Strive Social Media Recommendation Prepared by Eric Rigaud 09.09.09
ideas
strategy
Eric Rigaud
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planning
process
4018 Kennedy Street, Hyattsville, MD 20781
action
implementation
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T 202.215.7556
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ericuus@gmail.com
Objectives
Increase awareness about Strive and The Success Roadmap Increase participation in The Success Roadmap online across all key audiences Improve coordination of efforts among Strive partners to support the success of children Create a platform that is built for replication nationwide
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Key Audiences & Drivers
CEO Executive Leadership: help sustain CEO’s continued support and create new ways to extend their engagement online Strive Partners: improve coordination and public visibility of their partnering efforts Community Members: drive awareness of and participation with The Success Roadmap online
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Strategies
Immerse
Provide means for Strive key audiences to learn about and immerse themselves within The Success Roadmap online to find engagement opportunities
Connect
Create a singular “call to action� campaign that provides supporters with a clear way to support children that need their help at key intervention points along The Success Roadmap.
Push
Pull
Eric Rigaud
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Utilize existing social networking sites (i.e., Facebook, Twitter, LiveJournal, YouTube, etc.) to provide multiple touch-points for community connection around The Success Roadmap, with usergenerated content being pushed and aggregated into one central hub.
Create a portable and viral means for members to share The Success Roadmap with colleagues and friends and encourage them to join, pulling them into the Roadmap.
4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Recommendation (Mashup: a web page or application that combines data or functionality from two or more external sources to create a new service.) Create a social media mashup that highlights The Success Roadmap (powered by Strive) and provides clear and tangible ways for all citizens of Greater Cincinnati/Northern Kentucky to participate in The Success Roadmap, ensuring the success of children. Create a mentoring campaign to spur deep engagement and provide participants with a familiar way to support children at critical intervention points along The Success Roadmap. Celebrate our successes by creating a mentor awards ceremony that highlights those that have gone beyond the call of duty to support children. Create a Success Roadmap “Badge” that highlights a participant’s support for The Success Roadmap, making it easy for members to promote their support on their social network profiles, blogs, websites, etc., and encourages friends to join their efforts to support children via mentoring, technical assistance or donating money. Create a viral video campaign as a “call to action” to drive local residents to be a mentor and to spread the word. The Success Roadmap mashup will complement the existing Strive web site and not replace it. Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Why “powered by Strive?” By highlighting The Success Roadmap exclusively, the focus of a potential supporters’ efforts is focused on one thing: helping children to achieve and prosper using a data-driven model that works. This reduces the barrier for potential participants who are more prone to support a good idea than they are to support a brand. This becomes particularly important in social networking environments where members largely eschew branding and embrace authentic connection and altruism. By repositioning the brand as the driving force behind The Success Roadmap (vs. attached to the name), we can uniquely tie Strive branding to only the most optimal, celebratory moments and successes of the Roadmap, while managing risk to the brand by putting distance between it and the Roadmap should there ever be any negative issues that arise with the Roadmap. In addition, this approach allows for the creation of a pipeline of products and services that are “powered by Strive”, allowing the brand to take on a life of its own beyond The Success Roadmap.
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
I
ericuus@gmail.com
Components & Features
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
I
T 202.215.7556
I
ericuus@gmail.com
Hub & Spoke aggregator model Spoke: Facebook
Spoke: YouTube
Spoke: Twitter
Spoke: LiveJournal
Hub: The Success Roadmap mashup
The Success Roadmap content mixes with user-generated content created at the social networking and viral “spokes” and is aggregated and updated automatically at the The Success Roadmap “hub”
Spoke: Flickr
Spoke: Wikipedia Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Interactive version of The Success Roadmap: allows the visitor to click though and zoom in on different parts of the Roadmap to gather additional info & view media assets at each intervention point, along with clear ways to participate or donate Components & Features
Hub
My Profile: a dashboard page that shows your contribution (mentoring or financial) in support of the Roadmap as well as quick links to share the Roadmap with others. Mentor: visitors can learn about children and/or critical intervention points and find opportunities to help Community: visitors can view members pictures and profile information. This information is automatically updated from The Success Roadmap Facebook fan page Articles: on Strive research, success stories, the mentoring campaign, Strive report card, Living Cities, etc. Blogs: exceprts from key expert and citizen-driven blogs will be featured with links to the full blogs on LiveJournal Pictures: updated in real time from various social networking sites (i.e., Facebook, Flickr, etc.) Videos: updated in real time from the The Success Roadmap YouTube page
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
I
ericuus@gmail.com
Components & Features
Hub Partner Functionality
Partner to Partner interaction: within the Roadmap, there will be a page for partners to define their existing Strive partnership, highlight key partnerships within the Roadmap, and add new partnerships Calendar: a calendar that highlights all activities and allows for posting new mentoring opportunities along the Roadmap Pictures/Videos: upload or view photos/videos that bring the partnership and opportunities to life Share: Easily share opportunities with friends by linking to any of the participant’s social networking sites Communicate: spur continued conversation among partners within the Success Roadmap Facebook fan page. Promote key mentoring opportunities in a bimonthly e-letter
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
I
T 202.215.7556
I
ericuus@gmail.com
Facebook: find others to join efforts, engage in conversations, share upcoming mentoring opportunities or events Components & Features
Spokes
Flickr: upload, view, and comment on pictures LiveJournal: view or post comments on blogs from expert and citizen blogs on The Roadmap - or create your own blog. YouTube: upload or view videos onto the The Success roadmap YouTube channel Twitter: follow The Success Roadmap tweets which provide real time updates on issues relating to Strive’s work Wikipedia: a living document highlighting the progress of The Success Roadmap and Strive over time * The above social networking “spokes” automatically feed updated content directly into The Success Roadmap (powered by Strive) hub site.
