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The Plan
       Greenpeace India




Santosh Lakshman a.k.a LuckyMurari
        http://eurekatips.com
 http://myownfriends.blogspot.com
1. Abstract

This document aims to create a plan to improve the user activity and the social
media buzz and in turn improve the percentage of cyberactivists willing to donate
to the organization.


2. Objectives
a. Creating an active user community who help in creating the public pressure to
win the campaigns.
 b. Increasing the amount of financial support to the organization received via
cyberactivists.
c. Try to get the cyberactivists emotionally attached to the organization and help
in the functioning and spreading the word.

3. Classifications:
The following images illustrate the simple classification of different aspects.

3.1 User Classification:
Cyber-Activists/Users are classified as in the following image. Every cyber-
activist will fall into atleast one division but may also fall into multiple divisions.
3.2 Work classification:
The work to be done by the team is broadly classified as in the following picture:




4. Working:

 The work is classified as two types work done by the team and work done by
the cyberactivists. The team works in such a way as to push the cyber-activists
into performing their functions and in acquisition on new cyberactivists. The
cyber-activists help in growth of the cyber presence of the organization.

4.1 Works by Team:
The works by team has been broadly divided as shown in the previous image. A
detailed explanation and directives have been explained in here:

4.1.1 Websites:

All the web properties can be broadly classified into two:
    1. Central Site
    2. Landing Pages

Central Site:

The central site should be redesigned in such a way that it possesses the
following qualities:
       Focus on Usability and should be fast loading
       Regularly Updated
Links are highlighted and use of big buttons etc has to be made to catch
      user attention.
      User should not be overwhelmed with information.
      Donation page should be more optimized and with simple but clear
      information.
      Donations in the form of coupons, merchandise etc need to be accepted.
      Social Media properties need to be linked.
      Previous Campaigns should be archived
      Feeds for blog and updates need to be provided
      Make Feedback, Contact Us, Publicize us (with banners and widgets ) etc
      pages
      Enable comments and Social Bookmarking.
      Do onsite SEO.
      Allow users to subscribe with their interests.
      Ask users to tell their story, volunteer to create buzz etc.
      Enable cyberactivists to make profiles and give titles, incentives to them
      based on their contribution.

Landing Pages:

All landing pages are designed keeping the following points in mind:
        Give incentives to the cyberactivists they may not always be monetary.
        You can also give incentives like some titles like green champion etc.
        Sell Merchandise. Use sites like cafepress that provide commission for the
        sales made.
        Quick optimize the page with usability testing, A/B testing etc. Also do
        onsite SEO.
        Always link back to the central site and social profiles.
        Enable feeds and updates.
        Always add social bookmarking widgets.
        Enable users to publicize via Banners, Widgets etc.
        Do minimal and targeted SEM.
        Donations in the form of coupons, merchandise etc need to be accepted.
        Once the campaign is concluded always redesign the site to redirect the
        users to the Central site or on-going campaign.


Tools to use:
Google Website Optimizer http://bit.ly/JpGXW
Google Analytics http://google.com/analytics
SEO Tools from SEOMoz http://www.seomoz.org/tools
Widgetslab.com / Springwidget.com /other widget generators
Google Grants http://www.google.co.in/grants/details.html
Feedburner http://feedburner.com
Tell-a-friend http://tellafriend.socialtwist.com/
Myntra.com , Picsquare.com , Pringoo.com , iTasveer.com etc
Intensedebate http://intensedebate.com

4.1.2 Mails:

Mailing Lists need to be categorized in different ways. A simple approach could
be categorization based on
           Time since joined to send automated messages after first x days of
           joining.
           User level like content generator, affiliate etc.
           User Interests
This may be accomplished by asking users for their preferences while signing up
for mailing list. Make it easier for user to unsubscribe. While unsubscribing, allow
them to unsubscribe from specific campaign/interest etc.

