50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Curators Of Sweden. For more, see: http://peopleslab.mslgroup.com.

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 3
Curators of
Sweden

2. Humanise social media, build relationships
The strategy works as it is bold and involves a variety of Swedes –
including a writer, an ad man, a priest, a teacher and a coffee-drinking
trucker. Diverse followers build a rapport with the brand, Sweden.
Source : http://mashable.com/2011/12/16/sweden-twitter-acount/,
http://www.dailydot.com/society/curators-of-sweden-twitter/

3. Imperative to select the right candidates
Potential curators are nominated by citizens, by sending an e-mail and
answering a set of questions. People from different walks of life, who
amplify Sweden's rich culture, are selected.
Source : http://twitter.com, http://curatorsofsweden.com/archive/

4. World's most democratic twitter account
The philosophy of the country is presented uncensored through bold
and opinionated mouthpieces. This truly reflects Sweden’s democratic
nature through a medium that promotes freedom of speech.
Source : http://www.thelocal.se/38072/20111221/, http://www.kullin.net/2011/12/sweden-the-
world%E2%80%99s-most-democratic-twitter-account/

5. Social experiment that works for most
People love the approach. They also like seeing the country through
different sets of eyes, along with getting a chance to personally interact
with the curators.
Source :http://www.fastcocreate.com/1679300/sweden-invites-its-citizens-to-be-brand-
ambassadors-for-the-country

6. A publicity stunt, say a few
The campaign fails for some, as they feel it does not promote Sweden
positively. The lack of moderation means that curators can project their
personal views, which may not reflect those of the nation as a whole.
Source : http://www.annadahlstrom.com/2011/12/curators-of-sweden-social-media-gone-
wrong/, http://www.geekosystem.com/tag/curators-of-sweden/

7. Jury's out, but the results are in
Although experts are unsure if Sweden is on the right track, the account
has increased its follower base by more than 14,000 in over a month.
The campaign has led to captivating conversations across the world.
Source : http://www.crowdsourcing.org/document/sweden-lets-citizens-take-over-its-official-
twitter-account-this-is-either-genius-or-insanity/9388,

8. Impact
Even though many tourism boards are using social media, people
elsewhere are urging their governments to start similar campaigns, and
plenty of competitors want to follow suit.
Source: http://twitter.com , http://mashable.com/2011/12/16/sweden-twitter-acount/,
http://www.kullin.net/

9. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

10. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

11. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

12. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

13. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com