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Social Technology for Social Change - a Different Reality


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As part of Net Change Week (, I spoke about Social Technology for Social Change at Refresh Events (, including an overview of Social Media best practices and how unusual situations calls for creative applications of Social Media.

Published in: Health & Medicine, Business
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  • As part of Net Change Week (, Evelyn So spoke about Social Technology for Social Change at Refresh Events, including an overview of Social Media best practices and how unusual situations calls for creative applications of Social Media.

    Watch for Net Change Week 2010 - June 7-10th at MaRS!
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Social Technology for Social Change - a Different Reality

  1. 1. Social Tech for Social Change A Different Reality Evelyn So
  2. 2. #netchange #ncwk #MCC Social Mastermind #Mastermind 2 Noesium Consulting Inc.
  3. 3. Recapping a few “Must Know”… 3 Noesium Consulting Inc.
  4. 4. 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 4 Noesium Consulting Inc.
  5. 5. Decision Making Process Ambassador Involvement Trust Enthusiasm Donors Knowledge Volunteers 5 Noesium Consulting Inc.
  6. 6. The Influence Site Social Print Media Social Phone Sharing Donor Volunteer Event Blog Email 6 Noesium Consulting Inc.
  7. 7. 1 Competing for … 7 2 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 7 Noesium Consulting Inc.
  8. 8. Sharing Stories for Social Change Awareness, Recruitment, Fundraising Pictures Videos Blogs Organization Discussions Recommendations News Presentations 8 Noesium Consulting Inc.
  9. 9. One Sure Way to Fail 9 Noesium Consulting Inc.
  10. 10. The All Important Process Assessment Strategy Plan Execute Maintain 10 Noesium Consulting Inc.
  11. 11. The danger of diving in Assessment Start and Stop Strategy Fragmented messages Costly operation Not responsive (backfire) Plan Lose connections Lost trust Execute Maintain 11 Noesium Consulting Inc.
  12. 12. A Different Reality 12 Noesium Consulting Inc.
  13. 13. 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. 13 Noesium Consulting Inc.
  14. 14. 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 14 Noesium Consulting Inc.
  15. 15. 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.quot; 15 Noesium Consulting Inc.
  16. 16. 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 16 Noesium Consulting Inc.
  17. 17. 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 17 Noesium Consulting Inc.
  18. 18. It is not a world of live blogging, instant tweeting, youtube streaming or flickr sharing 18 Noesium Consulting Inc.
  19. 19. One of the many ideas from Social Mastermind Q and A using Ustream.TV 19 Noesium Consulting Inc.
  20. 20. Another Different Reality 20 Noesium Consulting Inc.
  21. 21. Working with Youth “Just came back from another ABC youth program. It is great!” “I was TOTALLY WASTED last night, man” 21 Noesium Consulting Inc.
  22. 22. Control Vs User Generated 22 Noesium Consulting Inc.
  23. 23. 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 23 Noesium Consulting Inc.
  24. 24. Implications… 24 Noesium Consulting Inc.
  25. 25. Think: Social Communication Ecosystem Leverage the power of “old” tech 25 Noesium Consulting Inc.
  26. 26. Don’t Forget (Web 1.0, Offline) Hygiene Our informatoiion is regularly updatetd Can people “travel” through your ecosystem? 26 Noesium Consulting Inc.
  27. 27. Be Creative about Generating & Repurposing Content Before, during and after the journey Blog, Tweet and more 1 Webmaster Vs Many smart applications 27 Noesium Consulting Inc.
  28. 28. Operation Efficiency – Inside Out E.g. Timely news 28 Noesium Consulting Inc.
  29. 29. Give Something for People To Talk About Official Content Organization 29 Noesium Consulting Inc.
  30. 30. 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 30 Noesium Consulting Inc.
  31. 31. Where are the Ambassador Stories? 31 Noesium Consulting Inc.
  32. 32. Thanks! noesium @evelynso Evelyn So / Noesium Consulting 32 Noesium Consulting Inc.