The Social Good Brazil program was launched to promote the power of technology and innovative thinking for social change. In 2012 the focus was on disseminating the concept and inspiring people and organizations to engage.

1. REPORT | 2012
CONNECTED WE MAKE CHANGE HAPPEN

2. Introduction
The Social Good Brazil program was launched to promote the power of technology and innovative
thinking for social change.
In 2012 the focus was on disseminating the concept and inspiring people and organizations to
engage.
In 2013 the focus is on information and action, supporting innovative initiatives on social good.

3. VISION 4
CONTENTS
PURPOSE 5-6
OBJECTIVES AND STRATEGIES 7-45
SEMINAR 8-23
DIGITAL MOBILIZATION 24-34
INSPIRATION
ONLINE PLATFORM 35-36
INFORMATION
FESTIVAL OF IDEAS 37-40
ACTION
TEAM 41
PLAN 2013 42

4. VISION
Social Good Brazil’s vision is to be a
catalyst platform of innovations that
use technology, social media and
innovative thinking to make social
change.
4

5. PURPOSE
"Technology is our
creation; we weren't
created by technology, Social Good Brazil’s purpose is to be a
so let's use our creation platform to support innovations that use
to bring about a healing. technology, social media and innovative
At the most thinking to make social change.
fundamental level, we
are not just connected,
we are inseparable."
Deepak Chopra
5

6. The theory of change of
Social Good Brazil involves
technology and collaboration:
Technology is able to reach large social impact because it:
• Gives access to appropriate information and resources
• Promotes scaling up through networks
• Allows Autonomy for engagement
Solutions to complex problems involve the various sectors of society and act in radical
collaboration.
THAT’S WHY “CONNECTED WE
MAKE CHANGE HAPPEN”!
6

7. OBJECTIVES AND
STRATEGIES
Disseminate the concept of using technology and
innovative thinking for social change
INSPIRATION
Offer tools and training
INFORMATION
Identify and support innovative experiences
ACTION
7

8. INSPIRATION
8

9. INSPIRATION
Who participated in the
Social Good Brazil 2012 Seminar?
2.720 people registered to
participate in the Seminar
1.150 people attended the event,
equivalent to 42.28% of those
registered
36% of the participants work for
companies, 19% in non-profits,
11% are from universities, 6% from As the graph shows, the majority
the public sector, among others of participants in the theater were
from the State of Santa Catarina
9.426 accesses via live stream, of (SC), 87% of these were from
which 7.958 accessed the Florianopolis. 4% were from Rio
transmission in Portuguese and Grande do Sul (RS) and 4% from
1.468 in English São Paulo (SP) 9

10. INSPIRATION
More than a seminar,
an environment for innovation
Along with the theater there were two other spaces: the
Digital Media Lounge, inspired by the Social Good
Summit and co-working spaces dedicated to bloggers
and journalists; and the Community Room for
networking, coffee breaks and where the main partners
of the program had an area to interact with participants.
65% of the people who responded to
the evaluation questionnaire considered
the environment and infrastructure of
the event as ‘better than expected’.
10

11. INSPIRATION
Top speakers and great
content on social innovation
Along with the 3 international keynote speakers, Aaron Sherinian and 30 top Brazil-
34 SPEAKERS ian speakers on innovation volunteered to share their ideas and initiatives.
Simon Aaron Beth Kanter Peter Sims Isadora Guga Kuerten
Mainwairing Sherinian Keynote keynote Faber, from presented the
Keynote opened day 2 speaker on day speaker ‘Diario de prizes to the
speaker on the of the event 2 of the event closing the Classe’ was finalists from
opening night with a seminar interviewed on the Festival of
panorama of stage Ideas
Social Good in
the world 11

12. INSPIRATION
A seminar that inspired,
informed and connected people
77% said that they had never heard of Social Good before the
event
99% said they acquired new knowledge about Social Good
even when they were already familiar with the theme
51% % said that they were not engaged before, but after the
seminar they intended to get involved in Social Good
initiatives. Another 23% that considered themselves
engaged wanted to be more involved. This totaled 74% de
that were inspired to make social change
94% said they wish to receive information and updates about
the program
12

