RarePlanetA Community Inspiring Conservation

Kick Off MeetingFebruary 2, 2009

2

RarePlanet OverviewMission: Build and support a global community of Rare alumni and supporters dedicated to reducing human-inducted threats to the world’s biodiversity through online and offline activities.

Strategy for RarePlanet Tool: Create an integrated suite of activities that become a self-reinforcing cycle through community, project management & knowledge management, and transparency.

Community

Community: • Online: Personal pages, blogs, bulletin boards, library,

threat reduction tools to link our constituency• Offline: Webinars, social events

A self-reinforcing, self sustaining community

of practice

Conservation Tools

Project Management &

Metrics

Project Management & Metrics• Central place for campaign managers to store files• Content tracking and workflow• Process to collect, calculate and present the scorecard• External measures to share with our constituents

Conservation Tools• Threat reduction community• Library of resources• Discussion boards

3

Community of Practice is Not Just About Social Networking, but about Collective Problem Solving

Social Activism Community of Practice

klusterRarePlanet builds on the network benefits of social market sites

to build a community that solves problems

Am

ount

of C

onte

ntRarePlanet’s Rollout Schedule

Current Campaigns

NewCampaigns

Alumni & PartnerActivities

ThreatCommunities

• Conservationists• New Partners

Planning Alpha Beta Public

Summer / fall Late Fall Winter Winter/Spring Summer

Users equals 1. people registered 2. Active 1 time/2 months

Base Technology

Enhancements

Enhancements

Enhancements

Num

ber o

f Use

rs

100

500

1000

Go live

What Success Looks Like 2008-2009

5

Current Campaigns

NewCampaigns

Alumni & PartnerActivities

ThreatCommunities

• Conservationists• New Partners

Planning Alpha Beta Public

Summer / Fall Late Fall Winter Winter/Spring Summer

• All targeted users will have a good first experience

• At least 1 “wow” feature per segment

• Robust content• Active pre-existing

community

• PPMs can use the scorecard to improve their campaigns

• CMS and alumni interacting

• Active discussions on toolkits

• Region support roles

PPMs and CMs can get their jobs done:

• Promote their Campaigns

• Leverage Forums

• Use Pride Campaign Mgt System (PCMS)

• Pre-populate the content

• Build campaign pages

• Understand the limits of the technology

What RarePlanet Will Enable by 2011

• 3 to 5 Communities of Practices that take a grass roots view of conservation

• Detailed data and meta data on 150 conservation projects• 150+ local conservationist trained and deploying Web 2.0 technology

to promote conservation• Whole new audiences engaged in conservation and supporting

campaigns in Chinese, Bahasa Indonesia, English and Portuguese• A directory of best practices linked to standardized results• Systematic and standardized way to run Pride campaigns• Demonstration project on how conservation organization can share

knowledge collaboratively, increase trust and transparency

6

7

RarePlanet Targets the Conservation Practitioner

Target

Positioning

Measures of Success

• Conservation Practitioner – Rare Campaign Managers and Partners

• Smaller Conservation Organizations• People who want to support a campaign through

technical skills, resources or financially

Segment• Conservation practitioners• Highly informed conservation generalist

• RarePlanet is a collaborative platform to celebrate conservation successes, and for conservation practitioners to meet, share and work together to solve the world’s toughest grassroots conservation problems.

• Participation of campaign managers• Activity and quality of discussion boards, blogs, wikis• Quality of wikis within the threat reduction toolkits• New groups / issues addressed by members• External validation of the quality and depth of the community

Target Audience Progression

8

Narrow Core Broad Core Conservation Practitioner

Advocates & Enthusiasts

Description People running the Campaign:• PPMs• CMs

People involved in the Campaign• LAP staff• BINGO

staff

People who practice conservation daily

People who have conservation as their #1 social issue

Targeted Need

Tools to run and promote their Campaign

• Insight into campaign status

• Resources

Relevant content

Feel a part of the solution

Adoption Attribute

Required • Track their investment

• Contribute to its success

• Compelling resources

• Sense of participation

TBD

Size 100 1000 45,000 – 225,000

1 million + ?

Current “The Chasm”

9

Learn Shop Adopt

Goal: Awareness of RarePlanet as a Useful

Community

Goal: Visit the site, review content, become a member

Goal: Regularly use and contribute to the site

Marketing Tactics:

• Blogger outreach• Trade links with like sites

• Press releases• Seeding posts on other sites

Marketing Tactics:

• Great usability• Interesting content• Find “peers’• Easy to join

Marketing Tactics:

• New content• Great usability• Tactical promotions

Adoption: Phases of User Engagement

RarePlanet marketing strategy focuses on ensuring success across three phases of the sales process: learn, shop, adopt

Refer!

