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

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

Business of MYSC

Social Economy Open Platform

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?

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.

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

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

technology People

Social Media-facilitated Open Innovation

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

Open Innovation: Development’s New Paradigm

#1 Identifying Real Needs by Design Thinking

#2 Establishing BM by Inclusive Business Model

Social Media’s

Role

Open Innovation research manually done like there could be done through social media at a lower cost

and in a more efficient way.

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

Power of Social Media

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

Social Innovation Workshop in Uzbekistan (August 2014)

Social Media leveraged to come up with various social business ideas.

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

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

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

“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

?

• 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).

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

Micro-work

Real-time

Big- data

Crowd-sourcing

“Wheel of Social Media for Development”

User Content

Instant

Aggregated

Social

Media

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

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.

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

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

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

Insight and Recommendations

*Southeast Asia Digital Future in Focus

(ComScore, 2013)

Insight and Recommendations

*Southeast Asia Digital Future in Focus (ComScore,

2013)

Insight and Recommendations

Social Media @ Asia Pacific Countries

Great Potential for Development

Thank you! story.wins@gmail.com

agiosnaos@gmail.com