The mailing lists should try to make cyberactivists curious and persuade to go to
the site. The rate of people considering the mails as spam need to be very low
and users should not be overwhelmed or flooded. We need also drive donations
via Mail. This can be achieved by following the simple rules (not guidelines!)
given below:
         Subject line is the gateway to the mails. It needs to contain as much info
         in as much less space as possible (<50 letters)
         Subject line should provide proper info about the topic. No abstract
         phrases like What do you do? etc should be used. Stating the
         campaign/topic something like [Green Turtles] before the subject line
         helps.
         The mails need to provide short and sweet updates/content etc., with an
         attached readmore... link redirecting to the original article on the
         website.
         Add links to donate, social profiles, volunteer, unsubscribe in the footer.
         Highlight some top cyberactivists in mails. Link to their profile and a small
         intro about them in the mails.
         Provide users with coupons and incentives frequently.

Tools:
Mailing List Services http://mashable.com/2007/08/10/email-newsletters/

4.1.3 Incentives / Coupons:

 The incentives and coupons can be used to attract cyberactivists and make
them remain active. This way the major problem of dormant cyberactivists can be
reduced. This work can be divided into two based on the difference in the type of
work done:
       Incentives
       Coupons
Incentives:
The incentives can be in two forms merchandise and Online Recognition. The
merchandise part of incentive needs and budget and has to be used in very
miserly manner. The Online recognition to the users can be given in the form of
       User Titles and Awards
       Access to some information
       Highlighting users via social media organs.

The merchandise can be from sponsors and separate budget allocated. In
metros, some other gifts like a visit to Green Peace office etc, can be given.

Coupons:

 The coupons can be acquired by requesting the companies to help with the
activity. This can be done via:
        Pitching for the sponsors on the social media properties like twitter, social
        networks etc.
        Mailing relevant companies to provide with coupons. The companies
        database is prepared with contacts to be mailed. The mails need to be
        personalized to the company with a standard template.
        May be asking the companies to sponsor some campaigns (Does it affect
        the company policy??)

4.1.4 Microblogs:

The microblogs organ currently consists of only twitter as the major player.
Friendfeed may be added to the list but it is not worth the pain yet. The simple
guides regarding twitter can be as follows:
       Use a single account for all the campaigns. No separate twitter accounts
       for each campaign
       The website of the profile has to redirect to one of the current landing
       pages and has to be updated frequently.
       Follow users interested in the topic. Most of them follow back. The
       accounts may not be Indian, because this account is mostly used for
       generating buzz.
       Post updates from user generated content
       Highlight profiles some activists
       Post latest updates with images and links. Tweeps love images and links
       Ask for donations, sponsors etc in some tweets
       Publicize other media properties
       Retweet relevant tweets.
       Give out goodwill tweets like thanks for the tweet etc.
       Monitor the brand using Twitter Search and reply for the issues.
       Ask for social bookmarking of some interesting links.
Tools:
Wefollow http://wefollow.com/twitter/green
Buzzom http://buzzom.com
Brand Monitoring tools http://mashable.com/2008/12/24/free-brand-monitoring-
tools/
Tweetdeck http://tweetdeck.com
bit.ly http://bit.ly

4.1.5 Blogosphere:

The blogosphere includes both the internal and external blogs, and Social
Bookmarks. Each of them has its own way to deal

Internal Blogs:
Internal Bloggers blog on central site and may be on campaign sites depending
on the campaign. The blogs are made by cyberactivists and the employees at
GPI. There need to be a page instructing the bloggers with the guidelines while
blogging. The guidelines should include:
       Instructions to write SEO optimized titles, good content etc
       Instructions on Social Bookmarking, commenting etc
       Information about incentives.

External Blogs:
External Bloggers blog about the campaigns on their blog, linking back to the
central site and the campaign pages. The action can be performed by performing
the following steps:
        Create a database of top bloggers and send out requests to them to post
        about campaigns. The mail sent to them need not be a personalized one
        and a standard mail can be used for that.
        Drive the already registered volunteers to make posts on their blogs and
        hubs
        Enable them to display Widgets, banners and blogroll links

tools:
Alexa http://alexa.com
Windows Live Writer http://windowslivewriter.spaces.live.com
Blog Commenter www.thefreeblogcommenter.com

4.1.6 Social Networks:

Social Networks Activity may be divided into Apps and Groups. These have to be
viralised.

