Rob Hinchcliffe of Qype.com and Lea Simpson of unchainedguide.com are passionate about promoting excellent local businesses, and believe this can be done by using digital media to influence people’s consumer habits.

At 2gether08 they carried out a mini social experiment by setting up ice cream stalls at the event. One sold very well known brands, at a reasonable price in a very prominent position. The other sold an independent make of very high quality, organic ice cream but in a slightly out-of-the-way location and at a more expensive price: on the roof.

In the interview and on the Indy England page they set out the experiment in more detail - explaining how using Twitter, word of mouth, and others ways to communicate boosted sales of Paul A. Young’s organic ice-cream at the expense of well-known brands.

Previously:

• Amazing ice-cream on the roof
• Supporting small, local and really excellent - online

The aim behind 2gether08 is not just to talk about social issues and digital technology, but to start forming collaborations for practical action. The Social Innovation Camp that Anna Maybank described here shows how that is possible.

One big idea now emerging at 2gether08 is using online networking, and public service media, to help communities reduce their carbon footprints.

Groups in towns and villages are already starting to share experience nationally and internationally about local projects to tackle the challenge of peak oil and climate change, through the Low Carbon Communities Network and Transition Towns Network.

However as Tracey Todhunter, co-founder of LCCN, explains in this interview, they need technical help on how to raise awareness and communicate better online, by using social media and attracting the interest of public service publishers like Channel 4.

Tracey plans to gather a team on the first day of 2gether08 to add more tools to their current set of blogs, wikis and other communication methods, and develop their networking skills. They’ll work to a brief developed by Tracey and others in the network - and on the second day present back a working demonstration.

Although the main focus of the project is climate change, the tools and networking processes could be applied anywhere that communities seek to collaborate on projects for social benefit.

That’s why Tracey hopes Channel 4 might be interested in sharing ideas on how to do this effectively. In a series of interviews on 2gether08.com, Channel 4 executives have explained how they are moving beyond public service broadcasting to develop a range of interactive tools and programmes with partners.

The tools developed by Tracey and the team at 2gether08 will be used to build a network that will meet face-to-face at a conference in October. This will bring together the Low Carbon Community Network and the Transition Towns Network.

We’ll shortly have more details of how the team will organise at 2gether08. Meanwhile drop a comment here if you are interested, and pop over to meet up with Tracey and other on our networking site. You’ll find Tracey’s profile here.

Digital media has made a big impact on retailing - pulling sales from big High Street shops online. It can also work the other way - helping us find and support shops, restaurants and other outlets that we really value.
Lea Simpson and Rob Hinchcliffe are both working to help us do that.

Lea is developing Unchained, a guide to the very best independent shops - first in London, then in New York.
The aim is to level the playing field between the great independent shops and the big chains they struggle to compete with. Lea says:

I’m a huge advocate of applying business thinking to social problems. Independent shops are typically started and run by people who are passionate about what they sell. Being a world-class butcher or fashion buyer doesn’t make them incredible marketing strategists, IT gurus or brokers. When you take a step back and actually analyse the long list of tools, resources and job titles the big chains have that smaller businesses don’t, it’s no wonder they can’t compete. They’re really playing a different game altogether.

The Unchained package aims to replicates these benefits in an ethical -Unchained’ way.
Rob is community manager at Qype, where shoppers, eaters, drinkers can review their favourite places and discuss them with fellow enthusiasts. Here’s what Rob likes.
In this interview Lea and Rob explore their common interests about using digital media … but are rather reticent about the session they will be running at 2gether08. They promise it will give us all a micro-experience of what they are talking about. And it will be fun.Meanwhile you can pop over to our networking site and start chatting with with Lea and Rob.