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9. 9 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.

10. 10 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

11. 11 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

12. 12 Lessons Learned SuccessesAreas 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 한국어 Español English 中文 ( 简体 ) Русский Tiếng Việt Two-way communication

13. 13 Super Bowl Ad

14. 14 Twitter and Facebook updates posted right after ad runs Multi-Channel Response

15. 15 “… 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

16. 16 Building Anticipation Developing useful tools

17. 17 Building Anticipation Developing useful tools

18. 18 Building Anticipation Paid Media Paid Search

19. 19 2010census.gov Paid media Promoted YouTube Video Facebook Ad

20. 20 After the 2010 Census – What’s Next?

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