4of4 dtruran ebbf imsd - social media for social innovators
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Using social media to communicate, learn and co-create social innovation
IMSD
PROFESSOR Daniel Truran
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.esebbf.org / Daniel Truran www.eoi.esebbf.org / Daniel Truran www.eoi.esebbf.org / Daniel Truran www.eoi.es
What can you expect from this course?
An introduction to social entrepreneurship (DT) !Social Entrepreneurship through the lenses of Ashoka 35 years’ experience (MZ) !Social Scaling and Hybrid Value Chains (MZ) !Creating your own social enterprise and social impact (DT) !Inspiring, managing, motivating your team and stakeholders (DT) !how can social innovators use social media to learn, engage and co-create? (DT)
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
how can social innovators use social media to learn, engage and co-create?
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social EntrepreneurshipLack of experience?
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
this is the era of collaboration of the connected society
co-working spaces
crowd-sourcing
crowd-funding
co-creation …
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
… collaborating and sharing is a natural attitude you live daily…
… and you have (at least) twice as much experience in social media as any of your “experienced” colleagues
ebbf.org / Daniel Truran www.eoi.es
What are two of the main differences between web 1.0 (before social media) and 2.0 (after social media) ?
IMSD / Social Entrepreneurship
website social platforms e.g. Facebook / Instagram / Twitter
> from promotion to interaction !> it hands over your enterprise to the “crowd”
> where should you be present? attracting to your magic website?
be where the crowd is
how often do you go to your - favourite - company’s website?
ebbf.org / Daniel Truran www.eoi.es
how can social innovators use social media to learn, engage and co-create?
IMSD / Social Entrepreneurship
how can social innovators use social media to promote their social enterprise?
ebbf.org / Daniel Truran www.eoi.es
we (not companies) are in control
increased democracy and trust
trust reigns - fake likes but we only TRUST people we know
buying becomes even more socially motivated: great products that consumers love will sell themselves
to make people become your evangelists have them co-create with you - have them FEEL and BE PART of your enterprise
the great connector is the EMOTIONAL connection
http://feeds.harvardbusiness.org/~r/harvardbusiness/daily-idea/~3/0Du3CFdcEsM/what-marketing-may-look-like-i.html
ebbf.org / Daniel Truran www.eoi.es
2006
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
Attitude Message Channel
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
Attitude
ebbf.org / Daniel Truran www.eoi.es
the times of “hard selling” are over ...
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
the times of “hard selling” are over ...
IMSD / Social Entrepreneurship
tempting but not right
have a great social enterprise idea?
want to convince everyone to “buy” it?
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
EVERY TIME you are about to post something ask yourself:
am I selling !or am I opening an opportunity for engagement
and allowing my target audience to - fall in love - (love brand)?
!and am I being useful to my target audience?
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
Blue Move Car Sharing example
being humourous !being human !being useful !creating partnerships with shops that can
bring in “responsible” clients
https://www.facebook.com/BluemoveCarsharing
after seeing their FB wall how did they use it ?
where an “evangelist” tells their friends about your social enterprise
ebbf.org / Daniel Truran www.eoi.es
what posts would make you
useful? !!Interesting? !!allow you to learn?
IMSD / Social Entrepreneurship
The good, the bad and the ugly
search - # - to be aware
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BE SOCIAL!
Listen
Social media
Dialogue Learn React
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
Should I then avoid Social Platforms?
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
HUB Madrid practical example: attitude and TIMING
ebbf.org / Daniel Truran www.eoi.es
using social media to communicate your values?
Alamo cinemas have a small passionate audience of movie lovers. They don’t allow sms texting in the movie theater.
A person did sms text in the movie theater and she was “thrown out”
what would you have done? “kick them out” of your movie theatre?
carefully “using” customer feedback
ebbf.org / Daniel Truran www.eoi.es
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
AttitudeMessage
Channel
ebbf.org / Daniel Truran www.eoi.es
think of your social enterprise
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
How to !attract?
Create Action
Who
WhAT
In YOUR enterprise / projectIMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
How to !make your message!move?
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
http://www.business2community.com/marketing/emotion-necessary-make-sales-0708440
how do you make it go viral?
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
... as long as you have something “good” to offer
use as market research
Others doing the marketing for you...
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
how do you make it go viral?
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effects of that video two years later
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THE MESSAGE
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... and here
The police have issued this warning: "If you are driving after dark and see an oncoming car with no headlights on, DO NOT FLASH YOUR LIGHTS AT THEM!" Why? Because the no-headlights car is being driven by a gang member, and as part of an initiation rite, the first person who flashes him will be hunted down and killed.
