Download - Mobilizing your Community through Research
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Caroline Wilson@carolinevireo
#communitymattersMRIA QRD Day
February 21st 2014
Session #6: Mobilizing Your Community Through Research
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Community matters.
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We live with unprecedented connectivity.
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There’s a lot of communities out there.
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FIVE MAIN TYPES OF COMMUNITIES
•Neighbourhoods, cities, villages•Sharing common geographies, resources, issuesPlace•Families, ethnicities, heritage•Sharing common heritages, languages, culturesPast•Companies, organizations, institutions•Sharing common missions, goals, interestsPurpose•Religions, political affiliations, worldviews•Sharing common beliefs, stories, valuesPerspective•Disciplines, crafts, and careers•Sharing common types of work, knowledge, learningPractice
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Consider the prevalence of these communities, and the frequency and depth with which we
interact with them.
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FACILITATING, DEEPENING AND CROSS POLLINATING
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Sometimes it feels like there are new communities and new ways to connect and
collaborate created every day.
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That’s because there are.
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“Over and over again, connecting people with one another is what lasts online, some folks
thought it was about technology but it’s not.”- Seth Godin
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“The best way to get people to do things for you, is to join them in what they are already doing.”
- Tom Merilahti, XING Forum
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It’s with this understanding and this starting point that we can start to explore these communities, and
support their creation.
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An international non-profit looking to understand and
mobilize their online community, and the effects of
community on donation behaviour via a Qualitative
MROC.
A Board of Trade with funding for a Youth Social Enterprise
Program, ready to get started, but with no information or
connection to local youth in this emergent area.
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We were challenged to embed, understand and mobilize around community for both of these
projects.
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WE HAD A GREAT ONLINE COMMUNITY TO START WITH
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WE RECRUITED AND INVITED FANS INTO THE MROC
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OUR FOCUS WAS CREATIVE ASSIGNMENTS THAT UNDERSTOOD CURRENT ACTIONS AND POSSIBILITIES FOR THE FUTURE – ONLINE AND OFFLINE
DonationBehaviour
FundraisingBehaviour
Advocate Behaviour
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WE EXPLORED AND DISCOVERED…
• Powerful, relevant content is key to advocacy and action
• Social Media is a tool for commitment
• Fundraising is an emotional rollercoaster
• Community members want a platform for protest and passion
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A SOCIAL ENTERPRISE ECOSYSTEM FOR YOUTH
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THIS WAS A CHALLENGE AT THE OTHER END OF THE SPECTRUM
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PEER-LED DISCUSSION GROUPS IN THE COMMUNITY
CommunityCall Out
Youth Participants
Peer Moderators
We needed information, but we also needed to understand and build community in the long term.
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WE WERE ABLE TO CO-CREATE AND DEFINE THE ECOSYSTEM
• The level of understanding needed around Social Enterprise
• Programs and services were a combination of actionable information combined with guidance
• The expected community and the expectations of that community
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Understand and leverage the power of our networks.
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Define the communities we want and decide on the communities we need.
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Become a part of those communities in a real way, by talking, listening and empowering members.
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“The future of marketing is not about doing and saying things to people, the future of marketing is
about doing things with and for people.”- Tom Merilahti, XING Forum
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Your community is out there.
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Thanks so much!
Any questions?
Caroline WilsonVireo Research
[email protected]/carolinevireo
ca.linkedin.com/in/carolinewilsonatvireo/ facebook/vireoresearch
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