Making Social Innovation Pop
Social Innovation(Innovations that have social purpose, drive social change, and create social value.)
What’s this picture trying to tell us?
Some may think
The world is f***ed.
But we see
Amazing opportunities to make the world a better place.
And big opportunities call for big resources from great companies.
What do people want from great companies?
“I want to know what companies stand for.”
31%
30%
20%
13%
6%
Role of business in society:
Just make money
Play limited role in community
Support larger issues with donations and time
Support larger issues with donations and time and advocate for change
Change the way they operate to align with greater social and environmental needs
Taken from the 2011 Cone/Echo Global CR Opportunity Study
“I want a positive corporate story.”
“I want company leaders who can see the future.”
Ken Powell, CEO, General Mills
“Done right, social engagement is incorporated into the mission of the company, which means that the CEO must be the person who shapes the agenda and communicates the message around it.”
Mike Duke, CEO, Wal-Mart Stores, Inc
“More will be expected from market leaders and globally successful companies, and those companies who are most involved will be most successful, creating an upward spiral.”
From the Committee Encouraging Corporate Philanthropy’s Report, Pathways to Sustainable Value Creation in 2020 Based on research from McKinsey & Company
CEOs agree that engagement in social issues is critical.
“I want company leaders who understand value.”
Drive the solution
Be part of the solution
Fund the solution
Invest pragmatically
Do not engage 0
3
5
42
50
From the Committee Encouraging Corporate Philanthropy’s Report, Pathways to Sustainable Value Creation in 2020 Based on research from McKinsey & Company
BUY PRODUCT WITH AN ENVIRONMENTAL BENEFIT
BUY PRODUCT OR SERVICE ASSOCIATED WITH A CAUSE
BOYCOTT A COMPANY WITH IRRESPONSIBLE PRACTICES
VOICE OPINIONS DIRECTLY TO A COMPANY ABOUT ITS EFFORTS
DONATE TO A CHARITY SPONSORED BY A COMPANY THEY TRUST
Consumers want to be engaged.If given the opportunity, They would:
VOLUNTEER FOR A CAUSE A COMPANY THEY TRUST SUPPORTS
BROUGHT A PRODUCT WITH AN ENVIRONMENTAL BENEFIT
BOUGHT A PRODUCT OR SERVICE ASSOCIATED WITH A CAUSE
MADE A DONATION
BOYCOTTED A COMPANY UPON LEARNING IT BEHAVED IRRESPONSIBLY
TOLD FRIENDS OR FAMILY ABOUT A COMPANY’S EFFORTS
VOLUNTEERED
RESEARCHED A COMPANY’S SOCIAL AND ENVIRONMENTAL PRACTICES
GIVEN FEEDBACK DIRECTLY TO A COMPANY ABOUT ITS CR EFFORTS
Consumers have rewarded and punishedcompanies. In the past 12 months, They have:
94%
93%
93%
82%
81%
78%
76%
65%
63%
56%
51%
39%
36%
32%
“I will reward companies that connect to a cause.”
Taken from the 2011 Cone/Echo Global CR Opportunity Study
“I want to be able to trust corporate intentions.”
Almost half of respondents to our most recent Goodpurpose annual
consumer survey say they feel brands only support good causes for publicity and promotion, and
not because they really care.Christine Garton, USA Today
How can brands make these connections?
“Shared Value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success. It is not on the margin of what companies do but at the center.”
Michael Porter, Bishop William Lawrence Professor at Harvard Business School
By helping employees stop smoking (a two-thirds reduction in the past 15 years), the company has saved $250 million on health care costs, a return of $2.71 for every dollar spent on wellness from 2002 to 2008.
Nestle guaranteed bank loans for impoverished farmers while improving their incomes and incentives—and Nestle’s supply of good coffee grew significantly. Nespresso is now one of Nestle’s fastest-growing divisions with annual growth of 30% since 2000.
Opening local processing plants cut costs by 25%, provided direct employment to 17,000 local Africans (95% women), greatly reduced carbon emissions, and led to 30% annual growth since 2000.
When a company supportsthe issue consumers care about most, it is rewardedwith their trust, loyalty, advocacy, engagement and increased sales.
What we call Shared Value ROI, or a Return On Innovation.
Yoxi facilitates trust between brands and consumers by connecting them to social entrepreneurs to create Shared Value.
Big opportunitiesalso call for ingenuity from social entrepreneurs.
We call these entrepreneursSocial Innovation Rockstars.
SIRs
A Social Innovation Rockstar is the agent to authentically connect brands and consumers
through Shared Value creation.
Our mission is to mainstream social innovation by harnessing the transformative power of Social Innovation Rockstars.
Who We Are
A media agency to tell compelling stories.
A talent development agency for Social Innovation Rockstars.
Making Social Innovation Pop
What We Do
Identify business opportunities for brands that can be amplified by a Social Innovation Rockstar (SIR).
Match brands to SIRs who have the passion, expertise, and credibility to harness those opportunities.
Create media campaigns that elevate the brand/SIR partnership while maximizing the opportunities.
How It Works
Identify: What’s the opportunity?Talent portfolioShared Value score cardCompetitions
Match: Who can tell the story?Manage relationships and engagementsDefine brand opportunities based on Shared ValueSegment SIRs
Create: Campaigns to reach mass scale.Opportunity manifestoTour/Road showEpisodic video series
How It Works:Custom Competition
You want to support a broad issue such as education.
We will run a custom competition for you to discover your own education SIR.
• Turnkey competition platform with customizable features
• Audience voting to drive engagement
• Effective format to deliver high quality video content
Screen shot taken from Trim the Waste of Fashion Competition
How It Works:Custom Campaign
You want to support a broad issue such as “greening the supply chain” and want to work with one of our portfolio SIRs.
We will manage the engagement, design a program, produce the campaign(s), and track performance/impact.
• Strategic development on campaign narrative
• Competitive market analysis
• Creative development from concept to execution
• Transmedia production for multi-channel storytelling
• Digital strategy and social media support
How It Works:Campaign Alignment
You have a specific campaign in mind to address a business challenge, and need support from one of our portfolio SIRs. Or, one of our portfolio SIRs has very specific campaign ideas that align with your business goals (or issues you want to support).
We will define and manage the engagement, design a program, produce the campaign(s) — or work with your creative team to produce it, and track performance/impact.
How It Works:Big Picture Partners
You are interested in supporting Yoxi’s mission and want to participate in our ongoing programs to showcase your thought leadership and commitment to social innovation.
Opportunities include:
• Sponsor our search for SIRs
• Participate in shaping the evolving landscape of social innovation through our events and media programs
• Provide prizes or grants to support our portfolio SIRs of your choice
Value We Bring
Value For Brands
Unique ResourceA social innovation “dating service” to match SIRs to your greatest business challenges
Credibility + TransparencyInsights and impact driven by the SIRs that are changing the world
Result-drivenStructured campaigns and media amplification that achieve specific business goals
Pop Culture AppealA way to tell your shared value story that appeals to the masses
Thought LeadershipRelevant participation in the ongoing conversation about what makes an SIR
Value For Social Innovation Rockstars
An agency to bring them to the next level of focus and visibility
A media partner that exposes them to new business opportunities (not the same incubators, etc)
A media partner that introduces them to new audiences
A long-term relationship with Yoxi for continued resources and connections beyond incubation and launch
Meet Some Rockstars
Chid LibertyFrom Sweat Shops to Sweat EquityIn addition to being a finance guru and social entrepreneur, Chid presides over a four-pronged hybrid social enterprise across two continents. His organization, Liberty & Justice, develops local African factories and connects them with international retailers and individual consumers. These factories produce fair-trade apparel for American and European retailers, replacing a culture of sweatshops with a culture of sweat equity.
Laurie SchoemanUrban Agriculture Classrooms Through NYSunWorks’ Greenhouse Project Initiative, Laurie uses hydroponic farming technology to educate students and teachers about the science of sustainability. This highly scalable model aims to provide tomorrow’s decision-makers with an elevated set of skills, a broader perspective, and a lasting sense of commitment to lead the global community in an environmentally efficient way.
