building movements: beyond emails, beyond campaigns, and beyond organizations

Building movements: beyond emails, beyond campaigns and beyond organizations

#13NTCmvmt

Rachel Weidinger @rachelannyes

Ivan Boothe @rootwork

(introducing the people in the room)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

What do we mean bybuilding movements?

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

1. Movements are bigger than one organization

Flickr user jvoves (Creative Commons)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

2. Rising movements benefit organizations

Flickr user waltstoneburner (Creative Commons)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

3.A zero-sum/

scarcity model hurts movements(and organizations)

Flickr user ra_o (Creative Commons)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

4. Online and offline are two modes of the same strategy

Download hi-res: atavist.com/stories/the-instigators

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

What it takes

A long-term focus

(hint: this means your wins are EPIC)

Flickr user vtveen (Creative Commons)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Network mappingWho else is part of this movement?

Graphic from “How to weave a tighter community,” WiserEarth.org blog, based on “Building Smart Communities Through Network Weaving”

by Valdis Krebs and June Holley

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Different organizations play different roles

citizen rebelchange agent reformer

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

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#13NTC — Building Movements — #13NTCmvmt

Talk to each other...or at least listen

to each other

movement!

solidarity!

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Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Big listening

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ons)

(hint: Beth Kanter has a whole wiki on listening dashboards)

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Situate your group aspart of something bigger

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Give up a little message controlGain a lot of social power

How taking this action gets us“line of sight”

closer to movement goals

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Don’t just connect people to you

Connect people to each other

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Upwell!

Big Team Ocean Big Listening Rachel Weidinger @rachelannyes

April 11, 2013

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Tweet! Follow and

#sharkinar

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OF1: Shark Week

OF2: Cathay

OF3: Livestrong

OF4: Livestrong

OF5: How Social

OF6: Vote4theOcean

OF7: Whitetip

OF8: Costa Rica

OF9: Jaws

OF20: Prop37

OF21: Political

OF22: Listener

OF 17: I Oyster NY (off the page. 8,701 social mentions)

OF19: Great White

OF 10 -16: Antarctic (OF13: off the chart. 6,922 social mentions)

OF18: Antarctic

Upwell&Campaign&and&Social&Men2on&Spikes&for&&Overfishing&and&Sustainable&Seafood&Conversa2ons&Aug&10ANov&12,&2012&

Forever Alone? Not going to get much mission done &&&&

1. @rdearborn works for me. She rather likes sharks.

Slide&3:&Example&2&of&situa4on&illustra4ng&ugly&with&humor&

2.

Tip: Use abundance as your frame.

Slide&6:&How&To&Solve&3&Tips:&#2&Tip: Make a basket for passion. &

Slide&7:&How&To&Solve&3&Tips:&#3&

Tip: Catch team interest Use it as mission fuel.

bethkanter.org/upwellEcampaign&

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 &

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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 &

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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 &

China Shark Fin Soup Ban

Shark Week NU-4

Cathay Pacific

Livestrong

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Summer 2012

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 &

Vote4the Ocean

Costa Rica Fin Ban

JAWS vs Sinatra

Antarctic (day 1 of 15)

NMS 40th & NYT Trawling

Antarctic Ocean (day 10) & I Oyster NY

How to Kill a Great White

Antartic (day 15)

Gangnam Style, CA MPAs,

Fish Tornado

Seamounts & Rooftops

NU-5

Cuomo Oysters NY

Pacific Bluefin the 96.4%

Big Blue Blogs

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&&

How can you give permission for an upwelling on *your* team?

<3, @upwell_us

the cards @rachelannyes

@upwell_us www.rachelweidinger.com/cards

•  transparency •  dynamic hub •  participatocracy •  evangelist support •  winner shares all •  amplify •  abundance •  griot

transparency

Openness builds trust. Illustrate ongoing reliability.

Set the default to open.

dynamic hub

Have a There There. Keep the community visible.

Spotlight good content. Create space for vibrant interactions.

participatocracy

To join a community, show up and help.

Be valued by bringing value.

evangelist support

Have a rabid fan base.

Amplify enthusiasm. Insider access fans the fire.

winner shares all

Fill a need with knowledge. Allow access to information.

Stand on a podium to increase impact across a sector.

amplify

Tell the good story. Tell it in a way it can be

remembered and passed on. Long now, long audience, big here.

abundance

We have everything we need. Get it in the right basket.

griot

Honor with documentation. Shine a light on the good stuff.

Story as vessel for value.

•  transparency •  dynamic hub •  participatocracy •  evangelist support •  winner shares all •  amplify •  abundance •  griot

the cards @rachelannyes

@upwell_us www.rachelweidinger.com/cards

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Thank you!

Rootwork.org

Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork

gplus.to/ivanb

#13NTC — Building Movements — #13NTCmvmt

Ivan Boothewww.Rootwork.orgTwitter: @rootwork

“Ocean,” by Walter Holstad archive.org/details/Ocean_81 (Creative Commons)

“Gentle Ocean,” recorded by Ronerberg archive.org/details/GentleOcean (Creative Commons)

“Wide, Wide is the Ocean,” by Jimmy Dickson, recorded by Stuart Eydmann archive.org/details/WideWideIsTheOcean (Creative Commons)

Rachel WeidingerRachelWeidinger.WikiSpaces.com

Upwell.usTwitter: @rachelannyes

MUSIC: