Sarah Skerik, Vice President of Social Media

PR Newswire

@sarahskerik

Douglas Karr , CEO, DK New Media

@douglaskarr

John O'Connell, Senior Public Relations Manager

HNTB

@johnoconnellkc

Follow The Conversation on Twitter #ContentGen

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Visitor Intent

Not everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.

Stop Selling

• Provide Value

• Capture Attention

• Build Authority

What Do They WANT?

Feed the Senses

• Text

• Audio

• Video

• Kinesthetic

Many people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive

tools?

Poll of the Week

Repurpose

Don’t reinvent the wheel! Turn

• Survey results into a whitepaper

• Whitepaper into an Infographic

• Whitepaper into a presentation

• Presentation into a blog post

• Blog posts into a webinar

• Webinar into a survey

• Start over…

Social Sharing

And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).

Start a Fire!

Infographics:

• Aesthetically Pleasing

• Informational

• Unique

• Resources

• Embed Code

• Social Share

Start a Fire!

Be Vigilante!

Promote, Promote, Promote:

• Press Releases

• Social Monitoring

• Landing Page

• Tracking and Analytics

• Pitch Influencers

Results

Do it Again!

New Time, New Audience

• Press Releases

• Social Monitoring

• Landing Page

• Tracking and Analytics

• Pitch Influencers

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America THINKS:Americans’ viewpoints on U.S. infrastructure issues

© 2011 HNTB Corporation© 2011 HNTB Corporation

Publicity polls highlight firmwide priorities

• Conducting a series of surveys from HNTB

• Cost effective PR tool without the need for a large ad budget

� Media, industry respond favorably to new data

� Leverage in multiple channels

• Demonstrates understanding/insights

• Not a political poll

• Use to generate lively, informed discussions about key issues

Demonstrating thought leadership

• Developing new surveys up to once a month

• Focusing on transportation “frustration” and infrastructure trends

• Adding value to media relationships; client outreach

• Sharing through multiple communications channels

� PRNewswire flex release/Times Square billboard

� HNTB.com with publication ready image files

� Motion graphics on HNTB TV; YouTube

� Push via email to media, blogger contacts

� Corporate/personal Twitter feeds

Identifying themes

Based on:

• Timeliness

• Newsworthiness

• Potential for generating worthwhile discussions among key audiences

Such as:

• Reducing congestion, improving safety and restoring America’s economic competitiveness

• How we can/should/will plan, prioritize and pay for our modern infrastructure

• Technology’s impact on transportation

• Sustainability

Time has come for high-speed rail

More than four in five (83 percent) Americans agree public transit and high-speed rail infrastructure should receive a larger share of federal funding than they do now. However, Americans were far more likely to choose high-speed rail over driving or flying for a trip to a city in their region in March 2009 than February 2010 (54 percent versus 38 percent).

© 2011 HNTB Corporation

Aviation safety and security

Pilots and air traffic controllers currently use radar-based systems, meaning they transmit radio waves and detect any other radio waves that indicate objects in flight paths. It’s also possible for pilots and air traffic controllers to use GPS technology for this purpose, meaning that they would use global navigation satellite systems to provide positioning, navigation and timing information about aircraft in-flight.

© 2011 HNTB Corporation

Taxes, tolls or no new roads

When given a choice, eight in 10 Americans prefer tolls (41 percent) or no new roads at all (41 percent) over increased gas taxes (18 percent).

© 2011 HNTB Corporation

More Americans prefer tolls

Nearly four in 10 would be willing to spend more money on tolls to put toward long-term transportation improvements, more than other likely funding options.

© 2011 HNTB Corporation

Charting a new path

Many Americans foresee big changes in the way they get around, both now and in the long-term. More than half (56 percent) predict that in 20 years, people in there area will be using public transit much more than today.

© 2011 HNTB Corporation

Willing to pay more

More than three in five (64 percent) Americans are willing to make sacrifices in order to waste less in the long run, admitting they’d pay more today for infrastructure the is more sustainable if it would save funds and resources in the future.

© 2011 HNTB Corporation

Understanding the risk

While ASCE has given the country’s levees a grade of a D-, a majority of Americans (60 percent) report confidence that their area is prepared to deal with potential storm and flood damage. However, four in 10 (42 percent) wouldn’t guess what percentage of the nation’s levees need repair.

© 2011 HNTB Corporation

Pay rather than “patch and pray”

A majority of people are willing to pay for improved flood risk management in their area. According to USACE, federal levee systems currently provide a six-to-one return on flood damages prevented compared to initial building cost. Almost two-thirds (66 percent) of Americans would be willing to pay more in current taxes, an average of $399 per year.

© 2011 HNTB Corporation

Envisioning many benefits

Approximately 1 in 4 respondents think the most valuable feature of public transportation is that it reduces traffic congestion (28 percent), or saves users money (24 percent), while about 1 in 7 (13 percent) say it’s most valuable feature is the environmental benefit.

© 2011 HNTB Corporation

Measuring modes of funding

Almost 3 in 10 (28 percent) Americans think governments should rely on a greater share of the gas tax to fund transit. About 1 in 5 think private investors (21 percent) or local sales taxes (20 percent) should be the primary funding source.

© 2011 HNTB Corporation

More ways to extend the story

• Share with influencers as well as media

• Generate discussion and story ideas

• Serve as the basis for op-eds, blog entries, broadcast interviews and media tours

• Leverage in related outreach and materials (up to one-year from date of release)

• Internal news stories can reinforce key messages and call to action

© 2011 HNTB Corporation

Americans’ viewpoints on U.S. infrastructure issues

America THINKS:

Sarah Skerik, Vice President of Social Media

PR Newswire

@sarahskerik

Douglas Karr , CEO, DK New Media

@douglaskarr

John O'Connell, Senior Public Relations Manager

HNTB

@johnoconnellkc

Follow The Conversation on Twitter #ContentGen

Contact Information