Tag Archives: KEA

World famous outside New Zealand

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When people ask me where I am from and I say “New Zealand”, a look of awe comes across their face.  I am proud to promote my country and everything that comes from there and I am not alone.  In a recent survey of over 12,000 expats (by Kea and Colmar Brunton), 98% actively promote New Zealand (NZ) and recommend it as a destination to their overseas networks. The story of the New Zealand brand and their advocates holds lessons for other countries and companies.

100%Pure

The tourism New Zealand campaign of 100% pure has done a lot for the image of New Zealand as a clean, green and adventure filled country.  The Lord of Rings trilogy and the adventure tourism promotions add to this. What may have seemed like a difficult market, being as far away as possible from anywhere, many New Zealand companies are taking this image to their advantage as they launch themselves in international markets.

The story of a premium vodka from NZ

42belowPRINT_1PAGE

One company that pioneered a number of marketing initiatives (many controversial), was 42Below. Their quirky use of the New Zealand brand helped take their vodka global. At a time when New Zealand wine, fashion and movies were succeeding globally – vodka was not a product that came to mind when people thought of NZ. But Geoff Ross did not let that stop him, as he set out to create the purest vodka in the world – from the purest country in the world.  He understood that branding was what would differentiate his product from the established vodka brands and that the New Zealand brand would help him do that. Often described as “New Zealand in a bottle”, 42Below pitched itself as The premium vodka to the elite cocktail set. And it worked. 42Below became so popular that in 2006 it attracted an $138 million buyout from Bacardi.

World famous outside New Zealand

worldfamous

Kiwis have a saying – “World famous in New Zealand“. Now associated with the L&P advertising campaign (a drink only well known within NZ), the phrase is used to describe individual products and ideas that could be famous, but have only managed to make it big in NZ. A disadvantage of size and distance for NZ has meant that historically this was a common occurrence, but in the connected and networked world of today it no longer has to be that way. Now, you can be world famous outside New Zealand.

The New Zealand Story

In 2012 the New Zealand government commissioned three government agencies to develop “The New Zealand Story“.  This initiative was put together to help local companies compete in the global marketplace by providing a consistent New Zealand narrative, a narrative not exclusively tied to a tourism campaign. Presented in three chapters – open spaces, open hearts and open minds, The New Zealand Story provides assets and story kits to help New Zealanders talk about our unique attributes in a consistent and meaningful way.

What more could we do?

We could stop at helping create a consistent brand for New Zealand to take our products globally – but we could also be braver and go further. Recently I discovered a presentation by Derek Handley’s  from 2011. Listening to his Big Idea for how we could come together as a nation and do something that would benefit both New Zealand and the world.  How we could be brave and take a leap as a collective to change our world and at the same time provide a platform for talented kiwis to bring their talents back home. This coming together to contribute to a collective action, whether that be to free us of a dependance on oil or something else entirely, is something I know many New Zealanders across the world crave. This talented pool of individuals with a connection to home, want to contribute and want to be a part of this New Zealand Story.

We all know that it is not just visuals and values that make up brand New Zealand.  It is the pull that comes from being from a place you are proud of.  For 42Below, it was the expats who proudly bought out a bottle of vodka at a dinner party, for Derek’s idea it is bringing together the people who could make a difference towards a common goal. By bringing together this network of connected individuals to share a New Zealand story and spirit, we can impact a change that goes beyond the Pacific and throughout the world.

The easier it is for New Zealanders everywhere to connect with New Zealand and with each other, the more they can act in a purposeful way towards a common goal. You then make it possible to develop more stories like 42 below, or Big Ideas like Derek’s.  You make it possible to become world famous outside New Zealand from within New Zealand.

Influencing your community to go from good to great

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In my previous blogpost, I wrote about KEA (the Kiwi Expat Assoc) and their mission to turn brain drain into “brain circulation”. It’s a group of 200,000 expatriates from New Zealand and I’m proud to be among them. But while I like the success stories and the sense of connections to home, I always thought such a group could do even more. Here are some examples.

