Practical Movement Design by Stephen Johnson @Huxley

Prac%cal Movement Design. #swarmconf 2012 Stephen Johnson @Huxley stephen@altitud3.comTwitter @Huxley

Disclaimer:Contains tracesof nuts,passion& controversystephen@altitud3.comTwitter @Huxley

Old Paradigm Create Awareness Behavior Changestephen@altitud3.comTwitter @Huxley

New Paradigm Dynamic System Collaborative Action Behavior Changestephen@altitud3.comTwitter @Huxley

The Challenge The WALL ? Invisibility Paralysis (iner0a) Nega0vity stephen@altitud3.comTwitter @Huxley

The Solution THE DOOR " people to iden%fy with a Help universal value which aligns to the desired behavior change. " Then re-‐frame this new consciousness as an extension of their own values. stephen@altitud3.comTwitter @Huxley

Success (at a really high level) Empower people by providing relevant pathways. Be mindful that people engage at diﬀerent stages of the journey (factor this in your strategies). stephen@altitud3.comTwitter @Huxley

Some cri0cal elements to support success •  Must be more than about crea%ng awareness (velocity needs to be maintained) •  To stay engaged on the journey people need clear milestones & measurable end-‐points •  Must be more prac%cal and ‘near-‐term tangible’ than say, “Let’s change the world!” -‐  Use social media to visualise par1cipa1on -‐  Enable par1cipants to see the result of their personal contribu1on (overall impact) •  Strategies should support a ‘collec%ve individualist’ approach, empowering people to: -‐  Own your message -‐  Par1cipate as part of a wider collec1ve with shared values/goals -‐  Realise the value, importance, and overall signiﬁcance of their individual contribu1on stephen@altitud3.comTwitter @Huxley

perpetual ‘beta’ mode More channels, more formats, "Embrace mess, " more executionsvariation & complexity Experiment test. fail. learn. ADAPT Built in " Real accountability feedback loops Dynamic More tests, more risksstephen@altitud3.comTwitter @Huxley management

Some guidelines for mobilising big overarching ideas create solutions Get beyond commercial messages. Solve something. Involve people. Enable them. Let them own the idea and participate. idea idea/brand immersion create useful contentQ: Is their a brand central to the idea? Content & tools which makeAre we allowing for experiences that participation easy, rewarding and fun.engage people, and ultimately, cause them to be enthusiastically involved think context Think of all of the places, the touch points, where people could engage with your movement. What are they seeking in those places? The way they use media and technology must influence your content / what you create. stephen@altitud3.com Twitter @Huxley

Perceptual Adop0on Cycles >> The Nuts and Bolts Thought starters… •  Adopt an inside-out approach to action (leader-trains-follower-becomes-leader cycle) •  Write a Manifesto – a one-page summary designed to create awareness and action – your manifesto should inspire every person who hears your message to ‘own and run with’ it, i.e. as if they created it themself •  Educate and empower people to perform an identical set of actions, in sequence, providing them tools and resources to share your idea in their own voice and way. It is essential that your message is first heard ‘via a trusted source’. This way it becomes contextually relevant to all who hear it. •  Support the principles of replication so that support for your idea shifts from a linear system to an ever-increasing (compound) dynamic system. Put simply, followers become leaders and so on, the goal being to perpetuate this cycle. Remove linear adoption mechanisms and create simple processes which enable people to ‘Tell > Learn > Act’. If you don’t, whilst full of passion and intent your idea will struggle to catalyse. Inspire Self-ownership. Support Decentralised Action stephen@altitud3.com Twitter @Huxley

Important Ques0ons to Ask •  How do we incentivise Champions, Influencers, Ambassadors? •  How do we get offline participants into our social media contexts? (it’s important to visualise their action, too) •  How do we manage the scale of conversation with potentially thousands of Influencers on-boarding? •  How do we manage the logistics of social media given it has the potential to reach hundreds of thousands, if not millions of people? stephen@altitud3.com Twitter @Huxley

