Social Tech for Social Change
A Different Reality
Evelyn So

http://chasecomm.com/blog
#netchange
#ncwk
#MCC
Social Mastermind #Mastermind
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Recapping a few “Must Know”…
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Communication, Relationship,
Participation, Contribution
“Social” is a big part of the experience
No longer about 1-way telling
Ambassadors tell the stories
It seems quick, easy and free to do
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Decision Making Process
Ambassador
Involvement
Trust
Enthusiasm
Donors Knowledge
Volunteers
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The Influence
Site
Social
Print
Media
Social
Phone
Sharing
Donor
Volunteer
Event Blog
Email
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1
Competing for …
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1
7 2 6 3
5 4
6 3
5 4
1
7 2
1
6 3 7 2
5 4
6 3
5 4
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Sharing Stories for Social Change
Awareness, Recruitment, Fundraising
Pictures
Videos
Blogs
Organization
Discussions
Recommendations
News
Presentations
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One Sure Way to Fail
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The All Important Process
Assessment
Strategy
Plan
Execute
Maintain
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The danger of diving in
Assessment
Start and Stop Strategy
Fragmented messages
Costly operation
Not responsive (backfire) Plan
Lose connections
Lost trust
Execute
Maintain
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A Different Reality
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Médecins Sans Frontières (MSF) /
Doctors Without Borders
is an international humanitarian aid
organisation that provides emergency medical
assistance to populations in danger
in more than 70 countries.
MSF has been setting up emergency medical
aid missions around the world since 1971.
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Haiti
Martissant, a deprived slum of Port-au-Prince
• Armed groups are fighting
among themselves to control
the zone
• No health facilities – only MSF
provides emergency care to
the local population
• Gunshots, machete, car
Since June , 2007 accidents, general casualties –
every day
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Haiti
Hurricane Gustav, Tropical Storm Hanna, Hurricane Ike
• 25,000-30,000 houses
destroyed, 500 people dead
• 1 day – 110 consultations, 49
injured people, 16 surgical
procedures
“…I arrived here with the first
UN helicopter on the first
September , 2008 day, and I could only bring
medical equipment because of
weight and volume limits in the
helicopter.\"
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Western Kasai, Democratic Republic of Congo (DRC)
Ebola Emergency
• Isolation unit/zone
• Special suit, double-layered
gloves, goggles, hood
• Disinfect patients’ houses
• Hot weather
• Educate and train staff
• “[Father] is absolutely
convinced that he is combating
witchcraft.”
Evelyne Frauman, January, 2009
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Eastern Chad
Measles outbreak
• Measles vaccination campaign
• Writes about enormous logistic
challenges after her return
• Start at 5 a.m. >3 hours by
truck between bases, frequent
breakdowns
• 6:30 p.m. staff meeting
• “At 9 o’clock everybody was so
tired that sleeping was never a
problem.”
Lenny Krommenhoek, April, 2009
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It is not a world of
live blogging,
instant tweeting,
youtube streaming or
flickr sharing
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One of the many ideas from Social Mastermind
Q and A
using
Ustream.TV
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Another Different Reality
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Working with Youth
“Just came back from
another ABC youth program.
It is great!”
“I was TOTALLY
WASTED last
night, man”
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Control
Vs
User Generated
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A few recommendations at MyCharityConnects
 It starts from the organization training and relationship
management
 Low risk content sharing e.g. monitored blogs
 Big Brother = Influencers
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Implications…
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Think: Social Communication Ecosystem
Leverage the power of “old” tech
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Don’t Forget (Web 1.0, Offline) Hygiene
Our informatoiion is regularly updatetd
Can people “travel” through your
ecosystem?
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Be Creative about Generating
& Repurposing Content
Before, during and after the journey
Blog, Tweet and more
1 Webmaster Vs Many smart
applications
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Operation Efficiency – Inside Out
E.g. Timely news
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Give Something for People To Talk About
Official Content
Organization
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Provide a Place for Story Sharing
Where’s the easiest place??
Pictures
Videos
Organization
Blog
(Protocol)
(Process)
Discussions
Recommendations
News
Dealing with sensitive issues
Presentations
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Where are the Ambassador Stories?
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Thanks!
www.noesium.com
evelyn.so@noesium.com noesium
www.noesium.com/blog
@evelynso
www.linkedin.com/in/evelynso
Evelyn So / Noesium Consulting
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