Apps:

        Apps should have inbuilt monetization model.
They need to viral features like post to wall.
      Apps may be fun-oriented with green theme (like http://bit.ly/LF0mt ) or
      information-oriented (like electricity usage calculator).
      The monetization method by app will be asking users to buy credits to
      advance levels or directly asking for donation.
      Enable to add application on the profile

Groups:

       Involve people via fan pages, event updates, causes etc
       Enable users to donate
       Post all the updates and increase activity
       Link to websites and social profiles.


Facebook Causes ttp://www.facebook.com/apps/application.php?id=2318966938
Tweetdeck http://tweetdeck.com
Facebook API http:// developers.facebook.com

4.1.7 Video Networks:

      Use tools to blast the videos on all the video sites.
      Comment on the network.
      Use tools and functionality provided by video sites to help social
      organizations.
      Optimize the video titles and tags
      Use description to promote the relevant links

Youtube's Call-To-Action tool http://bit.ly/tL5fw

4.1.8 Mobile:

      Share twitter updates to the mobiles using Google SMS Channels
      Advertise the SMS Channel

Google SMS Channels http://labs.google.co.in/smschannels

4.2 Works by Cyberactivists:

The contributions by cyberactivists can be depicted by the following picture:
4.2.1 Donors: Donors are the ones who have donated/ are donating to the
organization.
4.2.2 Social Buzzers: These are the people who retweet, comment, put status
messages, add apps and blog about the organization
4.2.3 Employees (Volunteers): They provide support to cyberactivists by
responding their simple queries etc. They take part in building the good will of
company and they monitor the buzz on the brand and respond to it.
4.2.4 Affiliates: These are the ones who refer the organization and drive traffic.
Their activities include referring friends via TYF, FWDed mails etc, display
banners, widgets etc.
4.2.5 Mobile Activists: They support the organization by forwarding messages,
mobile payments, registering for SMS etc
4.2.6 Content Generators: They generate content on our platforms. Their
activities include blogging, social bookmarking, commenting, replying on forum
etc.
4.2.7 Other: These are the activists who don t fall into any other categories.
Examples include users registered for email updates.


By functioning in those activities the cyberactivists get the below benefits from
GPI:
An example plan for marketing an NGO website and drive donations

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An example plan for marketing an NGO website and drive donations

