Fly the Flag Campaign

Goals –Raise funds around summer holidays –Increase engagement of house file –Increase house file –Demonstrate value and service to constituents for online engagement –Leverage Flag Day/4 th of July holidays for VFW Develop Social Networking channels –New exposure mechanism –Find new audiences –Build “face” of VFW

Why Explore SN? Building communities –Connect with new audiences –Find new voices –Adding additional touch-points Be part of a conversation –Position your organization into dialogue important to other people –Tap into the tentacles Develop new channels –New exposure mechanism –Foster new messengers/advocates –Learn what people are saying about your organization

Keys to Social Networking Don’t make it pr—it’s the voice of your constituents—not the organization Invite participation Create the tentacles –Tagging –RSS feeds

2.0 Conversion Pathway Joins Sees View pictures Read blog Reads article Watches tweets Joins Comments Follows Tags Comes out of the shadows Uses a photos Engages Participate in conversations Finds new people Uploads photos Submits photos Recruiting more people Getting comments Converts Captured in off-line activities Donates Advocates Volunteer Newsletter

Google Maps Show geographic spread Select icons/flags/pins as desired Real time and immediate Searchable across internet and social network outlets Integrate data with Convio

Google Maps -Personalized information about constituents -Control level of granularity of display -Link to additional sites/information

Fly the Flag Google Maps Goals –Offer compelling interactive engagement opportunity for existing constituents –Develop new channel to reach audiences participating in social networking sphere Activities: –Plant a flag based on branch of service and location –Get a star on your flag if donor –Invite friends Measurements –Participation among current constituent file –External participants –Conversion to new house file members –Traffic to Google Map

Google Maps resources Build map Image development Integrate content and messaging Identify granularity level Develop data integration map and process Administrator process

Flickr Raise profile in already vibrant communities Capture attention and engagement among public

Nature Conservancy Photo Contest Primary Site: –Announce campaign – campaign to existing constituents –Drive people through to Flickr group –Must register on site to vote for winner –SEM activities to drive people through to site to see pictures

Flickr Group –Drives people through to main site to vote on photos –Photos tagged for enhanced searching across Flickr and other SN initiatives –SEM activities driving people through to Flickr Group to see/upload photos

Fly the Flag Photo Contest Hang your flag (using VFW recommended etiquette, of course!) Take a picture of the flag flying outside your house Load to Flickr group with suggested tags Send a Flag Day etiquette eCard to friends inviting them to hang their flag and participate in this campaign Vote on favorite photo for 4 th of July at vfw.org

Flickr Resources Integrate Flickr content into Fly the Flag campaign and messaging Secure position on vfw.org and in newsletters Develop Convio-based survey for voting Create group –Administrative review procedures Tagging –Monitor flag-related tags –Tag photos

Photo Mashups

Photo Mashup Fun and engaging presentation of how submitted photos unite for organizational impact Collect photos into collage for big/nice presentation Develop background image and show the photos of people in the general image view.

Fly the Flag Activities Add your flag to the Google Map Load photos to the Flickr group Invite your friends to fly the flag—send eCard with flag etiquette and invite to plant a flag –Voting in photo contest –Donations

Fly the Flag Components VFW placement/reinforcement: –In newsletter and on VFW homepage Outbound s –June and July series to constituents Survey/name capture: –Tied to enhanced interest and groups categorization eCards: –Several design options; links to flag etiquette Donation Form: –Data integration with Google Maps for donation status Google Maps: –Different flags based on branch/donor status; how to connect data to Convio Flickr Photo Mashup SEM/tagging

Fly the Flag Components PlatformLeadResources June and July seriesConvioDanielleMerritt/Abby content eCardConvioMikeKyle images Voting surveyConvioMike Donation formConvioMike Image CreationAbbyKyle images VFW home pageExternalDanielle Google MapsExternalSeanKyle images; Priscilla? Flickr groupExternalSeanMike Photo mashupExternalSeanKyle/Mike SEMExternalAbbyKristie

Flag the Flag June s June 2 nd newsletter June 10 th –Flag Day reminds us of honoring our country and those who have made ultimate sacrifice –Plant your flag on the VFW virtual map—get a star on your flag if you donate –Take a picture of your flag flying and load it to the Flickr site –Invite friends to participate June 13 th –Tomorrow is flag day! Post your flag or check out the flags waving –Make an honorary Flag Day donation –Take a picture of your flag and post your photo. June 24 –See the flags loaded to the site; unveil photo mashup –Launching 4 th of July photo contest Load 4 th of July pictures to the Flickr site Vote on favorite picture to get Ricky Lee photo

Fly the Flag July s June 31 st newsletter: –Reinforce photo contest July 3 rd : –Join the celebration tomorrow Make a donation Load your photos July 8 th : –Load your photos! Voting on the contest starts July 15 th –Register to vote on the site—get Ricky Lee download for voting July 15 th –Voting starts today! Vote on your favorite photo and get a Ricky Lee download July 29 th –Voting ends tomorrow. Get your vote—winners announced in August newsletter. Ricky Lee songs download runs out tomorrow!

Fly the Flag August August 4 th –Newsletter announces winner –Home page of VFW site has button to announce winner –Flickr site drives people through to site to see winner