SOCIAL MEDIA FOR SOCIAL GOOD:

HOW YOUR COMPANY COULD BEST UTILIZE THE POWER OF SOCIAL MEDIA

FOR CSR AND BEYOND

JULY 6TH, 2011 SOCIALCOMPANY, INC. HIROYASU “ICHI” ICHIKAWA @SOCIALCOMPANY

■ABOUT MYSELF:

WWW.SOCIALCOMPANY.ORG GENDAI BUSINESS

NETSQUARED TOKYO:

■ABOUT MYSELF:

COMMON GROUND FASTCOMPANY

TRANSLATION OF THE BOOK (2010 MARCH) “RULES OF THUMB”

“ANY TECHNOLOGY OR PRACTICE THAT LETS US SHARE (CONTENT, OPINIONS, INSIGHTS, EXPERIENCES, MEDIA) AND HAVE A CONVERSATION ABOUT THE IDEAS WE CARE ABOUT.” �

WHAT IS SOCIAL MEDIA?

SOURCE: SOCIALBRITE http://www.socialbrite.org/glossary

6 GROWING TRENDS OF SOCIAL GOOD USE OF SOCIAL MEDIA

1.  ONLINE DONATION

2.  MICRO VOLUNTEERISM

3.  CRISIS MAPPING

4.  CROWD-SOURCED CAUSE MARKETING CAMPAIGN

5.  GOV 2.0 / OPEN GOVERNMENT

6.  ON & OFF-LINE ENGAGEMENT

【1】GROWING SCALE OF ONLINE DONATION MARKET… 500,000 TIME BIGGER IN 12 YEARS.

【1】　CROWD-FUNDING: FACEBOOK APPLICATION “CAUSES” HAS 150 MIL. MEMBERS, RAISING $ 35 MIL. THOUGH SOCIALMEDIA

IN 2009, 850,000 PEOPLE PARTICIPATED IN MATCHING GIFT CAMPAIGN BY AFLAC, DONATING OVER $1 MILLION.

【1】 CROWD-FUNDING: ED NORTON’S CROWDRISE, AIMING TO RAISE 40 MILLION DOLLARS. ANYONE COULD BE A FUNDRAISER

*CROWDRISE WAS FOUNDED MAY 2010 AFTER EDWARD NORTON’S CHARITY PROJECT AT 2009 NYC MARATHON, RAISING 1.2 MILLION FOR 43 DAYS WITH TWITTER .

【2】 MICRO VOLUNTEERISM: SPARKED: A PLATFORM CONNECTING 3,000 NPO & 300,000 REGISTERED VOLUNTEERS

*COMPANIES LIKE GOOGLE, SAP, LINKEDIN HAVE BEEN INCORPORATING AS A EMPLOYEE’S VOLUNTEER PROGRAM.

【2】 MICRO VOLUNTEERISM: ORANGE’S DO MORE GOOD PROJECT :UK’S #4 MOBILE CARRIES (17MILLION USERS), LAUNCHED MICROVOLUNTEER APPLICATION

*15000 TASKS WERE COMPLETED IN THE FIRST 2 MONTHS, TOTALING 1000 HOURS OF WORK

YOUTUBE MOVIE ON ORANGE’S DO SOME GOOD

【3】 CRISIS MAPPING : USHAHIDI KENYAN BORN OPEN-SOURCED SOFTWARE HAS BEEN PLAYING VITAL ROLE IN HAITI, CHILE, JAPAN…

【4】 CROWD-SOURCED FUNDING: CASE OF PEPSI: REFRESH EVERYTHING PROJECT

*STOPPED TV COMMERCIAL FOR SUPERBOWL IN 2010 JAN. PROMISED TO DONATE 20 MILLION OVER 10 MONTH. (1.3 MIL. / MONTH) *4.6 MIL LIKES FOR FACEBOOK PAGE, 61 MILLION VOTES (AS OF 2011 JAN.)

YOUTUBE MOVIE ON PEPSI REFRESH PROJECT 2011

【4】 CROWD-SOURCED FUNDING: CASE OF JP MORGAN CHASE:

5 MIL. DOLLLARS DONATION HAS BEEN DONATED TO THE WINNERS OF CONTEXT

2.9 MIL. LIKES

【5】　GOV 2.0 / OPEN GOVERNMENT

CODE FOR AMERICA SEECLICKFIX

YOUTUBE MOVIE ON “CODE FOR AMERICA”

“A MARK OF A GREAT BRAND IN THE 21ST CENTURY IS MEETUPS: PEOPLE CARING ENOUGH TO MEETUP ABOUT THE BRAND,” ~ SCOTT HEIFERMAN, CEO OF MEETUP

【6】ON& OFF LINE ENGAGEMENT MOBILIZATION: “O TO O” = ONLINE TO OFFLINE “CONNECT IS KING, NOT CONTENT”

【6】ONLINE PLATFORM FOR COMPANY’S CSR INITIATIVE AND CITIZEN JUSTMEANS:

*MORE THAN 1,000 COMPANIES LISTED AND 250,000 TARGETED CSR CONSCIOUS REGISTERED MEMBERS.

■CROSS SECTOR COLLABORATION LEVERAGED BY SOCIAL MEDIA

COMPANY NPO

CONSUMER/ PEOPLE

↑Donate / Volunteer.

Donation, Support raising awareness→ ←Cause / Social branding

↓Product / Service

↓give a chance to serve

SOCIAL MEDIA

↑Purchse / Share info.

■A FEW RESOURCES TO LOOK INTO “SOCIAL MEDIA FOR SOCIAL GOOD” TREND

■A BOOK ON “SOCIAL MEDIA FOR SOCIAL GOOD WILL BE PUBLISHED THIS FALL.

■A WAY TO GET INVOLVED WITH THE MOVEMENT

→ NETSQUARED TOKYO WWW.NETSQUARED.JP

Thank you! Hiroyasu Ichikawa Twitter: @socialcompany e-mail: hiroyasu.ichikawa@socialcompany.org