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Social Media

Our objectives:

1) Reach unattached mobiles

These highly mobile, single renters, including college students, gather much of their information through social media. A traditionally HTC group.

2) Reach everyone

About 80 percent of our Facebook fans are 25 and older

3)Facilitate a national dialogue

Every social media asset we’re using didn’t exist for the 2000 Census.

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• Launched 1/4/10 – now up to approx 110,000 Fans

• Launched 1/4/10 – now over 12,000 followers

• Over 350 videos posted• Karl Rove, “Chris” most popular with 50k views

- Director’s Blog- Agency Blog “Random Samplings”

• Director’s blog: Approx 1 million page views since launch in 10/09

• Census photo warehouse for Road Tour, Census in Schools and other pictures from the field

Social Media Platforms

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Flooding the Zone with Positive Social Media

Images from the road posted on Facebook

Road Tour blog posts daily updates for 13 vehicles Twitter accounts for each vehicle

Images viewed thousands of times on Flickr

Interactive map – multimedia content

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Lessons Learned

Successes Areas for improvement

Director’s Blog

• Destination for media, public, employees• Helped manage issues

• Real time issues and crisis response Super Bowl ad April 1 deadline

Activism

• Be prepared – messages, multimedia• Pick your battles• Government vs. private citizen

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• Two-way communication

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Super Bowl Ad

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Twitter and Facebook updates posted right after ad runs

Multi-Channel Response

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“… The very fact that an ad appeared about the Census was

a big deal, a very smart strategy by the government. There

was a lot of buzz generated by the Census ad – good and

bad - and that is not something that happens every day.”

“ … Great to see multiple social channels take front and center in the bureau’s communications plans.”

Results

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Building Anticipation

Developing useful tools

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Building Anticipation

Developing useful tools

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Building Anticipation

Paid Media

Paid Search

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2010census.gov

Paid media Promoted YouTube Video

Facebook Ad

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After the 2010 Census – What’s Next?

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