1. Social media offers opportunities for human-centered development by allowing local people to identify their real needs and ideas for innovation through platforms that facilitate listening and participation. 2. Case studies from organizations like Tella and Ushahidi demonstrate how social media can enable micro-work opportunities and crowd-sourced information sharing to support economic and social development goals. 3. Effective models for leveraging social media include using real-time sharing on platforms like Twitter, crowdsourcing via sites like Ushahidi, facilitating micro-work opportunities, and analyzing big data as done by UN Global Pulse to track development progress.

1. Leveraging Social Media for Development:
Lessons Learned and Insights
Jeong Tae Kim
CEO, Merry Year Social Company
Former Officer, UN Project Office on Governance
Master of Social Entrepreneurship, Hult Intl.
Business School
Kyungsin Kim
Creative director, Merry Year Social Company
Master of Media, Communication and Development,
London School of Economic and Politics

2. Professional mediator for
optimized tri-sector collaboration
We believe the power of social entrepreneurship in sustainably
addressing social issues and creating shared values for greater impact.
Tri-sector Innovation : collective impact with the public, the private & CSO
Human-centered Innovation : disruptive innovation through empathy
Hybrid Value Innovation : blending for-profit and not-for-profit
About MYSC
2
 Three Key Innovation Strategies

3. Business of MYSC
Social Economy
Open Platform

4. My Social Media (Jeong Tae Kim)
Shared 55 slides
Viewed by over
100,000
Numbers are just numbers. What counts is what to do with these free/smart social
network. What if local people in the field become active users of these social media?

5. My Social Media (Kyungsin Kim)
Over 5.2 million people watched this video all around the world (2013)
The most globally viewed Korean content (before “Gangnam Style”)
A Korean parody of “Les Miserable”(starred by Russell
Crowe) by Korea Air Force hit 5.2 million views.

6. Leveraging Social Media for Impact
 Good stories (content) can be multiplied by
well-organized social media.
 Social media has a leverage power to multiply i
mpact as well as reach out to those who would
not be connected otherwise.
 Imagine how powerful it will be if every
beneficiary can use social media and share
their feedback directly to the donor country
or the donating agency.
 Also Imagine how cost-effective it will be
if village people can speak out about what
they really need and what they don’t want!
Multi to Multi

7. In many cases of development project,
products/services were designed to help address
various problems only to end up with stopping
being used. People’s real needs remained unheard.
No
Demand
technologyPeople

8. 





Social Media-facilitated
Open Innovation

9. 1. Listening.
2. Transforming the market.
3. Scale.
4. Ruthless affordability.
5. Private capital.
6. Last-mile distribution.
7. Aspirational branding.
8. Jugaad innovation.
Zero-based design is a human-centered approach to find out about what
poor people themselves believe will best meet their needs, free of any
assumptions and previous experiences that engaged experts may have.
Zero-based design
Engaging with People and Listening to Their Stories
Social
Media as a
zero-based
design tool to
listen to
people

10. Open Innovation: Development’s New Paradigm
#1 Identifying Real Needs
by Design Thinking
#2 Establishing BM
by Inclusive Business Model
Social
Media’s
Role

12. Open Innovation research manually done like there
could be done through social media at a lower cost
and in a more efficient way.

13. Open Innovation could start with the very people who we
tend to think are beneficiaries if we are willing to listen.

15. Power of Social Media

16. Social Media is a powerful tool for development as it
offers, among others, a window of opportunity to
local people to identify their real needs and items for
innovation and entrepreneurship.
Human-centered
Development

17. Social Innovation Workshop in
Uzbekistan (August 2014)
Social Media leveraged to come up
with various social business ideas.

