Public Awareness – 2010
Effective, affordable & easy
communications strategies
2010 Iowa Pipeline Safety ConferencePresented by Ronald Hanser, APR
Hanser & Associateshanser.com
June 23, 2010
Public Awareness Programs
Fed. pipeline safety regs (API RP 1162)
Stakeholder audiences: Affected Publics, Public & Emerg. Officials, Excavators, etc.
• PIPA best practices re risks (PHMSA developing with stakeholders)
Public Awareness (Cont.)
In a nutshell… Three requirements:
1) Message Type
2) Delivery Frequency
3) Delivery Method and/or Media
Public Awareness (Cont.)
Safety messages must:
Be specific to each of the target audiences,
Be delivered in an effective manner, and
with a frequency appropriate for the audience.
Public Awareness (Cont.)
Effectiveness Measurement…
U.S. DOT requires pipeline companies to measure “effectiveness” of public awareness programs by June 2010.
Right of Way direct mail responses, web surveys, written surveys, phone surveys, etc.
Off-the-shelf tools: CeleritasWorks, Paradigm, etc.
Public Awareness tools
How to make the process easier and
less costly?
INTEGRATE…
1 - YOUR (PAID) MESSAGE
Ads & Direct Mail
2 – THIRD-PARTY’S MESSAGE
News media (“earned media”) strategy
Define news & work w/reporters
Public Awareness tools
Shift from Direct Mail to Email Publish (all types of online media) as part
of “earned media” strategy Build databases of “affected publics” and
send emails. Email/social combo lowers costs while
allowing better data (open rate, click through, pass-along)
Capture Web metrics to prove reach Ability to survey quickly (awareness) and
measure effectiveness.
Public Awareness tools
Guidelines on integration & social media
Q8. Can an operator deviate from the baseline program recommendations in RP 1162?
Yes, however, the operator must justify why an alternative public awareness activity, frequency, or delivery method achieves an equivalent level of safety awareness with the stakeholder audience as compared to the recommendations outlined in RP 1162.
Public Awareness tools
Guidelines on integration & social media Q12. How can gas transmission and hazardous
liquids operators reach people who may be present in Places of Congregation (POC)?One option is to partner with the POC by providing pipeline safety information to the POC with a request to pass the information along to individuals. Examples of how a POC could pass along pipeline safety information include newsletters, bulletins, and bulletin boards. If a large number of POC are present along the pipeline ROW, an effective strategy may be to implement a mass media campaign to increase the awareness of those who may congregate.
Public Awareness tools
Guidelines on integration & social media Q13. If a gas transmission or hazardous liquids operator
participates in a mass media campaign, must the operator also send mailings to residents along the ROW?Maybe. If the… campaign includes all messages recommended for the Affected Public audience… operator may decide that a mass media campaign is the best method for raising… awareness. This represents a deviation from RP 1162, which would need to be justified in the written program. Operators choosing this option must provide details about the geographic areas covered by the mass media campaign. If the mass media campaign does not include all messages recommended for the Affected Public audience… operator must justify in the written plan why this message is not necessary for pipeline safety.
Our Social Media experience
Drove record sales by engaging passengers for a transportation company
Increased attendance at internationally recognized training events
Exceeded sales goals at launch of a national restaurant franchise
Internet Users
Interact with companies via social media
Believe companies should have a presence in social media
Feel a stronger connection to companies they interact with online
The Big PictureIn short, this is important
Social Media Revolution: http://www.youtube.com/watch?v=sIFYPQjYhv8
Our survey findings
We surveyed 907 Business Record readers
Identified social media goals, resources and outcomes
Report is available at hanser.com
Survey says: high participation
71.5%
28.5%
Does your organization use social media?
Yes
No
Survey says: we want attention
0%10%20%30%40%50%60%70%80%90%
100%
Buildin
g
aw
are
ness/e
xp…
Collabora
ting
inte
rnally
Support
ing
custo
mers
Cre
ating n
ew
busin
ess …
Genera
ting leads
Reducin
g
expenses
Clo
sin
g s
ale
s
Develo
pin
g
bett
er …
Oth
er
(ple
ase
specify)
What are your goals for social media?
Survey says: no direction?
Strategy and measurement are lacking
54% have no defined strategy
67% have no established way to measure social media success
Survey says: networks rule
0%10%20%30%40%50%60%70%80%90%
Blo
ggin
g
Mic
roblo
ggin
g
Insta
nt
messagein
g/c
hat
Socia
l netw
ork
ing
Wik
is
Photo
shari
ng
Vid
eo s
hari
ng
Podcasting
Pre
senta
tion
shari
ng
Socia
l Bookm
ark
ing
Monitori
ng
Select all of the following tools your organization uses...
Inte
rnet
foru
ms/
message b
oard
s
Survey says: low commitment
Organizations are not committing many resources to social media; most…
Dedicated fewer than five part-time employees to social media responsibilities
Spent less than $10,000 in 2009
Do not plan to increase budget in 2010
Survey says: there is value?
Just 37% say their social media activity meets their expectations
More than 40% say they don’t know if their activity meets expectations
Yet, 82% say social media is worth the investment
Survey says: strategy is good
0
50
100
150
200
250
Yes
No
Does your organization have a defined strategy
for using social media?
Yes
No
Don't know
Meets expectations
Survey: utilities/construction
62 Utility & Construction participants
Similar responses for nearly all questions
Lower participation in construction
Social media’s relevance for construction and utilities?
Your social media program
1. Listen
2. Formulate strategy
3. Identify resources
4. Implement
5. Measure
Questions