One of the most critical parts of a social innovation challenge is mobilization. You may have an appealing topic or challenge, but if the right people do not know about it, the incoming ideas might be not helpful. Addressing those with passion and competence for the issue at stake is key. That means considering right from the start who the people are you want to attract to the process and how can they be reached. Internet is great for a wide reach of people, but it also may exclude some who are not internet savvy. Workshops on the other hand are a great way of enabling direct exchange and cooperation, but may exclude many who can not travel to the location where it is held. Mobilization means to have a strategy in mind how to reach many potentially interested and helpful participants for your process.

Step 1: Define Your Audience

What is your story and who cares about it?  Before you start sending out your message to the masses, you need to narrow down your audience and tailor your message to them.

Step 2: Define Your Core Message

To get your message across and make your project stand out, tell a good story. Open or social innovation is also about telling good stories. If you are putting open innovation to practice, then you most probably already have a great story in your hands, even if you do not know it yet.

Step 3: Promote

Now it is time to get your message out there. Think both about how to reach your existing networks, and how to reach your target participants. The great advantage of open innovation is that most people love to speak their minds and present their ideas. Tap into all available networks and communities and try to approach new ones.


>> Ch. 11 Engagement