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2014 Olympics: Winning Marketing for Team USA’s Athletes

2014 April 21

BS USBF logo The 2014 Winter Olympics in Sochi Russia have come and gone.  Tuvel Communications was pleased to lend its support to the USA Bobsled & Skeleton team’s marketing efforts. Olympic athletes rely on many forms of sponsorships to fund their dreams, from individual and corporate donations to sponsorships to crowd funding. Prior to the Winter Games, Tuvel worked with the USA Bobsled & Skeleton and Washington, DC-based ad agency ds+f to bolster the team’s online community building efforts, resulting in record sponsorship revenue.

Many lessons were learned on our Olympic marketing journey. Please keep in mind that individual athletic performance has a huge impact on any type of marketing effort, including everything social. The following list includes some of the lessons learned – and reminders that we picked up along the way.

Content <still> rules

As you can see from the following examples, content rules! Reach, engagement and followers are only some of the metrics used to track success. Bobsled athlete Jazmine Fenlator and skeleton athlete John Daly’s Twitter reach was high when compared to the other athletes on the team. (Twitter ‘Star’ Lolo Jones was not included in our study due to her massive – nearly 400,000 – number of followers.)

Example: Jazmine Fenlator and John Daly’s Twitter reach:

Screen Shot 2014-04-09 at 5.25.45 PM




Jazmine’s updates during the Olympics include mentions of Hurricane Irene relief efforts and her mom’s health issues. She is also known for her crowdsourcing or Internet fundraising efforts to raise money for training, transportation, and Sochi-related equipment expenses.




BS Screen Shot 2014-03-31 at 8.15.45 AM John Daly
John’s updates include lots of humor and pics from the teammate Johnny Quinn’s famous Sochi bathroom door incident. Mr. Daly also gained notoriety when Cosmo asked readers if they thought he was the Ryan Lochte of the Sochi Olympics.


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2014 FOSE Blogger & Speaker Meetup Recap

2014 March 25
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We participated in an excellent FOSE Spring meetup with top notch leaders in the information technology community. This guest post from Govents recaps the insights and discussions on the importance of emerging technology, social media and government events. The original posting of this blog can be found here.

Meetup photo

1105 Media, organizers of the FOSE and GovSec Conferences & Expos, hosted a FOSE 2014 Blogger and Speaker Meet-up on Wednesday, March 19 at the 1105 Media office in Vienna, VA. In its 6th year, this invitation-only event was held specifically for government technology influencers, FOSE speakers and bloggers. Held as an open forum, roundtable discussion, attendees were given an opportunity to discuss key elements of the upcoming FOSE Conference. The conversation moved from government events and the obstacles that continue to challenge them, to the uprising of mobile and social media and how they are influencing the way government interacts with the public, cybersecurity and more.

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Technology + Social Change = 2014 Resolutions that Make a Difference!

2014 January 3
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Last year we rung in the New Year with  “One Click Resolutions”. 2014 brings with it a clean slate, a fresh list of resolutions we intend to fulfill. Why not incorporate technology and create some social change this year?

If you like millions of others are planning on working out, losing weight and generally being healthier, than I have an app for you. CharityMiles allows users to earn money for charity when you walk, run, or bike. Bikers earn 10¢ a mile and walkers and runners earn 25¢ a mile. Ending hunger is an issue that is very important to me, so I downloaded this free app and selected Feeding America as my charity of choice. The Capital Area Food Bank is also a great non-profit to support. Tuvel had the privilege of partnering with them in 2013 to help make a difference in the lives of those suffering from hunger.

Maybe working out is not on your resolution radar. For some it may be carving out time to volunteer. Whether you have five minutes, a few hours or weeks to dedicate, Create the Good is a great resource that connects you with volunteer opportunities to share your life experiences, skills and passions in your community. and VolunteerMatch also offer a variety of volunteer opportunities.

For others the resolution may be expanding horizons, more time with friends and family or trying new foods. Whatever it is, there is new geo-location app to try that has “do- gooder” twist, Check-in for Good. This app connects your social networking with fundraising and enables users to support causes. A simple check-in to your favorite places such as coffee shops, restaurants, sporting events and more generates a micro- donation to a great cause.

And for those who are still on quest to figure out your resolutions, why not use a search engine for change? Bene is an online platform and community dedicated to transforming a $50+ billion search industry into pure good. You can also try Dailygood. Use this site for everyday activities like searching the web, playing online games, shopping, dining out and more and raise money for your favorite charity.

