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The American Legion

The American Legion. ON THE WEB. Renewed Purpose • Fresh Perspectives • Plan of Action. Web Project Team: Jeff Stoffer , Joe Gallagher, Mike Fierst , Jin Kong. Mission.

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The American Legion

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  1. The American Legion ON THE WEB Renewed Purpose • Fresh Perspectives • Plan of Action Web Project Team: Jeff Stoffer, Joe Gallagher, Mike Fierst, Jin Kong

  2. Mission This project will develop a dynamic, new and improved online presence for The American Legion National Headquarters. The project involves a content overhaul of www.legion.org, staff and divisional realignment. Membership recruitment, retention and engagement are driving influences over this project, followed by improved public awareness of the organization’s brand identity and relevancy to today’s veteran.

  3. Audience Types Prospective members DEFINITION: Veterans eligible for membership TOTAL POPULATION ESTIMATE: 13 million ESTIMATED WEB USERS:11 million New members at risk fornon-renewal DEFINITION: DMS and traditional members of two years or less TOTAL POPULATION ESTIMATE: 248,000 ESTIMATED WEB USERS: 128,400 Loyal members, leaders and staff DEFINITION:All renewing members (minus new starts) TOTAL POPULATION ESTIMATE: 2.15 million ESTIMATED WEB USERS:1.25 million Non-members DEFINITION: All others, including veterans who are not eligible for American Legion membership, Auxiliary, media, government, researchers and students. TOTAL POPULATION ESTIMATE: Unknown

  4. TOTAL POSSIBLE WEB AUDIENCE: 12,370,000+

  5. Dynamic landing page that offers a clear roadmap to all areas of the site

  6. Basic Architecture • Four Content Types: • Static or unchanging • Infrequently changing • Frequently changing • Interactive • Main Landing Page: • Legion Home • Who we are • What we do • How we serve • Get connected • Post locator Interior Landing Pages: • Legion Baseball • Legion Riders • Legislative Action Center • Veterans Benefits Center • Veterans Career Center • MyGIBill.org • Legion Town USA • BurnPit (blog site)

  7. Examples of interior landing pages

  8. The Burn Pit

  9. BURN PIT – the blog • “Blog” is the shortened version of “Web log,” much like a personal journal or diary. • Range in topics from corporate blogs to personal blogs, from individual authors to numerous ones. • Within the “blogosphere” there are a host of separate areas: political, pet blogs, humor blogs, culture, and “milblogs” which encompass both military and veterans related issues. • Differ from a newspaper or magazine in that it is more free-wheeling, and allows more than just passive reading, the viewer can also comment on the piece and engage in horizontal discussions with other viewers. • Used to discuss issues that might not warrant a full blown press release, and often represents opinions that are “a work in progress.”

  10. Staying ahead of the pack

  11. MyLegion.org • Designed to facilitate grassroots support & communication. • Connect new members and expired members with loyal members and various leaders. • Validated by unique membership ID and protected by user password. • Enhance and integrate ALPOP/ALDOP to provide all Posts with functional web-interface and world wide web presence.

  12. Important features of MyLegion.org · Search and Messaging function between members (reunion listings) · Announcements from Posts and Departments to members (calendars) · Post and User profiles visible to www and various search engines - Post profile will be populated with CPR data - Post will be able to complete and submit CPR report online - Post profiles can serve as a website for Posts - User profile can be converted to a tribute page · Secure environment for user interaction (Forums & Groups) · Basic admin functions (ALPOP service) available for all Posts · Formatted training material, Post development & revitalization process

  13. MyLegion Landing Page

  14. MyLegion Profile Page

  15. MyLegion Post Profile

  16. Future MyLegion developments • Total integration of online transactions: • Online renewal (currently testing five test dept. for service support volume and other issues) • Interactive leadership development: • Distributed learning center • Online submission of LEI • Educational content for leadership development • Functional Post Development and Revitalization algorism • External database interaction with open social networks: • Social networking widget for Facebook, LinkedIn, etc., • Develop database to capture prospect data for membership conversion • Integrate prospect development and new membership loyalty development • Enhance user generated content: • Allow photo and video uploads • Enhance Post profile section and integrate external functionalities

  17. Social Networking • Social Networks: • Facebook groups, Flickr, MySpace, LinkedIn, etc., • Primary function is to engage and empower our grassroots for membership, activities and advocacy purposes. • Secondary function is to serve as relay station for immediate news releases, communication and educational material. • Social Media: • Twitter, Blog sites, YouTube, Facebook-Online Updates fan page. • Primary function is to relay and publish real time news, and communication to the public. • Secondary function is to drive awareness and traffic to Legion branded publications online and in print.

  18. TAL on Facebook • Facebook (general type social network/publishing; multi functional): • The American Legion • Current members: 2417 • Online update • Current fans: 578 • The American Legion Riders • Creator/manager: David Shaw, American University of Afghanistan • Current members: 289 • The American Legion Baseball • Current members: 135

  19. TAL on Twitter • The American Legion (http://twitter.com/AmericanLegion) • Current followers: 663 • Legacy Run (http://twitter.com/LegacyRun) • Current followers: 124 • Managed by Bill Sloan • Legion Riders (http://twitter.com/LegionRiders) • Current followers: 122 • Managed by Bill Sloan

  20. Summary • Revitalized Legion.org website • MyLegion.org for members • Social Media presence • Blog site

  21. QUESTIONS?

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