The document proposes a three-level communication model to improve knowledge sharing among members of MaFI, a facilitation initiative. Level 1 uses SEEP's Sharepoint for strategic planning and knowledge production. Level 2 uses a LinkedIn group for discussions, problem solving and networking. Level 3 uses a Facebook page to spread information to thousands. The model incorporates multiple channels like webinars, local learning groups and social media platforms to engage members with different interests. It aims to be proactive, diverse, adaptable, predictable and simple.

1. MaFI The Market Facilitation Initiative - Improved Communication Model 2010 - By Lucho Osorio - MaFI Facilitator

2. A proposal to deliver a fulfilling experience of knowledge sharing and peer-support to MaFI members

3. Main Inputs for Model Design MaFI members since its beginnings SEEP members during SEEP Annual Conference, Nov 2009 MaFI members’ responses to short survey, Nov 2009

4. Principles for Model Design Proactive: Reach members where they already spend most of their time Diverse: Use different channels to reach different segments of members Adaptable: Give options for members to share and network Predictable: Help members plan their time and know what is coming Simple: both in operation and looks

5. Communication Model for MaFI D-Groups SEEP Library, MaFI-licious and Slideshare Twitter Local Learning Groups (LLGs) LEVEL 1: SEEP’s SharePoint (Tens) LEVEL 2: LinkedIn Group (Hundreds) LEVEL 3: Facebook Page (Thousands)

6. Channels General information Updates about new knowledge products, events and learning discussions Spread the voice (“fans”) Potential new members who want to be informed about facilitation and pro-poor market development Level 3: Facebook Page (Dashboard and Loudspeaker) Planned and spontaneous discussions Peer support, problem solving and networking Jobs and events information All members Level 2: LinkedIn Group (Forum and Meeting Point) Strategic vision and planning Co-produce MaFI knowledge products Co-ordinate learning teams Leaders of learning teams and other “hard core” (highly committed) members Level 1: SEEP’s Sharepoint (The Backbone) Main function Main audience Channel

7. Support Platforms Face-to-face interactions Contextualised learning, support and networking Local initiatives and mobilisation MaFI members who live in the same area Local Learning Groups (LLGs) Sharing slides and other docs Webinars and discussions Members and development professionals Slideshare Live repository of web-based resources about facilitation and pro-poor market development Members and development professionals MaFI-licious Selected “twitterers” can send short updates to all members Members and development professionals Twitter News updates (mainly via periodic newsletters) Works as a listserve Members who only want or need to use email D-Groups Main functions Main audience Platform

8. Main features (I) Multiple communication channels Sharepoint, LinkedIn, Facebook and listserve Viral communication and promotion Through members’ networks in LinkedIn & Facebook Through the integration of MaFI-licious and Twitter updates, Slideshare uploads, reading lists and blogs Face-to-face and virtual interactions Local Learning Groups Short online discussions (1-3 days) Webinars and Skype calls (small groups)

9. Main features (II) Contextualised by topic and regions Membership based on expertise & engagement Only members who contribute to discussions and problem-solving can be in levels 1 and 2 “ Listeners” will stay informed via Facebook & listserve Expert Review Panel for special products To increase legitimacy and influence Constituted by reputable professionals Regular updates and newsletters From very quick and short (via Twitter) to periodic and more elaborated newsletters

10. Main features (III) Easy navigation and operation Using platforms that are constantly innovating and most members are already using or plan to use Members can choose which discussions to follow Powerful networking (through LinkedIn) Members can access one another’s networks Calendar of main learning topics and events Measurable activity Number of members & visits to documents, quality of discussions & knowledge products, satisfaction levels Guest “stars” to spur debates

11. Africa Agribusiness: LinkedIn Group

12. LinkedIn: main features The biggest online professional network in the world More than 30% of MaFI members already use it regularly Members have strong incentives to keep their CVs updated Members can recommend the work of others Activity of members is visible to their networks: attracts new members Members can access new contacts via other members’ networks Parallel discussions and subgroups are possible Members can choose which discussion to follow Minimalist and friendly design Continuous innovation due to competitive pressures Free sign up and use but pre-approval is possible Members can share reading lists, blogs, events and travel plans

13. DFID on Facebook

14. Facebook Pages: main features One of the most popular online communities in the world More than 50% of MaFI members use it regularly Powerful viral communication Anyone can be a “fan” and spread the voice about MaFI It can integrate twitter updates Friendly and fun design Continuous innovation due to external competition Free sign up and use

15. Gates Foundation on Twitter

16. MaFI-licious: MaFI’s web-based resources

17. Implementation Plan (Q1) Selection of Level-2 members Transfer of Level-2 members to LinkedIn Group Tutorials for members who are not familiar with LinkedIn and Facebook Test of LinkedIn with focus group Launch of featured events on subsidies

18. Implementation Plan (Q1-2) Set up and test MaFI Facebook page Test of LLGs in Dakha, London & Lima Test of D-Groups listserve Test of wiki in Sharepoint for subsidies document (only Level-1 members)