If you are interested in discovering more about social initiatives and technology check out The Tool Box. This is a new platform for tools aiding social change. Here you can find the latest articles and apps that are making a difference.

What social change apps or technology are you planning on using this year?

Context Is Everything: Online Communities

2013 August 22
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Beth Kanter & I recently participated in a Venture Philanthropy Partners/Leap of Reason

conversation reminiscent of a Netpreneur AdMarketing discussion from a dozen years ago.

We offered to write a guest blog post reflecting on peer learning online and online

communities. The blog post follows. What did we miss in our list of things that are

really important, those ‘mission critical’ elements of community building that you can’t

live without? Please let us know in the comments below!












Flickr Photo BirkgetKing

Online Communities: Are Best Practices Still Best Practices?

The discussion thread reminded me of an AdMarketing conversation we had a long time ago. The Netpreneur AdMarketing list, one of the longest running Internet marketing lists and still active, is an adventure of the Morino Institute. Over the last decade, the fundamentals of community and relationship building haven’t really changed. What was important then is even more important now!

I thought it might be fun (and useful) to take a look back at this AdMarketing conversation. At the time, we invited Internet thought-leaders to participate in an email list discussion, focusing on interactive tools. What transpired was a conversation among pioneers of early day Internet community building that produced way interesting insights. Below are several takeaways and pointers from that conversation. Looking back, its amazing how little has changed, how relevant these lessons are today and how important it is to do things the right way. Read the rest of the post here.

1105 FOSE Meet-Up: Cybersecurity, Cloud Technology and Social Media

2013 May 21
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We participated in a great onsite meeting at FOSE 2013 with top notch leaders in the information technology community. This guest post from CTOVision recaps the insights and discussions on the importance of cybersecurity, cloud technology and social media. The original posting of this blog can be found here.

1105 FOSE Meet-Up: Cybersecurity, Cloud Technology and Social Media

Guest post from CTO Vision

1105 Media Group, organizers of the FOSE and GovSec Conferences & Expos, hosted an FOSE 2013 Blogger & Speaker Meet-up on Wednesday, May 15 at FOSE.

I always look forward to the blogger meetups at events, because they offer a chance to get some visibility on other tracks or key points you’ve missed. It was a varied group. We had folks from all walks of life who work in the cyber realm, and the breadth of experience added to the conversation.

This meet-up included influencers, Ajay Budhraja, Chief Technology Officer, EOIR at the United States Department of Justice, Gadi Ben-Yehuda, Director of Innovation and Social Media for  IBM  Center for The Business of Government, Andrew Scott, Social Media Coordinator at Carahsoft Technology Corp.  Paul DeSoza, CEO of  CSFI, Sayngeun Phouamkha, VP of Business Development at  CSFI. Lindy Kyzer, Editor at  Clearance Jobs,  Erik Johnson from DC Gov and Michael Russell .

Right now the federal government is going through an incredible IT transformation. They are moving from IT as a way of getting work done, into IT as a strategic asset for business. The federal government is adopting today’s trends; mobility, agility and open APIs that are opening up federal IT and making it more functional and delivering more to our citizens.

Much of the talk focused on open data and data access. We talked extensively about the increasing amount of noise in the ether. From the deluge of tweets, to the host of open data released by governments it is becoming harder and harder to identify the signal. Paul De Souza of CSFI has created an open-source intelligence operating center for the CSFI that uses Silobreaker to create their own operating picture, and to create their own intelligence products. They also use the TVEyes capability to monitor TV streams from their smart devices, increasing their awareness of what discussions are occurring in the world.

We also discussed how data is driving government, and see OSINT and other capabilities de-silo’ing the data. However, this led into the conversation of how the government can lessen the impact of social media providing valuable OSINT to our adversaries. Ajay brought up the importance of cloud data, policy and accessibility. While some organizations have social media policies, a government-wide policy that clearly states social media policies could be beneficial. parental blocker Limited access to social media could also benefit the government and limit exposure. While social media can be a great asset to the citizenship of the country, we must be cautious that it does not endanger those citizens.

To access the full program agenda and find out about FOSE 2014, visit


At we write about technology, with a focus on technology of relevance to enterprise technologists. The blog was founded by Bob Gourley, CTO of Crucial Point, a high tech consultancy. We also publish technology concepts and evals at our sister site


Our premier publication is our monthly technology review. Every month we send

this to over 12000 technology thought leaders. This monthly summarizes reporting from the blog as well as tech trends from the IT industry. The monthly also provide links to our technology assessments. Other products include our Daily summary, the Daily summary, and the Weekly Government Big Data Newsletter.


