Promoting the Combined Federal Campaign with Social Media

Promoting the CFC with Social Media

by

Ari Herzog

Principal and Online Media Strategist

Ari Herzog & Associates

August 17, 2009

Who am I?

" The message is not about the charity. The message is about why the messenger cares. "

- Katya Andresen, Network For Good

WEB 1.0

Read only

Top down

Knowledge management

Computing

Bacteria

WEB 2.0

Read/write

Bottom up

Knowledge sharing

Cloud computing

Virus

Please clap your hands.

Don't stop until I say stop.

"At the end of the day, it's not even about collecting information on your portals. The best way to make yourself web 2.0 is actually to expose your data in ways that let other people re-use it."

- Tim O'Reilly, Government Thinking About Web 2.0

Sylvia Sweets Tea Room, corner of School and Main streets, Brockton, Mass.

Uploaded January 8, 2008 with assorted notes, subjects, call number, etc.

20+ comments from Jan 2008 to March 2009

Library of Congress on Flickr

Internal meetings began early 2007

Zero staff members worked full-time on this project!

Purchased a Flickr Pro account at $24.95/year

Developed a custom upload app w/ java and marc4j

1-time cost of 222 hours of tech programming over 6 months

Uploaded 3,100 photos in January 2008

Ongoing costs involve a 7-member team, equivalent to 1 FTE (including tracking LOC photo usage on external blogs, communications, etc)

… 24 Hours Later

All 3,100+ photos viewed

392,000 views on the photostream

650,000 views of photos

1.1 million total views on LOC account

420 photos had comments

1,200 photos were favorited

… 9 Months Later:

5,621 photos as of 3/19/09

15 WW1 panoramas (in remembrance of Veteran’s Day coordinated with other Commons members)

10M+ views, 7,166 comments, and 67K+ tags

Site averages 500,000 views a month

Flickr members favorited 79% of photos

Since March, 50 photos from the Bain News Service collection are added each Friday

Between Jan - May 2008, average LOC PPOC websites rose 20% per month, compared to 2007

Connected Transactional: G2C (pay taxes, renew licenses, 2-way comm, 24x7) Interactive (download forms, apps, and portal) Enhanced (archived links to regulations, reports, newsletters) Emerging (website, links, static)

Top 10 UN Member Nations