#thecause: how mass movements are made on the new social web

#thecausehow mass movements are made on the new social Web

Giovanni RodriguezUniversity of San Francisco

School of BusinessFebruary 23, 2011

What can business leaders learn from contemporary social movements?

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the revolution will not be tweeted

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How they choose to do it is less interesting,

in the end, than why they were driven

to do it in the first place.

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Malcolm in the middle

1the cause

the cause

Movements always begin with a grievance, a protest – a cause – over a wide and perceived inequity shared by a great number of people.

2the moment

the moment

Though the grievance has been growing slowly for many years, an unprecedented portion of the world is now demanding change. An even larger part of the world has been inspired by a common cause – food, jobs, political representation.

2. the moment

Though the grievance has been growing slowly for many years, a unprecedented portion of the world is now demanding change.

Algeria, Bahrain, Bolivia, China, Djibouti, Gabon, Iran, Jordan, Libya, Moldova,

Morocco, Saudi Arabia, Sudan, Syria, Tunisia, Venezuela, Yemen, Zimbabwe

Now playingIn Wisconsin(and elsewhere)

3fast history

fast history

A common body of knowledge about how movements are made has emerged, and each successive cause appears to be learning from the last.

2. the moment

Though the grievance has been growing slowly for many years, a unprecedented portion of the world is now demanding change.

Algeria, Bahrain, Bolivia, China, Djibouti, Gabon, Iran, Jordan, Libya, Moldova,

Morocco, Saudi Arabia, Sudan, Syria, Tunisia, Venezuela, Yemen, Zimbabwe

Marshall Ganzgrassrootsstrategist for CesarChavez

later for worked for Obama

2. the moment

Though the grievance has been growing slowly for many years, a unprecedented portion of the world is now demanding change.

Algeria, Bahrain, Bolivia, China, Djibouti, Gabon, Iran, Jordan, Libya, Moldova,

Morocco, Saudi Arabia, Sudan, Syria, Tunisia, Venezuela, Yemen, Zimbabwe

Tea Party:

Learned fromObama

4the metatribe

the metatribe

All mass movements rely on the ability of diverse participants to come together under a common umbrella. The closer it gets to ethnic, tribal, or historical identity – imagined or real -- the stronger the movement.

2. the moment

Algeria, Bahrain, Bolivia, China, Djibouti, Gabon, Iran, Jordan, Libya, Moldova,

Morocco, Saudi Arabia, Sudan, Syria, Tunisia, Venezuela, Yemen, Zimbabwe

5access

access

Mass movements today spread through the ready access to broadband, mobile lines, and social tools.

access

Mass movements today spread through the ready access to broadband, mobile lines, and social tools.

6leadership

leadership

Mass movements today profess to be “leaderless revolutions,” yet they almost always produce leaders with an ambiguous standing.

access

Mass movements today profess to be “leaderless revolutions,” yet they almost always produce leaders with an ambiguous standing.

access

Mass movements today profess to be “leaderless revolutions,” yet they almost always produce leaders with an ambiguous standing.

7organization

organization

Instead of strictly hierarchical organizations, mass movements tend to grow through more organic structures.

8money

money

Although not a critical element at the beginning of a movement, to keep it going almost always involves a strategic investment in operations.

9sustainability

sustainability

Most mass movements are not developed to continue beyond an immediate horizon. Thus, many struggle to persist.

sustainability

Most mass movements are not developed to continue beyond an immediate horizon. Thus, many struggle to persist.

10role

role

Despite their failure to persist – or sometime to even effect change – a mass movement has the potential to contribute its own part to fast history.

Lesson #1

Who owns social media? The user does.

Lesson #2

The future of all organizations – virtual, mobile, socially-driven.

Lesson #3

The role of leaders? Best practices, support, strategic investment.