Online Marketing & Social Media
 Are These Tools Effective For Your Transit Agency?

Transit Marketing Workshop, Sept. 20,...
Global
Internet Users




  Photo Credit: Jess3
90 Trillion
  The number
  of emails sent on
  the Internet in 2009.

Source: Jess3
500 Million Active Facebook Users



Photo Credit: Oversocialized   Source: Tech Herald
126 Million
  The number of blogs on the Internet.




Source: Jess3
10 Billion+ Tweets Sent on Twitter
            Since 2006




Photo Credit: Rosaura Ochoa   Source: Mashable
2 Billion Videos Are Streamed
                 Each Day On YouTube
Photo Credit: jonsson                 Source: Techcrunch
What Is Social
Media Marketing?
“Social Media Marketing: Enables Others to Advocate
   for Your Business Through Compelling Content”




Image credit: Ian...
“Social Media is Like a Cocktail Party:
         Listen Then Respond”
Photo Credit:
The Dana Files
Social media hierarchy
                                    Micro
                                    Social
              ...
Pillars of a Social Media System

     • Create a social media strategy
     • Optimize brand assets
     • Create content...
A listening station

                                 Customer experience
                                 Brand mentions
...
A listening station

                                 Google Alerts
                                 Google Reader
       ...
Content as Lead Generation:
              “Company Blogs are Digital Publications
                  that Allow Public Resp...
Blogging and B2C and B2B Leads




Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
# Blog Articles By Leads Generated




Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Social Media Can Drive
                            Leads and Customers




Photo Credit: PhotoDu.de
Social Media is for Leads and Sales




    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media is for B2B and B2C




  Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Optimizing Brand Assets
“Links are the Currency of
      Social Media”
Optimizing brand assets

• Fix your digital
  assets
• Claim your digital
  real estate
Optimizing brand assets
• Images, audio,
  video
• Social profiles
• Local search
• Social search
• Online PR
Social network profiles
Local search profiles
• Google Maps
   Place page
• Yahoo Local
• Bing
• google.com/lbc
Social search profiles

• Yelp!
• CitySearch
• Insider Pages
Google Transit Partner Program
Hampton Roads Transit Success Story




     An additional, unexpected benefit for HRT has been a PR
     boon that Sulliv...
Asset optimization
Content as lead generation

   • Being found vs. hunting
   • An optimized online presence
   • Merge content with engagem...
Blog Basics

 • Configure WordPress.org
    WordPress.org vs. WordPress.com
 • Premium or custom theme (design)
 • Post an...
RSS Reader
Example WP Business Theme
Best practices

 • Read, follow, and listen
 • Write what people search
 • Feed the spiders often
 • Engage your comment c...
Integrate and amplify
• Weekly digest email
• Email subscribe to blog
• Social media profiles
• Strategic network
• Guest ...
Sample blogs
Social networks and networking
• twitter
   Search leads, discover, customer service
• Fa
   Groups, Fan Pages
• LinkedIn
...
Twitter basic stuff

 • Tweet
 • Handle
 • Follow
 • Replies
 • Retweet
 • DM
 • Avatar
 • Hashtag
Why use it?
Strategy – 1-to-1 or 1-to-many

  • Customer service
  • Reputation management
  • Event promotion/extension
 ...
Who do I follow?
Strategy – less is or more is


    • Twellow.com
    • Mr tweet
    • Twubble
    • Just Tweet It
    • ...
What do I say?
Strategy – it depends

   • @replies
   • Engage in conversations
   • Questions
   • RT
   • Bookmarks
   ...
Twitter best practices

• Think objectives
• Follow (twellow.com)
• Tweet mixed, but give and RT - repurpose
• Use search ...
Twitter Pages
Some basic Facebook stuff

 • Profile
 • Fan Page
 • Groups
 • Ads
Fan/Business page
Facebook best practices

• Build fan page
• Promote with special modules and
  content
• Repurpose content
• Be consistent...
LinkedIn profile page
LinkedIn best practices

• Profile – links, keywords, descriptive
• Status updates
• Repurpose content – Slideshare, YouTu...
Managing the Beast

• Getting Things Done
• A system and process
• Dashboards
• Amplify
• Integrate
System and process

• Routine
• Daily
• Weekly
• Monthly
• Update
Dashboards

• Netvibes
• iGoogle
• Yahoo Pipes
• Friend Feed
• ACT! 2010
Dashboards




      Gist
Integrate !!!
Golden Trio
• Blog              • Blog
• Facebook    OR?   • Facebook
• Twitter           • LinkedIn
Now What?
 Now What?
Your Questions
Resources
 • Free eBook: Social Media for
   Small Business Ebook
   bit.ly/smebook
 • Free weekly social media tips
   to...
Resources
• Social Media Pro Group Online
  Workshop Series Session
  include:
  –   Creating a Social Media Strategy
  – ...
Resources
• Social Media Pro Group Online
  Workshop Series starts Oct 26.
  – bit.ly/swta_social_media
  – SWTA Nation Sp...
Contact
             Rick L’Amie



      www.getmoxiemarketing.com
         Twitter: @moxiemarketing
  Blog: www.marketin...
Thank you!
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SWTA transit marketing online marketing & social media

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Presentation by Rick L'Amie of Moxie Marketing to the SWTA 2010 Transit Marketing Workshop.

