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