the queen city streetcar project--com350 social media and social change
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The Queen City Street Car Project: Committed to the future
development of adding streetcars to the city of Cincinnati
Presented by: J. Brooksbank, M. Carella, A. Spinnenweber
June 14, 2011
Goals for this project:
What is the Queen City Streetcar program?
What are the project goals?
Social Media Devices
What is Queen City Streetcar Development?
DevelopmentStreetcars promote economic development
RuralEffective way to increase investment
City of CincinnatiQueen City Streetcar—Climb On Board
Benefits of Streetcar system
Boosting the economy
Reducing traffic congestion
Stimulate private investment
Ridership benefits
Reduce carbon footprint
Attractive transit option
Goals of the Campaign
Raise awareness to the streetcar benefits
Help reduce traffic congestion
Stimulate economic growth
Link the center of commerce for our city to other urban sectors
Help the future of Cincinnati
Why Streetcars
Economic Development
Commercial
Development
Vital investme
nt in urban core
Type of Social Change
DevelopmentGet people to
support downtown by taking using
streetcar transit
Give businesses an incentive to
invest money to promote economic growth
Target Audience
Residents/Businesses of Cincinnati, Urbanists, Over-the Rhine activists,
young urban professionals, college kids, civic groups
Message caters to travelers and consumers to bring more
revenue into downtown
Message caters to businesses to
invest in the areas along the streetcar route
Target Audience
Collective Action FramesA mainstream
frame to appeal to the residents and
businesses of Cincinnati that
streecars will bring economic
development to the city
A progressive frame connecting social media tools to promote change within the urban
core and the areas it connects
Overall Queen City Streetcar Plan
A Step in the right direction
ECONOMIC Growth
Commercial
Development
Alternative
Transport
Opening the Urban Corridor
Social Media Campaign
Facebook Page http://www.facebook.com/
notes/the-queen-city-streetcar-project/about-
qcscp/172162919511102
Twitter Account http://twitter.com/#!/QCStreetcarProj
Wordpress
thequeencitystreetcarproject
http://www.linkedin.com/e/-mov6vf-gostpdw9-46/vgh/3953346/
Social Media Campaign
YouTube Videos
All are excellent social media platforms to
broadcast our social media campaign
Social Media Roadmap
Facebook is the world’s largest social network
Twitter is a social networking and micro-
blogging service for instant messaging
Wordpress is a blog tool and publishing platform
LinkedIn has over a 100 million professionals that
helps people stay informed
Social Media Campaign
Tools
Social Media Roadmap
YouTube is the world’s largest video sharing
service
Created a poster focused on a single message
Created Mock Rally on Facebook (to get people
involved for those interested)
Social Media Campaign
Tools
Social Media Roadmap
Online tools have become a growing part of
how information is sourced, published and
consumed
Our goal is to create an online neighborhood
where people can interact and participate in a
advantageous social cause
These social media tools were used to
communicate and exchange info.
Social Media Tools
How we measure success
Word of mouth in action on social media sites –
measuring traffic
Measure visitors-- social network sites, tweets, comments on the blog
Things happen in sequence—media tools + action + reaction = impact
on campaign
Website visitors, retweets, YouTube
views, facebook friends, blog
comments, twitter followers
Success
How we measure success
Review which media tools are being
accessed
Analyze what parts of the campaign drove traffic and produced results
Determine which online tools were interacting best and which need
work
Success
How do you see online campaign moving offline
Look at market
awareness every month and engage
in….
Email marketing
Direct Mail
Other Social events such
as fund raisers
Streetcar Rallies
Display Printed Posters
throughout the city
Word of mouth
Look for opportunities to broadcast
message