to conversations’Jessica Hagythe keyBeing interesting is
Elevator PitchFor world changers wanting to helpPandas in the wild. Friends of Panda Mountain isan NGO that helps the pandas through habitatrestoration projects. Unlike other wildlifeorganizations, Friends of Panda Mountain worksdirectly with the villagers inWolong, China to restore the balancebetween humans and Pandas.
BrandCute, Warm, fuzzy, cuddly, helpless, humorousmakes you want to pick it up and hug it forever.personality
Awareness and Brand engagementBuild a caring and activelyengaging community.Most important KPI
Communication problemEnvironmental protection, habitat restoration & renewingthe balance between humans & nature is boring &Unsharable& people simply won’t shareitin popular culture. They’ll think ‘oh that’s nice, good forthem!’ then walk away.
People don’t share charities!?• It’s not exciting• There is no sizzle• Psychologically we don’t like spreading sad news• People only share outrage!• People share humor• People share Groundbreaking/new• People will only share interesting
StrategyEngaging with big brandsfor cross-marketingopportunities.
DRUGSGet a big-Pharma CSR partner to helpdevelop edu-program/social business for villagers inWolong with herbal Chinese medicines.
CathayPacificRewards program for frequent fliers/platinum membersare able to win tickets to an exotic panda adventure inthe Wolong nature reserve.
Pennies for pandasHotel program where guests have the option tostick all their unused foreign coins in to envelopesto ‘Save the Pandas’ before they check out.
Panda PartiesOFFline Parties/eventseducating party goers& fundraising forhabitat restoration.
CelebrityPanda-Ambassador outreach program reaching outto local and international celebs to be faces of‘Saving the pandas’
TOYS/ONLINE1. Creating a Panda Mountainonline interactive avatarcommunity for childrenthat would mimic the ClubPenguin model.2. Kids buy Panda Mountainplush toy with personalizedlogin code.3. Kids take code and login toPanda Mountain onlinecommunity and createpersonalized avatar andparticipate in gamification.
Panda Blog• We need to make the site the premier informational hub forPanda research and knowledge.#1 Habitat restoration education#1 Panda information#1 Panda related updates
BLOG STRATEGY1. RSS feed for panda info to createrelevant content for our readers.2. That we can then tweet out3. That we can include in our quarterlynewsletters
#TWITTER• New blog posts written fromrelevant panda news on RSSfeeds• Re-tweet #Pandapose submissionpictures on instagram/fb fanpage.• Re-tweet anythingenvironmental/panda related
Facebook• Engage fans with which is cuter voting posts• Posts written on our blog from RSS feeds• Post and tag #pandapose pictures• Post pictures from fundraising events• Post updates from school projects• Post updates from site visits to Wolong• Post celebrity endorsement related articles
Pinterest• Create panda pictures wall• Create funny panda sayings on pics• Show beautiful Wolong landscape• Post #pandapose pics of celebrities and ‘friends’of Panda Mountain• All pictures will have watermark and link backto ‘Friends’ website/fb page
YOUTUBE 1. Constantly film funny videos ofpandas with the hopes ofcatching them doing somethingviral2. Create educational vlogs of thework being done up in Wolong.
Onramping• Online website tells an amazing story• Makes people want to donate to cause• Makes people want to visit Wolong toparticipate in service education projects• Go to events->take pics->post to insta/fb->join group/sign up.
#PANDAPOSECapitalizing on the wholeAsian pose meme and owning one posein particular.Instagram/Vine/Facebook fan pageviral campaign.
Creating the memE #pandapose allows theFriends of Panda Mountain brand to remain relevant funand sexy as a viral meme amongst the hard to engage andhard to impress 16-30 year olddemographic with an un-engaging topic likehabitat restoration.#pandapose
Activation Retention• Quarterly newsletters• Twitter retweets• Instagram #pandapose contests and shares• New facebook posts• Sponsored stories highlighting the good deedsthat panda mountain is doing.• Celebrity endorsements pictures/interviews• Celebrity visits to Wolong
Viral Loop• Share videos• Share articles• Share #pandapose• Share party related pictures• Share school project events
Mail ChimpTo handle all of our EDM database andscheduled quarterly mail outs.
But most of the work isin habitat restoration…That’s ok this is strictly for marketing/branding andonboarding purposes for the general uneducated public.1-get them interested first.2-when they ask let them in on thedown and dirty details of thegreat work being done in Wolong.
problem1. Even if we had a full time socialmedia manager in charge ofcontent curating and creating thisstill takes a lot of time.The other bigWho has time to do all these updates?!
SOLUTIONS1- HootSuite.com 2- IFTTT.com3- Bufferapp.comTo save time!!
BecomeSo you say you’re an expert?Prove it!Challenge to Panda Mountain Staﬀ!an Expert
HOW to prove it?1. Friends needs to start writing articles anddoing interviews on the subjects that matter2. Habitat restoration/pandas3. We need to build the social proof online andbe known as experts in the field, otherwise‘Friends’ is just a commodity.
No Public donation1. People are very skepticalthese days when giving money tocharities.2. The biggest question is, where is mymoney going?!Problem
Transparency• Where does the money go?• What has Panda Mountain done?• Who or what was affected by my donation?• Prove it!• If you want the public to be constant lifetimecontributors you need to be able to provide thesetransparent models to keep their donationbehavior/support for a long time.answer
Case Study-Charity:WaterDonors see exactly wheretheir dollars go!