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Movements Begin Within: Mashable Social Good Conference
 

Movements Begin Within: Mashable Social Good Conference

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Geoff Livingston's presentation for the Mashable (Summer of) Social Good Conference on August 28, 2009. Discussed were two social media principles: Cause as it relates to them, and complete ...

Geoff Livingston's presentation for the Mashable (Summer of) Social Good Conference on August 28, 2009. Discussed were two social media principles: Cause as it relates to them, and complete integrated experience.

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    Movements Begin Within: Mashable Social Good Conference Movements Begin Within: Mashable Social Good Conference Presentation Transcript

    • 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