EPA’s Earth Month 2010Mixing 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 begangathering 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! Newsletterwent 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 3Pick 5 launch: April 22

We put “Pick 5” where people go – Facebook, Flickr

facebook.com/epapick52800 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 aparticipatory 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 (3rd-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 EarthMonth 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