Rare Planet A Community Inspiring Conservation

1. RarePlanet A Community Inspiring Conservation Kick Off Meeting February 2, 2009

2. RarePlanet Overview • Community: • Online: Personal pages, blogs, bulletin boards, library, threat reduction tools to link our constituency • Offline: Webinars, social events Community • 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 Project Management & Metrics 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. A self-reinforcing, self sustaining community of practice Conservation Tools • 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 kluster RarePlanet builds on the network benefits of social market sites to build a community that solves problems

4. RarePlanet’s Rollout Schedule Go live Enhancements Enhancements 1000 Enhancements Amount of Content Number of Users Base Technology 500 100 Planning Alpha Beta Public Summer / fall Late Fall Winter Winter/Spring Summer Current Campaigns New Campaigns Alumni & Partner Activities Threat Communities • Conservationists • New Partners Users equals 1. people registered 2. Active 1 time/2 months

5. What Success Looks Like 2008-2009 • 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 Planning Alpha Beta Public Summer / Fall Late Fall Winter Winter/Spring Summer Current Campaigns New Campaigns Alumni & Partner Activities Threat Communities • Conservationists • New Partners

6. 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

7. RarePlanet Targets the Conservation Practitioner Segment • 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 Target • 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. Positioning • 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 Measures of Success

8. Target Audience Progression Current “The Chasm”

9. Adoption: Phases of User Engagement RarePlanet marketing strategy focuses on ensuring success across three phases of the sales process: learn, shop, adopt Learn Shop Adopt Refer! 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 Goal: Ensure that people refer friends 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 • Marketing Tactics: • Great experience • Easy to invite friends • Reward referrals

10. Detailed Market Sizing by Segment Target addressable market is between50,000 and 220,000 individuals

11. Adoption: User Engagement Promotion Current Focus 2-01 Photo/Blog subscribers & comment contest: Digital cameras awarded to top 3 photos of a campaign site or related blog. Most active partner gets mini grant for their Campaign Team which benefits their community. Academic Satisfaction: External Panel of communicators/media experts reviews blogs for content & media excellence. Winner gets RP.org Bloggy Award & publicity. Exec Director LAP Super-visor LAP 4 Campaign Managers (Alumni & Current) 3 University Staff BINGO contact Campaign Team Partners 5 2 Rare Staff BR Partner contact Monitor Partner contact Top 3 Most Active Staffers receive prizes for creating posts, blogs, resources and friending users. Experts 1 Toolkit Community Pride Program Managers 6 Practitioners Key 8 7 Other Partners Activists Expanded Audiences Observers Conservationists Core Users Board White Paper Review: Best authored piece receives “certified” RP.org stamp, publicity and award from Rare. Free Trip I: Most active audience partner travels to a Rare site. Promo Free Trip II: Most active audience member travels to a Rare site. New Partners Donors Audiences

12. (Proposed 8/11) Org Structure Supporting RarePlanet • Drive relationships with BR and Monitoring Partners • Leadership on conservation issues • Drive tool development 08 Director, RarePlanet 08 08 10 Alumni Programs (Sharon) Threat Toolkits / COP Sr Community Mgr Mgr, Marketing & Outreach • Lead tool dev • Community engagement / outreach • QA • User experience • Engagement strategies • External communication • Manage implementation partners and upgrades • Site promotion • Content partnerships • Engage alumni to support campaigns • Grants • Alumni tools Regional Community Mgr Marketing Assistant Regional Community Mgr 08 Regional Community Mgr Toolkit Manager (Associate) Regional Community Mgr Regional Community Mgr Regional Alumni Mgr Regional Community Mgr 09 Regional Community Mgrs Toolkit Manager (Associate) 09 • Thematic expert • Research tools • Recruit experts • Mg expert community • Local content • User engagement & Support

13. 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

14. What Do the Numbers Mean: Membership Rare is leveraging its staff Campaigns Conservationists Rare staff 3x 1x (but growing) ~ 30 programmatic staff ~ 100 campaign Mangers & Alumni ~ 100 members

15. 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

16. What Do the Numbers Mean: Credibility 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 Colman Manager, Digital Marketing The 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)

17. Measures of Success

18. Management Structure

19. Risks to Project Success

20. What’s Next? 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

21. 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