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ACV Web Memo

ACV Web Memo

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Published by Andrew Yakovlev
Memo from 2006 about implementing Web 2.0 technology for a nonprofit organization.
Memo from 2006 about implementing Web 2.0 technology for a nonprofit organization.

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Published by: Andrew Yakovlev on Jan 06, 2010
Copyright:Attribution Non-commercial


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Implementation of Web 2.0 innovations for ACV web site.10.12.06 This memo seeks to outline the possibilities for an evolved site, as wellas the steps that need to be taken to achieve this goal.
 The following chart shows a rudimentary outline of the structure for thesite.ACV 2.0
QuickTimeª and a TIFF (LZW) decompressorare needed to see this picture.
 The three pillars are media, membership, and mediamakers’resources. The structure presents a space where individuals cancommunicate, collaborate, and present and evaluate their work.
 The innovative aspects of sites like MySpace and YouTube will beimplemented to ACV. After a user registers with the site, he will havethe ability to communicate with other users, watch, tag and rate all themedia content on the site, as well as respond to any news or otherdevelopments highlighted by the blog. Furthermore, the user will beable to upload their own media. The structure lends itself to numerous possibilities for promotion.Furthermore the top down as well as down up content flow structuremeans that the site will be dynamic and constantly evolving.
 The user has been to the site and has registered previously. On thefront page he is informed that there are new videos to watch,especially a great short film that won at AIFF in 95. Before watchingthe film he clicks on the blog entry, and reads some of the discussion –people are excited, even the director has chimed in. He goes to thevideo section and sees that the film is getting some very high ratingsas well and has been watch 15,000 in three days. He watches the filmas well, and gives it 4 stars. This inspires him to shoot his own thing,especially considering that ACV is running a contest for 30 sec spotsfor one of it’s sponsors. He reads the forums and uses classifieds tofind collaborators in his area. He buys some books on filmmakingrecommend by ACV from Amazon. He uploads his video and tries topromote it to as many people as he can (as well as promoting ACV).His film does pretty well on the site, and ACV selects it to be screenedat an event/party. He is excited and decides to buy and ACV shirtbefore coming, he purchases it on the ACV store. His parents find out,and decided to donate to ACV. The user also decides to make a biggerwork and submit it to the festival.In this scenario there are plenty of opportunities for the user to beexposed to advertising and promotion messages from ACV’s sponsorsand affiliates.
 The process can be broke down into three phases – Design,Implementation, and Launch.In the DESIGN phase an Art Director will come up with a consistentwrapper or graphical look for the whole site. A Programmer willevaluate the needs of the project and select a CMS (ContentManagement System) that will be most effective and robust. The best
CMS (like Joomla and Dragonfly) are open source and free. CMS usesmodules that interact with each other, hence a custom tailored systemcan be created akin to building with lego blocks. The back end of theseapplications doesn’t require the Administrator to have programmingskills, the whole site can be administered through a GUI web interface. Though a Programmer will be required to use his knowledge of PhP,MySql, Java, etc to create tweaks particular to the needs of the project.Still nothing needs to be built from scratch.DESIGN phase expenditures – Art Director and Programmer fees.In the IMPLEMENTATION phase a dedicated server host will be rentedand the site will be loaded onto it. My preliminary research indicatesthat there are no licensing fees that have to be paid to Macromedia forusing Flash Video technology, just as Apple doesn’t need to be paid fordistributing Quicktime. The largest expense at this point is thebandwidth. A minute of reasonable quality flash video is a megabyte. If ACV broadcasts 30,000 hours a month (whether 1 hour to 30,000users, or 10 minutes to 180,000 users) it’s bandwidth requirement willbe 1700-2000 gigs per month. My research indicates that this kind of bandwidth can be purchased for around $200 a month. A backupstrategy will also be implemented.IMPLEMENTATION phase expenditures – Programmer fee,Administration fees, Server set-up fee ($200), and Monthly fee ($200per month).In the LAUNCH phase the site’s goal is to quickly increase the numberof users and the amount of content available to them. Furthermore, acomprehensive marketing campaign will maximize the desirability of participating in ACV or advertising on it.LAUNCH expenditures – Administration fees, Marketing.
 This is the key position for the site, and should be a dedicated full timeposition. This person will be responsible for ensuring that the sitefunctions optimally, upload and update ACV introduced content,monitor users’ content and behavior, and provide scheduled reportswho, where, what was clicked and how many times. These reports willhelp ACV communicate with advertisers and sponsors and generaterevenue.

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