Community Conference 2011 - GOOD, Max Schorr

notes from the beginning of a communitywww.good.is / @good / facebook.com/goodinc

$ 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 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

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Community Conference 2011 - GOOD, Max Schorr

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