How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
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PRESENTED BY: Kory Klem, Digital Strategist for Movember RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012
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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days
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- 2. Kory Klem Digital Strategist @koryklem / #movember
- 4. CHANGING THE FACE OF MEN’S HEALTH
- 5. 2003 30 Mo Bros No money raised
- 6. 2004 450 Mo Bros & Mo Sistas $54,000 AUD raised (PCFA)
- 7. 2005 9315 Registered $1.2M AUD raised
- 9. 2011 855K Mo Bros & Mo Sistas $120M raised
- 10. KEY SUCCESS FACTORS • Vocal, dedicated and influential group • Meaningful and relevant message • Good mix of in-person and online • Brotherhood • Mo Sistas • Extroverts
- 11. THE EXTROVERTS Average # of Facebook Average # of Facebook Friends (Globally) Friends Mo Bros/Sistas Average # of Followers Average # of Followers on on Twitter (Globally) Twitter Mo Bros/Sistas
- 14. 2413 Conversations x 855K Participants
- 15. 1.9 BILLION Conversations about Movember and Men’s Health
- 22. YOUR PARTICIPANTS ARE YOUR AMBASSADORS
- 23. CAUSE ON OUR UPPER LIP
- 26. USE TOOLS AND PARTNERS TO AMPLIFY WORD OF MOUTH
- 27. MO SPACE
- 28. TEAMS & NETWORKS
- 30. 2011 APPS iOS Android
- 31. FUNCTIONALITY DONATIONS (PERSONAL, TEAM & GLOBAL) MO Space Mo Fun
- 32. FACEBOOK $15,000,000 $ Raised •219K Facebook Fans $11,250,000 •486M Impressions $7,500,000 •$14M RAISED (13%) •7.7M VISITORS (29%) $3,750,000 •7.5% (577K) DONATED $0 2008 2009 2010 2011 •AVERAGE DONATION: $24
- 33. Fan & Registration Gates Recruit-a-Mo Adopt-a-Mo
- 34. •196K Mo Bros on Twitter •79.9M Impressions
- 36. YOUTUBE •308K VIEWS •437 MOSCARS ENTRIES
- 37. PARTNERS
- 38. MAKE IT FUN
- 43. SAY THANK YOU
- 45. THANK YOU! QUESTIONS? @koryklem #movember
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