Hi,
I am looking for any research / information on effective CRM (Customer Relationship Management) type programs, specifically for social marketing campaigns. I will be designing and developing a programme to communicate to people who have committed to reduce one car journey a week, and replace this journey with walking, cycling, car sharing or public transport. I am very aware that simply sending out information about the benefits of these alternative modes, may not be enough to encourage the behaviour change, so any suggestions of what else could be sent (through post and email), is very welcome.
Thanks
Karin Stark
Travel Awareness
Smarter Travel Unit
Transport for London
4th Floor Windsor House
50 Victoria Street
London SW1H 0TL
Email: [email protected]
Tel: 0207 126 3231
Mobile: 07894 785 156
Fax: 020 7126 4185
Internal Extension: 63231
CRM Programs for Social Marketing
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What about creating an online form so that people can set up and maintain their individual records of success in meeting their commitments? Initial screen could record basic info such as their screen name, let them choose an image for their avatar, set up their password, record the distance of their normal commute to work and typical other normal trips (to Tesco, or whatever). Then they could return from time to time to enter their ongoing record - what day(s) they used alternative transport, for what trips, what alternative transport they used. Your form could automatically convert to the amount of GHG saved -- of course it would differ with distance and whether you rode a bike or car-shared. People (using screen names, of course) could be awarded points, and the entry screen could display the top 20 (or 100) screen names with their avatars. People love competition, and love to see their screen name on the entry screen as one of the top achievers. Take a look at http://www.tripadvisor.com/TIQGame to see a geography game that takes a similar approach. You could also "award" consistency with visibility - have a top 10 of the people who have participated every single week, even if their trips were not long. This would make your update emails more lively, because you could congratulate "Mrs. X" for hitting the top of the entry screen this week, etc. Having people do this also gives you access to "human interest" stories to include in your newsletter -- if you notice someone doing a really great job meeting their commitment, you could get in touch with them through their page on your site, ask if you can do a quick interview and tell the story of their success. There's always the outside chance that a non-participant in your program will just create a screen name and enter imaginary achievements for the heck of it, but if you have someone moderating the site, they can usually spot entries that don't follow a normal pattern. I think the risk is worth it for the benefit of having a lively online interface for your program.
Leslie Taylor
Councillor
Town of Banff
Banff Town Hall,
110 Bear Street Box 1260,
Banff, Alberta, Canada T1L 1A1
[email protected]