Presentation and session for Learning 2.0 in Loveland, CO, February 20, 2010 by John Creighton and Scott Brown. Looks at frameworks of conversation, and how these can be applied offline and online through social networking tools.

1. Terms of Engagement
Learning 2.0
February 20, 2010
John Creighton
St. Vrain Valley School District
JOHN@CREIGHTON.COM
@JOHNCR8ON
WWW.JOHNCR8ON.COM
Scott Brown
Social Information Group
SCOTT@SOCIALINFORMATIONGROUP.COM
@SOCIALINFO
WWW.SOCIALINFORMATIONGROUP.COM
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2. Session Questions
 How do we engage people in meaningful
conversations?
 How can we use social media platforms to
frame, promote and enhance dialogue?
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3. Stages of Public Thinking
Consciousness Working Resolution
Raising Through
Time
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4. Consciousness Raising
What’s Going On: Conversation Implications:
 Public, experts & advocates  Define change or
in different places problem, not solutions
 Skepticism & distrust of  Focus on concrete
information examples
 Conflicting values  Acknowledge values;
frame values questions
 Issue seems intractable;  Highlight possibilities
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beyond our influence

5. Consciousness Raising
Common Challenges for Leaders
 Ready to talk about ideas for action
 Get defensive when data is questioned
 Get tired of trying to get people to listen;
thinks that no one cares
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6. Anti-Smoking Ads
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7. Working Through
What’s Going On: Conversation Implications:
 Other priorities still  Acknowledge/connect to
dominate other priorities
 Value choices can lead to  Further define/show ways
conflict to balance core values
 Entrenched interests  Be cautious engage
ratchet up their efforts entrenched interests
 Independent action on the  Highlight examples of
rise progress 7

8. Working Through
Common Challenges for Leaders
 Frustrated when others don’t feel urgency;
convinced that no one cares
 Get sucked in debating entrenched interests
 Feel they’re out of time and just decide
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9. Anti-Smoking Ads
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10. Anti-Smoking Ads
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11. Resolution
What’s Going On: Conversation Implications:
 Value agreement  Account for values when
proposing action
 Political will to act  Keep people focused
 Readiness grows for next  Highlight unfinished
challenge business (don’t rush)
 Outrage fatigue could  Celebrate progress
dissipate will to act
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12. Resolution
Common Challenges for Leaders
 Keep using consciousness raising tactics –
“things are bad”
 Move too quickly to the next issue
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13. Anti-Smoking Ads
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14. Discussion Questions
 How might this framework be helpful to
promote meaningful conversations?
 What are specific examples of how you might
use this framework?
 How can this framework help us think about
how we use social media tools?
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15. City of Santa Cruz
Circumstances Nature and needs
 “Unimaginable budget  Debates traditionally
crisis” – “functionally run by “outliers”
bankrupt”  “Lunatics run the
 Prop 13, 435 asylum”
amendments  “Daily hate”
 $9.2M in the hole  Need to find
 Headcount reductions “reasonable public
 Cuts required in 30 voice”
days  Need new ideas
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16. City of Santa Cruz
Consciousness Raising
 Mayor blog
 Platform for conversation
 Sharing the information on the situation
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17. City of Santa Cruz
Working Through
 Gather suggestions
 200 suggestions
 No anonymity
 Voting
 Need 60 votes to appear on main site
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18. City of Santa Cruz
Resolution
 Suggestions, votes and comments available on
budget site
 Commentary from City of Santa Cruz, including
actions being taken
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19. City of Santa Cruz
Outcomes and Learnings
 8% of community involved
 200 reasonable, creative suggestions
 Cuts still impactful on the community
 This has created a way to move forward in
other situations – will be using this method
again
 Reinvigorated local government
 Reaching further into community than ever
before
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20. Considerations
 Creating a presence
 Shift in thinking about your role
 Broadcasting > conversation
 Authority > moderator
 One to many > many to many
 Loss of control
 Can you/your group/your organization handle that?
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21. Thank you!
John Creighton
St. Vrain Valley School District
JOHN@CREIGHTON.COM
@JOHNCR8ON
WWW.JOHNCR8ON.COM
Scott Brown
Social Information Group
SCOTT@SOCIALINFORMATIONGROUP.COM
@SOCIALINFO
WWW.SOCIALINFORMATIONGROUP.COM
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