This document proposes a social media platform called WeHonorAll that aims to create purposeful connectedness among Americans by rallying new and existing users through shared challenges. Specifically, it suggests recognizing all 1.5 million active-duty US service members on Veteran's Day through participatory tweets or posts to honor their service. It argues this could induce user participation, target specific demographics, and create social good, while also generating media attention through an inclusive, participatory, and real-time shared experience on the platform.

1. WeHonorAll
Concerted Challenges that Leverage Inclusiveness

2. Purposeful Connection
How can social media help create purposeful
connectedness for Americans domestically?

3. Core Concepts
What: A platform to rally new and existing
users through a shared challenge to
connect for a purpose
Why: Induce Trial
Target specific demographics
Create a social good
Examples: A tweet for every veteran
A tweet for every breast cancer survivor
A tweet for each product GAP sells

4. Use Case of WeHonorAll
Honoring Cpl Bob Smith
from ME for serving
America #WeHonorAll
Recognize all 1.5M active‐ Shared Experience
duty service members in Real‐Time
America’s first participatory One‐to‐One
holiday on Veteran’s Day. Inclusive

5. Demo

6. Media Attention
11/11/11

7. Social Good
“ Less than 1% of the population is
“
doing 100% of the Fighting.
Nothing is asked of us in any
fashion.
Tom Brokaw
January 27, 2011

8. WeHonorAll
Concerted Challenges that Leverage Inclusiveness

9. Framework
Life Partner
WeHonorAll
Friend
In+macy
Collec/ve Ac/on
Colleague
Acquaintance
One‐to‐One
chatroule3e
None
Symmetric Asymmetric
Connectedness

10. Latent Demand
Chris Anderson (2006), The Long Tail