Social Good Brazil Program 2013 Report

Connected we make change happen

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TS PURPOSE.......................................................................3

NETWORK......................................................................6

SEMINAR......................................................................13

MEDIA COVERAGE........................................................27

PLATFORM AND DIGITAL MOBILIZATION.......................34

LAB..............................................................................41

OTHER EXPERIENCES...................................................50

LESSONS LEARNED 2013..............................................56

TEAM............................................................................57

PURPOSEThe vision of the Social Good Brazil Program is a society where technology and innovative thinking are systematically used to solve social problems.

PURPOSEGoals:

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Inspiration - To spread the concept of Social Good, inspiring organizations and individuals to engage.

Information - To be a hub of information, interaction and practical tools on how to use technology and innovative thinking to contribute to solve social problems.

Action - Identify and support innovative experiences through the Social Good Brazil Lab, in order to increase the number of successful Brazilian cases of Social Good initiatives and expand their potential to deal with social

PURPOSEStrategies:

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· Acting in networks, by partnering with individuals and organizations

· Striking online activity

· In addition to the digital activity: Hosting annual seminars

· Acting in the abyss that exists in the chain of social innovation support in Brazil, focusing on design, proof of concept and to structure the ideas

· Work as a radar of trends and a funnel of social innovation

NETWORKEstablishing a unique network

of social innovation in Brazil

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In one year, the Social Good Brazil Program became a well-known network, counting on more than 45 partners of national relevance and more than 25 Social Good Brazil “Links”

It is a qualified and embracing network involving a diversity of sectors and several media companies.

Together with the partners of the programsince 2012, new partners for 2013 were

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Institutional partners:

Partners of the SGB Seminar:

Media Partners

Bronze Partners

NETWORK

Together with the partners of the program since 2012, new partners for 2013 were

NETWORK

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Strategic partnership with Abril Group, who disseminate the SGB Program on the blog Planeta Sustentável and in the Superinteressante magazine. These two media,

together, count on 1.8 million followers on facebook.

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Together with the partners of the program since 2012, new partners for 2013 were

NETWORK

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NETWORK

New Social Good Brazil “Links” 2013

Kriss Deiglmeier – Director of the Stanford University’s Center for Social Innovation (CSI), with more than 20 years of experience in Social Innovation. California, USA

Carla Link – She is responsible for the planning of Webcitizen, a company that develops projects for civic engagement, such as the project “Votenaweb”. São Paulo, SP

Alexandre de Maio – Partner and Technology Manager for Catraca Livre. São Paulo, SP.

Bia Granja – Cofounder and curator of YouPIX, the biggest festival of internet culture in Brazil. São Paulo, SP.

Alessandra Orofino – founder member and director of the Meu Rio movement, an initiative that develops tools for civic engagement in Rio de Janeiro. Rio de Janeiro, RJ.

Thiago Feijão – Cofounder of Qmágico, a startup company that works to personalize teaching and learning. São José dos Campos, SP.

Claudio Sassaki – Partner and founder of Geekie, a startup company that works with adaptive learning using technology. São Paulo, SP.

Joaquim Melo – An entrepreneur that created the first Brazilian Community Bank that operates under the principle of the Solidarity Economy.

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NETWORK

Marcella Monteiro de Barros Teixeira Coelho – Coordinator of the Global Entrepreneurship Week (Endeavor). São Paulo, SP.

Gabriela Agustini – Digital strategist, researcher and manager of projects related to technology, culture and innovation. Rio de Janeiro, RJ.

Felipe Cabral – CSO of Mowa. He works using technology to improve the quality of education in Brazil. São Paulo, SP.

Simon Mainwaring – One of the top experts in Branding and social media in the US. Author of “We First”. California, USA.

Daniel San Martin Pascal Filho – Partner and founder of Fisiogames, an innovative company that develops games for education and health. Florianópolis, SC.

Vanessa Aguiar – Journalist, specialist in globalization and culture and one of the creators of Social Good Brazil. Florianópolis, SC.

Renata Aquino – Director of the Impact Hub Curitiba, partner of the Argos Agency and coordinator of Shapers Curitiba. Curitiba, PR.

Beth Kanter – She was awarded with the prize “The most influent woman in technology”, co-author of “The Networked Nonprofit”. California, USA.

