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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