Comments on: Another Example of Communication Barriers

By: stu

stu — Sun, 11 Feb 2007 23:00:39 +0000

Sean, all of these are good ideas… very few people understand the importance of these networks… I have been building these and have been communicating to those about specific topics… your thinking is right on the mark…

By: Sean Pecor

Sean Pecor — Sun, 11 Feb 2007 18:09:53 +0000

I forgot to mention the importance of contacting the social connectors. They have a natural ability to spread the word. They might tell 10 people something cool they read in the e-newsletter, but because of their influence, those 10 people consider this social currency to be worth more because of the source, and each of those 10 mention it in conversation to more people than they otherwise would. It's a proven social paradigm. If you could magically find the 500 most influential social connectors in the Valley, you could give them a message to deliver and 80% of the valley would have likely heard the message within a month's time. Something to think about.

By: Sean Pecor

Sean Pecor — Sun, 11 Feb 2007 18:05:49 +0000

I'd recommend that you read a book called Tipping Point by Malcolm Gladwell. I got turned onto his books after a keynote he made at a webmaster conference in Boston last year. It has significant relevance to your challenge. Since I've read it, I'll make some suggestions First and foremost is that before we go spending 50 million dollars on an Amber Alert style method of distributing information to the citizens of Roanoke Valley (smile), consider a more viral method. Deliver time-sensitive civic news to the social connectors in the Valley. Presuming you have the contact information of each business operating within the city, you could deliver a periodic e-newsletter in printable pdf form to each business owner, asking them to forward it to the marketing person who can in turn forward it to everyone else. Other methods of gathering subscribers to the e-newsletter would be to offer a $5 fee refund per employee that each company has subscribed to the e-newsletter through their work email. This wouldn't be a huge cash incentive; it might save a 50 employee law firm $50/year but the $250/year savings would be a feel-good incentive that would help boost your reach. The money would be more useful for PR value in that it would generate news. The actual incentive would be helping the community stay better informed about positive change in the valley. That's good for business. You could also add an email field to all city forms and in turn a checkbox to opt-out of the newsletter, and then develop a system whereby the email address is delivered to the dept in charge of the newsletter. Of course a web site where anyone can subscribe is helpful too, but it won't have nearly the viral effect of the other things I've mentioned.

By: stu

stu — Sun, 11 Feb 2007 18:00:39 +0000

By: stu

stu — Sun, 11 Feb 2007 18:00:39 +0000