Minciu Sodas proposal: What should Mornflake stand for?
- I spoke yesterday with Leon Benjamin of The Law Firm, an advertising
agency in London, founded by Andy Law http://www.thelawfirmgroup.com
Leon is Head of Digital Strategy. We discussed research that Minciu
Sodas and I might do for him. I share below my proposal and ask us all,
How might we participate?
Leon and I first met perhaps six years ago. He was then in charge of
business development for the online community Ecademy
http://www.ecademy.com I and others from Minciu Sodas visited him
twice at The Law Firm on our recent trip to London. He loves what we do
and I've always hoped that we might work for him. Leon is the author of
Winning by Sharing, http://www.winningbysharing.net
Leon is interested to hire our Minciu Sodas team for one month to do
research about UK online communities. He wants to know which online
communities have participants who would be inclined to participate in a
video competition. The purpose of the competition is to make people in
the UK aware of Mornflake http://www.mornflake.com , a maker of
breakfast cereals and a client of The Law Firm. Mornflake is a family
business dating back to 1675. They provide oats for many generic brand
breakfast cereals. They would like people in the UK to be aware of
their brand. The Law Firm's strategy is to organize an online contest
for videos that raise awareness in Mornflake so that attention is spread
virally, especially through Facebook.
Our work would be to identify receptive online communities. We are
encouraged to work in the spirit of our Minciu Sodas laboratory.
Andrius Kulikauskas, sole proprietor of Minciu Sodas, proposes to start
a directory of online communities in the UK. Andrius will lead a team
of Minciu Sodas participants to create this directory. The directory
will be kept on pages at the WorkNets wiki http://www.worknets.org and
will be made available for display at other websites as requested.
We will list at least 500 online communities whose participants are
primarily or frequently from the UK, and provide or deduce the following
information, as available:
* The community's name and url.
* Their stated mission.
* The best participant to contact, and how to contact them.
* The number of registered members.
* The number of active members.
* The geographic distribution in the UK, as noteworthy.
* The demographics, as noteworthy: Age, sex, ethnicity, occupations,
* The kinds of media actively shared: Posts, chat, tweets, photos,
music, and especially, videos.
We will engage at least 100 of these online communities. For each
community, a member of Minciu Sodas will, to the extent possible:
* Join their community.
* Engage a receptive leader, if any.
* Learn what values they have that they would like Mornflake to stand for.
* Learn whether they might encourage participation in the Mornflake
* Learn whether they have or wish to have relations with sponsors or
* Learn whether they would like to share media with other communities.
* Learn what other UK online communities they recommend.
* Ask them to check and correct, as needed, the entry for their
community in the directory.
We will store this information publicly as metadata at the WorkNets wiki
where it will be available for retrieval in reports.
All of our work is in the Public Domain.
We will complete the above work by May 15, 2009.
Andrius Kulikauskas will then write a case study explaining how he
organized the Minciu Sodas team to do this work so that others might
replicate this approach in the future.
We propose to do this work for 5,000 GBP. We ask that two-thirds be
paid in advance and one-third upon completion of all work.
We expect to involve more than thirty Minciu Sodas participants and get
help from one hundred or more participants. Our team members will
leverage their own interests as they reach out to UK online communities.
Andrius Kulikauskas, Ph.D., in Vilnius, Lithuania, is founder of the
Minciu Sodas laboratory for serving independent thinkers around the
world, and the WorkNets network for organizing a culture of independent
thinkers. In 2006-2007, Andrius led a Minciu Sodas team of 100 people
in 11 countries to collect 2,000 food stories for My Food Story
http://www.myfoodstory.com for Greg Wolff of the Unamesa Association.
In 2008, Andrius he led 100 peacemakers on-the-ground and 100 online
assistants to avert genocide in Kenya http://www.pyramidofpeace.net
Andrius will work with 5 team leaders who are all skilled at engaging
online a wide variety of people, such as:
Samwel Kongere in Rusinga Island, Kenya is the organizer of Minciu
Sodas's network in Kenya, Tanzania and Uganda. He is organizing a July
1-3 conference in Kisumu on local sustainability. His family is a
trader in cereals, buying wholesale and selling retail. He leads our
working group Mendenyo, "Men without food"
http://groups.yahoo.com/group/mendenyo/ See also his website:
Pamela McLean in London, UK is a teacher and also a leader in helping
people overcome cultural barriers, linking especially the bandwidth-rich
in the UK with the bandwidth-poor in Nigeria. She leads our working
group Learning From Each Other,
http://groups.yahoo.com/group/learningfromeachother/ See also her blog:
Sasha Mrkailo in Sombor, Serbia worked as Minciu Sodas's leading online
assistant for My Food Story, Pyramid of Peace, Global Utopias, the
WorkNets wiki and chat room and other projects. See:
http://www.worknets.org/wiki.cgi?SashaMrkailo and his blog:
Tomas Cepaitis in Vilnius, Lithuania is Foreign Minister of the Republic
of Uzupis, a creatively-minded neighborhood of Vilnius. He leads a
network of 200 ambassadors of Uzupis.
http://en.wikipedia.org/wiki/Uzupis He also leads our working group
Human Human, http://groups.yahoo.com/group/humanhuman/
Fred Kayiwa in Kampala, Uganda is a champion online social networker.
