Web 2.0 and Social Networking for TDM, presented at the 2009 ACT International Conference in Washington DC

1. Using New Media and Social Networking Strategies
for TDM
Frank Mongioi, Jr. & Christina Santos
August 31, 9:45 AM
2009 ACT International Conference
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2. Outline of Contents
Background – Web 2.0 in a TDM/AQ program as a
model
Today’s Marketing Landscape
Evolution 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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3. Background - Clean Air NY
A TDM program with an air quality – enviro spin
New York State Department of Transportation-funded initiative
ICF is the main contractor and coordinates the efforts of 3 TMAs
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4. Today’s Marketing Landscape
Traditional 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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5. 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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6. 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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7. Social Technographics Profile
Creators
• Publish a blog, upload your Web pages, video, audio/music,
write articles/stories, forward messages
Critics
• 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 online
Joiners
• 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 Podcasts
Inactives
• None of the above activities
Source: Groundswell
(Forrester Research)
Question: So which one are you? Do you know your target audiences’ online social profile?
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8. Why Adopt Web 2.0 Now for TDM Programs?
Changing media habits
Easier to segment target audiences and measure results
Cost-efficient and measurable
Extend 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.
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9. Tips, Tactics and Examples You Can Use
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10. 2008’s Most Visited Sites
Source: Based on data from Alexa, Nielsen, and top ten list searches on the Web.
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11. Today’s Popular SNS:
Your Best Tools for Word-of-Mouth Advertising
Mainstream Specialized Groups
• Facebook (www.facebook.com) • Boomers: Eons
• MySpace (www.myspace.com) (www.eons.com.com)
• Friendster (www.friendster.com) • AA: Black Planet
• Flickr (www.flickr.com) (www.blackplanet.com)
• Multiply (www.multiply.com) • Religious: Faithbase
• Digg (www.digg.com) (www.faithbase.com)
• Twitter (www.twitter.com) • Gay/Lesbian: Glee (www.glee.com)
• Eventful (www.eventful.com) • Latinos: MiGente
• LinkedIn (www.linkedin.com) (www.migente.com)
• Second Life (www.secondlife.com), • Young Latinos: MyBatanga
a 3-D, virtual avatar community
(www.mybatanga.com)
• Yahoo Groups (groups.yahoo.com)
• AsianAvenue
• Ning (www.ning.com)
(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.
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12. Facebook Page
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13. The Viral Effect
The Clean Air NY Facebook
page went live in January 2009
Slow, steady growth for first 6 Facebook Fans to Date
months
2,500
PR event in June saw huge 2,000
Number of Fans
growth 1,500
• Average 25-30 new fans a day 1,000
since 500 Facebook Fans
Many opportunities for exposure 0
within Facebook
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• Friends invite friends,
Newsfeed stories, Facebook
advertising
Since June 15th, number of fans
increased from 500 to 2,000+
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14. youtube.com/TDM organization
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15. U.S. Secretary of Transportation’s Blog
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16. San Fran Biking at blogspot.com
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17. CleanAirNY.blogspot.com
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18. Twitter.com/YourTDMorganization or program
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19. Flickr.com/YourTDMorganization or program
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20. and
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.
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21. Craigslist newyork.craigslist.org
Free Postings
Search for relevant topic
areas in the Community
Section:
• Rideshare
• Events
• Local news
• General interest
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22. Integrate Web 2.0 Tools into Your Program Web site
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.
Feature
SNS
links
and Promoting new
tags on NYSDOT
every initiative
page
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23. Provide Information via Text Messaging
Provide ozone alerts and travel
options through text messages
More than 2,000 New Yorkers
signed up to receive texts since
last spring
Use keyword codes to track
results.
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24. Downloadable Desktop Widget
A way to get in front of your
audience on a daily basis
Convenient avenue for providing
tips, updates and ozone alerts
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25. Link Web 2.0 and Campus Outreach
Global Warming Teach-in
Focus the Nation Events
Tapping into the Facebook market
Reaching out to text message users
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26. 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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27. Thank you!
Christina Santos (csantos@icfi.com)
Frank Mongioi, Jr. (fmongioi@icfi.com)
ICF International (www.icfi.com)
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