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Reaching new audiences with new tools cole 4.3.13


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Presentation "Reaching New Audiences With New Tools" at the National Association of Environmental Professionals Annual Conference in LA on April 3, 2013. The panel included Ted Nguyen, Orange County Transportation Authority PR Manager, and Lloyd Brown, AASHTO Communications Director. We discussed how new and traditional outreach tools must compliment one another but focused on the need for the environmental, transportation, AEC, transit industries and more need to more fully embrace new technologies for outreach such as social media. My presentation focused on social media use at the project level.

Reaching new audiences with new tools cole 4.3.13

  1. 1. Reaching New Audiences with New Tools How Parsons Brinckerhoff Uses Social Media For Projects Twitter: @TransPRDarrel W. ColeAssistant Vice PresidentManager, Communications &Public Involvement
  2. 2. What’s in your toolbox? Reaching Audiences Where They ArePublic meetingsE-mail marketingBranding & key messagingInteractive WebsiteTraveling ExhibitsMedia RelationsSocial MediaDoor-to-DoorMobile ApplicationsInfographicsAnd, ??? (Use your imagination!)
  3. 3. Project-Level Social MediaReaching Audiences Where They Are Project Social Media Sites Developed by Parsons Brinckerhoff
  4. 4. Combining Traditional Outreach with New Methods The New Reality Do you know what the public is saying about your project, plan, study online, right now?
  5. 5. Combining Traditional Outreach with New Methods The New Reality “I’m screwed without you guys” We Know what the online public is saying about our projects. “I’m soooooo not happy!”“End this project now!”
  6. 6. Connections That Count It’s Not About Numbers Ann ArborTwitter/ Huey P. Long Bridges LAFacebook/ Bridge Geaux Wider (As of Nov. ExpressLanesOther (est. 2009) (est. 2009) 2012) (since 7-2012)Followersand likes 7,000 1,600 750 2,500Monthly Reach 160,000 36,000 12,000 260,000Potentialmonthly reach 3 million+ 900,000 75,000 1.4 millionOf Note: Strategic 2 million reached in Engagement in 1st transportation In a university town, Spanish 5 days, promoting project in U.S. to 80% of followers ---- public meeting : 300% increase in utilize Google+ are 35 and over cost $1,000 engagement in first 2 months Project Social Media Sites by Parsons Brinckerhoff’s Communications & Public Involvement Group
  7. 7. Be Visualuse photos,VIDEOS, and links.
  8. 8. Be Honest andaccurate Be relevant.
  9. 9. Be nice and directshare It will be returned.
  10. 10. After 9 Projects, 20+ social media platforms What We Have LearnedAshton Kutcher and Lady Gagawill not follow your project. You can reach minority audiences on social media with aOn most projects, more than strategic plan in place60% followers are womenMore views on social mediapages, compared to projectwebsite25% project information.Engage, share, be nice, respondeven if in disagreement
  11. 11. After 9 Projects, 20+ social media platforms What We Have Learned-- Ideal for crisis communications – minimize opposition-- Advertising through Facebook & Twitter has benefits and islow cost-- Must be part of transparent, open communicationphilosophy … philosophy of engagement-- When done right, your most engaged audience-- Mobile “Likes” are taking over PC-generated “Likes”-- It’s darn fun
  12. 12. QuestionsKeep the Conversations Going