Community Conference 2011 - GOOD, Max Schorr

notes from the beginning of a community

www.good.is / @good / facebook.com/goodinc

Why?

$ meaning

$ meaning

fun

$ meaning

fun

= broken world

The 100 year project

GOOD =$

meaningfun

the community is the brand

Issue 006:design asproblemsolving

entertaining relevant

What is socially conscious media?

pragmatism

idealism

action = impact

“We can have both in Copenhagen.” - Frank Jensen

SelfishGood for Me

AltruisticGood for world

Selfish AltruismGood for Me and World

Common SenseGood for Me and World

social impact *2008

loss

harm

profit *____

*2011

GOOD Metrics

GOOD = powering what works

aligning individuals and business with society

communityindividual

community

Latin roots of Community

“com” = with / together“munus” = gift / service

…Give together, Serve with…

Reciprocal Value

Creating & Exchanging Shared Value

GOOD December

- Pop-up community center in NY (2008) & LA (2009)- http://www.youtube.com/watch?v=rtj-CEGOfew

global local

pecha kucha, TEDx, likeminds, 350.org, parking day, the internet

GOOD local

newsletter + collaborative action + community events

authenticity scale

Copenhagen?

three legged media

• Concept > MISSION <

• Circulation > COMMUNITY <

• Advertising > ACTION <

Concept / content

Identify the problem:‘do-gooder is a pejorative term.It is not cool to do good’

Try a solution:‘rebrand good.give good teeth and cultural appeal’

Circulation / audience / community

Identify the problem:‘direct mail is off brand.we cannot afford $42 per subscriber’

Try a solution:‘choose 12 of our favorite non-profits;give 100% of $20 subscription fee’

Community

Identify the problem:‘Choose Good Campaign is not catching on’

Try a solution:‘host events in target citiesand offer free drinks for subscribers’

= 50k subscribers, built real community, embodied missionraised $1 million, saved over $1 million

Google distributionGrow by being useful

*Hire coders, get schools to train more coders

Facebook distributionGrow by being social

Print as Mobile?

Advertising

Identify the problem:‘advertising is adversarial’

Try a solution:‘help businesses do well by doing good.align business strategy with social impact’

1 = 3

$1 of advertising --> $1 of engagement $1 of employee motivation $1 of social impact

Design a livable street

1. alliance of ENDS and MEANS-> every step with integrity

2. alignment of business andcommunity

-> the community is the brand

3. it will never be better than it is now -> with love

Authenticity(do what you think is right, not what you are supposed to do)-

Transparency(do people/media/employees love you more when they know more)-

Creativity (solving problems in original and practical ways)-

Utility(business results and social impact)-

Love (is your team putting heart into it? do you love it?)

- Understand the needs and use cases of your community.

- Be a part of your community authentically.

- Make the communityʼs success your success, your focus.

- Design to enable trust, let people share your story & champion your success.

- The community is the brand. The brand is the community, a living thing.

Thank you

www.good.is - @GOOD - facebook.com/goodinc