Geoff Livingston's presentation for the Mashable (Summer of) Social Good Conference on August 28, 2009. Discussed were two social media principles: Cause as it relates to them, and complete integrated experience.
Single Track Tool Mentality Doesn’t Match Stakeholder Experience<br />
Stakeholder Experience Revolves Around Two Things<br />Cause As It Relates to Them<br />Complete Integrated Experience<br />
@ChildFund Example: Never Forget Why People Care!<br />
Movements: Cool Tool, Yet…<br />People care about causes<br />The cause inevitably impacts them, relating to some sort of life experience<br />Compelling organizations understand it really is the cause, and then their approach<br />Tools serve to share the cause, involve people (Goodwill Fashionista, @livestrong)<br />Stakeholder use surpasses tool or action<br />
Creative Commons Images<br />Shiny Object Syndrome by Johnny Goldstein, http://www.flickr.com/photos/jonnygoldstein/3381829829/<br />Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/<br />Ceiling Colors by Rana, http://www.flickr.com/photos/ranna/343610310/<br />Complete Integrated Experience: Abstract Again by gilgonohttp://www.flickr.com/photos/gilgongo/290918451/<br />ChildFund: Faith Smiling by ChildFundNew Zealand, http://www.flickr.com/photos/childfund_nz/3617408507/<br />Call to Action by Brick Marketing Consulting, http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg<br />