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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5 Ways to Make a Difference on Earth Day

By Katja Schroeder, Expedition PR

Wake up, it’s Earth Day. Marketers started drumming up support for Earth Day campaigns weeks ago. It’s not too late to participate. There will be a large number of local and virtual events – organized by government agencies, non-profits and corporation – that you can take part in to show your support for protecting our planet. In some cases, participation can be as easy as a hitting the ‘like’ button on Facebook. However, considering that we are facing a number of serious environmental issues, take a moment to consider how you can support the issues closest to your heart or home and make your participation count on the long run. Here are five ways to participate.

Make a difference not just on Earth Day

Make a difference not just on Earth Day

1. Take a pledge to support an Earth Day campaign
The Earth Day website lists a number of campaigns for which you can make a pledge. Topics range from eating less meat, start composting, stop using disposable plastic to reducing energy consumption and lowering our carbon footprint.  Some of the campaigns require changing our own consumption pattern, others rally support for better legislation to protect the environment. One of the featured campaigns on the Earth Day site is “Support Environmental Education”. You can sign a petition to Congress to include funding  environmental education in the federal budget planning for 2015.

To date, over one billion people have made a pledge to campaigns on the Earth Day site. The goal is to double this number of supporters to 2 billion.  By making a pledge today, you can make a difference for an importance cause.

2. Help capture earth sounds
Help scientist Bryan Pijanowski capture the sounds of the world on Earth Day with his Soundscape Recorder smartphone app. Download the app and record a few minutes of your everyday surroundings using the smartphone app.  As reported by Wired, Pijanowski will stitch together the sonic snippets of all participants to create an unprecedented soundtrack to life on Earth. Furthermore, as he accumulates sounds, year after year, scientists could use the sounds to measure patterns and changes in our sonic environments. It’s a pretty cool way to document our surrounding. Read more about the Global Soundscapes Project here.

3. Participate in an Earth Day Twitter Chat
Take a search on Twitter using the hashtag #EarthDay to get a glance at the various types of Twitter chats happening today. Participating in a Twitter chat is a great way to listen to and participate in discussions around environmental topics. For example, the United States Environmental Protection Agency (EPA) is hosting a chat on one of my favorite topics – climate change.

Here is the Twitter invite:
US EPA Research  It’s #EarthDay! Let’s talk abt #climatechange: join our 2pmEDT twitter chat. Got #science Qs? Use #AskEPA http://1.usa.gov/ZJ4dEy

To participate, sign into your own Twitter account shortly before the chat starts and use the Twitter chat hashtag to follow the discussion. You can submit a question on the topic using hashtag #ActOnClimate. If you don’t have a Twitter account, you can still follow the chat by going to twitter.com/epalive when the chat begins. For more details, see EPA’s instructions here.

4. Participate at an Earth Day event in your city
Earth Day is packed with events, ranging from large commercial festivals to internal corporate events.  In New York City, NYC Parks combined Arbor Day and Earth Day initiatives and offers hikes and tree planting sessions across the City’s five boroughs. Public Earth Day events will take place at high-traffic areas, such as Union Square and Grand Central Station. New York is also the location of the annual Green Festival, America’s Largest and Longest-Running Sustainability and Green Living trade show. It’s a giant educational forum and showcase for green products and services, including household, food, beauty, transportation, travel and wellness products.

5. Involve your company in a campaign that goes beyond Earth Day
Chances are that your company already has a good CSR or sustainability strategy in place. However, the strategy only comes to live through the employees who spearhead and support the initiatives, and it needs constant ‘’feeding”. This is your opportunity. Use Earth Day to brainstorm ideas with your colleagues about ways to make a difference as a team and company on the long run.

Small and large companies can make a difference, not just on Earth Day. It starts with identifying an initiative that helps to protect resources and sets concrete goals, such as reducing energy, waste or water usage. Take some time at Earth Day to think about initiative that you – and your company can drive – that will make a bigger and better impact on the long run.


7 Clean Tech & Sustainability Bloggers To Follow

By Katja Schroeder, Expedition PR


Sustainability concept.We like technology in all of its forms and facets. One of the most exciting areas of technology is how it drives sustainable development forward. Technology innovation opens up new ways to protect the environment, be more resource efficient and find better socioeconomic models.


It is a vast space to cover. Following are seven of our favorite bloggers and reporters who write about clean tech, sustainability and innovation topics, grouped in alphabetical order. This is neither a ranking, nor a comprehensive list. Just a short list of writers whose writings we follow and whose stories you might like to read as well.


1. Adam Aston, Contributor to GreenBiz et al
Twitter @adamanyc, 5K followers
Brooklyn-based writer Adam Aston specializes in stories about energy, environment, science and technology. He covers renewable and conventional energy technologies, efficiency, transportation, building and design, green finance, and corporate sustainability.  A former BusinessWeek reporter, he now contributes to The Guardian, Natural Resources Defense Council (NRDC)’s OnEarth, GreenBiz, The New York Times and MIT’s Technology Review, among others. Check out his website for a round-up of his articles.

