Building Movements: Beyond Emails, Campaigns, and Organizations

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Experiences gleaned from the Upwell pilot: thinking of issues as brands, going beyond orgs and campaigns, big listening, giving permission to evangelists, raising attention baselines.

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Building Movements: Beyond Emails, Campaigns, and Organizations

  1. 1. Big Team OceanBig ListeningRachel Weidinger@rachelannyesApril 11, 2013
  2. 2. 140,000120,000100,00080,00060,00040,00020,000
  3. 3. 140,000120,000100,00080,00060,00040,00020,000
  4. 4. #sharkinar Follow and Tweet!
  5. 5. 1,800,000 1,683,6701,600,0001,400,0001,200,0001,000,000 800,000 745,030 600,000 400,000 200,000 133,167 0 Shark Week 2010 Shark Week 2011 Shark Week 2012
  6. 6. Upwell Campaign and Social Mention Spikes for Overfishing and Sustainable Seafood Conversations Aug 10-Nov 12, 20126000 OF1: OF 17: Shark Week I Oyster NY OF9: (off the page. 8,701 OF2: Cathay Jaws social mentions) OF6:5000 Vote4theOcean OF18: OF19: OF3: Livestrong Antarctic Great White OF8: OF5: Costa Rica OF20: How4000 Prop37 Social OF21: OF4: Livestrong Political OF7: Whitetip3000 OF22: Listener OF 10 -16: Antarctic2000 (OF13: off the chart. 6,922 social mentions)1000 0 8/10 8/12 8/14 8/16 8/18 8/20 8/22 8/24 8/26 8/28 8/30 9/11 9/13 9/15 9/17 9/19 9/21 9/23 9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25 10/27 10/29 10/31 11/2 11/4 11/6 11/8 11/10 11/12 9/1 9/3 9/5 9/7 9/9
  7. 7. Forever Alone?Not going toget muchmission done
  8. 8. 1. @rdearborn worksfor me.She rather likessharks.
  9. 9. Slide 3: Example 2 of situation illustrating ugly with humor 2.
  10. 10. Tip:Use abundance as your frame.
  11. 11. Slide 6: How To Solve 3 Tips: #2 Tip: Make a basket for passion.
  12. 12. Slide 7: How To Solve 3 Tips: #3Tip:Catch team interestUse it as mission fuel.
  13. 13. Big Listening
  14. 14. Identify Opportunities
  15. 15. Package Content
  16. 16. Distributed Network
  17. 17. Measure Impact
  18. 18. Improve Practice& Share
  19. 19. bethkanter.org/upwell-campaign
  20. 20. The Overfishing Conversation Winter 2011Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012140001200010000 8000 NU-1 6000 NU-2 4000 2000 0 Oct-11 Nov-11 Dec-11 Jan-12 Baseline Spike Threshold Mean +1 STDEV OF verfishing O
  21. 21. The Overfishing Conversation Spring 2012Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 14000 12000 NU-3 10000 8000 6000 4000 2000 0 Feb-12 Mar-12 Apr-12 May-12 Baseline Mean +1 STDEV Spike Threshold OF verfishing O
  22. 22. The Overfishing ConversationUpwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 Summer 2012140001200010000 China Shark Fin Soup Ban 8000 Cathay Pacific 6000 Shark Week NU-4 Livestrong 4000 2000 0 Jun-12 Jul-12 Aug-12 Sep-12 Baseline Spike Threshold Mean +1 STDEV Overfishing OF
  23. 23. The Overfishing Conversation Winter 2012Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 Gangnam Style, CA MPAs, Fish Tornado 14000 12000 Antarctic Ocean (day 10) & I Oyster NY Pacific Bluefin the 96.4% 10000 NMS 40th & NYT Trawling NU-5 8000 Vote4the How to Kill Seamounts Cuomo Ocean JAWS vs a Great White Oysters NY & Rooftops Sinatra Costa Rica Big Blue 6000 Fin Ban Blogs 4000 2000 Antarctic Antartic (day 1 of 15) (day 15) 0 Oct-12 Nov-12 Dec-12 Jan-13 Baseline Spike Threshold Mean +1 STDEV OFOverfishing
  24. 24. The Overfishing Conversation Winter 2011Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012140001200010000 8000 NU-1 6000 NU-2 4000 2000 0 Oct-11 Nov-11 Dec-11 Jan-12 Baseline Spike Threshold Mean +1 STDEV OF verfishing O
  25. 25. How can you givepermissionfor an upwellingon *your* team? <3, @upwell_us

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