  • 1. The Plan Greenpeace India Santosh Lakshman a.k.a LuckyMurari http://eurekatips.com http://myownfriends.blogspot.com
  • 2. 1. Abstract This document aims to create a plan to improve the user activity and the social media buzz and in turn improve the percentage of cyberactivists willing to donate to the organization. 2. Objectives a. Creating an active user community who help in creating the public pressure to win the campaigns. b. Increasing the amount of financial support to the organization received via cyberactivists. c. Try to get the cyberactivists emotionally attached to the organization and help in the functioning and spreading the word. 3. Classifications: The following images illustrate the simple classification of different aspects. 3.1 User Classification: Cyber-Activists/Users are classified as in the following image. Every cyber- activist will fall into atleast one division but may also fall into multiple divisions.
  • 3. 3.2 Work classification: The work to be done by the team is broadly classified as in the following picture: 4. Working: The work is classified as two types work done by the team and work done by the cyberactivists. The team works in such a way as to push the cyber-activists into performing their functions and in acquisition on new cyberactivists. The cyber-activists help in growth of the cyber presence of the organization. 4.1 Works by Team: The works by team has been broadly divided as shown in the previous image. A detailed explanation and directives have been explained in here: 4.1.1 Websites: All the web properties can be broadly classified into two: 1. Central Site 2. Landing Pages Central Site: The central site should be redesigned in such a way that it possesses the following qualities: Focus on Usability and should be fast loading Regularly Updated
  • 4. Links are highlighted and use of big buttons etc has to be made to catch user attention. User should not be overwhelmed with information. Donation page should be more optimized and with simple but clear information. Donations in the form of coupons, merchandise etc need to be accepted. Social Media properties need to be linked. Previous Campaigns should be archived Feeds for blog and updates need to be provided Make Feedback, Contact Us, Publicize us (with banners and widgets ) etc pages Enable comments and Social Bookmarking. Do onsite SEO. Allow users to subscribe with their interests. Ask users to tell their story, volunteer to create buzz etc. Enable cyberactivists to make profiles and give titles, incentives to them based on their contribution. Landing Pages: All landing pages are designed keeping the following points in mind: Give incentives to the cyberactivists they may not always be monetary. You can also give incentives like some titles like green champion etc. Sell Merchandise. Use sites like cafepress that provide commission for the sales made. Quick optimize the page with usability testing, A/B testing etc. Also do onsite SEO. Always link back to the central site and social profiles. Enable feeds and updates. Always add social bookmarking widgets. Enable users to publicize via Banners, Widgets etc. Do minimal and targeted SEM. Donations in the form of coupons, merchandise etc need to be accepted. Once the campaign is concluded always redesign the site to redirect the users to the Central site or on-going campaign. Tools to use: Google Website Optimizer http://bit.ly/JpGXW Google Analytics http://google.com/analytics SEO Tools from SEOMoz http://www.seomoz.org/tools Widgetslab.com / Springwidget.com /other widget generators Google Grants http://www.google.co.in/grants/details.html Feedburner http://feedburner.com Tell-a-friend http://tellafriend.socialtwist.com/
  • 5. Myntra.com , Picsquare.com , Pringoo.com , iTasveer.com etc Intensedebate http://intensedebate.com 4.1.2 Mails: Mailing Lists need to be categorized in different ways. A simple approach could be categorization based on Time since joined to send automated messages after first x days of joining. User level like content generator, affiliate etc. User Interests This may be accomplished by asking users for their preferences while signing up for mailing list. Make it easier for user to unsubscribe. While unsubscribing, allow them to unsubscribe from specific campaign/interest etc. The mailing lists should try to make cyberactivists curious and persuade to go to the site. The rate of people considering the mails as spam need to be very low and users should not be overwhelmed or flooded. We need also drive donations via Mail. This can be achieved by following the simple rules (not guidelines!) given below: Subject line is the gateway to the mails. It needs to contain as much info in as much less space as possible (<50 letters) Subject line should provide proper info about the topic. No abstract phrases like What do you do? etc should be used. Stating the campaign/topic something like [Green Turtles] before the subject line helps. The mails need to provide short and sweet updates/content etc., with an attached readmore... link redirecting to the original article on the website. Add links to donate, social profiles, volunteer, unsubscribe in the footer. Highlight some top cyberactivists in mails. Link to their profile and a small intro about them in the mails. Provide users with coupons and incentives frequently. Tools: Mailing List Services http://mashable.com/2007/08/10/email-newsletters/ 4.1.3 Incentives / Coupons: The incentives and coupons can be used to attract cyberactivists and make them remain active. This way the major problem of dormant cyberactivists can be reduced. This work can be divided into two based on the difference in the type of work done: Incentives Coupons
