于2010-03-31 23:23:27翻译 | 已有2383人浏览 | 有0人评论
一个为了拯救朋友生命的小组利用社交网络工具在三个月内为他们的国家合作捐助项目（National MarrowDonor Program）获得了超过24，000个南亚的注册人。他们的工作给了斯坦福大学商学院的Jennifer Aaker教授灵感来发展一个课程：社会科技的力量。它包括VictoriaChang,Alice LaPlante和Sara Gaviser Leslie撰写的一系列的社会科技的案例。
February 2010
STANFORD GRADUATE SCHOOL OFBUSINESS—Sameer Bhatia was always good with numbers. When he was in histwenties, the Stanford grad came up with an innovative algorithm that formedthe foundation of his popular barter website, MonkeyBin. By age 31, the newlymarried Silicon Valley entrepreneur was running a hot mobile gaming company —he had everything going for him. Then, on a routine business trip to Mumbai, hestarted to feel sick. He lost his appetite and had trouble breathing. Sameerchalked it up to the 100-degree weather and unbearable humidity, but a doctor’svisit found that his white blood cell count was wildly out of whack. Sameer wasdiagnosed with leukemia, a cancer that starts in the blood-forming tissue, suchas the bone marrow. The diagnosis seemed unreal.
斯坦福商学院—Sameer Bhatia总是对数据很敏感。当他二十多岁的时候，这个斯坦福的毕业生用他创新性的思维成立了非常流行的物易网 monkeyBin.他三十一岁前，这位刚刚结婚的硅谷企业家运营了一家非常火热的手机游戏公司-他的人生的每一件事都非常的顺利。那之后，在他一次例行的迪拜商务旅行的时候，他感觉身体不适。他没有胃口而且呼吸困难。Sameer把原因归于那里100华氏摄氏度的天气和不能忍受的潮湿，但是一位访问的医生发现他的白细胞数量大幅度的低于正常值。Sameer被诊断出骨髓癌，这种病是源于血液形成组织，比如骨髓。这个诊断有点难以置信。
In 2008, half of the 44,270 new cases of leukemia ended in death. To beat theodds, Sameer needed a bone marrow transplant — a procedure that requiresfinding a donor with marrow that is as close a genetic match as possible. Sincetissue types are inherited, patients are most likely to match someone fromtheir own ethnicity, with about 30% of patients looking within their ownfamilies; the other 70% search the National Marrow Donor Program (NMDP).Culling from the NMDP wasn't a promising scenario for Sameer, however. Of its 6.8million registered donors, only 1.4% was South Asian, giving him a
2008年，44，270新增的骨髓癌病例中有一半死亡。为了战胜病魔，Sameer需要做骨髓移植-一种需要找到基因尽可能相似的脊髓的捐赠者的治疗方法。因为组织的类型是遗传的，病人最可能从自己家族的人中找到匹配的，这样的比例大概有30%；其它的70%则是通过国家合作捐助项目（National Marrow Donor Program）。但是对于Sammeer,选择NMDP也不意味着一定能成功。在NMDP的六百八十万的注册捐献者中，只有1.4%的人来自南亚，完美匹配的可能性只有两万分之一。更糟糕的是，没有其它什么的地方去寻找。有十亿多人口的印度却没有骨髓登记的渠道。
Not surprisingly, no match surfaced. This sad truth would normally signal theend of the story. But not in Sameer's case. His friends, a tight-knit group ofyoung and driven entrepreneurs and professionals, decided they would attack hissickness as they would any business challenge. If the doctors said that theodds to find a match were
不足奇怪的，没有找到匹配的。这个悲伤的事实将是这个故事的常规的结束。但是对于Sameer’s的例子却不是这样。他的朋友们，一群年轻，富有推动力的企业家和职业人士认为他们可以像面对任何的商业挑战一样打败他的疾病。如果医生说能够在20，000人中才有机会找到一个匹配的话，他们需要做的就是找到20，000个南亚的骨髓登记者。唯一的问题就是他们只有几周的时间来完成。
Tapping the power of both the internet and a closely integrated South Asiancommunity, they emailed 100 of Sameer's close friends. Within 48 hours, theforwarded message had touched 35,000 people. They reached an even broaderaudience by partnering with Team Vinay, a group that had formed a few weeksearlier on a similar quest to save the life of Boston-based Vinay Chakravarthy,a 28-year-old South Asian physician who had also been recently diagnosed withacute myelogenous leukemia (AML). With focus, efficiency, and hyper-utilizationof social media, Team Sameer and Team Vinay used web 2.0 services likeFacebook, Google Docs, and YouTube to mobilize and empower others to organizebone marrow drives all over the country.
动用互联网的力量和紧密团结的南亚社区，他们给Sameer的100个好朋友发送了Email.48小时内，邮件被转发给你了35，000个人。他们通过跟Vinay团队合作接触到了更广泛的人群。Vinay团队是个几周前刚刚成立同样是为了挽救波士顿的28岁的Vinay Chakravarthy,他最近被诊断出患有急性髓性白血病（acute myelogenous leukemia）.通过社交媒体的集中，高效和有效的影响，Sameer团队和Vinay团队使用给予web 2.0的服务的facebook,google Docs和YouTube来利用其他人的力量来组织来自全国各地的骨髓。
In 11 weeks, Sameer and Vinay's supporters registered 24,611 South Asians intothe bone marrow registry and found a match for both. And the 7,500 people theyregistered in the San Francisco Bay Area, where Sameer lived, yielded 80matches for other leukemia patients — an unintended but celebrated consequence.
