Viral Change by Dr Leandro Herrero in Clean World Conference 2013

VIRAL, SOCIAL ACTIVISM Large scale behavioural change: Viral Change™

Leandro Herrero Viral Change Global L.L.P

The Chalfont Project Ltd.

Never doubt that a small

group of thoughtful,

committed citizens can

change the world. Indeed, it is

the only thing that ever has.

Margaret Mead, anthropologist

2

4

5

Clothes Altruism Street

violence

Music Blackberry Smoke

cessation

FaceBook

Community

ghettos

Fads

Jogging Healthy foods Obesity

7

1. How (large scale

behavioural) change works

2. 10 rules to create and

sustain a social movement

World I Communication Currency: Information

Facts, information,

Packaged

Cascaded down

9

PUSH Hierarchy

Repetition

Ideas conveyed,

EDUCATION AWARENESS AND SENSITIZATION

‘STIMULATION, MOTIVATION’

TRAINING ‘MANAGEMENT’

World II Behaviours

Currency: Action

Exhibited

Copied, imitated, followed

Mechanisms of influence

10

PULL Social network (informal+)

Viral spread ‘(mountain on fire’)

Infection and epidemic model

BEHAVIOURAL CHANGE ‘WAYS OF DOING’

NEW SOCIAL NORMS

CULTURE CHANGE

World I Communication Currency: Information

Facts, information,

Packaged

Cascaded down

PULL Social network (informal+)

Viral spread ‘(mountain on fire’)

Infection and epidemic model

BEHAVIOURAL CHANGE ‘WAYS OF DOING’

NEW SOCIAL NORMS

CULTURE CHANGE

11 11

PUSH Hierarchy

Repetition

Ideas conveyed,

EDUCATION AWARENESS AND SENSITIZATION

‘STIMULATION, MOTIVATION’

TRAINING ‘MANAGEMENT’

World II Behaviours

Currency: Action

Exhibited

Copied, imitated, followed

Mechanisms of influence

11

PUSH – WORLD I PULL – WORLD II

ATTRITION SCALE-UP

+

5 inconvenient truths in the

management of change

❶Communication is not change

❷There is no change unless there is behavioural change

❸Change behaviours, get culture

❹Cultures are not created by training

❺Change is PULL, not PUSH

BEHAVIOURS

Culture

Behaviours

16

Customers Colleagues Neighbours Friends Children ?

In the

business of

cleaning

the planet

In the

business of

eliminating

trash

Trigger Sustain

INFLUENCE

100

0

42 NGO

30 BUSINESS 29 GOVERNMENT

ACADEMICS 73

‘PEOPLE LIKE ME’ 60 TECHNICAL EXPERT 58

‘ORDINARY EMPLOYEE’ 55

CEO 30

T

rain

ing

, L&

D

OD

init

iati

ve

I

nte

rnal

co

ms

Man

agem

ent

syst

ems

To

p L

ead

ers

hip

Peer to peer

Horizontal network

‘Tribes’

Informal networks

S

oci

al w

ork

ers

Au

tho

riti

es

R

elig

iou

s le

ade

rs

Po

liti

cian

s

C

om

mu

nit

y le

ade

rs

Patient to patient

Youth to youth

Gang to gang

Family to family

“Youth to youth,

granny to granny”

24

Let’s create an internal

epidemic of....

25

If you want change, you

are in the ‘infection’

business, not the

broadcasting business

26

7

3

10

3

2

5

1

2

3

25 1250

50

28

Small set of non negotiable behaviours

Small number of highly

connected, highly influential

people

Peer-to-peer informal networks

Viral Change™

x x =

Information, dictation,

guidelines, instruction.

Top down communication

and training programme

All management hierarchical

layers

Traditional

Change Outcomes

x x =

1. How (large scale

behavioural) change works

2. 10 rules to create and

sustain a social movement

Short

Flash Mob

Demo 1 day event

1 day event

1 day event

1 day event

Short Sustained Social movement

1 day event

1 day event

1 day event

scale

scope Attraction, Motivation Skills, Competencies

Leadership

1 (Re) frame the narrative (spectrum of motives) 2 Agree on behaviours

3 Define the tribes

4 ‘Fix’ (coexisting) expectations (clicktivism, activism, ambassadors, ‘donate’)

5 Engage the hyperconnected

6 Focus on grassroots (‘it’s about you’) [+ digital]

7 Practice backstage leadership

8 Track progress

9 Tell the stories

10 Go back to number one

The 10 of a social movement

32

“The greatest danger for

most of us is not that our aim

is too high and we miss it, but

that it is too low and we

reach it.”

Michelangelo

(what about you?)

Leandro Herrero Viral Change Global L.L.P

The Chalfont Project Ltd.

Leandro-herrero@thechalfontproject.com

Contact: Lucy Marshall. Head of Communications.

The Chalfont Project Ltd & Viral Change L.L.P..

+ 44 (0) 1494 730999

Lucy-marshall@thechalfontproject.com