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.

1. “Social Media” marketing
drives sustainable profits.
David Levesque
Lead Strategist - Word of Mobile.com
Word of Mobile
...word gets around!

2. Is social media right for NYPTA?
Not yet YES!
Word of Mobile
...word gets around!

3. Is social media right for NYPTA?
Not yet YES!
Word of Mobile
...word gets around!

4. Survey 1: Who are you?
Word of Mobile
...word gets around!

5. Survey 1: Who are you?
1. Management
Word of Mobile
...word gets around!

6. Survey 1: Who are you?
1. Management
2. Marketing
Word of Mobile
...word gets around!

7. Survey 1: Who are you?
1. Management
2. Marketing
3. Media Buying
Word of Mobile
...word gets around!

8. Survey 1: Who are you?
1. Management
2. Marketing
3. Media Buying
4. Sales
Word of Mobile
...word gets around!

9. Benefits of creating
“social media” relationships
with Transit Riders

10. Benefits of creating
“social media” relationships
with Transit Riders
Profit Margins Low return efforts

11. Benefits of creating
“social media” relationships
with Transit Riders
Profit Margins Low return efforts
Customers Lower barriers

12. Benefits of creating
“social media” relationships
with Transit Riders
Profit Margins Low return efforts
Customers Lower barriers
Feedback loop Time

13. Benefits of creating
“social media” relationships
with Transit Riders
Profit Margins Low return efforts
Customers Lower barriers
Feedback loop Time
Sustainability Energy Use

14. Problem?
Sustainable self preservation - 10K yrs.

15. Problem?
Agriculture - 1,800 yrs.
Sustainable self preservation - 10K yrs.

16. Problem?
Industrial - 150 yrs.
Agriculture - 1,800 yrs.
Sustainable self preservation - 10K yrs.

17. Problem?
Information - 30 yrs.
Industrial - 150 yrs.
Agriculture - 1,800 yrs.
Sustainable self preservation - 10K yrs.

18. Problem?
Sustainability
Information - 30 yrs.
Industrial - 150 yrs.
Agriculture - 1,800 yrs.
Sustainable self preservation - 10K yrs.

19. Solution
Word of Mobile
...word gets around!

20. Solution
Innovation
Word of Mobile
...word gets around!

21. Solution
Innovation Change
Word of Mobile
...word gets around!

22. Solution
Innovation Change
Educational
=
Efficiency
Word of Mobile
...word gets around!

23. Solution
Innovation Change
Educational Improvement
=
Efficiency Cost
Word of Mobile
...word gets around!

24. Business challenges
Word of Mobile
...word gets around!

25. Business challenges
1. Sustainability
Word of Mobile
...word gets around!

26. Business challenges
1. Sustainability
2. Relevance - Demand/Supply
Word of Mobile
...word gets around!

27. Business challenges
1. Sustainability
2. Relevance - Demand/Supply
3. Brand/Product awareness
Word of Mobile
...word gets around!

28. Business challenges
1. Sustainability
2. Relevance - Demand/Supply
3. Brand/Product awareness
4. Customer experience
Word of Mobile
...word gets around!

29. Benefits of Social Media?
Word of Mobile
...word gets around!

30. Benefits of Social Media?
1. Accessible = where & when you need it
Word of Mobile
...word gets around!

31. Benefits of Social Media?
1. Accessible = where & when you need it
2. Transparent = truthful
Word of Mobile
...word gets around!

32. Benefits of Social Media?
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagement/learning
Word of Mobile
...word gets around!

33. Benefits of Social Media?
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagement/learning
4. Easy collaboration = better results
Word of Mobile
...word gets around!

34. Communication Guidelines
Word of Mobile
...word gets around!

35. Communication Guidelines
1. Relevant
Word of Mobile
...word gets around!

36. Communication Guidelines
1. Relevant
2. Accessible
Word of Mobile
...word gets around!

37. Communication Guidelines
1. Relevant
2. Accessible
3. Clear
Word of Mobile
...word gets around!

38. Communication Guidelines
1. Relevant
2. Accessible
3. Clear
4. Compelling
Word of Mobile
...word gets around!

39. Communication Guidelines
1. Relevant
2. Accessible
3. Clear
4. Compelling
5. Two-way
Word of Mobile
...word gets around!

