4of4 dtruran ebbf imsd - social media for social innovators

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)

ebbf.org / Daniel Truran www.eoi.es
how can social innovators
use social media to
learn, engage and co-create?

Lack of experience?

this is the era of collaboration
of the connected society
co-working spaces
crowd-sourcing
crowd-funding
co-creation …

… 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

What are two of the main differences
between web 1.0 (before social media)
and 2.0 (after social media) ?
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?

use social media to
learn, engage and co-create?
use social media to
promote their social enterprise?

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

2006

Attitude Message Channel

Attitude

the times of “hard selling” are over ...

the times of “hard selling” are over ...
tempting
but not right
have a great social
enterprise idea?
want to convince everyone to
“buy” it?

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?

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

what posts would make you
useful?
!
!
Interesting?
!
!
allow you to learn?

The good, the bad and the ugly
search - # - to be aware

BE SOCIAL!
Listen
Social media
Dialogue Learn React

Should I then avoid Social Platforms?

HUB Madrid practical example: attitude and TIMING

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

Attitude
Message
Channel

think of your social enterprise

How to !
attract?
Create
Action
Who
WhAT
In YOUR enterprise / project

How to !
make your
message!
move?

http://www.business2community.com/marketing/emotion-necessary-make-sales-0708440
how do you make it go viral?

... as long as you have something “good” to offer
use as market research
Others doing the marketing for you...

how do you make it go viral?

effects of that video two
years later

THE MESSAGE

... 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...”

use images …. with a message

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

where are we?

making a wall ... talk

revenues to a good cause

Make the
involvement!
meaningful
and visible:!
see you have
made a
difference

Message!
!
Emotion!
!
ACTION

The ChannelAttitude Message

http://www.ﬂickr.com/photos/dbarefoot/1814873464/
Which
Channel?

you want to be where your customers are
going - daily - (this is not your website)
WWW.THE-BEST-WEB-SITE-EVER.COM

Picking where people - currently - are

Picking social media
that your target uses

newsletter
Website
Page
re-tweet
Notes
mailchimp
RSS
BLOG
wordpress?
Where to post? … simplifying

https://www.youtube.com/watch?v=T6MhAwQ64c0

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

ADDITIONAL
BONUS MATERIALS

Not for
long ...
Use
tailored!
platforms?
when choosing a social media channel mke sure
it is one that will be there next year

http://www.guardian.co.uk/sustainable-business/blog/big-business-lose-social-enterprises
Tuesday 15 May 2012

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 alone
Dreaming dreams is often a solitary act, but it often takes a committed band of
people to translate a dream into reality

#getmehome
get to know!
new contact
What are
people
saying
about
@AIESEC
#AIESECeven
tname
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.

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
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 Number
of
Members
Number
of
Loans
Total Loaned ↑
Netherlands
Local Area
Aug 29,
2008
611 6214 $183,800.00
You may join this open team.
Kiva Baha'is
Religious Congregations
Sep 6,
2008
95 1101 $173,000.00
Kiva Team Germany
Local Area
Aug 29,
2008
490 6184 $167,050.00
Kiva France
Local Area
Aug 29,
2008
342 5999 $159,625.00
Norway
Local Area
Aug 29,
2008
685 5607 $155,550.00
One of the most powerful things about Kiva is our community of lenders. You now have the
option 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

www.ebbf.org
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
Group
Name:
Wahed Group
Group
Members:
Wahed Abdull Hady
Nekena Rastam
Khoja Mohammad Khoja
Sardaraqa
Faryba Mohammd Sarowar
Gullaly Abdull Qodos
Location: Kabul, Afghanistan
Activity: Services
About the Loan
Loan Amount: $1,475.00
Loan Use: their improve for their businee
Repayment
Term:
11 months - View details below
Lenders
Repaid:
Monthly
Currency
Exchange
Loss:
Covered
Date Listed: Oct 1, 2009
Date
Disbursed:
Sep 10, 2009
About the Field Partner
Field Partner: Ariana Financial Services
Joint Stock Company (AFS),
a partner of Mercy Corps
Field Partner
Risk Rating:
(Learn more)
Fundraising
Status:
Active
Time On Kiva: 32 months
Kiva
Entrepreneurs:
2140
Total Loans: $995,950
Delinquency
Rate:
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
Anonymous
Newton, 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 this
group 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 take
a loan for her husband, who has small electric materials.Nekena husband wants to
purchase a new electric materials for his shop.Khoja Mohammad wants to take a
loan for the photo shop business and he wants buy new camera for his shop
because he has lots of problems and help with families. Faryba and Gullaly want to
take a loan for the business of tailoring. Their want to buy new machine for their
business.
They requested a group loan of 70000 Afghani. They are very thankful to Kiva
lenders 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 of
a group of individuals bound by a group guarantee. Under this arrangement, each
member of the group supports one another and is responsible for paying back the
loans of their fellow group members if someone is delinquent or defaults. Learn
more
Lenders to this group
Home | Kiva Gifts | Logout Daniel Truran | Do More | My Basket | Help Center

www.ebbf.org
How would!
you use it!
in your
project?
What if it
was people!
you could
meet?

www.ebbf.org
Talk to a few... ... or to many?
What do!
you think?

www.ebbf.org
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.org
http://www.slideshare.net/jaggeree/social-networks-for-grand-challenges
small !
vs !
large!
groups

www.ebbf.org
V.I.B.s!
!
> 1,000
friends!
!
ALIGNED
Who are the key
influencers in your
project area?

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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