Designing the Framework Public Good Private Contribu%on (to many) (to one) Get people Show how But we can Encourage Ask them to Have them What Ask how to agree to their all do this… them. Help choose map how outcome do might this a value that behavior is iden%fy desired they might they help people is hard to dissonant Pathways: with what ac%ons from par%cipate / envisage you know or disagree with already doing a list fulﬁll ac%ons care about? 1. 2. 3. Allow them Visualize the Take Make acons Share /to see problem and Ac%on publishable, Groundswell themselves make it searchable, as ‘this kind tangible / visible Make prac%cal of person’ relatable 1 : 1 1 : many Awareness Inspira%on Empowerment In%macy stephen@altitud3.com Twitter @Huxley

When framework is in place... map relevant touch-‐points to each Public Good Private Contribu%on (to many) (to one) Get people Show how But we can Encourage Ask them to Have them What Ask how to agree to their all do this… them. Help choose map how outcome do might this a value that behavior is iden%fy desired they might they help people is hard to dissonant Pathways: with what ac%ons from par%cipate / envisage you know or disagree with already doing a list fulﬁll ac%ons care about? 1. 2. 3. Take Ac%on Mass Media PR Community Outreach Rela%onship TV, OOH, Radio, Digital Community Outreach Digital Community management & Experien%al Media Digital Community Experien%al Media feedback loop Mul%-‐Cultural Mul%-‐Cultural Mul%-‐Cultural School Programs Retail Awareness Inspira%on Empowerment In%macy stephen@altitud3.com Twitter @Huxley

Macro Inﬂuencer/Follower Structures & Ac0ons Marketing Communications Movement At the heart of most movements a series of ‘actions’ led by leaders, ambassadors and advocates exist. When carefully sequenced, these actions form the most basic element of an Influencer-Follower structure and have the potential to become the backbone of a movement. Efforts should not only focus on Influencers, Followers, and their actions. It is equally important to surround, support, and enhance participants at launch, then build velocity towards a movement with traditional and social media marketing communications. The two are interdependent. stephen@altitud3.com Twitter @Huxley

Top 5 Checklist AUDIENCE ACHIEVABLE LAUNCH RESOURCING METRICS & / SEGMENT GOAL PLATFORM ENGAGEMENT MEASURMENET INSIGHTObjectives Insights Ideas Development Evaluation•  What is the •  What insights can •  What is the •  Which creative •  Real time tools to context/situation? we glean from simple, smart programs will monitor and world trends, powerful idea that engage and visualise•  What do we want market segments resonates with inspire audiences participation to influence or and audiences, to people and to tell the story (in change? •  At any given point better understand inspires them to their own words)? know how things•  What resources how advocacy get involved? are measuring up are required and occurs naturally in how should they these contexts? •  What is the Deployment •  Where does creative •  How can we be prioritised and (this is about opportunity still expression and launch activities coordinated? nurturing exist? narrative to best that support our conversations of•  Who/are there key communicate the goals, i.e. with a context and influencers in idea? high degree of relevance) each audience/ confidence and segment we are •  What ‘insider’ info excellence targeting? can be garnered from influencers? •  How do we mitigate inertia and cynicism? stephen@altitud3.com Twitter @Huxley

Once you know these things… Write a Manifesto Your manifesto should contain an *HSN and any other compelling facts which inspire action and ongoing participation. *HSN - Holy Shit Number stephen@altitud3.com Twitter @Huxley

Design pathways for par0cipa0on >> then focus everybodys ac%ons Awareness Inspira0on Empowerment In0macy Fuel dialogue among individuals, educa%on, business, policy Educate makers and media. Each idea we communicate can (and should) exponen%ally convince, help and remind us all to take ac%on – no majer Tell how small. Everything we do should support these three objec%ves. Put simply, we will Educate, Tell, and Act. Act stephen@altitud3.com Twitter @Huxley

High Level Movement Mechanics Message / Manifesto Advocates / Ambassadors / Influencers Video / Social Content Events / Awards Personal Outreach stephen@altitud3.com Twitter @Huxley

High Level Movement Mechanics Leaders Tell & Teach Manifesto Join Movement – Create Team – Complete Actions – Outreach to FollowersAmbassadors Direct Digital PR Door-to-Door Influencers First Followers •  Join, create, share, participate •  Support Leader and Influencer ‘Actions’ •  Register completion of Actions (visualise progress) •  Communicate with followers/community, visualise progress of Followers •  Access tools to help support / mobilise movement, provide feedback to movement coordinators •  Learn more about the movement stephen@altitud3.com Twitter @Huxley