Day 1: FOSE 2013 Recap

2013 May 21
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by Sarah Kneip

FOSE 2013, the nation’s premier event for government technology professional tool place in DC May 14-16. Here is day 1 of FOSE through a social media lense.

                      Senator Carper


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1105 Meet-Up: Sequestration & Government Events, Mobile & Government Workforce

2013 March 27
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We participated in a great meeting with top notch leaders in the information technology community. With all the buzz around sequestration and  potential effects on events, we thought this was a timely piece. This guest post from GovEvents recaps the insights and discussions. The original posting of this blog can be found here.


1105 Meet-Up: Sequestration & Government Events, Mobile & Government Workforce

Vienna, VA—1105 Media Group, organizers of the FOSE and GovSec Conferences & Expos, hosted a FOSE 2013 Blogger & Speaker Meet-up Thursday, March 21 at 1105 Media Group offices in Vienna, VA. Invitation-only and held specifically for government technology influencers, the FOSE 2013 Blogger & Speaker Meet-up is the fifth in an ongoing series of high-level meetings, where FOSE speakers and bloggers are given an opportunity to discuss significant topics including sequestration and government events, mobile and the government workforce, cybersecurity and more.

This meet-up included influencers Brand Niemann, Ph.D., Director and Senior Enterprise Architect – Data Scientist at Semantic Community, Ghadi Ben-Yehuda,  Director of Innovation and Social Media for IBM Center for The Business of Government., Brad Barker, Director of Professional Services at Master Key Consulting and Young AFCEANs  National Capitol Region President , Ajay Budhraja, Chief Technology Officer, EOIR at the United States Department of Justice, and Nick Wakeman, Editor-in-Chief at Washington Technology. The meet-up was also attended by representatives from the Capital Area Food Bank and GovEvents.


After brief introductions, the topic of sequestration and government events was first to arise. Program Manager for GovEvents, Stacie Flynn, provided details on how the government events industry is currently being affected by sequestration. She noted that while sequestration will not help the already ailing events industry due to travel restrictions and continued backlash of conference overspending, only a few conferences have been cancelled since it actually took effect on March 1. Stacie also announced that GovEvents will soon be rolling out a new program aimed at assisting event organizers with delivering content through a virtual conferencing platform (keep an eye out for details!).

This announcement led into a discussion of virtual conferences and webcasts, praising them for their cost-cutting abilities, while also sharing the challenges of online events, such as lack of interaction and captivation of viewers. In brainstorming, the group came up with several ways webcasts and virtual conferences could be enhanced to create an extensive engagement span of viewers:

  • Create ways to multi-task within the webcast/virtual forum—many people will gravitate to email or other tasks while participating in a webcast.
  • Change the value proposition of what attendees expect to gain from the webcast/virtual forum.
  • Speakers–get right to the point! Too much ‘pipe-laying’ causes distraction to come easily to the viewer.

The topic of mobile and the government workforce was headed up by Ghadi Ben-Yehuda from IBM Center for The Business of Government, discussing the upside of mobile’s flexibility—allowing professionals to work virtually from anywhere, at any time. However, it was noted by others in the room that the flexibility mobile allows becomes a management priority when employees telework regularly. Proper training and management of both managers and employees was deemed the ultimate key to a sound teleworking staff.

Be sure to stop by GovEvents booth at FOSE 2013, May 14-16 in DC!

GovEvents is the premier web portal for all Government & Military events worldwide.

We’re Hiring again! Part-Time Social Media Campaign Associate

2013 January 21
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by Mitch Arnowitz

twitter bird help wanted social media 300x282 How I Got My Job As Director Of Social Media   Step 1: Build Experience Then Blog, Tweet, Collaborate!   Tuvel Communications is a digital communications firm that combines human processes, social media and analytics. We collaborate with companies, government entities, non-profits and associations to identify and build relationships with niche market segments.

We develop and execute social media outreach campaigns, conducting market research and using customized communications while building valuable relationships. We’ve worked with such esteemed organizations as Robert Wood Johnson Foundation, the National Association of Broadcasters, AOL Gov and 1105 Media, Inc.

We have an immediate need for a Washington, DC based part-time Social Media Campaign Associate, who will be responsible for overall project management of a client campaign from start to finish, moving them forward on schedule. Please be aware that this is a telecommuting, independent contracting position.

Responsibilities include:

  • Managing and executing campaign strategies and tactics, including research, program execution, relationship-building with gatekeepers, social networking and community building, reporting and analysis.
  • Contributing to the company blog, social networks and newsletter.