13. INSPIRATION
What do the participants think about
the attributes of the seminar?
97% evaluated the quality of the hosts and speakers as good
or excellent
94% evaluated the themes of the speeches and panels as good
or excellent
94% evaluated the format of the speeches and panels as good
or excellent
13

14. INSPIRATION
“Social Good Brazil proved to be the reality of what I had in mind about the act of having an idea.
Each Idea can be part of something great; when you share, socialize, get incentive,
engage, embrace your idea with other people’s, they connect and become something real,
concrete! And then it doesn’t matter where you are. From an audience in a theater on an island
in the south of the Atlantic you can reach the entire world with this spirit of collectivity”.
Pablo Olave Brito
It was very exciting to get to know innovative practices for social change happening all
around the world. This inspires to promote change at the local level, close to ourselves”.
Flávia Feltrin Garcia
“Very good indeed… It was remarkable for me and I will do much more after this seminar! I
learned a lot and I’ll keep learning from now on through the Social Good Brazil website!! Thank
you very much and congratulations for all the organizers!! Cheers!”
Elielson M. Cardoso
14

15. INSPIRATION
VIP meetings with 3 of the international speakers gathered partners,
business people and local leaders with an average of 80 participants in each session.
Beth Kanter
Simon Mainwairing Networked Organizations Peter Sims
The future of Branding and Leaders Little Bets
15

16. INSPIRATION
The program and the seminar
counted on 43 partners
MASTER
GOLD
SILVER
INSTITUCIONAL
Services
16

17. INSPIRATION
The program and the seminar
counted on 43 partners
MEDIA PARTNERS
PARTNERS FOR
DISSEMINATION
17

18. INSPIRATION
The following Social Good Brazil ambassadors
were very important to the program
Rafael Ziggy Regina Esteves de
Siqueira
Digital strategist for the Africa Business administrator and
Agency, volunteer, creator of Director of the Ruth Cardoso
“Blog Voluntário” Center.
Sam Shiraishi Luciano Martins
Journalist and blogger for Artist and volunteer. He believes
@avidaquer, hub multiplier of art can change the world.
culture and knowledge.
These ambassadors were selected for their
Maria Augusta Orofino spontaneous engagement in the Social Good cause
Master in Knowledge and for their high level of influence online. Most of
management and public them were categorized as ‘Broadcaster’ meaning
administration. Facilitator of they transmit a lot of content that spreads quickly
Design Thinking and Business on the internet.
Model Generation.
18

19. INSPIRATION
Impact of the seminar on
national and local media
200 articles and mentions in the main national and local media channels such
as RBS (Globo Network), RIC (Record Network), Band and Grupo Abril
Media that published more about SGB
Media channel Stories
Diário Catarinense 28
Notícias do Dia 19
Acontecendo aqui 11
Diário Catarinense Online 8
ND Online 7
Cover of “Diário Catarinense”
November 07 2012 19

20. INSPIRATION
Impact of the seminar on
national and local media
!
05 pages in the publication “Bit” (from RBS media group) talking about SGB –November 07 2012
20

21. INSPIRATION
Impact of the seminar on
national and local media
INSPIRAÇÃO E MOBILIZAÇÃO
!
!
Story in the Economy section of Diário Catarinense
(newspaper of RBS media group) –November 06 2012
Folha de São Paulo –November 05 2012
21

22. INSPIRATION
Impact of the seminar
on national and local media
!
Você SA (October issue)
Portal Exame –September 17 2012 6.30pm
22

23. INSPIRATION
Impact on local TV programs
!
Program “SC no Ar” – RIC/Record Series of 03 stories called “Redes do Bem”,
aired by TV COM and Bom Dia SC (programs from
Fernanda Bornhausen Sá (President of RBS media group). Carolina de Andrade, coordi-
IVA) was interviewed about Social Good nator of Social Good Brazil Program was inter-
Brazil and “Social Good” as a concept. viewed.
23

24. INSPIRATION
In just a few months, the SGB program
achieved a significant online presence
Facebook Google+
13.271 fans 142 followers
Twitter Pinterest
1.280 followers 74 followers
Youtube
80 subscriptions and Fale Conosco
4.668 views + 800 e-mails
SlideShare
89 followers and
18.340 views *Numbers from January 24 2013
24

