Social Media & Sustainability - HEC


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  • Bonjour, je suis tres reconnaissante a Miora pour m’avoir inviter ici aujourd’hui. Aujourd’hui je vais parler du web 2.0 – pourquoi c’est important pour vous, des entrepreneurs sociaux et autres et ce que vous pouvez en faire. J’avais donne un titre un peu different a la presentation …plutot , pourquoi le media social est important pour vous? Mais en effet, le monde du web 2.0 n’est pas important a moins qu’on veut faire partie de la conversation qui est en train de se derouler dans le web en ce moment. Donc si vous etes en train de developper un business plan et vous voulez trouvez des financiers, peut-etre cette conversation ne va pas etre aussi interressante. Mais si votre etes train de creer un site internet, alors vous allez peut-etre avoir une meilleure raison de plonger dans ce monde de media social.
  • Les applications evoluent vers un partage centr é sur l’utilisateur. Le web social donne aux utilisateurs l’opportunite de creer leur propre contenu et aussi ils peuvent avoir une interaction entre les autres utilisateurs – partage du conteu et des services You have to have the right mindset, give up control for the benefits of other people carrying your message But you don’t get to ‘control’ what is said about you….if you want to do this, you don’t want to do social media. But if you want to create free impressions of your brand and spread you brand widely, then this is where you want to be. We’re shepherds or gardeners of our brand, but we don’t control our brand.
  • A stranger’s recommendation on Amazon rates higher than everything but information from someone you know Social media is growing at the expense of traditional media
  • Bargain: All you need to do is post your content on WiserEarth using a simple Wizard
  • Making a Profit and Making a Difference, Business Week, April 3 2009 For more info Check out Kiva Chronicles on Social EntrepreneursSociauxWeb2.0/group/
  • Social Media & Sustainability - HEC

    1. 1. Social media & Sustainability #HECParis Photo source: – Here’s looking at you
    2. 2. The Network Effect And many more countries….
    3. 3. Source: Masmi Research -
    4. 4. Social capital & citizen journalism…. Source:
    5. 5. A shift in the balance of power Corporations & Governments Citizens Consumers Activists
    6. 6. What’s changed? Source : Adapt ed from Neil Perkin ‘What’s Next in Media’ Traditional Media Brands/service create the content Brands/service control everything “ We publish you listen” (all push) Single read & copyright Repeat same message Focused on the brand/service Social Media Content created by consumer/ or co-created Consumer controls Part of the conversation (push and pull) Add/modify/some rights reserved (notion of Creative Commons) Adapt/improve the message/beta Focused on the consumer
    7. 7. Social media & the circle of trust Source: Faris Yakob
    8. 8. – Social network for sustainability
    9. 9. Automatically Tweeted Automatically Indexed by Google Pushed out via RSS Feeds Your event, org solution or resource Auto-Publish on partner site accessed by 250,000 people Inside WiserEarth and Outside Sharing knowledge & creating visibility for sustainable development work Spread Virally via Friend Feed Push Email Recommendations to our 60,000+ members Available to add to 3,000 Online Groups WiserEarth Search (over 2 million / year)
    10. 10. Collective intelligence & a shift in balance of power Launched 2001 Crowdsourced Free Closed 2009 Classic business model $
    11. 11. Crowdsourced, open source, crisis mapping
    12. 12. … 1000s of sustainability-related, social media initiatives
    13. 13. We need to scale global solutions fast
    14. 14. … unleashing solutions for a sustainable world EVERYBODY NEEDS TO WORK WITH EVERYBODY! Collective Intelligence Collaboration & sharing Empowered citizens, consumers & activists NETWORK EFFECT
    15. 15. One thing you could change in the world? Access to basic public services Treat others as you, yourself want to be treated Destruction of resources Living conditions of the poorest Short-sightedness No more greed No more poverty Inequality Educating people in business, human sciences, art and science Awareness about the pollution Social entrepreneurship in developing countries Ethnical mixity and social mixity Increase collaboration between people
    16. 16. One thing WE could change in the world? Social media
    17. 17. Social media & sustainability
    18. 19. List of a few resources <ul><li>The Networked Nonprofit: Beth Kanter & Allison Fine (2010) </li></ul><ul><li>Wikinomics: How mass collaboration changes everything - Don Tapscott & Anthony Williams: Wikinomics (2006) & MacroWikinomics (2010) </li></ul><ul><li>Here Comes Everybody: The power of organizing without organizations - Clay Shirky (2008) </li></ul><ul><li>The Social Pulpit – Barack Obama’s social media toolkit </li></ul><ul><li>Designing for the Social Web – Joshua Porter (2008) </li></ul><ul><li>The Packard Foundation: “Working Wikily” report </li></ul><ul><li>a few blogs & websites </li></ul><ul><li>Beth’s Blog: </li></ul><ul><li>Mashable: </li></ul><ul><li>GreenBiz: </li></ul><ul><li>Treehugger: </li></ul>Contact me: Twitter: CamillaWiser