A Ride You Don't Want To Miss-CATA's Online Strategy
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A MSU New Media presentation pitching online marketing strategy for the Capital Area Transportation Authority (CATA) programs and services.
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A Ride You Don't Want To Miss-CATA's Online Strategy
- 1. A Ride You Don’t Want To Miss Mapping CATA’s Route To Online Marketing
- 2. Lansing’s Major Travel Hub Photo: from CCO Video
- 3. Web Content Keywords SEO Keep it Simple
- 4. Make the Right Connections
- 5. Lansing’s $140,000 Bus Driver Tools to Stay Engaged
- 6. Linked Routes That Provide Value Linked Routes that Provide Value
- 7. Location & Real Time Data Helps You & Your Customers
- 8. Listen to What People Are Saying Hootsuite Google Analytics Google Blogs
- 9. CPI vs CPC Personnel Timing
- 10. Feed Your Networks & Watch Them Thrive
Notas do Editor
- Intro: Cedge is Happy to help the (CATA) navigate through congested roadways of creating online marketing strategy & integration. Statement in Popular Blog by Mark Blevis: With transportation providers, the struggles with the 1st mile (Distance between commuter’s starting location & connection to the applicable transportation service) & the last mile (Therefore the distance between the end of the transportation service & commuter’s destination) are often the most difficult to find the solution for! When approaching: Ask Where are you going? And Why should CATA integrate online marketing w/overall strategy?
- CATA provides a host of mobility services for Greater Lansing & travel across the state-The major Travel Hub for Greater Lansing. -Fixed route Campus routes Rural Services for the Differently-abled like Spec-Tran, Shopping Bus Gameday shuttles Clean Commute Options Program Carpool & Vanpool Non-motorized Cross boundary trips CATA’s current Problems/Pains: Aside from normal transit issues such as a very technical site, difficult language for those that don’t work in transportation, negative feeling towards public transportation & that the bus is only for poor, people whose license were taken away, etc. - Lack of awareness about all services they provide -Missed opportunities to engage & share info. about all these services -Existing Social media sites aren’t linked internally Brings us to Main ?- We have to answer and that is WHY!! CATA should integrate social media and online marketing Strategy: Build a strong presence as being the transportation management sector with those traveling regionally and from across the state in the online communities and engage with our audience. Opportunities: CATA has a strong presence in the community Green movement Strong partnerships & networks already exist #Lovelansing movement Currently a couple strong examples of good use of social media (Flashmob) Low cost of online marketing & it lasts, can be shared by others!
- STOP! – Before You Go Further with your Marketing Strategy With the New Rules that exist out there - You are able to Drive your Own Marketing What You Must remember before your start though, is Great Marketing starts with Great Website Content. Make sure web is up to snuff Remember simplicity and your audience- may require that CATA reexamine their current marketing practices & reinvent things a little but by diving in all the way and thinking about your entire strategy, you can develop better pieces and tie everything together. Using correct keywords with the help of Google Analytics & other online tools you can have useful content and drive consumers to the correct sections of CATA’s site & Improve your SEO ranking ex: Spect-tran, but public may search disabled bus transport, curb to curb bus in Lansing, etc. -Currently Google SEO is based on your content (how much is out there) & your authority (So how many people link to you) -Soon however, another part of this equation will be your Social Graph or -like FB, Twitter that like & share your website. Every great website should have a Media/News room & we strongly suggest CATA add this to their website to drive not only media, but a lot of your audience and others searching your site will find this the most useful for providing valuable content! No longer waiting for LSJ & other print publications to tell your story for yourself. “If you ar smaller/less famous organization but have an interesting story to tell (CATA has a whole host of choices) you need to tell it yourself!
- Having a good online strategy = connections is essential. After all, social media is SOCIAL! -CATA must think about what we put on social sites as having conversations between people, not the CATA brand speaking at a consumer. You must cultivate the relationships you have with consumers & grow your business from there also = growing your network & partnerships Hesitation & Fear of lack of control & being transparent -However in the past years, the impact of your consumers voice has experienced a huge increase in terms of the weight it carries.
- Lansing’s $140,000 Bus Driver story –example of using the right tools and having a presence Responding & conversing with the public using the correct media tool can be key to improve bad situations & keeping things from bad to worse! Blog’s = great for new content & combining SEO with social media-improving rankings! Use it to tell CATA’s story & as part of media room 55% more traffic on websites 79% more followers on Twitter Make sure Sharable button/Retweet/StumbleUpon/”Like” Tell story through Video Youtube/Vimeo How To’s-BART’s “Jack Sparrow teaches how to ride bus” Testimonials Users Incorporate contest! Twiter-Instant status update, Power of Hashtags, metions, Retweets LinkedIN-Business not just individuals Status & news updates Links to causes Networking groups
- No we aren’t necessarily talking about monetary value, but if you foster good relationships and public goodwill through your online marketing, you will do better business, creating more lasting customers, hopefully generating more revenue. With CATA’s move towards becoming more of an overall mobility management center for the Greater Lansing Region through the Clean Commute Options Program: -Fostering new & lasting relationships -Different services = More value to the community As we mentioned before there are missed opportunities and you want to bring valuable content to your consumers or those visiting all of your sites (no matter which) to keep interest, keep them following Frequent good updates = higher placement in news feeds & consumers will appreciate Examples Cedge point out that exist: Pass sales – on & off campus Spartan Service Game-day shuttles Small Animal Days Seasonal like Silver Bells, Art Festival, WinterFest Clean Commute Challenge Updates See you have monthly business promo with Clean Commute & Downtown businesses. Link to coupons Deals like when passes go on sale ½ price, LCC Commuter Card, Link everything all together throughout all the different sites!!
