How can new media strengthen. 16th Operation Lifesaver International Symposium Navigating Rail Safety

Transcription

1 How can new media strengthen the message? 16th Operation Lifesaver International Symposium Navigating Rail Safety August 31, 2010

2 Overview AnnetteLapkowski Lapkowski, FloridaOL Bryan Glover, CSXT Katie Chimelewski, CSXT Jessica Allen Feder, Indiana OL Social Media Discussion Special Project Overview Rail Safety Coalition Print PSA contest

3 National OL 2009 Statistics Number of Presentations = 32, Total reached by presentations = 1,068,690 Total reached hdat events = 2,314, Total reached = 3,383,630 OLI, 2010

4 Groups that are easier to reach Elementary School Middle School Drivers Education Bus Drivers Law Enforcement Emergency Responders Professional Drivers Groups that are harder to reach Business Professionals College Students Elder Drivers Parents General Public

5 Demographics Total Population ~ 340 M 1 in 5 U.S. residents speak a language other than English at home (> 47M) Top Languages: Spanish Chinese French US Census, 2008, 2010

6 The results Percentage of U.S. residents reached through presentations and events? Approximately 1%

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9 2009 Florida and Jacksonville

10 How can we improve? Traditional Media Billboards Newspaper pp articles Public Service Announcements New Media Web and cell advertising Video sharing sites Social media

11 We are living in exponential times Millio ons Number of internet devices 1,000 1 Million 1 Billion There are projected to be 1 Billion Mobile Internet devices by 2013 IDC 2009

12 Years it took to reach a market audience of 50 million Rdi Radio 38 years TV Internet ipod Facebook 13 years 4 years 3 years 2 years

13 Americans have access to: 1,000,000,000,000 (1 Trillion) web pages 65,000 iphone apps 10,500 radio stations 5,500 magazines 200+ cable tv networks Google, 2009

14 Americans online by age Pew Internet, Generations Online in 2009

15 Traditional Advertising vs. New Media Advertising Web +9.2% Mobile Device +18.1% Radio Newspapers TV Magazines 11.7% 18.7% 10.1% 1% 14.8% NY Times, 2009

16 Number of Unique Visitors per month 10 Million Broadcasting since Million These sites didn t exist 7 years ago...

17 Facebook Facebook khl helps you connect & share with the people in your life Facebook.com Largest social network; used to connect and interact with other people Users can join networks organized by: City Workplace School Region Add friends, send messages, update personal profiles to notify friends about themselves

18 Facebook Facebook khl helps you connect & share with the people in your life Facebook.com Number of users: > 130 million USA Demographics 4% 3 to 12 22% 13 to 17 42% 18 to 34 20% 35 to 49 12% 50+

19 Facebook Facebook khl helps you connect & share with the people in your life Facebook.com

20 MySpace A Place for Fi Friends MySpace.com 2 nd largest social network Interactive network of: friends, personal profiles, blogs, groups, photos, music, and videos

21 MySpace A Place for Fi Friends MySpace.com Number of users: > 46 million USA Demographics 5% 3 to 12 27% 13 to 17 44% 18 to 34 16% 35 to 49 8% 50+

22 MySpace A Place for Fi Friends MySpace.com

23 Twitter What are you doing? twitter.com 3 rd largest social network (behind Facebook and MySpace) Free social messaging utility for staying connected in real time Allows its users to send and read other users' updates (known as tweets), which are text based posts of up to 140 characters in length

24 Twitter What are you doing? twitter.com Number of users: > 34 million Number of monthly visitors: > 300 million Demographics 4% 3 to 12 13% 13 to 17 45% 18 to 34 24% % 50+

25 Twitter What are you doing? twitter.com

26 YouTube Broadcast tyourself YouTube.com Video sharing website World's most popular online video community 4 th most visited ii website bi on the Internet, behind Google, Yahoo! and Facebook Every minute, 20 hours of video is uploaded

27 YouTube Broadcast tyourself YouTube.com Number of users: > a billion views a day worldwide Demographics 5% 3 to 12 21% 13 to 17 36% 18 to 34 22% 35 to 49 16% 50+

28 YouTube Broadcast tyourself YouTube.com Video sharing YouTube Google Video Vimeo Dailymotion Photo sharing Flickr Slide

29 Social Media: It starts with you! Visit oli.org org Join Facebook, MySpace, and Twitter pages that Operation Lifesaver organizations host Tell online friends about OL Pass OL Public Service Announcement videos onto others...

30 Groups that are easier to reach Elementary School Middle School Drivers Education Bus Drivers Law Enforcement Emergency Responders Professional Drivers Groups that are harder to reach Business Professionals College Students Elder Drivers Parents General Public

31 Rail Safety Coalition Mix of existing and new approaches to community outreach Enlist locals Use Social Media Sustain the message Target everyone

32 Rail Safety Coalition Deliver OL message throughout a community Not hit and miss Have buy in from 1 st day OL initiated Community maintained

33 Rail Safety Coalition Tool for State Coordinator Explains OL roles and tools Consistent Theme Directs everyone to oli.org Incorporates Social Media

34 Next Steps Implementation in Indiana and Florida 1 location Evaluation of program over time Short term feedback Wb Web surveys Postcard surveys Local government feedback Long term feedback Incident trends

35 Special thanks to the Federal Railroad Administration, CSX Transportation, Florida Department of Transportation Public Information Office, Systems Planning Office & Rail Office, and Operation Lifesaver, Inc.

36 Print Public Service Announcement Contest Artist at your table from Maryland Institute College of Art they come up with visual solutions to problems Brainstorm a railroad safety poster idea Collaborate with ihyour artist on the idea 30 minutes total Posters will be judged and winners will be declared tomorrow

37 Special thanks to the Federal Railroad Administration, CSX Transportation, Florida Department of Transportation Public Information Office, Systems Planning Office & Rail Office, and Operation Lifesaver, Inc.

38 Transformational Shift Shift toward fewer young drivers could have repercussions for all marketers Only partly economy driven Digital technology allows teens to connect with their friends virtually Advertising Age, May 31, 2010

39 Components Goals Statistics National, State, Local Partners Media Traditional& Social Presentations Graphics Audio, Video, Posters Evaluation Short term & Long term

40 Roles and Responsibilities State Coordinator Initiates process, selects location, meets with elected officials State Board of Directors Encourages partner participation; supports effort Trainers Provides training to law enforcement, emergency responders, and new presenters Presenters Present OL approved material to various community organizations at the request of the State Coordinator

41 Roles and Responsibilities Volunteers ou tees Assist with traffic blitzes and recruiting Railroad Partners Works closely with the State Coordinator, provide data and support Department of Transportation Work closely with the State Coordinator, provides engineering guidance Federal Railroad Administration Provide guidance as needed

42 State Coordinator appointees Community coordinator Primary contact for planning, mailing and any questions that may come along; works very closely with the state coordinator Engineering coordinator Works with state agencies and county and local engineers onpending orproposed projects in the area Law enforcement coordinator Meets with all agencies to plan enforcement activities Ril Railroad coordinator Works to help with presentations and coordinate schedules for enforcement purposes

43 State Coordinator appointees Media coordinator Works closely with state coordinator to encourage media participation and provide press releases and information Private sector / civic organization coordinator; Works to help schedule presentations to local businesses and civic or fraternal groups Education coordinator Responsible for contacting the school districts and setting up schedules for the presenters; works closely with state coordinator and the private sector/civic coordinator Luncheon coordinator Responsible for finding the luncheon site, planning the menu, and seeking local sponsorship for the luncheon