Download - A Social Media Strategy for TDM
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A Social Media Strategy for TDMHow Smart Commute has integrated social media tools
into outreach and campaigns
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Shout Outs@pazpeter @kephsenett
@aaronofgaul @smartcommutecy
@kklyeung
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A Social Media Strategy for TDM Profile What is Social Media? Why use Social Media? Pools, Pipelines and People Identity and Promotion Challenges Our Next Steps
@ryan_lanyonNovember 24, 2010
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Profile Smart Commute
Greater Toronto + Hamilton Metrolinx + 11 TMAs 150+ employers 350,000+ commuters Carpool Zone www.smartcommute.ca @smartcommute Social media – one year
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What is Social Media? Wikipedia
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What is Social Media? Wikipedia
“Media for social interaction.”
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What is Social Media? Wikipedia
“Media for social interaction.” “Consumer-generated media.” “Blending of technology and social interaction for the
co-creation of value.”
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What is Social Media? Wikipedia
“Media for social interaction.” “Consumer-generated media.” “Blending of technology and social interaction for the
co-creation of value.” Kaplan and Haenlein
“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.”
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What is Social Media? Internet-based communications channels that
enable instant, frequent two-way messaging and establish communities around common principles and ideas. Facebook Twitter YouTube LinkedIn Flickr, etc.
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What is Social Media? Traditional Media
Print, radio, billboards, television
Expensive Long lead time, fixed Budget determines reach “Push” messaging to
audience (one-way) Complete control over
messaging
Social Media Facebook, YouTube,
LinkedIn, Twitter, blogs Inexpensive (often free) Immediate, dynamic Popularity of message
determines reach Two-way communication
with target audience Unmediated/less control
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What is Social Media? Traditional Media
For larger, distinct campaigns
To disseminate on-site information (i.e. posters for B2WD)
Targeted audience (i.e. ads in commuters magazines)
Target older audience (35-55 years).
Social Media Frequently, regularly, to
keep engaged with related issues and topics
To report live from events/initiatives
To create buzz Target younger audience
(students, young professionals)
Filter audiences and target messenging
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Why use Social Media? Free and easy to use Instant communication and feedback
Dynamic website content Eliminates programming website updates
Targetted messaging Younger audience Build community and loyalty Create champions and inform opinion leaders
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Why use Social Media?72
34
38
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Why use Social Media?
+
5 minutes350 People
$0
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Why use Social Media? Carpool Zone Users by Age
Sample of Smart Commute audience demographics
Source: Carpool Zone, July 2010
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Why use Social Media? Social media can reach younger audiences
For example, as of July 2010, a full 57% of Facebook users fall into the 18-34 demographic.
Source: Facebakers on Mashable, July 2010
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Why use Social Media?People are talking about you or the issues you care about.
#sms2010ACT CanadaSustainable Mobility Summit 2010
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Pools, Pipelines and People Pools (Content)
Photos Videos Blogs Presentations Events
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Pools, Pipelines and People Pipeline (Communication)
Tweets News and updates Discussion Comments
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Pools vs. Pipelines
+websites
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Pools – WordPress
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Pipeline – WordPress, Twitter
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Pipeline – Twitter
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Pool – flickr
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Pipeline – flickr
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Pipelines – SlideShare, YouTube
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Pools, Pipelines and People People (Community)
Discussion Dialogue Comments Collaboration
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Pipeline – LinkedIn
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People – LinkedIn
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People – LinkedIn
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All of the Above – CoveritLive
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All of the Above – CoveritLive
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Identity and Promotion Establish your identity
Be consistent. Set standards – avatar! Relate to your program. Be visible. Speak in a consistent voice. Create a personality. Position youself as a subject matter expert and go-to
resource in your community.
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Identity and Promotion Content Guidelines and Protocols
Choose the appropriate account– Facebook = Page– LinkedIn = Group– Twitter = Account
Don’t spam – make each post relevant.– Choose carefully when reposting content from others.– Don’t repeat everything on your program and personal
accounts; the same people may follow both.
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Identity and Promotion Promotion
Reach out to others; search for those already interested.
Integrate into your marketing materials. Experiment and have fun!
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Identity and Promotion
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Challenges Technology
Keeping on top of developments Building Community
Having a strong presence Generating two-way communication and discussion
Monitoring Are we being effective? What are the most useful metrics? http://wiki.kenburbary.com
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Challenges Monitoring – Suggested KPI
Twitter = # of followers, # of tweets about you, # of times your tweets have been retweeted
Facebook = # of ‘Likes’, # of shares, # of positive and negative comments (Facebook provides its own KPI)
LinkedIn = # of users in your group, # of comments YouTube = # of shares, # of positive and negative
comments Other = Mentions in blogs, comments, forums, news
outlets, photos and videos
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Our Next Steps iPhone and Android app
Beta testing – find the small icon on our website Content Development
Regular schedule of publishing Smart Commute Handbook – staff wiki Website content – public wiki?
Promotion and Community-building Monitoring and Metrics
Searching tools to assist