happyfrog.ca

Client: happyfrog

The founders of happyfrog.ca wanted help building an online directory of sustainability-oriented businesses and organizations. But they envisioned much more than a directory—they imagined a place where users could play a key role in greening their neighbourhoods through their participation on happyfrog.ca. Members would help each other find and support environmentally-conscious businesses and organizations, and in turn those businesses and organizations would get valuable exposure. The happyfrog team knew that green-minded consumers are more likely to trust recommendations from their peers than traditional advertising campaigns. Social Signal worked with happyfrog to transform a listings database into a dynamic Drupal-powered site where empowered users actively promoted and discussed their favourite products and causes. The site launched in 2007.

How we helped

• We guided the happyfrog team through a concept development that helped them clarify their goals and determine the best tools for achieving those goals.
• In consultation with developers, we drew up technical specifications for converting a listings database for use in Drupal, along with workflow and content types.
• We managed a development team through the initial configuration, maintenance and bug-fixing stages in bulding the site .

happyfrog screenshot

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Impact

In its first year, happyfrog.ca was named one of the three Best Websites for Local Living by the Georgia Straight. Soon afterwards, happyfrog.ca merged with 3rd Whale; linking the happyfrog directory and social networking platform with 3rd Whale's mobile application.

Lessons

The evolution of happyfrog.ca more than validated our deeply-held belief that social media can create meaningful social change. The users of happyfrog.ca collectively helped green businesses and organizations to succeed and grow. Using social networking to improve the world: nothing could make us happier or prouder.