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NETWORK

Anderson França Dinho – Activist working in favelas of Rio de Janeiro, Dinho is founder of the Dharma Agency and FunkYou. He is a TEDx Organizer. Rio de Janeiro, RJ.

Bruno Ayers – Cofounder and CEO of Argus Control, Cofounder of V2V.net and board member of Centro Ruth Cardoso. São Paulo, SP.

Renato Kiyama – Director of Artemisia, facilitator of innovation processes and advisor for several startups. São Paulo, SP.

Reinaldo Pamponet – Partner and Cofounder of the ItsNoon Network and Ashoka Fellow. São Paulo, SP.

Gregório Marin Júnior – CEO of Mowa, partner and cofounder of Universo.mobi and co-creator of Casa do Zezinho. São Paulo, SP.

Rodrigo Vieira da Cunha – Journalist, Founder of Profile and Senior Ambassador of TEDx in Brazil. São Paulo, SP.

Maure Pessanha – Executive Director of Artemisia. Board member of social enterprises and nonprofit organizations. São Paulo, SP.

Marcelo Estraviz – Social Entrepreneur, Board member for Greenpeace and Ambassador of the Impact Hub. São Paulo, SP.

Rafael Assunção – Business angel and advisor, cofounder of several startups. Florianópolis, SC.

SOCIALGOODBRAZIL2013

SOCIAL GOOD BRAZIL 2013

Background

The Social Good Brazil Seminar is a partner and a part of the official program “+ Social Good” community. + Social Good gathers innovative people from more than 120 countries and annually holds the Social Good Summit during the UN Week in New York. The Social Good Brazil Seminar 2013 was held simultaneously with the Social Good Summit in NY.

Others

Press

Corporate Foundations

Nonprofit Organizations

Companies

34%

26%

21%

11%6%

301 people attended the seminar held in the ‘Vivo Theater’ on September 24th

5.000 views via lives-tream

PARTICIPANTS PROFILE

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SOCIAL GOOD BRASIL 2013More than a seminar, and

environment for innovation

During the seminar, participants could count on a communal room for networking and a digital media lounge.

73% of the participants considered that the rooms and the environment were as expected or better than expected.

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30 speakers


The speakers were all volunteers. The audience heard from 29 inspired Brazilian speakers and an international keynote.

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Profile of the audience in the theater


301 people were present at the seminar;51 declared that they work in the nonprofit sector;30 in communication;22 in consuming goods industry;22 as entrepreneurs and social business;19 in sustainability.

Entrepreneurs

Directors

Coordinators

Managers, consultants, bloggers, analysts, journalists and others.

22%

15%

17%

9%

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Profile of the audience in the theater


71% of the participants declared to have heard about Social Good before the event

97% declared to have learned something, even though they were familiar with the subject

14% considered themselves as engaged with social causes; 27% declared themselves as not engaged in social causes but intended to after the seminar; and 50% considered themselves as engaged in social causes and wanted to get even more engaged.

67% declared that during the event they contacted people with whom they can create or improve their activities in innovation or Social Good.

86% considered that the speakers’ performance was as they expected or better than expected.

86% considered that the organization of panels and presentations was as they expected or better than expected.

85% considered that the themes of the panels and presentations were as they expected or better than expected.

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Testimonials

SOCIAL GOOD BRASIL 2013

It was great to see so many successful initiatives happening in Brazil! I left the seminar very optimistic about the future and confident that it is possible to build the country we want! Camila Figueiredo

I left wanting to get engaged in new social causes and work for social projects that can really make a difference. The seminar helped me to see that we are able to create brilliant initiatives, we just have to persist. Nicolle Guimarães Silva

The seminar was innovative and broad. Broad because the presentations brought up deep knowledge and the seminar allowed for strengthening networks. Moreover, it stimulated the curiosity needed to produce more knowledge and experiences of high social impact! I wish you lots of success. Thiago J. Chaves

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VIP Meeting with Kriss Deiglmeier


On September 23rd, the Director of Stanford University’s Center for Social Innovation, Kriss Deiglmeier, met a group of partners and “links” of the program for a Q & A session on social innovation. The meeting was held in Centro Ruth Cardoso in São Paulo, for an audience of approximately 40 people.

