, Expedition PR

Social enterprises and profit are not mutually exclusive anymore. An increasing number of for-profit organizations have been embracing this new paradigm and started incorporating the social enterprise mindset in their operations and strategic objectives. In November, UN’s Social Policy and Development Division (DESA) published a report on Innovation and Technology for Social Development[1].

One of its chapters, authored by Julius O Akinyemi (entrepreneur in residence, Massachusetts Institute of Technology, The Media Laboratory), John Dilyard (Associate Professor, Department of Management and Information Technology, St. Francis College), Dennis Anderson (Professor and Chairman, Department of Management and Information Technology, St. Francis College) and Katja Schroeder (President & Sustainability Consultant, Expedition PR), discusses how today’s generation of social enterprises drive social and economic value.

The authors argue that both not-for-profit and for-profit institutions “understand the social improvement and profits can be complementary”. But the path is not without challenge.

Social enterprises include financing, the right messaging and  misleading measuring the social enterprise’s return.

Even with these challenges, there are opportunities on this change of paradigm that could benefit all the organizations involved, and how innovative technologies are contributing to the construction of a new model of social commitment.

Please click here to read the entire chapter.

[1] United Nations. “Innovation and Technology for Social Development. Lessons Learned”, by Mr. Amine Lamrabat, Expert in Innovation and Technology, UNDESA-DSPD. November 2013.


PR Counsel On Demand

By Katja Schroeder, Expedition PR

Companies have different communications needs.  They depend on the industry, market position, business stage  and resources.

IMG_0774Communications professionals dedicate endless hours to developing the perfect PR strategy and program, based on their company’s specific situation. Outside help – through agencies – is available. We certainly always love to help.

Through speaking with a number of startups in the past months, we realized that companies, small and large, sometimes need communications counsel on an ad hoc basis.

So, what if you could have instant access to brainstorm ideas, get advice on specific communications challenges, or feedback on a social media marketing strategy?

That’s possible now. Continue reading


Sustainability and Financial Reporting in the Age of Transparency

Companies are using integrated online reports to engage stakeholders

By Patricia Martinez, Expedition PR

Sustainability reporting has evolved from a “nice-to have” to “must-have” for Fortune 500 companies, in addition to the obligatory financial reports. While tracking and disclosing sustainability data can be cumbersome, disclosing sustainability information has evolved as welcomed channel to build trust with stakeholders.

According to the report 2012 Corporate/ESG/Sustainability/Responsibility Reporting – Does It Matter?” , published by the New York based Governance & Accountability Institute, “an increasing number of corporate managers and boards are recognizing the many benefits that measuring, managing, and disclosing their strategies and performance on Environmental, Social and Governance (ESG) factors can have for their companies.”

Stakeholders and consumers are more demanding companies to demonstrate their commitment to socio-economic and environmental causes. The Nielsen study “Global, Socially Conscious Consumer 2012” , a survey that included more than 28,000 online respondent from 56 countries around the world, found the following information:


  • Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society.
  • They prefer to work for these companies (62%)
  • They would invest in these companies (59%).
  • 46% say they are willing to pay extra for products and services from these companies.
    Building trust through transparency

How can existing and potential consumers, employees and investors know about a company’s sustainability commitment ?

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Achtung! German Startup Supermodels Coming Your Way

By Katja Schroeder, Expedition PR

Today five German startups will strut their stuff on the New York stage for the second German Innovation Showcase, hosted by the Consulate General of the Federal Republic of Germany New York and ifridge & Company. Among the line-up are Kisi, The Peak Lab, Fundcuisine, Henrichsen and Qumram. They will pitch to a panel of experts from Gotham Ventures, Venture Capital and VentureOutNY with the goal to gain valuable feedback on how to wow U.S. investors.

