My session from AFP congress, on how to be ready to discover and expand on current events that may or may not go viral. The session also teaches how to make sure you are in a positision where your organisation can try to be the one chosen when something like the Ice Bucket Challenge happens. Oh, and there's a rant about slacktivism in there too.

1. expect the
unexpected
-be ready for viral
© Beate Sørum 2014

2. Todays agenda
‣ «slacktivism» (a rant)
‣ what to do when viral happens
‣ increase the chance of
something happening
#AFPcongress
@BeateSorum

3. «a middle class
wet t-shirt contest
for sofa
clicktivists»
http://blogs.telegraph.co.uk/technology/
willardfoxton2/100014135/the-ice-bucket-challenge-
a-middle-class-wet-t-shirt-contest-
for-armchair-clicktivists/

4. «You don’t get to call
yourself a
philanthropist after
dumping a bucket of
ice on your head»http://www.vice.com/
read/dumping-a-bucket-of-
ice-on-your-head-does-
not-make-you-a-philanthropist-
813

5. «Just donate the
damn money and
don’t post it online»
http://www.slate.com/blogs/
future_tense/2014/08/12/
icebucketchallenge_you_don_t_ne
ed_an_ice_bucket_to_donate_to_al
s_research.html

6. Polar Plunge:
18-30 years
first time donors
substantial donations ($25-50)

7. Polar Plunge:
18-30 years
first time donors
substantial donations ($25-50)
..and we say they are giving
for the wrong reasons?!

11. age

12. age
profitable for
DM aquisition

13. age
profitable for
DM aquisition

14. age
profitable for
DM aquisition
seek us out
on facebook!

15. age

16. age

17. ! Slacktivism is a MYTH

18. 4TIMES MORE
likely to
DONATE

19. 2TIMES MORE
likely to
VOLUNTEER

20. 8 million £ for
#nomakeupselfie

21. 8 million £ for
#nomakeupselfie
million NOK for
3,5#HoppiHavet

22. 8 million £ for
#nomakeupselfie
million NOK for
3,5#HoppiHavet
100million $ for
#IceBucketChallenge

23. «I will never ever use the word
slacktivism ever again, except
to rant at those who do.»
!

24. Faroe
Islands

25. «I haven’t seen my
friends in a while»
Faroe
Islands

26. «I haven’t seen my
friends in a while»
Faroe
Islands
Den-mark

27. «I haven’t seen my
friends in a while»
Faroe
Islands
Den-mark
«Haha. This will be fun
to do to my Norwegian
friends and family!»

28. «I haven’t seen my
friends in a while»
Faroe
Islands
Den-mark
way
north
«Haha. This will be fun
to do to my Norwegian
friends and family!»

29. way
north
«HAARRGGHHH
WE ARE VIKINGS!»
«I haven’t seen my
friends in a while»
Faroe
Islands
Den-mark
«Haha. This will be fun
to do to my Norwegian
friends and family!»

30. !Norway in May

31. @thalesnibsoeer

32. @thalesnibsoeer

33. @thalesnibsoeer
*Boom*
- 3,5 million.

34. #1
DISCOVER
and CONFIRM

35. Instagram

36. Twitter

37. Facebook

38. Google
analytics

39. #2
take
«CONTROL»

46. no.

47. #3
ALERT
PREPARE
and

50. #4
AKNOWLEDGE

51. *google translated.
No-one is to blame for horrible grammar.

55. #5
CELEBRATE
and THANK

56. about.me/BeateSorum

60. #6
RELAX.
ENJOY.

61. #7 (bonus)
MAKE GIVING easy
http://bit.ly/donationformsrule

62. «Make me a viral
hashtag please.»
- Every fundraising director in the world,
post Ice Bucket

63. «Fat chance!»
– Me

64. secret recipe
for viral:
♥ + ☺ + omg!

65. secret ingredient in
recipe for viral:

66. secret ingredient in
recipe for viral:
not you.

67. Communication
used to be EASY

68. sender message receiver

69. sender message receiver

70. sender message receiver

71. sender receiver

72. CC BY-NC 2.0
You.
http://www.flickr.com/photos/tollaksen/328642857/in/photostream/

73. identityidenitdietnytity
identity identity
who are you?
identity
identity identity
identity
identity
identity
identity
identity
identity
identity identiy
identity
identity
identity
identity
identity
identity
identity

74. Friendly
Professional
Informal
Grateful
Voice
and tone
creates
unity
Impressed
Helpful
Engaged
Credible

75. 1less 23
more
support
cancer
survival
and care

76. about.me/BeateSorum
CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/

77. about.me/BeateSorum
our
community
CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/

78. what are we trying to achieve?
sender message receiver

79. Plan and
PRIORITIZE
CC BY-SA 2.0
https://www.flickr.com/photos/nomadic_lass/6728580615/

80. Facebook What Style Type Goal
Monday New course out Informative and
welcoming Link Signups to course
Tuesday Impact-story Emotional Image Sharing -
knowledge
Wednesday Ask for text
donations
Response-triggering
Status Money in
Thursday Political news Provocative Link Signatures
Friday Share X’s
fundraiser
Easy Friday
entertainment Image Likes

81. honour
microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/

82. nope!

83. important
link

85. 1. Chronological

86. 1. Chronological
2. Structured

87. 1. Chronological
2. Structured
3. Shortened

88. 1. Chronological
2. Structured
3. Shortened
4. Makeup on

89. 1. Chronological
2. Structured
3. Shortened
4. Makeup on
5. That great idea

90. TIMING
and
CONTENT
matters

91. Have fun!

92. ..a bit of fun
makes a
community
strong!

93. «Providing
shit to
scum for
over 70
years»

94. «Providing
shit to
scum for
over 70
years»

98. what are we trying to achieve?
listen
sender message receiver

99. REAL
stories
Photo: @martiiine

100. 5.000
stories

103. REAL
emotions

104. what are we trying to achieve?
thanking
sender message receiver

105. CC BY-NC-SA 2.0
https://www.flickr.com/photos/damiel/2498956487

106. #Krafttakmotkreft
Photo: @junekimiko

107. 20.000
thank
you’s

108. «Thank ALL the donors»
Source: fundraisergrrl.tumblr.com

109. «Thank ALL the donors»
Source: fundraisergrrl.tumblr.com

115. what are we trying to achieve?
be there
sender message receiver

117. I can’t
help her

118. about.me/BeateSorum
«Skriv et sitat her.»
– Johnny Appleseed
She
can

119. REHEARSE
- make mistakes
in a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/

120. • Don’t diss slacktivists
• Be ready and act fast
• Know who you are
• Serve your community
• Plan and do it properly
• Have a bit of fun

121. 8

122. 3,5
mill. NOK- in
two weeks.
Text
Web phone
Web tablet
Web, desktop

123. Thanks for listening!
Questions?
http://about.me/beatesorum