MaFI The Market Facilitation Initiative

- Improved Communication Model 2010 -

By Lucho Osorio - MaFI Facilitator

A proposal to deliver

a fulfilling experience of

knowledge sharing and

peer-support

to MaFI members

Main Inputs for Model Design

• MaFI members since its beginnings

• SEEP members during SEEP Annual

Conference, Nov 2009

• MaFI members’ responses to short

survey, Nov 2009

Principles for Model Design

• Proactive: Reach members where they already spend most of their time

• Diverse: Use different channels to reach different segments of members

• Adaptable: Give options for members to share and network

• Predictable: Help members plan their time and know what is coming

• Simple: both in operation and looks

Communication Model for MaFI

D-Groups

SEEP Library, MaFI-licious and Slideshare

LEVEL 1: SEEP’s SharePoint

(Tens)

LEVEL 2: LinkedIn Group

(Hundreds)

LEVEL 3: Facebook Page

(Thousands)

Twitter

Local Learning Groups (LLGs)

ChannelsChannel Main audience Main function

Level 1:

SEEP’s Sharepoint

(The Backbone)

Leaders of learning teams and other “hard core” (highly committed) members

•Strategic vision and planning

•Co-produce MaFI knowledge products

•Co-ordinate learning teams

Level 2:

LinkedIn Group

(Forum and Meeting Point)

All members •Planned and spontaneous discussions

•Peer support, problem solving and networking

•Jobs and events information

Level 3:

Facebook Page

(Dashboard and Loudspeaker)

Potential new members who want to be informed about facilitation and pro-poor market development

•General information

•Updates about new knowledge products, events and learning discussions

•Spread the voice (“fans”)

Support PlatformsPlatform Main audience Main functions

Local Learning Groups (LLGs)

MaFI members who live in the same area

•Face-to-face interactions

•Contextualised learning, support and networking

•Local initiatives and mobilisation

D-Groups Members who only want or need to use email

•News updates (mainly via periodic newsletters)

•Works as a listserve

Twitter Members and development professionals

Selected “twitterers” can send short updates to all members

MaFI-licious Members and development professionals

Live repository of web-based resources about facilitation and pro-poor market development

Slideshare Members and development professionals

•Sharing slides and other docs

•Webinars and discussions

Main features (I)

• Multiple communication channels– Sharepoint, LinkedIn, Facebook and listserve

• Viral communication and promotion– Through members’ networks in LinkedIn & Facebook

– Through the integration of MaFI-licious and Twitter updates, Slideshare uploads, reading lists and blogs

• Face-to-face and virtual interactions– Local Learning Groups

– Short online discussions (1-3 days)

– Webinars and Skype calls (small groups)

Main features (II)

• Contextualised by topic and regions• Membership based on expertise & engagement

– Only members who contribute to discussions and problem-solving can be in levels 1 and 2

– “Listeners” will stay informed via Facebook & listserve

• Expert Review Panel for special products– To increase legitimacy and influence– Constituted by reputable professionals

• Regular updates and newsletters– From very quick and short (via Twitter) to periodic and

more elaborated newsletters

Main features (III)• Easy navigation and operation

– Using platforms that are constantly innovating and most members are already using or plan to use

– Members can choose which discussions to follow

• Powerful networking (through LinkedIn)– Members can access one another’s networks

• Calendar of main learning topics and events• Measurable activity

– Number of members & visits to documents, quality of discussions & knowledge products, satisfaction levels

• Guest “stars” to spur debates

Africa Agribusiness: LinkedIn Group

LinkedIn: main features• The biggest online professional network in the world

• More than 30% of MaFI members already use it regularly

• Members have strong incentives to keep their CVs updated

• Members can recommend the work of others

• Activity of members is visible to their networks: attracts new members

• Members can access new contacts via other members’ networks

• Parallel discussions and subgroups are possible

• Members can choose which discussion to follow

• Minimalist and friendly design

• Continuous innovation due to competitive pressures

• Free sign up and use but pre-approval is possible

• Members can share reading lists, blogs, events and travel plans

DFID on Facebook

Facebook Pages: main features

• One of the most popular online communities in the world

• More than 50% of MaFI members use it regularly

• Powerful viral communication

• Anyone can be a “fan” and spread the voice about MaFI

• It can integrate twitter updates

• Friendly and fun design

• Continuous innovation due to external competition

• Free sign up and use

Gates Foundation on Twitter

MaFI-licious: MaFI’s web-based resources

Implementation Plan (Q1)

• Selection of Level-2 members

• Transfer of Level-2 members to LinkedIn

Group

• Tutorials for members who are not

familiar with LinkedIn and Facebook

• Test of LinkedIn with focus group

• Launch of featured events on subsidies

Implementation Plan (Q1-2)

• Set up and test MaFI Facebook page

• Test of LLGs in Dakha, London & Lima

• Test of D-Groups listserve

• Test of wiki in Sharepoint for subsidies

document (only Level-1 members)