good-deck 100kin10 summit

8/2/2019 GOOD-Deck 100Kin10 Summit

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CONFIDENTIAL GOOD/CORPS LLC 2011

While the ront pages o Iranian newspapers wereull o blank space where censors had whited-out

news stories, Twitter was delivering inormationrom street level, in real time.

- TIME, 6/17/09


3/22


Increasingly, citizens o all ages, but particularly the young, arerejecting conventional structures like parties and trade unions inavor o a less hierarchical, more participatory system modeled inmany ways on the culture o the Web.

- NEW YORK TIMES. 9/27/11


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What began as a small gro

o protesters expressing the

grievances about economic

inequities last month rom

a park in New York City

has evolved into an online

conversation that is spread

across the country on socia

media platorms.

- NEW YORK TIMES, 10/8/11


5/22


We are not coordinating anything, said Justin Wedes, 26, a ormer

high school science teacher rom Brooklyn who helps manage one o the

movements main Twitter accounts, @OccupyWallStNYC. It is all grass

roots. We are just trying to use it to disseminate information, tell stories,

ask for donations and to give people a voice.- NEW YORK TIMES, 10/8/


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Its going to be a new day in the Senate. The way citizens communicate with their government is n

going to be the same. - SENATOR RON WYDEN, DEMOCRAT OF OREGONSOPA


7/22


Without clearly dened leaders, oten without trigger events,

movements are emerging where latent values are shared online,

creating powerul communities o interest.

Arab spring / London riots / Occupy Wall Street / #IRAN / SOPA


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VALUESSOCIAL

CONNECTIONS

SHARED VALUE

COMMUNITIES=


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SELF EXPRESSION SOCIAL MEDIA = GAGAS LITTLE MONSTERS+48M FB ans 19M Twitter ollowers


10/22


HELPING LGBT YOUTH REACH ADULTHOOD YOUTUBE+ =

500Karound the world have signedthe pledge

Over 20,000 videos, over 100M views

President Barack Obama, Secretary oHillary Clinton, Rep. Nancy Pelosi, ALambert, Anne Hathaway, Colin FarMatthew Morrison o Glee, Joe JoJoel Madden, Ke$ha, Sarah SilvermaGunn, Ellen DeGeneres, Suze Orman

The stas o The Gap, Google, FacebPixar, SF Giants

245KFB ans - 48KTwitter ollowers

Over 30Kvideos - over 40M views

IT GETS BETTER


11/22


Kickstarter is the largest unding plator creative projects in the world.

Case study: Tik Tok

Idea to create a watch strap or iPod Raised money on Kickstarter to creatwatch (goal o $15,000 raised - reach$942,000)

Watch available in all Apple stores

Kickstarter: 530% ANNUAL GROWTH

LAUNCHING SMALL BUSINESS IDEAS SOCIAL PLATFORM = KICKSTARTER+


12/22


Etsy is the worlds handmade marke

We see a world in which very-verybusinesses have much-much more swin shaping the economy, local livingeconomies are thriving everywhere, people value authorship and provenmuch as price and convenience.

1,800,000 Handmade items listed oeach month

PROVENANCE AMIDST GLOBALIZATION SOCIAL PLATFORM ETSY+ =


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INDIVIDUALSVALUES

CULTURESVALUES

ORGANIZATIONSVALUES

TRADITIONAL BUSINESS / DIRECT SERVICES

SOCIAL MOVEMENTS / COMMUNITIES OF INTEREST

CAUSE MARKETING / CSR / PHILANTHROPY


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Digital Revolution

Digital Revolution

INDIVIDUALS

VALUES

ORGANIZATIONS

VALUES

CULTURES

VALUES

...the next big thing [is] culturalrevolution omented by the act thatroughly a billion people all over the worldare connected directly to each other. -FRED WILSON, UNION SQUARE VENTURES


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TRADITIONAL BUSINESS / DIRECT SERVICES

SOCIAL MOVEMENTS / COMMUNITIES OF INTEREST

CAUSE MARKETING / CSR / PHILANTHROPY

INDIVIDUALSVALUES

ORGANIZATIONS

VALUES

CULTURES

VALUES

Individuals assess and respond to culture,and nd/build communities aster

Organizations assess and respond tindividuals aster

Organizations assess and respond toculture aster


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SHARED VALUE

TRANSFORMATIONAL CHANGE

Social Innovators

Business

Opportunity

INDIVIDUALSVALUES

ORGANIZATIONS

VALUES

CULTURES

VALUES


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SHARED VALUE

TRANSFORMATIONAL CHANGE

STRATEGY&INNOVATION

COMM

UNIC

ATION

+ENGAGEMEN

T

COMMUN

ITYACTIVATION


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STRATEG

Y&INNOVATION

COMM

UNIC

ATION

+ ENGAGEMENT

CO

MMUNITYACTIVATION

SHARED VALUE

What are we trying

to achieve?

OBJECTIVE

What would weideally want relevant

audiences toeel about us?

STRATEGICPOSITIONING

COMMUNICATIONSPLATFORM

How do we express ourstrategic positioning ina way that will stick in

an inormation-saturatedworld?

360-DEGREEACTIVATION

How do we bring ourplatorm to lie throughengaging campaigns -

earned, social and paidmedia, and ofine?

Are ourcommunicationsadvancing our

objectives?

MEASUREMENT


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Pepsi Refresh showed what it meanpique the interest of the Twitter audiand draw them to a site to learn mor

take action.CLAIRE DIAZ ORTIZ, TW

STRUCTURE

Individuals, nonprots, and businesses wsocial impact apply online in 15 minute

Top 60 vote-getters receive $5k-$50k

>1000 Shovel-ready projects

RESULTS:85M Votes, 46M Web Visitors

4B Earned Media Impressions

4M New FB Fans

1,000 Tweets Per Day;

65KNew Twitter Followers

38%National Awareness

IDEAS TO IMPROVE COMMUNITIES = PEPSI REFRESH PROJEC+ SOCIAL PLATFORM


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In commemoration o the 10thanniversary o 9/11, we collaborated the creation o one o the largest days

good deeds and service so that Americould remember by doing. We ralliedcollective o individuals, celebrities anpartners to show that good deeds andservice are the way to pay tribute andmeaning to the victims and heroes o 9/11 attacks. A movement has begunuture 9/11 anniversaries will continubuild a nation committed to saying: I

300,00 Facebook ans in 70 days

100,000 Daily active users

1M total unique visitors to 911day.or andan page in 2011

3M pageviews since June 2011 to 911.org

I WILLREMEMBERING 9/11 THROUGH SERVICE =+ONLINE AND OFFLINESOCIAL CONNECTIONS


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A multi-sector movement to answer nations call or 100,000 quality scie

technology, education, and math teain US classrooms within 10 years.

Key responsibilities include:

leadbrandinganddesignforallcollateral;managethebuildofawebsiteandpartner intranet;growmulti-sectoralpartners,who

each made tangible commitmentsto reaching the goal, rom 0 to 118 imonths through partner recruitment vetting;developandimplementcreativecor partner and public engagement.

EVERY CHILD DESERVES A

QUALITY STEM TEACHER 100KIN10+ =ONLINE AND OFFLINE

SOCIAL CONNECTIONS


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THANK YOU!

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