- With transportation providers like CATA & the customers depending on them to get to…. -having the ability to know what’s happening on the street, real-time bus service info., info on detours can be invaluable Foursquare: Riders Checkin when they are on bus, check-in once they’ve arrived at CTC downtown or on campus as well as major transport centers. AVL technology recently installed on buses will help with this Postings online can definitely help Detours, road closings or events like recent Silver Bells Parades, etc. give customers valuable content & puts CATA as a trusted source -Contests, & promos can also be tied in with these location based services Facebook Places & Twitter location tool can also do the same and when promoting CATA events or events CATA is helping sponsor or donating a bus for like Stuff-The-Bus, Trick or Treat on the Square, etc…these FB & Twitter location tools can be very helpful so interested customers or the public know where you are at -Art Festival -Silver Bells -Clean Commute Promos for transportation fairs held -Monthly Business Coupon promos with downtown development authorities -ERH service centers -H.S. Challenge -Contest with “Caught You Doing good” –connect with fans & followers who put in location of where they are clean commuting, parking vanpool etc. to find you
- Listening to CATA’s Routes & Rankings So, it’s a jungle out there, your head is spinning, and you’re wondering with all of CATA’s Services, Programs, media coverage and more – how do you monitor all that may be being said about you in media, Tweets, Blogs & More Have no Fear- We’re here to help & it’s not that hard - But it is essential! Hootsuite-You can set up an account, whether it’s the Pro Plan or Basic. With CATA’s Complex level of services and number of times your customers or partners may interact, I Would recommend the Hootsuite Pro Plan. You can set up your different social media streams like Facebook & Twitter, see who’s re-tweeting your postings, who is mentioning you directly or with hashtags, you can respond to them (this is a must if you are going to fully commit to using online networking sites) Google AdWords & analytics – Not only can you set up online ads here to improve your Google Rankings and created highly targeted campaigns (We recommend), but you can actually track people connecting with your site, # of views, times you are mentioned online in articles, websites, and more Google blogs- There is no way for CATA to know all the blogs that are out there, but with Google’s Blog tool, you can find out & monitor when/if you are being mentioned in the blogs and respond to it. When conducting a preliminary search, there was a Green Environmental Blog that was talking about a mailing sent out about CATA’s Clean Commute Options Program in 2007! - Again, online marketing lasts and is measurable!
- Determining CATA’s Costs for Social Media & Scheduling: With a public service agency like CATA, especially with the hard cuts that transit and TDM related fields have taken, grant funding issues, recent millages, etc. – we understand that your costs are strictly budgeted & monitored and you want the best bang for your buck. Online media marketing can be fairly inexpensive and you can set up a flexible scheduling plan that works best for you & your needs. Determine CPI or CPC, there are different methods we would choose based on CATA’s different services and programs. CPC is good if you only want to pay for the amount of people who choose to visit your website –so make sure there is valuable content there when they visit. CPI if your main purpose is to build awareness- we propose this for you Clean Commute Options program that provides coordinated transportation matching services as many people don’t know that you offer these types of ride-matching, non-motorized, Travel-type trips. You need to be prepared to jump right in and let go of some of those fears discussed earlier in our presentation. It’s a whole new world out there in terms of marketing & communicating with your audience. Timing is so important for not just buses running, carpool pick-ups, etc. but timing of your marketing. Quote from David Meerman Scott: In order for your online marketing strategy to be effective, you want to produce content that your consumers are looking for, at the exact moment and location where they are looking for it – then they will WANT to consume it! (Again goes back to valuable contents) For CATA online ads via both Facebook & Google ads timing should focus around pass sales and campus timing For CCO, focus advertising around the Ozone Season, Challenge, and beginning of the year as people may be looking for ways to save money or make more earth friendly choices…also good timing for potential business partners.
- Online & Offline Connections Social Marketing is BS!- This is not to say that social media is on the outs or it won’t work. CEdge feels it is essential to have online social media marketing as part of CATA’s overall marketing mix. It is important to balance offline & online strategies and link all of these together. Offline methods can help feed CATA’s online efforts Newsletters – take stories from these & community reports incorporate in blogs & social networking sites links and vise versa- highlight social media networks & links in these as well, post these across your website and various mediums Business cards Email signatures Print ads/commonly used transit cards/campus event flyers/ e-blasts & more In closing, Our Advice for the Road Ahead is to think broader and feed all networks acting more like a publisher & socializer in order to exceed in this new world of marketing. The best routes are the ones that you drive yourself!! Share between different departments & sites