A Social Media Strategy for TDM

A Social Media Strategy for TDMHow Smart Commute has integrated social media tools

into outreach and campaigns

Shout Outs@pazpeter @kephsenett

@aaronofgaul @smartcommutecy

@kklyeung

A Social Media Strategy for TDM Profile What is Social Media? Why use Social Media? Pools, Pipelines and People Identity and Promotion Challenges Our Next Steps

@ryan_lanyonNovember 24, 2010

Profile Smart Commute

Greater Toronto + Hamilton Metrolinx + 11 TMAs 150+ employers 350,000+ commuters Carpool Zone www.smartcommute.ca @smartcommute Social media – one year

What is Social Media? Wikipedia

What is Social Media? Wikipedia

“Media for social interaction.”

What is Social Media? Wikipedia

“Media for social interaction.” “Consumer-generated media.” “Blending of technology and social interaction for the

co-creation of value.”

What is Social Media? Wikipedia

“Media for social interaction.” “Consumer-generated media.” “Blending of technology and social interaction for the

co-creation of value.” Kaplan and Haenlein

“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.”

What is Social Media? Internet-based communications channels that

enable instant, frequent two-way messaging and establish communities around common principles and ideas. Facebook Twitter YouTube LinkedIn Flickr, etc.

What is Social Media? Traditional Media

Print, radio, billboards, television

Expensive Long lead time, fixed Budget determines reach “Push” messaging to

audience (one-way) Complete control over

messaging

Social Media Facebook, YouTube,

LinkedIn, Twitter, blogs Inexpensive (often free) Immediate, dynamic Popularity of message

determines reach Two-way communication

with target audience Unmediated/less control

What is Social Media? Traditional Media

For larger, distinct campaigns

To disseminate on-site information (i.e. posters for B2WD)

Targeted audience (i.e. ads in commuters magazines)

Target older audience (35-55 years).

Social Media Frequently, regularly, to

keep engaged with related issues and topics

To report live from events/initiatives

To create buzz Target younger audience

(students, young professionals)

Filter audiences and target messenging

Why use Social Media? Free and easy to use Instant communication and feedback

Dynamic website content Eliminates programming website updates

Targetted messaging Younger audience Build community and loyalty Create champions and inform opinion leaders

Why use Social Media?72

34

38

Why use Social Media?

+

5 minutes350 People

$0

Why use Social Media? Carpool Zone Users by Age

Sample of Smart Commute audience demographics

Source: Carpool Zone, July 2010

Why use Social Media? Social media can reach younger audiences

For example, as of July 2010, a full 57% of Facebook users fall into the 18-34 demographic.

Source: Facebakers on Mashable, July 2010

Why use Social Media?People are talking about you or the issues you care about.

#sms2010ACT CanadaSustainable Mobility Summit 2010

Pools, Pipelines and People Pools (Content)

Photos Videos Blogs Presentations Events

Pools, Pipelines and People Pipeline (Communication)

Tweets News and updates Discussion Comments

Pools vs. Pipelines

+websites

Pools – WordPress

Pipeline – WordPress, Twitter

Pipeline – Twitter

Pool – flickr

Pipeline – flickr

Pipelines – SlideShare, YouTube

Pools, Pipelines and People People (Community)

Discussion Dialogue Comments Collaboration

Pipeline – LinkedIn

People – LinkedIn

People – LinkedIn

All of the Above – CoveritLive

All of the Above – CoveritLive

Identity and Promotion Establish your identity

Be consistent. Set standards – avatar! Relate to your program. Be visible. Speak in a consistent voice. Create a personality. Position youself as a subject matter expert and go-to

resource in your community.

Identity and Promotion Content Guidelines and Protocols

Choose the appropriate account– Facebook = Page– LinkedIn = Group– Twitter = Account

Don’t spam – make each post relevant.– Choose carefully when reposting content from others.– Don’t repeat everything on your program and personal

accounts; the same people may follow both.

Identity and Promotion Promotion

Reach out to others; search for those already interested.

Integrate into your marketing materials. Experiment and have fun!

Identity and Promotion

Challenges Technology

Keeping on top of developments Building Community

Having a strong presence Generating two-way communication and discussion

Monitoring Are we being effective? What are the most useful metrics? http://wiki.kenburbary.com

Challenges Monitoring – Suggested KPI

Twitter = # of followers, # of tweets about you, # of times your tweets have been retweeted

Facebook = # of ‘Likes’, # of shares, # of positive and negative comments (Facebook provides its own KPI)

LinkedIn = # of users in your group, # of comments YouTube = # of shares, # of positive and negative

comments Other = Mentions in blogs, comments, forums, news

outlets, photos and videos

Our Next Steps iPhone and Android app

Beta testing – find the small icon on our website Content Development

Regular schedule of publishing Smart Commute Handbook – staff wiki Website content – public wiki?

Promotion and Community-building Monitoring and Metrics

Searching tools to assist

Follow us!@smartcommute

Ryan LanyonManager, Smart CommuteMetrolinxryan.lanyon@metrolinx.com