Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #1 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Web 2.0 & Social Networks: “Are We There Yet?”
Case Study » (Lil) Green Patch
Jonathon D. ColmanAssociate Director, Digital MarketingThe Nature [email protected]/343.4345 x368
All plant characters and illustrations © (Lil) Green Patch
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #2 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
1. The Market
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #3 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
About Facebook.com
» 6th most-visited site on the Web [COMSCORE]
» Over 80 million registered users, over 250k+ daily growth [FACEBOOK]
• Over 50% of users are out of college [FACEBOOK]
• Fastest-growing demographic: users 25+ years of age [FACEBOOK]
• Over 24,000 third-party applications built on open platform [FACEBOOK]
» 35MM+ unique visitors/month, 37% from U.S. [COMPETE, ALEXA]
» 65% of visitors are “addicts” returning daily [QUANTCAST]
» Visitors are more female, more affluent than Internet avg. [QUANTCAST]
» Referred 14,384 visitors to nature.org for FY2008
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #4 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
I support natureand people!
2. The ApplicationAll plant characters and illustrations © (Lil) Green Patch
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #5 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
About (Lil) Green Patch
» Created in January 2008 after Facebook opened its platform to
external application developers
» One of a very few initial applications focusing on either the
environment or social change
» Value proposal is that users can “fight global warming… together
we can make a difference!”
» Communications to users and initial landing page are structured
for strong, viral growth
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #6 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #7 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #8 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #9 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #10 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #11 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
3. The Cause
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #12 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Causes on Facebook
» Third-party application developed on Facebook’s open platform by
Project Agape, launched in May 2007
» Allows American and Canadian 501(c)(3)s and political campaigns
to recruit supporters and fundraise directly on Facebook
» Raised $2.5MM for 20,000 charities in first year of operation
» Online donations conducted securely through Network For Good
» 8.34MM total installs, 83K daily active users (1%)
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #13 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #14 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #15 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
The Results
» (Lil) Green Patch’s support for the Conservancy’s Adopt an Acre
program allows us to preserve over 29MM square feet of rainforest in Costa Rica
» Since February 2008, (Lil) Green Patch has donated over $33,000 to the Conservancy’s Cause on Facebook
» (Lil) Green Patch’s promotion of the Conservancy’s Cause has
helped us in recruiting over 20,000 new Cause members
» The Wall Street Journal profiled The Nature Conservancy and (Lil)
Green Patch as a way for new donors to get involved with charities
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #16 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
4. What Can You Do?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #17 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Facebook Social Cause Marketing 101
» Search for your brand, trademarks, CEO and/or celebrities
» Join or add groups, Causes, applications, or other venues where you
might already be mentioned
» No Cause? No problem — start one now! Also build a Fan Page.
» Reach out to people mentioning your organization and issues;
recruit them for your Cause and Page
» Solicit support and CRM agreements from popular applications
» Remember: encourage community growth first, fundraising second
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #18 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?”
Jonathon D. ColmanAssociate Director, Digital MarketingThe Nature [email protected]/343.4345 x368
Follow me on Twitter!twitter.com/jcolman/
All plant characters and illustrations © (Lil) Green Patch
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