The Future of Social

By Robin Low

Engagement is all about making it relevant to the supporter.“ ”James Speros, Chief marketing officer, Ernst & Young

Create Networks

Blogs

Articles

Groups

Forums

Pages

Twitter

eHow

YouTube

Podcast

Existing Networks

Join Forums

Join Groups

Wikipedia

Twitter

Comment on

blogs

Build Relationships

Reply to forums

Post value

Twitter Follow

Twitter reply

RT

Start Events

Measure Success

# of reply

# of RT

# of clicks on links

Track influence

Sales ROI from links

Benchmark with competitors

CURRENTLY: 4 PILLARS OF SOCIAL MEDIA

Attention Engagement

CURRENT PARADIGM

NEW WAYS OF FUNDRAISING

FUNDRAISING

Traditional

• Engage donors 3 – 4 times a year through events

• Approach foundations and big donors for major gifts

• Send out mailers to ask for remaining donations

Now

• Donors engaged to fundraise for their cause online via an activity that they do.

• Viral fundraising efforts through social media

SOCIAL MEDIA GROWING IN BUSINESSES

Education may have changed the way you think, got you a better

job that earns more, but have you applied it to impact society?

SOCIAL CAPITAL

• We can think of social capital as the links, shared values and understandings in society that enable individuals, groups and organizations to trust each other and so work together.

DIGITAL ACCOUNTABILITY

• Social media pushes for more transparency and accountability.

• Consumers are more inclined to support an ethical business.

• Consumers would rather do good with their purchases than give to charity.

VALUES VS VIRTUES

DISRUPTIVE INNOVATION

• A disruptive innovation is an innovation that helps create a new market and value network, and eventually disrupts an existing market and value network (over a few years or decades), displacing an earlier technology.

SOCIAL CONVERGEANCE

• Businesses want to be more social – engage customers on social media & build social capital

• Businesses want to stay relevant to customers

• Social Enterprises and CSR are getting more prevalent.

• Social virtues are shared more and read more than just “marketing”

SOCIAL INNOVATION

• A novel solution to a social problem that is more effective, efficient, sustainable or just than existing solutions and for which the value created accrues primarily to society as a whole rather than private individuals.

How?

• Big companies cannot run social tests and projects in small scale

• Creative partnerships

Success Stories

• Social Innovation Labs

– Grameen Creative Lab

– Nesta’s Social Innovation Lab

– Kennisland

– Etc.

Challenges

• Stuck within the system

• Optimizing (Fixing) vs Innovation

• Focus too much on process, and not on partnerships and how it worked out

• Solutionism

• People, power & politics

• Scaling solutions override ideas, values and ethics