2. Andrew Revkin, New York Times, Dot Earth
Twitter @revkin, 58K followers
Andrew Revkin has covered a broad spectrum of environmental issues for more than three decades. He left his New York Times staff position in 2009 to become the senior fellow for environmental understanding at Pace University’s Pace Academy for Applied Environmental Studies, but he continued to write his award-winning Dot Earth blog (now part of the New York Times’ Op-Ed section). Most recently Revkin covered the discussion about Climate Change prompted by the warm weather conditions at the Winter Olympics in Sochi. 

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Market Trends from Textile Trade Show – Texworld

By Julian Steinforth, Expedition PR




From January 21-23, 2014 the Texworld USA took place in Javits Convention Center, New York.The dynamic industry event brings together apparel textile suppliers and buyers from all over the world. Held bi-annually, Texworld USA provides the opportunity to meet directly with a wide range of manufacturers from Asia, the Middle East, North America and from many other regions from around the globe.

While at Texworld I was able to attended Edward Hertzman’s (founder and publisher of Sourcing Online Journal) lecture on global sourcing of garments where I was previewed to an overview of current trends in the garment industry. Although Mr. Hertzman touched on a variety of different topics during his talk, one overarching message came across loud and clear: reform is needed.

Excessive hours, forced overtime, lack of job security, poverty wages, denial of trade union rights, poor health, exhaustion, sexual harassment and mental stress are all common  working conditions for textile manufactures and “sweatshop” employees. Developed countries shift their apparel production through outsourcing to developing cheap labor countries. But where outsourcing ends re-sourcing starts, a term that describes the move of production within and between developing countries in search of cheapest and fastest manufacturing.

The textile industry with all its facets is complexities is not easily grasped by outsiders.

Never the less, at Texworld USA I was able to identify two main challenges that need to be overcome in order to improve working conditions of textile manufacturer employees all over the world.

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Customer Experience, Sustainability and Tech Trends: The Top 5 Expedition PR Blog Posts in 2013

By the Expedition PR Team


On top of our list are posts about sustainability, entrepreneurship and the way technology transforms entire industries

On top of our list are posts about sustainability, entrepreneurship and the way technology transforms entire industries

Every week the Expedition PR team blogs about industry trends and communications best practices, as well as topics dear to our hearts-  like food, film and retail – by creating entirely new customer experience and business models.  Following are the top five posts from 2013. The posts were ranked based on the number of page views obtained during January 1 to December 26, 2013.

 1. CRM vs. CEM – What strategy should companies choose for building better customer relationships

Most companies have a focus on customer-centricity as part of their mission statement and corporate values. Social and mobile communications have changed the way companies engage with customers, blurring the lines between marketing, sales and service. Nadine Leber’s post explores the difference between two predominant concepts for building strong relationships with customers – customer relationship management (CRM) and customer experience management (CEM).

 2. How Important is the Concept of Sustainability for Companies Today

Originally published in August last year, this post continued to be a popular in 2013. The post concludes that the integration of sustainability within a company’s core strategy has become imperative for a company’s reputation and economic success. The concept of sustainability is a powerful force that has elicited companies’ involvement in various social, economical, environmental, legal and political issues.

3. The Rise of Silicon Brooklyn

Brooklyn Tech Triangle, an area covering the three neighborhoods of Downtown Brooklyn, DUMBO and the Brooklyn Navy Yard, is the cradle of Brooklyn’s rising tech scene. In June 2013 the Brooklyn Triangle Coalition projected that in two years the area will support 18,000 tech-related jobs and 43,000 indirect jobs. Companies like Etsy, HUGE, Voltaic Systems, Lifebooker and Duggal made a statement by starting or moving offices to Brooklyn.

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Great PR Moments in 2013: PlanetSolar, a Floating, Global Ambassador for Solar Energy, Stops in New York City

By Katja Schroeder, Expedition PR


MS Tûranor PlanetSolar, in New York City this June

MS Tûranor PlanetSolar, in New York City this June

2014 is around the corner.  It’s time to look at some of this year’s great PR moments. One of them was the arrival of the largest solar boat, the MS Tûranor PlanetSolar, in New York City this June. The Expedition PR team was honored to work with the PlanetSolar team, the Consulate General of Switzerland in New York and the University of Geneva to use the PlanetSolar stop in the Big Apple as a conversation platform about the advancements and possibilities of solar energy.  Switzerland is at the forefront of scientific research on technology innovation and sustainability. Onboard PlanetSolar was the DeepWater expedition, a team of scientists from the University of Geneva. The team collected data along the Gulf Stream to analyze changes in ocean currents and climate change.

Expedition PR executed a strategic PR program that combined media relations, social media marketing and VIP events.

