Social Media Relationships NYPTA
description
Transcript of Social Media Relationships NYPTA
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David LevesqueLead Strategist - Word of Mobile.com
Word of Mobile ...word gets around!
“Social Media” marketingdrives sustainable profits.
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Is social media right for NYPTA?
Not yet YES!
Word of Mobile ...word gets around!
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Is social media right for NYPTA?
Not yet YES!
Word of Mobile ...word gets around!
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Survey 1: Who are you?
Word of Mobile ...word gets around!
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1. Management
Survey 1: Who are you?
Word of Mobile ...word gets around!
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1. Management2. Marketing
Survey 1: Who are you?
Word of Mobile ...word gets around!
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1. Management2. Marketing 3. Media Buying
Survey 1: Who are you?
Word of Mobile ...word gets around!
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1. Management2. Marketing 3. Media Buying4. Sales
Survey 1: Who are you?
Word of Mobile ...word gets around!
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Benefits of creating “social media” relationships
with Transit Riders
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Benefits of creating “social media” relationships
with Transit Riders
Profit Margins Low return efforts
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Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Low return effortsLower barriers
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Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Low return effortsLower barriers
Feedback loop Time
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Benefits of creating “social media” relationships
with Transit Riders
Profit MarginsCustomers
Sustainability
Low return efforts
Energy Use
Lower barriers
Feedback loop Time
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Sustainable self preservation - 10K yrs.
Problem?
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Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Problem?
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Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Problem?
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Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Information - 30 yrs.
Problem?
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Sustainable self preservation - 10K yrs.
Agriculture - 1,800 yrs.
Industrial - 150 yrs.
Information - 30 yrs.
SustainabilityProblem?
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Solution
Word of Mobile ...word gets around!
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Solution
Innovation
Word of Mobile ...word gets around!
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Solution
ChangeInnovation
Word of Mobile ...word gets around!
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Solution
Educational Efficiency
=
ChangeInnovation
Word of Mobile ...word gets around!
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Solution
Improvement
Cost
Educational Efficiency
=
ChangeInnovation
Word of Mobile ...word gets around!
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Business challenges
Word of Mobile ...word gets around!
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1. Sustainability
Business challenges
Word of Mobile ...word gets around!
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1. Sustainability2. Relevance - Demand/Supply
Business challenges
Word of Mobile ...word gets around!
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1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness
Business challenges
Word of Mobile ...word gets around!
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1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness4. Customer experience
Business challenges
Word of Mobile ...word gets around!
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Benefits of Social Media?
Word of Mobile ...word gets around!
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1. Accessible = where & when you need it
Benefits of Social Media?
Word of Mobile ...word gets around!
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1. Accessible = where & when you need it
2. Transparent = truthful
Benefits of Social Media?
Word of Mobile ...word gets around!
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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!
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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!
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Communication Guidelines
Word of Mobile ...word gets around!
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1. RelevantCommunication Guidelines
Word of Mobile ...word gets around!
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1. Relevant2. Accessible
Communication Guidelines
Word of Mobile ...word gets around!
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1. Relevant2. Accessible3. Clear
Communication Guidelines
Word of Mobile ...word gets around!
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1. Relevant2. Accessible3. Clear4. Compelling
Communication Guidelines
Word of Mobile ...word gets around!
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1. Relevant2. Accessible3. Clear4. Compelling5. Two-way
Communication Guidelines
Word of Mobile ...word gets around!
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Old way
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My brandOur
network
Old way
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Social Media =
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Social Media =
Blog Wiki
Podcast
Rooms
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Social Media =
Blog Wiki
Podcast
Our NetworkUs, Customers, Suppliers,Stake-holders, Employees
Rooms
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Social Media =
Blog Wiki
Podcast
BrandCommunity
Our NetworkUs, Customers, Suppliers,Stake-holders, Employees
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Your Social Media Campaign
My brand
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Your Social Media Campaign
My brand
eMailBlog
Online&Mobile Video/Audio
Instant Messaging/Txt
Messaging
SocialNetworks
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Effective Media?
TV, Radio, Print, Static web Social Media
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Effective Media?
TV, Radio, Print, Static web Social Media
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Effective Media?
TV, Radio, Print, Static web Social Media
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Effective Media?
TV, Radio, Print, Static web Social Media
Opt-in, Two-wayMeasurable
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New path to profits?
My Brand
Traditional Media
My Customers
Old wayMy Brand
My Customers
New way
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How would you like a TV station like this?
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How would you like a TV station like this?
Targeted
Global
Two-way Shareable/Social
High definition (HD)
Local
Always on
Measurable
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How would you like a TV station like this?
Targeted
Global
Two-way
Cost?
Shareable/Social
High definition (HD)
Local
Always on
Measurable
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Medium Accessibility, Relevance?
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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
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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
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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
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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
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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
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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
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Social Mediums & Uses
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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
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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
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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
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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
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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
![Page 69: Social Media Relationships NYPTA](https://reader033.fdocuments.in/reader033/viewer/2022051312/545c5e62af7959c8098b4758/html5/thumbnails/69.jpg)
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
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Why is Google successful?
Word of Mobile ...word gets around!
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Always asking:What do you want?
Why is Google successful?
Word of Mobile ...word gets around!
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Always asking:What do you want?
Why is Google successful?
Customer comes first.Word of Mobile ...word gets around!
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Survey 2
Word of Mobile ...word gets around!
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What do you want?
Survey 2
Word of Mobile ...word gets around!
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What do you want?
Please circle the emoticons.
Survey 2
Word of Mobile ...word gets around!
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What do you want?
Please circle the emoticons.
Thank you.
Survey 2
Word of Mobile ...word gets around!
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NYPTA Challenges?
Word of Mobile ...word gets around!
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1. Ease of Use - Customer Experience
NYPTA Challenges?
Word of Mobile ...word gets around!
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1. Ease of Use - Customer Experience
2. Revenue - Sustainability
NYPTA Challenges?
Word of Mobile ...word gets around!
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Call - 511
Customer - Gets schedule, discount
NYPTA - ease of use, revenue increase
NYPTA Solution?
Ad supported phone service
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Case Study 3: CDTA Website
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Case Study 3: CDTA Website
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Case Study 4: NYPTA Website
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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
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How to create a Social Media plan?
Word of Mobile ...word gets around!
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How to create a Social Media plan?
1. People - Who are we engaging?
Word of Mobile ...word gets around!
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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!
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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!
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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!
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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!
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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!
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Where is social media solving business challenges?
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Where is social media solving business challenges?
Market research
RelationshipManagement
WorkflowSales
Marketing
Customer service
ProductDevelopment
Learning
Outsourcing
AdvertisingRecruiting
Physical Footprint
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David LevesqueLead Strategist - Word of Mobile.com
Word of Mobile ...word gets around!
“Social Media” marketingdrives sustainable profits.