Presentation for nomadic marketing on the broccoli project

1. MarcAnthony Zimmermann
Head of Broccoli!

2. Using Social Objects to
abstract notions of Web 2.0 in a
form accessible to the people
at the bottom of the pyramid

3. Using social technology to make
a real difference to real people

4. Part 1
A Brief History
Some Influences
A New Model
Part II
Field Prototyping
Food Vouchers & Cape Town station
Finale
Video Documentary
How we have benefited from social media

6. <a brief history>

7. MaZ Chief Executive Punq

9. //
1. make a real difference to people
2. use technology (mobile)
3. be (commercially) sustainable
4. serve bottom of pyramid
//

10. Startup Infrastructure:
128 MB Memory Stick
+
Internet Cafe

12. //performance

13. 8 Month 8 Month
Projection: Actual:
70,000 460,000

14. Current:
780,000+

15. //good times

16. Hola7
Foundation
Emndeni Home
Laphumilanga HIV Orphanage in Port Elizabeth
//while doing good
Hospice Matlosana in Klerksdorp
Emmanuel Home in Klerksdorp

17. //my influences

18. Jyri Engestrom
Social Objects
Maslow’s Hierarchy

19. //thought framework

20. //thought framework
It is hard to imagine a that community of members surviving on less than
$2 a day will derive any real value from the benefits of Web2.0 from
services such as del.icio.us, Youtube or Facebook.
The intention of MZANZI.mobi is a promise of hope to itʼs users. The aim
is to give communities in South Africa a voice that is heard by a global
market place, a voice that can be acted upon in a real and meaningful way.
MZANZI.mobi aims to abstract the benefits and notions of Web 2.0 into a
form that is accessible to a mass population, but more importantly will
make a real difference in the lives of everyday South Africans by
transforming mobile phone interaction into a global platform for action.
November 2007 - Application for Funding
to Knight Foundation

21. //a new model (maybe?)

22. WEB2.0
Hunger
Social Entrepreneurship 2.0

23. </a brief history>

24. field prototyping

25. //a food voucher
prototype

26. Cape Town
Meat Emporium

27. Cape Town Central Station
06 June 2008

28. 08h10 08h20 08h30

30. //social objects

31. Females Chose Feminine Hygiene
Products over Food (Some Men too)
70% 30%

33. //
1. make a real difference to people
2. use technology (mobile)
3. be (commercially) sustainable
4. serve bottom of pyramid
//

34. A rewards program for the poor...

35. //rewards programs

36. $ - Cost to Country
Receive Incentive
get tested
for
HIV
Stay HIV
negative
year1 year2 year3 year4
time = t

37. $ - Country GDP
Receive Incentive
Find
Employment
Continued
Employment
year1 year2 year3 year4
time = t

38. //funding model
Distribution
Web Co-Payments
Donations
CSI Brand/
Funding Advertising

39. How is this a
social object ?
From Jyri Engestrom & Kevin Anderson
http://tinyurl.com/youhmc
Tasty Links >> http://blip.tv/file/264795
http://tinyurl.com/4fu3rm

40. 1
You should be able to define the
social object your service is built
around
Food

41. 2
Define your verbs that your users perform
on the objects. For instance, eBay has buy
and sell buttons. Itʼs clear what the site is for.
Give / Feed

42. 3
How can people share the objects?
Via Mobile
Person 2 Person

43. 4
Charge the publishers,
not the spectators.
Integrated
MultiParty
Subsidy
(Google Model /
Free* Model)

44. 5
Turn invitations into gifts
Buy a book of
vouchers
give them to who
you
want

45. //in the field

46. YOUTUBE - http://tinyurl.com/3n9wnr
//incentive based HIV testing

47. How have we benefitted from social media ?
1. Internal blog where we share developments and ideas
2. Putting videos on Youtube puts the work into context
and keeps international funders up to date
3. Using social media tools appeals to our partners & funders
4. Social media is an indirect marketing & reputation tool and not a direct
marketing channel

48. 5. Met REALLY cool people!!!