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7 Tips for Building Movement
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Why “movement”?
Premises:
1. a movement is a cultural trend ignited by voluntary, “bottom up” action
2. social media makes movement-building essential in brand management
3. every product or company has passionate evangelists who can spark movement around it
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About Kanu Hawaii
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www.kanuhawaii.org
About Kanu Hawaii: Mission
Build social movement for sustainable, compassionate, resilient communities rooted in personal commitments to change.
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Grassroots Organizing Online Tools & Community
www.kanuhawaii.org
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…make a commitment “I will…”
www.kanuhawaii.org
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www.kanuhawaii.org
…journal your progress
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…a global community of islanders.
www.kanuhawaii.org
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…a global community of islanders.
www.kanuhawaii.org
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We will…eat 100% home grown in September
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We will…cut our electricity and gasoline use by 25% in July
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We will…reach “3 doors down” and build community with our neighbors
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We will…register, inform, and turnout new voters
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…striving to be an island model for an island world.
www.kanuhawaii.org
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community.charterforcompassion.org
…striving to be an island model for an island world.
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www.911day.org
…striving to be an island model for an island world.
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7 (hopefully non-obvious) tips for movement building
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1 Movements begin with values that need expression
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2 Build a lattice (not a ladder) of engagement
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3 Identify, equip, and recognize evangelists
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4 Listen and follow-up to build trust and engagement
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5 Collect images and stories that illustrate your values
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Incentives got us 500 new contacts at a cost of < $0.05 per contact…
6 You can’t buy movement
…but their ongoing response rate was 2% vs. 15% for others.
Note: We saw the same effect when we tried to pay evangelists
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Online: (1) broadcast images and stories
(2) measure engagement levels
(3) identify new evangelists
(4) “drum beat” maintains engagement
7 Clearly define the roles of online and offline
Offline: (1) inspire the evangelists(2) build teams(3) create movement images and stories
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40 3,000 26,000 90%
volunteers
2
staff offline contacts unique visitors turnout rate
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I will…