Building a Place and a Community with Digital Communications and Social Networks
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Transcript of Building a Place and a Community with Digital Communications and Social Networks
Building a Place and
a Community with
Digital Communications and Social
Networks
2007 – 2010
Major investments with massive frustration, the
Great Recession, pent up demand, and we were old
and stodgy;until January 4, 2010.
“A new approach is called for on the waterfront – one that is both more
deliberate and more experimental... The massive expanse of the South Boston
waterfront, with its existing knowledge base, opportunity for growth, and world-
class infrastructure is ripe to produce world-class products and services” - Mayor
Thomas M. Menino
2
Fort Point Channel
Fan Pier/ Seaport
Boston
Marine Industrial
Park
Convention Center
Area
7
Four distinct
neighborhoods
Draw on Curiosity for Purposeful Interaction Create an Emotional ConnectionEncourage a Call to Action
Use low-involvement, transformational persuasion tactics
Low-involvement: Low-risk, no cost activities or services.
Transformational: Intellectual stimulation or social approval (personal recognition) to help bolster the brand attitude and communicate information about the Innovation District for future opportunities.
Comm.
Plan
Because the City does not offer an immediate, direct benefit, the
strategy is rooted in leveraging the theory of social networks,
inspiring influencers to become brand ambassadors and
mutually-beneficial partners.
Comm.
Strategy & Tactics
Immediate Communications Strategies:
Dare to be different
Be risky, humble, nimble, always have the last word, and say “YES!” to everything.
This is not your grandmother’s city. In concert with the spirit of the Innovation District, we must
be as open and allow for idea dialogue. Nimble, fast, responsive, provocative, and imperfect
are how we define ourselves.
Perception is Reality
Give people information by being the source that makes and/or publishes the news.
Let’s face it, the more people know, the more accepting they are. Give the public the
information and they will respect the effort and even join in the sentiment.
And we make the news. Good, bad or indifferent, we make it and in order to control the
message in today’s fast-paced, instant-communication world, we need to be the ones reporting
it first, then the press as needed.
PositioningThe Boston Innovation District is poised to be on the
forefront of the Idea Revolution, and change the way
industries and economies of the world thrive. A
playground where individuals and companies inspire
their ideas to define the direction of the future. A place
where we can all make history.
New Media
Traditional Media
Independents (early and eternal entrepreneurs)
Developers
RE Professionals/Site Selectors
Foundations
Associations
Sector Leaders
Institutions
Global cluster groups
Investors
Target Audiences
Financial Influencers
Industry Influencers
Social Influencers
Change brand identityShift brand attitude and inspire investment.
TacticsMet with key players (internally and externally) to discuss the future
opportunities and current challenges.
High Involvement-Informational in person
(Seaport Square and Slideshare)
Developers
RE Professionals/Site Selectors
Foundations
Target Audiences
Financial Influencers
Change brand identityShift brand attitude and inspire collaboration and ambassadorship.
TacticsMet with local association leaders and universities to discuss the vision and concept for the
Innovation District and potential future opportunities.
Targeted industry publications and international social media channels.
Met with many international groups visiting Boston.
(PWC New Zealand)
Associations
Sector Leaders
Institutions
Global cluster groups
Target Audiences
Industry Influencers
Build brand awarenessNo one comes. Introduce and inspire commitment to the vision through
experiences.
TacticsMet with local entrepreneurship groups/leaders to discuss the concept for the
Innovation District and potential future opportunities.
Determined their needs and responded.
(Buzzient/GreenTown Labs/Kirsner, Wired, & Rxn)
New Media
Traditional Media
Independents (early and eternal entrepreneurs)
Target Audiences
Social Influencers
Comm.
Strategy & Tactics
Internal Communication
TBD
Develop Brand Guidelines soon
External Communication
There should be a tangible marketing/media packet soon.
The foundation for communications will be in new and social media - blog, Twitter, and by participating in others’ channels/groups.
Style and Tone
Smart, personal voice. Fun with appropriate punctuation
Be gracious, but modest. Don’t RT kind words, just thank people.
Community Building
Talk when you’ve got something to teach.
Follow the right people. More is not better.
Support others’ news/events.
Stay tuned in to what else is going on in the district. Listen x3.
Frequency and Dialogue
Conversations happen organically, but have the last word if possible.
@IDBoston will RT misc info not from partners not directly aligned with vision
RT with quote on applicable partner messages about events, etc in IDBoston
Tech/Syntax Support
Use robust system: HootSuite
Think about allowing more access to handle
Auto tweet blog post (weekly)
Use active links to more information all of the time.
Website: Original and Emotional
Publish original content on updates weekly via blog. Always better to communicate our original information as opposed to mentions in other media
outlets (press page).
Advance the emotional connection between the ID and our key audience to increase attachment and participation.
Sustain and expand organic growth of the ID as an independent concept leading the future of Boston.
Event pages to expand and connect the communities
Tumblr: Press & Posts
Set up Google Alert, add bookmark, thoroughly approve content, and publish. Be mindful of images vs quotes and frequency of pushes to Twitter.
What Happened?The conversation spread globally and hyper-locally.
Broad local discussions were combined with extreme vertical issues.
Perception became reality.Demand drove opportunity in existing RE supply, which drove new RE growth.
It became self-sustaining.The emotional connection inspired collaborators to find ways to profit and a community to create (and defend) a place.