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
The Success Roadmap Mentoring Campaign creates a tangible way for local community members to connect to real kids and support their growth across the Roadmap Success Roadmap Mentoring Campaign
Longitudinal mentoring: follow one child through multiple intervention points on The Success Roadmap and monitor his/her progress and your contribution over time Intervention Point mentoring: stay in one intervention “silo” and become an “expert mentor” for that intervention point, helping many kids over time and providing expert perspective to participants Affiliate media partners: create partnerships with local media to promote the Roadmap and the mentoring campaign CEO involvement: Strive pairs all CEO Executive Leadership members with a mentoring opportunity. Leverage CEO’s local celebrity through creation of commercial spots to run on TV and online Mentor viral video: create a viral video that inspires the viewer to send along to friends and colleagues, encouraging them to determine “how do I connect to the Roadmap?” (eg. AARP voter election viral video) The Success Roadmap Mentor Awards: An annual celebration of the most ardent supporters of Strive and The Success Roadmap. Award at least one person from each key audience: 1) CEOs; 2) Strive local partner; 3) local community member for their contributions to children and community.
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
The Success Roadmap Badge allows you to raise awareness for The Success Roadmap and money for Strive. Participants can put their badge on their blog, social networking site, web page or eletter. They can personalize the badge with a photo, video and/or text and then link to The Success Roadmap homepage. The badge tracks friend referrals, clickthroughs to the hub site and donations in real-time.
Viral “Badge�
Success Roadmap Badge Raised: $350 About
Share
Mentee
donate watch my video I tutor Cedric in math every Wednesday. I have seen great progress in only 2 months. There are kids like Cedric that
Create a Badge
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
What is ideal timing to launch The Success Roadmap?
Key Questions
Who are the key decision makers that can green light a plan? What information do they need? Who develops communications strategy? Who implements? Is there a design style guide for Strive? How much flexibility do we have from a design perspective? How will The Success Roadmap be administered over time? How will the social media “spokes� be refreshed over time? Who develops the mentoring campaign? Who implements? Who else do we need at the table to guarantee success? How do we enroll local media to support The Success Roadmap and the mentoring campaign? Is there funding currently allocated to this work? Where can we seek additional funding?
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
I
T 202.215.7556
I
ericuus@gmail.com
Gain approval from Executive Committee to proceed with final draft of concept (9/18)
Next Steps
Schedule critique meeting (9/21) Finalize concept ppt (9/28) Determine costs and timeline (10/12) Gain approval for costs (10/19) Schedule “reality check� meeting (10/21) Schedule resource allocation and division of labor meeting (10/23) Create functional specs for all components (TBD) Create design options for all components (TBD)
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Eric Rigaud is an award-winning new media producer with 14 years experience creating online civic-engagement, online philanthropy and social media websites and campaigns that provide pathways for citizens to become more engaged in public concerns and inspired to make good on their urge to do good. About
Eric most recently served as Director of Technology Strategy and Social Networks, and Director of Organizational Advancement for The Harwood Institute for Public Innovation, one of the nation’s leading think-tanks for ideas that advance the public good. In these roles, Eric led efforts to harvest, distill, and repackage over 20 years of frameworks, tools, and ideas generated by The Harwood Institute, making the content more relevant and easily accessible online. Eric also led all branding efforts and created the new Harwood logo and website, which includes interactive e-learning modules for Harwood’s key frameworks, and social networking functionality to foster an online community of practice and a common language around how to create change in communities across America. Eric also developed and/or stewarded all strategic partnerships for the Institute, managing national partnerships with United Way of America, Corporation for Public Broadcasting, Kellogg Foundation, Omidyar Foundation, Kettering Foundation, and Institute for Museum and Library Services, among others. Eric was formerly Director of TouchDC, the nation’s first, regionally-focused, online giving initiative under Washington Grantmakers, the regional association of grantmakers in the Wasington, DC metro area. Under Eric’s leadership, TouchDC raised over $8 million online from local individual donors in support of local charities. (continued on next page)
Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Eric Rigaud bio (cont.) Prior to TouchDC, Eric was Marketing Director for YouthNOISE, Save the Children’s multiple award-winning, youth e-civic engagement initiative that demonstrated the power of social networking before the social networking boom. YouthNOISE was created to inspire kids ages 13-18 to share the issues they care about most with a global audience of young people online and tap into the vast Save the Children network on the ground in 46 countries to act collectively to improve conditions of young people globally. Eric was on the founding team that developed the website, and executed all strategic marketing and communications plans, media campaigns, and signature philanthropic programs, garnering over 100,000 members, a.k.a., NOISEmakers in over 180 countries worldwide.