Goal: Ensure that people refer friends to the site

Marketing Tactics:

• Great experience• Easy to invite friends

• Reward referrals

Detailed Market Sizing by Segment

10

BINGO Conservation Org

Con Org by National Parks

University Researchers

Government / Multilateral

Other Dev-profits

Low Avg High Low Avg High Low Avg High Low Avg High Low Avg High Low Avg High

Total 2,500

5,000

7,500

1,000

4,250

7,500

37,500

56,250

75,000

25,000

47,500

70,000

100,000

550,000

1,000,000

10,000

130,000

250,000

Relevant 625

1,250

1,875

250

1,063

1,875

9,375

14,063

18,750

25,000

47,500

70,000

10,000

55,000

100,000

1,000

13,000

25,000

Target addressable market is between 50,000 and 220,000 individuals

Current Focus 2-01

11

Adoption: User Engagement Promotion

Other Partners

Campaign Managers

(Alumni & Current)

Campaign Team

Partners

Expanded Audiences

University Staff

Rare Staff

Pride Program

Managers

BR Partner contact

Exec Director

LAP

Super-visor

LAP

BINGO contact

Monitor Partner contact

Board

DonorsNew

Partners

Conservationists

Toolkit Community

Experts

Practitioners

ActivistsObservers

Key

Audiences

Core Users

1

2

3

5

6

78

Promo

Top 3 Most Active Staffers receive prizes for creating posts, blogs, resources and friending users.

Academic Satisfaction: External Panel of communicators/media experts reviews blogs for content & media excellence. Winner gets RP.org Bloggy Award & publicity.

Photo/Blog subscribers & comment contest:Digital cameras awarded to top 3 photos of a campaign site or related blog.

White Paper Review: Best authored piece receives “certified” RP.org stamp, publicity and award from Rare.

Most active partner gets mini grant for their Campaign Team which benefits their community.

Free Trip II: Most active audience member travels to a Rare site.

Free Trip I: Most active audience partner travels to a Rare site.

4

(Proposed 8/11) Org Structure Supporting RarePlanet

Director, RarePlanet

Alumni Programs(Sharon)

Threat Toolkits / COP

Toolkit Manager (Associate)

Toolkit Manager (Associate)

Sr Community Mgr

• Drive relationships with BR and Monitoring Partners

• Leadership on conservation issues

• Drive tool development

• Engage alumni to support campaigns

• Grants• Alumni tools

• Lead tool dev• Community engagement / outreach

• QA

• Thematic expert• Research tools• Recruit experts• Mg expert community

• User experience• Engagement strategies• External communication• Manage implementation partners and upgrades

• Local content• User engagement & Support

08 08

08

08

09

Regional Community MgrRegional

Community MgrRegional Community MgrRegional Alumni Mgr

12

Regional Community MgrRegional

Community MgrRegional Community MgrRegional Community

Mgrs

Mgr, Marketing & Outreach

09

10

Marketing Assistant

• Site promotion• Content partnerships

Some RarePlanet Highlights Since October 2008

• Community membership jumped past 200 users in January 2009• 20% alumni actively use RarePlanet • Over a 3:1 ratio of public members vs. Rare employees on the site • Over 1,500 pieces of content uploaded to the site since October

(blogs, photos, manuals, campaign reports, etc.• We’re growing at about 100 pieces of user –generated content per

week (blogs, reports, etc)• We will be making over 20 product enhancements to the site by mid

January (including fonts, basic functionality and overall ease-of-use.)• Added community of practice expert and author Patti Anklam to our

advisory team• Public Recognition

– RarePlanet team invited to present at The Nature Conservancy ‘s ConEx conference at session on leading edge conservation tool

– Invited to speak by the Social Marketing Institute

13

What Do the Numbers Mean: Membership

14

Rare is leveraging its staff

~ 30 programmatic staff

Rare staff

~ 100 campaign Mangers & Alumni

3x

Campaigns

~ 100 members

1x(but growing)

Conservationists

What Do the Numbers Mean: Content

15

Rare is Aggregating and Expanding Its Knowledge

Pre-RarePlanet LaunchNumber of Pieces of

Campaign Material and Conservation Content

Publically Available

Less than 20

Insular System

At “Go Live” (10/15/08)Number of Pieces of

Campaign Material and Conservation Content

Publically Available

~ 1000

Open System

~ 2500

Contributed Since 10/15/08

Number of Pieces of Campaign Material and Conservation Content

Publically Available

Collaborative System

What Do the Numbers Mean: Credibility

16

In Conservation

“The platform that Rare has created is innovative, cutting-edge, and I think it will make a big impact in

the conservation practitioner sector. ”

Jonathan ColmanManager, Digital MarketingThe Nature Conservancy

In the Private Sector

“Philosophically RarePlanet is the way to

go. It facilitates community at the grass roots, and

geometrically increases the ability to get things done. ”

Mark DiMassimo CEO

DiMassimo Goldstein(Advertising Agency)

Measures of SuccessCampaign Mgrs &

AlumniConservation Toolbox Scorecard / CMS

Success Looks Like

Current and alumni campaign managers consistency rate RP

as “important” or “very important” to the success of their professional success

The conservation toolbox generates at least 10 best

practices per year that we can use in at least 1/3 of our sites

• Partners can have ready access to all campaign metrics and will know if their campaign is a on track.

