Designing movements social enterprise bootcamp november 2012

Designing Movements

Lee-Sean Huang | [email protected] | @leesean

Lee-Sean


Introductions


Introductions

Who are you?

What brings you to this session?

Design


a plan for arranging elements to best accomplish a particular purpose

Charles & Ray Eames

Design


“Linking beauty and purpose

can create a sense of

communal agreement that

helps diminish the sense of

disorder and incoherence that

life creates.” - Milton Glaser

Movements


communities of collective action united by a common commitment

Purpose creates 21st century movements

digital participation


21st Century Movements

real world impact


Movement Design Elements

STORYTELLINGWhat is the problem? How do we work towards a solution?

PROTOCOLSWhat do you believe in?

What are the rules of engagement?

ARTIFACTSMake social objects that

invite participation.

IDENTITYWho are you? What are you about?


Identity


Identity

Who are you?

What are are about?

Character


Stories

The journey

The process

How we make sense of things


Stories: Occupy

We are fighting against the corrosive power

of major banks and multinational

corporations over the democratic process.

We empower real people to create real

change from the bottom up.


Stories: Slow Food

Food is a common language and a

universal right. We envision and

advocate for a world in which people

can eat good, clean, fair food.


Stories: Tea Party

Freedom is under assault in our

country. Americans will band together

to restore freedom in America.


Your Public Story

1. ChallengeWhy did you feel it was a challenge?

What was so challenging about it?

Why was it your challenge?

2. ChoiceWhy did you make the choice you

did? Where did you get the courage

– or not? Where did you get the

hope – or not? How did it feel?

3. OutcomeHow did the outcome feel? Why did

it feel that way? What did it teach

you? What do you want to teach us?

How do you want us to feel?

http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf




Public Story Elements

Story of SelfWhy you were called to what you

have been called to.

Story of UsWhat your constituency,

community, organization has been

called to its shared purposes,

goals, vision.

Story of NowThe challenge this community now

faces, the choices it must make, and

the hope to which “we” can aspire.





Stories: engage over time

SHARE

CREATE

PURCHASE

DONATE

ATTEND

CONVENE

VIEWLIKELE

VEL

OF

ENG

AGEM

ENT

PARTICIPATION OVER TIME

NEW MEMBERSAchieve scale with low-barrier, viral actions

COMMITTED COREActivate and empower evangelists

JOIN


Protocols


Artifacts

Table of Contents

Identity


From “coming out” to All Out

Meu Rio is redesigning the user interface for civic participation in Rio de Janeiro. We are a non-partisan democratic youth movement. We create online tools to connect citizens and ensure that they have a voice in the decisions that are transforming the city.

Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency.

We are non-partisan and independent. We don’t accept money from government or political parties.

We believe that the internet can serve as a school for a more robust democracy.

We are committed to open source sharing.We value remix and reuse.

Evaluation Principles for Campaign Themes▢ RIPE ! SALIENTIs the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience?

▢ ACTIONABLECan Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change?

▢ POLITICAL/CULTURAL IMPACTMeu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio.

▢ COMPARATIVE ADVANTAGEIs this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology?

▢ EARNED MEDIA/LIST GROWTHWill running the campaign generate free earned media and/or promote Meu Rio membership growth?

Evaluation Principles for Campaign Tools ! Tactics▢ CONNECTIVEDoes it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers?

▢ PARTICIPATORYIs it open-ended enough to invite participation but guided and usable enough to actually use?

▢ USER SERVICEDoes it have a clear theory of change? Does the experience inspire, delight, or motivate users?

▢ SCALABLEDoes it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?

▢ REUSABLECan it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty?

▢ HACKABLEIs it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements?

▢ AWESOME/INTANGIBLESIs it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?

25% for Education

QUESTIONS?


THANK YOU!Lee-Sean Huang | [email protected] | @leesean

Designing movements social enterprise bootcamp november 2012

Design

Transcript of Designing movements social enterprise bootcamp november 2012