Mandalah's Germany CEO Florian Peter on how to bridge social media with social impact. Inspirational examples for how social media can serve a social purpose, originally presented at the Thought Leader Conference in Berlin (March 2014). Mandalah is a global consultancy for conscious innovation focused on delivering solutions that combine purpose and profit. www.mandalah.com

1. FROM SOCIAL MEDIA
TO SOCIAL IMPACT
FLORIAN PETER
MANDALAH GERMANY CEO
Originally held at the Thought Leader Conference in
Berlin, March 27, 2014.
© Mandalah 2014
All rights reserved

2. SOCIAL

3. “SOCIAL”
There are widely varying interpretations of “social”

4. The Social Business Index provides insights into how ‘social’ companies are and how they measure up against
competitors. It uses ‘social business’ benchmarks, grouped according to company, subsidiary, geography,
department, and brand. www.socialbusinessindex.com

5. The Social Progress Index: To truly
advance social progress, we must
learn to measure it comprehensively
and rigorously. A rich framework for
measuring the multiple dimensions of
social progress is indispensable in
clarifying its components,
benchmarking success, and
catalyzing improvement.
www.socialprogressimperative.org

6. Social media is the interaction
among people in which they
create, share or exchange
information and ideas in virtual
communities and networks.
SOCIAL MEDIA
To clear up this confusion, I consulted Wikipedia to come up with a definition:

7. The net effect of the interactions
within a community and the
well-being of individuals
SOCIAL IMPACT

8. SOCIAL
MEDIA
IMPACT
Social media = interaction between people
Social impact = actions with intended (good) purpose

9. SOCIAL
MEDIA
IMPACT
Interaction between organizations and followers with the purpose of creating impact.
Interaction between organizations and stakeholders with the purpose of creating impact.

10. INTERACTION PURPOSE
It’s about interaction with a purpose.

11. NEW YORK, USA!
MEXICO CITY, MEXICO!
RIO DE JANEIRO, BRAZIL!
SÃO PAULO, BRAZIL!
BERLIN, GERMANY!
TOKYO, JAPAN!SAN FRANCISCO, USA!
BUT WHY AM I TELLING YOU THIS?
As the Germany CEO of a global
conscious innovation
consultancy, Mandalah, I have
gathered some experience
balancing interaction
and purpose when it comes to
social media and social impact.

12. As the Germany CEO of a global sustainable innovation company, Mandalah, I have gathered experience balancing
interaction and purpose.

13. SOCIAL MEDIA +
SOCIAL IMPACT
SOCIAL
ENTREPRENEURS
=
If they are so similar, who works in this overlap of social media and social impact? When you pair the two trends, you
get social entrepreneurship (pursuing innovative solutions to social problems).

14. WHO’S DOING
THIS?

15. Peers.orgPromoting the sharing economy
Peers.org is a social platform to support the emergence of the sharing economy. Directly sharing existing assets –
cars, homes, skills, time – helps everyone pay their bills, reduces waste and promotes social stability.

16. Startsomegood.com
Crowdfunding for Changemakers
Startsomegood provides customized crowdfunding for non-profits, social entrepreneurs, and changemakers – the
platform takes 5% of the total funds raised. Successful projects boast more than $100 000 each in raised capital.

17. Pepsi Refresh
Funding Ideas That Do Good
An initiative started in 2010 by PepsiCo to award $20 million in grants to individuals, businesses and non-
profits, Pepsi Refresh supports ideas that have positive impacts on the community.

18. Festival of IdeasCitizens for a Better Brazil
A crowdsourcing portal for Brazilians to submit ideas in order to improve the country, the Festival of
Ideas had 3 focuses in 2011: urban mobility, violence, and natural catastrophes.

19. Focus on Germany
So what can we do to engage in social entrepreneurship and social media?

20. GoogleGründergarage
A start-up contest in Germany, the
Gründergarage coaches aspiring social
entrepreneurs with their business
planning and helps them rally support
and funds.

21. NATURA
OPEN INNOVATION MODEL
Almost every finalist in the contest was a socially-conscious for-profit. They mobilized supporters through social media and
enthusiasm to their respective IndieGoGo campaigns. Examples: www.slashcup.eu & www.khadibag.com/secure.greenpeace
odf/taschen/

22. SOCIAL COMMITMENTAll finalists which are still in the market say it was not the prize money that kept them
going. But the social commitment they made to their supporters to pull through!
Social media for social impact.

23. Where is this going?
How can corporations engage?

24. PURPOSE OPEN DIALOG SHARED VALUE
Find your company’s purpose, because causes unrelated to your company’s essence are going to
fail. Generate and engage in open dialog on social media. Don’t just use it as a marketing tool.
Create shared value to shape a social future for your business and everyone else.

25. GE
NIKE
General Electrics’ Ecomagination Challenge (2012) crowdsourced solutions to sustainability dilemmas in America, assisted by a
strong editorial team, with winners receiving $200 million in investments. Nike’s Making App offers the company’s inside knowledge
on sustainable design to the greater community.

26. SÃO PAULO
Rua Madalena 284, Vila
Madalena
São Paulo -SP - Brasil
T +55 11 3097 9836
sao@mandalah.com
MEXICO CITY
Alfonso Reyes 215 - Int. A Col.
Condesa
Ciudad de México - México
T +52 55 5533 1763
mex@mandalah.com
NEW YORK
187 Lafayette St., 5th floor
Soho - New York - 10013 USA
T +1 212 334 6306
nyc@mandalah.com
SAN FRANCISCO
2153 Sacramento Street #11
San Francisco, CA 94109 - USA
T +1 (415) 215-1443
sfo@mandalah.com
BERLIN
Gneisenaustr. 66b, 1HH
10961 - Berlin
T +49 30 340 80091
ber@mandalah.com
TOKYO
World Udagawa Building,
7th Floor
Udagawa-cho 36-6, Shibuya-ku
Tokyo, 150-0042 - Japan
F +81 (0)3 6855 7386
tyo@mandalah.com
WWW.MANDALAH.COM
FACEBOOK.COM/MANDALAH
TWITTER: @MANDALAHGLOBAL
THANK YOU!
IMAGE CREDIT:
SLIDE 7: WWW.MCDOWELLTECH.EDU/IMAGES/COMMUNITY.JPG
SLIDE 13: TECHWADI.ORG/MENA/SOCIAL-ENTREPRENEURSHIP-POST-ARAB-SPRING/
SLIDE 17: IMAGES5.FANPOP.COM/IMAGE/PHOTOS/28000000/PEPSI-05-JESS-OWEYS-FAVE-PEPSI-PICKS-28003782-1920-1200.JPG
SLIDE 19: WWW.VECTORTEMPLATES.COM/RASTER/MAPS-WORLD-MAP-02.PNG
SLIDE 23: HTTP://1.BP.BLOGSPOT.COM/-JOZTONAT9IU/UDVLANWPY6I/AAAAAAAAAFO/CZXZIB0XBNS/S1600/IMG_0387.JPG
(ALL RETRIEVED ON MARCH 25, 2014)