Something is afoot when people begin to distinguish something that is familiar as 'good.' Not inferring that everything that went before it was 'bad,' The Good Web looks at the Internet and social media with new eyes and places value on using the tools of the Digital Age to create a groundswell of activity to assist with worthwile causes.
The use of the word “web” in The Good Web is actually a crossover word. It has a dual meaning: on one hand it refers to the Internet, where the viral message spreads, but it also refers to the human connections that are being developed. Indeed, the wide access and proliferation of interactive marketing is making it easier for non-profits, and activists to reach a world-wide audience.
Corey SzopinskiWhen interviewing Corey Szopinski, principal at Core Industries, an interactive design and marketing firm, he described "The Good Web as a genre of sites that use social media techniques to help spread a message," and noted that Charity:water, 350.org, Causecast, Together.com, Hopenhagen are a few of the many organizations that are leaders in this field.
Based on learning and sharing, Szopinzki's team thought it wise to host a conference under the same name, where organizers of many of these organization could discuss their success stories and best practices. From a collaboration standpoint, they decided to target three main audiences: brands (especially those with corporate social responsibility initiatives), causes (typically NGOs), and the advertising industry.
Out of this group, Core Industries expects a strong showing from the advertising community, since the date of the conference (September 25, 2009) coincides with New York City's Advertising Week (Sept 21st - 25th).
This first inaugural event will be held at the newly renovated School of Visual Arts Theatre in Chelsea. The venue holds approximately 300 and Szopinski is expecting a sell-out. For those that can't attend, Core Industries will be capturing the conference on video and releasing the videos online after the event, a la TED.
The speakers, including Jason Rzepka from MTV and Cindy Gallop, CEO of If We Ran The World are primarily from the east and west coasts of the US, but due to the timing of Advertising Week, Climate Week NYC, and the Clinton Global Initiative all occurring the same week,The Good Web looks to attract both NYC and international attendees.
"The content we're highlighting and the caliber of our presenters make this event a must for every chief marketing officer and non-profit looking to gain awareness using online tools," noted Szopinski.
Components of The Good Web
Like traditional brand marketing in the social media space, the pioneers of The Good Web use every online and social media tool available, including social networking, online gaming, mobile apps, email marketing, micro-blogging -- which all combined produce a multi-channel, real-time advocacy program that is accessible to millions.
Szopinski feels that "by combining brands, causes and consumers into the same mix, he hopes to see the emergence of 'authenticity marketing' supplant yesterday's 'viral marketing.'"
The Good Web conference will be considered a success noted Szopinski "when the name 'Good Web' can refer to all of the causes that are finding success using social media techniques. If we can share the success stories, then other causes can stand on the shoulders of giants, and can gain traction faster."
Sponsors for the NYC event include JustMeans, PlanetGreen, treehugger and Mashable. As next stops for the conference, Core Industries is planning a large event in LA in the Spring, 2010, and smaller traveling events to other cities like Boston, Washington DC, and San Francisco.
Stay tuned for more on The Good Web in the weeks and months to come.