Community Conference 2011 - GOOD, Max Schorr

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Community Conference 2011 - GOOD, Max Schorr

  1. 1. notes from the beginning of a communitywww.good.is / @good / facebook.com/goodinc
  2. 2. Why?
  3. 3. $ meaning
  4. 4. $ meaning fun
  5. 5. $ meaning fun = broken world
  6. 6. The 100 year project
  7. 7. funGOOD = meaning $
  8. 8. the community is the brand
  9. 9. Issue 006: design as problem solving
  10. 10. What is socially conscious media?entertaining relevant
  11. 11. idealismpragmatism action = impact
  12. 12. “We can have both in Copenhagen.” - Frank Jensen
  13. 13. Selfish AltruisticGood for Me Good for world
  14. 14. Selfish AltruismGood for Me and World
  15. 15. Common SenseGood for Me and World
  16. 16. GOOD Metrics profit *____ *2011harm social impact *2008 loss
  17. 17. GOOD = powering what worksaligning individuals and business with society
  18. 18. individualcommunity
  19. 19. community
  20. 20. Latin roots of Community “com” = with / together “munus” = gift / service …Give together, Serve with…
  21. 21. Reciprocal ValueCreating & Exchanging Shared Value
  22. 22. GOOD December- Pop-up community center in NY (2008) & LA (2009)- http://www.youtube.com/watch?v=rtj-CEGOfew
  23. 23. global localpecha kucha, TEDx, likeminds, 350.org, parking day, the internet
  24. 24. GOOD localnewsletter + collaborative action + community events
  25. 25. authenticity scale
  26. 26. Copenhagen?
  27. 27. three legged media• Concept > MISSION <• Circulation > COMMUNITY <• Advertising > ACTION <
  28. 28. Concept / contentIdentify the problem: ‘do-gooder is a pejorative term. It is not cool to do good’Try a solution: ‘rebrand good. give good teeth and cultural appeal’
  29. 29. Circulation / audience / community Identify the problem: ‘direct mail is off brand. we cannot afford $42 per subscriber’ Try a solution: ‘choose 12 of our favorite non-profits; give 100% of $20 subscription fee’
  30. 30. CommunityIdentify the problem: ‘Choose Good Campaign is not catching on’Try a solution: ‘host events in target cities and offer free drinks for subscribers’= 50k subscribers, built real community, embodied missionraised $1 million, saved over $1 million
  31. 31. Google distribution Grow by being useful*Hire coders, get schools to train more coders
  32. 32. Facebook distribution Grow by being social
  33. 33. Print as Mobile?
  34. 34. AdvertisingIdentify the problem: ‘advertising is adversarial’Try a solution: ‘help businesses do well by doing good. align business strategy with social impact’
  35. 35. 1=3
  36. 36. $1 of advertising --> $1 of engagement $1 of employee motivation $1 of social impact
  37. 37. Design a livable street
  38. 38. 1. alliance of ENDS and MEANS -> every step with integrity2. alignment of business and community -> the community is the brand3. it will never be better than it is now -> with love
  39. 39. Authenticity(do what you think is right, not what you are supposed to do)-Transparency(do people/media/employees love you more when they know more)-Creativity (solving problems in original and practical ways)-Utility(business results and social impact)-Love (is your team putting heart into it? do you love it?)
  40. 40. - Understand the needs and use cases of your community.- Be a part of your community authentically.- Make the communityʼs success your success, your focus.- Design to enable trust, let people share your story & champion your success.- The community is the brand. The brand is the community, a living thing.
  41. 41. Thank youwww.good.is - @GOOD - facebook.com/goodinc

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