Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations
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Transcript of Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations
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Building movements: beyond emails, beyond campaigns and beyond organizations
#13NTCmvmt
Rachel Weidinger @rachelannyes
Ivan Boothe @rootwork
(introducing the people in the room)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
What do we mean bybuilding movements?
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
1. Movements are bigger than one organization
Flickr user jvoves (Creative Commons)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
2. Rising movements benefit organizations
Flickr user waltstoneburner (Creative Commons)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
3.A zero-sum/
scarcity model hurts movements(and organizations)
Flickr user ra_o (Creative Commons)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
4. Online and offline are two modes of the same strategy
Download hi-res: atavist.com/stories/the-instigators
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
What it takes
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A long-term focus
(hint: this means your wins are EPIC)
Flickr user vtveen (Creative Commons)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Network mappingWho else is part of this movement?
Graphic from “How to weave a tighter community,” WiserEarth.org blog, based on “Building Smart Communities Through Network Weaving”
by Valdis Krebs and June Holley
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Different organizations play different roles
citizen rebelchange agent reformer
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Talk to each other...or at least listen
to each other
movement!
solidarity!
Flic
kr u
sers
tam
bako
, dou
g888
88 (C
reat
ive
Com
mon
s)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Big listening
Flic
kr u
ser o
rkyd
orky
(Cre
ativ
e C
omm
ons)
(hint: Beth Kanter has a whole wiki on listening dashboards)
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Situate your group aspart of something bigger
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Give up a little message controlGain a lot of social power
How taking this action gets us“line of sight”
closer to movement goals
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Don’t just connect people to you
Connect people to each other
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Upwell!
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Big Team Ocean Big Listening Rachel Weidinger @rachelannyes
April 11, 2013
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0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
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0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
![Page 28: Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations](https://reader033.fdocuments.us/reader033/viewer/2022052410/554928adb4c905a54c8bccbb/html5/thumbnails/28.jpg)
Tweet! Follow and
#sharkinar
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133,167
745,030
1,683,670
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Shark Week 2010 Shark Week 2011 Shark Week 2012
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0
1000
2000
3000
4000
5000
6000 8/
10
8/12
8/
14
8/16
8/
18
8/20
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22
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9/1
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9/15
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17
9/19
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21
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25
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OF1: Shark Week
OF2: Cathay
OF3: Livestrong
OF4: Livestrong
OF5: How Social
OF6: Vote4theOcean
OF7: Whitetip
OF8: Costa Rica
OF9: Jaws
OF20: Prop37
OF21: Political
OF22: Listener
OF 17: I Oyster NY (off the page. 8,701 social mentions)
OF19: Great White
OF 10 -16: Antarctic (OF13: off the chart. 6,922 social mentions)
OF18: Antarctic
Upwell&Campaign&and&Social&Men2on&Spikes&for&&Overfishing&and&Sustainable&Seafood&Conversa2ons&Aug&10ANov&12,&2012&
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Forever Alone? Not going to get much mission done &&&&
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1. @rdearborn works for me. She rather likes sharks.
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Slide&3:&Example&2&of&situa4on&illustra4ng&ugly&with&humor&
2.
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Tip: Use abundance as your frame.
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Slide&6:&How&To&Solve&3&Tips:&Tip: Make a basket for passion. &
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Slide&7:&How&To&Solve&3&Tips:&
Tip: Catch team interest Use it as mission fuel.
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bethkanter.org/upwellEcampaign&
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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 &
NU-1
NU-2
0
2000
4000
6000
8000
10000
12000
14000
Oct-11 Nov-11 Dec-11 Jan-12
Baseline Mean +1 STDEV OF Overfishing Spike Threshold
Winter 2011
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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 &
NU-3
0
2000
4000
6000
8000
10000
12000
14000
Feb-12 Mar-12 Apr-12 May-12
Baseline Mean +1 STDEV OF Overfishing Spike Threshold
Spring 2012
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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 &
China Shark Fin Soup Ban
Shark Week NU-4
Cathay Pacific
Livestrong
0
2000
4000
6000
8000
10000
12000
14000
Jun-12 Jul-12 Aug-12 Sep-12
Baseline Mean +1 STDEV OF Overfishing Spike Threshold
Summer 2012
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The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 &
Vote4the Ocean
Costa Rica Fin Ban
JAWS vs Sinatra
Antarctic (day 1 of 15)
NMS 40th & NYT Trawling
Antarctic Ocean (day 10) & I Oyster NY
How to Kill a Great White
Antartic (day 15)
Gangnam Style, CA MPAs,
Fish Tornado
Seamounts & Rooftops
NU-5
Cuomo Oysters NY
Pacific Bluefin the 96.4%
Big Blue Blogs
0
2000
4000
6000
8000
10000
12000
14000
Oct-12 Nov-12 Dec-12 Jan-13
Baseline Mean +1 STDEV OF Overfishing Spike Threshold
Winter 2012
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&&
How can you give permission for an upwelling on *your* team?
<3, @upwell_us
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the cards @rachelannyes
@upwell_us www.rachelweidinger.com/cards
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• transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
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transparency
Openness builds trust. Illustrate ongoing reliability.
Set the default to open.
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dynamic hub
Have a There There. Keep the community visible.
Spotlight good content. Create space for vibrant interactions.
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participatocracy
To join a community, show up and help.
Be valued by bringing value.
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evangelist support
Have a rabid fan base.
Amplify enthusiasm. Insider access fans the fire.
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winner shares all
Fill a need with knowledge. Allow access to information.
Stand on a podium to increase impact across a sector.
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amplify
Tell the good story. Tell it in a way it can be
remembered and passed on. Long now, long audience, big here.
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abundance
We have everything we need. Get it in the right basket.
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griot
Honor with documentation. Shine a light on the good stuff.
Story as vessel for value.
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• transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
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the cards @rachelannyes
@upwell_us www.rachelweidinger.com/cards
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Thank you!
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Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Ivan Boothewww.Rootwork.orgTwitter: @rootwork
“Ocean,” by Walter Holstad archive.org/details/Ocean_81 (Creative Commons)
“Gentle Ocean,” recorded by Ronerberg archive.org/details/GentleOcean (Creative Commons)
“Wide, Wide is the Ocean,” by Jimmy Dickson, recorded by Stuart Eydmann archive.org/details/WideWideIsTheOcean (Creative Commons)
Rachel WeidingerRachelWeidinger.WikiSpaces.com
Upwell.usTwitter: @rachelannyes
MUSIC: