A bubble for everything that limits us, but, at the same time, protects us. Nothing more normal than “social bubbles” in our life. In childhood we had friends with whom we identified more; and others less, who transmitted us security, reciprocity. Common tastes, aptitudes, etc., it’s all part of our sociability. These bubbles have existed and will always exist – and with the virtual world, the internet and social networks new “bubbles” are emerging. So what can we do to burst and get out of these bubbles anyway?
Many of you who follow me on social networks are aware that I have been working on corporate responsibility and social business & for over 15 years. During this period I have traveled and work in various regions of Brazil and also had the opportunity to travel to other countries, very different from each other, such as Chile, Pakistan, Nigeria and Mexico. Throughout these years, because of my work, I had a great chance to meet many places and people, but most important a lot of STORIES! And that, frankly, was one of the factors that made me continue on this path despite all the frustrations, hardships, projects and plans that never have been implemented – hazards of the profession, we may say. That, people and stories, shows me every moment and every day that the world is much wider, more diverse, complex and colorful than we imagine.
At the same time I had the opportunity and opportunity to attend events, congresses, meetings on the themes of my work area. And there we were, in Brazil or abroad, telling stories, exchanging ideas, bringing new approaches and concepts, presenting studies, showing and evaluating “cases”. Despite all this movement I realized, over time, that I lived inside a “bubble”. Each event, each conference, each symposium I have met the same people, the same companies and organizations, we shared similar stories and even used the same languages and jargons: CSR, corporate responsibility, social investment, stakeholder, engagement, case, materiality matrix, impact matrix, KPIs and so many others. And in so doing, in my modest vision, I believed that the whole world was like this, the whole world were aware of those issues, the whole world could understand what we have been talking about for so many years! As we were a vast national and worldwide network or community!
Back to the real world, back to projects and communities, meetings with CEOs, directors, and corporate managers, in conversations with workers, in chats I have with some people in little shops or restaurant or street markets the reality was very different: I realized that these concepts, values, approaches, tools, projects and initiatives WERE NOT DISSEMINATED AND KNOWN by people in general. Yes! WE LIVE ON BUBBLES AND WE ARE VERY COMFORTABLE WITH IT!
So, after 15 years, my biggest challenges has been explaining to regular folks, friends, people what I do (they usually stand in front of me with a “screensaver” or poker face) and translate and dub this amazing and relevant topics from our bubble to the outside world! But I needed to do something else!
Going on the internet – getting out of the bubble – I stumbled upon an article published in 2016 that did an analysis of the surfing habits of 50,000 Americans and found that despite algorithms and other mechanisms on the internet we are still open to hearing, to get information about subjects, people, events and things that are outside of our bubble or are different form the topics we like or often read about. In addition there is a huge DEMAND FOR INFORMATION AND RELEVANT CONTENT and this means that everyone, whether online or offline, inside and outside social networks, want more than a “sea of information”. We want content and knowledge that are relevant and meaninful to us. And, as experts in the field know, this requires an important and fundamental step that is to build and maintain an engagement, a relationship with our different audiences – people, consumers, professionals, businesses, corporations and organizations. And from what we’ve seen in reports WE ARE NOT DOING THIS IN THE BEST POSSIBLE WAY, BUT THERE IS AN IMPORTANT FIELD OF OPPORTUNITIES TO CHANGE THAT.
Bellow I share with you some highlights of a report by the CETIC (Internet Steering Committee in Brazil):
• Currently 73% of internet users in the country, considered urban and rural, participate in social networking sites, while only 36% of the companies surveyed stated they have an account or a profile in a social network. In small companies, this percentage is 33% and in medium and large-sized establishments, they reach 43% and 50%, respectively.
• There is not much variation in relation to the Brazilian geographic regions. The region with the largest presence of companies in social networks is the South, with 38% of the companies, and the lowest is North with 31%.
• For the analysts of the study, the low presence of companies in social networks may be related to the fear that the insertion in the environment of online social networks generates in the corporate sector, especially because there is a dynamic of more immediate interaction with the consumers – happens independently of the company’s presentation or organization in the networks.
• Main activities carried out: posting news about the company (78%) and its area of activity (72%), to disseminate institutional content and to post news, especially large companies (85%, company news and 80 % news about your area of expertise).
• In the interaction with the public, companies have been reactive: respond to comments and doubts (74%). The launch of products or services in these networks was carried out by 58% of the companies – in 62% between the large ones and 65% in the medium ones. In addition, 53% of Brazilian companies that have their own profile in the social networks carried out promotions involving products or services.
• In general, most Brazilian companies updated their content on social networks at least once a week (38%).
In one hand, we live in closed, comfortable and cozy bubbles that we think are the reality of everyone and existis everywhere. On the other hand, companies, organizations, businesses, entrepreneurs and people still CONFUSING AND MIXING A LOT INFORMATION AND COMMUNICATION WITH RELEVANT CONTENT AND BUILD RELATIONSHIP. Those are completly different things! So, I decided to find concrete ways to generate relevant content and start to build relationship and connection with those who are interested in these themes, those who want to know more about stories and other topics and issues regarding CSR, social and impact business, innovation, etc. But I also have decided to talk and share stories especially for those who (still) do not understand, do not know, can not understand “these things, those who can not see the connection with their daily rutine or life.
A year ago I created a weekly content called “Ideia de Impacto Show” broadcasted by Radio Geek (www.radiogeekbr.com.br) – a startup and content platform created by Geeks Agency. Currently it reaches more than 300 thousand people/month in Brazil and abroad. Its audience is young (18-35), influential and innovative, with a high level of education and very focused on innovation, creativity and technology, new trends and behaviours.
After one year we have 30 shows sharing a lot of content, good conversations, making new friends, talking about projects and having incredible connections! The lenguage, the approach is simple and direct, avoiding jargon so we can talk and explain about various topics that help entrepreneurs, small businesses and businesses of all sizes and regions: financial independence, brand building and differentiation, how to improve communication, what to do to maintain relationships , how to creat a impac or social business, innovation and creativity. Consistent content but that can be understood by anyone! This work would be impossible without the help and support of many people. Friends, partners, networks helped me to share and tell stories of 10 startups, businesses and companies that are changing their founders life but also generating interesting impact in communities, cities and regions in Brazil. And of course, we also participate in events about innovation, creativity and technology: from Campus Party to Whow! Festival, from the Neurobranding Summit to the Innovation Festival, showing what is happening in Brazil and in the world.
During 2019 my main goal is to BURST AND EXIT THE BUBBLE AND SHOW THINGS FROM ANOTHER WORLD (S)! To tell that innovation, technology, creativity, impact generation, social business happen in different places, in most different forms, in different contexts! So I have decided to travel arround Brazil and then to other Latin America to tell and share these stories.
In order to do that I would kike to ask you: Do you have a COURAGE TO LEAVE YOUR COMFORTABLE BUBBLES AND EXPLORE ANOTHER WORLDS? To the brave ones who want to do so, please help me tell these stories, your stories and get in touch: https://lnkd.in/dHRCQA4.
Let’s start the journey!