The team reached out to reporters covering sustainability, innovation and transportation to start the conversation about the Swiss boat’s mission for solar energy. Updates about the boat’s itinerary were shared via social media prior to its highly anticipated arrival in the Big Apple.

The MS Tûranor PlanetSolar was greeted with fanfare and excitement by New Yorkers at the marina. Al Jazeera and NBC News covered the boat’s arrival. AFP pictures of PlanetSolar approaching New York with the Swiss flag on top of the boat were published in slideshows by newspapers around the world.

Shortly after the boat docked, the Consulate General of Switzerland in New York hosted a Welcome Reception for the PlanetSolar and DeepWater expedition team, attended by the diplomatic circle, academic institutions, analysts and representatives of the New York clean tech community.

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Innovation and Technology for Youth Employment

By Patricia Martinez, Expedition PR

How can innovation and technology help to increase youth employment in civil societies? This and other questions about the challenges and opportunities using Information and communications technologies (ICT) can decrease youth unemployment are addressed in the chapter called “Innovation and Technology for Youth Employment”, from the UN´s Social Policy and Development Division (DESA) report  published November 2013[1].

In this chapter, the authors[2] explain how the world’s youth population has evolved since 1950, and what we could expect by 2050; which continents will allocate the majority of this population and its participation in the labor force. The authors take into consideration the facts behind this evolution, and how socioeconomic factors affect negatively youth employment, both in developed and developing countries.

Unemployment among 15-24 year-olds has historically been over double that of people aged over 25, but the 2008-2009 economic recession widened the gap significantly. Considering this fact, the chapter explains some opportunities to increase youth employment, such as considering ICT as a job and career opportunities creator, as an enabler of entrepreneurship, and as a skill set builder in education and training.

To learn more about this topic, read the entire chapter here


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

[2] Dennis Anderson, Professor & Chairman, Department of Management and Information Technology, St. Francis College President, NABU Knowledge Transfer Beyond Boundaries; Frankie Chen, UNICEF China; Katja Schroeder, President & Sustainability Consultant, Expedition PR; Vice President, NABU  ‐  Knowledge Transfer Beyond Boundaries.


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.


Call to Action by Jeffrey Sachs: End Extreme Poverty by 2030

Technology is the Main Driver for Socioeconomic Change

By Katja Schroeder, Expedition PR

Earlier this month Jeffrey Sachs, Director of the Earth Institute and Special Advisor to United Nations Secretary-General Ban Ki-moon on the Millennium Development Goals, was a guest speaker at St. Francis College to talk about how we can end extreme poverty. According to Sachs we have the means to bring extreme poverty to an end through our knowledge, technology and tools. He defined extreme poverty as the kind of poverty that is so severe that it threatens survival. Today, still one billion people worldwide, one of seven people, earn less than $1.25 a day and struggle for survival.

Jeffery Sachs speaks at St. Francis College in Brooklyn, NY, about ending extreme poverty. Photo: St. Francis College

Jeffery Sachs speaks at St. Francis College in Brooklyn, NY, about ending extreme poverty. Photo: St. Francis College

Looking at the past 20 years, there has been good progress in reducing poverty, especially in China.  However, even with the economic progress, Sachs said, we are not making it work. We are still facing income inequality, social unrest, and environmental degradation.

Sachs believes that this is due to a moral crisis. We have all that we need to end global poverty but not all countries and people are pursuing ending poverty and sustainable development as a common goal. So, while we have more technological tools available than ever, the “nerve wrecking reality” is we have to “find our way through the complicated terrain” with different interests and foster sustainable development in a complex world.

Sachs advocates countries to adopt a concept of sustainable development that consists of four pillars – economic, social, environmental, and governance.  And technology innovation plays a critical role.

According to Sachs, the main driver of socioeconomic change, and human history, is technology. Continue reading


Trick-Or-Treat for UNICEF Today

Here is one of our favorite treats and a bit of a good trick to celebrate Halloween.

cat pumkinUNICEF’s trick-or-treat campaign encourages school children to help kids in need. Kids can trade part of their Halloween candy bounty for money and store the donations in a UNICEF collection box. The collected money  will go towards UNICEF’s charity initiatives.

Giving up some of their Halloween night haul is a powerful and concrete way for kids to help other kids.  The United Nations Children’s Fund (UNICEF) works in more than 190 countries and territories to save and improve children’s lives.

Even a dollar can make a difference.

$1 can buy protein biscuits for a hungry child. $35 can buy vaccines to protect over 50 kids from diseases.

You can download everything you need to trick-or-treat for UNICEF.  Go door to door Trick-or-Treating for UNICEF, or have a UNICEF Halloween party with friends.

You don’t even need a collection box to participate. You can also donate $10.00 by texting “TOT” to 864233. For more information, go to http://www.trickortreatforunicef.org.

Happy Halloween everyone!