Mixing Web 1.0 and 2.0 for Earth Day

EPA’s Earth Month 2010 Mixing Web 1.0 & 2.0

Web 2.0 is a Set of Tools
Just like Web 1.0, use as appropriate
Focus first on the mission, not the tools
Mix ‘em up as needed
Don’t go nuts
Make sure you understand before using, but also try stuff out

EPA and Earth Day 2010 (Remember communications 101)
Goal: Get people to protect the environment
Audience: everyone
Side goal: conserve limited resources
Repackage existing content
Build on past efforts

We began gathering ideas and planning in late January (Earth Day month is April)

In 2007, we created daily tips. The tips page had an email “subscribe” link. epa.gov/earthday/tips.htm

Each tip linked to Web 1.0 content

We emailed a tip each day – weekends, too. By April 2010, 40,000 people had subscribed

We also highlighted items in other places. In 2010, the GoGreen! Newsletter went to about 60,000 subscribers. epa.gov/gogreen

In 2008, we created a tips widget. People added it to their Web pages. epa.gov/widgets

It gets over 1 million views/month! Publicity = more people getting information

In 2009, we recorded all 30 tips as podcasts. English and Spanish. - over 16,000 “downloads” in April 2009

In 2009, we also invited people to commit to action with “Pick 5 for the Environment.” In 2010, we revamped & went international. Pick 5 concept: April 3 Pick 5 launch: April 22

We put “Pick 5” where people go – Facebook, Flickr facebook.com/epapick5 2800 fans flickr.com/groups/epapick5/ 109 members, 700 photos We initially also tried a YouTube group, but didn’t get much

In 2010, we created a participatory video project : It’s My Environment

It’s My Environment
In 10 seconds, show a simple environmental action and pass a sign across the screen
We provided signs in 18 languages
Repeatedly promoted in Facebook, Twitter, and email
Accepted initial entries March 15-April 15
Published first compilation on Earth Day (April 22)
Results
Instructional/promo video has 4000 views (3 rd -most-viewed)
87 initial entries, 41 in first compilation
Several entries in other languages (including sign language)
First compilation has 3400 views
Still accepting entries, & we’ll do more compilations
http://www.epa.gov/earthday/video

Use Secondary Content
Reminder: goal was to get people to protect the environment
Primary content: tips
Secondary content gets people excited

We have other widgets .

Blog entries mentioned Earth Day blog.epa.gov

In 2008 and 2009, we did photo projects. Flickr helped manage public viewing and we featured photos on our site.

EPA Launches Interactive Web Tools in Celebration of Earth
Month EPA to Public: Earth Day is Every Day
Release date: 04/02/2009
Contact Information: Enesta Jones, 202-564-7873 / 4355 / jones.enesta@epa.gov; En español: Lina Younes, 202-564-4355 / younes.lina@epa.gov
(Washington, D.C. – April 1, 2009) The first Earth Day started 39 years ago when 20 million Americans decided we needed to do something about our environment. To begin Earth Month, EPA is launching several on-line communication tools to help educate Americans about how to protect their health and their environment.
Here is a list of several interactive tools that are currently available on EPA's Earth Day site ( http://www.epa.gov/earthday ):
Daily environmental tips via email: http://www.epa.gov/earthday/tips.htm
Put the environmental tips widget on your own Web page, blog, or social networking profile: http://www.epa.gov/widgets/
Listen to the daily audio tip podcast from EPA employees around the country. The podcast will be available for download and for free subscription on iTunes: http://www.epa.gov/earthday/podcasts/
Join us around the country or get our take home kit: http://www.epa.gov/earthday/events.htm
In previous years, we sent news briefs. In 2010, we emailed 60,000 people. We didn’t just hope people would find stuff.

Combined Web 1.0 and 2.0 to push existing content.
Created opportunities for people to contribute.
Used a variety of skills:
Program information, podcasts, graphics, news writing, Web page coding, management input .
Linked – up and down.
Tips >Web pages, Web pages >Tips
Publicized. And people picked it up.
Summary

Contact info
EPA Earth Day Online
Earth Day: http://www.epa.gov/earthday
Pick 5 for the Environment: http://www.epa.gov/pick5
EPA blog, Greenversations
Our site: http://blog.epa.gov
Twitter: http://twitter.com/greenversations
It’s My Environment: http://www.epa.gov/earthday/video
Jeffrey Levy
Twitter: http://twitter.com/levyj413
Slideshare (presentation slides, including this one): http://slideshare.net/levyj413

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Mixing Web 1.0 and 2.0 for Earth Day

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