viral change by dr leandro herrero in clean world conference 2013
DESCRIPTION
The presentation of Dr Leandro Herrero in Clean World Conference 2013 in Estonia, 2nd February 2013TRANSCRIPT
VIRAL, SOCIAL ACTIVISM Large scale behavioural change: Viral Change™
Leandro Herrero Viral Change Global L.L.P
The Chalfont Project Ltd.
Never doubt that a small
group of thoughtful,
committed citizens can
change the world. Indeed, it is
the only thing that ever has.
Margaret Mead, anthropologist
2
4
5
Clothes Altruism Street
violence
Music Blackberry Smoke
cessation
Community
ghettos
Fads
Jogging Healthy foods Obesity
7
1. How (large scale
behavioural) change works
2. 10 rules to create and
sustain a social movement
World I Communication Currency: Information
Facts, information,
Packaged
Cascaded down
9
PUSH Hierarchy
Repetition
Ideas conveyed,
EDUCATION AWARENESS AND SENSITIZATION
‘STIMULATION, MOTIVATION’
TRAINING ‘MANAGEMENT’
World II Behaviours
Currency: Action
Exhibited
Copied, imitated, followed
Mechanisms of influence
10
PULL Social network (informal+)
Viral spread ‘(mountain on fire’)
Infection and epidemic model
BEHAVIOURAL CHANGE ‘WAYS OF DOING’
NEW SOCIAL NORMS
CULTURE CHANGE
World I Communication Currency: Information
Facts, information,
Packaged
Cascaded down
PULL Social network (informal+)
Viral spread ‘(mountain on fire’)
Infection and epidemic model
BEHAVIOURAL CHANGE ‘WAYS OF DOING’
NEW SOCIAL NORMS
CULTURE CHANGE
11 11
PUSH Hierarchy
Repetition
Ideas conveyed,
EDUCATION AWARENESS AND SENSITIZATION
‘STIMULATION, MOTIVATION’
TRAINING ‘MANAGEMENT’
World II Behaviours
Currency: Action
Exhibited
Copied, imitated, followed
Mechanisms of influence
11
PUSH – WORLD I PULL – WORLD II
ATTRITION SCALE-UP
+
5 inconvenient truths in the
management of change
❶Communication is not change
❷There is no change unless there is behavioural change
❸Change behaviours, get culture
❹Cultures are not created by training
❺Change is PULL, not PUSH
BEHAVIOURS
Culture
Behaviours
16
Customers Colleagues Neighbours Friends Children ?
In the
business of
cleaning
the planet
In the
business of
eliminating
trash
Trigger Sustain
INFLUENCE
100
0
42 NGO
30 BUSINESS 29 GOVERNMENT
ACADEMICS 73
‘PEOPLE LIKE ME’ 60 TECHNICAL EXPERT 58
‘ORDINARY EMPLOYEE’ 55
CEO 30
T
rain
ing
, L&
D
OD
init
iati
ve
I
nte
rnal
co
ms
Man
agem
ent
syst
ems
To
p L
ead
ers
hip
Peer to peer
Horizontal network
‘Tribes’
Informal networks
S
oci
al w
ork
ers
Au
tho
riti
es
R
elig
iou
s le
ade
rs
Po
liti
cian
s
C
om
mu
nit
y le
ade
rs
Patient to patient
Youth to youth
Gang to gang
Family to family
“Youth to youth,
granny to granny”
24
Let’s create an internal
epidemic of....
25
If you want change, you
are in the ‘infection’
business, not the
broadcasting business
26
7
3
10
3
2
5
1
2
3
25 1250
50
28
Small set of non negotiable behaviours
Small number of highly
connected, highly influential
people
Peer-to-peer informal networks
Viral Change™
x x =
Information, dictation,
guidelines, instruction.
Top down communication
and training programme
All management hierarchical
layers
Traditional
Change Outcomes
x x =
1. How (large scale
behavioural) change works
2. 10 rules to create and
sustain a social movement
Short
Flash Mob
Demo 1 day event
1 day event
1 day event
1 day event
Short Sustained Social movement
1 day event
1 day event
1 day event
scale
scope Attraction, Motivation Skills, Competencies
Leadership
1 (Re) frame the narrative (spectrum of motives) 2 Agree on behaviours
3 Define the tribes
4 ‘Fix’ (coexisting) expectations (clicktivism, activism, ambassadors, ‘donate’)
5 Engage the hyperconnected
6 Focus on grassroots (‘it’s about you’) [+ digital]
7 Practice backstage leadership
8 Track progress
9 Tell the stories
10 Go back to number one
The 10 of a social movement
32
“The greatest danger for
most of us is not that our aim
is too high and we miss it, but
that it is too low and we
reach it.”
Michelangelo
(what about you?)
Leandro Herrero Viral Change Global L.L.P
The Chalfont Project Ltd.
Contact: Lucy Marshall. Head of Communications.
The Chalfont Project Ltd & Viral Change L.L.P..
+ 44 (0) 1494 730999