“Social Media” marketing
drives sustainable profits.




David Levesque
   Lead Strategist - Word of Mobile.com
           ...
Is social media right for NYPTA?

     Not yet       YES!




                  Word of Mobile
                           ...
Is social media right for NYPTA?

     Not yet       YES!




                  Word of Mobile
                           ...
Survey 1: Who are you?




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



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


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

            Word of Mobile
                   ...
Survey 1: Who are you?
   1. Management
   2. Marketing
   3. Media Buying
   4. Sales
            Word of Mobile
        ...
Benefits of creating
“social media” relationships
     with Transit Riders
Benefits of creating
  “social media” relationships
       with Transit Riders

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

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

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

Profit Margins    Low return efforts
 Cust...
Problem?




Sustainable self preservation - 10K yrs.
Problem?




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



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

                    Information - 30 yrs.
              Industrial - 150 yrs.
         Agriculture - 1,800 yrs.
...
Problem?
                             Sustainability
                    Information - 30 yrs.
              Industrial - ...
Solution




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




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




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

Educational
               =
 Efficiency


                   Word of Mobile
      ...
Solution
  Innovation           Change

Educational            Improvement
               =
 Efficiency                  Co...
Business challenges




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

1. Sustainability




                    Word of Mobile
                                     ...word...
Business challenges

1. Sustainability
2. Relevance - Demand/Supply



                Word of Mobile
                    ...
Business challenges

1. Sustainability
2. Relevance - Demand/Supply
3. Brand/Product awareness

                Word of Mo...
Business challenges

1. Sustainability
2. Relevance - Demand/Supply
3. Brand/Product awareness
4. Customer experience
    ...
Benefits of Social Media?




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




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




                       Wor...
Benefits of Social Media?
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagem...
Benefits of Social Media?
1. Accessible = where & when you need it
2. Transparent = truthful
3. Two-way = increases engagem...
Communication Guidelines




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




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



             Word of Mobile
                              ...w...
Communication Guidelines
   1. Relevant
   2. Accessible
   3. Clear

             Word of Mobile
                        ...
Communication Guidelines
   1. Relevant
   2. Accessible
   3. Clear
   4. Compelling
             Word of Mobile
        ...
Communication Guidelines
   1. Relevant
   2. Accessible
   3. Clear
   4. Compelling
   5. Two-way
             Word of M...
Old way
Old way

                  Our
My brand        network
Social Media =
Social Media =                Rooms

                 Podcast




          Blog             Wiki
Social Media =                  Rooms

                   Podcast




            Blog             Wiki




          Our ...
Brand
Social Media =               Community
                   Podcast




            Blog             Wiki




        ...
Your Social Media Campaign



             My
            brand
Your Social Media Campaign

    Instant      eMail
                           Blog
 Messaging/Txt
  Messaging

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




                               Opt-in, Two-way
         ...
New path to profits?
   Old way           New way
   My Brand          My Brand

Traditional Media   My Customers

 My Cust...
How would you like a TV station like this?
How would you like a TV station like this?

        Targeted                 Local
                   Global
        Two-w...
How would you like a TV station like this?

        Targeted                 Local
                   Global
        Two-w...
Medium Accessibility, Relevance?
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Medium Accessibility, Relevance?
                                                             Opt-in, two-way
            ...
Social Mediums & Uses
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Social Mediums & Uses
Medium            Style            Uses             Benefits                 Metrics
                ...
Why is Google successful?




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

  Always asking:
 What do you want?


              Word of Mobile
                            ...
Why is Google successful?

  Always asking:
 What do you want?

Customer comes first.
              Word of Mobile
        ...
Survey 2




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



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


               Word of Mobile
                              ...
Survey 2
    What do you want?
Please circle the emoticons.
        Thank you.
               Word of Mobile
             ...
NYPTA Challenges?




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

1. Ease of Use - Customer Experience




                    Word of Mobile
                           ...
NYPTA Challenges?

