Common Knowledge Social Networking Experience overview 3 4-2011
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Common Knowledge Social Networking Experience overview 3 4-2011 Common Knowledge Social Networking Experience overview 3 4-2011 Presentation Transcript

  • March 4, 2011
    1
    Social Networking
    Clients & Projects Overview
  • Questions about this Presentation
    What is this presentation?
    This deck presents an overview of the social networking, social media, and community projects completed by Common Knowledge in conjunction with our nonprofit clients.
    Over what period of time were these projects completed?
    We have been actively engaged in developing, promoting and managing online communities since 2006. The first of these sites launched in December 2006 and most are still live and continuing to expand today.
    What is NOT presented here that you should know?
    This is an overview. It highlights the work that we’ve done, but it does not begin to describe all of the strategy, best practices, processes and methodology incorporated into this work by Common Knowledge for our clients.
    March 4, 2011
    2
  • RA Connect
    Arthritis Foundation
    March 4, 2011
    3
  • Arthritis Foundation
    Social Networking Strategy
    • Multiple social networking communities
    • Communities target individual segmentsex. Rheumatoid Arthritis, Event Participants
    • Communities share a common social networking platform
    • Incorporates single sign-on with enterprise CRM
    • Members cross-pollinated across communities
    4
  • Arthritis Foundation
    “Connecting people with Rheumatoid Arthritis”
    Rheumatoid Arthritis community site presented on the Arthritis Foundation homepage.
    Friday, March 04, 2011
    5
  • Arthritis Foundation
    2003: Arthritis Community 1.0
    Chats
    Discussion Group
    Personal Pages
    Audio Success Stories
    Goal: Peer-to-Peer Support; Acquisition & Cultivation
    History of Community Building at Arthritis Foundation
    Friday, March 04, 2011
    6
  • Arthritis Foundation
    Arthritis Community 1.0 Observations
    Chats were not popular (“critical mass problem”)
    Success stories were expensive to collect (“Audio”)
    Personal pages under-utilized (“not customizable”)
    Discussion Groups were very popular
    Friday, March 04, 2011
    7
  • Arthritis Foundation
    Features
    • Discussion Groups
    • Blog
    • Profiles (Robust)
    • Podcasts
    Fast-forward to 2008 with Community 2.0
    Friday, March 04, 2011
    8
  • Arthritis Foundation
    Strong emphasis on AF’s expert content within the community.
    Friday, March 04, 2011
    9
  • Arthritis Foundation
    Promote community engagement at the same time.
    Friday, March 04, 2011
    10
  • Generation Two
    Discussion groups are central to the growth of this community.
    Friday, March 04, 2011
    11
  • Arthritis Foundation
    An example of a discussion posted within the community.
    Friday, March 04, 2011
    12
  • Arthritis Foundation
    Discussion thread showing individual postings and members.
    13
  • Arthritis Foundation
    Detailed view of a posting and member.
    14
  • Arthritis Foundation
    Detailed view of a member profile.
    15
  • Arthritis Foundation
    Detailed view of profile tabs.
    Friday, March 04, 2011
    16
  • Arthritis Foundation
    Member photos on profile.
    17
  • Arthritis Foundation
    Friends on member profile.
    18
  • Arthritis Foundation
    Cross-pollinating members from RAConnect to 2nd community –
    Lets Move Together (Event Participants).
    19
  • Lets move together
    Arthritis Foundation
    March 4, 2011
    20
  • Arthritis Foundation
    March 4, 2011
    21
    Lets Move Together. This site engages event participants in activities and community to remain active from this year’s event into next year’s event.
  • Arthritis Foundation
    March 4, 2011
    22
    Community section incorporates rich media, blogs, success stories, resources, and more.
  • Arthritis Foundation
    March 4, 2011
    23
    Once again the discussion groups play an integral role in attracting and engaging Lets Move Together community members.
    Note the same software platform for discussion groups here as with RAConnect.
