Profiled - Cooltribe - The community and social network with a green conscience for the environment, health and social justice
An interview with Hessia Fernandes, Founder at Cooltribe
The Social Media Portal talks to Cooltribe about using social media to reach the business intelligence community and helping them share information and knowledge
Social Media Portal (SMP): What is your full job title and role at Cooltribe? Hessia Fernandes (HF): I am the founder of Cooltribe. My role is to ensure Cooltribe becomes a vital tool in helping people lead a low carbon lifestyle whilst offering them a platform for discussion.
SMP: Briefly, tell us what is Cooltribe, when did it launch and what does it do?HF: Cooltribe launched in April 2009, still in Beta stage Cooltribe is the UKs only GREEN social network, the site acts as a communication platform for users to interact about all things GREEN.
SMP: What made you start Cooltribe? HF: We noticed a gap in the market for an independent site dedicated to allowing members to exchange, dialogue and content about GREEN issues. We also believe that everyone should be doing their bit to save our environment and Cooltribe acts as a place where anyone can log on to and learn simple ways to GREEN their lives.
SMP: What was the most challenging part of building the service? HF: My background is not in technology; therefore my biggest challenge was putting my idea into practice and making sure that it worked from a technical perspective. Luckily I have a dedicated network of colleagues, friends and suppliers who have given Cooltribe a lot of support.
SMP: Who are your target audience and why? HF: Because we feel that the environment and green issues are things that everyone should care about, we have not restricted Cooltribe to a dedicated target audience. However, we will focus initially on the UK market.
SMP: How did you initially attract users to your social network, and how do you do it now? HF: At the launch, we had a number of press releases and leveraged our contacts in the press. Cooltribe has also launched a ?save the rainforest initiative? whereby for each member who joins Cooltribe and completes its profile, Cooltribe will plant 1 tree in the rainforests for FREE to the member and each member will receive a full certificate to prove that the tree planting has genuinely taken place showing GPS coordinates, type of tree planted and the amount of Co2 absorbed by the tree. This initiative has proved very popular.
SMP: How is Cooltribe going to reach out to partners (and not compete .g. Facebook, YouTube etc.,) as you describe in your press release? HF: Cooltribe does not want to compete with other social networks and even if we wanted to, we couldn?t as technically, they are far more advanced than us. We have in fact a presence on both Twitter and Facebook for example to reach out to ethical users and to spread the green message. Our only goal is to help people lead low carbon emission lifestyles and leveraging successful networks like Facebook is vital in achieving this goal.
SMP: What are the low moments of what you have been doing so far?HF: We have launched in a recession period so there is a lot of doom and gloom out there. Our lowest moment is not being able to implement our strategy as quickly as we would like to but didn?t one say that patience is a virtue.
SMP: What are the high moments of what you have been doing so far? HF: Learning that Cooltribe was the UKs fastest growing GREEN social network and being praised by large established network like Treehugger.
SMP: Now that you are established, what do you see as your biggest challenges and opportunities? HF: Being independent and online means that there are many opportunities. We are always thinking of ways to improve the network according to our users needs but our biggest challenge is of course funding to carry out specific activities.
SMP: What are the next moves for Cooltribe? HF: We are in the process of offering limited partnerships to companies who want to be part of Cooltribe and connect directly with consumers who care. For our partnership pack, contact us on partnership @ cooltribe.com
SMP: What?s the next big step for social media and networks? HF: Social media and networks are here to stay and will evolve to become more sophisticated. I strongly believe that there is a real place for niche social networks like Cooltribe and many more will emerge. Social media is now playing an important part in the communication strategy of many brands and undoubtedly brands need to enter the ?conversation? that is taking place online. I also believe that sites which heavily focus on advertising may deter users from using them and this is why Cooltribe has decided to only offer partnership opportunities at this stage.
SMP: What?s going to be the most interesting aspect regarding social media / technology throughout 2009? HF: There has been a lot of media discussion about how social media portals like Facebook may start to charge members to use the site, if this does happen it would be a catastrophy. I believe there are enough services that can be offered within these social networks to generate enough revenues but people have to have the choice as to whether they buy these paid for services or not.
SMP: What impact is the global recession having and what do you think the best way is to manage it for businesses such as yours? HF: The global recession can be seen as both an opportunity and a threat. For example people are more likely now to use the internet as a source of information rather than buy magazines, books and newspapers. From a product point of view, Cooltribe offers tips and ideas to lead greener lives many of which are totally FREE. The recession is also a threat to businesses as it limits the funding we might receive from investors, partners and sponsors, however being a user led site we believe we can still be successful if our users continue to promote and use the network.
SMP: How do you think social networking and social media can change Green issues? HF: The power of word of mouth (or mouse!) is very successful, viral campaigns etc can be very influential. If we can get more people talking about these issues then we hope that some will take this as a call to action. Social Media also acts as an excellent platform for organisations to promote their green initiatives in a non biased way.
SMP: How does this fit into plans at Cooltribe? HF: Cooltribe's aim is to make all our users aware of the importance of leading greener lives. Even if the only change they make is to switch to energy saving light bulbs, the impact of this can be great.
SMP: Best way to contact you? HF: Via email info @ cooltribe.com, on Twitter
@cooltribe, telephone +44 (0)845 19 30 195
Now questions for fun
SMP: What did you have for breakfast / lunch? HF: I had toasted bread with olive oil for breakfast.
SMP: What?s the last good thing that you did for someone? HF: I helped a boy in Kenya to go to German classes. I found him on the internet and his dream was to learn German. I immediately thought that I could make his dream come true and helped him financially enrol in the Goethe Institute in Nairobi. It felt so good and I have made a new friend now.
SMP: How many hours to you work a week?
HF: I work around 14 hours a day, 6 days a week. I love working so don?t want anyone to feel sorry for me. I rest on Sundays.
SMP: If you weren?t running Cooltribe what would you be doing? HF: Maybe I would get involved in politics; I think its important more people embrace politics.
SMP: When and where did you go on your last holiday? HF: Last holiday was last summer in France. We went hiking in Avoriaz, absolutely beautiful.
SMP: What?s the first thing you do when you get into the office of a morning? HF: I read the online newspapers, every morning without fail.
SMP: If you had a superpower what would it be and why? HF: To fly. I have wanted to fly since I was a child.
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