Tapping into the 6 sources of influence
The book “Influencer” by Kerry Patterson, et al.  explains how, by focusing on 6 sources of influence it is possible to change specific vital behaviours in a way that scales.  This approach has been used in a number of very different applications, from eradicating Guinea worm to changing behaviour in prisons. And in the case of KEA, I believe it can be used to transform 200,000 expats into a powerful network of ambassadors that can help each other and the country as a whole.

Sources_Influence

Applying this to KEA
Each one of KEA’s members has the ability to “bring work home”, connecting their personal networks and skills to people and organisations in New Zealand. Whether that is promoting NZ people and products, assisting with the growth of NZ start-ups or partnering with NZ firms.  We want every member to connect their networks and skills to ties back in New Zealand.  By looking at these 6 sources of influence, we can start to create a strategy for linking members to contributions and increasing the brain circulation of New Zealand.

1. Source: Personal Motivation
Ask: Do I want to?
Action: Make the undesirable desirable.  How: Consciously connect to value

This is where we look at someone’s personal motivation for contributing.  Why would somebody want to connect their networks or skills back to New Zealand? What intrinsic motivators can be called upon to motivate people to do this?

The obvious motivation in this example, would be to tap into each members want to keeping their connection with New Zealand strong.  Linking this action with a person’s sense of self – of who they are and who they want to be.  A kiwi, a New Zealander.

2. Source: Personal Ability
Ask: Am I able?
Action: Surpass your limits.  How: Demand Deliberate Practice

Are Kiwi Expats able to link their networks and skills back to New Zealand? Have we made it easy in this network to connect these dots?  Often we assume that we just need to motivate members to connect, however we also need to ensure that members know how.  This involves breaking the behaviour down into smaller chunks and ensuring every member has the ability to contribute.

With an organisation like KEA this could mean breaking down the businesses/people to promote in easy to target chunks.  e.g. KEA could provide targets by industry.  Do you know people in small businesses?  Here are the top ten New Zealand products for small businesses. Then make it easy to share this knowledge within my network.  By providing members with a simple structured way to connect their network or expertise, you enable every member to contribute.

3. Source: Social Motivation
Ask:  Do others motivate?
Action: Harness Peer Pressure  How: Pave the way. Enlist the power of those who motivate. Seek the support of those who motivate

Are other members just like me doing this?  Who are those in my network that would encourage me to participate?  Highlight these people and recognise them.  Sharing stories of successful New Zealanders giving back to the network is a great start to modelling this behaviour, but we also want to show that every member has something to give back. Share stories of a range of expats and use peer comparisons. e.g 3 out of 10 expats like you do X.   People are more likely to change their behaviours if people in their peer group are doing the same, not necessarily their leaders and if people feel praised and encouraged by those around them they are more likely to contribute.

4. Source: Social Ability
Ask: Do others enable?
Action: Find strength in numbers. How: Pave the way. Enlist the power of those who motivate.  Seek the support of those who motivate

Where can members go to get support from their peers to contribute? We know that peer groups can help reinforce and guide people.  e.g. Lean-In circles or weight loss groups.

With KEA there are already networking events in each country, and these could be altered to more purposeful and focused on support for contribution. These gatherings can be a place where members are able to help each other and vital provide support mechanisms.

5. Source: Structural Motivation
Ask: Does the environment/Do “things” motivate?
Action: Design Rewards and Demand Accountability.  How: Link rewards third and in moderation.  Link rewards to vital behaviours. Use rewards that reward.

Using rewards is something that should be done in moderation. The focus instead should be on the intrinsic motivations.  If rewards are to be used, it is important that they are linked to the behaviours rather than the results.  This may seem strange, but the results will take care of themselves.

A shout-out from an influential New Zealander for a number of contributions from a member, or a free flight home for someone wanting to start a business or creating a successful connection are some example of rewards that could be used for KEA.

