So, we rolled into the refuge, parked the car and headed to buy our tickets aboard the eco-friendly trolley that would roll us leisurely through the park. “That’s $13 for each adult and $8 for the kids. $42 please,” the wildlife sales clerk informed us. She went on to say, “Of course, you can drive through the park in your (insert here: gas guzzling, footprint-leaving rental) car for $5.” My wallet must have overheard the conversation, as it did a double back flip and landed safely in the pocket of my shorts. That’s all the incentive I needed to make the wrong choice. “Kids, get in the car. We’re driving.” I instructed shamelessly.
What does this have to do with the power of media to change the world and WeMedia? Well, quite a bit, actually. Unlike my new friends at the to-be-unnamed wildlife refuge, we have the opportunity and privilege of designing new ways that create incentives for people to make the right choice. This little experience got me thinking about a handy acronym – F.R.E.E. If you’ll indulge me, I’ll use Changents (my company) to illustrate how we think about F.R.E.E.
FAMILIAR. Innovative uses of media technology are based on familiar, instantly understandable behavior. On Changents, we’re big fans of what we call the “rockstar/superfan” model. We figured, wouldn’t it be awesome to build a social media experience that connects the coolest people on the frontlines of change with their own mosh pit of super fans around the world to help them. When you create a sticky new context for familiar behavior, users instantly get it. We’re just getting started, but thanks to recent coverage we’ve received from the Boston Globe, ABC News Now, and others, the idea is catching on.
REAL. The verdict is out on this one, especially if you are a sheep-thrower on Facebook. But from my perspective, creating social change must feel captivatingly real. The Internet has plenty of places to sign virtual petitions, write a check to behemoth organizations or join a group for your turn on a virtual soapbox. On Changents, we’ve created a mechanism for anyone who is demanding personal involvement in creating change to do so, but side by side with an extraordinary personality who inspires them. It gets pretty “real” when you become a teammate of an iconic Change Agent (in your home town or across the planet) – literally being part of their triumphs and challenges in real-time.
ENTERTAINING. If “activism” were a food, I bet it would not taste very good. There in lies the problem. If media technology is to bring about meaningful social change, the user experience must be entertaining. On Changents, explosive stories, written with edginess and attitude and packed with personal anecdotes from the front lines always grab an audience. For some, non-profit “speak” works, but we like to check the mothballs and kumbaya at the door.
ENLISTABLE. I know, enlistable is not a word, but allow me some creative license here. Successful uses of media technology make it easy for users to enlist themselves. They offer “enlistable” action opportunities that provide an audience flexible ways to get involved. On Changents, we enable our users to “back” a Change Agent and in doing so become part of their virtual “ground team.” Soon, Backers will be able to contribute their talents or assume a specific role (such as promoter, fundraiser, first-responder) that move their Change Agent’s extraordinary work forward. This one-to-one relationship creates a highly personalized and flexible ways for anyone to make a difference and feel plugged into heroes who are on the frontlines getting it done. What is your enlistable model?
There you have it… and it’s F.R.E.E! If you have any tips or points to add here, drop me a line. We’re all figuring this out together.