New Media Strategy Afrf 2009
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http://newmediamasterclass.blogspot.com/2008/10/spot-off.html (C) Marcelo Iniarra
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New Media Strategy Afrf 2009
- 1. New Media Fundraising strategy : from basics to the global trends Marcelo Iñarra Iraegui marcelo@marceloiniarra Text +31 611 187 533 Twitter @marceloiniarra Pareto Fundraising Sydney – Australia August 24th - 2009
- 3. What’s in the agenda for today 90 minutes ? • Rules for this session • 2009 in New Media Fundraising Jungle • 7 elastics rules for new media fundraising • Digital Innovation Challenges
- 4. “Rules” for this session • Some basic spanish: Por favor, de nuevo!! Muy Bueno!
- 6. Please, chose style of presentation : • Politically Correct presentation • Politically Incorrect presentation
- 8. Wake up Quiz 1. Which of those countries has the highest mobile penetrations? a. Sweden b. Australia Text the answer to : 0410 702 982 c. Germany Answer in the message a , b, c,d,e d.UK and your name. e. Italy
- 10. Wake up Quiz 1. Which of those countries has the highest mobile penetrations? a. Sweden 112 % (10 M) b. Australia 99.4 % (21 M) c. Germany 114 % (93 M) d. UK 123 % (75M) e. Italy 149 % (88M)
- 11. Wake up Quiz • Wich region of world has more internet users ? • A. North America • B. Asia • C. Europe
- 14. ¿What’s does new media in 2009 mean ?
- 15. Source : Idea difussion curve. Crossing the chasm. Geoff Moore
- 16. “The 7 Elastic Rules of New Media Mobilization” Revised 2009
- 17. 1. Change your organizational culture, or how to make bytes an integral part of your existence
- 18. • Amazon
- 21. Know who is violating our constitution. NO to the import of nuclear waste from Australia
- 23. Logo or URL?
- 26. 2. Develop a strong new media constituency
- 30. 1996 ( web site from 2000)
- 35. Social Trysumers “Experienced consumers are trying new appliances, new services, new flavors, new authors, new destinations …… and new social experiences” Marcelo Iniarra & Alfredo Botti adapted from www.trendwatching.com
- 37. Social Trysumers (First, try for free and then donate) Cultivation through actions Financial supporter FR ASK (online, mobile and “Cyber-Mobile TMK) activist program* Traditional FR cycle Social Trysumers
- 40. En Bariloche, Neuquén En Capital Federal En Rosario, Santa Fé Forest Law in En Córdoba En Capital Federal y en Calayate Argentina En Capital Federal En Capital Federal En Santiago del Estero En Paraná, Entre Ríos Source: Alfredo Botti. Greenpeace Argentina En Rosario, Santa Fé
- 41. BOCA Juniors Greatest Team in the World CQC http://www.youtube.com/watch?v=ykt- dhHHjaE Actions
- 42. 1,5 millon votes/registrations in favor of the forest law in just 65 days and y 28 K monthly donors in less than 8 months.
- 43. Obama is not alone * Ringtones from UNHCR in Spain
- 44. Obama is not alone * Ringtones from UNHCR in Spain • Over 50 K downloads • Over 110.000 euros raised • But the most relevant aspect was the first telemarketing test 8.7 % conversion rate Thanks Francesco Sciacca / UNHCR Spain
- 45. If the pyramid changes, should Fundraising change?
- 57. 3. Use the website as a response channel.
- 58. Responders evolution 1990’s Phone-Fax-Post-Responders Online responders
- 59. Responders today Online & Mobile Phone-Fax- Post Responders responders
- 60. 4. Integrate online and offline media and vice versa.
- 61. Offline Online Adwords Radio add Banners in UNHCRs Sites Contact Center Landing page DRTV Paid banners Print add Probono banners PR and non traditional publicity
- 62. Why should we integrate media? • Synergy • Increase results • Increase awareness • Reduce cost
- 64. Donor relationships online: Efficient, fast and cheap!!
- 65. Some fresh ideas
- 66. A live weekly TV show from your offices or projects
- 69. 6. Communicate from our website the opportunity to "live" the experience of being part of our organization
- 71. information Age Ideas
- 72. New media driven by experiences
- 73. Global Campaign trends Me …! • “New campaigning” • “Traditional” campaigning • I do ! • They Do !!
- 74. Global Campaign trends Recognition...! • “Traditional” campaigning • “New campaigning” • Low level of recognition • Medium to High level of recognition
- 75. Global Campaign trends Timing...! • “Traditional” campaigning • “New campaigning” • Off line media pace ! • Instant campaign !
- 76. Global Campaign trends Be Positive, Pleasurable Attitude .. • “Traditional” campaigning • “New campaigning” • Guilty • Smile campaigning …
- 77. Global Campaign trends Being Part of Something Bigger... • “New campaigning” • “Traditional” campaigning • Global collective unconscious – • Think global , act local ! “Think Global , act global”
- 78. 5 global supporters needs Me ..!! + Positive approach Be part of Real time action something bigger “Instant “global solidarity campaigning” High Recognition
- 85. 7. Test, just like they tested in the "Wild West"
- 87. n.A sublime feeling of creative contention achieved through innovation.
- 88. Innophoria is an on line game that aims to help social organizations all over the world become more innovative. It's a co‐creation involving the most creative minds in the sector…Your mind!
- 89. Would you like to become part of the Innophoric movement?
