Last Thursday I had the pleasure of visiting Bend, OR and speaking to the wonderful folks at Ad Fed of Central Oregon. I spoke about the importance of designing experiences for networks of connected people instead of just for groups of individuals.
In this presentation I discuss why I think this is important, what are some things you should know about empowering people to share, cooperate, and organize collective action, and a few examples from work we’ve been doing at Undercurrent and other brands.
The last section is a practical framework I’ve been developing for engaging a community to work towards a shared outcome. The framework combines The Collective Intelligence Genome from the Center for Collective Intelligence at MIT (highly recommend that you go read this paper) with a lens for aligning brand intention with a cultural understanding of the community.
I’ll be revisiting this framework in another post later this week, but I’d love to hear your initial impressions of it, and questions that it raises for you. Comments welcome.