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MarcAnthony Zimmermann
        Head of Broccoli!
Using Social Objects to
abstract notions of Web 2.0 in a
 form accessible to the people
  at the bottom of the pyramid
Using social technology to make
a real difference to real people
Part 1
                                       A Brief History
                                      Some Influences
       ...
<a brief history>
MaZ   Chief Executive Punq
//
1. make a real difference to people
    2. use technology (mobile)
 3. be (commercially) sustainable
    4. serve botto...
Startup Infrastructure:

128 MB Memory Stick
          +
    Internet Cafe
//performance
8 Month      8 Month
Projection:    Actual:
  70,000      460,000
Current:
780,000+
//good times
Hola7
                                   Foundation

 Emndeni Home


 Laphumilanga HIV Orphanage in Port Elizabeth

      ...
//my influences
Jyri Engestrom
  Social Objects




Maslow’s Hierarchy
//thought framework
//thought framework
It is hard to imagine a that community of members surviving on less than
$2 a day will derive any real...
//a new model (maybe?)
WEB2.0




                              Hunger


Social Entrepreneurship 2.0
</a brief history>
field prototyping
//a food voucher
    prototype
Cape Town
Meat Emporium
Cape Town Central Station
                 06 June 2008
08h10   08h20   08h30
//social objects
Females Chose Feminine Hygiene
  Products over Food (Some Men too)




70%                                   30%
//
1. make a real difference to people
    2. use technology (mobile)
 3. be (commercially) sustainable
    4. serve botto...
A rewards program for the poor...
//rewards programs
$ - Cost to Country



                     Receive Incentive


      get tested
          for
         HIV
              ...
$ - Country GDP




               Receive Incentive


     Find
  Employment
                      Continued
            ...
//funding model

                      Distribution

  Web                Co-Payments
Donations

  CSI                  Br...
How is this a
      social object ?

From Jyri Engestrom & Kevin Anderson




                                     http://...
1
 You should be able to define the
social object your service is built
             around
                               ...
2
Define your verbs that your users perform
on the objects. For instance, eBay has buy
and sell buttons. Itʼs clear what th...
3
How can people share the objects?
                                      Via Mobile
                                    P...
4
Charge the publishers,
 not the spectators.
                           Integrated
                           MultiParty
...
5
Turn invitations into gifts
                                Buy a book of
                                  vouchers
   ...
//in the field
YOUTUBE - http://tinyurl.com/3n9wnr



//incentive based HIV testing
How have we benefitted from social media ?

        1. Internal blog where we share developments and ideas


        2. Put...
5. Met REALLY cool people!!!
Nomadic Marketing Presentation
Nomadic Marketing Presentation
Nomadic Marketing Presentation
Nomadic Marketing Presentation
Nomadic Marketing Presentation
Nomadic Marketing Presentation
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Nomadic Marketing Presentation

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Nomadic Marketing Presentation

  1. 1. MarcAnthony Zimmermann Head of Broccoli!
  2. 2. Using Social Objects to abstract notions of Web 2.0 in a form accessible to the people at the bottom of the pyramid
  3. 3. Using social technology to make a real difference to real people
  4. 4. Part 1 A Brief History Some Influences A New Model Part II Field Prototyping Food Vouchers & Cape Town station Finale Video Documentary How we have benefited from social media
  5. 5. <a brief history>
  6. 6. MaZ Chief Executive Punq
  7. 7. // 1. make a real difference to people 2. use technology (mobile) 3. be (commercially) sustainable 4. serve bottom of pyramid //
  8. 8. Startup Infrastructure: 128 MB Memory Stick + Internet Cafe
  9. 9. //performance
  10. 10. 8 Month 8 Month Projection: Actual: 70,000 460,000
  11. 11. Current: 780,000+
  12. 12. //good times
  13. 13. Hola7 Foundation Emndeni Home Laphumilanga HIV Orphanage in Port Elizabeth //while doing good Hospice Matlosana in Klerksdorp Emmanuel Home in Klerksdorp
  14. 14. //my influences
  15. 15. Jyri Engestrom Social Objects Maslow’s Hierarchy
  16. 16. //thought framework
  17. 17. //thought framework It is hard to imagine a that community of members surviving on less than $2 a day will derive any real value from the benefits of Web2.0 from services such as del.icio.us, Youtube or Facebook. The intention of MZANZI.mobi is a promise of hope to itʼs users. The aim is to give communities in South Africa a voice that is heard by a global market place, a voice that can be acted upon in a real and meaningful way. MZANZI.mobi aims to abstract the benefits and notions of Web 2.0 into a form that is accessible to a mass population, but more importantly will make a real difference in the lives of everyday South Africans by transforming mobile phone interaction into a global platform for action. November 2007 - Application for Funding to Knight Foundation
  18. 18. //a new model (maybe?)
  19. 19. WEB2.0 Hunger Social Entrepreneurship 2.0
  20. 20. </a brief history>
  21. 21. field prototyping
  22. 22. //a food voucher prototype
  23. 23. Cape Town Meat Emporium
  24. 24. Cape Town Central Station 06 June 2008
  25. 25. 08h10 08h20 08h30
  26. 26. //social objects
  27. 27. Females Chose Feminine Hygiene Products over Food (Some Men too) 70% 30%
  28. 28. // 1. make a real difference to people 2. use technology (mobile) 3. be (commercially) sustainable 4. serve bottom of pyramid //
  29. 29. A rewards program for the poor...
  30. 30. //rewards programs
  31. 31. $ - Cost to Country Receive Incentive get tested for HIV Stay HIV negative year1 year2 year3 year4 time = t
  32. 32. $ - Country GDP Receive Incentive Find Employment Continued Employment year1 year2 year3 year4 time = t
  33. 33. //funding model Distribution Web Co-Payments Donations CSI Brand/ Funding Advertising
  34. 34. How is this a social object ? From Jyri Engestrom & Kevin Anderson http://tinyurl.com/youhmc Tasty Links >> http://blip.tv/file/264795 http://tinyurl.com/4fu3rm
  35. 35. 1 You should be able to define the social object your service is built around Food
  36. 36. 2 Define your verbs that your users perform on the objects. For instance, eBay has buy and sell buttons. Itʼs clear what the site is for. Give / Feed
  37. 37. 3 How can people share the objects? Via Mobile Person 2 Person
  38. 38. 4 Charge the publishers, not the spectators. Integrated MultiParty Subsidy (Google Model / Free* Model)
  39. 39. 5 Turn invitations into gifts Buy a book of vouchers give them to who you want
  40. 40. //in the field
  41. 41. YOUTUBE - http://tinyurl.com/3n9wnr //incentive based HIV testing
  42. 42. How have we benefitted from social media ? 1. Internal blog where we share developments and ideas 2. Putting videos on Youtube puts the work into context and keeps international funders up to date 3. Using social media tools appeals to our partners & funders 4. Social media is an indirect marketing & reputation tool and not a direct marketing channel
  43. 43. 5. Met REALLY cool people!!!

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