Mixing Web 1.0 and 2.0 for Earth Day

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    Mixing Web 1.0 and 2.0 for Earth Day - Presentation Transcript

    1. EPA’s Earth Month 2009 Mixing Web 1.0 & 2.0
    2. Web 2.0 is a Set of Tools
      • Just like Web 1.0, use as appropriate
      • The point is the mission or goal, not the tools
      • Mix ‘em up as needed
      • Don’t go nuts
      • Make sure you understand before using, but also try stuff out
    3. EPA and Earth Day 2009 (Remember communications 101)
      • Goal: Help people learn how they can protect the environment
      • Audience: everyone
      • Side goal: To conserve limited resources, package existing content
    4. We began gathering ideas and planning in late January (Earth Day month is April)
    5. First, we created daily tips. The tips page had an email “subscribe” link. epa.gov/earthday/tips.htm
    6. Each tip linked to Web 1.0 content.
    7. We emailed a tip each day – weekends, too. Over 23,000 people subscribed
    8. We also highlighted items in other places. GoGreen! Newsletter went to about 27,000  subscribers. epa.gov/gogreen
    9. We turned the tips into a widget. People added it to their Web pages. epa.gov/widgets
    10. It got over 1 million views that month! Publicity = more people getting information
    11. We recorded all 30 tips as podcasts. English and Spanish. - over 16,000 “downloads” before the end of April
    12. With “Pick 5 for the Environment” we invited people to commit to action , then share their stories online. 1200 people signed up Pick 5 concept: April 3 Pick 5 launch: April 22
    13. We put “Pick 5” where people go – Facebook, flickr, YouTube, and Twitter. 800 fans 600 app users
    14. We created highly-visible banners on EarthDay site to lead users to features (using last year’s photo contest entries)
    15. Use Secondary Content
      • Reminder: goal was to help people learn how they can protect the environment
      • Primary content: tips
      • Secondary content gets people excited and interested so they want to learn
    16. We used other widgets .
    17. We made videos on Earth Day topics. Videos also linked to EPA content.
    18. Key blog entries mentioned Earth Day blog.epa.gov
    19. We did a photo project. Flickr helped manage public viewing and we featured photos on our site.
    20. We did a video project. YouTube helped manage public viewing and we featured videos 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
      One news brief tied everything together before the month started. We didn’t just hope people would find these.
    21.  
      • We combined Web 1.0 and 2.0 to push existing content.
      • Used a variety of skills across Web 1.0, 2.0
        • Program information, podcasts, graphics, news writing, Web page coding, management input.
      • We linked – up and down. TIPS >Web pages, Web pages >TIPS.
      • We publicized. Others did too.
      Summary
    22. 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
      • Jeffrey Levy
        • Twitter: http://twitter.com/levyj413
        • Blog: http://levyj413.wordpress.com

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