Date post: | 20-Jan-2015 |
Category: |
Documents |
Upload: | public-broadcasting-service |
View: | 204 times |
Download: | 2 times |
January 2010
Changents Service Overview
Change Agents are courageous leaders with amazing stories who take personal responsibility to tackle the world’s most intractable social & environmental problems.
We equip Change Agents with a robust suite of Web 2.0 storytelling
and mobilization tools - aggregated in a convenient,
easy-to-use toolkit to enable them to broadcast
their stories, connect with supporters around the
world and rally assistance for their projects.
We equip Change Agents with a robust suite of Web 2.0 storytelling
and mobilization tools - aggregated in a convenient,
easy-to-use toolkit to enable them to broadcast
their stories, connect with supporters around the
world and rally assistance for their projects.
We provide socially-conscious individuals the opportunity to engage with
exciting personalitieson the front lines of change in ways that are personal,
flexible and impactful without the bureaucracy
of traditional institutions.
We provide socially-conscious individuals the opportunity to engage with
exciting personalitieson the front lines of change in ways that are personal,
flexible and impactful without the bureaucracy
of traditional institutions.
We specialize in developingChange Agent-driven values
marketing programs thatare targeted at Gen X & Gen Y consumers, results-
oriented and customized for companies to communicate about the deep sense of
social purpose at the core of their business strategies.
We specialize in developingChange Agent-driven values
marketing programs thatare targeted at Gen X & Gen Y consumers, results-
oriented and customized for companies to communicate about the deep sense of
social purpose at the core of their business strategies.
12
3
…introduce emerging Gen X/Y agents of change and provide them
storytelling and support-building tools…
… and invite supporters to help exciting Change Agents on
the frontline lines of change.
We start with environmental andsocial issues young people
are passionate about…
Changents provides social media marketing and representation services for Change Agents by forging relationships on their
behalf with socially responsible companies, strategic partners, bloggers and influencers.
Change Agents are charismatic leaders who need to connect with a global base of supporters that will get behind their good works and take action.
CONSUMERSCONSUMERS
Highly motivated Gen X & Y want to pursue change in ways that are personal and “ownable” without the bureaucracy of traditional institutions.
SPONSORS
BLOGGERS & MEDIA
CHANGE AGENTSCHANGE AGENTS
Need turnkey, no-cost Web 2.0tools and social marketing support to build mass exposure for their stories and mobilizesupporters.
Desire to make a differenceon their own terms and side byside with ‘larger than life’personalities that inspire them.
Need to build brandheat and relevanceamong young, socially conscious consumers.
Needs real stories to connect with
audiences around the “yes we can”
zeitgeist of today.
PARTNERSPARTNERS
ONLINE COMMUNITIES
Need original content and opportunities for their communities to get involved.
MEET A FEW CHANGE AGENTS
TRASHING POVERTY INA NICARAGUAN LANDFILL
TRASHING POVERTY INA NICARAGUAN LANDFILL
Brad CorriganPoverty Rocker
DIGGING WELLS & CHANGING LIVES
Brad is jammin’ in Central America to lift up a community living in a
garbage dump.
Scott + NYC parties + street exhibits + tons of excitement = clean H2O in Africa
Scott HarrisonHip Hop
Humanitarian
Tutu AlicanteDictator Berator
Tutu is fighting a corrupt dictatorship in an oil-rich African nation.
ONE MAN HUMANRIGHTS
OPERATION
Chad PregrackePlanet Saver
MICRO-LOANS TOWOMEN ENTREPRENEURS
IN CHARGE ON AGARBAGE BARGEChad’s success cleaning up the
Mississippi River has launched a movement to reclaim our rivers
nationwide.
Chingwell Mutombu
Banker to the Poor
Chingwell’s small loans to women entrepreneurs are sparking big
changes in the Congo.
Change Agents are courageous leaders with amazing stories who take personal responsibility to tackle the world’s most intractable social & environmental problems.
• Partner-branded online experience where consumers can engage and team-up with amazing Change Agents who personify a company’s values.• Constantly regenerating pipeline of exciting Change Agent stories that are
packaged for the Web.• Customizable partner portal on Changents site integrates with partner corporate site to share content and user info.• Active story propagation via bloggers, Twitter influencers, and social sharing tools that publish content to social networking sites across the Web• Search engine marketing, Facebook advertising campaigns and other tactics to build consumer participation.• Online partnerships with third party sites to assist with cross-promotion, content and consumer engagement.
Be
ne
fit
to S
oc
iety
Benefit to Business
McKinsey & Company December 2009
Our Change Agent-driven programs put a human face on a company’s CSR commitments and deliver ongoing consumer engagement around shared values.
Problem: In 2008-09 Timberland needed to capture the Gen Y attitude toward the environment within a consumer engagement program tied to the brand values of the Earthkeepers collection.
Cas
e S
tudy
Solution: Changents developed and executed the first-of-its-kind Timberland Earthkeeper Heroes program - a values engagement initiative that combines the ongoing stories of 10 emerging environmental superstars with a leading edge social media experience.
Become a “Backer” call to action.
Send story to a friend.
Activity Ticker shows actions taken by the community.
Links to Backer profiles.
Navigation to main areas of story destination.
Head shot.
One-click engagement
opportunities.
Home page media player.
Twitter feed.
Most recent podcasts
Most recent posts.
Compelling story description.
Fast Facts.
Stats
Branded/themed page layout.
Cas
e S
tudy
The success of the Timberland’s partnership with Changents can best be summed up as follows…
– 125,000 unique visitors from around the world consumed more than 500,000 pages of story content.
– Significant expansion of Timberland’s social media footprint - initiated on Changents and spread across the Web.
– Visitors spent an average of 2.5 minutes per visit.– Earthkeeper Hero credibility brought real accessibility and measurable reach to
Timberland’s CSR investments.– Extensive social media expertise transferred to Timberland during the engagement.
Cas
e S
tudy
Stories syndicated by Changents across the Web generated the scale for
Timberland to be recognized as a champion of eco-innovators.
Several Earthkeeper Heroes have been recognized astop eco-influencers on
Twitter, creating ongoing value beyond the timeframe of the
formal campaign.
The global footprint of the program reached across North America & Europe,
extending to Shanghai, Mauritius, Australia and many
more countries.
Exemplary role models elevated by the Earthkeeper Heroes program inspired dozens of other eco Change Agents to start telling their own stories under the Earthkeepers banner.
• Forward-looking companies recognize the need to engage consumers genuinely around shared values to generate brand heat and lasting relationships.
• Traditional “Cause” campaigns with non-profits are no longer the most effective way to connect with socially conscious consumers.
• In today’s social media culture, people want to participate in change that is authentic, transparent, flexible, sharable and Internet-fast.
• Emerging, charismatic Change Agents are at the center of the most exciting social change projects happening within the United States and overseas.
• Ongoing stories told by Change Agents, combined with online technologies that enable consumer participation, create a sticky, cost-effective content pipeline.
• The Changents platform and our portfolio of services provide a robust connection point for companies and consumers to collaborate in support of the values they hold in common.
Changents 2.0 will be released Q2 2010
The site is being redesigned to support a significant upgrade to
features & usability that will expand the capabilities of the platform and
opportunities for corporate and strategic partnerships.
“The recent research in social psychology offers a couple of central lessons. The first is a bit surprising: We (engage) not because of stories of desperate circumstances but when we can be cheered up with positive stories of success and transformation.”
- Nicholas D. Kristof, Pulitzer Prize-Winning JournalistDecember 2009