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SWTA transit marketing online marketing & social media

  1. 1. Online Marketing & Social Media Are These Tools Effective For Your Transit Agency? Transit Marketing Workshop, Sept. 20, 2010
  2. 2. Global Internet Users Photo Credit: Jess3
  3. 3. 90 Trillion The number of emails sent on the Internet in 2009. Source: Jess3
  4. 4. 500 Million Active Facebook Users Photo Credit: Oversocialized Source: Tech Herald
  5. 5. 126 Million The number of blogs on the Internet. Source: Jess3
  6. 6. 10 Billion+ Tweets Sent on Twitter Since 2006 Photo Credit: Rosaura Ochoa Source: Mashable
  7. 7. 2 Billion Videos Are Streamed Each Day On YouTube Photo Credit: jonsson Source: Techcrunch
  8. 8. What Is Social Media Marketing?
  9. 9. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  10. 10. “Social Media is Like a Cocktail Party: Listen Then Respond” Photo Credit: The Dana Files
  11. 11. Social media hierarchy Micro Social Networks Social Bookmarking Social Search RSS Feeds Blogging Copyright: Duct Tape Marketing
  12. 12. 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
  13. 13. A listening station Customer experience Brand mentions Competition Accuracy Media stalking Content Copyright: Duct Tape Marketing
  14. 14. A listening station Google Alerts Google Reader Search.twitter Boardtracker.com Backtype.com Copyright: Duct Tape Marketing
  15. 15. Content as Lead Generation: “Company Blogs are Digital Publications that Allow Public Responses” Photo Credit kevindooley
  16. 16. Blogging and B2C and B2B Leads Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  17. 17. # Blog Articles By Leads Generated Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  18. 18. Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
  19. 19. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  20. 20. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  21. 21. Optimizing Brand Assets “Links are the Currency of Social Media”
  22. 22. Optimizing brand assets • Fix your digital assets • Claim your digital real estate
  23. 23. Optimizing brand assets • Images, audio, video • Social profiles • Local search • Social search • Online PR
  24. 24. Social network profiles
  25. 25. Local search profiles • Google Maps Place page • Yahoo Local • Bing • google.com/lbc
  26. 26. Social search profiles • Yelp! • CitySearch • Insider Pages
  27. 27. Google Transit Partner Program
  28. 28. 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."
  29. 29. Asset optimization
  30. 30. Content as lead generation • Being found vs. hunting • An optimized online presence • Merge content with engagement
  31. 31. Blog Basics • Configure WordPress.org WordPress.org vs. WordPress.com • Premium or custom theme (design) • Post and comments • RSS feed - subscribe
  32. 32. RSS Reader
  33. 33. Example WP Business Theme
  34. 34. Best practices • Read, follow, and listen • Write what people search • Feed the spiders often • Engage your comment community • Amplify your message
  35. 35. 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
  36. 36. Sample blogs
  37. 37. Social networks and networking • twitter Search leads, discover, customer service • Fa Groups, Fan Pages • LinkedIn Groups, staff, questions • Mee Networking meetings
  38. 38. Twitter basic stuff • Tweet • Handle • Follow • Replies • Retweet • DM • Avatar • Hashtag
  39. 39. Why use it? Strategy – 1-to-1 or 1-to-many • Customer service • Reputation management • Event promotion/extension • Product/service promo • Network and partner
  40. 40. Who do I follow? Strategy – less is or more is • Twellow.com • Mr tweet • Twubble • Just Tweet It • search.twitter
  41. 41. What do I say? Strategy – it depends • @replies • Engage in conversations • Questions • RT • Bookmarks • Blog posts – twittertools
  42. 42. 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
  43. 43. Twitter Pages
  44. 44. Some basic Facebook stuff • Profile • Fan Page • Groups • Ads
  45. 45. Fan/Business page
  46. 46. Facebook best practices • Build fan page • Promote with special modules and content • Repurpose content • Be consistent • Buy ads to promote content
  47. 47. LinkedIn profile page
  48. 48. LinkedIn best practices • Profile – links, keywords, descriptive • Status updates • Repurpose content – Slideshare, YouTube • Search for leads - Profile • Recommend • Questions and Answers
  49. 49. Managing the Beast • Getting Things Done • A system and process • Dashboards • Amplify • Integrate
  50. 50. System and process • Routine • Daily • Weekly • Monthly • Update
  51. 51. Dashboards • Netvibes • iGoogle • Yahoo Pipes • Friend Feed • ACT! 2010
  52. 52. Dashboards Gist
  53. 53. Integrate !!!
  54. 54. Golden Trio • Blog • Blog • Facebook OR? • Facebook • Twitter • LinkedIn
  55. 55. Now What? Now What? Your Questions
  56. 56. Resources • Free eBook: Social Media for Small Business Ebook bit.ly/smebook • Free weekly social media tips to your inbox
  57. 57. 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.
  58. 58. 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)
  59. 59. Contact Rick L’Amie www.getmoxiemarketing.com Twitter: @moxiemarketing Blog: www.marketingwithmoxie.com Email: rick.lamie@getmoxiemarketing.com 512.814.MOXIE (6694)
  60. 60. Thank you!
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