social media relationships nypta
DESCRIPTION
Creating social media relationships with transit riders. Overview of blogs, wikis, online videos and more to grow sustainable profits. David Levesque June 2009. new York Public Transit Assoc.TRANSCRIPT
David LevesqueLead Strategist - Word of Mobile.com
Word of Mobile ...word gets around!
“Social Media” marketingdrives sustainable profits.
Is social media right for NYPTA?
Not yet YES!
Word of Mobile ...word gets around!
Is social media right for NYPTA?
Not yet YES!
Word of Mobile ...word gets around!
Survey 1: Who are you?
Word of Mobile ...word gets around!
1. Management
Survey 1: Who are you?
Word of Mobile ...word gets around!
1. Management2. Marketing
Survey 1: Who are you?
Word of Mobile ...word gets around!
1. Management2. Marketing 3. Media Buying
Survey 1: Who are you?
Word of Mobile ...word gets around!
1. Management2. Marketing 3. Media Buying4. Sales
Survey 1: Who are you?
Word of Mobile ...word gets around!
Benefits of creating “social media” relationships
with Transit Riders
Benefits of creating “social media” relationships
with Transit Riders
Profit Margins Low return efforts
Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Low return effortsLower barriers
Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Low return effortsLower barriers
Feedback loop Time
Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Sustainability
Low return efforts
Energy Use
Lower barriers
Feedback loop Time
Sustainable self preservation - 10K yrs.
Problem?
Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Problem?
Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Problem?
Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Information - 30 yrs.
Problem?
Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Information - 30 yrs.
SustainabilityProblem?
Solution
Word of Mobile ...word gets around!
Solution
Innovation
Word of Mobile ...word gets around!
Solution
ChangeInnovation
Word of Mobile ...word gets around!
Solution
Educational Efficiency
=
ChangeInnovation
Word of Mobile ...word gets around!
Solution
Improvement
Cost
Educational Efficiency
=
ChangeInnovation
Word of Mobile ...word gets around!
Business challenges
Word of Mobile ...word gets around!
1. Sustainability
Business challenges
Word of Mobile ...word gets around!
1. Sustainability2. Relevance - Demand/Supply
Business challenges
Word of Mobile ...word gets around!
1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness
Business challenges
Word of Mobile ...word gets around!
1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness4. Customer experience
Business challenges
Word of Mobile ...word gets around!
Benefits of Social Media?
Word of Mobile ...word gets around!
1. Accessible = where & when you need it
Benefits of Social Media?
Word of Mobile ...word gets around!
1. Accessible = where & when you need it
2. Transparent = truthful
Benefits of Social Media?
Word of Mobile ...word gets around!
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagement/learning
Benefits of Social Media?
Word of Mobile ...word gets around!
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagement/learning
4. Easy collaboration = better results
Benefits of Social Media?
Word of Mobile ...word gets around!
Communication Guidelines
Word of Mobile ...word gets around!
1. RelevantCommunication Guidelines
Word of Mobile ...word gets around!
1. Relevant2. Accessible
Communication Guidelines
Word of Mobile ...word gets around!
1. Relevant2. Accessible3. Clear
Communication Guidelines
Word of Mobile ...word gets around!
1. Relevant2. Accessible3. Clear4. Compelling
Communication Guidelines
Word of Mobile ...word gets around!
1. Relevant2. Accessible3. Clear4. Compelling5. Two-way
Communication Guidelines
Word of Mobile ...word gets around!
Old way
My brandOur
network
Old way
Social Media =
Social Media =
Blog Wiki
Podcast
Rooms
Social Media =
Blog Wiki
Podcast
Our NetworkUs, Customers, Suppliers,Stake-holders, Employees
Rooms
Social Media =
Blog Wiki
Podcast
BrandCommunity
Our NetworkUs, Customers, Suppliers,Stake-holders, Employees
Your Social Media Campaign
My brand
Your Social Media Campaign
My brand
eMailBlog
Online&Mobile Video/Audio
Instant Messaging/Txt
Messaging
SocialNetworks
Effective Media?
TV, Radio, Print, Static web Social Media
Effective Media?
TV, Radio, Print, Static web Social Media
Effective Media?
