New Media Web 2 0 Social Networking Icf International Act

ICF Proprietary and Confidential – Do Not Copy, Distribute, or Disclose

Using New Media and Social Networking Strategies for TDM

ICF Proprietary & Confidential – Do Not Disclose© 2006 ICF International. All rights reserved.

Frank Mongioi, Jr. & Christina Santos August 31, 9:45 AM

2009 ACT International Conference

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Outline of Contents

Background – Web 2.0 in a TDM/AQ program as a modelToday’s Marketing LandscapeEvolution of the Web

• Old Model: Traditional Sites• New Model: Bringing in Digital, New Media & Web 2.0

Tips, Tactics and Examples You Can Use

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Background - Clean Air NY

A TDM program with an air quality – enviro spinNew York State Department of Transportation-funded initiativeICF is the main contractor and coordinates the efforts of 3 TMAs

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Today’s Marketing LandscapeTraditional 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.

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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.

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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

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Social Technographics Profile

Creators• Publish a blog, upload your Web pages, video, audio/music,

write articles/stories, forward messagesCritics

• 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 onlineJoiners

• 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 PodcastsInactives

• None of the above activities

Question: So which one are you? Do you know your target audiences’ online social profile?

Source: Groundswell (Forrester Research)

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Why Adopt Web 2.0 Now for TDM Programs?

Changing media habitsEasier to segment target audiences and measure resultsCost-efficient and measurableExtend 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.


Tips, Tactics and Examples You Can Use

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2008’s Most Visited Sites

Source: Based on data from Alexa, Nielsen, and top ten list searches on the Web.

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Today’s Popular SNS: Your Best Tools for Word-of-Mouth Advertising

Mainstream• Facebook (www.facebook.com)• MySpace (www.myspace.com)• Friendster (www.friendster.com)• Flickr (www.flickr.com)• Multiply (www.multiply.com)• Digg (www.digg.com)• Twitter (www.twitter.com)• Eventful (www.eventful.com)• LinkedIn (www.linkedin.com)• Second Life (www.secondlife.com),

a 3-D, virtual avatar community• Yahoo Groups (groups.yahoo.com)• Ning (www.ning.com)

Specialized Groups• Boomers: Eons

(www.eons.com.com)• AA: Black Planet

(www.blackplanet.com)• Religious: Faithbase

(www.faithbase.com)• Gay/Lesbian: Glee (www.glee.com)• Latinos: MiGente

(www.migente.com)• Young Latinos: MyBatanga

(www.mybatanga.com)• AsianAvenue

(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.

http://www.facebook.com/

http://www.myspace.com/

http://www.friendster.com/

http://www.flickr.com/

http://www.multiply.com/

http://www.digg.com/

http://www.twitter.com/

http://www.eventful.com/

http://www.linkedin.com/

http://www.secondlife.com/

http://www.ning.com/

http://www.eons.com.com/

http://www.blackplanet.com/

http://www.faithbase.com/

http://www.glee.com/

http://www.migente.com/

http://www.mybatanga.com/

http://www.asianavenue.com/

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Facebook Page

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The Viral Effect

The Clean Air NY Facebook page went live in January 2009Slow, steady growth for first 6 monthsPR event in June saw huge growth

• Average 25-30 new fans a day since

Many opportunities for exposure within Facebook

• Friends invite friends, Newsfeed stories, Facebook advertising

Since June 15th, number of fans increased from 500 to 2,000+

Facebook Fans to Date

0

500

1,000

1,500

2,000

2,500

1/1 2/1 3/1 4/1 5/1 6/1 7/1 8/1 9/1

Num

ber o

f Fan

s

Facebook Fans

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youtube.com/TDM organization

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U.S. Secretary of Transportation’s Blog

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San Fran Biking at blogspot.com

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CleanAirNY.blogspot.com

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Twitter.com/YourTDMorganization or program

http://twitter.com/CleanAirNY

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Flickr.com/YourTDMorganization or program

http://www.flickr.com/photos/cleanairny

http://www.flickr.com/photos/cleanairny

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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.

and

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Craigslist

Free PostingsSearch for relevant topic areas in the Community Section:

• Rideshare• Events• Local news• General interest

newyork.craigslist.org

http://newyork.craigslist.org/

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Integrate Web 2.0 Tools into Your Program Web site

Feature SNS links and tags on every page

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.

Promoting new NYSDOT initiative

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Provide Information via Text Messaging

Provide ozone alerts and travel options through text messagesMore than 2,000 New Yorkers signed up to receive texts since last springUse keyword codes to track results.

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Downloadable Desktop Widget

A way to get in front of your audience on a daily basisConvenient avenue for providing tips, updates and ozone alerts

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Link Web 2.0 and Campus Outreach

Global Warming Teach-inFocus the Nation EventsTapping into the Facebook marketReaching out to text message users

http://www.msmc.edu/home/

http://www.purchase.edu/

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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.

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Thank you!

Christina Santos ([email protected])Frank Mongioi, Jr. ([email protected])ICF International (www.icfi.com)

mailto:[email protected]

mailto:[email protected]

http://www.icfi.com/

New Media Web 2 0 Social Networking Icf International Act

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