This document discusses how companies can utilize social media for corporate social responsibility and other initiatives. It outlines 6 growing trends of using social media for social good: 1) online donations, 2) micro-volunteerism, 3) crisis mapping, 4) crowd-sourced cause marketing campaigns, 5) government 2.0/open government, and 6) online and offline engagement. Examples are provided for each trend, such as Facebook's Causes app and CrowdRise platform for fundraising, Sparked and Do More Good for micro-volunteering, and Ushahidi for crisis mapping. The document also discusses cross-sector collaboration through social media and resources for learning more.

1. SOCIAL MEDIA FOR SOCIAL GOOD:
HOW YOUR COMPANY COULD BEST
UTILIZE THE POWER OF SOCIAL MEDIA
FOR CSR AND BEYOND
JULY 6TH, 2011
SOCIALCOMPANY, INC.
HIROYASU “ICHI” ICHIKAWA
@SOCIALCOMPANY

2. ABOUT MYSELF:
WWW.SOCIALCOMPANY.ORG
GENDAI BUSINESS
NETSQUARED TOKYO:

3. ABOUT MYSELF:
COMMON GROUND
FASTCOMPANY
TRANSLATION OF THE
BOOK (2010 MARCH)
“RULES OF THUMB”

4. WHAT IS SOCIAL MEDIA?
“ANY TECHNOLOGY OR PRACTICE THAT
LETS US SHARE (CONTENT, OPINIONS,
INSIGHTS, EXPERIENCES, MEDIA) AND
HAVE A CONVERSATION ABOUT THE IDEAS
WE CARE ABOUT.” SOURCE: SOCIALBRITE
http://www.socialbrite.org/glossary

5. 6 GROWING TRENDS OF SOCIAL GOOD
USE OF SOCIAL MEDIA
1. ONLINE DONATION
2. MICRO VOLUNTEERISM
3. CRISIS MAPPING
4. CROWD-SOURCED CAUSE MARKETING CAMPAIGN
5. GOV 2.0 / OPEN GOVERNMENT
6. ON & OFF-LINE ENGAGEMENT

6. 1 GROWING SCALE OF ONLINE DONATION MARKET…
500,000 TIME BIGGER IN 12 YEARS.

7. 1 CROWD-FUNDING:
FACEBOOK APPLICATION “CAUSES” HAS 150 MIL.
MEMBERS, RAISING $ 35 MIL. THOUGH SOCIALMEDIA
IN 2009, 850,000 PEOPLE PARTICIPATED IN MATCHING
GIFT CAMPAIGN BY AFLAC, DONATING OVER $1 MILLION.

8. 1 CROWD-FUNDING:
ED NORTON’S CROWDRISE, AIMING TO RAISE 40
MILLION DOLLARS. ANYONE COULD BE A FUNDRAISER
*CROWDRISE WAS FOUNDED MAY 2010 AFTER EDWARD NORTON’S CHARITY
PROJECT AT 2009 NYC MARATHON, RAISING 1.2 MILLION FOR 43 DAYS WITH
TWITTER .

9. 2 MICRO VOLUNTEERISM:
SPARKED: A PLATFORM CONNECTING 3,000 NPO &
300,000 REGISTERED VOLUNTEERS
*COMPANIES LIKE GOOGLE, SAP, LINKEDIN HAVE BEEN INCORPORATING
AS A EMPLOYEE’S VOLUNTEER PROGRAM.

10. 2 MICRO VOLUNTEERISM:
ORANGE’S DO MORE GOOD PROJECT :UK’S #4
MOBILE CARRIES (17MILLION USERS),
LAUNCHED MICROVOLUNTEER APPLICATION
YOUTUBE MOVIE ON ORANGE’S DO SOME GOOD
*15000 TASKS WERE COMPLETED IN THE FIRST 2 MONTHS, TOTALING 1000
HOURS OF WORK

11. 3 CRISIS MAPPING : USHAHIDI
KENYAN BORN OPEN-SOURCED SOFTWARE HAS BEEN
PLAYING VITAL ROLE IN HAITI, CHILE, JAPAN…

12. 4 CROWD-SOURCED FUNDING:
CASE OF PEPSI: REFRESH EVERYTHING PROJECT
YOUTUBE MOVIE ON PEPSI REFRESH PROJECT 2011
*STOPPED TV COMMERCIAL FOR SUPERBOWL IN 2010 JAN. PROMISED TO
DONATE 20 MILLION OVER 10 MONTH. (1.3 MIL. / MONTH)
*4.6 MIL LIKES FOR FACEBOOK PAGE, 61 MILLION VOTES (AS OF 2011 JAN.)

13. 4 CROWD-SOURCED FUNDING:
CASE OF JP MORGAN CHASE:
5 MIL. DOLLLARS DONATION
HAS BEEN DONATED TO THE
WINNERS OF CONTEXT
2.9 MIL. LIKES

14. 5 GOV 2.0 / OPEN GOVERNMENT
SEECLICKFIX
CODE FOR AMERICA
YOUTUBE MOVIE ON “CODE FOR AMERICA”

15. 6 ON& OFF LINE ENGAGEMENT
MOBILIZATION: “O TO O” = ONLINE TO OFFLINE
“CONNECT IS KING, NOT CONTENT”
“A MARK OF A GREAT BRAND IN THE 21ST CENTURY IS
MEETUPS: PEOPLE CARING ENOUGH TO MEETUP ABOUT
THE BRAND,” SCOTT HEIFERMAN, CEO OF MEETUP

16. 6 ONLINE PLATFORM FOR COMPANY’S CSR
INITIATIVE AND CITIZEN
JUSTMEANS:
*MORE THAN 1,000 COMPANIES LISTED AND 250,000 TARGETED
CSR CONSCIOUS REGISTERED MEMBERS.

17. CROSS SECTOR COLLABORATION LEVERAGED BY
SOCIAL MEDIA
Donation, Support raising awareness
Cause / Social branding
COMPANY
NPO
SOCIAL MEDIA
give a chance
to serve
Product / Service
Purchse / Share info.
Donate / Volunteer.
CONSUMER/
PEOPLE

18. A FEW RESOURCES TO LOOK INTO “SOCIAL MEDIA
FOR SOCIAL GOOD” TREND

19. A BOOK ON “SOCIAL MEDIA FOR SOCIAL GOOD WILL
BE PUBLISHED THIS FALL.

20. A WAY TO GET INVOLVED WITH THE MOVEMENT
NETSQUARED TOKYO
WWW.NETSQUARED.JP