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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