    It is important for Arthritis Foundation that all of their community sites be dual-branded – for the particular site/community and for AF more generally.
  • Arthritis Foundation
    March 4, 2011
    24
    One of the Lets Move Together “citizen bloggers”.
    Part of the blogging strategy is to recruit and promote a limited number of “everyday citizens” living with Arthritis. They share their experiences and act as role models for the community.
  • Team Activity center & Community
    Arthritis Foundation
    March 11
    25
    © 2010 Common Knowledge
  • Custom Application
    March 11
    26
    © 2010 Common Knowledge
  • Custom Application
    March 11
    27
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    This PHP-based custom application is deployed to help members of Arthritis Foundation’s Lets Move Together online private social network to join a team, set joint daily exercise goals, record their daily exercise, and connectwith team mates to coordinatetraining and team activities.
    © 2010 Common Knowledge
  • Custom Application
    March 11
    28
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    The Enter Activity page assistscommunity members to add theirdaily exercise results into the teamactivity log. Application tracks goal vs. results, and accumulatesmore than 20 different types of activity, and variable intensity levels.
    Activity Logging Form
    © 2010 Common Knowledge
  • March 11
    29
    Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    Most activities within the Movement Tracker support social sharing of activities or results. Current social sharing feature focuses on Facebook and Twitter.
    Activity Logging Form – Social Sharing
    © 2010 Common Knowledge
  • March 11
    30
    Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    The Activity Report presents an overview and detail report of each member’s activity to date, including actual vs. goal barometer and social share option – “Forward results to a Friend”.
    Activity Report
    © 2010 Common Knowledge
  • March 11
    31
    Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    The My Goal page assists the member in setting an exercise goal (ex. 100 minutes per week). Here again, passive and active FB and Twitter social share is presented to the member.
    My Goal
    © 2010 Common Knowledge
  • March 11
    32
    Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    The My Crew page reports on the member’s team results, displays all team members, connects all team member via the “Crew Forum”, and offers a chance to get the Movement Tracker Badge.
    My Crew
    © 2010 Common Knowledge
  • Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    The Movement Tracker Badge links the member’s Movement Tracker account (and activity results) to the badge which can be displayed on a member’s Facebook, Myspace or Lets Move Together private network profile, and on any web page or blog.
    Movement Tracker Badge
    © 2010 Common Knowledge
    33
  • March 11
    34
    Custom Application
    ClientArthritis Foundation
    ProjectLets Move TogetherMovement Tracker
    Description
    Here we show the Movement Tracker Badge displayed on the member’s Lets Move Together private social network profile.
    The badge is compatible with other social networks such as Facebook, Myspace and any web page or blog.
    Movement Tracker Badge
    on Private Network Profile
    © 2010 Common Knowledge
  • Fairdebate.org
    Federation for American Immigration Reform
    March 4, 2011
    35
  • Federation for American Immigration Reform
    March 4, 2011
    36
    Purpose
    Engage young audience in the immigration reform debate.
    Messaging
    The growing American population (from immigration) is threatening the environment. Get Involved. Make a difference.
    Audience
    Millenials
    Features
    Profiles, rich media, discussion, ask the expert, mobile, etc.
    FAIRDebate.org: FAIR wanted to engage the next generation in the immigration reform debate in a way that would resonate for them – stylistically, technologically, and via suitable messaging.
  • Climate crossroads.org
    Sierra Club
    March 4, 2011
    37
  • Sierra Club
    March 4, 2011
    38
    Purpose
    “Go-to” destination for content and community related to climate change.
    Messaging
    A Cool Place to Connect
    Audience
    Enviro’s;Gen-X & Boomers
    Features
    Profiles, photos, video, blogs, discussion, expert content, recipes, local events, and more.
    Climate Crossroads is one of four social networking communities from Sierra Club.
  • Sierra Club
    March 4, 2011
    39
    The site features four content areas: Explore, Enjoy, Protect …and Connect. (the first three are in SC’s tag line).