High Level Movement Mechanics Leaders & Influencers (people who evangelise) CREATE A TEAM followers followers followers followers followers Role of Leaders •  Discovery, identify w/Influencers, personal info (sign-up to movement) •  Explore Actions, register completion of Actions (visualise progress) •  Communicate with followers/community, visualise progress of followers •  Access tools to help support / mobilise movement stephen@altitud3.com Twitter @Huxley

Movement Phasing (0meline & example steps) Staggered Launch •  Official announcement (define?) Phased Rollout •  Influencers outreach to followers •  Big reveal (how/where?) •  PR plan, social media strategy •  Recruit next group of evangelists •  Optimise social CRM / ecosystems •  Commence Influencer outreach •  Optimise social media ecosystem •  PR & media to create velocity •  Deploy Contact Management & CRM tools •  Door-to-door ramps-up (if relevant) 1 month Sep-Dec 2-3 months prior 2 months Social Discovery Bridge Activities/Actions •  Setup social media monitoring •  Amplify Leader/Follower engagement •  Map ecosystem (motivators, trends, risk, •  Leverage events / community activities opportunities) •  PR/Social (pre-seed networks in preparation for rollout) •  Shortlist influencers / partners •  Optimise social media measurement dashboard (sCRM) stephen@altitud3.com Twitter @Huxley

Inﬂuencers carry the message | We turn up the volume Recruit Leaders and Influencers and provide them with the tools they need to spread your message.Amplify & extend their communications to even larger audiences of Followers through personal andsocial media (it’s about exposing a wider base to the collective action which is taking place). Influencers influencers + & Advocates movement Co-creation distribute/amplify message movement goals of content and message (manifesto) Social media, digital, PR and grassroots outreach As awareness builds it’s very important to continually inject meaning and context into your movements brand/identity (the ‘why’), whilst at the same time extend an invitation for people to join, endorse, donate, etc. Over time, this creates the foundation for you to speak credibly to a larger audience, i.e. once the movement is established. stephen@altitud3.com Twitter @Huxley

Considera0ons for working with Inﬂuencers Each Influencer group is Special / Unique Each Influencer group requires a Customised PR approach All groups require clear benchmarks milestones: •  Determine their comfort level with traditional media •  Determine their comfort level with social media (evaluate their current social channels) •  Determine their interests as media references •  Determine existing speaking opportunities/community events on their calendars stephen@altitud3.com Twitter @Huxley

Considera0ons for working with Leaders & Inﬂuencers Should be… Asked for their input and feedback on •  Promotional / movement messages •  Media channels most appropriate for their communities Trained to seamlessly present, advocate and share your manifesto •  To media •  To their constituents, communities, employees, etc. •  To their niche audiences •  To their peers and colleagues Engage in social media channels •  Like Movement Facebook page •  Follow movement @profile on Twitter using #hashtags and lists to curate conversations •  Create content which can be syndicated and shared •  Tweet or post updates about their actions and activities (personal and teams) stephen@altitud3.com Twitter @Huxley

Design pathways to ac0on Educate •  Host and a ‘movement press conference’ and (uStream) •  Provide downloads (to educate & empower) •  Gallery for user-generated content (UGC) visualising action •  Video of ‘everyday heroes’ actions (posted by participants) •  Youtube channel - TV spots, press conference, UGC •  Information and resources on how to take action •  RSS news feeds for people who want to syndicate/subscribe •  Email/SMS journey reminders (prompt action along the way) •  Exclusive behind the scenes video/images •  Badges (physical and virtual) •  Real time news and alerts stephen@altitud3.com Twitter @Huxley

Design pathways to ac0on Tell •  Send a signal to government, business, media and friends - Gallery of User-Generated Video, Audio, Images •  T-shirt design contest (example) •  Leverage existing networks (established social graphs, i.e. Fb, Tumblr) •  Widgets and badges designed to visualise progressive change •  Desktop gadgets to visualise result of individual/collective action) •  Podcasts •  Video incl. TV spots, press conference, original content, interviews •  Cause-related Wiki (definitive guide to all things about your cause) •  RSS fed Wallpapers/Screensavers, Chris Jordan ‘Art as Innovation’ stephen@altitud3.com Twitter @Huxley

