A presentation on the use of social media and emerging technology in the immediate aftermath of the 2010 Haiti earthquake

1. Hello there, ladies and gentlemen
(it’s the start of the show)

2. How to use Social Media for Good
(instead of using it for advertising)

3. Haiti
• 7.0 earthquake
• In the age of 24 hour, real-time information,
how is mobile, interactive, and social media
playing a role in the rescue/recovery efforts?

4. Magnitude-7.0
• The web has been moved by the plight of the
Haitian people.
• Social media has quickly become the first place
where millions react to large-scale
catastrophes.

5. Agenda
• Mobile fundraising
• Social Media meets Traditional Media
• Emerging Technology
• Role in Pharma?

6. Charity 2.0
(fundraising in 2010)

7. Charity 2.0
• Unprecedented use of mobile media to
drive fundraising and donations.
• Victims and rescue workers used mobile
phones to communicate and save lives.
• Mobile tech entered a new era in its
history, becoming a primary channel for
cause-based action.

8. Charity 2.0: Txt Ur Donation
• Text “HAITI” to 90999
• mGive: mobile donation platform which processes
mobile contributions
• Recently asked major mobile ad players AdMob,
Eyeblaster, Jumptap, Microsoft Advertising,
Millennial Media, Ringleader Digital and other
networks to join in on the donation promotion

9. Charity 2.0: Txt Ur Donation
• Recent mobile fundraising efforts demonstrate that
consumers are getting more comfortable with mobile
commerce and engaging with organizations through text
messaging.

10. Charity 2.0: There’s an app for that
CauseWorld
“Check in” to locations around you,
earning you karma points you can
redeem for donations to charities.
This app has been out for less than a
month and already almost 54,000 meals
have been provided to needy families,
9,500 trees have been planted, and
4,200 books have been donated to kids.
The app is currently sponsored by Kraft
Foods and Citibank and offers 10 ways to
donate your karma points.

11. Charity 2.0: There’s an app for that
The Extraordinaries
The Extraordinaries app allows you to
perform micro-tasks (“missions”) for
nonprofits and organizations you care
about.
Over 15,000 missions have been
completed so far. For example, you can
help find missing persons in Haiti or tag
images for Greenpeace.

12. Charity 2.0: There’s an app for that
Mobile Rice
MobileRice is an iPhone app that asks
you vocabulary questions, and correct
answers donate 10 grains of rice to
people in need.
It is the mobile app version of
FreeRice.com.

13. Charity 2.0: There’s an app for that
Hope for Haiti Now
With Hope for Haiti Now, you’d be able to
watch telethon.
The app also provides links for making
donations to help the international relief
efforts.

14. Charity 2.0: E-commerce
Hearts for Haiti
Etsy.com: online storefront for
craftspeople
HeartsforHaiti.etsy.com: Collective of
donated items from hundreds of Etsy
shops to raise money to rebuild Haiti.
Proceeds from this shop go directly to
DoctorsWithoutBorders

15. Social and Traditional
(media comes together)

16. Media: Social meets Traditional
• Social media being used more by traditional
organizations
• NFL broadcasting how to text to the Red Cross
during playoffs
• CNN reporter Anderson Cooper tweeting from
Haiti as well as appearing on nightly news

17. Media: Twitter
Nielsen Company: preliminary analysis of data indicates that Twitter posts are the
leading source of discussion about the quake, followed by online video, blogs,
and other social media.
Twitter, and other media, used to share information, react to the situation, and rally support.

18. Media: @KateAtState
Profile:
Mom of 3 awesome
kids
Cupcake connoisseur
Fan of Colbert Report
Likes football

19. Media: @KateAtState
Works for the U.S. State Department
in the Office of Innovation
Encouraged followers to donate during
NFL playoffs
Message was retweeted
Raised $20 million

20. Media: Doctors without Borders
When a Doctors Without Borders cargo plane full of medicine was blocked from
landing at the congested Port-au-Prince airport, the group sent out a tweet about
the blockage.
Twitter users then began to bombard the U.S. Air Force’s Twitter account with
demands that the plane be let in.
"We're working it right now. More to follow," the Air Force tweeted.
Less than an hour later, the plane was on the tarmac and a second was on the
way.

21. Media: TwitPic and Flickr
First-hand, on the ground, immediate

22. Media: YouTube
Independent news organizations
and individuals posting videos
alongside traditional organizations

23. Media: Blogs
Inside look at the experiences during
the quake and recovery efforts
Sergey Brin: participated in relief efforts,
astonished by Haiti’s resilience
despite circumstances

24. Emerging Technology
(necessity is the mother of invention)

25. Emerging Tech
• Anytime there is a social crisis,
technology will play a role
• New technologies will be developed,
enhanced, or distributed
• Hurricane Katrina: Wi-fi in New Orleans

26. Emerging Tech: CrisisCamps
Sponsored by Crisis Commons, CrisisCamps:
Open, collaborative events allowing tech and non-tech
citizens to come together to build tools and resources
being used on the ground by responders and non-
governmental organizations.
Over the last two weeks, volunteers at CrisisCamps
have built technology tools, including mobile
applications, to aid the flow of vital information in and
out of Haiti.
http://wiki.crisiscommons.org/wiki/Simple_Tasks_Anyone_Can_Do

27. Emerging Tech: Translation
Mainstream online translation tools
don't support the Creole language
(based on 18th Century French).
Microsoft Research made available
an online, experimental machine
translation system for translating to
and from Haitian Creole.
http://translate.bing.com or
http://www.microsofttranslator.com.

28. Emerging Tech: People Finder
Developed by Google: A centralized
search system for tracking down people
missing in the Haitian earthquake
News organizations are embedding it on
their sites
First 3 days: database of 22,000+ entries
where people could post images and
leave updates on people in the database
http://www.state.gov/p/wha/ci/ha/earthqu
ake/index.htm

29. Emerging Tech: Google Earth
Satellite pictures of Haiti added to
Google Earth.
Google contacted GeoEye,
specializing in earth imagery and
geospatial services.

30. Emerging Tech: CNN Immersive Media
CNN’s 360 degree video footage
from Haiti post earthquake
provided by Immersive Media.
Pan the camera around as if you
were the one controlling it at the
time of filming.
http://www.cnn.com/interactive/2010/01/world/haiti.360/index.html

31. Pharma
(what does all this have to do with us?)

32. Pharma
• Pfizer: with operations in Dominican Republic,
will provide antibiotics, donated undisclosed
cash
• Merck: initial $350K donation, $200K products
• Eli Lily: initial $250K donation, also provided
undisclosed product donations
• Bristol-Myers Squibb: initial $200K, also
provided undisclosed product donations
http://www.dailyfinance.com/story/company-news/pharmaceutical-
companies-join-haiti-efforts-with-medicine-cash/19318649/

33. Pharma – Possible opportunities
• Online support communities
• Sponsorships on mobile apps dedicated to
fundraising
• Push for mobile applications
• Immersive video
• What else?

34. Conclusions
• General consumers comfortable with mobile
• Social media: used to share information, react
to the situation, and rally support
• New technologies will emerge whenever there
is a need

35. FIN
(ladies and gentlemen, it’s the end of the
show)