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Twitter


On September 24th 2013:

1,940 mentions to #socialgoodbrReach of 9.1 million during the day438 users actively involvedTwitter Trending Topic in the cities: São Paulo, Rio de Janeiro, Belém, Goiânia and Guarulhos. Trending Topic Brazil by 3.50pm

Profile of the most active users

54% 46%

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BRAZILIAN STATES

OTHERS

Instagram: Collaborative coverage


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Coverage on online portals, Blogs, Youtube, Instagram and Slideshare


#socialgoodbr

There was a total of 1,912 occurrences for the terms “Social Good Brasil”, “#socialgoodbr” and “Social Good Brazil”. The occurrences had a reach of 4.8 million people on the internet.

Out of the 1,675 mentions to these terms, 1,659 were mapped as ‘positive mentions’.

The most used social media were Twitter (1,675 mentions), Facebook (133 posts) and Instagram (68 posts). There were mentions also on Google Plus and Blogs.

*mentions collected on Seeker from August 22nd and September 30th 2013.

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Youtube and Slideshare as sourceof relevant content on the web


Slideshare is a strong source of content on Social Good. On the program’s channel there are 62 presentations (including those used by the speakers in the seminar) that sum more than 700 views.

The program’s channel on youtube has videos about the concept of social good, interviews and videos of each of the panels and presentations of the seminar. Views sum more than 550, growing exponentially.

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Seminar’s international impact


Counting on the support of international partners such as the UN Foundation and +Social Good, as well as the support of ‘Links’ such as Beth Kanter and Simon MainwaIring, more than 20 posts referring to the Seminar were identified.

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The Social Good Summit 2013, connected to the Social Good Brazil Seminar had:


83,000 mentions to #2030NOW on Twitter

81,000 views via livestream from more than 200 countries (summing the several concurrent seminars)

The online platform +SocialGood grew to 15,000 users, counting on 2,500 very active users.

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MEDIA COVERAGE

MEDIA COVERAGECoverage of Social Good Brazil on

regional media (Santa Catarina)

TV - 5

Radio – 6

Regional Newspaper (Diário Catarinense) – 29

Regional Newspaper (Notícias do Dia) – 22

Other regional newspapers and magazines - 24

Total publications in regional printed newspapers – 75

Total publications in regional based online media - 99

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Coverage of Social Good Brazilin national media

Interview in Época Magazine

Interview for Estadão

Interview in PEGN Magazine

Article in Planeta Sustentável portal

Article in Meio e Mensagem portal

Article in Folha de São Paulo online

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MEDIA COVERAGE

Examples in Newspapers and TV

MEDIA COVERAGE

The program was the cover of Diário Catarinense and NA newspapers. Diário Catarinense produced a full page article about the program

In the same newspapers, several columnists wrote about the program, including a two page article by Juliana Wosgraus and mentions by the widely read Cacau Menezes and Estela Bennetti.

Check out some of the articles (in Portuguese) and interviews on the next pages.

Carlos Damião, Ponto Final, Notícias do Dia, Pág.21, 4/10

Juliana Wosgraus, Variedades, Pág.2, 5/7

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MEDIA COVERAGE

Bom Dia SC, RBS TV, 25/7

RIC Record - Programa Ver Mais

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MEDIA COVERAGE

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MEDIA COVERAGE

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PLATFORM AND DIGITALMOBILIZATION

PLATFORM AND DIGITAL MOBILIZATIONThe online positioning and digital mobilization of theSocial Good Brazil Program is constantly increasing

Facebook: 38.394

Twitter: 2.107

Youtube: 234 subscribed and 15,539 views

Slideshare: 152 followers and 33,961 views

Since the beginning of the program:

Google +: 631 followers

Pinterest: 131 followers

Fale Conosco: + 1,500 e-mails

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The online positioning and digital mobilization of theSocial Good Brazil Program is constantly increasing

The Social Good Brazil Program’s fanpage on Facebook was launched in February 2012. In August 2012, after launching the website, the page counted on 461 fans. By the end of 2013, the fanpage counted on 38,394 fans, which means a great development of the program’s presence on this social media site. The annual outreach in 2013 was 34.972.932 people.