6. Source: Structural Ability
Ask: Does the environment/”things” enable?
Action: Change the environment. How: Use the power of space. Use the power of data and cues.  Use the power of tools.

Finally, does the environment help or hinder members? What is the physical environment like?  What reminders or visual cues are there?    Changes to the environment could be physical changes, online changes, policy or structural changes.

With KEA, this could involve changes to the online presence or community spaces, or changes to the structure of the organisation, or the networking events.  Look at the biggest barriers to expat contributions or to brain circulation and start from there.

Taking a successful organisation like KEA, that already has 200,000 members wanting to be a part of “home” and giving them purposeful things to do as a part of that community, creates a very powerful network of relationships and ambassadors.

But what applies to KEA applies to other communities too.  Whether that be your own community, organisation or alumni. Connecting your members together is a good first step, now what?

 
To read more about the Influencer model the following two blogs provide more indepth information.  

The journey to becoming the most globally connected nation in the world

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My social media feeds were all a buzz recently with the success of Lorde at the Grammys.  People I am connected with were proud to see another NZ success story. For such a small nation, I find that New Zealanders have a strong sense of belonging and pride.

In a recent survey it was found that expats are just as included in the pull of “brand New Zealand” as those back home. So how can New Zealand as a country benefit from this want from people across the world to be a part of the New Zealand success story?

KEA

One organisation that aims to help New Zealand become the “most globally connected nation in the world” is KEA (Kiwi Expat Association).  And with 1 million expats you can see why they would want to.   KEA was founded by Sir Stephen Tindall and Professor David Teece in 2001 and has quickly grown to be a vital link for expats to “home”.

 The vision we developed at KEA was for New Zealand to operate as a globally connected nation of 5 million people, rather than a geographically isolated country of 4 million.  It’s a vision that favours the “brain circulation” over the “brain drain” argument where expats are concerned; that an engaged network of expats could be part of the “soft infrastructure” on which New Zealand builds a globally competitive economy.  And there was always a belief that embracing our expats in this way would help bring many of them home sooner rather than later, with a good number of highly productive years left in the tank.

Ross McConnell
http://www.kinfolk.co.nz/blog/a-battle-for-the-ages/

The organisation hopes to reach and motivate expatriate Kiwis to increase their contribution to New Zealand.  And why wouldn’t they?  Just as alumni of large Ivy League universities work together to benefit each other – why not a country?

The upside for New Zealand as an alumni network, as a country, if you like, is that there are hundreds of thousands of Kiwis that have done incredibly well overseas that really do want to help the country, want to help these folks that are trying to network into different parts of the world.  We really need to reach out to them more and do the Yale, Harvard thing and use the power of our networks.

Craig Donaldson (Current KEA Interim Global CEO)
The power of networks transcript

But how do you engage such a large community?

In the KEA report in 2009, it was interesting to see that initiatives such as mentorship and job boards did not have the impact that was anticipated.  What would influence people to move beyond passive participation in an online network, to active participation?

Since the report, KEA has been actively using the power of social networks to increase their membership. Increasing their numbers from 30,000 members in 2012 to over 200,000 in 2014.  And with the search for a new CEO, the focus of the organisation is shifting too; moving from adoption of members to more commercial outcomes.  It is all about the “possibilities of harnessing the strength of a globally connected New Zealand and achieving Kea’s greatest imaginable challenge: 1 million Kiwi advocates, champions and story-tellers by 2016.”

Having this expatriate advocate network connecting through storytelling is very powerful.

…storytelling is not just about the transfer of knowledge; it is also a movement designed to amplify the voice of a community (Burgess, 2006). Everyone can participate because everyone has a story to tell.  http://librarydigitalstorytelling.wordpress.com/what/

Celebrating success stories is one way to foster “brain circulation” and limit brain drain. But it’s just one small step. In the next post, I’ll suggest ways that KEA can connect and empower their huge network to do more than just celebrate from afar. By focusing on specific behaviours and tapping into all 6 sources of influence, KEA can turn expats into a powerful network of ambassadors that can help each other and the country as a whole.