    This page is the “Enjoy” section where Sierra Club repurposes consumer-oriented climate change content from its many properties– Sierra Magazine, Sierra Radio, Sierra Club Blogs, Green Life eNewsletter, Insider eNewsletter, along with a “roundup” of daily news in the form of an automated newsfeed, and recipes for sustainable living.
    This page, like many pages on the site intelligently cross-promotes other site sections to maximize site visit duration.
  • Sierra Club
    March 4, 2011
    40
    This page is the “Protect” section, focusing on citizen advocacy.
    The center-column content is individual e-actions related to climate change – all sourced from Sierra Club (for now).
    Over time, the intention is to partner with other environmental nonprofits to present a broad cross-section of activity types and local events to engage site visitors.
    While the community function – environmentally-minded peers meeting, talking and interacting – is an important part of the site, the ability to produce real change against the goals of the climate change agenda is important.
    Jointly we’ve set the goal of having a 50/50 split between community and content/action. In other words, this is not uniquely a community site.
  • Sierra Club
    March 4, 2011
    41
    Discussion groups which are used to connect members on key sub-issue areas.
    Increasingly, we find that the site is useful as a substitute or addition to campaign micro-sites as it facilitates quick and easy content management, interaction, discussion, and other tools.
    The Climate Crossroads team is promoting the site broadly on climate change, and in a very targeted manner, pulling in visitors on individual sub-issues like coal mining/energy, nuclear energy, sustainable farming, green products, etc.
  • Sierra student coalition
    Sierra Club
    March 4, 2011
    42
  • Sierra Club
    March 4, 2011
    43
    Purpose
    Platform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues.
    Messaging
    The National Student Chapter of the Sierra Club
    Audience
    College students
    Features
    Profiles, photos, video, blogs, discussion, expert content, local events, and more.
  • Sierra Club
    March 4, 2011
    44
    Purpose-built community site with messaging, content, style and creative all tuned for the target demographic – college students.
    Issue areas, content, and community building/management are all coordinated by students.
    This site leverages the same base social networking software and CRM solution (via single sign-on) as Climate Crossroads.
  • Trails
    Sierra Club
    March 4, 2011
    45
  • Sierra Club
    March 4, 2011
    46
    Purpose
    Provide the largest collection of hikes and hikers in the U.S.
    Messaging
    Share your favorite places to hike, bike and paddle…
    Audience
    30-55+, hikers (initially)
    Features
    Hikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more.
    The unique challenge here is to stimulate enough interest to grow the database of trails
    which are all contributed by the community.
  • Sierra Club
    March 4, 2011
    47
    Fields Describing a Trail
    • Trail Name
    • Trail Description
    • What to Expect
    • Trailhead Location
    • Accessing the Trail
    • Property Access
    • Dangers/Other Considerations
    • Trail Details
    • Trail Map
    • Social: Fans, Ratings, Reviews
    A trail detail page showing the information presented for each trail.
  • AbilityPath
    Community Gatepath
    March 4, 2011
    48
  • March 4, 2011
    49
    Purpose
    Provide content, community and services to parents of young children with special needs.
    Messaging
    Support for parents of children birth to 5 years with special needs.
    Audience
    Parents & other caretakers of developmentally delayed children
    Features
    Profiles, photos, video, blogs, discussion, expert content, services and more.
  • March 4, 2011
    50
    Parent Profile
    Much like Facebook, the AbilityPath community requires parents to create a profile with a minimum set of information about themselves.
    The community software further rounds out the profile by showcasing the groups, discussions, posts, photos, friends, etc. that this parent is connected to in the community.
  • March 4, 2011
    51
    Groups
    The Groups feature helps to segment the overarching audience of parents into useful sub-groups.
    Examples of sub-groups include geographical (ex. Parents in San Francisco), Diagnosis (Parents of Kids with Autism), or role (secondary caretaker – e.g. grandparents).
