Fly the Flag Campaign

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/4th 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

JoinsSeesView 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

– Email 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• 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 4th of July at vfw.org

Flickr Resources

• Integrate Flickr content into Fly the Flag email 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 emails– 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 ComponentsPlatform Lead Resources

June and July email series Convio Danielle Merritt/Abby content

eCard Convio Mike Kyle images

Voting survey Convio Mike

Donation form Convio Mike

Image Creation Abby Kyle images

VFW home page External Danielle

Google Maps External Sean Kyle images; Priscilla?

Flickr group External Sean Mike

Photo mashup External Sean Kyle/Mike

SEM External Abby Kristie

Flag the Flag June emails• June 2nd newsletter

• June 10th

– 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 13th

– 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 4th of July photo contest

• Load 4th of July pictures to the Flickr site• Vote on favorite picture to get Ricky Lee photo

Fly the Flag July emails• June 31st newsletter:

– Reinforce photo contest

• July 3rd:– Join the celebration tomorrow

• Make a donation• Load your photos

• July 8th:– Load your photos! Voting on the contest starts July 15th

– Register to vote on the site—get Ricky Lee download for voting

• July 15th

– Voting starts today! Vote on your favorite photo and get a Ricky Lee download

• July 29th

– Voting ends tomorrow. Get your vote—winners announced in August newsletter. Ricky Lee songs download runs out tomorrow!

Fly the Flag August

• August 4th

– Newsletter announces winner– Home page of VFW site has button to

announce winner– Flickr site drives people through to site to see

winner