  • 3-5 years’ experience in an online marketing and/or communications/PR role specifically using social media and working on outreach campaigns  to build relationships (including development, community building, execution, and reporting).
  • 3-5 years’ experience in project and account management roles, managing all aspects of campaigns while working closely with a client team.
  • Experience developing and measuring campaign metrics and analytics, as well as developing reports.
  • Experience with online market research and able to locate prospects and contact information using a variety of online research techniques. Our outreach campaigns follow best practices and go beyond blogs, so knowledge of and the ability to find people in a variety of online communities – like web forums, user groups, listservs and email lists, and other social networks – is absolutely essential.
  • Extensive knowledge of third-party marketing and reporting tools and platforms and how they can be used for different projects. These include WordPress, Hootsuite and Mailchimp.
  • Experienced using tools for project management such as Google Drive, Basecamp, Webmail and Dropbox.
  • This is a telecommuting role requiring remote access, so you should actively use tools like Skype, text and chat for communication with the Tuvel team and clients.
  • Highly organized, self-starting and flexible individual, able to change directions on a dime and put in extra work when needed.
  • While this is a telecommuting role, location within the DC/MD/VA area is required.

Interested? Please e-mail your resume to hello<at>tuvel<dot>com with the subject line “Social Media Campaign Associate” 

“One Click” Resolutions for Social Change in 2013

2013 January 10
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Social Change and Technology

I am excited to kick off the New Year and not simply focus on eating better and time management, but also making a difference in this world.  I’ve  always been passionate about using technology for social change. In our digital world, helping others has become more accessible and “user-friendly” making it easier for each of us to use the internet for change.

Alleviating hunger is a cause that has been important to me for some time. I am a mother, wife, sister and daughter and to wake up every morning knowing there are millions of people just like me who don’t have the basic necessities such as food is unacceptable. I ran across a search engine called Sleedo  (powered by Google) whose slogan is “Feed the poor with every search you make!” The site regularly donates money raised from advertisers and sponsors to the World Food Programme for every search.  With each search you make, 10 grains of rice are donated.

Another go-to search engine for good is Benelab (powered by Bing) which was founded by a teenager in Seattle to make philanthropy easy and more accessible. 100% of it’s revenues go to charity.

There are other ways to help in the digital space. If you enjoy online games, check out WeTopia, a game where you play for good. Players earn joy and choose real world projects to fund while having fun with your friends.  This is a great way to introduce the concept of giving to your children.

The New Year can’t be complete without a resolution for better health.  If you are trying to stay fit like me, check out the  Charity Miles app. You can walk, run and bike while earning money for charity. Select which charity you’d like to workout  for and press “start.” It tracks your distance and earns money for the organization you select. Bikers earn 10¢ per mile; walkers and runners earn 25¢ per mile. The app is available on iPhone and Android.

If you are always on the go, check out the app Give 2 Charity. It allows users to earn points that equal donation for charities just by carrying your phone.  The Give 2 Charity app collects your location data, and in exchange, lets you earn points to redeem for a monetary donation to selected charities including: Make-A-Wish Foundation, American Cancer Society, American Red Cross, Habitat for Humanity, Humane Society, Sierra Club and Action Against Hunger. At the end of the month, 100% of the proceeds are donated to the charities. This is a new app which is available on Google Play and will soon be available for iPhone users.

There are many more online tools out there which incorporate social change, but my wish for you in 2013 is to think about ways to help others in the real world, through the digital world.

Member Prospecting Webinar– Fishing in the Right Ponds

2012 December 19
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We recently presented a Webinar as part of the Young Association Professionals & Association Universe Member Engagement Webinar Series.

A short description of the Webinar follows. We hope you enjoy! Please let us know, in the comments below, if your association or group is using Micro Marketing for recruiting or retention efforts.


An example of a power law graph showing popularity ranking. To the right (yellow) is the long tail; to the left (green) are the few that dominate. In this example, the areas of both regions are equal.

Associations want marketing to create new members at a predictable cost. We hear a lot these days about the “Long Tail” with its untapped and micro-targeted prospecting segments such as government, healthcare, and education. Mass marketing models are not designed to go downstream or cost effectively reach these new, targeted member segments.

In this webinar, you will learn how the core elements of online community building and social media are being used to cost effectively identify influencers and build relationships that produce loyal members and supporters. Mitch will also be sharing case studies and best practices for results-driven association programs, projects and campaigns. You will learn that reaching the promise of the Long Tail is hard but can be done using research, tools, analytics and the right people!

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