25. INSPIRATION
Facebook is an important social media
channel for raising awareness
In February 2012 the Social Good Brazil fan page
was created. In August, when the online During the seminar,
platform sgb.org was launched we counted 461 22% of the mentions of
fans on our Facebook fan page. We currently Social Good Brazil on
count on 13.271 fans, showing the huge Facebook were related
development of Social Good Brazil’s presence on to the participation of Isadora Faber
Facebook. The outreach of the fan page is (the adolescent that created “Diário
5.324.073 users. de Classe”, a Facebook fan page
that counts on more than 550 thou-
The international seminar was a key factor and sand fans). Isadora wrote a post
produced: about the event that generated
more than 24 thousand “likes” and
360 publications on the wall and 326 correspond more than 1.200 “shares”.
to photos posted by the seminar participants via
instagram;
2741 “likes”
328 “shares”
*numbers updated on January 24 2013 25

26. INSPIRATION
Twitter, a large scale network
Demonstrations in support of SGB through social networks 3241 tweets with the
hashtag #socialgoodbr
520 users actively
participating
12.229.441 impressions
were generated by
users sharing content
on Social Good Brazil
*Mentions collected
during the seminar,
06-08 November 2012
97% of mentions on twitter were positive.
26

27. INSPIRATION
Outreach on Online News Portals, Blogs,
YouTube, Instagram and SlideShare
There was a total of 253 occurrences of the term “Social Good Brasil”, “Social Good
Brazil” and “#socialgoodbr” that reached 13.309 people on internet
Out of 326 mentions to the term “Social Good Brasil”, 325 were mapped as positives
203 mentions were found on blogs and websites, proving the efficiency of the
relationship established with bloggers
*Menções extraídas do período entre 20/08 e 20/11/2012
*Mentions collected between August 20 and November 20 2012
#socialgoodbr 27

28. INSPIRATION
Instagram collective coverage
During the three day seminar,
326 photos were posted
The collective coverage of the
event was widely spread through
social networks and generated
an important positive “buzz” for
the event. For example, a
mention on the Rio+Social
Facebook fan page put
a good word in
for the event
to its more
than 28.000 fans
28

29. INSPIRATION
YouTube and SlideShare,
as web sources of relevant content
It is important to stress the
strong presence of SGB on
SlideShare. The SGB channel
uploaded 33 presentations,
including the ones used by
the speakers. Some of them
count on more than 1.000
views
The YouTube SGB channel has interviews, videos
talking about the concept of social good and
stories aired on TV. Also, all the speeches and
panels were recorded and uploaded on the
channel in English and Portuguese and the views
have grown impressively. The most viewed video
is the one that introduces the concept of social
good (665 views), followed by the interviews with
Peter Sims and Simon Mainwaring.
*Numbers updated on em 24/01/2012
*Números atualizados January 24 2012 29
34

30. INSPIRATION
International online outreach
164 mentions of the term “Social Good Brazil” on the internet
23 posts on international websites on 17 different websites, 12 of
them were partners of the program
6 posts written voluntarily by the international speakers
!
Post of Beth Kanter’s blog Post of Simon Mainwaring’s blog Post published by Aaron Sherinian, UN Foundation’s
VP for Communications and Public Relations, one of
the speakers in the SGB Seminar
*Mentions collected during the seminar, 06-08 November 2012 30

31. INSPIRATION
Strategy to develop international impact
43 relevant international organizations and networks were mapped and
approached
16 organizations collaborated to disseminate the concept and
the seminar, such as The Silicon Valley Community Foundation,
Start You Up and LEAD – Leadership for Sustainable
Development
!
During the seminar, SGB joined the Global Conversation
organized by the UN Foundation. The speaker Reinaldo
Pamponet engaged in an international chat on technology for
social change with international peers for a one hour
Google+HangOut
1468 accesses on the transmission of the seminar in English
via live stream
Fan page Rio+social
31

