Friendraising and Mass CollaborationMARLOU VAN CAMPEN

WWF NetherlandsMarch 2010

Marlou van CampenOnline Marketing Manager WWF

12 Years experience in internetSociologist

WWF Netherlands910.000 Members in total

120.000 Children2200 Volunteers

Own experiences……

Press trip 10 years ago…

Insight 1 - Key challenge 2010-2013

- Everybody is a journalist, potential ambassador

- Declination of memberships

- WNF wants to be close, add transparency, be relevant

- Engage with people, strong role in Civil Society- 1 million paid-members - 125.000 non-paid members (friends)

Insight 2 – Relevance, Closeness & Trust

Coming up to a community

Visible super goal

Insight 3 – Engagement with WWF Netherlands

Tabel: WWF Netherlands-supporters: who wants to be more engaged? (N=1196); Source Friendraising research

Insight 4 - What sort of engagement do people want?

Table how do you want to be engaged with WWF (N=3749), source: Friendraising onderzoek

Insight 5 – Social Media strategy online campaigning

Branding

Friending

Activate, engage: friending: members, friends

Be effective

Targetted friend- en fundraisen

Objectives

Listen

Internal organisation

Inform

Join

Facilitate ambassadors

Social Media Pointers (Forrester/Groundswell)

Insight 6 - Online Friendraising through social media

Starting point -> customers needs, passions, interests

1. wnf.nl (own website, central point)

2. Zoom (Dutch photographers community)

3. Hyves (Dutch social community)

4. Twitter (social community around microblogging)

5. Waarbenjij (Dutch travelers community)

1) wnf.nl (own website, central point)

2. Friendraising: example Zoom

2) Zoom (Dutch photographers community)

0 members0 pictures

150 members925 pictures

2 dec 2009 24 march 2010

3) Hyves (Dutch Social community)

0 members

13,506 members

Marchc 2006 24 march 2010

v

4) Twitter (social community around microblogging)

v

1,343 followers84 listed

0 followers0 listed

dec 2009 24 march 2010

5) Waarbenjij (Dutch travelers community)

No data yet

1.Listen

Listen - What do people say about WWF?

November 2009

25

December 2009

Listen

Listen with Online Customer Intelligence

Source: Hyves, Fok, Twitter, and othersSource: Trouw, DePers, Nu.nl, and others

Press User generated content

Listen

Sentiment Ontwikkeling

..’Het is positief dat Aprosjoa wel verder wil praten als er

sprake is van nieuwe condities..’‘…Industrie, sojaboeren en milieuorganisaties zijn het, na vijf jaar overleg, eens geworden over criteria voor duurzame soja…’

‘…Dat heb je als je deelneemt aan dit type discussies. Het

perfecte is vaak de vijand van het goede. We kunnen in dit

soort onderhandelingen niet beginnen met een pleidooi voor

organische soja. Dat getuigt niet van realisme, denk ik.

Daarmee plaats je je buiten de discussie. GMO-soja is

bovendien in de productielanden niet illegaal en mag ook

gewoon worden ingevoerd…’‘…Het behoud van biodiversiteit door oerwouden te sparen

is voor ons bijvoorbeeld heel belangrijk, dat kunnen we niet uit handen geven…’

Gezondheid

Natuur & Milieu

2. Inform

Social media versus non-social media

Webcare - Inform people personal online

3. Join

Join: Different ways to engage

40256002 Werving vrijwilligers adv 55x125.pdf

Engagement Rangers (March 5)

Engagement Rangers (March 10)

Engagement Rangers (March 18)

Engagement Rangers (March 25)

4. Facilitate ambassadors

Look for ambassadors, super promotors, heavy fans

5. Internal Organisation

Internal organisation

- Spokesman line: how to behave online

- Social media team

- Community managers (volunteers + WWF-staff)

- Twitter team

- Customer Operations: webcare

Internal organisation

Internal Organisation

Listen Inform JoinFacilitate

Ambassadors

Three-year plan kanaal/fase Traffic Conversie Relatie Verdieping Kosten #friends online branded Hyve* 10.000 25.000 wnf-Hyvers 5.000 5.000 waarbenjij.nu 5.000 500 zoom.nl - 500 search 5.000 20.000 linkbuilding 2.000 4.000 wnf.nl overall 5.000 10.000 FR-producten** 5.000 4.000 BT 5.000 trouw/nu.nl 500 e-mail 10.000 10.000 onderzoek 5.000 offline CO - 5.000 receptie 500 superpromotorevents 2.000 100 jongeren raad van bestuur 100 studieprojecten 50 free publicity Metro/Spits 0 totaal 95.250 *inclusief gerichte online advertising ** reviews, relevant nieuws, resultatennieuws, polls, vrijwilligersactiviteiten

WNF.nl results overall

Goals

E-commerce

Traffic

Lessons learned

Listen

Internal organisation

Inform

Join

Facilitate ambassadors

Think about what your member wants

E-mail works. Gather e-mailadresses Make content transportable

Meet members in real life.Go to virtual places where your friends are

The team is bigger than WWF. In peers we trust

Just start. Bottom-up and top-down

Marlou van Campenmcampen@wwf.nl

http://nl.linkedin.com/in/marlouvancampen

Questions?