In today’s world, where public participation is more important than ever, the story of the British Natural Environment Research Council’s (NERC) campaign to name a new Arctic exploration vessel offers valuable insights. This campaign, known as #NameOurShip, quickly became a viral sensation, showcasing both the potential benefits and challenges of engaging the public.
The NERC, proud of their $300 million investment in a new Arctic explorer, decided to involve the public in naming the ship. However, their initial suggestions, such as Shackleton and Endeavor, didn’t capture the public’s interest. Instead, a playful suggestion, “Boaty McBoatface,” emerged on social media and went viral, generating massive attention with millions of Twitter impressions and extensive media coverage.
Despite the public’s enthusiasm for Boaty McBoatface, the British science minister disapproved, considering the name inappropriate for a significant government investment. This put the NERC in a tough spot, as they had to balance public excitement with government expectations. Ultimately, they named the ship after the esteemed British naturalist Sir David Attenborough, while Boaty McBoatface became the name of a smaller submarine.
The NERC’s approach to the situation raises important questions about how organizations can better engage with the public. Instead of dismissing the Boaty McBoatface phenomenon, they could have used it to engage younger audiences in maritime science. By organizing events around the ship’s journeys and promoting educational initiatives, they could have transformed a humorous suggestion into a powerful tool for public engagement.
The Boaty McBoatface incident highlights several important lessons for organizations aiming to leverage the power of the crowd:
Before seeking public input, organizations need to clarify their goals. The NERC didn’t genuinely need public help in naming the ship, which weakened the strategic value of their campaign.
Organizations must build credibility before engaging with the public. The backlash faced by J.P. Morgan during their #AskJPM campaign, where the public responded with criticism instead of constructive questions, emphasizes the importance of legitimacy.
Engaging with the crowd requires a willingness to give up some control. The NERC’s quick dismissal of the crowd’s choice showed a lack of commitment to the engagement process. Successful engagement means being open to unexpected outcomes.
Effective crowd engagement isn’t a one-time event. Organizations must commit to ongoing interaction with their audience, fostering a culture of participation and collaboration.
Lego offers a great example of effective crowd engagement. Facing near bankruptcy about 15 years ago, the company recognized the value of Adult Fans of Lego (AFOLs) and began to structure their brand around participation. By inviting fans to contribute ideas for new sets and incorporating fan-generated content into their products, Lego revitalized its brand and built a loyal community.
The Boaty McBoatface saga serves as a reminder of the complexities of engaging with the crowd. Organizations must approach public participation thoughtfully, focusing on empowering their audience rather than just seeking validation for their ideas. By fostering genuine collaboration and recognizing the value of community input, organizations can avoid missteps and fully harness the potential of crowd engagement.
Engage in a structured debate with your peers about the pros and cons of public engagement in decision-making processes. Consider the Boaty McBoatface case as a starting point. Discuss whether organizations should always honor public opinion or if there are circumstances where expert judgment should prevail.
Work in groups to design a public engagement strategy for a fictional organization planning to launch a new product or service. Use the lessons from the Boaty McBoatface phenomenon to outline how you would effectively engage the crowd, ensuring strategic intent, legitimacy, and a willingness to share control.
Analyze a successful case of crowd engagement, such as Lego’s interaction with Adult Fans of Lego (AFOLs). Identify the key elements that contributed to its success and compare them with the Boaty McBoatface campaign. Present your findings in a class discussion, highlighting what NERC could have done differently.
Participate in a role-playing exercise where you assume the roles of NERC officials, government representatives, and the public. Navigate the challenges of the Boaty McBoatface situation, aiming to reach a consensus on how to handle the public’s choice while maintaining organizational goals and government expectations.
Design a social media campaign for a new initiative, incorporating lessons from the Boaty McBoatface incident. Focus on building legitimacy, engaging the audience, and preparing for unexpected outcomes. Present your campaign plan to the class, explaining how it addresses potential challenges in crowd engagement.
Public – Relating to the people as a whole, especially in the context of government and society. – In a democratic society, the public plays a crucial role in shaping policy through voting and civic engagement.
Engagement – The act of being involved or participating in something, often referring to civic or social activities. – Student engagement in community service projects can enhance their understanding of social issues and foster a sense of responsibility.
Crowd – A large group of people gathered together, often for a common purpose such as a protest or public event. – The crowd at the rally demonstrated the widespread support for environmental reforms.
Participation – The action of taking part in something, such as a discussion, activity, or event, often emphasizing active involvement. – Participation in local government meetings allows citizens to voice their opinions and influence decision-making processes.
Legitimacy – The right and acceptance of an authority, often a governing law or regime, as justified and appropriate. – The legitimacy of a government is often determined by its ability to represent the will of the people and uphold democratic principles.
Control – The power to influence or direct people’s behavior or the course of events, often within a political or social context. – Effective control of public resources is essential for maintaining transparency and accountability in government operations.
Commitment – A pledge or obligation to engage in a particular course of action, often reflecting dedication to a cause or policy. – The university’s commitment to sustainability is evident in its investment in renewable energy and green infrastructure.
Opportunities – Situations or conditions favorable for attaining a goal, often related to social mobility or personal development. – Access to higher education provides individuals with opportunities to improve their socioeconomic status and contribute to society.
Education – The process of receiving or giving systematic instruction, especially in a formal setting, and its role in shaping informed citizens. – Education is a fundamental pillar of democracy, as it equips individuals with the knowledge and skills necessary for critical thinking and civic participation.
Strategy – A plan of action designed to achieve a long-term or overall aim, often within political, social, or economic contexts. – Developing a comprehensive strategy for poverty alleviation requires collaboration between government agencies, non-profits, and community organizations.
