Mobilizing Your Community Through Research-Lunch and Learn
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Transcript of Mobilizing Your Community Through Research-Lunch and Learn
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Caroline Wilson@carolinevireo#communitymatters@acreativespace #lunch&learnMay 1st 2014
Mobilizing Your Community Through Research
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Community matters.
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We live with unprecedented connectivity.
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There’s a lot of communities out there.
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FIVE MAIN TYPES OF COMMUNITIES
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Consider the prevalence of these communities, and the frequency and depth with which we
interact with them.
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FACILITATING, DEEPENING AND CROSS POLLINATING
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Sometimes it feels like there are new communities and new ways to connect and
collaborate created every day.
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That’s because there are.
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“Over and over again, connecting people with one another is what lasts online, some folks
thought it was about technology but it’s not.”- Seth Godin
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“The best way to get people to do things for you, is to join them in what they are already doing.”
- Tom Merilahti, XING Forum
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It’s with this understanding and this starting point that we can start to explore these communities, and
support their creation.
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A social gaming platform looking to
demonstrate it’s effectiveness by
creating a community actively engaged throughout
the game development
process.
A Board of Trade with funding for a
Youth Social Enterprise Program, ready to get started,
but with no information or
connection to local youth in this
emergent area.
An international non-profit looking to understand and
mobilize their online community, and the
effects of community on donation
behaviour via a Qualitative MROC.
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We were challenged to embed, understand, and mobilize around community for all of these projects.
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CREATING A COMMUNITY FOR SOCIAL GAMING PLATFORM
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PLANNING WHILE IDENTIFYING GAPS IN OUR UNDERSTANDING
• Males and females with an interest in and desire for casual gaming, social gaming & experiencing content in new ways
• Emotionally-driven, plot-heavy content.
• Entrenched in the connected culture of today and extremely social.
• Their decisions to play and download games and content are heavily driven by friends and family, user reviews and advertising promotions.
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DEVELOPING A SOCIAL ENTERPRISE ECOSYSTEM FOR YOUTH
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PEER-LED DISCUSSION GROUPS IN THE COMMUNITY
We needed information, but we also needed to understand and build community in the long term.
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WE WERE ABLE TO CO-CREATE AND DEFINE THE ECOSYSTEM
• The level of understanding needed around Social Enterprise
• Programs and services were a combination of actionable information combined with guidance
• The expected community and the expectations of that community
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AN INTERNATIONAL NON-PROFIT WITH A GREAT ONLINE COMMUNITY TO START WITH
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WE RECRUITED AND INVITED FANS INTO THE MROC
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OUR FOCUS WAS CREATIVE ASSIGNMENTS THAT UNDERSTOOD CURRENT ACTIONS AND POSSIBILITIES FOR THE FUTURE – ONLINE AND OFFLINE
DonationBehaviour
FundraisingBehaviour
Advocate Behaviour
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WE EXPLORED AND DISCOVERED…
• Powerful, relevant content is key to advocacy and action
• Social Media is a tool for commitment
• Fundraising is an emotional rollercoaster
• Community members want a platform for protest and passion
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Understand and leverage the power of our networks.
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Define the communities we want and decide on the communities we need.
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Become a part of those communities in a real way, by talking, listening and empowering members.
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“The future of marketing is not about doing and saying things to people, the future of marketing is
about doing things with and for people.”- Tom Merilahti, XING Forum
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Your community is out there.
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Thanks so much!
Any questions?
Caroline WilsonVireo Research
[email protected]/carolinevireo
ca.linkedin.com/in/carolinewilsonatvireo/ facebook/vireoresearch
twitter/vireoresearch