  • 6. Incentives: The incentives can be in two forms merchandise and Online Recognition. The merchandise part of incentive needs and budget and has to be used in very miserly manner. The Online recognition to the users can be given in the form of User Titles and Awards Access to some information Highlighting users via social media organs. The merchandise can be from sponsors and separate budget allocated. In metros, some other gifts like a visit to Green Peace office etc, can be given. Coupons: The coupons can be acquired by requesting the companies to help with the activity. This can be done via: Pitching for the sponsors on the social media properties like twitter, social networks etc. Mailing relevant companies to provide with coupons. The companies database is prepared with contacts to be mailed. The mails need to be personalized to the company with a standard template. May be asking the companies to sponsor some campaigns (Does it affect the company policy??) 4.1.4 Microblogs: The microblogs organ currently consists of only twitter as the major player. Friendfeed may be added to the list but it is not worth the pain yet. The simple guides regarding twitter can be as follows: Use a single account for all the campaigns. No separate twitter accounts for each campaign The website of the profile has to redirect to one of the current landing pages and has to be updated frequently. Follow users interested in the topic. Most of them follow back. The accounts may not be Indian, because this account is mostly used for generating buzz. Post updates from user generated content Highlight profiles some activists Post latest updates with images and links. Tweeps love images and links Ask for donations, sponsors etc in some tweets Publicize other media properties Retweet relevant tweets. Give out goodwill tweets like thanks for the tweet etc. Monitor the brand using Twitter Search and reply for the issues. Ask for social bookmarking of some interesting links.
  • 7. Tools: Wefollow http://wefollow.com/twitter/green Buzzom http://buzzom.com Brand Monitoring tools http://mashable.com/2008/12/24/free-brand-monitoring- tools/ Tweetdeck http://tweetdeck.com bit.ly http://bit.ly 4.1.5 Blogosphere: The blogosphere includes both the internal and external blogs, and Social Bookmarks. Each of them has its own way to deal Internal Blogs: Internal Bloggers blog on central site and may be on campaign sites depending on the campaign. The blogs are made by cyberactivists and the employees at GPI. There need to be a page instructing the bloggers with the guidelines while blogging. The guidelines should include: Instructions to write SEO optimized titles, good content etc Instructions on Social Bookmarking, commenting etc Information about incentives. External Blogs: External Bloggers blog about the campaigns on their blog, linking back to the central site and the campaign pages. The action can be performed by performing the following steps: Create a database of top bloggers and send out requests to them to post about campaigns. The mail sent to them need not be a personalized one and a standard mail can be used for that. Drive the already registered volunteers to make posts on their blogs and hubs Enable them to display Widgets, banners and blogroll links tools: Alexa http://alexa.com Windows Live Writer http://windowslivewriter.spaces.live.com Blog Commenter www.thefreeblogcommenter.com 4.1.6 Social Networks: Social Networks Activity may be divided into Apps and Groups. These have to be viralised. Apps: Apps should have inbuilt monetization model.
  • 8. They need to viral features like post to wall. Apps may be fun-oriented with green theme (like http://bit.ly/LF0mt ) or information-oriented (like electricity usage calculator). The monetization method by app will be asking users to buy credits to advance levels or directly asking for donation. Enable to add application on the profile Groups: Involve people via fan pages, event updates, causes etc Enable users to donate Post all the updates and increase activity Link to websites and social profiles. Facebook Causes ttp://www.facebook.com/apps/application.php?id=2318966938 Tweetdeck http://tweetdeck.com Facebook API http:// developers.facebook.com 4.1.7 Video Networks: Use tools to blast the videos on all the video sites. Comment on the network. Use tools and functionality provided by video sites to help social organizations. Optimize the video titles and tags Use description to promote the relevant links Youtube's Call-To-Action tool http://bit.ly/tL5fw 4.1.8 Mobile: Share twitter updates to the mobiles using Google SMS Channels Advertise the SMS Channel Google SMS Channels http://labs.google.co.in/smschannels 4.2 Works by Cyberactivists: The contributions by cyberactivists can be depicted by the following picture:
  • 9. 4.2.1 Donors: Donors are the ones who have donated/ are donating to the organization. 4.2.2 Social Buzzers: These are the people who retweet, comment, put status messages, add apps and blog about the organization 4.2.3 Employees (Volunteers): They provide support to cyberactivists by responding their simple queries etc. They take part in building the good will of company and they monitor the buzz on the brand and respond to it. 4.2.4 Affiliates: These are the ones who refer the organization and drive traffic. Their activities include referring friends via TYF, FWDed mails etc, display banners, widgets etc. 4.2.5 Mobile Activists: They support the organization by forwarding messages, mobile payments, registering for SMS etc 4.2.6 Content Generators: They generate content on our platforms. Their activities include blogging, social bookmarking, commenting, replying on forum etc. 4.2.7 Other: These are the activists who don t fall into any other categories. Examples include users registered for email updates. By functioning in those activities the cyberactivists get the below benefits from GPI: