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HwM vm eC a d             o oe brr t a                     ee            M vm nTaRid              oe ethta e              ...
Kory Klem       Digital Strategist@koryklem / #movember
CHANGING THEFACE OF MEN’S   HEALTH
200330 Mo BrosNo money raised
2004 450 Mo Bros & Mo Sistas$54,000 AUD raised (PCFA)
20059315 Registered$1.2M AUD raised
2011855K Mo Bros & Mo Sistas     $120M raised
KEY SUCCESS      FACTORS• Vocal, dedicated and influential group• Meaningful and relevant message• Good mix of in-person a...
THE EXTROVERTSAverage # of Facebook     Average # of Facebook  Friends (Globally)      Friends Mo Bros/SistasAverage # of ...
2413Conversations
2413Conversations   x 855KParticipants
1.9 BILLIONConversations about Movember      and Men’s Health
AWARENESS > FUNDS
YOURPARTICIPANTS  ARE YOURAMBASSADORS
CAUSE ON OUR UPPER LIP
USE TOOLS AND  PARTNERS TOAMPLIFY WORD OF     MOUTH
MO SPACE
TEAMS & NETWORKS
GAMEFICATION & SOCIAL
2011 APPSiOS       Android
FUNCTIONALITYDONATIONS (PERSONAL,   TEAM & GLOBAL)      MO Space   Mo Fun
FACEBOOK$15,000,000                     $ Raised                                              •219K Facebook Fans$11,250,0...
Fan & Registration Gates                Recruit-a-Mo                           Adopt-a-Mo
•196K Mo Bros on Twitter•79.9M Impressions
YOUTUBE•308K VIEWS•437 MOSCARS ENTRIES
PARTNERS
MAKE IT FUN
SAY THANK YOU
EVERYONE IS SIGNIFICANT
THANK YOU!QUESTIONS?        @koryklem        #movember
Fr o g ai a o            om r r t es n                ee d             w rom u ,it              o f ot vi               d ...
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days

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PRESENTED BY: Kory Klem, Digital Strategist for Movember
RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days

  1. 1. HwM vm eC a d o oe brr t a ee M vm nTaRid oe ethta e s Oe$0 Ml no vr10 i f l r i o M n Hahn 0 as e’ el i3 Dy s t M ri a! o ds ee Kr oyw r foto o o u .g dm hr Km le
  2. 2. Kory Klem Digital Strategist@koryklem / #movember
  3. 3. CHANGING THEFACE OF MEN’S HEALTH
  4. 4. 200330 Mo BrosNo money raised
  5. 5. 2004 450 Mo Bros & Mo Sistas$54,000 AUD raised (PCFA)
  6. 6. 20059315 Registered$1.2M AUD raised
  7. 7. 2011855K Mo Bros & Mo Sistas $120M raised
  8. 8. KEY SUCCESS FACTORS• Vocal, dedicated and influential group• Meaningful and relevant message• Good mix of in-person and online• Brotherhood• Mo Sistas• Extroverts
  9. 9. THE EXTROVERTSAverage # of Facebook Average # of Facebook Friends (Globally) Friends Mo Bros/SistasAverage # of Followers Average # of Followers on on Twitter (Globally) Twitter Mo Bros/Sistas
  10. 10. 2413Conversations
  11. 11. 2413Conversations x 855KParticipants
  12. 12. 1.9 BILLIONConversations about Movember and Men’s Health
  13. 13. AWARENESS > FUNDS
  14. 14. YOURPARTICIPANTS ARE YOURAMBASSADORS
  15. 15. CAUSE ON OUR UPPER LIP
  16. 16. USE TOOLS AND PARTNERS TOAMPLIFY WORD OF MOUTH
  17. 17. MO SPACE
  18. 18. TEAMS & NETWORKS
  19. 19. GAMEFICATION & SOCIAL
  20. 20. 2011 APPSiOS Android
  21. 21. FUNCTIONALITYDONATIONS (PERSONAL, TEAM & GLOBAL) MO Space Mo Fun
  22. 22. FACEBOOK$15,000,000 $ Raised •219K Facebook Fans$11,250,000 •486M Impressions $7,500,000 •$14M RAISED (13%) •7.7M VISITORS (29%) $3,750,000 •7.5% (577K) DONATED $0 2008 2009 2010 2011 •AVERAGE DONATION: $24
  23. 23. Fan & Registration Gates Recruit-a-Mo Adopt-a-Mo
  24. 24. •196K Mo Bros on Twitter•79.9M Impressions
  25. 25. YOUTUBE•308K VIEWS•437 MOSCARS ENTRIES
  26. 26. PARTNERS
  27. 27. MAKE IT FUN
  28. 28. SAY THANK YOU
  29. 29. EVERYONE IS SIGNIFICANT
  30. 30. THANK YOU!QUESTIONS? @koryklem #movember
  31. 31. Fr o g ai a o om r r t es n ee d w rom u ,it o f ot vi d h s w w o o oto w . r f u .g w d m hr M ri a! o ds eew r foto o o u .g dm hr

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