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Mixing Web 1.0 and 2.0 for Earth Day

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Social media tools offer new ways to engage the public in protecting the environment. But the point is still good communication, not just using cool tech.

For Earth Day, the US Environmental Protection Agency uses a mix of Web 1.0 tools like home page banners and email lists and Web 2.0 concepts like widgets and podcasts to help people protect the environment.

Mixing Web 1.0 and 2.0 for Earth Day

  1. 1. EPA’s Earth Month 2010 Mixing Web 1.0 & 2.0
  2. 2. Web 2.0 is a Set of Tools <ul><li>Just like Web 1.0, use as appropriate </li></ul><ul><li>Focus first on the mission, not the tools </li></ul><ul><li>Mix ‘em up as needed </li></ul><ul><li>Don’t go nuts </li></ul><ul><li>Make sure you understand before using, but also try stuff out </li></ul>
  3. 3. EPA and Earth Day 2010 (Remember communications 101) <ul><li>Goal: Get people to protect the environment </li></ul><ul><li>Audience: everyone </li></ul><ul><li>Side goal: conserve limited resources </li></ul><ul><ul><li>Repackage existing content </li></ul></ul><ul><ul><li>Build on past efforts </li></ul></ul>
  4. 4. We began gathering ideas and planning in late January (Earth Day month is April)
  5. 5. In 2007, we created daily tips. The tips page had an email “subscribe” link. epa.gov/earthday/tips.htm
  6. 6. Each tip linked to Web 1.0 content
  7. 7. We emailed a tip each day – weekends, too. By April 2010, 40,000 people had subscribed
  8. 8. We also highlighted items in other places. In 2010, the GoGreen! Newsletter went to about 60,000 subscribers. epa.gov/gogreen
  9. 9. In 2008, we created a tips widget. People added it to their Web pages. epa.gov/widgets
  10. 10. It gets over 1 million views/month! Publicity = more people getting information
  11. 11. In 2009, we recorded all 30 tips as podcasts. English and Spanish. - over 16,000 “downloads” in April 2009
  12. 12. 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
  13. 13. 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
  14. 14. In 2010, we created a participatory video project : It’s My Environment
  15. 15. It’s My Environment <ul><li>In 10 seconds, show a simple environmental action and pass a sign across the screen </li></ul><ul><li>We provided signs in 18 languages </li></ul><ul><li>Repeatedly promoted in Facebook, Twitter, and email </li></ul><ul><li>Accepted initial entries March 15-April 15 </li></ul><ul><li>Published first compilation on Earth Day (April 22) </li></ul><ul><li>Results </li></ul><ul><ul><li>Instructional/promo video has 4000 views (3 rd -most-viewed) </li></ul></ul><ul><ul><li>87 initial entries, 41 in first compilation </li></ul></ul><ul><ul><li>Several entries in other languages (including sign language) </li></ul></ul><ul><ul><li>First compilation has 3400 views </li></ul></ul><ul><li>Still accepting entries, & we’ll do more compilations </li></ul><ul><li>http://www.epa.gov/earthday/video </li></ul>
  16. 16. Use Secondary Content <ul><li>Reminder: goal was to get people to protect the environment </li></ul><ul><li>Primary content: tips </li></ul><ul><li>Secondary content gets people excited </li></ul>
  17. 17. We have other widgets .
  18. 18. Blog entries mentioned Earth Day blog.epa.gov
  19. 19. In 2008 and 2009, we did photo projects. Flickr helped manage public viewing and we featured photos on our site.
  20. 20. <ul><li>EPA Launches Interactive Web Tools in Celebration of Earth </li></ul><ul><li>Month EPA to Public: Earth Day is Every Day </li></ul><ul><li>Release date: 04/02/2009 </li></ul><ul><li>Contact Information: Enesta Jones, 202-564-7873 / 4355 / jones.enesta@epa.gov; En español: Lina Younes, 202-564-4355 / younes.lina@epa.gov </li></ul><ul><li>(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. </li></ul><ul><li>Here is a list of several interactive tools that are currently available on EPA's Earth Day site ( http://www.epa.gov/earthday ): </li></ul><ul><li>Daily environmental tips via email: http://www.epa.gov/earthday/tips.htm </li></ul><ul><li>Put the environmental tips widget on your own Web page, blog, or social networking profile: http://www.epa.gov/widgets/ </li></ul><ul><li>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/ </li></ul><ul><li>Join us around the country or get our take home kit: http://www.epa.gov/earthday/events.htm </li></ul>In previous years, we sent news briefs. In 2010, we emailed 60,000 people. We didn’t just hope people would find stuff.
  21. 21. <ul><li>Combined Web 1.0 and 2.0 to push existing content. </li></ul><ul><li>Created opportunities for people to contribute. </li></ul><ul><li>Used a variety of skills: </li></ul><ul><ul><li>Program information, podcasts, graphics, news writing, Web page coding, management input . </li></ul></ul><ul><li>Linked – up and down. </li></ul><ul><ul><li>Tips >Web pages, Web pages >Tips </li></ul></ul><ul><li>Publicized. And people picked it up. </li></ul>Summary
  22. 22. Contact info <ul><li>EPA Earth Day Online </li></ul><ul><ul><li>Earth Day: http://www.epa.gov/earthday </li></ul></ul><ul><ul><li>Pick 5 for the Environment: http://www.epa.gov/pick5 </li></ul></ul><ul><ul><li>EPA blog, Greenversations </li></ul></ul><ul><ul><ul><li>Our site: http://blog.epa.gov </li></ul></ul></ul><ul><ul><ul><li>Twitter: http://twitter.com/greenversations </li></ul></ul></ul><ul><ul><li>It’s My Environment: http://www.epa.gov/earthday/video </li></ul></ul><ul><li>Jeffrey Levy </li></ul><ul><ul><li>Twitter: http://twitter.com/levyj413 </li></ul></ul><ul><ul><li>Slideshare (presentation slides, including this one): http://slideshare.net/levyj413 </li></ul></ul>
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Social media tools offer new ways to engage the public in protecting the environment. But the point is still good communication, not just using cool tech. For Earth Day, the US Environmental Protection Agency uses a mix of Web 1.0 tools like home page banners and email lists and Web 2.0 concepts like widgets and podcasts to help people protect the environment.

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