1. Ease of Use - Customer Experience

2. Revenue - Sustainability

                      Word of Mobile...
NYPTA Solution?
    Ad supported phone service

              Call - 511
Customer - Gets schedule, discount
NYPTA - ease o...
Case Study 3: CDTA Website
Case Study 3: CDTA Website
Case Study 4: NYPTA Website
Case study 5: NYPTA Podcast
              Keep New York Moving Podcast
                                              Audio...
How to create a Social Media plan?




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




                            Word of Mobile
       ...
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?




         ...
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy -...
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy -...
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy -...
How to create a Social Media plan?
1. People - Who are we engaging?
2. Objective - Why are we engaging them?
3. Strategy -...
Where is social media solving
business challenges?
Where is social media solving
business challenges?
                                               Product
               M...
“Social Media” marketing
drives sustainable profits.




  David Levesque
   Lead Strategist - Word of Mobile.com

        ...
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Social Media Relationships NYPTA

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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.

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Social Media Relationships NYPTA

  1. 1. “Social Media” marketing drives sustainable profits. David Levesque Lead Strategist - Word of Mobile.com Word of Mobile ...word gets around!
  2. 2. Is social media right for NYPTA? Not yet YES! Word of Mobile ...word gets around!
  3. 3. Is social media right for NYPTA? Not yet YES! Word of Mobile ...word gets around!
  4. 4. Survey 1: Who are you? Word of Mobile ...word gets around!
  5. 5. Survey 1: Who are you? 1. Management Word of Mobile ...word gets around!
  6. 6. Survey 1: Who are you? 1. Management 2. Marketing Word of Mobile ...word gets around!
  7. 7. Survey 1: Who are you? 1. Management 2. Marketing 3. Media Buying Word of Mobile ...word gets around!
  8. 8. Survey 1: Who are you? 1. Management 2. Marketing 3. Media Buying 4. Sales Word of Mobile ...word gets around!
  9. 9. Benefits of creating “social media” relationships with Transit Riders
  10. 10. Benefits of creating “social media” relationships with Transit Riders Profit Margins Low return efforts
  11. 11. Benefits of creating “social media” relationships with Transit Riders Profit Margins Low return efforts Customers Lower barriers
  12. 12. Benefits of creating “social media” relationships with Transit Riders Profit Margins Low return efforts Customers Lower barriers Feedback loop Time
  13. 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. 14. Problem? Sustainable self preservation - 10K yrs.
  15. 15. Problem? Agriculture - 1,800 yrs. Sustainable self preservation - 10K yrs.
  16. 16. Problem? Industrial - 150 yrs. Agriculture - 1,800 yrs. Sustainable self preservation - 10K yrs.
  17. 17. Problem? Information - 30 yrs. Industrial - 150 yrs. Agriculture - 1,800 yrs. Sustainable self preservation - 10K yrs.
  18. 18. Problem? Sustainability Information - 30 yrs. Industrial - 150 yrs. Agriculture - 1,800 yrs. Sustainable self preservation - 10K yrs.
  19. 19. Solution Word of Mobile ...word gets around!
  20. 20. Solution Innovation Word of Mobile ...word gets around!
  21. 21. Solution Innovation Change Word of Mobile ...word gets around!
  22. 22. Solution Innovation Change Educational = Efficiency Word of Mobile ...word gets around!
  23. 23. Solution Innovation Change Educational Improvement = Efficiency Cost Word of Mobile ...word gets around!
  24. 24. Business challenges Word of Mobile ...word gets around!
  25. 25. Business challenges 1. Sustainability Word of Mobile ...word gets around!
  26. 26. Business challenges 1. Sustainability 2. Relevance - Demand/Supply Word of Mobile ...word gets around!
  27. 27. Business challenges 1. Sustainability 2. Relevance - Demand/Supply 3. Brand/Product awareness Word of Mobile ...word gets around!
  28. 28. Business challenges 1. Sustainability 2. Relevance - Demand/Supply 3. Brand/Product awareness 4. Customer experience Word of Mobile ...word gets around!
  29. 29. Benefits of Social Media? Word of Mobile ...word gets around!
  30. 30. Benefits of Social Media? 1. Accessible = where & when you need it Word of Mobile ...word gets around!
  31. 31. Benefits of Social Media? 1. Accessible = where & when you need it 2. Transparent = truthful Word of Mobile ...word gets around!