The Social Good Brazil Seminar was essential to increase the number of fans to over 30,000. The stats on Facebook for September 24th were:

87 posts on the program´s wall (73 photos posted by the participants via Instagram);

641 likes186 shares*numbers collected and updated on October, 30th 2013.

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PLATFORM AND DIGITAL MOBILIZATION

Facebook is an essential channel to raise awareness


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Online Platform Results


The platform was launched on September 28th 2012. By December 31st 2013:

240.020* (181,347 single visits)

284 blog posts

26 real cases published in the section “Stories”

70 posts showing options for engagement in the

section “Start Now”.

*Between December 12th and 22nd 2013, the

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The new Social Good BrazilPlatform was launched


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New features on the platform: “Start Now” and SGBLab


The new platform was launched during the final event of the Social Good Brazil Lab 2013, on December 11th 2013. The platform brings innovation and solutions based on the demands of the Social Good Brazil Program’s audience:

• A section for entrepreneurs, with multimedia tools to support the first steps of a social initiative using new technologies (part of the section “Action”)

• A section dedicated to any citizen that wants to engage in social causes using the internet. The section presents either a theme (education, health, or others) or the form of engagement (donation, volunteering, online petition)

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SOCIAL GOODBRAZIL LAB

SOCIAL GOOD BRAZIL LABThe importance of partners to disseminate the program

during the application period – Florianópolis, August 5th-28th

The team used two teaser videos, email marketing and posters, distributed among local partners. Counting on local partners to spread the word about the Social Good Brazil Lab was an essential part of the dissemination strategy.

View video 1 and video 2. The link to the application form is: https://socialgoodbrasillab.typeform.com/to/poHDbz?

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4 Mini-Labs in the Universities Florianópolis, August 5th–28th

SOCIAL GOOD BRAZIL LAB

During the period of announcement and application to participate in the Lab, the Social Good Brazil team promoted 4 workshops called mini-lab, in the following universities:

Faculdade SOCIESC/FGV

Faculdades ASSESC

Instituto Federal de Santa Catarina

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109 applications


440 2 4 6 8 10

Access/InclusionEnergy consumption

CultureChildren’s Education

College EducationSport

HousingDigital Inclusion

Environment/Conscious consumerismEnvironment/other

Mobility/environmentSafety in the tra�c

Safety/violenceTourism

Tourism/MobilityAccessibility

Maker CultureConscious consumerism

Human RightsEntrepreneurship

CitizenshipEducation

EnvironmentMobility

Health

02 Meetings of the Selection Committee Florianópolis, August 30th and September 16th

SOCIAL GOOD BRASIL LAB

The selection committee was formed by the SGB team and people invited to serve as mentors for the participating ideas. The group counted 08 people.

The participation of the mentors in the selection process was proven to be very fruitful. Mentors could know more about the ideas and prepare their own activities with the ones selected, as well as the SGBLab benefitting greatly from the mentors’ contributions.

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15 initiatives were selected and started the process


Encontros Urbanos – An app to gather and engage people in offline activities (Diego Max)

Educapais – A virtual platform with tips on education to help parents and carers (Marcelo Michelson)

FabLab – Place for creative people to put their ideas in practice (Cláudia Bär)

Mais Saúde – App that offers information and engages users to follow nutritional plans developed by their own nutritionists (Thiago Marques)

CorAção – Game to demystify blood donation and encourage people to donate (Ana Dantas)

CriançAtiva – Platform to prevent child obesity (Djali Valois)

Social Food – App to track the food production from its original producer. (Suzeli Simon)

Saúde Delivery – Platform to centralize requests from customers of organic products and to control their origin. (Emiliano Machado)

Flagra – App to register problems in the city and alert the government (Carlos Eduardo Pereira)

Rede PCD – Professional social network to help people with disabilities enter the labor market (Isabel Hammes)

Caronilha – Platform to help employees working in the same companies to organize car share (Simone de Ávila)

Mensagem de Alegria – Social networks and videos aiming to take happy messages to people in hospitals, hospices and orphanages (Ana Jofre)

Motorista Seguro – App to help sober drivers to detect and avoid zones where drunk drivers are likely to be found (Rebbeca Goulart) Wasty – App where users can inform they have separated their recycling and make it possible for recycling companies/organizations to pick up the material. (Rafael Gonçalves)

Plano de aula colaborativo – Platform where teachers can share, produce and classify teaching plans (Rodrigo Vieira)

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Lab’s evaluation questionnaire


During the meetings with the participants of the Lab, the team conducted constant evaluation of the process. The results are great, as can be seen in the graphics below.

