Changents Overview Presentation
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Changents connects charismatic leaders ("Change Agents") working on social and environmental causes with supporters through an online platform. The platform provides tools for Change Agents to share their stories and mobilize supporters. Changents also partners with companies to develop marketing programs highlighting Change Agents' work in order to engage socially-conscious consumers around shared values. An example partnership profiled a Timberland program featuring 10 environmental "Earthkeeper Heroes" that engaged over 125,000 visitors through shared stories and social media.
Changents Overview Presentation
- 1. January 2010 Changents Service Overview
- 2. 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 provide socially- conscious individuals the opportunity to engage with exciting personalities on the front lines of change in ways that are personal, flexible and impactful without the bureaucracy of traditional institutions. We specialize in developing Change Agent-driven values marketing programs that are 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. 1 2 3
- 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 and social 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.
- 4. 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. CONSUMERS 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 AGENTS Need turnkey, no-cost Web 2.0 tools and social marketing support to build mass exposure for their stories and mobilize supporters. Desire to make a difference on their own terms and side by side with ‘larger than life’ personalities that inspire them. Need to build brand heat and relevance among young, socially conscious consumers. Needs real stories to connect with audiences around the “yes we can” zeitgeist of today. PARTNERS ONLINE COMMUNITIES Need original content and opportunities for their communities to get involved.
- 5. MEET A FEW CHANGE AGENTS TRASHING POVERTY IN A NICARAGUAN LANDFILL Brad Corrigan Poverty 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 Harrison Hip Hop Humanitarian Tutu Alicante Dictator Berator Tutu is fighting a corrupt dictatorship in an oil-rich African nation. ONE MAN HUMAN RIGHTS OPERATION Chad Pregracke Planet Saver MICRO-LOANS TO WOMEN ENTREPRENEURS IN CHARGE ON A GARBAGE BARGE Chad’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.
- 6. 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. Benefit to Society 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.
- 7. 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. 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. Case Study
- 8. 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. Case Study
- 9. 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. 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 as top 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. Case Study
- 10. 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.
- 11. “ 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 Journalist December 2009