RarePlanet
A Community Inspiring Conservation
Investor Update: HSBC
January 27, 2009
Insert Meeting Objectives Here
• John inserts overview and objectives
Note – Presentation assumes base knowledge of Rare
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RarePlanet Overview
Mission: 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:
• Online: Personal pages, blogs, bulletin boards, library,
threat reduction tools to link our constituency
• Offline: Webinars, social events
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
A self-reinforcing, self
sustaining community
of practice
Community
Project
Management &
Metrics
Conservation
Tools
Conservation Tools
• Threat reduction community
• Library of resources
• Discussion boards
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RarePlanet Targets the Conservation Practitioner
Segment
Target
Positioning
Measures of Success
• Conservation practitioners
• Highly informed conservation generalist
• Conservation Practitioner – Rare Campaign
Managers and Partners
• Smaller Conservation Organizations
• People who want to support a campaign through
technical skills, resources or financially
• 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
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Community of Practice is Not Just About Social Networking,
but about Collective Problem Solving
Social
Activism
Community of Practice
kluster
RarePlanet builds on the network benefits of social market sites
to build a community that solves problems
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RarePlanet’s Rollout Schedule
Go live
Enhancements
1000
Enhancements
Base Technology
500
Number of Users
Amount of Content
Enhancements
100
Planning
Summer / fall
Current
Campaigns
Alpha
Beta
Late Fall
Winter
Winter/Spring
New
Campaigns
Alumni & Partner
Activities
Threat
Communities
Users equals 1. people registered 2. Active 1 time/2 months
Public
Summer
• Conservationists
• New Partners
What Success Looks Like 2008-2009
• Pre-populate the
content
• Build campaign
pages
• Understand the
limits of the
technology
Planning
Summer / Fall
Current
Campaigns
PPMs and CMs can
get their jobs done:
• Promote their
Campaigns
• Leverage
Forums
• Use Pride
Campaign Mgt
System (PCMS)
• PPMs can use the
scorecard to
improve their
campaigns
• CMS and alumni
interacting
• Active discussions
on toolkits
• Region support
roles
Alpha
Late Fall
New
Campaigns
Beta
Winter
Winter/Spring
Alumni & Partner
Activities
Threat
Communities
• All targeted users
will have a good first
experience
• At least 1 “wow”
feature per segment
• Robust content
• Active pre-existing
community
Public
Summer
• Conservationists
• New Partners
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Adoption: User Engagement Rollout & Promotion Plan
Photo/Blog subscribers &
comment contest:
Digital cameras awarded
to top 3 photos of a
campaign site or related
blog.
Academic Satisfaction:
External Panel of
communicators/media experts
reviews blogs for content &
media excellence. Winner gets
RP.org Bloggy Award &
publicity.
4th
3rd
University
Staff
Most active partner gets
mini grant for their
Campaign Team which
benefits their
community.
Supervisor
Exec
Director
LAP
Campaign
Managers
LAP
(Alumni &
Current)
5th
BINGO
contact
Campaign
Team
Partners
2nd
BR
Partner
contact
Rare Staff
Monitor
Partner
contact
Top 3 Most Active Staffers
receive prizes for creating
posts, blogs, resources and
friending users.
Experts
1st
6th
Pride
Program
Managers
Practitione
rs
Key
8th
Core Users
Conservati
onists
7th
Other
Partners
Expanded
Audiences
Board
Promo
Audiences
Free Trip II: Most
active audience
member travels to a
Rare site.
Toolkit
Community
New
Partners
Donors
Free Trip I: Most
active audience
partner travels to a
Rare site.
Observers
Activists
White Paper Review:
Best authored piece
receives “certified”
RP.org stamp, publicity
and award from Rare.
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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
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What Do the Numbers Mean: Membership
Rare is leveraging its staff
Campaigns
Rare staff
3x
Conservationists
1x
(but growing)
~ 30 programmatic
staff
~ 100 campaign
Mangers & alumni
~ 100 members
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What Do the Numbers Mean: Content
Rare is Aggregating and Expanding Its Knowledge
Insular System
Open System
Collaborative
System
~ 2500
~ 1000
Less than 20
Pre-RarePlanet Launch
Number of Pieces of
Campaign Material and
Conservation Content
Publically Available
At “Go Live” (10/15/08)
Number of Pieces of
Campaign Material and
Conservation Content
Publically Available
Contributed Since
10/15/08
Number of Pieces of
Campaign Material and
Conservation Content
Publically Available
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What Do the Numbers Mean: Credibility
In Conservation
In the Private Sector
“The platform that Rare
has created is innovative,
cutting-edge, and I think it
will make a big impact in
the conservation
practitioner sector. ”
“Philosophically
RarePlanet is the way to
go. It facilitates community
at the grass roots, and
geometrically increases the
ability to get things done. ”
Jonathan Colman
Manager, Digital Marketing
The Nature Conservancy
Mark DiMassimo
CEO
DiMassimo Goldstein
(Advertising Agency)
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What’s Next?
Engagement
Functionality
Knowledge
Scale
• Continue to
train Rare staff
and Campaign
Managers
• Engage former
Pride campaign
managers
• Reach out to
local partner
staff
• Execute on
major partner
relations
• Upgrade the
usability and user
interface
• Improve mapping
of project
information
• Integrate
collaborative tools
• Build select
mobile
applications
• Launch
communities of
practices
• Distribute RSS
feeds and
digital
newsletters
• Host
conferences
around specific
threats
• Promote site
• Regional
staff
• Expand
number of
local (nonEnglish)
contributors
Learn & Adapt
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