good-deck 100kin10 summit
TRANSCRIPT
-
8/2/2019 GOOD-Deck 100Kin10 Summit
1/22
-
8/2/2019 GOOD-Deck 100Kin10 Summit
2/22
CONFIDENTIAL GOOD/CORPS LLC 2011
While the ront pages o Iranian newspapers wereull o blank space where censors had whited-out
news stories, Twitter was delivering inormationrom street level, in real time.
- TIME, 6/17/09
-
8/2/2019 GOOD-Deck 100Kin10 Summit
3/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Increasingly, citizens o all ages, but particularly the young, arerejecting conventional structures like parties and trade unions inavor o a less hierarchical, more participatory system modeled inmany ways on the culture o the Web.
- NEW YORK TIMES. 9/27/11
-
8/2/2019 GOOD-Deck 100Kin10 Summit
4/22
CONFIDENTIAL GOOD/CORPS LLC 2011
What began as a small gro
o protesters expressing the
grievances about economic
inequities last month rom
a park in New York City
has evolved into an online
conversation that is spread
across the country on socia
media platorms.
- NEW YORK TIMES, 10/8/11
-
8/2/2019 GOOD-Deck 100Kin10 Summit
5/22
CONFIDENTIAL GOOD/CORPS LLC 2011
We are not coordinating anything, said Justin Wedes, 26, a ormer
high school science teacher rom Brooklyn who helps manage one o the
movements main Twitter accounts, @OccupyWallStNYC. It is all grass
roots. We are just trying to use it to disseminate information, tell stories,
ask for donations and to give people a voice.- NEW YORK TIMES, 10/8/
-
8/2/2019 GOOD-Deck 100Kin10 Summit
6/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Its going to be a new day in the Senate. The way citizens communicate with their government is n
going to be the same. - SENATOR RON WYDEN, DEMOCRAT OF OREGONSOPA
-
8/2/2019 GOOD-Deck 100Kin10 Summit
7/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Without clearly dened leaders, oten without trigger events,
movements are emerging where latent values are shared online,
creating powerul communities o interest.
Arab spring / London riots / Occupy Wall Street / #IRAN / SOPA
-
8/2/2019 GOOD-Deck 100Kin10 Summit
8/22
CONFIDENTIAL GOOD/CORPS LLC 2011
VALUESSOCIAL
CONNECTIONS
SHARED VALUE
COMMUNITIES=
-
8/2/2019 GOOD-Deck 100Kin10 Summit
9/22
CONFIDENTIAL GOOD/CORPS LLC 2011
SELF EXPRESSION SOCIAL MEDIA = GAGAS LITTLE MONSTERS+48M FB ans 19M Twitter ollowers
-
8/2/2019 GOOD-Deck 100Kin10 Summit
10/22
CONFIDENTIAL GOOD/CORPS LLC 2011
HELPING LGBT YOUTH REACH ADULTHOOD YOUTUBE+ =
500Karound the world have signedthe pledge
Over 20,000 videos, over 100M views
President Barack Obama, Secretary oHillary Clinton, Rep. Nancy Pelosi, ALambert, Anne Hathaway, Colin FarMatthew Morrison o Glee, Joe JoJoel Madden, Ke$ha, Sarah SilvermaGunn, Ellen DeGeneres, Suze Orman
The stas o The Gap, Google, FacebPixar, SF Giants
245KFB ans - 48KTwitter ollowers
Over 30Kvideos - over 40M views
IT GETS BETTER
-
8/2/2019 GOOD-Deck 100Kin10 Summit
11/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Kickstarter is the largest unding plator creative projects in the world.
Case study: Tik Tok
Idea to create a watch strap or iPod Raised money on Kickstarter to creatwatch (goal o $15,000 raised - reach$942,000)
Watch available in all Apple stores
Kickstarter: 530% ANNUAL GROWTH
LAUNCHING SMALL BUSINESS IDEAS SOCIAL PLATFORM = KICKSTARTER+
-
8/2/2019 GOOD-Deck 100Kin10 Summit
12/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Etsy is the worlds handmade marke
We see a world in which very-verybusinesses have much-much more swin shaping the economy, local livingeconomies are thriving everywhere, people value authorship and provenmuch as price and convenience.
