Designing movements social enterprise bootcamp november 2012

Designing Movements

Lee-Sean Huang | leesean@purpose.com | @leesean

Introductions

L ee-S ean


Introductions

Who are you?
What brings you to this session?


Design Charles &
Ray Eames

a plan for arranging elements to best
accomplish a particular purpose

Design
“Linking beauty and purpose
can create a sense of
communal agreement that
helps diminish the sense of
disorder and incoherence that
life creates.” - Milton Glaser


Movements

communities of collective action
united by a common commitment


Purpose creates 21st
century movements

21st Century Movements

digital real world
participation impact


Movement Design Elements
IDENTITY
Who are you? What are you about?

STORYTELLING PROTOCOLS ARTIFACTS
What is the problem? How do What do you believe in? Make social objects that
we work towards a solution? What are the rules of invite participation.
engagement?


Identity


Identity
Who are you?
What are are about?
Character


Stories
The journey
The process
How we make sense of things


Stories: Occupy
We are fighting against the corrosive power
of major banks and multinational
corporations over the democratic process.
We empower real people to create real
change from the bottom up.


Stories: Slow Food
Food is a common language and a
universal right. We envision and
advocate for a world in which people
can eat good, clean, fair food.


Stories: Tea Party
Freedom is under assault in our
country. Americans will band together
to restore freedom in America.


Your Public Story
1. Challenge 2. Choice 3. Outcome
Why did you feel it was a challenge? Why did you make the choice you How did the outcome feel? Why did
What was so challenging about it? did? Where did you get the courage it feel that way? What did it teach
Why was it your challenge? – or not? Where did you get the you? What do you want to teach us?
hope – or not? How did it feel? How do you want us to feel?

http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf


Public Story Elements
Story of Self Story of Us Story of Now
Why you were called to what you What your constituency, The challenge this community now
have been called to. community, organization has been faces, the choices it must make, and
called to its shared purposes, the hope to which “we” can aspire.
goals, vision.

http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf


Stories: engage over time
COMMITTED CORE CONVENE
LEVEL OF ENGAGEMENT Activate and empower
evangelists
ATTEND

NEW MEMBERS DONATE
Achieve scale with low-
barrier, viral actions PURCHASE
CREATE
SHARE
JOIN
LIKE
VIEW

PARTICIPATION OVER TIME

Protocols


Artifacts


From “coming out” to All Out


Meu Rio is redesigning the user interface
for civic participation in Rio de Janeiro.
We are a non-partisan democratic youth
movement. We create online tools to connect
citizens and ensure that they have a voice in
the decisions that are transforming the city.

Our Values We believe that increased participation by youth
and members of the emerging middle class in the
political process will help bring about greater
accountability and transparency.

We are non-partisan and independent. We don’t
accept money from government or political parties.

We believe that the internet can serve as a school
for a more robust democracy.

We are committed to open source sharing.
We value remix and reuse.

Evaluation Principles for Campaign Themes
▢ RIPE ! SALIENT
Is the issue in the news/being talked about? Is it something that has strong public support and a
groundswell of concern among our target audience?

▢ ACTIONABLE
Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political,
social, or cultural action that can be taken to aﬀect change?

▢ POLITICAL/CULTURAL IMPACT
Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every
campaign needs to directly inﬂuence the political process, each campaign should have some short,
medium, or long term political objective or impact on behavioral/cultural change among the citizens of
Rio.

▢ COMPARATIVE ADVANTAGE
Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner
organizations working in the same space? Does Meu Rio have a comparative advantage because of our
member base, brand equity, and/or innovative use of technology?

▢ EARNED MEDIA/LIST GROWTH
Will running the campaign generate free earned media and/or promote Meu Rio membership growth?

Evaluation Principles for Campaign Tools Tactics
▢ CONNECTIVE
Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people
closer with their decision makers?

▢ PARTICIPATORY
Is it open-ended enough to invite participation but guided and usable enough to actually use?

▢ USER SERVICE
Does it have a clear theory of change? Does the experience inspire, delight, or motivate users?

▢ SCALABLE
Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?

▢ REUSABLE
Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-oﬀ novelty?

▢ HACKABLE
Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/
movements?

▢ AWESOME/INTANGIBLES
Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?

QUESTIONS?


THANK YOU!

Designing movements social enterprise bootcamp november 2012

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Designing movements social enterprise bootcamp november 2012