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Satisfaction with the Lab (Please share your opinion with us)

Insufficient

Low satisfaction

Sufficient

Very much satisfied

InsufficientLow satisfaction

SufficientVery much satisfied

Acquired knowledge

Insufficient

Low satisfaction

Sufficient

Very much satisfied

InsufficientLow satisfaction

SufficientVery much satisfied

The promoters of Social Good Brazil, ICom and IVA, mobilized their networks through a survey to investigate what took thousands of people in protests all over the country in 2013.

The #VemPraRua survey collected 1,519 responses and showed the following results:

- 95% of the respondents declared that the movement was inspired through social media.- 37% followed the protests via the internet and other channels, and 32% disseminated information on their personal networks.- 28% of the respondents actually participated in protests on the streets, and 60% of them had never participated in a protest before.- Education and corruption were the main reasons to lead people to go to the streets in protest (22% of the responses each), followed by the request for political reform and improvements to health care (21% of the responses each). Free bus tickets for students was in fifth place (11%).- 70% declared they were dissatisfied with the problems in the country and through the protests, found the opportunity to vindicate for their rights; 25% declared it was the first time their generation participated in a movement such as this one, and they wanted to be part of History.- Considering those that declared they had not previously participated in any way in the protests, just 8% said they were not interested at all and 54% said they had not had the time to engage in the protests.

The results proved the impact social media has had in the social movements in our times.

Evaluation Survey


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In comparison to the survey applied at the first meetings of the Lab, some development was identified:

• About the meetings/workshops: In the first surveys, 66% of the respondents considered them “Very Good”. This percentage increased to 88% in the last survey. The other 12% considered these activities as “good”.• Understanding the Content: 97% of the participants found it “easy” and “very easy”, showing the content was well understood.• All participants declared to have matched their expectations or to have experienced more than they expected.

Testimonials:“During the Lab I had all the support I needed to develop my project and put it into practice”.“It helped me to improve my idea and to come up with a viable product.”“Social Good Brazil Lab was important to ask some questions about our project and it led us to validate these questions with potential users/customers in the streets”.“The challenges put by the program helped to develop and structure the project”.

Social Good Brazil Lab Demoday


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The Lab participants presented their ideas on December 11th in a special night called Demoday which completed the Lab cycle. Nonprofit organizations, accelerators of social businesses, angel investors and other invitees attended the event.

The Demoday took place at Sapiens Park, a technological park in Florianópolis. During the afternoon, the invitees were offered the opportunity to visit some projects that are using social innovation and technology which included social businesses working in education as well as a guided tour from the Director of Sapiens Park around both the park and the company Sábia (also onsite at Sapiens Park).

OTHER EXPERIENCES

OTHER EXPERIENCESTogether with the main projects, the Social Good Brazil LAB Program

engaged in other innovative experiences to evaluate new possible projects

#Vemprarua survey

Workshop with nonprofit

organizations

Festival of Ideas

#VemPraRua

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OTHER EXPERIENCESFestival of Ideas and the culture of co-creation

A meeting of around 40 people interested in co-creating ideas was held at ACATE the State Association of Tech Companies.

In addition, the Social Good Brazil Program supported some of the ideas so they could participate at the Great Co-creation Meeting promoted by the Festival of Ideas in São Paulo in May 2013.

26 ideas were presented and 03 of them were chosen to go to São Paulo:#EuTeLevo (Gabriel Lana) (#I take you)#Rádio Digital em parceira com a juventude da comunidade Vila União (Maçan Guedes) (#Digital radio station in partnership with youth from the community ‘Vila União’)#Shopping de Sonhos (Adriana abriella da Silva) (#Mall of Dreams)

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OTHER EXPERIENCESWorkshop on Social Good for

nonprofit organizations

In June 2013, the program held a workshop entitled “Strategies for Social Media”, in partnership with IBM Brazil. Around 40 participants learned how to use the internet to leverage the work done by their organizations and social projects. There were two groups, one in the morning and one in the afternoon.

