1. David & Goliath – How agility online can
help you raise more!
Philip King Jason Potts
thinkcs.org jason@thinkcs.org #leneva

2. • Geek-free workshop
Please ask if it doesn’t
make sense!
But only in Vulcan 

5. 1. How long would it take you
to watch all the videos on
?
a. 6 weeks
b. 23 years
c. 600 years

6. c. 600 years
• 300,000 million accounts
• 200,000 videos uploaded per day
• 35%: United States
7%: United Kingdom
4%: Philippines
3%: Australia, Brazil, Canada,
France, Germany, Mexico,
Spain, Turkey
Source:

7. 2. For what percentage of
people around the World is
digital now there primary
form of media consumption?
a. 5%
b. 61%
c. 82%

8. b. 61%
www.discovereddigitallife.com

9. 3. What’s the most friendly
country in the World, as far as
Social Networking is
concerned at least?
a. US
b. Sweden
c. Malaysia

10. c. Malaysia
• Malaysia: 233 • US: 178
• Brazil: 231 • UK: 164
• Norway: 216 • Italy: 159
• Turkey: 189 • Australia: 143
• Argentina: 184 • HK: 119
• Israel: 184 • Holland: 115
www.discovereddigtiallife.com

11. www.discovereddigtiallife.com

12. 4. How many people around the
World are on Skype at any
given moment?
a. 600,000
b. 2 million
c. 23 million

13. c. Malaysia
b. 23 million
 By end of 2009 there were 4.6 billion mobile subscribers
 MMA Research 2010 found that in many countries SMS was
the second most popular way to donate to Haiti appeal
(web was most popular!)
 At peak times 23 million users online
 6.4 billion minutes of calls in Q1 2010

14. 5. Which of the following didn’t
exist just 5 years ago?
a. US
b. Sweden
c. Malaysi

15. CASE STUDIES

16. CASE STUDIES
FLEET OF FOOT

19. Fleet of foot = more cash
A
• Landing page B increased
conversion rate from 3.07% to
8.77%
– Cost per conversion fell
from £6.25 to £3.07.
• The overall conversion rate
B
increased from 0.26% to 2.46%
– Cost per conversion fell
from £69.71 to £8.65

20. CASE STUDIES
EMPOWERING
(SUPPORTERS)

22. STEP 1: Sizing the potential
Organisation X =
300,000
readers p.a.
Nature = 2,000 posts
per month = 2 million
readers p.a.
Climate change = 1,000
posts per month = 1
million readers p.a.
Source: blogpulse.com, total blogosphere = 148 million Universal McCann 2009

23. STEP 2: Finding the Super-bloggers
(INTERNAL)
• Sent to 10,000
• 1,150 responses
• 212 bloggers
• 56 super-bloggers (i.e. audience of 20,000+)
• 5 now on Digital Advisory Board, founder
TweetDeck, leading online expert grass-roots Community

24. STEP 3: Finding the Super-bloggers
(EXTERNAL)
• Blogpulse – 1,050 posts past 2 months
• Checking blogs manually
• Identifying 103 super-bloggers with an
audience of over 40,000

25. STEP 4: Scale opportunity
Internal
super-bloggers
Blogosphere
Campaign
Landing
Page
External
super-bloggers

26. STEP 5: Engaging and letting them
work for you ...

27. CASE STUDIES
SIMPLICITY
(CAUSE)

32. CASE STUDIES
SIMPLICITY
(STRUCTURE)

35. CASE STUDIES
AGILE TECH

36. http://www.mollysfund.org.uk/campaign/balloons/

39. CASE STUDIES
EMPOWERING

40. @ajleon
@melissaleon

42. http://bit.ly/2FaN8s

43. QUESTIONS

44. 1. AGILE DECISION MAKING
2. EMPOWERING (SUPPORTERS)
3. SIMPLICITY (CAUSE)
4. SIMPLICITY (STRUCTURE)
5. AGILE TECHNOLOGY
6. EMPOWERING (BENEFICIARIES)
SUMMARY

47. THANK
1. AGILE DECISION MAKING
2. EMPOWERING (SUPPORTERS)
3. SIMPLICITY
4. AGILE TECHNOLOGY
5. EMPOWERING (BENEFICIARIES)
YOU
thinkcs.org jason@thinkcs.org #leneva

48. APPENDIX

49. Sources and further reading
Online global stuff of interest:
• www.discovereddigitallife.com
• http://philanthropy.com/article/11-Billion-Donated-for-Haiti/65479/
• http://mmaglobal.com/news/text-messaging-provides-us-consumers-convenient-secure-
immediate-way-help-haitian-earthquake-vi
• http://www.businessweek.com/news/2010-01-15/haiti-fundraising-speeds-up-with-twitter-
facebook-update1-.html
• http://mashable.com/2010/01/17/haiti-20-
million/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%
28Mashable%29
Websites:
• Charity Water: charitywater.org
• Show your bum: http://www.facebook.com/group.php?gid=2537011240
• Molly’s Fund: http://www.mollysfund.org.uk/campaign/balloons/
• Twitterkids: http://bit.ly/2FaN8s

50. Super-blogger research tools
• Addictamatic.com (general buzz)
• Technigy.com (brand buzz)
• Blogpulse.com
(super-blogger drill down)
• Google.com/trends
(super-blogger trends)
• Alexa.com (super-blogs reach)
• Digg.com (blogger popularity)
• Surveymonkey.com (internal research, web and email)