We need to use our BRAND AMBASSADORSSo they can get some VIRAL BUZZ and ourCOMMUNITY INFLUENCERS can EVANGELIZEthe PRODUCT SEEDING and create someSOCIAL MEDIA about it. Then we’ll TWEETabout it and update our FACEBOOK statusas we check in on FOURSQUARE.
"Everywhere I go I ask what is itthat drew you to our organization?...What I hear all the time is yourcommunication of the issue.Its so powerful, so full of hope.” — Rob Morris
"Now other people are tellingher story which really is powerful." — Rob Morris
“All the band members had 146 patches on... They dedicated a songto the girls of Love146. The girls started screaming and chanting 146 -and then everybody started chanting 146. Her story is still being told." — Rob Morris
• Over 1M visits to website from almost every country in the world• Facebook: Almost 20,000 “members”• 22,150 Twitter followers• 300+ user-submitted videos related to Love146 in past year on youtube
Channeling Passion into Action: Task Forces • Since launching in November - 160 task forces have formed • Over 1,500 members have joined 146taskforce.org - place to share ideas, encouragement, photos, actions/initiatives • In US, China, Bahrain, UK, Ireland, Australia • Faith based groups, High schools/Universities, Community groups • 100 events organized already this year • Passed “Safe Harbor” law in CT; now in 5 other states
A movement is not a Spasm of Passion… We need aCollective Shout! — Rob Morris
Part One:Movements empowerPeople with Knowledge.
The SituationThe National Center for Family Literacy and Verizon’sThinkfinity Community wanted to engage families andeducators in learning that would broaden their reachand have the potential to be a game-changer in literacyimprovement efforts.
The Mission• Help NFCL foster a community of families and educators who are passionate about inspiring kids to learn.• Create an online resource that would be a tool to ignite a new conversation around literacy.• Provide fresh and relevant content that engages a variety of audiences and works within the reality of modern family life.• Inspire a year-round, two-way conversation with families and educators.• Target kids and families during the summer months.
The Challenges• Lack of fresh and relevant content.• Content lacked diversity to engage a variety of audiences and work with the reality of families’ lives.• Parents and educators needed a free and easy way to inspire children.• Literacy and education efforts slacked during the summer months.
Re-framing the conversationaround literacy began witha simple idea – start withcuriosity and learning, andliteracy will follow. Ratherthan build a website abouthow to encourage literacy,a place that nurtured thesense of wonder insideeveryone.
• Parents believe they are their child’s best teacher.• Parents look at life as their “daily classroom.”• There is an abundance of “learning resources” out there, but people don’t have time to research and implement them.• Can’t afford tutors, after-school services or special classes.
The OpportunityBuild an online community that families and educatorscould enjoy together.Start with curiosity and literacy would follow.Develop content strategy around the“Wonder of the Day.”
• In its first month, Wonderopolis attracted over 18,500 visitors.• Between January-August, 2011, the number of monthly unique visitors grew by 670%.• No money was spent on a marketing effort, and growth was fueled entirely by people talking about and sharing Wonderopolis organically.• The number of Wonderopolis Facebook and Twitter followers has steadily grown since launch, averaging 150 and 141 new fans each month, respectively.
• Wonderopolis has enjoyed numerous (unsolicited) favorable reviews in 100+ online publications and blogs.• Recently, Time Magazine named Wonderopolis one of 2011’s “50 Best Websites.” • EducationWorld.com gave Wonderopolis 5 stars for its high-quality information and ability to bring fun into the classroom.