  • March 4, 2011
    52
    Blogs
    “Expert” blogs feature subject matter experts and are highlighted/promoted around the site.
    “Community” blogs are written by individual parents sharing their experiences. These blogs are presented with the parent’s profile.
  • 53
    Educational Content
    One of the high value components of the site is educational content that helps parents to better care and advocate for their child’s health and education.
    This organizational content is purposely intermingled with the community – members, member content.
  • Student portal
    Operation Smile
    March 4, 2011
    54
  • March 4, 2011
    55
    Purpose
    Community of students and student groups supporting Operation Smile with local events and fundraising.
    Messaging
    You have the power to change a life.
    Audience
    Kids, K-8th, High School, and University
    Features
    Profiles, photos, video, blogs, discussion, expert content, services and more.
  • March 4, 2011
    56
    K thru 8th Grade
    One of three student communities within the OS Central web site, the K-8 serves and supports the work of the younger OS supporters in the local club work and their interface with Operation Smile national.
  • March 4, 2011
    57
    Get Involved
    The site effectively recruits site visitors by immediately engaging them with calls-to-action and information about the online communities and the work and benefits of participating in a local Operation Smile student club.
  • Fundraising Badge
    Facebook Application: Alliance for Lupus Research
    March 11
    58
    © 2010 Common Knowledge
  • Facebook Application
    59
    ClientAlliance for Lupus Research
    ProjectFacebook Fundraising Badge
    Description
    Custom FB application installedon member profile page. Assistsevent participants to fundraiseon behalf of nonprofit among member’s FB friend network.
    © 2010 Common Knowledge
  • Facebook Application (Detail View)
    60
    • Displays on profile
    • Org/Event branded
    • Fundraising focused
    • Personalized giving results
    • Personalized donation form link
    • Tabbed navigation
    • Progress meter
    Profile Badge
    © 2010 Common Knowledge
  • Event fundraisers community
    Alliance for Lupus Research
    March 11
    61
    © 2010 Common Knowledge
  • March 11
    62
    Facebook Application
    ClientAlliance for Lupus Research
    ProjectFacebook Fundraising Tab
    Description
    Custom FB application installedon member profile page TAB. Assists event participants to fundraise on behalf of nonprofitamong member’s FB friend network.
    Alternative to earlier profile badge approach.
    © 2010 Common Knowledge
  • Event Fundraisers community
    Alliance for Lupus Research
    March 11
    63
    © 2010 Common Knowledge
  • March 11
    64
    Facebook Application
    ClientAlliance for Lupus Research
    ProjectFacebook Fundraising Tab
    Description
    Custom FB application installedon member profile page TAB. Assists event participants to fundraise on behalf of nonprofitamong member’s FB friend network.
    Alternative to earlier profile badge approach.
    © 2010 Common Knowledge
  • Student Education Platform & Community
    Junior Achievement (Worldwide)
    March 11
    65
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    66
    © 2010 Common Knowledge
  • March 11
    67
    Facebook Application
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    Custom FB application used byJA as supporting education platformfor students participating in the Company Program. FB Application presents interactive, rules-based forms, tools, reports, administration, and social outreach features to assiststudent teams of 16-20 members as they build a fictitious company during a 16-week course. (Examples of various features on following 7 pages)
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    68
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    Company Dashboard displayingthe company information, student team
    directory, announcements, and menuof tools, information and resources.
    Company Dashboard
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    69
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    Tools menu offers 25+ tools and reports to help students build andmanage their company during the16-week course.
    Tools Menu
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    70
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    The interactive PayrollReport presents employeepayroll details via an interactivedrill-down format that helpsstudents to see the supportingdata behind each data fieldon the report.
    Interactive Payroll Report
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    71
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    The interactive Employee Rosterpresents the roles of the 16-20students within the company, withlinks to each profile, friend request, internal messaging, and role edit
    features.
