the 21st Century's Town Crier - Gaudette


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  • with the people of the town since many could not read or writeby a tradition dating to the 18th century, in a red and gold robe, white breeches, black boots and a tricorne hatthey shout the words " hear ye, hear ye, hear ye!" before making their announcements, itis a call for silence and attention.
  • In tune with the times.
  • MEDIA: THE OLD WAY• one-way • push-driven • interrupt-driven • brand-driven i.e., a monologue.
  • 1986 Listserv was the first electronic mailing list software application, consisting of a set of email addresses for a group in which the sender can send one email and it will reach a variety of peopleIt was first incorporated as a privately held company on September 4, 1998, with its initial public offering to follow on August 19, 2004NEW YORK — Facebook Inc., the world’s largest social networking site, surpassed Google Inc.’s search engine in weekly hits to become the most visited website in the United States for the first time, according to research firm Hitwise.
  • By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social networkSocial Media has overtaken porn as the #1 activity on the Web1 out of 8 couples married in the U.S. last year met via social mediaYears to Reach 50 millions Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (300 million users)The fastest growing segment on Facebook is 55-65 year-old females80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experiences?Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmenWhat happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…forever!!The #2 largest search engine in the world is YouTubeWikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-EnglishThere are over 200,000,000 Blogs54% = Number of bloggers who post content or tweet daily
  • Social media Agroup of Internet-based applications that build on the ideological and technological foundations of Web 2.0, that allow Creation and exchange of user generated contentSource:
  • A podcast is a digital audio or video file that is episodic; downloadable; programme-driven, mainly with a host and/or theme; and convenient, usually via an automated feed with computer software.[3]A blog (a contraction of the term "web log")[1] is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. The ability of readers to leave comments in an interactive format is an important part of many blogs BlogosphereA wiki is a database of pages which visitors can edit live.“A wiki is a database of pages which visitors can edit live.”YouTube is a video sharingwebsite on which users can upload and share videos Video search utilized to discover video content more than 1/4 of the time, It is utilized as much as social video discovery, and the use of video search as a means to find online video content is growing.Charlene Li –best selling author, ”Groundswell: Winning In A World Transformed By Social Technologies”. So much of social technology and media engagement is centered on listening – not something many people, let alone companies, are very good at.
  • Most of what you do will take multiple channels and multiple repeats.. Adding digital media and social media in the right places.. for the right audiences and realize it will not work for others…separate more, recycle batteries, recycle more, paper only, attend event
  • RecycleBank is in the business of changing behavior through rewards,We integrate a mix of 20th and 21st century tools to do it. We first assess the cities audience, channels,
  • Common Needs - New MethodsEducation-ActAdvocate-AttendTrust-AwareEducate
  • the 21st Century's Town Crier - Gaudette

    1. 1. The 21st Century's Town Crier<br />Municipal Outreach <br />Rick Gaudette<br />Mass Recycle Board<br />RecycleBank <br />781-354-0838<br /><br />
    2. 2. The Medieval Town Crier<br />Chief means of communicating news.<br />Makes announcements in the streets where people congregated.<br />Dress elaborately to stand out.<br />Rang a bell to attract attention.<br />Repeated cry- hear ye, hear ye<br />
    3. 3. Medieval Tools<br />
    4. 4. 20th Century Town Crier<br />Several ways of outbound communication.<br />Announce where people congregate.<br />Elaborate and exaggerate to stand out.<br />Do anything to attract brand attention.<br />Repeated cries - buy now, act now. <br />
    5. 5. 20th Century Tools<br />Newspapers and Magazines<br />Roadside Signs and Billboards<br />Posters, Leaflets and Flyers<br />Local Radio and Television<br />Websites (156M)<br />Internet Advertising (Google)<br />Email <br />
    6. 6. What’s new? Social Media Stats <br />Gen Y (mid 1970-2000)<br /> outnumber Baby Boomers this year.<br />96% have joined a social network.<br />Years to Reach 50 millions Users:  <br />Radio (38 Years), TV (13 Years).<br />Internet (4 Years), iPod (3 Years).<br />Facebook -100 M in under (9 months). (300M now)<br />YouTube the #2 largest search engine.<br />Wikipedia has over 13 million articles <br />200,000,000 Blogs 54% post content or tweet daily<br />
    7. 7. 21st Century Landscape<br />Creation and exchange of user generated content<br />
    8. 8. 21st Century Town Crier<br />Many means of communication.<br />Many places where people congregate.<br />New rules to stand out or to hide.<br />Messages easily heard or lost.<br />
    9. 9. 21st Century Town Crier<br />It is not just about the tools<br />It is still about <br />Building Relationship <br />Creating Trust<br />Exchanging information<br />But the tools enable the Town crier<br />Faster, less control, <br />user generated, persistent.<br />
    10. 10. 21st Century Tools<br />
    11. 11. Much has changed and much has not<br />Who - know your audience. (City-data, Wikipedia, US census)<br />What - want them to do (act, educate, advocate…)<br />When - action takes place (event, continual…)<br />Where -it happens (store, home, work)<br />How - to reach them (20th and 21st century tools)+<br />My only Handout!<br />
    12. 12. Finding a Winning Combination<br />Aware<br />Educate<br />Launch<br />Activate<br />Motivate<br />
    13. 13. The 3C’s of the 21st Century<br />Clients- its about them <br />Better understanding- “Survey monkey”<br />Channels - lots of ways to reach<br />Traditional outreach<br />Web presence<br />Social Media interaction<br />Collaboration- interactive<br />When to use and how to choose.<br />