He is a student and leads youth soccer teams and a children's theatre.
http://www.kampalajuniorteam.org Fred leads our working group One
Reaching Another, http://groups.yahoo.com/group/onereachinganother/
We will draw on many others who might participate as team leaders or
members or advisers, as needed and as available, including: Benoit
Couture (Canada), Rachel Wambui Kungu, Tom Ochuka, David Mutua, Peter
Ongele, Dennis Kimambo, Kenneth Chelimo, Dan Otedo (Kenya), Odeta
Abramaviciute, Vygantas Vejas, Audrone Anusauskas, Liuba Salimova
(Lithuania), Wendi Losha Bernadette (Cameroon), Awne Abo Zant
(Israeli-occupied Palestine), Mark Petz (Finland), Dante-Gabryell Monson
(Belgium), Josephat Ndibalema, William Wambura, Kiyavilo Msekwa
(Tanzania), Gleb Tyurin (Russia), Andrius Kasparavicius (UK), Edward
Cherlin, Jeff Buderer, Dorinda Moreno, Janet Feldman (USA). (I
encourage you and all to write if you might be interested to work on
Andrius will receive 2,500 GBP for his work and responsibility. Team
leaders will each receive 250 GBP, paid in advance, and the remaining
1,250 GBP will be divided among all others who help us with our work.
Minciu Sodas is a sole prioprietorship registered in 1998 in Vilnius,
Lithuania. Andrius Kulikauskas is the sole proprietor and a citizen and
taxpayer of Lithuania and the United States of America.
My proposal above focuses on our work-at-hand, which is the research
that we would do for The Law Firm to identify receptive online
communities where they can find participants for the online video contest.
Leon Benjamin and I also spoke about ideas for the contest to motivate
participants and help make people aware of Mornflake cereal. Leon
explained that the winning video will be the one that gets the most hits
A central idea is that the videos be about people's values rather than
about the cereal's merits. Most people aren't motivated by breakfast
cereal! And few people in the UK are aware of Mornflake or know where
to buy it. But there are many creative people who would like to promote
their own values and would be happy that a breakfast cereal promote
The video contest might simply require that each video include the line,
spoken or written, "What should Mornflake stand for?" Encourage people
to focus on the values they would like Mornflake to have, and to be as
inspiring, creative, shocking, funny and unexpected as they might to win
I encouraged Leon to make the most of his interest to involve online
community. Assuming a 20,000 GBP prize fund, I suggest that the top
prize be shared by the winner and their online community, so that they
each receive 5,000 GBP, for example. This would encourage communities
and their participants to motivate each other. Midway through the
contest I would give out 50 prizes of 100 GBP to the most active
communities and ask them to throw Mornflake parties with the wish that
they buy Mornflake in their neighborhood and try it out, and that they
upload video from their party. And I would give out 5 prizes of 1,000
GBP to the community organizers who prove most helpful so that they
consult, in public, on the subject, "What should Mornflake stand for?"
and draw attention to noteworthy videos.
I think a key goal should be to encourage the use of the "mornflake" tag
for videos and posts so they are easy to find.
I suggest that all videos entered are placed in the Public Domain as a
condition of the contest. This will make for a wealth of video footage
that can be reused by all without restriction, and such an archive would
encourage others to create variants, making for an active discourse and
increasing the chance of videos (and "What should Mornflake stand for?")
I would invite online community organizer's to think about a longer term
vision for Mornflake, perhaps Mornflake widgets for sharing videos among
online communities so that they can share news and videos amongst each
other. Such a "Mornflake channel" would then define a certain kind of
community and what Mornflake stands for.
As Mornflake helps people promote their values, I think that people will
grow interested in Mornflake's values.
I am keeping in mind an opportunity that opened up in London when John
Caswell of Group Partners met with me and others from Minciu Sodas
(Franz Nahrada, Samwel Kongere, Graham Knight). He agreed that we
develop a Public Domain version of his consultancy's methodology by
which a business (or community) agrees on what it could and should and
will do. http://www.grouppartnerswiki.net/index.php?title=4D The
videos, if in the Public Domain, can be materials for Mornflake but also
others to think this through for themselves. This can suggest future
campaigns. As Mornflake develops it's identity, others might also.
I conclude with a recent letter from Samwel Kongere which shows the real
impact that the Mornflake campaign can have. We will identify many
receptive online communities in the UK so that they might likewise
inspire us with their visions, What should Mornflake stand for?
Thanks for all who are concerned,
I am encouraging the women and men to stay at their
home villages and make the farms. When i was going to
London i asked a handful of women 30 plus; to prepare
land for seasonal planting, good they have prepare
land and planted maize, millet, peas and other crops
for food, wonderful. I may thank God for giving
rainfall this Sunday of Easter. We have bright sun
shine today, but when i visited the farms, the
villagers are worried roads are impassable we are
dejected we cannot get cereals, the prices is
escalating, no public transport can reach here. The
women might not weed their crops due to hunger. If we
can get between 200$ to 300$ this will be enough
because i am using them as a model of women who will
discourage the rural to urban migration,
sustainabillity though must come from a trial. I am
making my own farm where horticural is my hope for
survival. Dearly i am meeting the women tomorrow to
contribute a secret to support their kitchen need,
according to them anything consummable is vital and
this time. Your stretched hand will be helpful. We
also need containers to harvest rain water.
More tomorrow after meeting.
Leon, I'm excited that we might work for you!
This is a profound opportunity for me and our lab, Minciu Sodas. I urge
our participants to respond and to be ready to work intensely and with
+370 699 30003