2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?

” 24 July 2008

Web 2.0 & Social Networks: “Are We There Yet?”

Case Study » (Lil) Green Patch

All plant characters and illustrations © (Lil) Green Patch

Jonathon D. Colman
Associate Director, Digital Marketing
The Nature Conservancy
jcolman@tnc.org
206/343.4345 x368

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #1 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

1. The Market
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #2 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

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 | jcolman@tnc.org Slide #3 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

I support nature
and people!

2. The Application
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org All plant characters and illustrations © (Lil)Slide
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2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

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 | jcolman@tnc.org Slide #5 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #6 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #7 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #8 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #9 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #10 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

3. The Cause
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #11 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

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 | jcolman@tnc.org Slide #12 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #13 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #14 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

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 | jcolman@tnc.org Slide #15 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

4. What Can You Do?

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #16 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

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 | jcolman@tnc.org Slide #17 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008

Follow me on Twitter!
twitter.com/jcolman/

Jonathon D. Colman
Associate Director, Digital Marketing
The Nature Conservancy
jcolman@tnc.org
206/343.4345 x368

Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org All plant characters and illustrations © (Lil) Green
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