Mama says they was magic shoes. They could take me anywhere.
Social Media Strategy for Public Transportation of Silicon Valley
Jul 17, 2015
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Mama says they was magic shoes. !!They could take me anywhere. !
Places have stories, stories places. !Characters move !within the set & every character counts.!
Who has San Jose been?!
1777- Ohlone Tribe! Mission Santa Clara! Disappointed Gold Miners!
Become Farmers!Become Inventors!Become Connectors!
18%
13%
The San Jose you care to attract: The Connectors!
San Jose Popula-on: ~ 958,966
431,534 people
Where is VTA present online?!
San Jose Popula-on: ~ 958,966
Best Facebook Posts
Twi8er
San Jose Popula-on: ~ 958,966
Youtube San Jose Popula-on: ~ 958,966
Where are they hanging out online?!
Content!
Form!Process!
Identity!
What’s the engagement formula?!
People
Ideas Places
Content • News
– Local – State
• Gossip – Government – Pop Culture
• Promotions – Coupons – Up & Coming
• History – Technology – Literature
• Landscape – Photo of-a Rider’s-Day
• People – Who rode? Who rides?
Examples
Form
“Affluence means influence.” -‐ Jack London
Ex. Pictures. Idioms. Infographics.
Examples
Examples
What is it that you do?
Tools: Content. Form. Process
Denver is who you should look up to for social
Ac-on Plan • Capture A8en-on • Create Internal Engagement – Newsle8er
• Coordinate PlaLorms • Enact Call To Ac-on • Collect Data – Email. Demographic. Design Response
• Seek Feedback • Assess Analy-cs • Establish Content Cycle i.e. programming
Short term KPI • Increase Facebook Likes by 30% by June • Increase Twi8er Followers by 80% by May • Double YouTube subscribers; 2 unique video per month • 1 blog posts per week-‐ Weekend • Evaluate and update analy-cs brief once/week • Evaluate content & marke-ng partnerships every 2 weeks
Suggested Campaign Copy “Your City. Your Convenience. Our Pleasure.”
“VTA: So You Can Procras-nate.”
“Gas is expensive. Connect the dots.”
Media and transporta-on can now converge thanks to technology. Mediated spaces and power of contentualizing everything has allowed the aliena-on to fade away and in its place, people are coming ii play. Be a storytelling agent and change your percep-on. A8ract. Engage. Give. Secure.
“If ideas are the currency of our age, then building the right places for those ideas will determine our collective fate. The strength that comes from human collaboration is the central truth behind civilization’s success and the primary reason why cities exist...We must free ourselves from our tendency to see cities as their buildings, and remember that the real city is made of flesh not concrete.” � -‐ Edward Glaeser, “Triumph of the City: How Our Greatest Inven-on Makes Us Richer, Smarter, Greener, Healthier, and Happier”
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