  32. 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. 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. 34. Communication Guidelines Word of Mobile ...word gets around!
  35. 35. Communication Guidelines 1. Relevant Word of Mobile ...word gets around!
  36. 36. Communication Guidelines 1. Relevant 2. Accessible Word of Mobile ...word gets around!
  37. 37. Communication Guidelines 1. Relevant 2. Accessible 3. Clear Word of Mobile ...word gets around!
  38. 38. Communication Guidelines 1. Relevant 2. Accessible 3. Clear 4. Compelling Word of Mobile ...word gets around!
  39. 39. Communication Guidelines 1. Relevant 2. Accessible 3. Clear 4. Compelling 5. Two-way Word of Mobile ...word gets around!
  40. 40. Old way
  41. 41. Old way Our My brand network
  42. 42. Social Media =
  43. 43. Social Media = Rooms Podcast Blog Wiki
  44. 44. Social Media = Rooms Podcast Blog Wiki Our Network Us, Customers, Suppliers, Stake-holders, Employees
  45. 45. Brand Social Media = Community Podcast Blog Wiki Our Network Us, Customers, Suppliers, Stake-holders, Employees
  46. 46. Your Social Media Campaign My brand
  47. 47. Your Social Media Campaign Instant eMail Blog Messaging/Txt Messaging My brand Social Online&Mobile Networks Video/Audio
  48. 48. Effective Media? TV, Radio, Print, Static web Social Media
  49. 49. Effective Media? TV, Radio, Print, Static web Social Media
  50. 50. Effective Media? TV, Radio, Print, Static web Social Media
  51. 51. Effective Media? TV, Radio, Print, Static web Social Media Opt-in, Two-way Measurable
  52. 52. New path to profits? Old way New way My Brand My Brand Traditional Media My Customers My Customers
  53. 53. How would you like a TV station like this?
  54. 54. How would you like a TV station like this? Targeted Local Global Two-way Shareable/Social Always on High definition (HD) Measurable
  55. 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. 56. Medium Accessibility, Relevance?
  57. 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. 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. 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. 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. 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. 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. 63. Social Mediums & Uses
  64. 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. 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. 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. 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. 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. 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. 70. Why is Google successful? Word of Mobile ...word gets around!
  71. 71. Why is Google successful? Always asking: What do you want? Word of Mobile ...word gets around!
  72. 72. Why is Google successful? Always asking: What do you want? Customer comes first. Word of Mobile ...word gets around!
  73. 73. Survey 2 Word of Mobile ...word gets around!
  74. 74. Survey 2 What do you want? Word of Mobile ...word gets around!
  75. 75. Survey 2 What do you want? Please circle the emoticons. Word of Mobile ...word gets around!
  76. 76. Survey 2 What do you want? Please circle the emoticons. Thank you. Word of Mobile ...word gets around!
  77. 77. NYPTA Challenges? Word of Mobile ...word gets around!
  78. 78. NYPTA Challenges? 1. Ease of Use - Customer Experience Word of Mobile ...word gets around!
  79. 79. NYPTA Challenges? 1. Ease of Use - Customer Experience 2. Revenue - Sustainability Word of Mobile ...word gets around!
  80. 80. NYPTA Solution? Ad supported phone service Call - 511 Customer - Gets schedule, discount NYPTA - ease of use, revenue increase
  81. 81. Case Study 3: CDTA Website
  82. 82. Case Study 3: CDTA Website
  83. 83. Case Study 4: NYPTA Website
  84. 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. 85. How to create a Social Media plan? Word of Mobile ...word gets around!
  86. 86. How to create a Social Media plan? 1. People - Who are we engaging? Word of Mobile ...word gets around!
  87. 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. 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. 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. 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. 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. 92. Where is social media solving business challenges?
  93. 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. 94. “Social Media” marketing drives sustainable profits. David Levesque Lead Strategist - Word of Mobile.com Word of Mobile ...word gets around!

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