TV, Radio, Print, Static web Social Media
Effective Media?
TV, Radio, Print, Static web Social Media
Opt-in, Two-wayMeasurable
New path to profits?
My Brand
Traditional Media
My Customers
Old wayMy Brand
My Customers
New way
How would you like a TV station like this?
How would you like a TV station like this?
Targeted
Global
Two-way Shareable/Social
High definition (HD)
Local
Always on
Measurable
How would you like a TV station like this?
Targeted
Global
Two-way
Cost?
Shareable/Social
High definition (HD)
Local
Always on
Measurable
Medium Accessibility, Relevance?
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Medium Accessibility, Relevance?
Access Relevance MediaOpt-in, two-way
shareable, measurable
Friends 100% 95% Audio, Video N
Mobile Phone 90% 95% Audio, Text, Photo, Video Y
High speed web
65% 75% Audio, Text, Photo, Video Y
Slow web 35% 75% Text, Photo Y
TV, Radio, Print
75% 25% Audio, Video, Text, Photo N
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Medium Style Uses Benefits Metrics
email 1-1, 1-ManyPublishing
DistributionTop of mind,
feedback, sharingReach, Clicks,
Forwards
Blogs 1-ManyPublishing
DistributionFeedback SEO
Increase reach, faster feedback
Subscriptions, Links, Search placement
Instant message 1-1 Customer serviceQuick, easy, low
barrier# of people helped
Video, Audio 1-ManyPublishing
DistributionFeedback SEO
Effective, sharable, portable, multi-
tasking
Reach, Feedback,Conversion
Social Networks Many-Many CollaborationStronger
community, Faster decision making
Reach, Activity, Achieve goals
Social Mediums & Uses
Why is Google successful?
Word of Mobile ...word gets around!
Always asking:What do you want?
Why is Google successful?
Word of Mobile ...word gets around!
Always asking:What do you want?
Why is Google successful?
Customer comes first.Word of Mobile ...word gets around!
Survey 2
Word of Mobile ...word gets around!
What do you want?
Survey 2
Word of Mobile ...word gets around!
What do you want?
Please circle the emoticons.
Survey 2
Word of Mobile ...word gets around!
What do you want?
Please circle the emoticons.
Thank you.
Survey 2
Word of Mobile ...word gets around!
NYPTA Challenges?
Word of Mobile ...word gets around!
1. Ease of Use - Customer Experience
NYPTA Challenges?
Word of Mobile ...word gets around!
1. Ease of Use - Customer Experience
2. Revenue - Sustainability
NYPTA Challenges?
Word of Mobile ...word gets around!
Call - 511
Customer - Gets schedule, discount
NYPTA - ease of use, revenue increase
NYPTA Solution?
Ad supported phone service
Case Study 3: CDTA Website
Case Study 3: CDTA Website
Case Study 4: NYPTA Website
Case study 5: NYPTA Podcast
Keep New York Moving Podcast
People: Transit industry executives, Elected officials, trade partners, interested publicObjective: Educate on issues, keep up to date on action itemsStrategy: Publish frequent portable, shareable audio updatesTools: Audio webcast & podcastImplementation: In progressMetrics: Downloads, Subscribers, Comments on blog
Word of Mobile ...word gets around!
Audio Playing
How to create a Social Media plan?
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy - How are we engaging them?
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy - How are we engaging them?
4. Tools - Which tools are best to achieve our objective?
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy - How are we engaging them?
4. Tools - Which tools are best to achieve our objective?
5. Implementation - Work the plan
Word of Mobile ...word gets around!
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy - How are we engaging them?
4. Tools - Which tools are best to achieve our objective?
5. Implementation - Work the plan
6. Metrics - Measure, Report, Analyze results, Change
Word of Mobile ...word gets around!
Where is social media solving business challenges?
Where is social media solving business challenges?
Market research
RelationshipManagement
WorkflowSales
Marketing
Customer service
ProductDevelopment
Learning
Outsourcing
AdvertisingRecruiting
Physical Footprint
David LevesqueLead Strategist - Word of Mobile.com
Word of Mobile ...word gets around!
“Social Media” marketingdrives sustainable profits.