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Community Conference 2011 - GOOD, Max Schorr

Community Conference 2011 - GOOD, Max Schorr






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    Community Conference 2011 - GOOD, Max Schorr Community Conference 2011 - GOOD, Max Schorr Presentation Transcript

    • notes from the beginning of a communitywww.good.is / @good / facebook.com/goodinc
    • Why?
    • $ meaning
    • $ meaning fun
    • $ meaning fun = broken world
    • The 100 year project
    • funGOOD = meaning $
    • the community is the brand
    • Issue 006: design as problem solving
    • What is socially conscious media?entertaining relevant
    • idealismpragmatism action = impact
    • “We can have both in Copenhagen.” - Frank Jensen
    • Selfish AltruisticGood for Me Good for world
    • Selfish AltruismGood for Me and World
    • Common SenseGood for Me and World
    • GOOD Metrics profit *____ *2011harm social impact *2008 loss
    • GOOD = powering what worksaligning individuals and business with society
    • individualcommunity
    • community
    • Latin roots of Community “com” = with / together “munus” = gift / service …Give together, Serve with…
    • Reciprocal ValueCreating & Exchanging Shared Value
    • GOOD December- Pop-up community center in NY (2008) & LA (2009)- http://www.youtube.com/watch?v=rtj-CEGOfew
    • global localpecha kucha, TEDx, likeminds, 350.org, parking day, the internet
    • GOOD localnewsletter + collaborative action + community events
    • authenticity scale
    • Copenhagen?
    • three legged media• Concept > MISSION <• Circulation > COMMUNITY <• Advertising > ACTION <
    • 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’
    • 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’
    • 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
    • Google distribution Grow by being useful*Hire coders, get schools to train more coders
    • Facebook distribution Grow by being social
    • Print as Mobile?
    • AdvertisingIdentify the problem: ‘advertising is adversarial’Try a solution: ‘help businesses do well by doing good. align business strategy with social impact’
    • 1=3
    • $1 of advertising --> $1 of engagement $1 of employee motivation $1 of social impact
    • Design a livable street
    • 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
    • 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?)
    • - 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.
    • Thank youwww.good.is - @GOOD - facebook.com/goodinc