Annie Leonard & Christina M. Samala April 5, 2012 @ NTC NTEN

1. From Environmental Campaigner to New Media Mogul #12NTCstuff Annie Leonard & Christina M. Samala April 5, 2012 @ NTC NTEN

2. Create clear and compelling messages • Engage a broad audience through viral marketing • Listen to your audience

3. Hello, world.

4. Create clear and compelling messages We want a paradigm shift in the materials economy that transforms our current systems of production and consumption in order to create a more fair and just economy that serves ecological sustainability and social well being. Our world is obsessed with stuff and the system is in crisis.We’re trashing the planet.We’re trashing each other.And we’re not even having fun.

6. Clear and compelling messages online • Turn dense media into social media • Smaller, simpler messages travel further faster • Leave room for adaptation and improvisation • Make it easy to participate

8. Engage a broad audience

9. Engaging a broad audience online • Standard social norms and rules apply (think: reciprocityand the Golden Rule) • Know where the periphery is. Keep finding it, keep expanding it. • The core builds strength • The periphery builds size

11. Listen Louder

12. Talk WITH Your People (not at them)

13. Listen to ALL the feedback, not just the good kind

14. Create clear and compelling messages • Engage a broad audience • LISTEN

15. Thanks! www.storyofstuff.org