designing movements social enterprise bootcamp november 2012
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Designing Movements
Lee-Sean Huang | leesean@purpose.com | @leesean
Lee-Sean
Lee-Sean Huang | leesean@purpose.com | @leesean
Introductions
Lee-Sean Huang | leesean@purpose.com | @leesean
Introductions
Who are you?
What brings you to this session?
Design
Lee-Sean Huang | leesean@purpose.com | @leesean
a plan for arranging elements to best accomplish a particular purpose
Charles & Ray Eames
Design
Lee-Sean Huang | leesean@purpose.com | @leesean
“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
Lee-Sean Huang | leesean@purpose.com | @leesean
communities of collective action united by a common commitment
Purpose creates 21st century movements
digital participation
Lee-Sean Huang | leesean@purpose.com | @leesean
21st Century Movements
real world impact
Lee-Sean Huang | leesean@purpose.com | @leesean
Movement Design Elements
STORYTELLINGWhat is the problem? How do we work towards a solution?
PROTOCOLSWhat do you believe in?
What are the rules of engagement?
ARTIFACTSMake social objects that
invite participation.
IDENTITYWho are you? What are you about?
Lee-Sean Huang | leesean@purpose.com | @leesean
Identity
Lee-Sean Huang | leesean@purpose.com | @leesean
Identity
Who are you?
What are are about?
Character
Lee-Sean Huang | leesean@purpose.com | @leesean
Stories
The journey
The process
How we make sense of things
Lee-Sean Huang | leesean@purpose.com | @leesean
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.
Lee-Sean Huang | leesean@purpose.com | @leesean
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.
Lee-Sean Huang | leesean@purpose.com | @leesean
Stories: Tea Party
Freedom is under assault in our
country. Americans will band together
to restore freedom in America.
Lee-Sean Huang | leesean@purpose.com | @leesean
Your Public Story
1. ChallengeWhy did you feel it was a challenge?
What was so challenging about it?
Why was it your challenge?
2. ChoiceWhy did you make the choice you
did? Where did you get the courage
– or not? Where did you get the
hope – or not? How did it feel?
3. OutcomeHow did the outcome feel? Why did
it feel that way? What did it teach
you? What do you want to teach us?
How do you want us to feel?
http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf
Lee-Sean Huang | leesean@purpose.com | @leesean
Public Story Elements
Story of SelfWhy you were called to what you
have been called to.
Story of UsWhat your constituency,
community, organization has been
called to its shared purposes,
goals, vision.
Story of NowThe challenge this community now
faces, the choices it must make, and
the hope to which “we” can aspire.
http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf
Lee-Sean Huang | leesean@purpose.com | @leesean
Stories: engage over time
SHARE
CREATE
PURCHASE
DONATE
ATTEND
CONVENE
VIEWLIKELE
VEL
OF
ENG
AGEM
ENT
PARTICIPATION OVER TIME
NEW MEMBERSAchieve scale with low-barrier, viral actions
COMMITTED COREActivate and empower evangelists
JOIN
Lee-Sean Huang | leesean@purpose.com | @leesean
Protocols
Lee-Sean Huang | leesean@purpose.com | @leesean
Artifacts
Lee-Sean Huang | leesean@purpose.com | @leesean
Movement Design Elements
STORYTELLINGWhat is the problem? How do we work towards a solution?
PROTOCOLSWhat do you believe in?
What are the rules of engagement?
ARTIFACTSMake social objects that
invite participation.
IDENTITYWho are you? What are you about?
Table of Contents
Table of Contents
Identity
Lee-Sean Huang | leesean@purpose.com | @leesean
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 ! SALIENTIs 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?
▢ ACTIONABLECan 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 IMPACTMeu 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 ADVANTAGEIs 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 GROWTHWill running the campaign generate free earned media and/or promote Meu Rio membership growth?
Evaluation Principles for Campaign Tools ! Tactics▢ CONNECTIVEDoes it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers?
▢ PARTICIPATORYIs it open-ended enough to invite participation but guided and usable enough to actually use?
▢ USER SERVICEDoes it have a clear theory of change? Does the experience inspire, delight, or motivate users?
▢ SCALABLEDoes it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?
▢ REUSABLECan it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty?
▢ HACKABLEIs it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements?
▢ AWESOME/INTANGIBLESIs it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
25% for Education
Lee-Sean Huang | leesean@purpose.com | @leesean
Lee-Sean Huang | leesean@purpose.com | @leesean
Movement Design Elements
STORYTELLINGWhat is the problem? How do we work towards a solution?
PROTOCOLSWhat do you believe in?
What are the rules of engagement?
ARTIFACTSMake social objects that
invite participation.
IDENTITYWho are you? What are you about?
QUESTIONS?
Lee-Sean Huang | leesean@purpose.com | @leesean
THANK YOU!Lee-Sean Huang | leesean@purpose.com | @leesean
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