Creating a MovementJeff Schaeffler / Director of Strategy / Cossette
September 23 / 2010
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@JSchaeffler
move·ment
move·ment
trend - a series of organized activities working toward an objective.
BIG move·ment
small move·ment
REALLY supportive
It’s Good supportive
how do you create a move·ment?
1.
define one big idea
simple
2.
get people to care
2.a
association
2.b
self interest
2.c
identity
consider what is happening around
them
3.
identify people to start the movement
“We are experiencing the beginning of a new era of culture,
created bottom up by the many, not top down by the few.
Active consumers are different. If they aren't involved, they aren't interested.”
4.
ignite the movement
give people something to talk
about
provide more and more reasons to talk about your
brand
5.
measure + adapt
measurement tools
Starting a MovementSummary
a credible idea makes people
believe
an emotional idea gets people to
care
the right story can get people to act
the end.
@JSchaeffler
Creating a MovementJeff Schaeffler / Director of Strategy / Cossette
September 23 / 2010