在11周内，Sameer和Vinay的支持者共计登记了24，611名南亚人到骨髓库同时给两个人都找到了匹配的。在Sameer生活的旧金山湾区就有7，500人登记，跟别的80名白血病患者配对。
Sameer received a transplant, as did Vinay. Tragically, both passed away somemonths later, succumbing to AML. The changes they effected did not end withtheir deaths, however. The potential lives saved in the past two years becauseof the 24,611 South Asians now in the registry numbers over 250. The two teamsgraphically illustrated how we can use the internet to create change in anyarea.
Sameer找到了匹配的骨髓，Vinay也一样。令人遗憾的是，他们都在几个月后都死于急性髓性白血病（AML）。但是他们的影响带来的改变没有就此结束。据统计过去的两年因为这24，611名南亚的登记者就挽救了超过250人的生命。这两个团队形象的为我们展示了在我们这个时代怎么运用互联网来创造一些改变。
What the friends and family of Sameer and Vinay accomplished inspired The Power ofSocial Technology, a class I teach at the Stanford GraduateSchool of Business. The premise of this course is to show students how toharness social technology in support of a clear, single, focused social goodgoal. The challenge is to create a social force toward addressing a specificpersonal or societal need and, in the process, increase the number andfrequency of meaningful acts in the world.
Sameer和Vinay的朋友和家庭让我们明白了“社会科技的力量”，我正好在斯坦福商学院教授的一个课程。这个课程的主要目的是向同学们展示如何运用社会科技来支持一个清晰的，简单的对社会有利的目标。挑战就是创造能够满足个人或者社会需求的一种社会力量，在这个过程中增加世界上有意义的行为的数量和频率。
In the course, we examine how social entrepreneurs are using strategies such asviral marketing to empower others to act on their behalf. We discuss insightsfrom success stories such as how Barack Obama won the presidency; how Kivafosters economic justice by making micro-loans to entrepreneurs in developingcountries easily available; and how companies such as Nike, eBay, and Pepsi aredeveloping meaningful ways to show how social good and profit-making can gohand in hand (and are, in fact, complementary). We draw on research in socialpsychology to study why some efforts become infectious, mobilizing others totake on causes or campaigns.
在这个课程中，我们研究了创业者如何运用迅速传播营销（viral marketing）的策略来利用别人的力量创造价值。我们讨论了一些故事总投射出的道理，比如Barack Obama如何赢得总统选举;Kiva如何通过一种简单可行的方法向发展中国家的创业者发放小额贷款来促进经济的公平;Nike,eBay和Pepsi这样的公司是如何通过有意义的方式来体现社会公益和赚取利润可以同时兼顾（事实上，相互补充）。我们用社会心理学的理论来研究为什么这些行为能够成为传播能力如此之强并且鼓动其它人参与进来。
The theoretical heart of the class is based on the ripple effect — how smallacts can create big change, and how social interactions can impact situationsonly indirectly related to the initial interaction. This was certainly the caseas friends of Sameer and Vinay fanned out in search of potential donors.
课程的核心理论是基于涟漪效应（ripple effect）-细小的行为如何能够引起大的影响和社会互动如何只能影响间接的相关的情形。这就是跟Sameer和Vinay的朋友在寻找潜在的捐献者一样的情形。
In the class, students adopt design-thinking mindsets and creative processeswith the help of an ecosystem of collaborators, including top Silicon Valleyentrepreneurs, social capitalists focused on impact investing, and the HassoPlattner Institute of Design at Stanford. The students start with ahuman-centered approach, putting themselves in the shoes of their stakeholdersto gain empathy and define a point of view with clearly articulated needs andinsights. With this focused understanding of the social good they aim tocultivate, students launch into hypothesis and idea generation, followed byrapid prototyping and testing via Twitter, Facebook, email, texts, blogs, andvideo. Students continuously iterate their projects throughout the course andeventually present a video summary of their project, posted on YouTube or Vimeofor further dissemination and impact even after the class is over.
课程中，在一系列的合作者的帮助下,包括顶尖的硅谷创业者,集中在影响力方面投资的社会资本家和斯坦福的Hasso Plattner设计机构，同学们采用了设计思维的思维模式和创造性的流程。同学们从一种以人为中心的方法开始，把他们自己放在和利益相关者同样的位置来获取他们的认同并且定义一种清晰而且紧密相关的需求和想法。有了对他们想达到的社会公益的清晰理解，同学们根据Twitter,Facebook，电子邮件，博客和视频的原型和验证提出了假说和一般理论。整过课程中同学们不断的重复他们的课题并且最后做了一个视频的总结放在YouTube和Vimeo上面以便课程结束后进一步的传播和发挥影响。
Thus, design-thinking mindsets and social psychological research — along withthe case UsingSocial Media to Save Lives: HelpVinayAndSameer.org — lays thefoundation for students to design projects to support their own causes andmobilize their own movements. Last year, the class proved more successful andinspirational than I could have predicted. Not only did it demonstrate thatpeople are clamoring for ways to use social media for social good, but it alsosuggested the existence of a replicable framework that would allow people toexecute their goals efficiently and thus achieve meaningful change.
因此，设计思维的思维模式和社会心理学的研究-连同用社会媒体来挽救生命的案例：helpVinayAndSameer.org为同学们设计一定目的并采取自己的行动的项目奠定了基础。去年的课程比我想象的成功和富有启发。不仅体现了人们寻求方法来利用社会媒体为社会公益服务，它也让人们可以更有效率的达到目的从而完成有意义的改变。
Aaker twitters about harnessingand social innovation under the user name @aaker.
Aaker用@aaker的名字在twitters上传播利用社会媒体和社会创新。
【本文翻译仅为外语学习及阅读目的，原文作者个人观点与译者及译言网无关】