The police have issued this warning: "If you are driving after dark and see an oncoming car with no headlights on, DO NOT FLASH YOUR LIGHTS AT THEM!" Why? Because the no-headlights car is being driven by a gang member, and as part of an initiation rite, the first person who flashes him will be hunted down and killed.
It's emotional
doing a public service
A trigger is an environmental reminder to talk about an idea “when you see flashing lights...”
other examples of triggers
rogier.tumblr.com
use images …. with a message
they spread
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
what kinds of images would YOU use for your social enterprise?
look at specific - community impact - https://www.facebook.com/impacthubmadrid
Don’t sell your product /service
Have people!Resonate!
with your idea
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
where are we?
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
making a wall ... talk
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
revenues to a good cause
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
Make the involvement!meaningful and visible:!see you have made a difference
Attract
Create Action
ebbf.org / Daniel Truran www.eoi.es
Message!!Emotion!!ACTION
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
The ChannelAttitude Message
ebbf.org / Daniel Truran www.eoi.es
http://www.flickr.com/photos/dbarefoot/1814873464/
Which Channel?
ebbf.org / Daniel Truran www.eoi.es
you want to be where your customers are going - daily - (this is not your website)
WWW.THE-BEST-WEB-SITE-EVER.COM
ebbf.org / Daniel Truran www.eoi.es
you want to be where your customers are going - daily - (this is not your website)
WWW.THE-BEST-WEB-SITE-EVER.COM
ebbf.org / Daniel Truran www.eoi.es
Picking where people - currently - are
ebbf.org / Daniel Truran www.eoi.es
Picking where people - currently - are
ebbf.org / Daniel Truran www.eoi.es
Picking social media that your target uses
ebbf.org / Daniel Truran www.eoi.es
newsletter
WebsitePage
re-tweet
Notes
mailchimp
RSS
BLOGwordpress?
Where to post? … simplifying
https://www.youtube.com/watch?v=T6MhAwQ64c0
People Short Good Questions
How can you position yourself?
How can you position yourself?
It’s never been easier to find your relevant audience!
!as local or as global as
you wish!!
and engage, influence, impact and learn from !
!specially !
if you have something meaningful and valuable to offer that RESONATES with
people
ebbf.org / Daniel Truran www.eoi.es
ADDITIONAL BONUS MATERIALS
IMSD / Social Entrepreneurship
ebbf.org / Daniel Truran www.eoi.es
Not for long ...
Use tailored!platforms?
when choosing a social media channel mke sure it is one that will be there next year
ebbf.org / Daniel Truran www.eoi.es
IMSD / Social Entrepreneurship
http://www.guardian.co.uk/sustainable-business/blog/big-business-lose-social-enterprises
Tuesday 15 May 2012
ebbf.org / Daniel Truran www.eoi.es
Your role as “social entrepreneurs”“combines the passion to help society, based on entrepreneurial business principles laced with innovation and new ideas” !“I believe all three principles and ideas are assets I hope will one day make me
a social entrepreneur”
Don’t do it aloneDreaming dreams is often a solitary act, but it often takes a committed band of
people to translate a dream into reality
#getmehome
#getmehome
get to know!new contact
What are people saying about @AIESEC
#AIESECeventname
info comes!to you
1st to inform you of Hudson Plane, Chile Quake
www.ebbf.org
Nairobi sends more SMS
messages every day than does New York City.
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www.ebbf.org
www.ebbf.org
Total value of all loans made through Kiva: $130,604,210!Number of Kiva Users: 699,219!Number of entrepreneurs that have received a loan through Kiva: 333,125!Current repayment rate (all partners): 98.48%
www.ebbf.org
05/10/09 21:52Kiva - Community
Page 1 of 2http://www.kiva.org/app.php?page=community&kv_orderBy=amt_loaned&kv_direction=DESC&kv_page=2
Search for a lending team: Search
How do Lending Teams work?
Community
Lending Teams By Category: -- All Categories --
Showing records 11 to 20 from 8903, page 2 of 891
Name Created On Numberof
Members
Numberof
Loans
Total Loaned ↑
NetherlandsLocal Area
Aug 29,2008 611 6214 $183,800.00
You may join this open team.
Kiva Baha'isReligious Congregations
Sep 6,2008 95 1101 $173,000.00
You may join this open team.
