swta transit marketing online marketing & social media
DESCRIPTION
Presentation by Rick L'Amie of Moxie Marketing to the SWTA 2010 Transit Marketing Workshop.TRANSCRIPT
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Online Marketing & Social MediaAre These Tools Effective For Your Transit Agency?
Transit Marketing Workshop, Sept. 20, 2010
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90 Trillion The number of emails sent on the Internet in 2009.
Source: Jess3
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500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized
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10 Billion+ Tweets Sent on Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable
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2 Billion Videos Are Streamed Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch
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What Is Social Media Marketing?
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“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
Image credit: Ian Sane
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“Social Media is Like a Cocktail Party: Listen Then Respond”
Photo Credit: The Dana Files
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Social media hierarchy
Micro
Social Networks
Social Bookmarking
Social Search
RSS Feeds
Blogging
Copyright: Duct Tape Marketing
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Pillars of a Social Media System
• Create a social media strategy • Optimize brand assets • Create content as lead generation• Engage in Social networks and networking • Manage the beast
Copyright: Duct Tape Marketing
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Customer experienceBrand mentionsCompetitionAccuracyMedia stalkingContent
A listening station
Copyright: Duct Tape Marketing
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A listening station
Google AlertsGoogle ReaderSearch.twitterBoardtracker.comBacktype.com
Copyright: Duct Tape Marketing
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Content as Lead Generation:“Company Blogs are Digital Publications
that Allow Public Responses”
Photo Credit kevindooley
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Blogging and B2C and B2B Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
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# Blog Articles By Leads Generated
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
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Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
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Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
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Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
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Optimizing Brand Assets“Links are the Currency of
Social Media”
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Optimizing brand assets
• Fix your digitalassets
• Claim your digitalreal estate
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Optimizing brand assets
• Images, audio,video
• Social profiles• Local search• Social search• Online PR
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Social network profiles
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Local search profiles• Google Maps
Place page• Yahoo Local• Bing• google.com/lbc
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Social search profiles
• Yelp!• CitySearch• Insider Pages
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Hampton Roads Transit Success Story
An additional, unexpected benefit for HRT has been a PR boon that Sullivan calls "the Google effect." He explains, "Public transit in the area is not always well regarded, so we got a positive public image from associating with Google."
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Asset optimization
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Content as lead generation
• Being found vs. hunting• An optimized online presence• Merge content with engagement
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Blog Basics
• Configure WordPress.orgWordPress.org vs. WordPress.com
• Premium or custom theme (design)• Post and comments• RSS feed - subscribe
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RSS Reader
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Example WP Business Theme
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Best practices
• Read, follow, and listen• Write what people search• Feed the spiders often• Engage your comment community• Amplify your message
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Integrate and amplify
• Weekly digest email• Email subscribe to blog• Social media profiles• Strategic network• Guest post• Surveys for content• Publish to twitter, LinkedIn, FB
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Sample blogs
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Social networks and networking• twitter
Search leads, discover, customer service
• FaGroups, Fan Pages
• LinkedInGroups, staff, questions
• MeeNetworking meetings
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Twitter basic stuff
• Tweet
• Handle
• Follow
• Replies
• Retweet
• DM
• Avatar
• Hashtag
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Why use it?Strategy – 1-to-1 or 1-to-many
• Customer service
• Reputation management
• Event promotion/extension
• Product/service promo
• Network and partner
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Who do I follow?Strategy – less is or more is
• Twellow.com
• Mr tweet
• Twubble
• Just Tweet It
• search.twitter
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What do I say?Strategy – it depends
• @replies
• Engage in conversations
• Questions
• RT
• Bookmarks
• Blog posts – twittertools
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Twitter best practices
• Think objectives• Follow (twellow.com)• Tweet mixed, but give and RT - repurpose• Use search and aggregate• Use 3rd party tool – www.oneforty.com• Don’t hang out all day
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Twitter Pages
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Some basic Facebook stuff
• Profile
• Fan Page
• Groups
• Ads
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Fan/Business page
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Facebook best practices
• Build fan page• Promote with special modules and
content• Repurpose content• Be consistent• Buy ads to promote content
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LinkedIn profile page
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LinkedIn best practices
• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads - Profile• Recommend• Questions and Answers
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Managing the Beast
• Getting Things Done• A system and process• Dashboards• Amplify• Integrate
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System and process
• Routine• Daily• Weekly• Monthly• Update
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Dashboards
• Netvibes• iGoogle• Yahoo Pipes• Friend Feed• ACT! 2010
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Dashboards
Gist
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Integrate !!!
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Golden Trio• Blog
• Facebook OR?
• Blog
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Now What?
Now What?Your Questions
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Resources
• Free eBook: Social Media for Small Business Ebookbit.ly/smebook
• Free weekly social media tips to your inbox
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Resources
• Social Media Pro Group Online Workshop Series Session include:– Creating a Social Media Strategy
– Optimizing Brand Assets
– Blogging for Business
– Managing the Beast
• Taught online and via webinar coaching sessions with your peers.
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Resources
• Social Media Pro Group Online Workshop Series starts Oct 26.
– bit.ly/swta_social_media
– SWTA Nation Special Pricing
– Register by Oct. 1 to save $100
• Special price: $395
– After Oct. 1
• $445 (saves $50)
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Contact
Rick L’Amie
www.getmoxiemarketing.comTwitter: @moxiemarketing
Blog: www.marketingwithmoxie.comEmail: [email protected]
512.814.MOXIE (6694)
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Thank you!