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expect the unexpected-be ready for viral
© Beate Sørum 2014
Todays agenda
#AFPcongress @BeateSorum
‣ «slacktivism» (a rant) ‣ what to do when viral happens ‣ increase the chance of something happening
«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/
«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
«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_need_an_ice_bucket_to_donate_to_al
s_research.html
Polar Plunge: 18-30 years first time donors substantial donations ($25-50)
Polar Plunge: 18-30 years first time donors substantial donations ($25-50)
..and we say they are giving for the wrong reasons?!
age
age
profitable for DM aquisition
age
profitable for DM aquisition
age
profitable for DM aquisition
seek us out on facebook!
age
age
!Slacktivism is a
MYTH
4TIMES MORElikely to DONATE
2TIMES MORElikely to
VOLUNTEER
8 million £ for #nomakeupselfie
8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5
8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5
100million $ for #IceBucketChallenge
!«I will never ever use the word slacktivism ever again, except
to rant at those who do.»
Faroe Islands
Faroe Islands
«I haven’t seen my friends in a while»
Faroe Islands
«I haven’t seen my friends in a while»
Den-mark
Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
way north
Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
way north
«HAARRGGHHHWE ARE VIKINGS!»
!Norway in May
@th
ales
nibs
oeer
@th
ales
nibs
oeer
@th
ales
nibs
oeer
*Boom* - 3,5 million.
#1DISCOVERand CONFIRM
Google analytics
#2«CONTROL»
take
no.
#3ALERT PREPARE
and
#4AKNOWLEDGE
*google translated. No-one is to blame for horrible grammar.
#5CELEBRATE
THANKand
about.me/BeateSorumabout.me/BeateSorum
#6RELAX. ENJOY.
#7 (bonus)MAKE GIVINGeasyhttp://bit.ly/donationformsrule
- Every fundraising director in the world, post Ice Bucket
«Make me a viral hashtag please.»
– Me
«Fat chance!»
secret recipe for viral:
omg!♥ ☺+ +
secret ingredient in recipe for viral:
secret ingredient in recipe for viral:
not you.
Communication used to be
EASY
sender receivermessage
sender receivermessage
sender receivermessage
sender receiver
CC BY-NC 2.0 http://www.flickr.com
/photos/tollaksen/328642857/in/photostream/
You.
identity
identity
identityidentity identiy
identityidentityidentity
identityidentityidentityidentity
identityidentity
identityidentityidentity identity
identityidentity
identity identity
who are you?identity
Friendly Professional Informal Grateful
Voice and tone creates
unityImpressed Helpful Engaged Credible
123less cancer
moresurvival
supportand care
about.me/BeateSorumabout.me/BeateSorumCC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
about.me/BeateSorumabout.me/BeateSorum
our community
CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
sender receivermessage
what are we trying to achieve?
CC BY-SA 2.0 https://www.flickr.com/photos/nomadic_lass/6728580615/
Plan and PRIORITIZE
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
honour microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
nope!
important link
1. Chronological
1. Chronological2. Structured
1. Chronological2. Structured3. Shortened
1. Chronological2. Structured3. Shortened4. Makeup on
1. Chronological2. Structured3. Shortened4. Makeup on5. That great idea
TIMING and
CONTENT matters
Have
fun!
..a bit of fun makes a
community strong!
«Providing shit to scum for over 70 years»
«Providing shit to scum for over 70 years»
sender receivermessage
what are we trying to achieve?
listen
Phot
o: @
mar
tiiin
e
REAL
stories
5.000 stories
REAL
emotions
sender receivermessage
what are we trying to achieve?
thanking
CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487
#Krafttakmotkreft
Phot
o: @
june
kimiko
20.000 thank you’s
sender receivermessage
what are we trying to achieve?
be there
I can’t help her
about.me/BeateSorum
– Johnny Appleseed
«Skriv et sitat her.»
She can
REHEARSE - make mistakes in a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
• 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
8
Web, desktopWeb tabletWeb phoneText
3,5 mill. NOK- in two weeks.
Thanks for listening!
http://about.me/beatesorum
Questions?
