(This is Part 1 of a 2 part series. The second part, and interview with Graham Wallington, founder of WildEarth.tv can be found here.)
Day in and day out, all over the interwebs, social media freaks like myself are pointing out companies engaging in social media, either making case studies of what not to do or showcasing those companies that seem to be doing it “right” (a subjective term, perhaps). Ford is one of those falling into the latter category, thanks largely in part to one Mr. Scott Monty, who we in the Detroit social media scene are proud to call one of our own. Of course, it’s not just businesses that are embracing social media, as exemplified by Beth Kanter, the most prominent voice in social media for nonprofits. I could go on.
Personally, one of my deepest interests is how social media is applied (or can be applied) on a much broader spectrum. Consider the pope on YouTube. While I’m not going to sit there and watch the pope’s YouTube channel, I still think it’s pretty cool how even the Vatican is utilizing the new tools to spread its message.
Not long ago, I was followed on Twitter by @wildearth, whom I followed back without thinking much more than, “Oooh, big pretty kitty!” upon seeing their Twitter page. I never paid much attention, until one day I saw this in my tweetstream:
I couldn’t resist clicking the link, and indeed, there was a leopard, live on steaming video. I’m a sucker for wildlife, so I sat there, and I watched. Then I started poking around WildEarth.tv, curious as to what it’s all about.
It’s amazing.
WildEarth.tv is an online-only wildlife channel that broadcasts LIVE every single day from the Djuma Game Reserve in South Africa, a vacation destination for those wanting to go on African safaris. While you watch, there is also a live chat on the side of the video so you can talk about the wildlife with other viewers. There is a counter to see how many other viewers are watching at any given time, and every time I watch there are at least 100, sometimes more than 500. All footage is archived, so that you can visit the best moments caught on video, like the one below, which is the very first time these leopard cubs were seen by the crew. (Warning: cute overdose ahead.)
Find more videos like this on WildEarth.TV
The most incredible part about it is that it’s not even on TV. This is 100% web-based, and has been for since first broadcasting in April 2007. Only recently have they been picked up as a premium channel by UK-based digital distributor MoMediaTV, but their reach does not include the Americas . . . yet.
But this isn’t just a wildlife channel. How did I discover this? Through Twitter. When important sightings occur, the crew from WildEarth.tv tweets it. They have around 2,500 followers, and they joined in May 2008. What’s impressive is that they also have a very active Ning community with about 1,500 members, a regularly updated blog, a forum, a Facebook group of over 800 members, a YouTube group, a Flickr group, a MySpace page, and an 800+ member presence on Amazee, which is a social collaboration network (in beta) that allows for organization, promotion, fundraising for projects of any size or type.
Supporters of WildEarth.tv, viewers known as “WEangels,” have their own Facebook group, MySpace page, and projects on Amazee where they raise money to improve the quality of life in Dixie, a village nearby the Djuma Reserve. They’ve raised money to buy Christmas presents for the kids, taken them to the movies, and are currently planning a project to provide the village with running water.
What do they call all this? Their social ecosystem.
I, for one, love that term. Think about it. By definition, an ecosystem is “a system formed by the interaction of a community of organisms with their environment.”
WildEarth.tv, since first broadcasting almost 2 years ago, has been quietly raising a very healthy social ecosystem. I checked out each of their “territories” online and indeed, there is much interaction by fans of the channel and the crew on every outlet, many of which overlap. The environment is online, the organisims interact, forming a community and a system.
This, my friends, is not easy. Most companies and nonprofits would kill for an online presence and fan base of this magnitude. (Well, not literally.)
There are many businesses, nonprofits, etc. that think they can stake their claim on every social media tool they can find and expect them all to “work” for them. When Company X can’t understand why Tool A isn’t working, many times they throw in the towel and say social media is a waste of time. But what the Company Xs don’t understand is that no tools will just “work” for you — you have to put work into them.
WildEarth.tv has no doubt put a lot of work into their social media efforts. Their online presence is a collaboration of many people on both sides — the company and the viewers.
Someone’s doin’ social media right in South Africa . . . what do you think?
Are there others who have completely flown under most of our radars that are crafting healthy “social ecosystems”? I’d love to discover more.
(Stay tuned, I’m in contact with the folks at WildEarth.tv and will soon be putting up an interview with Graham Wallington, the founder and mastermind behind it all. I’m very excited about this!)
No related posts.
Wild Thing by X
Excellent post, Stacy. @WildEarth totally rocks. What a joy to be able to witness wildlife realtime in another part of the world. I look forward to your interview with Graham!
Cheers,
@marismith
Mari Smith’s last blog post..10 Ways To Stay Safe On Facebook
Thank you very much Stacy for being so complimentary about our ecosystem. I look forward to answering your questions.
Graham
Graham Wallington’s last blog post..Auch heute übertragen wir wieder live vom badenova Music-Star(t)-Contest
I’ve been watching WildEarth since they first broadcast live on April 27th 2007 and it’s become part of my daily life…I hate to miss a drive…so I am part of that whole “ecosystem”. I’m a member at ning, FB and a private forum and I know there are many other private forums other than those you have mentioned. Graham, Emily, Pieter, Rexon, and all the rest of the crew are awesome and work very very hard to make this all work….WildEarth truly does ROCK…
Stacy,
Thank you. Lots of great reminders here to help nonprofits and how to build an ecosystem.
i’ve been considering a ning community.
yours, m
Excellent post. I follow Wild Eath to on Twitter. Even better is to go to Djama Game Reserve! I have been there and love it.