Kiva Team GermanyLocal Area
Aug 29,2008 490 6184 $167,050.00
You may join this open team.
Kiva FranceLocal Area
Aug 29,2008 342 5999 $159,625.00
You may join this open team.
NorwayLocal Area
Aug 29,2008 685 5607 $155,550.00
You may join this open team.
You may join this open team.
One of the most powerful things about Kiva is our community of lenders. You now have theoption to connect with other lenders and make an impact as a team.
Start Your Own Lending Team!
Don't see a team for you? It's easy to start a new one.
How to grow your team using the Lending Team Playbook
Home | Kiva Gifts | Login | Register | Do More | My Basket | Help Center
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05/10/09 21:58Kiva - Wahed Group
Page 1 of 3http://www.kiva.org/app.php?page=businesses&action=about&id=136015&_tpos=5&_tpg=1
Make a loan
$1,475.00 Loan Request$1,350.00 Raised so far$125.00 Still needed $25.00
25 days left
Subscribe
About the Group
GroupName:
Wahed Group
GroupMembers:
Wahed Abdull Hady Nekena Rastam Khoja Mohammad KhojaSardaraqa Faryba Mohammd Sarowar Gullaly Abdull Qodos
Location: Kabul, AfghanistanActivity: Services
About the Loan
Loan Amount: $1,475.00Loan Use: their improve for their busineeRepaymentTerm:
11 months - View details below
LendersRepaid:
Monthly
CurrencyExchangeLoss:
Covered
Date Listed: Oct 1, 2009
DateDisbursed:
Sep 10, 2009
About the Field Partner
Field Partner: Ariana Financial ServicesJoint Stock Company (AFS),a partner of Mercy Corps
Field PartnerRisk Rating:
(Learn more)
FundraisingStatus:
Active
Time On Kiva: 32 months
KivaEntrepreneurs:
2140
Total Loans: $995,950
DelinquencyRate:
0.00%
Sean Howell Seattle, WA United States
Elizabeth Albany, NY
United States
peter Pettendorf, Germany
Kashia Fort Collins, CO
United States
Barbara Maple, Ontario
Canada
Dinar Fremont, CA United States
Emily's Family Santa Barbara,
CA United States
Mike and Mim Sitka, AK
United States
Elisabeth London,
United Kingdom
AnonymousNewton, MA United States
Scott Long Beach, CA
United States
Emily & Curtis poughkeepsie, NY
United States
Dave Palo Alto, CA United States
Joseph Neutral Bay, NSW
Australia
Brian Kanata, Ontario
Canada
Wahed Group
Wahed is the group leader of Ahmad Wahed group. There are five members in thisgroup and each of them is taking a loan to expand her or his business.Wahed wants to take a loan to for his business of DVD shop.Nekena wants to takea loan for her husband, who has small electric materials.Nekena husband wants topurchase a new electric materials for his shop.Khoja Mohammad wants to take aloan for the photo shop business and he wants buy new camera for his shopbecause he has lots of problems and help with families. Faryba and Gullaly want totake a loan for the business of tailoring. Their want to buy new machine for theirbusiness. They requested a group loan of 70000 Afghani. They are very thankful to Kivalenders that support the entrepreneurs in the progress of their business.
About Group Loans In a group loan, each member of the group receives an individual loan but is part ofa group of individuals bound by a group guarantee. Under this arrangement, eachmember of the group supports one another and is responsible for paying back theloans of their fellow group members if someone is delinquent or defaults. Learnmore
Lenders to this group
Home | Kiva Gifts | Logout Daniel Truran | Do More | My Basket | Help Center
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USING !API
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How would!you use it!in your project?
What if it was people!you could meet?
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www.ebbf.org
www.ebbf.org
www.ebbf.org
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Talk to a few... ... or to many?
What do!you think?
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Other Projects ?
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Talk to a few... ... or to many?
Higher level of trust Deeper conversations More alignment
Larger Impact Scale of influence World reach Widening contacts and knowledge
Jammer Wiki
www.ebbf.orghttp://www.slideshare.net/jaggeree/social-networks-for-grand-challenges
small !vs !
large!groups
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V.I.B.s!!> 1,000 friends!!ALIGNED
Who are the key influencers in your project area?
ebbf.org / Daniel Truran www.eoi.es
You are on a path, your path
“a path invites participation, it beckons to new horizons, it demands effort and movement, it accommodates different paces and strides, it is structured and defined”
“crucially, one walks the path in the company of others” !
Universal House of Justice
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