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Building Buzz and Marketing by Mob with Digg.com                          Thursday, May 31, 2007




                                                           Building Buzz and

                                                           Marketing by Mob
                                     flickr: ricko




                                                           with

                                                           Digg.com
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman              Slide #1 of 10
Building Buzz and Marketing by Mob with Digg.com                                        Thursday, May 31, 2007




Objective #1: Bring Eyeballs to our Website




flickr: ricko                                                           flickr: ricko




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman                            Slide #2 of 10
Building Buzz and Marketing by Mob with Digg.com                                                     Thursday, May 31, 2007




Objective #2: Get People Talking About Us




                                                               flickr: bucciboo   flickr: bucciboo




flickr: bucciboo




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman                                         Slide #3 of 10
Building Buzz and Marketing by Mob with Digg.com                                       Thursday, May 31, 2007




Anatomy of a Digg: Breaking News
                                                                        This Just In:
                                                                        A two-year effort by TNC
                                                                        and its partners leads to a
                                                                        public-private partnership
                                                                        that raises $120 million for
                                                                        the Great Bear Rainforest
                                                                        in Canada

                                                                        • More than 5 million
                                                                          acres of rainforest
                                                                          saved from logging!



web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman                           Slide #4 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Anatomy of a Digg: Posting Your News




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman            Slide #5 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Anatomy of a Digg: Headline & Content




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman            Slide #6 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Anatomy of a Digg: Choose Your Category




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman            Slide #7 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Anatomy of a Digg: Verify & Submit




web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman            Slide #8 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Real-Life Results from this Digg post



Eyeballs (on our web site):
 • 836 total “diggs”, 56 comments
   • 2,127 visitors to nature.org from Digg in one hour (4k+ in four days)
   • 6,234 views of landing page in one day (19k+ in four days)
   • 2, 238 actions taken in one day (conversion rate of 35.8%)
   • 23 new blog posts linking back to our landing page in 24 hours; 5
     slot jump in Google; two listings in the first page of results.

web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman           Slide #9 of 10
Building Buzz and Marketing by Mob with Digg.com                        Thursday, May 31, 2007




Real-Life Results from this Digg post, cont.



People Talking (on digg.com):
 • “Three cheers for The Nature Conservancy!”

   • “Good to know that my monthly donation helped them accomplish
     this.”

   • “This is one of the most breathtaking places I have ever seen. The
     photos are amazing, and the craziest thing is that 20 minutes ago I
     never knew it existed. Amazing job by the Conservancy.”

web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman           Slide #10 of 10

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Building Buzz and Marketing by Mob with Digg.com

  • 1. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Building Buzz and Marketing by Mob flickr: ricko with Digg.com web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #1 of 10
  • 2. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Objective #1: Bring Eyeballs to our Website flickr: ricko flickr: ricko web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #2 of 10
  • 3. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Objective #2: Get People Talking About Us flickr: bucciboo flickr: bucciboo flickr: bucciboo web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #3 of 10
  • 4. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Breaking News This Just In: A two-year effort by TNC and its partners leads to a public-private partnership that raises $120 million for the Great Bear Rainforest in Canada • More than 5 million acres of rainforest saved from logging! web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #4 of 10
  • 5. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Posting Your News web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #5 of 10
  • 6. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Headline & Content web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #6 of 10
  • 7. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Choose Your Category web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #7 of 10
  • 8. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Verify & Submit web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #8 of 10
  • 9. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Real-Life Results from this Digg post Eyeballs (on our web site): • 836 total “diggs”, 56 comments • 2,127 visitors to nature.org from Digg in one hour (4k+ in four days) • 6,234 views of landing page in one day (19k+ in four days) • 2, 238 actions taken in one day (conversion rate of 35.8%) • 23 new blog posts linking back to our landing page in 24 hours; 5 slot jump in Google; two listings in the first page of results. web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #9 of 10
  • 10. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Real-Life Results from this Digg post, cont. People Talking (on digg.com): • “Three cheers for The Nature Conservancy!” • “Good to know that my monthly donation helped them accomplish this.” • “This is one of the most breathtaking places I have ever seen. The photos are amazing, and the craziest thing is that 20 minutes ago I never knew it existed. Amazing job by the Conservancy.” web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #10 of 10