And as you say they have certainly mastered Social Networking.
Claudia’s last blog post..Frank Kern is so darn Sexy
Great post Stacy! We are so proud of what these guys have been able to do! There is no one to my knowledge here in SA who have taken social media to this level!
They are situated about 3 hours drive from where I am
Can’t wait for the interview!
@peterdtza
I To Have Been With Wildearth Since 2007, I Remember When There Were Only 80 Slot All Over The World To Watch Wildearth.Boy Your Finger Got Really Sore And Tried From Clicking The Mouse Just To Hope And Get On The “Tank”.Boy Now They Have Came Along Way Unlimted Setting On The “Jigger” now. Graham & Emily(His Wife)
And All The Wildearth Crow Have Done A Outstand Job. ” It’s In There Nature”.
Audrey Kepka (USA Pittsburgh ,Pa)
I also have been a rabid WildEarth participant since its launch. Thanks to Graham and Emily and their grand vision, and the hard work of the WE Crew, it has become an integral part of my day. Graham has truly given the world a priceless gift…..of Africa, of wildlife and nature, and equally important…this social ecosystem. Thankful just isn’t enough.
You have hit the nail on the head about WE. It amazes me daily that I am part of a wonderful network of people who are avid fans of WE and what WE stands for.
I have had the pleasure of helping with the WE Angels and helping Graham and Emily out with certain project aspsects. You have no idea just how amazing Graham, Emily and the whole WE Team are. Many members are quite active with tweets, admin duties on various sites, helping with the WE Angel projects….amazes me that our WE Family is this tight.
Thanks for the awesome post Stacy! (any other Stacy certainly knows what she is talking about in my books lol)
Stacy’s last blog post..Water for Dixie
Hi Stacy. My name is Carm and I am a WE live drive addict.
Thanks for the great blog on WE. I could not have explained it better myself.
WE runs and maintains one of the most exciting educational programs I’ve come across. I have been watching since the beginning when we were all scuffling for a limited number of internet slots on the drives. Since the beginning, there has never been a drive that lacks fresh and interesting information. I also love the excitement of expecting the unexpected. Yep, there have been more than a few notable surprises before our eyes on WE live-time internet that I will never forget. I am proud to be a member of the magnificent social ecosystem called WildEarth. Making a difference in the lives of others, while having too much fun on live safari drives rules.
PS: Having done an interview with him in the recent past, I must say, Graham Wallington is one of the most pleasant, informative, and interesting folks I’ve ever had the pleasure of interviewing. I look forward to seeing your interview with him here.
I, too, had one of the 80 slots on the “Tank” April 27th, 2007. Immediately Africa and WE became an intergal part of my life – and continues to be thanks to all the hard work by everyone associated with WE. Thank you Stacy for the complimentary post. Thank you Graham for your vision, charisma and perserverence!
I’m another who is addicted to WildEarth.tv. Been watching over a year, and what is presented to us by the crew and staff is beyond words. Thanks for the excellent write-up, Stacy.
Thank you for an excellent blog on WildEarth.tv. I, too, am a WE.TV viewer and have watched them expand. Graham and Emily and the entire staff of WE.TV are extremely hard workers and they are never satisfied — always looking for a better way to do things. I actually have my computer record the drives while I’m working and sleeping, have tweats sent to my phone so I can get an idea of the time that the sitings happen (or when their professional guides share their vast knowledge), and try to check into my Ning account to see what’s going on with the community at least weekly and look forward to weekends so I can watch the drives live. WE.TV absolutely is the best.
Thanks Stacy. No one deserves the kudo’s more than Graham and his crew. I stumbled upon Wildearth by accident in the early days when getting on to watch a drive was almost impossible and have been an avid fan from the beginning. I am proud to be a part of the WE family and will sing their praises to anyone who will listen. WE is amazing, informative, fun, and always full of surprises. WE truly are a worldwide family and love to share our addiction with anyone who is interested.
Hi, fellow Michiganian!
As you can see, there are many of us WE addicts out there!
Wait until you see and hear Pieter and Lieschen. They will be back Thursday and they are ace!!
From East Lansing, Michigan USA
Hi “redhead”,
I’m a so glad I found this posting and your blog (Social Media Today group via LinkedIn). I’ve shared it and will continue to follow. Great example!
Cheers,
From another redhead
Great post, Stacy. Gives me an idea for a CSR project I am working on.
Will continue reading your blog
Silvia
Twitter Comment
@LindsayMAllen AfriCam evolved into http://www.wildearth.tv, I’m a big advocate/friend of theirs [link to post]
– Posted using Chat Catcher
I think WE is only concerned with viewership and money. They do not respect the wildlife that they chase to get on film. Drive of road chasing down that animal all their viewers want to see. What are they driving over when they go off road? How many nest, burrows, homes, of some insect or animal are they destroying?
What was that Leopard doing where was it going, to hunt food, to mate, when the tucks with their spotlights start following it and most times chasing it?
Stacy I think you should do a Little more investigating into Wild Earth TV, you may be surprised how many complaints you find.
I must say I agree, I like what Wild Earth seem to be doing. Twitter can be a great way to provide exposure to a business or content much like this example has provided. Now if marketers would just stop trying to spam me…
.-= Barbara´s last blog ..Obama for Pres! =-.