Laurence Parkes, Head of Digital Strategy, WCRS

Laurence's inspiring presentation focused on how the digital revolution has enabled a flowing, connected journey that, if harnessed correctly, can guide users to the ultimate goal – conversion (in this case, it might be making a donation, volunteering or becoming otherwise involved).

You can view Laurence's presentation on SlideShare here

Here are a few top tips:

• Create something that allows people to get involved, content that people want to engage with.  If it’s fun, exciting, enlightening and original you’ll encourage users to advance your message themselves, building both intrigue and awareness.
• Tell your story using multiple media to convince users of your brand and message.
• Encourage buzz! Use lots of person-to-person channels, whether it’s MySpace, Twitter, Facebook, YouTube or social bookmarking tools like StumbleUpon or Delicious. Building buzz helps pass on your message.
• Minimise the obstacles to people getting financially involved – allow conversion!

Courtesy of Laurence Parkes