David Baron and Zeshan MuhammediMake Good CoolThe dynamic duo focuses on functional apparel design with a purpose, mobilizing college students to "wear their social responsibility" with a cool attitude. Their current initiative "Colors for Causes" is paving the way for an ambitious enterprise to build a coalition for 100% closed loop recycling in the fashion/apparel industry.
How We Recognize Our SIRs
Fan
Evolution Of Social Innovation Rockstars (SIRs)
Visibility
Experience
Emerging SIR
Established SIR
Iconoclastic SIR
Aspiring SIR
Fan
Emerging SIR
Established SIR
Iconoclastic SIR
Aspiring SIR
Collective Impact
LOW HIGH
CREATE
PROFILE
IDENTIFY
INVEST
Fan
Emerging SIR
Established SIR
Iconoclastic SIR
Aspiring SIR
Sweet Spot for Media Sponsorship
Shared value campaignsCause campaignsJourney of transformation
Fan
Emerging SIR
Established SIR
Iconoclastic SIR
Aspiring SIR
Sweet Spot for Millenial Activation
Engagement campaignsCurated crowdsourcingJourney of transformation
Personality Focus
Idea/Solution Focus
storytellermovement builder
incubatoraccelerator
GOOD
CommonPurpose
Ashoka Changemaker
Echoing GreenStartingBloc
Y-Combinator
Unreasonable Institute
MediaEnterprise
We’re in a unique position in the industry. We don’t incubate ideas — we develop talent who drive change.
Skoll
Founder
Sharon ChangBrand Strategist, Creative Director, Media Executive, Social Entrepreneur, Angel Investor, Philanthropist
Visionary thinker with the unique ability to balance the business and cultural dynamics of Madison Avenue, Hollywood, and Silicon Valley.
Former Chief Creative Officer of 19 Entertainment, the company behind American Idol and So You Think You Can Dance.
Major branding/marketing initiatives for Pepsi, Ford, SONY, Motorola, Estee Lauder, P&G, TED, Starwood Hotels, Universal Music, CNN, Hulu.
Trustee of New York University.
COO and Executive Producer
Randy MakiejRandy brings nearly two decades of production and management experience. Always focusing on the entertainment possibilities of the web his experience exemplifies Transmedia Production. He brought the Blue Man Group online, developed campaigns for Microsoft that helped define "viral media", produced games for HBO, e-commerce for Conde Nast, and animation for a feature film that opened the Sundance Film Festival. Most recently he managed all digital production for 19 Entertainment's If I Can Dream. Clients have included Microsoft, Hasbro, Mercedes AMG, BMW, Sharp, Dewars, Anheiser Busch, and Barney the purple dinosaur.
EVP, Strategy and Engagement
John C. HavensA contributing writer for Mashable, author of Tactical Transparency (Wiley, 2008), and a frequent speaker (SXSW, Web 2.0, Global Keynote). Additionally, he has been the EVP, Social Media at Porter Novelli, VP of Business Development at BlogTalkRadio, and the first About.com Guide to Podcasting. Throughout his career he's developed deep experience in sourcing and contracting bloggers and influencers for brands like Gillette and HP as well as strong expertise in FTC compliance around disclosure for brands. Previously, he was a professional actor for more than 15 years in New York City with leading roles on Broadway, TV and Film. John authored a book on acting and taught the craft more than a decade.
Debra DunnSkoll Foundation
Carl HaackeSkylight Consulting
Kathleen GareissOgilvy Worldwide
Neil VogelWebby Awards
Marci ZaroffUnder the Canopy, FASE
Mike EdelhartPivot Conference
“The idea to pick a problem and solve it in a way that brings in the most creative ideas from the widest possible audience is born from [Yoxi Founder, Sharon] Chang’s feeling that the ‘only way to truly solve problems fundamentally is to stimulate a higher level of creativity.’”
“Yoxi’s larger goal is to bring social good into mainstream conversation. It’s a refreshing shift away from page views and ad pages.”
It’s showtime.
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