Community Conference 2011 - GOOD, Max Schorr
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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 / @good /
  • 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)-
  • global localpecha kucha, TEDx, likeminds,, 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 - @GOOD -