Why you need to be a Social Capitalist

to transform your next campaign

- or your life

Why you need to become a Social Capitalist

www.storystartshere.today www.flexiblethinkingforum.org.uk @starts_story

“No man -

or woman -

is an island.”

The species that collaborate better survive - and thrive



Today• Recognise the hidden crisis in our society

• Social Capital is one of PR’s core 5 functions. It provides the ecosystem for PR to take place. You need to start recognizing it and using it.

• and YOU need to become a better ‘Tummler’ & a BIGGER Citizen for more powerful PR campaigns


A hidden crisis

Did 52% of the people you know vote ‘Leave’?



Once you have Social Capital glasses on


In a context of Public Sector - more with less

Voluntary Sector - fully stretched


The way ahead – invest in Social Capital

Use untapped potential of

wider community


What is ‘Social Capital’?

“Social Capital is a PR function

for creating the ecosystem and capacity to co-operate, collaborate and co-create by

building greater connectivity,

capability and confidence within a community.”

Andy Green

‘Social capital refers to the institutions, relationships, and norms that shape the quality and quantity of a society’s social interactions… Social capital is not just the sum of the institutions which underpin a society - it is the glue that holds them together’The World Bank

“How we help each other, to help each other”


Why are we in a Crisis?


My story of Social Capital


‘Skittling no more’


My recent social capital deficit


Social capital in action - Bully-Banks


“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.” Margaret MeadAnthropologist


The reality of how change works


Your ‘Power Users’ and the 1:9:90 Rule


Fits into classic model of innovation diffusion

Innovators2.5%

EarlyAdopters

13.5%

EarlyMajority

34%

LateMajority

34%

Laggards16%


Values-led change

‘Consensus-seekers’

‘Protectors’‘Changemakers’


Let me introduce you to - the ‘Tummler’


Tummler Tool #1 Belief in opportunity & collaboration


Tummler Tool #2 Story script

LessMore


Give other people permission

“The dirty little secret is that you can’t create the culture, you can only create the system. Create a system to help a culture grow, even when you’re not in the room.”Alex Hillman


Tummler Tool #3 It’s Blended


Tummler Tool #4 Use Emergence - Fish where the fish are


Tummler Tool #5 The Pertinacity Factor


How you need to nudge


How you need to nudge


Tummler Tool Checklist questions1. What engagement Off-line and On-line?2. What’s the existing Story and Narrative of change? • Your story of self - what’s it mean to you? • Your story of now - where does change need to happen?• Your story of us - who needs to be part of the party?• What’s the wider story?

3. Who are Influencers/potential Influencers?4. What ways to hang out, share and work together –

off-line and on-line? 5. How can we create new dance, disruptions,

off-line and on-line?


Social Capital one of PR’s 5 roles


People - secret to a successful life


Social Capital is 24 7 – The ‘BIG Citizen Manifesto’


If you run a charity shop…


Today• Recognise the hidden crisis in our society

• Social Capital is one of PR’s core 5 functions. It provides the ecosystem for PR to take place. You need to start recognizing it and using it.

• and YOU need to become a better ‘Tummler’ & a BIGGER Citizen for more powerful PR campaigns


Social Capital - your Challenge


Government & Nonprofit

Why you need to be a Social Capitalist