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Social Media for Good: social networks and technology during global crisis


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A presentation on the use of social media and emerging technology in the immediate aftermath of the 2010 Haiti earthquake

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Social Media for Good: social networks and technology during global crisis

  1. 1. Hello there, ladies and gentlemen (it’s the start of the show)
  2. 2. How to use Social Media for Good (instead of using it for advertising)
  3. 3. Haiti• 7.0 earthquake• In the age of 24 hour, real-time information, how is mobile, interactive, and social media playing a role in the rescue/recovery efforts?
  4. 4. Magnitude-7.0• The web has been moved by the plight of the Haitian people.• Social media has quickly become the first place where millions react to large-scale catastrophes.
  5. 5. Agenda• Mobile fundraising• Social Media meets Traditional Media• Emerging Technology• Role in Pharma?
  6. 6. Charity 2.0(fundraising in 2010)
  7. 7. Charity 2.0• Unprecedented use of mobile media to drive fundraising and donations.• Victims and rescue workers used mobile phones to communicate and save lives.• Mobile tech entered a new era in its history, becoming a primary channel for cause-based action.
  8. 8. Charity 2.0: Txt Ur Donation• Text “HAITI” to 90999• mGive: mobile donation platform which processes mobile contributions • Recently asked major mobile ad players AdMob, Eyeblaster, Jumptap, Microsoft Advertising, Millennial Media, Ringleader Digital and other networks to join in on the donation promotion
  9. 9. Charity 2.0: Txt Ur Donation• Recent mobile fundraising efforts demonstrate that consumers are getting more comfortable with mobile commerce and engaging with organizations through text messaging.
  10. 10. Charity 2.0: There’s an app for that CauseWorld “Check in” to locations around you, earning you karma points you can redeem for donations to charities. This app has been out for less than a month and already almost 54,000 meals have been provided to needy families, 9,500 trees have been planted, and 4,200 books have been donated to kids. The app is currently sponsored by Kraft Foods and Citibank and offers 10 ways to donate your karma points.
  11. 11. Charity 2.0: There’s an app for that The Extraordinaries The Extraordinaries app allows you to perform micro-tasks (“missions”) for nonprofits and organizations you care about. Over 15,000 missions have been completed so far. For example, you can help find missing persons in Haiti or tag images for Greenpeace.
  12. 12. Charity 2.0: There’s an app for that Mobile Rice MobileRice is an iPhone app that asks you vocabulary questions, and correct answers donate 10 grains of rice to people in need. It is the mobile app version of
  13. 13. Charity 2.0: There’s an app for that Hope for Haiti Now With Hope for Haiti Now, you’d be able to watch telethon. The app also provides links for making donations to help the international relief efforts.
  14. 14. Charity 2.0: E-commerce Hearts for Haiti online storefront for craftspeople Collective of donated items from hundreds of Etsy shops to raise money to rebuild Haiti. Proceeds from this shop go directly to DoctorsWithoutBorders
  15. 15. Social and Traditional (media comes together)
  16. 16. Media: Social meets Traditional• Social media being used more by traditional organizations• NFL broadcasting how to text to the Red Cross during playoffs• CNN reporter Anderson Cooper tweeting from Haiti as well as appearing on nightly news
  17. 17. Media: TwitterNielsen Company: preliminary analysis of data indicates that Twitter posts are theleading source of discussion about the quake, followed by online video, blogs,and other social media. Twitter, and other media, used to share information, react to the situation, and rally support.
  18. 18. Media: @KateAtState Profile: Mom of 3 awesome kids Cupcake connoisseur Fan of Colbert Report Likes football
  19. 19. Media: @KateAtState Works for the U.S. State Department in the Office of Innovation Encouraged followers to donate during NFL playoffs Message was retweeted Raised $20 million
  20. 20. Media: Doctors without BordersWhen a Doctors Without Borders cargo plane full of medicine was blocked fromlanding at the congested Port-au-Prince airport, the group sent out a tweet aboutthe blockage.Twitter users then began to bombard the U.S. Air Force’s Twitter account withdemands that the plane be let in."Were working it right now. More to follow," the Air Force tweeted.Less than an hour later, the plane was on the tarmac and a second was on theway.
  21. 21. Media: TwitPic and Flickr First-hand, on the ground, immediate
  22. 22. Media: YouTube Independent news organizations and individuals posting videos alongside traditional organizations
  23. 23. Media: Blogs Inside look at the experiences during the quake and recovery efforts Sergey Brin: participated in relief efforts, astonished by Haiti’s resilience despite circumstances
  24. 24. Emerging Technology(necessity is the mother of invention)
  25. 25. Emerging Tech• Anytime there is a social crisis, technology will play a role• New technologies will be developed, enhanced, or distributed• Hurricane Katrina: Wi-fi in New Orleans
  26. 26. Emerging Tech: CrisisCamps Sponsored by Crisis Commons, CrisisCamps: Open, collaborative events allowing tech and non-tech citizens to come together to build tools and resources being used on the ground by responders and non- governmental organizations. Over the last two weeks, volunteers at CrisisCamps have built technology tools, including mobile applications, to aid the flow of vital information in and out of Haiti.
  27. 27. Emerging Tech: Translation Mainstream online translation tools dont support the Creole language (based on 18th Century French). Microsoft Research made available an online, experimental machine translation system for translating to and from Haitian Creole. or
  28. 28. Emerging Tech: People Finder Developed by Google: A centralized search system for tracking down people missing in the Haitian earthquake News organizations are embedding it on their sites First 3 days: database of 22,000+ entries where people could post images and leave updates on people in the database ake/index.htm
  29. 29. Emerging Tech: Google Earth Satellite pictures of Haiti added to Google Earth. Google contacted GeoEye, specializing in earth imagery and geospatial services.
  30. 30. Emerging Tech: CNN Immersive Media CNN’s 360 degree video footage from Haiti post earthquake provided by Immersive Media. Pan the camera around as if you were the one controlling it at the time of filming.
  31. 31. Pharma(what does all this have to do with us?)
  32. 32. Pharma• Pfizer: with operations in Dominican Republic, will provide antibiotics, donated undisclosed cash• Merck: initial $350K donation, $200K products• Eli Lily: initial $250K donation, also provided undisclosed product donations• Bristol-Myers Squibb: initial $200K, also provided undisclosed product donations companies-join-haiti-efforts-with-medicine-cash/19318649/
  33. 33. Pharma – Possible opportunities• Online support communities• Sponsorships on mobile apps dedicated to fundraising• Push for mobile applications• Immersive video• What else?
  34. 34. Conclusions• General consumers comfortable with mobile• Social media: used to share information, react to the situation, and rally support• New technologies will emerge whenever there is a need
  35. 35. FIN(ladies and gentlemen, it’s the end of theshow)