Focus people’s eﬀort Act •  Host information and resources about how to take action - Wikis / partner sites •  Promote local events then socialise (create macro online view) •  Decentralise problem-solving by distilling participation into tangible, bite-size actions people can support to achieve goals •  Identify/partner with kindred spirits (collaborate to achieve goals) •  ‘Park’ your ego (remember, it’s not all about you) •  Seed motivators, ideas and tips for people who watch, but who are located on the fringes and not engaged •  Sign up for ‘action alerts’ •  Design a ‘Get Involved’ Action Kit •  Host local events/flash mobs (excellent viral catalyst) •  Stream video or audio of global thought leaders / events •  Provide ‘Track Your Impact’ blog/widget/badge •  Create ‘portable’ content which people can share stephen@altitud3.com Twitter @Huxley

Build trust and velocity The following process includes steps to support message ac%va%on and distribu%on. Use free tools like Social Men%on and Addictoma%c to map social media groundswell, op%mising messaging in real %me for increased meaning and relevance. Garner Build Trusted Con%nuously Create Velocity Involvement Referrals Discover stephen@altitud3.comTwitter @Huxley

Create Involvement Garner Involvement Build Trusted Referrals Create Velocity Con%nuously Discover §  By making influencers aware of the problem we create opportunities for everyone to make a difference. In turn, we create a far more powerful and personal context for message distribution. Quite often this leads to ongoing advocacy and endorsement. §  Messages scale and disseminate more rapidly through social networks of connected peers than what ‘broadcast’ media might be able to achieve. Leverage this context much as possible. * If an influencer broadcasts to their network on your behalf it does not guarantee their community will advocate and support you. It is essential to provide a meaningful context for participation at every stage of the journey. Spend time exploring how to create relevance. Remember to be human. And ask people what they think… stephen@altitud3.com Twitter @Huxley

Garner Involvement Build Trusted ReferralsBuild Trusted Referrals Create Velocity Con%nuously Discover §  It is much easier to connect people to a problem or challenge through trusted influence and the referral of friends and peers. §  Leverage trusted influence as a proven and effective measure for building advocacy. Enable people to be ‘more involved’ if they want to and for communities to ‘decide how best to contribute’ §  Create shared ownership and give people a sense of responsibility that there participation, no matter how small, makes a difference §  Position your cause with a passion story – one which invokes a desire to get involved (as opposed to that of a big, impersonal charity people can’t identify with) * Support is actioned via many channels but galvanises under a common message and moral principles stephen@altitud3.com Twitter @Huxley

Garner Involvement Velocity & GroundswellBuild Trusted Referrals Create Velocity Con%nuously Discover §  By harnessing involvement via social networks we have an opportunity to connect people emo%onally to our objec%ve. Ul%mately this is about crea%ng op%ons for involvement §  It is important for messages to be endorsed at a personal level via friends and peers. This way involvement is legi%mized and transparent (as opposed to being coerced or purchased). This is a very important dis1nc1on to make. §  People who par%cipate will become champions of our message and direct conduits into their own social networks stephen@altitud3.com Twitter @Huxley

Garner Involvement Continuously DiscoverBuild Trusted Referrals Create Velocity Con0nuously Discover §  Implement social media monitoring tools to determine how (and based on what condi%ons) conversa%ons about your idea disseminate, observing sen%ment, aﬃnity, and inﬂuence §  Listening enables message op%misa%on and tac%cs at every stage of the journey §  Keep ‘connected’ individuals up-‐to-‐date with relevant informa%on and tools, empowering and monitoring message distribu%on stephen@altitud3.com Twitter @Huxley

Say hi! stephen@altitud3.com @Huxleystephen@altitud3.comTwitter @Huxley Image source: www.slideshare.net/ianstewartmtv

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Practical Movement Design by Stephen Johnson @Huxley

by Stephen Johnson on Sep 19, 2012

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