<ul><li>George Weiner  (@georgecaweiner) DoSomething.org </li></ul><ul><li>Laura Cochran  (@wplauracochran) Gannett </li><...
When it comes to online engagement for offline social good, how much do traditional notions of the Ladder of Engagement st...
My Story Me, volunteering. (Alcatraz Historic Gardens)
Apply emerging technology to create a more efficient and sustainable marketplace for volunteer engagement. My Story Volunt...
My Story
“ Social Good” at Google 2006 2011
Online Social Actions Chaos
The Ladder Source: Wiser Earth
The Ladder Source: Beth Kanter
The Ladder Source: Site Logic
Why Not?
 
Do Something Who We Are  <ul><li>Largest national organizations for young people and social change </li></ul><ul><ul><li>W...
Action
Engagement
Outreach <ul><li>1. TV + Radio </li></ul><ul><ul><li>:30 Public Service Announcements with celebrity spokespersons </li></...
Teens For Jeans
Partners
 
 
Find Your Team
Feed It
Audience First: How We Engage Technology Activation -> Motivation -> Selection -> Engagement     Events Emotion Direct Giv...
The Indianapolis Star
 
 
 
 
My name’s Tom. A little about me: Then: Founded non-profits in high school and university CEO Vibewire Youth Inc 2000-2008...
The new medium could be “the most wonderful communications system imaginable, a gigantic system of channels… capable not o...
<ul><li>Users of this technology could “leap around the world and wipe out for all time the age-old barriers of race and l...
 
Potted history of my online organizing 2000/1:
<ul><li>2002: </li></ul>
<ul><li>2004: </li></ul>
<ul><li>2008/9: </li></ul>
<ul><li>2010: </li></ul>
Ladder of Engagement… How many rungs? What’s our goal? <ul><li>Does it require: </li></ul><ul><li>Intentionality? </li></u...
From  The Networked Nonprofit  by Beth Kanter and Alison Fine.
Relationships
 
Cancer Knowledge Baseline  Follow-up Intervention-targeted  knowledge (% correct) Control Re-Mission 55 60 65 70 Self-Effi...
<ul><ul><ul><li>The online rewards program for teens  powered by physical activity  </li></ul></ul></ul><ul><ul><ul><li>KE...
 
 
Instigator/Changemaker
<ul><li>Online Engagement = Games You Can Play </li></ul><ul><li>Goal = Creating changemakers  </li></ul><ul><li>(knowledg...
 
 
Instigator/Changemaker
<ul><li>Online Engagement = Games You Can Play </li></ul><ul><li>Goal = Creating changemakers  </li></ul><ul><li>(knowledg...
<ul><li>George Weiner  (@georgecaweiner) DoSomething.org </li></ul><ul><li>Laura Cochran  (@wplauracochran) Gannett </li><...
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How Many Rungs?: Social Change and the Engagement Ladder

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When it comes to giving, slacktivism versus “real” engagement is a false dichotomy. Critics need to get used to the idea that we live in a time of innovative new ways for people to get involved – including things that might not have qualified as “volunteering” or “donating” once upon a time. In volunteering, particularly, there are still many questions about how these new forms of online helping actually relate to traditional engagement.

Does the ladder of engagement, which seeks to move folks in an orderly fashion from bystanders to committed movement leaders, still make sense in a crowd-sourced, free-agent, sharing-enabled, microvolunteering world?

Not only are the rungs becoming blurry, it may be that “ladder” is the wrong metaphor completely.

At the 2011 SXSW conference in Austin, panel moderator Robert Rosenthal from the popular volunteer network VolunteerMatch (www.volunteermatch.org) discussed this with four technologists who are also creating innovative tools to engage audiences in social good.

How can their tools live beside other innovative, non-technical forms of volunteering -- such as pro bono and skilled models? What are the right business models for social enterprises that are involved in these technologies?

Most importantly, how can SXSW audience members make sense of these emerging technologies so their own online social change campaigns can be as engaging as possible?

With:

George Weiner, DoSomething

Laura Cochran, Gannett

Patty Huber, Groupon.com

Tom Dawkins, HopeLab & StartSomeGood.com

Published in: Technology, Education
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  • There's a great recap of this panel by @rebeccacaroe at:

    http://creativeagencysecrets.com/2011/03/12/how-many-rungs/
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How Many Rungs?: Social Change and the Engagement Ladder

