how do you make social glue?
TRANSCRIPT
How do you make
SOCIAL GLUE?
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“People live in groups. Every human being enters the world as a member. From the earliest known history, people have lived together in families, clans and tribes, have assembled in neighborhoods, communities, villages, towns and cities and have operated in gangs, clubs, unions, associations, and congregations and innumerable other groups…
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“…The person and the group are not separable phenomena but are simply the individual and collective aspects of the same thing.”
Dr. Loren Osborn and Dr. Martin Neumeyer
BELONGING AND BELIEF
JOIN STAY RECRUIT
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CULTS
CULTS ONLINE/OFFLINE COMMUNITY MOVEMENTS
MOVEMENTS
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Yackit
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CULTS
COMMUNITY CHECKLIST
Q: Does it satisfy a real need? Do its members learn more, have more fun, get more done or get support?
Q: Does it have a clearly articulated purpose?
Q: Is it clear about who belongs and who doesn’t?
Q: Is there interaction between members?
Q: Are there enduring relationships formed between members that go beyond the original reason for connecting?
COMMUNITY CHECKLIST
Q: Do they contribute, do they participate, do they work together to achieve the common purpose? Being an audience is not a community.
Q: Do they feel responsibility for each other and the community at large?
Q: Are there roles, responsibilities and jobs performed by the membership?
Q: Is it self-policing? Do people censure or eject unruly or unreasonable members?
Q: Are there guidelines, rules, or norms of behavior?
DO YOUR MEMBERS…?
Identify with the community? Does it reflect, in part ,who they?
Have a sense of belonging?
Be who they really are without fearing rejection?
Have a sense of confidence, safety, even protection?
Feel part of something bigger than themselves?
Have a sense of purpose and meaning?
A FAN PAGE OR A FOLLOWING IS NOT A COMMUNITY
COMMUNITY PLATFORMS
SHARING PLATFORMS
?
DOES THE PLATFORM ENABLE…
1. clear articulation of the purpose?
2. rich interaction?
3. contribution and response?
4. offline?
5. lovebombing?
6. feedback loops?
7. roles?
MOVEMEMENT-MAKING
OPPORTUNITY MISSED!
WHAT IS A MOVEMENT?
A community that’s mobilized to take action driven by a shared vision of how the world should be.
…Large Numbers …Taking Action …To Make Change
21c MOVEMENT-MAKING ENABLES...
THE COMMITMENT CURVE
• 5+ million members • 20+ million actions • 10k+ offline events • $10m raised
Active list: 300k to 600k in on year
Over a million actions
PARALLEL CASCADING CAMPAIGNS BUILD SCALE
+53,000
+122,000
+49,000
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Big issue…
…small change
A 21c Movement A Campaign
Action Not just
Not just
Identification + commitment An Audience
Aggregation of large numbers
Not just
The committed few
‘Conversations’
The longterm Not just A one-off
THE MOVEMENT CHECKLIST
1. Need, opportunity or crisis?
2. Population that can be mobilized?
3. Asks/calls to action?
4. Plausible Story on why action will make a difference?
5. Resources for sustained action?
6. Rapid response capability?
Are you
A Film-maker with an issue?
OR
An Activist with a film?
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