• Rare staff/ board will have full access to all campaign metrics

Capacity • Percentage of CMs that actively use RP for outreach e.g. number of blogs, bulletin postings, etc.

• Percentage of alumni posting a blog, discussion comment, resource

• Number of people trying a recommendation, and commenting on it

• % of campaigns that continue to use RP after graduation

• PPMs comment that Scorecard has helped to improve their campaigns

Constituency • Number of friends: – Campaign site– Partner site– Alumni site

• Total number of members with complete profiles

• Number of repeat visits• Number “active” groups

• Number of partners that use the toolbox and contribute to the toolbox

• Number of people downloading documents from Resource Center

• Number of people recognized “as experts” that voluntary join the campaign

Conservation • Link between participation and improved campaign outcomes

• Percentage of alumni associated with a threat, group, campaign

• Number of best practices gleaned from discussion boards

• Number of tools rated as a 4 or 5• Number of new documents posted• Number of external links to the site• Quality of the campaign deliverables

– as reviewed by peers• Number of tools first introduced on

RP that we adopted by campaign

• Change in pre/post threats– % of campaigns with measures– % improvement

• % of campaigns that continue to have updated scorecard after graduation

17

Management StructureAudience/Zone of RarePlanet WhoOverall Accountable Brett Jenks

• Overall project communications• Project Management / Site Development

Daniel

Overall Community & Product Management• Overall community mgt• New user training• New product / feature

TBD, (Interim) Ryan Morris

Threat reduction communities / COPs TBD, (Interim) Patti Anklam

Regional community members TBD (missing Regional Community Managers)

Alumni Engagement Sharon + Alumni Team

Scorecard and Project Mgt System Daniel, Sean

Audit if CMs are reaching their communications target Daniel, Sean

Board relations Laurie

Donors TBD

Intranet & Internal Comm Elizabeth and Laurie

CM relations and training PPMs

Management of LAPs TBD

Landing Page Laurie

18

Risks to Project SuccessRisk MitigationOrganization loses focus on RarePlanet Development

• Weekly updates and tricks and tips• Continuous improvement and communication of that

improvement• Bring on additional partners and sponsors• Hire freelancers to implement out quick usability fixes

Organization• Key roles still missing/pending – GCN and Mgr

RarePlanet• Regional roles unclear

• Continue to work with contractors• Continue to rely on power users and good will to support the

regional activities

• No regional engagement• Translation burden (from local to English, English

to local, local to local)

• Hire / contract regional community managers that are bilingual• Formalize role within regions to manage all translation

Poor launch of the Threats Toolkits • Hold off launch until have director of GCN• Not contacting identified efforts• Postponing proposed toolkit focus groups• Not investing in enhancement to the Toolkit

Can’t finalize all the campaign information Some of the information is incomplete

Site does not comply with Chinese norms • Need to review site with partners• Take their feedback• Customize site• Disable certain features in China

Major (but subtle flaw) in the Scorecard • Keeping private for first year while testing• Begin to solicit partner-based feedback

Resolved Since the Leadership Meeting in SeptemberMajor flaw in Pride Campaign Management System Tested and working

Don’t hire a QM staff Hired and trained Sean Grundy19

What’s Next?

20

Engagement

•Continue to train Rare staff and Campaign Managers

•Engage former Pride campaign managers

•Reach out to local partner staff

•Execute on major partner relations

Functionality

• Upgrade the usability and user interface

• Improve mapping of project information

• Integrate collaborative tools

• Build select mobile applications

Knowledge

• Launch communities of practices

•Distribute RSS feeds and digital newsletters

•Host conferences around specific threats

Scale

• Promote site• Regional staff

• Expand number of local (non-English) contributors

Learn & Adapt

Open Issues

• Toolbox / threat reduction strategy: build, outsource, partner

• Long-term funding strategy• Donations vs. earned revenue• Prove programmatic value to Rare• Online fundraising

• When / if to target the Advocates & Enthusiasts market

• Optimal org structure• RarePlanet as platform vs. community