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OTHER EXPERIENCESSurvey about the #VemPraRua movement

that happened all over the country in July 2013

The promoters of Social Good Brazil, ICom and IVA, mobilized their networks through a survey to investigate what took thousands of people in protests all over the country in 2013.

The #VemPraRua survey collected 1,519 responses and showed the following results:

- 95% of the respondents declared that the movement was inspired through social media.- 37% followed the protests via the internet and other channels, and 32% disseminated information on their personal networks.- 28% of the respondents actually participated in protests on the streets, and 60% of them had never participated in a protest before.- Education and corruption were the main reasons to lead people to go to the streets in protest (22% of the responses each), followed by the request for political reform and improvements to health care (21% of the responses each). Free bus tickets for students was in fifth place (11%).- 70% declared they were dissatisfied with the problems in the country and through the protests, found the opportunity to vindicate for their rights; 25% declared it was the first time their generation participated in a movement such as this one, and they wanted to be part of History.- Considering those that declared they had not previously participated in any way in the protests, just 8% said they were not interested at all and 54% said they had not had the time to engage in the protests.

The results proved the impact social media has had in the social movements in our times.

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OTHER EXPERIENCESPartnership with Centro Ruth Cardoso

and the Festival of Education

At the beginning of the year we spoke to two youth groups participating in social projects in the region of Florianópolis and neighboring cities (Centro Cultura Escrava Anastácia and Conselho Comunitário Ponte do Imaruim). They were invited to help in the co-creation of an initiative to be implemented with Centro Ruth Cardoso. The initiative aimed to engage youth as protagonists of the challenges in education. The groups were made up of around 16 – 20 underprivileged young people with an average age of 15 years old, who participated in reflective and informative programs outside school hours. It was striking to realize that all of them were facebook users and very familiar with social media.

One of the schools where the Festival of Education organized by Centro Ruth Cardoso is piloted is IFSC – São José, in the region of Florianópolis and neighboring cities. The idea chosen as the finalist of the Festival of Education and that went to the national meeting in November 2013 is a laboratory for innovative ideas inside the school.

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LESSONS LEARNED

• The power of co-creation to build initiatives in a more creative and participative way• The importance for SGB to gather diverse sectors in a neutral debate on social innovation during the annual Seminars• SGB has a fundamental role of sharing practical experiences from a new type of entrepreneur. They are the movement entrepreneurs, with focus on micro-revolutions• The opportunity to make use of the general knowledge obtained in the first two seminars, as well as in research done to organize those meetings. This knowledge can be transformed into multimedia content and integrated in the rest of the initiatives of the

The pilot of the SGBLab has validated some hypothesis and provided several lessons to be learned:• It is possible to offer content to be accessed online and use the meetings as opportunity to stimulate peer-to-peer exchange, mentorship, workshops and to offer practical exercises.• Prototyping does not need a lot of financial resources. In most of the cases, this activity did not use any money and cost less than USD 150.• The phase of application and selection are crucial for the success of the Lab. It has to be focused more on the entrepreneur’s profile than on the ideas, and use a gamified process that helps to assess the real effort the entrepreneur is willing to put to develop their idea. The model also offers the possibility for the entrepreneur to leave the Lab when they are not able to accomplish the exigencies of the program.

• It is necessary to put together a combination of mental models, including hired consultants, SGB team and volunteer entrepreneurs.• The calendar of activities of the Lab can be lighter at the beginning of the program, and offer more time for the participants to test their ideas. In this way they can validate more elements of their idea and improve their model.• The majority of the ideas participating in the Social Good Brazil Lab in 2013 preferred to be registered as social businesses.

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SOCIAL GOOD BRAZIL TEAM

From the experience obtained in 2012 and our ambition for 2013, two new people integrated the team:

• Fernanda Bornhausen Sá – Strategic Committee• Lucia Dellagnelo – Strategic Committee

• Carolina de Andrade – General Coordinator• Bruna Pires – Communications Coordinator• Ana Paula Santos – Content Analysis (platform)• Bruno Evangelista – Lab Coordinator• Cecília da Silva – Event Consultant

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• Anderson Giovani da Silva – Executive Manager of ICom• Ana Maria Warken do Vale Pereira General Coordinator IVA

Special thanks to our Master partners, who believe in the power of Social Good Brazil

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