- 91. Show me the money ….for innovation % of sales spent in R&D • Microsoft 13.9 % (7.121 millions) • Google 12.7 % (2110 millons) • Apple 3.3 (782 millions ) • Amazon 5.5 (818 millions) • Boeing 5.8 (3850 millions) Source : BCG-value Science, Bloomberg Financial markets, compustats, reuters, standars & poor’s research insight 2008
- 92. 2009 New Media Map • 1. Social Trysumers • 2. Donors 2.0 • 3. Innovation SEM • 4. Mobile Mobilization
- 93. 2. Fundraising 2.0 “Do it yourself”
- 94. Supporters 2.0
- 99. Source: Jason Potts - Think
- 100. Google Map to Visualize Online Giving Pages Source: Jason Potts - Think
- 101. Source: Jason Potts - Think
- 102. 3. Search Engine Marketing & Smart ads
- 103. “All of those searches, and all those searchers, have translated into major business opportunity, in fact, the fastest growing business in the history of media” John Battelle ,The Search .“How Google and Its Rivals Rewrote the rules of Business and Transformed our Culture” 2005
- 104. Active Web TV Model Summary Sponsoring Keywords + Sponsored link ad (Direct Response Creativity‐Link to…* ) + * Web TV Spot Fundraising ad hoc Landing page + Telemarketing Form
- 105. Active Model . Ayuda en Accion . Sponsoring Keyword Sponsored link ad (Direct Response Creativity)
- 106. Active Model . Ayuda en Accion . Telemarketing form
- 107. Non Financial Model in action in general figures Azione Donna Cultivation through action ( Monthly) “ Io Sono Cyber- Traditional FR Cycle attivist@” * Female prospects * All figures are estimated according a mix of markets of references with mature on line FR programs.
- 108. Active Model Summary Sponsoring Keywords + Sponsored link ad (Direct Response Creativity‐Link to…* ) + * Fundraising ad hoc Landing page + Telemarketing Form
- 109. Active Web TV Model Sponsoring Keyword Sponsored link ad (Direct Response Creativity)
- 110. Active Web TV Model It’s new way of SEM & FR. Incorporating the attributes of the Direct Response Television to this technique. Call to action goes to the Telemarketing form in the same page of the web tv spot.
- 111. Active Web TV Model ( Celebrities approaches) On line form Telemarketing form
- 112. Active Web TV Model Summary Sponsoring Keywords + Sponsored link ad (Direct Response Creativity‐Link to…* ) + * Web TV Spot Fundraising ad hoc Landing page + Telemarketing Form
- 114. Smart ads and not so smart …
- 117. Source: IFC Masterclass M. Iniarra & Mike Walton 2008
- 118. Mobile Mobilization
- 119. 1,596,270,108 Global Internet Users April 2009 . www.internetworldstats.com
- 121. 2.603.729.892
- 122. Today is the day to reveal the truth..
- 123. And the origin of my obsession about mobile phones ….
- 126. I dream to find a medium a) portable, b) personal, c) instantaneous and interactive, d) massive and e) easy to use . Lastly, it had to be a medium through which we could collect donations.
- 128. Massive ? According to statistics from the market database Wireless Intelligence, it took about 20 years for the first billion mobile phones to sell worldwide. The second billion sold in four years, and the third billion sold in two. Eighty percent of the world’s population now lives within range of a cellular network, which is double the level in 2000.
- 129. What do you carry ?
- 130. What do people carry? Three more important things that people carry out across cultures, gender and contexts
- 131. What do people carry? Keys, money and mobile phones. Source. Jan Chipchase is one of a team of researchers and anthropologists working at Nokia Ted.com 2007
- 132. Why Mobile phones …? Transcend space …
- 134. My perfect Direct Marketing Media Portable, personal, instantaneous and interactive, massive and easy to use .
- 136. Mobile Expectations Source :Katrin Verclas 2008. Greenpeace Mobile conference.
- 137. Mobile expectations and time Source :Katrin Verclas 2008. Greenpeace Mobile conference.
- 138. Not…. ….Yet !
- 139. Amnesty Norway
- 141. Save the planet with your mobile Connect2climate is an Indian initiative that aims to raise awareness about climate change and issues affecting our planet with a series of educational games that can be downloaded to cell phones. These games include “DeCarbonator” and “Mission Lighting”. The games were launched in India on the 5th of June this year, World Environment Day.
- 146. Home work 1 Innovation Challenge • Challenge 1 Develop a new media strategy combining mobile mobilization (SMS or mobile content aspects like ringtones) & SEM for www.acne.org with the objective to get 800 new financial supporters in three months.
- 148. Home work 1 Innovation Challenge • Challenge 2 Development an integrated new media upgrade strategy establishing a new social network of current supporters of the Garlic Seed Foundation www.garlicseedfoundation.info ) . This foundation has 150 K supporters and the want to set up a community of 1500 active members in the social network increasing their monthly donation by 50% )
- 150. Home work 1 Innovation Challenge • Challenge 3 You've got no budget but lots of good staff and volunteers. You need to launch a fundraising campaign to save orphan orangutans. We want you to involve a youth audience (8‐14) into the campaign. Put together an online plan that would help achieve this goal. The plan must include innovative use of social networking and on line gaming.
- 152. Home work 1 Innovation Challenge • Challenge 4 You want to raise funds for a women’s refuge. Madonna has offered their support. How would you go about raising funds online? A secondary objective is to raise awareness of the issue of domestic violence. The plan must make strong use of video delivery to mobile tv, web tv, digital tv.
- 153. Thank you !!! Marcelo Iniarra www.marceloiniarra.com marcelo@marceloiniarra.com SMS al +31 611 187 533 Twitter @marceloiniarra