1,800,000 Handmade items listed oeach month
PROVENANCE AMIDST GLOBALIZATION SOCIAL PLATFORM ETSY+ =
-
8/2/2019 GOOD-Deck 100Kin10 Summit
13/22
CONFIDENTIAL GOOD/CORPS LLC 2011
INDIVIDUALSVALUES
CULTURESVALUES
ORGANIZATIONSVALUES
TRADITIONAL BUSINESS / DIRECT SERVICES
SOCIAL MOVEMENTS / COMMUNITIES OF INTEREST
CAUSE MARKETING / CSR / PHILANTHROPY
-
8/2/2019 GOOD-Deck 100Kin10 Summit
14/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Digital Revolution
Digital Revolution
INDIVIDUALS
VALUES
ORGANIZATIONS
VALUES
CULTURES
VALUES
...the next big thing [is] culturalrevolution omented by the act thatroughly a billion people all over the worldare connected directly to each other. -FRED WILSON, UNION SQUARE VENTURES
-
8/2/2019 GOOD-Deck 100Kin10 Summit
15/22
CONFIDENTIAL GOOD/CORPS LLC 2011
TRADITIONAL BUSINESS / DIRECT SERVICES
SOCIAL MOVEMENTS / COMMUNITIES OF INTEREST
CAUSE MARKETING / CSR / PHILANTHROPY
INDIVIDUALSVALUES
ORGANIZATIONS
VALUES
CULTURES
VALUES
Individuals assess and respond to culture,and nd/build communities aster
Organizations assess and respond tindividuals aster
Organizations assess and respond toculture aster
-
8/2/2019 GOOD-Deck 100Kin10 Summit
16/22
CONFIDENTIAL GOOD/CORPS LLC 2011
SHARED VALUE
TRANSFORMATIONAL CHANGE
Social Innovators
Business
Opportunity
INDIVIDUALSVALUES
ORGANIZATIONS
VALUES
CULTURES
VALUES
-
8/2/2019 GOOD-Deck 100Kin10 Summit
17/22
CONFIDENTIAL GOOD/CORPS LLC 2011
SHARED VALUE
TRANSFORMATIONAL CHANGE
STRATEGY&INNOVATION
COMM
UNIC
ATION
+ENGAGEMEN
T
COMMUN
ITYACTIVATION
-
8/2/2019 GOOD-Deck 100Kin10 Summit
18/22
CONFIDENTIAL GOOD/CORPS LLC 2011
STRATEG
Y&INNOVATION
COMM
UNIC
ATION
+ ENGAGEMENT
CO
MMUNITYACTIVATION
SHARED VALUE
What are we trying
to achieve?
OBJECTIVE
What would weideally want relevant
audiences toeel about us?
STRATEGICPOSITIONING
COMMUNICATIONSPLATFORM
How do we express ourstrategic positioning ina way that will stick in
an inormation-saturatedworld?
360-DEGREEACTIVATION
How do we bring ourplatorm to lie throughengaging campaigns -
earned, social and paidmedia, and ofine?
Are ourcommunicationsadvancing our
objectives?
MEASUREMENT
-
8/2/2019 GOOD-Deck 100Kin10 Summit
19/22
CONFIDENTIAL GOOD/CORPS LLC 2011
Pepsi Refresh showed what it meanpique the interest of the Twitter audiand draw them to a site to learn mor
take action.CLAIRE DIAZ ORTIZ, TW
STRUCTURE
Individuals, nonprots, and businesses wsocial impact apply online in 15 minute
Top 60 vote-getters receive $5k-$50k
>1000 Shovel-ready projects
RESULTS:85M Votes, 46M Web Visitors
4B Earned Media Impressions
4M New FB Fans
1,000 Tweets Per Day;
65KNew Twitter Followers
38%National Awareness
IDEAS TO IMPROVE COMMUNITIES = PEPSI REFRESH PROJEC+ SOCIAL PLATFORM
-
8/2/2019 GOOD-Deck 100Kin10 Summit
20/22
CONFIDENTIAL GOOD/CORPS LLC 2011
In commemoration o the 10thanniversary o 9/11, we collaborated the creation o one o the largest days
good deeds and service so that Americould remember by doing. We ralliedcollective o individuals, celebrities anpartners to show that good deeds andservice are the way to pay tribute andmeaning to the victims and heroes o 9/11 attacks. A movement has begunuture 9/11 anniversaries will continubuild a nation committed to saying: I
300,00 Facebook ans in 70 days
100,000 Daily active users
1M total unique visitors to 911day.or andan page in 2011
3M pageviews since June 2011 to 911.org
I WILLREMEMBERING 9/11 THROUGH SERVICE =+ONLINE AND OFFLINESOCIAL CONNECTIONS
-
8/2/2019 GOOD-Deck 100Kin10 Summit
21/22
CONFIDENTIAL GOOD/CORPS LLC 2011
A multi-sector movement to answer nations call or 100,000 quality scie
technology, education, and math teain US classrooms within 10 years.
Key responsibilities include:
leadbrandinganddesignforallcollateral;managethebuildofawebsiteandpartner intranet;growmulti-sectoralpartners,who
each made tangible commitmentsto reaching the goal, rom 0 to 118 imonths through partner recruitment vetting;developandimplementcreativecor partner and public engagement.
EVERY CHILD DESERVES A
QUALITY STEM TEACHER 100KIN10+ =ONLINE AND OFFLINE
SOCIAL CONNECTIONS
-
8/2/2019 GOOD-Deck 100Kin10 Summit
22/22
CONFIDENTIAL GOOD/CORPS LLC 2011
THANK YOU!