  1. 1. <ul><li>George Weiner (@georgecaweiner) DoSomething.org </li></ul><ul><li>Laura Cochran (@wplauracochran) Gannett </li></ul><ul><li>Patty Huber (@Patty360) Groupon.com </li></ul><ul><li>Tom Dawkins (@tomjd) HopeLab & StartSomeGood </li></ul><ul><li>Moderator: </li></ul><ul><li>Robert J. Rosenthal (@VolMatch) VolunteerMatch.org </li></ul>How Many Rungs? Social Change & the Engagement Ladder SXSW 2011 | #HowManyRungs #SXSWi
  2. 2. When it comes to online engagement for offline social good, how much do traditional notions of the Ladder of Engagement still apply? Three Big Questions: With so many options, what are the key things you should keep in mind if you’re planning to deploy an online campaign to engage audiences in social good? How do you balance business needs with your desire for social impact?
  3. 3. My Story Me, volunteering. (Alcatraz Historic Gardens)
  4. 4. Apply emerging technology to create a more efficient and sustainable marketplace for volunteer engagement. My Story Volunteer Match Volunteer Shopping Jobs Travel Services Volunteering
  5. 5. My Story
  6. 6. “ Social Good” at Google 2006 2011
  7. 7. Online Social Actions Chaos
  8. 8. The Ladder Source: Wiser Earth
  9. 9. The Ladder Source: Beth Kanter
  10. 10. The Ladder Source: Site Logic
  11. 11. Why Not?
  12. 13. Do Something Who We Are <ul><li>Largest national organizations for young people and social change </li></ul><ul><ul><li>We believe young people have the power to make a difference right now </li></ul></ul><ul><li>Our 3 Rules: </li></ul><ul><ul><li>No Money – We never fundraise from young people </li></ul></ul><ul><ul><li>No Car – We go where they already are </li></ul></ul><ul><ul><li>No Adults – We never require a parent, teacher or mentor </li></ul></ul>
  13. 14. Action
  14. 15. Engagement
  15. 16. Outreach <ul><li>1. TV + Radio </li></ul><ul><ul><li>:30 Public Service Announcements with celebrity spokespersons </li></ul></ul><ul><ul><li>Audio PSA airs on ClearChannel radio stations </li></ul></ul><ul><li>2. Mobile </li></ul><ul><ul><li>Text DoSomething to 30644 for campaign updates </li></ul></ul><ul><ul><li>Cha Cha advertising </li></ul></ul><ul><li>3. Entertainment </li></ul><ul><ul><li>Outreach for PSA play in movie theaters, theme parks, and fast food restaurants </li></ul></ul><ul><li>4. School-Based </li></ul><ul><ul><li>2000+ Do Something Clubs </li></ul></ul><ul><li>5. Aggressive PR Campaign </li></ul><ul><ul><li>Estimated 50 MM media impressions </li></ul></ul><ul><li>6. Website + Social Media </li></ul><ul><ul><ul><li>600k unique/month </li></ul></ul></ul><ul><ul><ul><li>130k Facebook, 380k Twitter </li></ul></ul></ul><ul><li>7. Email </li></ul>
  16. 17. Teens For Jeans
  17. 18. Partners
  18. 21. Find Your Team
  19. 22. Feed It
  20. 23. Audience First: How We Engage Technology Activation -> Motivation -> Selection -> Engagement     Events Emotion Direct Giving Ease of Entry     Experience Faith &quot;Well Lit&quot; Experiential     Trauma Connection Sustaining Technology     Religion Intelligence Results Driven Social     Family/Upbringing         Exposure            
  21. 24. The Indianapolis Star
  22. 29. My name’s Tom. A little about me: Then: Founded non-profits in high school and university CEO Vibewire Youth Inc 2000-2008 Social Media Director Ashoka 2008-2010 Now: Manager of Emerging Media HopeLab Co-founder StartSomeGood Hi!
  23. 30. The new medium could be “the most wonderful communications system imaginable, a gigantic system of channels… capable not only of transmitting but receiving, not of isolating the user but connecting them.”
  24. 31. <ul><li>Users of this technology could “leap around the world and wipe out for all time the age-old barriers of race and language and distance.” </li></ul>Government would become “a living thing to its citizens”, creating “a new kind of statesman and a new kind of voter.”
  25. 33. Potted history of my online organizing 2000/1:
  26. 34. <ul><li>2002: </li></ul>
  27. 35. <ul><li>2004: </li></ul>
  28. 36. <ul><li>2008/9: </li></ul>
  29. 37. <ul><li>2010: </li></ul>
  30. 38. Ladder of Engagement… How many rungs? What’s our goal? <ul><li>Does it require: </li></ul><ul><li>Intentionality? </li></ul><ul><li>Consistency? </li></ul><ul><li>Progression? </li></ul>
  31. 39. From The Networked Nonprofit by Beth Kanter and Alison Fine.
  32. 40. Relationships
  33. 42. Cancer Knowledge Baseline Follow-up Intervention-targeted knowledge (% correct) Control Re-Mission 55 60 65 70 Self-Efficacy Cancer-specific self-efficacy (1-7 scale) 5.6 5.8 6.0 6.2 Baseline Follow-up Control Re-Mission p = .034 p = .027 Kato, P.M., Cole, S.W., Bradlyn, A.S., Pollock, B.H. (2008). A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial. Pediatrics, 122: e305-e317. RESEARCH RE-MISSION WORKS
  34. 43. <ul><ul><ul><li>The online rewards program for teens powered by physical activity </li></ul></ul></ul><ul><ul><ul><li>KEY FEATURES </li></ul></ul></ul><ul><ul><li>Website: rewards, self-selected incentives </li></ul></ul><ul><ul><li>Activity meter: optimized measurements </li></ul></ul><ul><ul><ul><li>SUPPORTING TRENDS </li></ul></ul></ul><ul><ul><li>Lifestyle tracking </li></ul></ul><ul><ul><li>Social gaming </li></ul></ul><ul><ul><li>Virtual economies </li></ul></ul><ul><ul><li>Customer reward programs </li></ul></ul>
  35. 46. Instigator/Changemaker
  36. 47. <ul><li>Online Engagement = Games You Can Play </li></ul><ul><li>Goal = Creating changemakers </li></ul><ul><li>(knowledge, understanding, connections, self-efficacy) </li></ul>
  37. 50. Instigator/Changemaker
  38. 51. <ul><li>Online Engagement = Games You Can Play </li></ul><ul><li>Goal = Creating changemakers </li></ul><ul><li>(knowledge, understanding, connections, self-efficacy) </li></ul>
  39. 52. <ul><li>George Weiner (@georgecaweiner) DoSomething.org </li></ul><ul><li>Laura Cochran (@wplauracochran) Gannett </li></ul><ul><li>Patty Huber (@Patty360) Groupon.com </li></ul><ul><li>Tom Dawkins (@tomjd) HopeLab & StartSomeGood </li></ul><ul><li>Moderator: </li></ul><ul><li>Robert J. Rosenthal (@VolMatch) VolunteerMatch.org </li></ul>Do Some Good! How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
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