the story of stuff: how an environmental campaigner to new media mogul

Annie Leonard & Christina M. Samala

April 5, 2012 @ NTC NTEN

From Environmental Campaigner

to New Media Mogul#12NTCstuff

•Create clear and compelling messages

•Engage a broad audience through viral marketing

•Listen to your audience

Hello, world.

Create clear andcompelling messages

We want a paradigm shift in the materials economy that transforms our current systems of production and consumption in order to create a more fair and just economy that serves ecological sustainability and social well being.

Our world is obsessed with stuff and the system is in crisis.

We’re trashing the planet.We’re trashing each other.And we’re not even having fun.

Clear and compellingmessages online

•Turn dense media into social media

•Smaller, simpler messages travel further faster

•Leave room for adaptation and improvisation

•Make it easy to participate

Engage a broad audience

Engaging a broad audience online

• Standard social norms and rules apply (think: reciprocity and the Golden Rule)

• Know where the periphery is. Keep finding it, keep expanding it.

• The core builds strength

• The periphery builds size

Listen Louder

Talk WITH Your People(not at them)

Listen to ALL the feedback,not just the good kind

• Create clear and compelling messages

• Engage a broad audience

• LISTEN

Thanks!

www.storyofstuff.org