Originally presented at the Washington DC metro area's Web Managers Roundtable on May 31, 2007. This presentation is composed of a brief case study on how The Nature Conservancy engaged the digg.com community to bring people to its www.nature.org web site during the flashpoint of a major conservation announcement. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

1. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Building Buzz and
Marketing by Mob
flickr: ricko
with
Digg.com
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #1 of 10

2. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Objective #1: Bring Eyeballs to our Website
flickr: ricko flickr: ricko
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #2 of 10

3. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Objective #2: Get People Talking About Us
flickr: bucciboo flickr: bucciboo
flickr: bucciboo
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #3 of 10

4. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Anatomy of a Digg: Breaking News
This Just In:
A two-year effort by TNC
and its partners leads to a
public-private partnership
that raises $120 million for
the Great Bear Rainforest
in Canada
• More than 5 million
acres of rainforest
saved from logging!
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #4 of 10

5. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Anatomy of a Digg: Posting Your News
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #5 of 10

6. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Anatomy of a Digg: Headline & Content
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #6 of 10

7. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Anatomy of a Digg: Choose Your Category
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #7 of 10

8. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Anatomy of a Digg: Verify & Submit
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #8 of 10

9. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Real-Life Results from this Digg post
Eyeballs (on our web site):
• 836 total “diggs”, 56 comments
• 2,127 visitors to nature.org from Digg in one hour (4k+ in four days)
• 6,234 views of landing page in one day (19k+ in four days)
• 2, 238 actions taken in one day (conversion rate of 35.8%)
• 23 new blog posts linking back to our landing page in 24 hours; 5
slot jump in Google; two listings in the first page of results.
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #9 of 10

10. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007
Real-Life Results from this Digg post, cont.
People Talking (on digg.com):
• “Three cheers for The Nature Conservancy!”
• “Good to know that my monthly donation helped them accomplish
this.”
• “This is one of the most breathtaking places I have ever seen. The
photos are amazing, and the craziest thing is that 20 minutes ago I
never knew it existed. Amazing job by the Conservancy.”
web managers roundtable
Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #10 of 10