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Changents Overview Presentation

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If you have any questions about Changents, please contact deron [at] changents [dot] com.
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January 2010 Changents Service Overview
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Page 1: Changents Overview Presentation

January 2010

Changents Service Overview

Page 2: Changents Overview Presentation

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

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Page 3: Changents Overview Presentation

…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.

Page 4: Changents Overview Presentation

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.

Page 5: Changents Overview Presentation

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.

Page 6: Changents Overview Presentation

• 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.

Page 7: Changents Overview Presentation

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.

Page 8: Changents Overview Presentation

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

Page 9: Changents Overview Presentation

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.

Page 10: Changents Overview Presentation

• 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.

Page 11: Changents Overview Presentation

“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


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