18. English Tutoring Service facilitated by Mobile Messenger
Social Venture, South Korea
Tella provides a platform where
tutors in Uganda can interact with
users I n Korea for English tutoring .
This offers sustainable job
opportunities to youth in Uganda
whose official language includes
English.
Case: SprintRabbit

19. Social event based P2P fundraising platform
Social Venture, South Korea
SprintRabbit provides Social event based Peer-to-Peer fundraising platform
Multi-tier (P2P) allow supporters to set up their own personal fundraising page
This 2nd tier of participation can reach out their social network at much deeper level of
engagement simultaneously for a single initiative
On average, an individual fundraiser brings around $568 and 7 new supporters
(source: blackbaud)
Case: SprintRabbit
Old fundraising
model

20. 1. From Media to Social Media: Increased Development Tool
2. Social Media for Social Innovation Beyond Development
3. Wheel of Social Media for Development
4. Case Studies & Videos
5. Social Media for Development Matrix (draft)
6. Insight and Recommendations
경신씨, 가상목차입니다.
달라질 수 있으니 편하게 넣어주세요~
Further Resource: Social Media for Development

21. “From Media to Social Media”
One to One One to Multi Multi to Multi
Social Media
For development?
• Entertainment-education
• Diffusion of information
• Community Radio
Mass Media
?

22. • Top-Down
• The subject-nation state to
promote and ‘Democratic society’
and ‘Economic growth’ as a linear
path.
• ex) Entertainment-education,
diffusion of innovations.
Social Media for Social Innovation Beyond Development
Modernisation
approaches
(1940s-1960s)
• Bottom-Up
• ‘Conscientisation’(Freire 1970)
• Engaging the intended
beneficiaries in decision-making
for Individual and Community
Empowerment
• Role of grassroots movements via
group interaction.
Participatory
approaches
(Late 1980s onwards)
• Communication for Development : Human communication linked to a society's planned
transformation from a state of poverty to one of dynamic socio-economic growth that
makes for greater equity and the larger unfolding of ‘Individual Potential’ (Nora Cruz
Quebral,1972).

23. Social Media for Social Innovation Beyond Development
Social Media : Blogging, Wikis, Facebook,
Twitter, LinkedIn, Flickr, etc.
1. Voice matter (Couldry, 2010) : empowering people to have a ‘voice’
2. The networked Society (Castells, 2000) : creating opportunities for engagement and
‘Participation’
Individual / Community Empowerment

24. Micro-
work
Real-
time
Big-
data
Crowd-
sourcing
“Wheel of Social Media for Development”
User Content
Instant
Aggregated
Socia
l
Medi
a

25. Micro-work
Real-time
Big-data
Crowd
SM4D(Micro-work): Tella
Tella
A social venture started in
Korea, working to off a micro-
work opportunity to young
people in Uganda as an English
tutor for Koreans.
Watch Video
Watch Video

26. Micro-work
Real-time
Big-data
Crowd-
sourcing
SM4D(Crowd-sourcing): Ushahidi
Ushahidi
African-originated
mobile platform
where SMS users can
send information
indicative of
meaningful events or
incidents – crowd-
sourced information
hub.

27. Micro-work
Real-time
Big-data
Crowd
SM4D(Real-time): Twitter
Twitter
African-originated mobile platform where SMS users can send information indicative of
meaningful events or incidents – crowd-sourced information hub.
http://www.theguardian.com/global-development/poverty-matters/2013/jan/04/saving-world-social-media-development-digital

28. Micro-work
Real-time
Big-data
Crowd
SM4D(Big-data): UN Global Pulse
Global Pulse
One of Ki-Moon Ban’s
initiative, Global Pulse
explores Big Data to
monitor development
progress and track
emerging
vulnerabilities.
Watch Video

29. SM4Development Matrix (draft)
Economic
Dev.
Social
Dev.
Governance Security
& Safety
Micro-work UN/Public
Civil Sector
Private Sector
Crowd-
source
UN/Public
Civil Sector
Private Sector
Real-time UN/Public
Civil Sector
Private Sector
Big-data UN/Public
Civil Sector
Private Sector

30. Insight and Recommendations
*Southeast Asia Digital
Future in Focus
(ComScore, 2013)

31. Insight and Recommendations
*Southeast Asia Digital
Future in Focus (ComScore,
2013)

32. Insight and Recommendations
Social Media @ Asia Pacific Countries
Great Potential for Development

33. Thank you!
story.wins@gmail.com
agiosnaos@gmail.com