ifc 2010 workshop david and goliath

David & Goliath – How agility online can help you raise more!Philip King Jason Potts

thinkcs.org jason@thinkcs.org #leneva

• Geek-free workshop

Please ask if it doesn’t make sense!

But only in Vulcan

1. How long would it take you to watch all the videos on

?

a. 6 weeks

b. 23 years

c. 600 years

c. 600 years

• 300,000 million accounts

• 200,000 videos uploaded per day

• 35%: United States 7%: United Kingdom 4%: Philippines 3%: Australia, Brazil, Canada, France, Germany, Mexico, Spain, Turkey

Source:

2. For what percentage of people around the World is digital now there primary form of media consumption?a. 5%

b. 61%

c. 82%

www.discovereddigitallife.com

b. 61%

3. What’s the most friendly country in the World, as far as Social Networking is concerned at least?a. US

b. Sweden

c. Malaysia

• Malaysia: 233

• Brazil: 231

• Norway: 216

• Turkey: 189

• Argentina: 184

• Israel: 184

• US: 178

• UK: 164

• Italy: 159

• Australia: 143

• HK: 119

• Holland: 115

c. Malaysia

www.discovereddigtiallife.com

www.discovereddigtiallife.com

4. How many people around the World are on Skype at any given moment?

a. 600,000

b. 2 million

c. 23 million

By end of 2009 there were 4.6 billion mobile subscribers

MMA Research 2010 found that in many countries SMS was the second most popular way to donate to Haiti appeal (web was most popular!)

At peak times 23 million users online

6.4 billion minutes of calls in Q1 2010

c. Malaysia

b. 23 million

5. Which of the following didn’t exist just 5 years ago?

a. US

b. Sweden

c. Malaysi

CA

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FL

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• Landing page B increased conversion rate from 3.07% to 8.77%

– Cost per conversion fell from £6.25 to £3.07.

• The overall conversion rate increased from 0.26% to 2.46%

– Cost per conversion fell from £69.71 to £8.65

A

B

Fleet of foot = more cash

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Source: blogpulse.com, total blogosphere = 148 million Universal McCann 2009

STEP 1: Sizing the potential

Organisation X = 300,000 readers p.a.

Nature = 2,000 posts per month = 2 million readers p.a.

Climate change = 1,000 posts per month = 1 million readers p.a.

STEP 2: Finding the Super-bloggers (INTERNAL)

• Sent to 10,000• 1,150 responses• 212 bloggers• 56 super-bloggers (i.e. audience of 20,000+)• 5 now on Digital Advisory Board, founder

TweetDeck, leading online expert grass-roots Community

STEP 3: Finding the Super-bloggers (EXTERNAL)

• Blogpulse – 1,050 posts past 2 months• Checking blogs manually• Identifying 103 super-bloggers with an

audience of over 40,000

STEP 4: Scale opportunity

Internal

super-bloggers

External

super-bloggers

BlogosphereCampaign

Landing

Page

STEP 5: Engaging and letting them work for you ...

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(CA

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SIM

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(ST

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AG

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http://www.mollysfund.org.uk/campaign/balloons/

CA

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@ajleon@melissaleon

http://bit.ly/2FaN8s

QU

ES

TIO

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1. AGILE DECISION MAKING

2. EMPOWERING (SUPPORTERS)

3. SIMPLICITY (CAUSE)

4. SIMPLICITY (STRUCTURE)

5. AGILE TECHNOLOGY

6. EMPOWERING (BENEFICIARIES)

SUMMARY

1. AGILE DECISION MAKING

2. EMPOWERING (SUPPORTERS)

3. SIMPLICITY

4. AGILE TECHNOLOGY

5. EMPOWERING (BENEFICIARIES)THANK

YOUthinkcs.org jason@thinkcs.org #leneva

AP

PE

ND

IX

Sources and further readingOnline global stuff of interest:• www.discovereddigitallife.com

• http://philanthropy.com/article/11-Billion-Donated-for-Haiti/65479/

• http://mmaglobal.com/news/text-messaging-provides-us-consumers-convenient-secure-immediate-way-help-haitian-earthquake-vi

• http://www.businessweek.com/news/2010-01-15/haiti-fundraising-speeds-up-with-twitter-facebook-update1-.html

• http://mashable.com/2010/01/17/haiti-20-million/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28Mashable%29

Websites:• Charity Water: charitywater.org

• Show your bum: http://www.facebook.com/group.php?gid=2537011240

• Molly’s Fund: http://www.mollysfund.org.uk/campaign/balloons/

• Twitterkids: http://bit.ly/2FaN8s

Super-blogger research tools

• Addictamatic.com (general buzz)

• Technigy.com (brand buzz)

• Blogpulse.com (super-blogger drill down)

• Google.com/trends (super-blogger trends)

• Alexa.com (super-blogs reach)

• Digg.com (blogger popularity)

• Surveymonkey.com (internal research, web and email)