New Media Web 2 0 Social Networking Icf International Act

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Web 2.0 and Social Networking for TDM, presented at the 2009 ACT International Conference in Washington DC

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New Media Web 2 0 Social Networking Icf International Act

  1. 1. Using New Media and Social Networking Strategies for TDM Frank Mongioi, Jr. & Christina Santos August 31, 9:45 AM 2009 ACT International Conference ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose ICF Proprietary & Confidential – Do Not Disclose© 2006 ICF International. All rights reserved.
  2. 2. Outline of Contents Background – Web 2.0 in a TDM/AQ program as a model Today’s Marketing Landscape Evolution of the Web • Old Model: Traditional Sites • New Model: Bringing in Digital, New Media & Web 2.0 Tips, Tactics and Examples You Can Use ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 2
  3. 3. Background - Clean Air NY A TDM program with an air quality – enviro spin New York State Department of Transportation-funded initiative ICF is the main contractor and coordinates the efforts of 3 TMAs ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 3
  4. 4. Today’s Marketing Landscape Traditional channels are not dead; just not as effective or sufficient anymore if used exclusively. Challenges • Mass coverage and spillovers • Challenging to segment or profile • Expensive • Shorter shelf life/comes with a media “expiration date” • Declining viewership, listenership, circulation and attendance; junk mail • Busier, multitasking consumers; longer commutes • Media clutter Net Idea: Marketers need more targeted, cost-efficient, relevant, and measurable integrated communications campaigns. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 4
  5. 5. New/emerging technologies are drastically changing media habits and communications channels • TiVo/DVR • High-speed Internet • iPod/satellite and social radio • Text messaging • YouTube, Web cams • User-generated comments • Social networking sites (SNS) Net Idea: Marketers need to stay in tune with target audiences’ changing needs, wants, and preferred communication channels. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 5
  6. 6. Evolution of the Web Old Model • Web sites that push information to customers • People connecting to the Web • Controlled content New Model (Web 2.0) • Web sites that push and pull information to and from customers • Interconnected Web tools (e.g., Web sites, blogs, social networking sites) • People connecting to each other • Collaborative content just a “click away” • RSS • Tags ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 6
  7. 7. Social Technographics Profile Creators • Publish a blog, upload your Web pages, video, audio/music, write articles/stories, forward messages Critics • Post ratings/reviews, comments, contribute to online forums, write/edit Wiki Collectors • Use RSS feeds, add tags to Web pages or photos, “vote” for Web sites online Joiners • Maintain profile on SNS, visit SNS, joins e-network: mailing lists, online forum Spectators • Read blogs, ratings, reviews, articles, forward emails; watch videos, listen to Podcasts Inactives • None of the above activities Source: Groundswell (Forrester Research) Question: So which one are you? Do you know your target audiences’ online social profile? ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 7
  8. 8. Why Adopt Web 2.0 Now for TDM Programs? Changing media habits Easier to segment target audiences and measure results Cost-efficient and measurable Extend reach and frequency of traditional ads High referral opportunity – pass along to social networks Provides effective platforms to gather more program sign-ups for ride matching, transit information, etc. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 8
  9. 9. Tips, Tactics and Examples You Can Use ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose
  10. 10. 2008’s Most Visited Sites Source: Based on data from Alexa, Nielsen, and top ten list searches on the Web. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 10
  11. 11. Today’s Popular SNS: Your Best Tools for Word-of-Mouth Advertising Mainstream Specialized Groups • Facebook (www.facebook.com) • Boomers: Eons • MySpace (www.myspace.com) (www.eons.com.com) • Friendster (www.friendster.com) • AA: Black Planet • Flickr (www.flickr.com) (www.blackplanet.com) • Multiply (www.multiply.com) • Religious: Faithbase • Digg (www.digg.com) (www.faithbase.com) • Twitter (www.twitter.com) • Gay/Lesbian: Glee (www.glee.com) • Eventful (www.eventful.com) • Latinos: MiGente • LinkedIn (www.linkedin.com) (www.migente.com) • Second Life (www.secondlife.com), • Young Latinos: MyBatanga a 3-D, virtual avatar community (www.mybatanga.com) • Yahoo Groups (groups.yahoo.com) • AsianAvenue • Ning (www.ning.com) (www.asianavenue.com) Net Benefit: FREE! SNS marketing will help you find your message “ambassadors, advocates, and champions” who can help spread the word for you and measure results. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 11
  12. 12. Facebook Page ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 12
  13. 13. The Viral Effect The Clean Air NY Facebook page went live in January 2009 Slow, steady growth for first 6 Facebook Fans to Date months 2,500 PR event in June saw huge 2,000 Number of Fans growth 1,500 • Average 25-30 new fans a day 1,000 since 500 Facebook Fans Many opportunities for exposure 0 within Facebook 1 1 1 1 1 1 1 1 1 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ 9/ • Friends invite friends, Newsfeed stories, Facebook advertising Since June 15th, number of fans increased from 500 to 2,000+ ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 13
  14. 14. youtube.com/TDM organization ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 14
  15. 15. U.S. Secretary of Transportation’s Blog ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 15
  16. 16. San Fran Biking at blogspot.com ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 16
  17. 17. CleanAirNY.blogspot.com ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 17
  18. 18. Twitter.com/YourTDMorganization or program ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 18
  19. 19. Flickr.com/YourTDMorganization or program ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 19
  20. 20. and Search topic questions related to program messages and mission on Yahoo! Answers and post answers promoting alternative travel choices. Consider applying Knowledge Partner status on Yahoo! Answers. Become a member of Yahoo! Groups to post educational information about travel options. Benefit: Additional program exposure in credible reference source. Great way to reach targeted users of Yahoo! Groups in various regions. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 20
  21. 21. Craigslist newyork.craigslist.org Free Postings Search for relevant topic areas in the Community Section: • Rideshare • Events • Local news • General interest ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 21
  22. 22. Integrate Web 2.0 Tools into Your Program Web site Integrate. Integrate. Integrate! A branded Web site/page that is easy to navigate and strategically incorporates new media technology is still your foundation for effective 24/7 messaging. Feature SNS links and Promoting new tags on NYSDOT every initiative page ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 22
  23. 23. Provide Information via Text Messaging Provide ozone alerts and travel options through text messages More than 2,000 New Yorkers signed up to receive texts since last spring Use keyword codes to track results. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 23
  24. 24. Downloadable Desktop Widget A way to get in front of your audience on a daily basis Convenient avenue for providing tips, updates and ozone alerts ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 24
  25. 25. Link Web 2.0 and Campus Outreach Global Warming Teach-in Focus the Nation Events Tapping into the Facebook market Reaching out to text message users ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 25
  26. 26. So What Now: Summary First, become a Web 2.0 user. Identify what your program stands for. What are you communicating? Identify and segment your target audiences. Create a plan that starts small but has room to grow. Think through the consequences of your strategy. Exercise foresight. Put somebody important in charge of your SNS. Do not “set then forget.” Promote, evaluate, measure and optimize. ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 26
  27. 27. Thank you! Christina Santos (csantos@icfi.com) Frank Mongioi, Jr. (fmongioi@icfi.com) ICF International (www.icfi.com) ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose 27

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