32. INSPIRATION
Mobilization of youngsters through
the online game CONECTA
A committee of youngsters designed the game
Launched on November 08 2012
376 gamers playing
30 youngsters participated in a Flashmob in a local mall
!
In February, when CONECTA is 3 months in operation,
there will be an evaluation of the game, with the support
of Rafael Savi, PhD in Engineering and Knowledge
Management
*Numbers updated on
January 29 2013
32

33. INSPIRATION
Bloggers
Bloggers invited to the seminar and volunteers intensively shared information
on SGB. At the seminar, 84 bloggers registered to participate and they were
able to use the Digital Media Lounge.
!
Bloggers specially invited to
come to Florianópolis and
participate in the seminar,
together in the Digital Media
Lounge.
33

34. INSPIRATION
Strategy with Bloggers
Well known opinion maker bloggers were invited as “Social Good Ambassadors” and “Guests” to share
their thoughts on the concept and to participate in the seminar. One blogger was chosen through an
online competition before the event and won a trip to Florianópolis to participate in the seminar.
!
Fonte: Relatório da Otagai 34

35. INFORMATION
35

36. INFORMATION
Outcomes of the Virtual Platform
Launched on September 28 2012
84.592 visits, 58.574 visitors
102 posts on the SGB Blog
06 stories of social good published
20 options for users to engage published
54 posts on the area #Cobertura SGB (seminar
coverage) !
The platform is the place of reference of the SGB
program, where to find information on the three
strategic areas: Inspiration, Information and Action
*Numbers updated on January 29 2013
36

37. ACTION
37

38. ACTION
Festival of Ideas
!
38

39. ACTION
Festival of Ideas
The Festival of Ideas is an initiative of
The Ruth Cardoso Center and promotes
a co-creation network to find solutions
for the challenges of the society
• More than 60 ideas were submitted; !
• 02 co-creation sessions were hosted in Florianópolis, one of them counting on 32
people and another during the Social Good Brazil Seminar;
• 08 finalists were awarded with R$ 3.125,00 each as seed money for them to start put-
ting their ideas into practice;
• 07 out of 08 finalists considered the experience as “excellent” (maximum score) and 01
of them considered the Festival of Ideas “very good”;
• The Festival of Ideas brought a practical aspect to the seminar, inspiring others to be
bold and act for a cause they believe in.
39

40. ACTION
09 volunteer curators participated
in the selection and support for the ideas
Elton Miranda, founder and Bruno Ayres, Coordinator of
partner of Whapp, a business the Festival of Ideas
accelerator
Bruno Andreoni, Corporate Citi-
Tatiana Schreiner, specialist in zenship at IBM Brazil
creative economy
Carol Gutierrez,
Willian Narzetti, coordinator Festival of Ideas !
of a non-profit organization
Renato Nobre, Business Model
Maria Augusta Orofino, Generation
Business Model Generation
Marcos Muller, Coordinator of
Endeavor Santa Catarina
40

41. SOCIAL GOOD BRAZIL TEAM
In order to develop all these initiatives TICom and IVA offered their team to sup-
in 2012, SGB counted on an ad hoc team port financial management, communica-
formed by: tion and the organization of the seminar,
forming a group of 12 people engaged in
Carolina de Andrade, General the SGB activities.
Coordinator
Vanessa Aguiar, Communications The seminar also counted on a group of
Coordinator 15 volunteers. !
Nayara D’Alama, Social Media Analist
41

42. SGB PROJECTS FOR 2013
Online Social Good
Summit Social Good
Platform Meetup Brazil Brazil Lab
Upgrade the Event in A learning and
platform to be a partnership with technical support
reference online the Social Good program focused on
site, offering Summit in NY, designing and
training and aiming for high testing technology
valuable contents impact in Brazil for social change
also in English and
Spanish
42

43. ACKNOWLEDGMENTS
We want to thank our partners, suppliers, Social Good Brazil Ambassadors, volunteers
and the entire team that made the success of the program in 2012.
Special thanks to Fundação Telefônica-Vivo, Instituto C&A and IBM Brasil, partners
that kindly sponsored this program.
ICom’s and IVA’s team
For further information:
http://socialgoodbrasil.org.br/english/
+55 48 3222-5127