China final
47
Friendraising and Mass Collaboration MARLOU VAN CAMPEN WWF Netherlands March 2010
description
Friendraising WWF-NL
Transcript of China final
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