    Interactive Employee Roster
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    72
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    The Receive Inventory formallows students to log physicalinventory as it is produced. Theunderlying database automaticallytracks inventory in, inventory sold, net inventory on hand, andassociated revenue, costs, and net profit.
    Inventory Reception Log Form
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    73
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    The Member Invite feature auto-extracts the member’s Facebookfriend network, and helps the student to a double opt-in inviteto the selected friends.
    In this way, student members assemble their company team.
    Member Invite Feature
    © 2010 Common Knowledge
  • Facebook Application
    March 11
    74
    ClientJunior Achievement
    ProjectJA ‘Company Program’
    Education Application
    Description
    The smart Meeting Attendance form helps the company team to track meeting attendees and record meeting minutes, which are auto-logged and archived. Rightsmanagement ensures all appropriate company employeescan retrieve meeting minutes from the central repository at any time.
    Meeting Attendance Form
    © 2010 Common Knowledge
  • Team fundraising community on twitter
    Operation Smile
    March 11
    75
    © 2010 Common Knowledge
  • March 11
    76
    Twitter Application
    ClientOperation Smile
    Project140 Smiles Fundraising viaTwitter Campaign
    Description
    This application uses the Twitter API’s to tie a 3rd party donation web service to Twitter, thereby helping supporters on Twitter to donate to Operation Smile’s fundraising effort, formed around celebrity teams including lead celebrities Ashton Kutcher, Guy Kawasaki, and MC Hammer.
    © 2009 Common Knowledge
  • March 11
    77
    Twitter Application
    ClientOperation Smile
    Project140 Smiles Fundraising viaTwitter Campaign
    Description
    Here we see the most common process flow – visitors are inspired to give a gift (on the site), where they start a team or add their donation to an existing team, and then they are automatically prompted to tweet out an announcement to their follower base about their donation, asking their base to give as well.
    © 2009 Common Knowledge
  • March 11
    78
    Twitter Application
    ClientOperation Smile
    Project140 Smiles Fundraising viaTwitter Campaign
    Description
    Here we see the Twitter application requesting access to the donor’s twitter account and personal information.
    © 2009 Common Knowledge
  • March 11
    79
    Twitter Application
    ClientOperation Smile
    Project140 Smiles Fundraising viaTwitter Campaign
    Description
    On the left, we see the stream of tweets sent out by the Operation Smile supporters regarding their donations.
    This is a web page presenting the Twitter widget displaying the Tweet-stream for, in this case, Operation Smile’s Twitter account.
    © 2009 Common Knowledge
  • March 11
    80
    Twitter Application
    ClientOperation Smile
    Project140 Smiles Fundraising viaTwitter Campaign
    Description
    Here is the typical tweet auto-generated and pushed out via the donor’s Twitter account regarding their donation to Operation Smile. Note the link to the website to encourage followers to learn more about the campaign and donate.
    © 2009 Common Knowledge
  • Activist network
    Sierra Club
    March 4, 2011
    81
  • Activist Network
    82
    ClientSierra Club
    ProjectActivist Network
    Description
    A community site targeting the ~1,000 “grasstops” activists across the U.S. who support Sierra Club with local environmental projects. The community site supplies the communications, collaboration, and promotional tools for each team to concept, develop and get the word out locally about their project.
    © 2009 Common Knowledge
  • Activist Profile
    83
    © 2009 Common Knowledge
  • Teams
    84
    © 2009 Common Knowledge
  • Projects
    85
    © 2009 Common Knowledge
  • Events
    86
    © 2009 Common Knowledge
  • Forums
    87
    © 2009 Common Knowledge
  • Resources
    88
    © 2009 Common Knowledge
  • Mission volunteer community
    Operation Smile
    March 4, 2011
    89
  • MVAC – Volunteer Recruitment & Management
    90
    © 2009 Common Knowledge
  • MVAC
    March 4, 2011
    91
    ClientOperation Smile
    ProjectMVAC
    (Mission Volunteer Action Center)
    Description
    MVAC is a volunteer acquisitions, credentialing, and management system within a volunteer community.