About
Before TouchDC, Eric was Founder and Principal of Rigaud Consult, Inc. a cause-marketing consulting firm that provided strategic counsel to various media and nonprofit organizations. In this capacity, Eric created Rap-It-Up, Black Entertainment Television’s multiple award-winning, national HIV/AIDS campaign focused on the African-American community. He also has several years experience in brand management at The Procter & Gamble Company. Eric has a sincere passion for technology and its power to spur public innovation, connect and catalyze communities, accelerate change, and promote global social justice. Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
YouthNOISE
With YouthNOISE, we created a platform for teenagers just weeks after 9/11 that provided a voice for 13-18 year-olds to discuss their most pressing issues and concerns, connect to others with similar interests and find ways to act, supported by partnerships with MTV, Seventeen magazine, Teen Vogue, AOL Teens, Nike, and many others. I utilized database driven marketing to identify the most hotly discussed topics and then elevate them to the homepage. I would then identify partners in real time and create customized campaigns to catalyze member action. Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
www.youthnoise.org I
T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
YouthNOISE
An example of a YouthNOISE/Nike partner page
www.youthnoise.org/playcity/ Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
TouchDC
We built TouchDC based on the premise that local residents would “give where they live� if there was a convenient and reliable resource that facilitated the process of searching and learning about local charities working in their neighborhoods. TouchDC was a regionally licensed mashup of 3 national databases: 1) Guidestar for 990 information on every charity in the DC metro region; 2) VolunteerMatch for local volunteer opportunities; and 3) Network for Good for online charitable donations functionality. TouchDC raised over $8 million in 3 years from microdonations by local residents. Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
http://tinyurl.com/mk5kb9 I
T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
Rap-It-Up HIV/AIDS Awareness Campaign
I created Rap-It-Up for Black Entertainment Television to to drive awareness around the HIV/AIDS epidemic among African-American teens and encourage (and incent) teens to get tested. I wove online and offline elements, as well as integrated Rap-It-Up messages into various BET programs to deliver a 22% uptick in numbers of African American teens being tested in urban centers in Year 1 of the campaign. Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
www.rapituppresents.com I
T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
Rap-It-Up HIV/AIDS Awareness Campaign
Numerous Hollywood celebrities lent their talent to create a series of :30 second PSAs to support Rap-It-Up. Notables include: Queen Latifah, Jamie Foxx, Alicia Keys, Common, Lyfe Jennings, numerous NBA basketball players, and many others.
www.rapituppresents.com Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
The Harwood Institute
I was charged with creating an entire re-branding for The Harwood Institute as they shifted from being a thinktank focused on public innovation to a diffusion hub providing frameworks, tools and ideas that help community leaders (i.e, public innovators) create the conditions for change in their communities.
www.theharwoodinstitute.org Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
The Harwood Institute
Within the Harwood site, I created interactive e-learning modules that teach 4 of Harwood’s key frameworks in an unchaperoned fashion. The e-learning modules include surveys, video, social networking links and journaling functionality
http://tinyurl.com/nyrplm Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
The Harwood Institute
The Harwood community functionality includes “H-mail”, Harwood’s own web-based email service, created to drive visitors back to the site for more interactions.
www.theharwoodinstitute.org Eric Rigaud
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4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Previous Work Examples
The Harwood Institute
Each Harwood member can create their own profile within Harwood that is visible to the community, so that people within the network can connect to one other based on interests or geography.
www.theharwoodinstitute.org Eric Rigaud
I
4018 Kennedy Street, Hyattsville, MD 20781
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T 202.215.7556
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ericuus@gmail.com
Contact
Eric Rigaud 4018 Kennedy Street Hyattsville, MD 20781 202.215.7556 ericuus@gmail.com
“design for impact”
Eric Rigaud
I
4018 Kennedy Street, Hyattsville, MD 20781
I
T 202.215.7556
I
ericuus@gmail.com