About Canadian Difference
The Objectives
- Encourage a bilingual, national discussion around topics that are important to Canada
- Explore core themes including Indigenous Peoples, Multiculturalism, and Canada in the World
- Gain a broader understanding of the concept and role of Mutual Accommodation
- Utilize the collective contributions as a valuable, sustainable and open point of reference to help strengthen Canada’s identity and shape practical solutions to current and future challenges
The Solution
- A unique online community with a rotation of core themes, each focusing on a time-limited topic and led by “Differentiators”, or Subject Matter Experts
- The opportunity to explore different aspects of a topic through multiple, bilingual discussion threads
- The concept and development of a unique Difference Ranking system – a more insightful way to enable members to recognize each other’s valuable contributions to the discussion
- The ability to engage visitors since they can see the moderated discussions, but requiring membership for active participation
The Result
- A very successful series of 30 open discussions, led by a total of 22 Subject Matter Experts
- An average growth of 7% in members month over month with an average site traffic of 2,400 sessions/month
- The engagement of over 500 Canadians through regular e-newsletters
- Creating brand awareness in both English and French languages to over 1 million Facebook and Twitter users
- Engagement through social media platforms resulting in direct membership growth of 350 users
Details
- Client: Private Funders and Trent University
- Date: Launched in 2016
- Category: Online Communities