    The community serves prospect volunteers, volunteers preparing for their medical mission, and the more than 10,000+ medical volunteer alumni.
  • Facebook - Type 1 talk
    Juvenile Diabetes Research Foundation
    March 11
    92
  • Juvenile Diabetes Research Foundation - Facebook Page
    January 2010
    93
  • 94
    Juvenile Diabetes Research Foundation
    Type 1 Talk Campaign
    Facebook Application Page
  • 95
    Facebook Application Page
  • 96
    Facebook Application Page
  • Juvenile Diabetes Research Foundation
    June 2008
    97
  • March 11
    98
    # Events: 75 | # Viewers: 300 | # App Likes: 2,336
  • March 11
    99
  • 100
  • 101
  • June 2008
    102
  • My4-H
    National 4-H
    March 11
    103
  • My4-H Homepage (Activity Feed)
    March 11
    104
  • Homepage (Part 2)
    March 11
    105
  • Event Listing
    March 11
    106
  • Programs: Health Rocks
    March 11
    107
  • Programs: Health Rocks
    March 11
    108
  • MyProjects – Work Tools
    March 11
    109
  • MyProjects – Work Tools
    March 11
    110
  • MyProjects – Work Tools
    March 11
    111
  • MyProjects – Work Tools
    March 11
    112
  • Stop the Seal hunt
    International Fund for Animal Welfare
    March 4, 2011
    113
  • March 4, 2011
    114
    IFAW Seal Campaign Site
    Total Impressions: 33,574,147
    Total Clicks: 29,360
    CTR: .09%
    Community Mbrs 98,000+
    Countries: 26
    Total $$: $130K +30% (Year-over-Year)
  • International Fund for Animal Welfare
    Community Montage: Featured on the homepage; when visitor mouses over each cell in the montage, the Flash module displays the short profile for each member of the community.
    Short Profile: Includes first name, last initial, city, country, testimonial – why I think the seal hunt is wrong, and should be stopped.
    March 4, 2011
    115
  • International Fund for Animal Welfare
    March 4, 2011
    116
    Join the Campaign
    1: Personal Info
    2: Personal Message
    3: Avatar or photo
    4: Audio Message
    Member profile (registration) page
  • International Fund for Animal Welfare
    March 4, 2011
    117
    Community engagement pages for advocacy and fundraising.
    Make a Donation
    Take Action
  • International Fund for Animal Welfare
    March 4, 2011
    118
    Community
    1
    1: Video Podcast
    2: Recent Blog Posts
    3: Recent Comments
    4: Blogroll
    5: MySpace Friends
    6: Tagging
    5
    2
    3
    Commercial social media integrated on the site.
    4
    6
  • International Fund for Animal Welfare
    March 4, 2011
    119
    Photos from the ice, helicopter sand the boats taking part in the seal hunt. Very compelling and sometimes difficult images.
    Commercial social media channels leveraged for additional exposure (YouTube, Flickr).
    Video footage from the field reporting on the seal hunt as it unfolds in real time.
  • International Fund for Animal Welfare
    March 4, 2011
    120
    • Campaign Marketing (Online Advertising Outlets)
    • CampusPlus (college students)
    • CanWest Media Sales
    • Grist
    • GroovyGreen
    • National Geographic
    • Treehugger
    • Tribal Fusion, Inc.
    • Undertone Networks
    • USA Today (targeted)
    • Yahoo! (targeted: Pets/Animals)
    • ENN (Online Enviro Community)
    • Assorted Blog Ads
    • Online College Newspapers
    • Local Newspaper -Ottawa Citizen
    • Assorted Blog Ads
    • Animals
    • Women
    • Progressive
    • Political
    • Others
    • Online College Newspapers
  • END
    March 4, 2011
    121