Movements Begin WithinCreated for Mashable Social Good Conference by
Geoff Livingston
Shiny Object Syndrome
Yay! Silo It!
Single Track Tool Mentality Doesn’t Match Stakeholder Experience
Stakeholder Experience Revolves Around Two Things
Cause As It Relates to Them Complete Integrated Experience
@ChildFund Example: Never Forget Why People Care!
Movements: Cool Tool, Yet…
• People care about causes• The cause inevitably impacts them, relating to
some sort of life experience• Compelling organizations understand it really
is the cause, and then their approach• Tools serve to share the cause, involve people
(Goodwill Fashionista, @livestrong)• Stakeholder use surpasses tool or action
Experience Example: Humane Society
Integration Creates Opportunity
Outbound• Email• Loyalist activities• Events/Meet-ups• Direct mail• Campaigns
Identity, donations, volunteering, activism, loyalty, growth
Inbound• More information• Participation invites• Feedback loops• Harness group
intelligence, activity (PM)• User gen. content• Fluid cause enterprise
Socialprise
Call to Action!
Creative Commons Images
• Shiny Object Syndrome by Johnny Goldstein, http://www.flickr.com/photos/jonnygoldstein/3381829829/
• Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/• Ceiling Colors by Rana,
http://www.flickr.com/photos/ranna/343610310/• Complete Integrated Experience: Abstract Again by gilgono http
://www.flickr.com/photos/gilgongo/290918451/• ChildFund: Faith Smiling by ChildFund New Zealand,
http://www.flickr.com/photos/childfund_nz/3617408507/• Call to Action by Brick Marketing Consulting,
http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg