Weʼre here to create
something great
Product design as a theory of change




       Joe Edelman — Citizen Logistics, Inc....
QUESTIONS
What do we want?
Whatʼs missing?
ACTION AND
COMMUNITY
  AT SCALE
Three Ways
to Drive Action
EMAIL
CONVERSIONfunnel)
        (pic of
FUNNELS
Field Organizing
Social Media
Emails → Virtual Actions
                 Conversion Funnel




                       ?
Social Media                     ...
EMAIL
CONVERSIONfunnel)
        (pic of
FUNNELS
Pro
Good metrics • Tight control of messaging
Field Organizing

Pro
• real relationships
• real-world action
• increasing engagement
• more likely to bring in big
  mon...
Field Organizing




Pro
• sometimes good metrics • can be viral
Emails → Virtual Actions
                 Conversion Funnel




                       ?
Social Media                     ...
Saul Alinsky


COMMUNITY ORGANIZING
Emails → Virtual Actions
                 Conversion Funnel




                       ?
Social Media                     ...
Emails → Virtual Actions
                 Conversion Funnel




                 GROUNDCREW


Social Media                ...
ACTION AND
COMMUNITY
  AT SCALE
What do we want?
Whatʼs missing?
Whatʼs
unnecessary?
⊘
Spreadsheets
⊘CRM
Listings
⊘
Tracking
 across
Facebook
 Twitter
  Email
  SMS
⊘
Manually Tracking
where people are
⊘
Manually Tracking
   schedules
people
 location
availability
  action
people
location
availability
action
++++
Whatʼs
unnecessary?
What could be fun?
Make it
one-click
Visualize progress
Track utopian
   metrics
how many people...
• show up
• meet others
• become friends
• enjoy themselves
• become leaders
What could be fun?
What do we want?

Whatʼs unnecessary?

What could be fun?
Who deserves some
power?
(pic of funnel)


EMAIL CONVERSION
     FUNNELS
FIELD
ORGANIZING
Who deserves some
power?
How can people
build on this?
Technology                                                                CEML
                                           ...
How can people
build on this?
QUESTIONS
What do we want?

Whatʼs unnecessary?

What could be fun?

Who deserves some power?

How can people build on this?
Emails → Virtual Actions
                 Conversion Funnel




                 GROUNDCREW


Social Media                ...
Weʼre here to create
something great
Product design as a theory of change




       Joe Edelman — Citizen Logistics, Inc....
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
We're Here to Create Something Great:  5 Questions That Will Help
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We're Here to Create Something Great: 5 Questions That Will Help

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  • How many are developers? Political organizers? I will unite you. Because we’re all working to create some kind of social effect, and that’s what this is about.


  • internet has given us big scales

    virtual actions?

    no. massive community. people in the streets. real-world action at scale.

  • Advantages to this

    to sign up

    to recruit

    to bring people into the fold

    Good metrics
    - who opens it,
    who reads it,
    etc

    Tight control of messaging
    Con
    Increasing disengagement • less likely to bring in big money • requires copy, design, quantitative skills
  • walkie talkies and spreadsheets
    lousy data

    • requires social, community
    building, coordinative skills

    Pro
    • real relationships
    • real-world action
    • requires social, community
    building, coordinative skills
  • Pro
    • sometimes good metrics • can be viral
    Con
    • weak relationships • requires social media skills
  • go thru all three










  • what are the most complicated, pain in the ass parts of field organizing? of crm?





  • * what we came up with

    * to basics

    * got rid of all that stuff










  • even simpler

    action & people


  • a few techniques we use for that

    our field is about engaging people & making good use of them

    it’s a challenge... it could be fun

    but the day to is in the dark

    -> causing positive experiences



  • pipeline...






















  • We're Here to Create Something Great: 5 Questions That Will Help

    1. Weʼre here to create something great Product design as a theory of change Joe Edelman — Citizen Logistics, Inc. — #pdf10
    2. QUESTIONS
    3. What do we want? Whatʼs missing?
    4. ACTION AND COMMUNITY AT SCALE
    5. Three Ways to Drive Action
    6. EMAIL CONVERSIONfunnel) (pic of FUNNELS
    7. Field Organizing
    8. Social Media
    9. Emails → Virtual Actions Conversion Funnel ? Social Media Walkie-talkie Field Organizing
    10. EMAIL CONVERSIONfunnel) (pic of FUNNELS Pro Good metrics • Tight control of messaging
    11. Field Organizing Pro • real relationships • real-world action • increasing engagement • more likely to bring in big money
    12. Field Organizing Pro • sometimes good metrics • can be viral
    13. Emails → Virtual Actions Conversion Funnel ? Social Media Walkie-talkie Field Organizing
    14. Saul Alinsky COMMUNITY ORGANIZING
    15. Emails → Virtual Actions Conversion Funnel ? Social Media Walkie-talkie Field Organizing
    16. Emails → Virtual Actions Conversion Funnel GROUNDCREW Social Media Walkie-talkie Field Organizing
    17. ACTION AND COMMUNITY AT SCALE
    18. What do we want? Whatʼs missing?
    19. Whatʼs unnecessary?
    20. ⊘ Spreadsheets
    21. ⊘CRM Listings
    22. ⊘ Tracking across Facebook Twitter Email SMS
    23. ⊘ Manually Tracking where people are
    24. ⊘ Manually Tracking schedules
    25. people location availability action
    26. people
    27. location
    28. availability
    29. action
    30. ++++
    31. Whatʼs unnecessary?
    32. What could be fun?
    33. Make it one-click
    34. Visualize progress
    35. Track utopian metrics
    36. how many people... • show up • meet others • become friends • enjoy themselves • become leaders
    37. What could be fun?
    38. What do we want? Whatʼs unnecessary? What could be fun?
    39. Who deserves some power?
    40. (pic of funnel) EMAIL CONVERSION FUNNELS
    41. FIELD ORGANIZING
    42. Who deserves some power?
    43. How can people build on this?
    44. Technology CEML Server Realtime iPhone Realtime Web Ecosystem Building Abstract Data Powerful, Event Open Source SMS / Model CMS / Social Documented Coordination Clients with Messaging Plugins Strategy for API Language Plugins Plugins API Buy-In Trade Secrets Scalability HYDRA PICARD Actor- Redis for Ruby & custom cross-platform Real HTML5 based speed JavaScript streaming realtime WebSockets Servers database on coordination (like (like for most or polling (like Twitter!) (like AppJet!) Redis engine Erlang!) GitHub!) devs
    45. How can people build on this?
    46. QUESTIONS
    47. What do we want? Whatʼs unnecessary? What could be fun? Who deserves some power? How can people build on this?
    48. Emails → Virtual Actions Conversion Funnel GROUNDCREW Social Media Walkie-talkie Field Organizing
    49. Weʼre here to create something great Product design as a theory of change Joe Edelman — Citizen Logistics, Inc. — #pdf10

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