the 21st century's town crier - gaudette
TRANSCRIPT
Municipal Outreach
The 21st Century's Town Crier
Rick GaudetteMass Recycle BoardRecycleBank [email protected]
The Medieval Town Crier
Chief means of communicating news.
Makes announcements in the streets where people congregated.
Dress elaborately to stand out.Rang a bell to attract attention.Repeated cry- hear ye, hear ye
Medieval Tools
20th Century Town CrierSeveral ways of outbound
communication.Announce where people
congregate.Elaborate and exaggerate to
stand out.Do anything to attract brand
attention.Repeated cries - buy now, act now.
20th Century ToolsNewspapers and MagazinesRoadside Signs and BillboardsPosters, Leaflets and FlyersLocal Radio and TelevisionWebsites (156M)
Internet Advertising (Google)
What’s new? Social Media Stats Gen Y (mid 1970-2000)
◦ outnumber Baby Boomers this year.◦ 96% have joined a social network.
Years to Reach 50 millions Users: ◦ Radio (38 Years), TV (13 Years).◦ Internet (4 Years), iPod (3 Years).◦ Facebook -100 M in under (9 months). (300M
now)YouTube the #2 largest search engine.Wikipedia has over 13 million articles 200,000,000 Blogs 54% post content or tweet
daily
21st Century Landscape
Creation and exchange of user generated content
21st Century Town CrierMany means of communication.Many places where people
congregate.New rules to stand out or to hide.Messages easily heard or lost.
21st Century Town CrierIt is not just about the toolsIt is still about
◦Building Relationship ◦Creating Trust◦Exchanging information
But the tools enable the Town crier◦Faster, less control, ◦user generated, persistent.
21st Century Tools
Social Networks
Podcasts Blogs Video
Face book 350MLinked in 60MMy Space 130 MTwitter 250MClassmates- 50MGoogle Buzz new
Podcast alleyIPod
Blogger.comGreen- 2706 Gist WonkWiki- wikipedia
You Tube 1.2B v/dViddlerFlickr 32MVimeo 3.1M
Much has changed and much has not
Who - know your audience. (City-data, Wikipedia, US census)
What - want them to do (act, educate, advocate…)
When - action takes place (event, continual…)
Where - it happens (store, home, work)
How - to reach them (20th and 21st century tools)+
My only Handout!
Finding a Winning Combination
Aware EducateLaunch Activate Motivate
PressCableNewspaperEditorial Cart /Door
Direct mail 800 Support
Green schools
Web site (2)
You Tube Face bookTwitter…
EmailNews letter
The 3C’s of the 21st CenturyClients- its about them
◦ Better understanding- “Survey monkey”
Channels - lots of ways to reach◦ Traditional outreach◦ Web presence◦ Social Media interaction
Collaboration- interactive◦ When to use and how to choose.