Since the ‘Wirtschaftswunder’, small and midsized businesses have always been a stronghold for Germany’s economy. But for long there has not been an entrepreneurship culture à la Silicon Valley. Sometimes German entrepreneurs ventured outside of the country to pursue their business dreams. In 2012, an article by the Economist stated that there are about 50,000 Germans in Silicon Valley. Times have changed since. Opportunities have increased for German entrepreneurs that stay in Germany to start a business.

In fact, Germany is emerging as a major hub for tech startups. According to Startup Genome Report in 2012, Berlin ranked 15th on the global startup ecosystem ranking. Germany’s capital attracts the most foreign investment than other German cities according to the results of the German Startup Monitor 2013,[1] published by the German Startup Association and the Berlin School of Economics and Law together with its partners, including Google and KPMG. Every second VC-funded startup in Berlin was able to bring foreign investors onboard. As a result, startups in Berlin tend to be bigger and hire employees faster compared to startups in other parts of the country.  For example, Berlin startups employ on average 15.3 employees, a 50% higher hiring rate than the rest of the country.

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Forget Diamonds. Social Media Are A Women Entrepreneur’s Best Friend

By Patricia Martinez, Expedition PR

According to a recent study from the National Federation of Independent Businesses called Small Business: Lessons from the Recession, in 2007 less than 4% of women-owned businesses used social media for business purposes. Fast forward five years, the picture had dramatically changed. Half of the women-owned businesses were using a range of social platforms such as Facebook, LinkedIn and Twitter to market and grow their business in 2012.

The marketing budget for direct mail, print, broadcast and trade show presence had decreased, and the investment in Internet marketing had increased to 35% (see table 1). What had happened? Female business owners had turned to social media during the recession. When the economy slowly stabilized, the use of social networks had become an integral part of their business and marketing strategies – and stayed. About 56% of the surveyed female entrepreneurs consider social media tools to be important or very important for their businesses.

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Endeavor: Supporting billion-dollar companies… in development

By Patricia Martinez, Expedition PR

Linda Rottenberg, CEO of Endeavor, participating in the roundtable discussion SME Summit, hosted by SAP on November 29, 2012

Linda Rottenberg, CEO of Endeavor Global, shared a quote from a startup that her organization supports during the SAP SME Summit in New York City in November 2012: “I’m not a small business. I’m a billion-dollar company … in development.”[1]

Since 1997, Endeavor is leading the global movement to catalyze long-term economic growth by focusing on startups. But not any startup; Endeavor pioneered the concept of High-Impact Entrepreneurship in emerging markets. It identifies and supports entrepreneurs with the greatest potential for impact in growth markets, then supports the startups throughout each stage of their business “life-cycle”, multiplying their impact by showcasing Endeavor Entrepreneurs as influencers in education and policy reform, helping them to become change agents in the organization and in their cities/countries.

To read the full article, click here

To see the document “The Power of Small: Key Factors for Small Business Growth. Lessons from the SAP SME Summit”, click here

[1] The Power of Small: Key Factors for Small Business Growth. Lessons from the SAP SME Summit. November 29, 2012


Growing Opportunities for Women Entrepreneurs in Latin America

By Patricia Martinez, Expedition PR

What is the best country for a woman entrepreneur in Latin America? According to the Women’s Entrepreneurial VentureScope (WEVentureScope), a new index released by the Multilateral Investment Fund (MIF), a member of the Inter-American Development Bank Group, the best place to start and grow a woman-owned business is Chile, followed by Peru, Colombia, Mexico and Uruguay.

The WEVentureScope examines and scores 20 countries in the five areas that most affect women’s’ entrepreneurship: business operating risks, entrepreneurial business environment, access to finance, education and capacity building and social services available, among other factors.

“Latin American women are among the most entrepreneurial on the globe, but are still greatly underrepresented as owners of SMEs,” said MIF General Manager Nancy Lee, to explain the WEVentureScope 2013 publication objectives.


To read the full article, click here

To download the Women’s Entrepreneurial Venture Scope 2013 Report, click here