How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
• George Weiner (@georgecaweiner)DoSomething.org
• Laura Cochran (@wplauracochran)Gannett
• Patty Huber (@Patty360)Groupon.com
• Tom Dawkins (@tomjd)HopeLab & StartSomeGood
Moderator:
• Robert J. Rosenthal (@VolMatch) VolunteerMatch.org
How Many Rungs? Social Change & the Engagement LadderSXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
When it comes to online engagement for offline social good, how much do traditional notions of the Ladder of Engagement still apply?
Three Big Questions:
With so many options, what are the key things you should keep in mind if you’re planning to deploy an online campaign to engage audiences in social good?
How do you balance business needs with your desire for social impact?
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
My Story
Me, volunteering.
(Alcatraz Historic Gardens)
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
VolunteerMatchVolunteer
Shopping
Jobs
Travel Services
Volunteering
Apply emerging technology to create a more efficient and sustainable marketplace for volunteer engagement.
My Story
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
My Story
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
“Social Good” at Google
2006 2011
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Online Social Actions Chaos
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The Ladder
Source: Wiser Earth
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
The Ladder
Source: Beth Kanter
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
The Ladder
Source: Site Logic
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Why Not?
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Do SomethingWho We Are
Largest national organizations for young people and social change
We believe young people have the power to make a difference right now
Our 3 Rules:
1. No Money – We never fundraise from young people
2. No Car – We go where they already are3. No Adults – We never require a parent, teacher
or mentor
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Action
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Engagement
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Outreach1. TV + Radio
– :30 Public Service Announcements with celebrity spokespersons
– Audio PSA airs on ClearChannel radio stations
2. Mobile– Text DoSomething to 30644 for campaign updates– Cha Cha advertising
3. Entertainment– Outreach for PSA play in movie theaters, theme parks, and
fast food restaurants
4. School-Based– 2000+ Do Something Clubs
5. Aggressive PR Campaign– Estimated 50 MM media impressions
6. Website + Social Media 600k unique/month 130k Facebook, 380k Twitter
7. Email
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Teens For Jeans
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Partners
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Find Your Team
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Feed It
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Audience First: How We Engage
Activation → Motivation → Selection → Engagement
Events EmotionDirect Giving Ease of Entry
Experience Faith "Well Lit" Experiential Trauma Connection Sustaining Technology
Religion IntelligenceResults Driven Social
Family/Upbringing Exposure
TechnologyTechnology
The Indianapolis Star
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
My name’s Tom. A little about me:
Then:Founded non-profits in high school and universityCEO Vibewire Youth Inc 2000-2008Social Media Director Ashoka 2008-2010Now:Manager of Emerging Media HopeLabCo-founder StartSomeGood
Hi!
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
The new medium could be “the most wonderful communications system imaginable, a gigantic system of channels… capable not only of
transmitting but receiving, not of isolating the user but connecting them.”
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Users of this technology could “leap around the world and wipe out for all time the age-old barriers of race and language and distance.”
Government would become “a living thing to its citizens”, creating “a new kind of statesman and a new kind of voter.”
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Potted history of my online organizing
2000/1:
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2002:
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2004:
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
2008/9:
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2010:
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Ladder of Engagement…
How many rungs?
What’s our goal?
Does it require:•Intentionality?•Consistency?•Progression?
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
From The Networked Nonprofit by Beth Kanter and Alison Fine.
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Relationships
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi 42
Cancer Knowledge
Baseline Follow-up
Inte
rven
tion
-targ
ete
d
kn
ow
led
ge (
% c
orr
ect)
Control
Re-Mission
55
60
65
70
Self-Efficacy
Can
cer-
sp
ecifi
c s
elf
-effi
cacy
(1-7
scale
)5.6
5.8
6.0
6.2
Baseline Follow-up
Control
Re-Mission
p = .034 p = .027
Kato, P.M., Cole, S.W., Bradlyn, A.S., Pollock, B.H. (2008). A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial. Pediatrics, 122: e305-e317.
RESEARCH
RE-MISSION WORKS
42
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
The online rewards program for teens
powered by physical activity
KEY FEATURES
•Website: rewards, self-selected incentives
•Activity meter: optimized measurements
SUPPORTING TRENDS
• Lifestyle tracking
• Social gaming
• Virtual economies
• Customer reward programs
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Instigator/Changemaker
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Online Engagement = Games You Can Play
Goal = Creating changemakers
(knowledge, understanding, connections, self-efficacy)
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Instigator/Changemaker
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
Online Engagement = Games You Can Play
Goal = Creating changemakers
(knowledge, understanding, connections, self-efficacy)
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
• George Weiner (@georgecaweiner)DoSomething.org
• Laura Cochran (@wplauracochran)Gannett
• Patty Huber (@Patty360)Groupon.com
• Tom Dawkins (@tomjd)HopeLab & StartSomeGood
Moderator:
• Robert J. Rosenthal (@VolMatch) VolunteerMatch.org
Do Some Good!
How Many Rungs? | SXSW 2011 | #HowManyRungs #SXSWi
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