International Marketing Communication and its process..promotional tools
Presentation To Iowa Pipeline Safety Conference June 2010
1. Public Awareness – 2010 Effective, affordable & easy communications strategies 2010 Iowa Pipeline Safety Conference Presented by Ronald Hanser, APR Hanser & Associates hanser.com June 23, 2010
2.
3. Public Awareness (Cont.) In a nutshell… Three requirements: 1) Message Type 2) Delivery Frequency 3) Delivery Method and/or Media
4. Public Awareness (Cont.) Safety messages must: Be specific to each of the target audiences, Be delivered in an effective manner, and with a frequency appropriate for the audience.
5. Public Awareness (Cont.) Effectiveness Measurement… U.S. DOT requires pipeline companies to measure “effectiveness” of public awareness programs by June 2010. Right of Way direct mail responses, web surveys, written surveys, phone surveys, etc. Off-the-shelf tools: CeleritasWorks, Paradigm, etc.
6. Public Awareness tools How to make the process easier and less costly? INTEGRATE… 1 - YOUR (PAID) MESSAGE Ads & Direct Mail 2 – THIRD-PARTY’S MESSAGE News media (“earned media”) strategy Define news & work w/reporters
7. Public Awareness tools Shift from Direct Mail to Email Publish (all types of online media) as part of “earned media” strategy Build databases of “affected publics” and send emails. Email/social combo lowers costs while allowing better data (open rate, click through, pass-along) Capture Web metrics to prove reach Ability to survey quickly (awareness) and measure effectiveness.
8. Public Awareness tools Guidelines on integration & social media Q8. Can an operator deviate from the baseline program recommendations in RP 1162? Yes, however, the operator must justify why an alternative public awareness activity, frequency, or delivery method achieves an equivalent level of safety awareness with the stakeholder audience as compared to the recommendations outlined in RP 1162.
9. Guidelines on integration & social media Q12. How can gas transmission and hazardous liquids operators reach people who may be present in Places of Congregation (POC)? One option is to partner with the POC by providing pipeline safety information to the POC with a request to pass the information along to individuals. Examples of how a POC could pass along pipeline safety information include newsletters, bulletins, and bulletin boards. If a large number of POC are present along the pipeline ROW, an effective strategy may be to implement a mass media campaign to increase the awareness of those who may congregate. Public Awareness tools
10. Public Awareness tools Guidelines on integration & social media Q13. If a gas transmission or hazardous liquids operator participates in a mass media campaign, must the operator also send mailings to residents along the ROW? Maybe. If the… campaign includes all messages recommended for the Affected Public audience… operator may decide that a mass media campaign is the best method for raising… awareness. This represents a deviation from RP 1162, which would need to be justified in the written program. Operators choosing this option must provide details about the geographic areas covered by the mass media campaign. If the mass media campaign does not include all messages recommended for the Affected Public audience… operator must justify in the written plan why this message is not necessary for pipeline safety.
11. Our Social Media experience Drove record sales by engaging passengers for a transportation company Increased attendance at internationally recognized training events Exceeded sales goals at launch of a national restaurant franchise
12. Internet Users Interact with companies via social media Believe companies should have a presence in social media Feel a stronger connection to companies they interact with online
13. The Big Picture In short, this is important Social Media Revolution: http://www.youtube.com/watch?v=sIFYPQjYhv8
14. Our survey findings We surveyed 907 Business Record readers Identified social media goals, resources and outcomes Report is available at hanser.com
17. Survey says: no direction? Strategy and measurement are lacking 54% have no defined strategy 67% have no established way to measure social media success
19. Survey says: low commitment Organizations are not committing many resources to social media; most… Dedicated fewer than five part-time employees to social media responsibilities Spent less than $10,000 in 2009 Do not plan to increase budget in 2010
20. Survey says: there is value? Just 37% say their social media activity meets their expectations More than 40% say they don’t know if their activity meets expectations Yet, 82% say social media is worth the investment
22. Survey: utilities/construction 62 Utility & Construction participants Similar responses for nearly all questions Lower participation in construction Social media’s relevance for construction and utilities?
23. Your social media program Listen Formulate strategy Identify resources Implement Measure
Going to talk briefly about:Survey we did in JanuaryWhat it showed about construction and utilitiesOur suggested approach to social mediaWill leave lots of time for questions, too
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
Bottom line: people expect your organization to participate!
What do we know about this stuff?Been doing online/integrated work since 2005Winning awards for this work, too
Bottom line: people expect your organization to participate!
Comments: In short, Social Media is important and pervasive Used by business, as well as consumers All slides in this presentation (and link to this Video)available online at Hanser.com …continue…
Business Record/Hanser & Associates 2010 Social Media Survey in JanuaryWhy?There is explosive adoption of social media by individuals and organizationsOrganizations are hungry for ‘best practices’ and ways to get startedNo market data existed to demonstrate the state of social media practices in central IowaCreated a baseline understanding of how organizations in Central Iowa use social media.Respondents were executives and managers of companies operating in Central Iowa.
Nearly 3 in 4 organizations are using social media, and about half started in the last twelve monthsNational data suggests adoption doubled in 2009 across all types of organizations in a range from 24 to 92 percent.
Creating awareness is the leading goal of social media participationLead generation and customer service are also a majority activity
Many businesses are not measuring their effectiveness and have expressed disappointment with their early efforts.
Social networks are the most popular tools, used by 85% of responding organizations. Blogging, microblogging and online video are also popular. Just 8% are using monitoring tools.
Social media is neither free nor easy. Tools are easy to acquire; integration requires effortTime is the biggest investment – those responsible spend around 20% (or more) of a work week on SM
Overall, organizations are positive about the potential for social mediaWe want to better understand how more than 60% of businesses want to do more of something that is not meeting their expectations.
There is a positive relationship between having a strategy and getting results!
Now a look at the 62 business people in the Utility and Construction industry in Iowa who responded to the survey…Beware: small sample! (among the 907 total respondents)
Here is a proven process for building integrated social media programs…Use monitoring tools to identify venues, people and topics that matterUse business goals and monitoring results to forge an approach to participationTool selection is important, but *people* (and their time) are the most valuable resource requiredImplementation is social – harnessing the power of conversations to meet mutual goalsMeasurement helps management – allows for adjustment over timeThe planning (steps 1-3) can be done within a month for most organizations; execution is highly variable based on goals, stakeholders and resources
![Public Awareness Programs Fed. pipeline safety regs (API RP 1162) Stakeholder audiences: Affected Publics, Public & Emerg. Officials, Excavators, etc. ,[object Object], (PHMSA developing with stakeholders)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)