40. Old way

41. Old way
Our
My brand network

42. Social Media =

43. Social Media = Rooms
Podcast
Blog Wiki

44. Social Media = Rooms
Podcast
Blog Wiki
Our Network
Us, Customers, Suppliers,
Stake-holders, Employees

45. Brand
Social Media = Community
Podcast
Blog Wiki
Our Network
Us, Customers, Suppliers,
Stake-holders, Employees

46. Your Social Media Campaign
My
brand

47. Your Social Media Campaign
Instant eMail
Blog
Messaging/Txt
Messaging
My
brand
Social
Online&Mobile Networks
Video/Audio

48. Effective Media?
TV, Radio, Print, Static web Social Media

49. Effective Media?
TV, Radio, Print, Static web Social Media

50. Effective Media?
TV, Radio, Print, Static web Social Media

51. Effective Media?
TV, Radio, Print, Static web Social Media
Opt-in, Two-way
Measurable

52. New path to profits?
Old way New way
My Brand My Brand
Traditional Media My Customers
My Customers

53. How would you like a TV station like this?

54. How would you like a TV station like this?
Targeted Local
Global
Two-way Shareable/Social
Always on High definition (HD)
Measurable

55. How would you like a TV station like this?
Targeted Local
Global
Two-way Shareable/Social
Always on High definition (HD)
Measurable Cost?

56. Medium Accessibility, Relevance?

57. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

58. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

59. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

60. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

61. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

62. Medium Accessibility, Relevance?
Opt-in, two-way
Access Relevance Media shareable,
measurable
Friends 100% 95% Audio,Video N
Mobile Phone 90% 95% Audio, Text, Photo,Video Y
High speed
65% 75% Audio, Text, Photo,Video Y
web
Slow web 35% 75% Text, Photo Y
TV, Radio,
75% 25% Audio,Video, Text, Photo N
Print

63. Social Mediums & Uses

64. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

65. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

66. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

67. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

68. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

69. Social Mediums & Uses
Medium Style Uses Benefits Metrics
Publishing Top of mind, Reach, Clicks,
email 1-1, 1-Many
Distribution feedback, sharing Forwards
Publishing Subscriptions,
Increase reach,
Blogs 1-Many Distribution Links, Search
faster feedback
Feedback SEO placement
Quick, easy, low
Instant message 1-1 Customer service # of people helped
barrier
Publishing Effective, sharable,
Reach, Feedback,
Video, Audio 1-Many Distribution portable, multi-
Conversion
Feedback SEO tasking
Stronger
Reach, Activity,
Social Networks Many-Many Collaboration community, Faster
Achieve goals
decision making

70. Why is Google successful?
Word of Mobile
...word gets around!

71. Why is Google successful?
Always asking:
What do you want?
Word of Mobile
...word gets around!

72. Why is Google successful?
Always asking:
What do you want?
Customer comes first.
Word of Mobile
...word gets around!

73. Survey 2
Word of Mobile
...word gets around!

74. Survey 2
What do you want?
Word of Mobile
...word gets around!

75. Survey 2
What do you want?
Please circle the emoticons.
Word of Mobile
...word gets around!

76. Survey 2
What do you want?
Please circle the emoticons.
Thank you.
Word of Mobile
...word gets around!

77. NYPTA Challenges?
Word of Mobile
...word gets around!

78. NYPTA Challenges?
1. Ease of Use - Customer Experience
Word of Mobile
...word gets around!

79. NYPTA Challenges?
1. Ease of Use - Customer Experience
2. Revenue - Sustainability
Word of Mobile
...word gets around!

80. NYPTA Solution?
Ad supported phone service
Call - 511
Customer - Gets schedule, discount
NYPTA - ease of use, revenue increase

81. Case Study 3: CDTA Website

82. Case Study 3: CDTA Website

83. Case Study 4: NYPTA Website

84. Case study 5: NYPTA Podcast
Keep New York Moving Podcast
Audio Playing
People: Transit industry executives, Elected officials, trade partners, interested public
Objective: Educate on issues, keep up to date on action items
Strategy: Publish frequent portable, shareable audio updates
Tools: Audio webcast & podcast
Implementation: In progress
Metrics: Downloads, Subscribers, Comments on blog
Word of Mobile
...word gets around!

85. How to create a Social Media plan?
Word of Mobile
...word gets around!

86. How to create a Social Media plan?
1. People - Who are we engaging?
Word of Mobile
...word gets around!

87. 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!

88. 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!

89. 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!

90. 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!

91. 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!

92. Where is social media solving
business challenges?

93. Where is social media solving
business challenges?
Product
Market research Development
Marketing
Workflow
Sales
Learning Recruiting
Advertising
Physical
Relationship Footprint
Customer Management
service Outsourcing

94. “Social Media” marketing
drives sustainable profits.
David Levesque
Lead Strategist - Word of Mobile.com
Word of Mobile
...word gets around!