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A big thank you to everyone who attended the June 2009 NYPTA Spring Conference. I hope you enjoy watching my social media marketing presentation again and sharing it with your colleagues who may find it valuable. Below is the outline from my presentation.
“Benefits of Creating Social Media Relationships with transit riders”
New York Public Transit Association Presentation - June 2009
By David Levesque
- Good morning!
- Welcome, my name is David Levesque.
- I am the lead social media marketing strategist for Word of Mobile.
- At Word of Mobile we develop and implement social media marketing that drives sustainable profits. Our efforts are focused on energy, education and empowerment industries.
- I’d like to begin by thanking Ray Melleady for his kind introduction.
- Ray is one the best advocates of social media we work with. Ray understands and implements social media to help CDTA and NYPTA drive forward.
- Audience survey: So I can provide the most value to you would you please raise your hand if you have a management background, marketing background, media buying background.
- And now for a few housekeeping issues.
- If you are really busy right now, you will be able to download this presentation in iTunes next week and watch it whenever and wherever is convenient for you.
- Please turn your mobile phones on. That’s on not off.
- This way if you have questions during the presentation you can text them to me.
- Today’s dialogue is about the benefits of creating social media relationships with transit riders. Some of the benefits include.
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- Increase profit margins by eliminating low return efforts and supporting high return efforts
- Increase customer base by lowering barriers to customer adoption
- Improving the feedback loop which lowers the time it takes to get feedback from the market
- Increase sustainability by lowering the energy used to do business
- What is the problem we are solving? Sustainability
- How do we create a sustainable society? How do we teach our fellow citizens to act in sustainable ways by using public transit?
- Case study 1: Let’s look at our first case study and ask the question what is Social Media? It is democracy at its best work
- What are the basic business challenges
- Sustainability – what needs to change in order to stay in business
- Relevance – how relevant are we to our target market? What are the demand and supply and our market share?
- Brand awareness – does our target market know that we exist
- Customer experience – are our customers happy with our offering
- Benefits of social media
- Leverage-able = leverage the wisdom, knowledge and effort of existing network, do more with less
- Accessible = where and when you need it
- Transparent = truthful/more respected
- Two-way = increases engagement/learning
- Easy collaboration = better results
- What are the basic Communication guidelines?
- Accessible
- Relevant
- Clear
- Compelling
- Two-way – non two way info. sharing is dictating not communicating
- Macro level. Medium accessibility and relevance are foundations for success.
- Let’s compare media accessibility and relevance options.
- Word of mouth - Friends are accessible 100% of the time and are the most powerful influence, so they are very relevant. Friends share in audio and visual mediums so they are pretty compelling. On the downside friends are not traditionally two-way or measureable by the company.
- Mobile phone is very accessible about 90% of the population has one with them 95% of the time. It’s always relevant. Who has information on their phone that they do not want. It’s opt-in, two-way, shareable, and measurable.
- About 65% of the population has high speed internet.
- The question is where do you want to put your effort? High access and relevance or low? It depends on your needs. If you are looking for brand awareness, traditional mass media may be your most cost effective route. You have this chart on your handout.
- Assuming we buy the idea that online and mobile media is more effective at reaching our goals. Let’s define and look closely at some more examples.
- Here is a definition of web 2.0 which is essentially social media from Forrester research.
- And here is a visual representation of the macro effect of social media
- Instead of destinations on either side of the information superhighway we now create rooms where all stakeholders can gather and be engaged to create richer deeper relationships.
- Here’s a visual representation of a complete social media plan.
- And now here is a breakdown of the different social mediums including the style of communication, uses, benefits and metrics for each.
- Another way to view the impact of social media is through the lens of Wikinomics. Here is a brief summary of Wikinomics.
- Ok let’s look again at the macro level. What’s really going on at the macro level of media?
- In traditional mass media we measured number of impressions. Bought a TV ad and 500,000 impressions. When 5,000 people responded that was considered a success. As you can see a lot of our messages missed the mark. How many of us are doing this today?
- With social media all of our messages hit the mark. Why?
i. Because it’s opt-in or referral based.
ii. It’s two way so we can engage our customers.
iii. It’s measureable to we can know quickly what’s working.
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- The relevant business question has to be: if what you’re doing is not effective what are the other options.
- New path to profits? Direct relationship with customer.
- So that’s a macro overview. What challenges does NYPTA faces on the micro level.
- NYPTA has several challenges - there are 2 specific challenges that can be met with social media solutions.
- Ease of use which is a customer experience challenge
- Revenue which is a sustainability challenge
- Case study 2: Phone based service supported by advertising
- Call 511 and ask for a schedule for bus 5 on route 5 at stop 5
- Customer receives a voice or text message schedule when and where they need it and a discount at a local store
- NYPTA gets better customer experience and new revenue stream
- Does this solution meet the basic communication criteria?
i. Accessible
ii. Relevant
iii. Clear
iv. Compelling
v. Two-way – non two way info. sharing is dictating not communicating
- Here’s an interesting question: Why is Google successful?
- I think it’s because they are always asking the relevant question to the customer what do you want?
- In other words, the customer comes first.
- Who is the most important person in your organization?
- Then Google sells that valuable information.
- At this time I’d like to take a few minutes and find out what you want.
- Please circle the emoticon next to the topic area for how you feel NYPTA is performing on these topics. Circle sad face for an area that needs work, circle a happy face for an area that is doing well.
- Case study 3: CDTA website. Ok I’m going to show you a website and ask you to raise your hand when you know what the highest priority to a visitor to this website is and where it is on the page.
- Ok that took anywhere from 5 seconds to 1 minute.
- Let’s here 3 thoughts on what is the visitors highest priority? Schedule
- And where is it located. Far right.
- The problem is we read left to right. Putting the schedule on the far right is not a good customer experience in my opinion.
- Case study 4: NYPTA website
- What is the highest priority of a visitor coming here?
- Conference info? NYPTA member benefits? Understanding investments in public transit and where my taxes are going.
- This site evokes positive emotion left to right. Happy kids, friendly driver.
- What about this search box, what it the purpose of that? To empower the customer to ask for what they want and to measure what that is?
- What about this video what is the purpose of that? To lead the visitor down the path you want them to take.
- By now I bet you are asking how do we create a social media plan?
- Let’s look at a couple of case studies using this process
- NYPTA podcast
- CDTA why we ride transit – could hand out survey while they are watching.
- CDTA iride seniors video
- Where else is social media useful in solving your business challenges?
- Thank you for being here. We will send you a link to this presentation next week. We look forward to answering your questions and solving your problems.
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