Movements Begin Within: Mashable Social Good Conference

Movements Begin WithinCreated for Mashable Social Good Conference by Geoff Livingston

Shiny Object Syndrome

Yay! Silo It!

Single Track Tool Mentality Doesn’t Match Stakeholder Experience

Stakeholder Experience Revolves Around Two Things
Cause As It Relates to Them
Complete Integrated Experience

@ChildFund Example: Never Forget Why People Care!

Movements: Cool Tool, Yet…
People care about causes
The cause inevitably impacts them, relating to some sort of life experience
Compelling organizations understand it really is the cause, and then their approach
Tools serve to share the cause, involve people (Goodwill Fashionista, @livestrong)
Stakeholder use surpasses tool or action

Experience Example: Humane Society

Integration Creates Opportunity
Outbound
Email
Loyalist activities
Events/Meet-ups
Direct mail
Campaigns
Identity, donations, volunteering, activism, loyalty, growth
Inbound
More information
Participation invites
Feedback loops
Harness group intelligence, activity (PM)
User gen. content
Fluid cause enterprise
Socialprise

Call to Action!

Creative Commons Images
Shiny Object Syndrome by Johnny Goldstein, http://www.flickr.com/photos/jonnygoldstein/3381829829/
Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/
Ceiling Colors by Rana, http://www.flickr.com/photos/ranna/343610310/
Complete Integrated Experience: Abstract Again by gilgonohttp://www.flickr.com/photos/gilgongo/290918451/
ChildFund: Faith Smiling by ChildFundNew Zealand, http://www.flickr.com/photos/childfund_nz/3617408507/
Call to Action by Brick Marketing Consulting, http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg

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Movements Begin Within: Mashable Social Good Conference

by Geoff Livingston on Aug 27, 2009

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Movements Begin Within: Mashable Social Good Conference — Presentation Transcript