Social Media Relationships NYPTA

David LevesqueLead Strategist - Word of Mobile.com

Word of Mobile ...word gets around!

“Social Media” marketingdrives sustainable profits.

Is social media right for NYPTA?

Not yet YES!


Is social media right for NYPTA?

Not yet YES!


Survey 1: Who are you?


1. Management



1. Management2. Marketing



1. Management2. Marketing 3. Media Buying



1. Management2. Marketing 3. Media Buying4. Sales



Benefits of creating “social media” relationships

with Transit Riders


with Transit Riders

Profit Margins Low return efforts


with Transit Riders

Profit MarginsCustomers

Low return effortsLower barriers


with Transit Riders


Low return effortsLower barriers

Feedback loop Time


with Transit Riders


Sustainability

Low return efforts

Energy Use

Lower barriers

Feedback loop Time

Sustainable self preservation - 10K yrs.

Problem?


Agriculture - 1,800 yrs.

Problem?



Industrial - 150 yrs.

Problem?




Information - 30 yrs.

Problem?




Information - 30 yrs.

SustainabilityProblem?

Solution


Solution

Innovation


Solution

ChangeInnovation


Solution

Educational Efficiency

=

ChangeInnovation


Solution

Improvement

Cost

Educational Efficiency

=

ChangeInnovation


Business challenges


1. Sustainability

Business challenges


1. Sustainability2. Relevance - Demand/Supply

Business challenges


1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness

Business challenges


1. Sustainability2. Relevance - Demand/Supply 3. Brand/Product awareness4. Customer experience

Business challenges


Benefits of Social Media?


1. Accessible = where & when you need it




2. Transparent = truthful





3. Two-way = increases engagement/learning





3. Two-way = increases engagement/learning

4. Easy collaboration = better results



Communication Guidelines


1. RelevantCommunication Guidelines


1. Relevant2. Accessible



1. Relevant2. Accessible3. Clear



1. Relevant2. Accessible3. Clear4. Compelling



1. Relevant2. Accessible3. Clear4. Compelling5. Two-way



Old way

My brandOur

network

Old way

Social Media =

Social Media =

Blog Wiki

Podcast

Rooms

Social Media =

Blog Wiki

Podcast

Our NetworkUs, Customers, Suppliers,Stake-holders, Employees

Rooms

Social Media =

Blog Wiki

Podcast

BrandCommunity

Our NetworkUs, Customers, Suppliers,Stake-holders, Employees

Your Social Media Campaign

My brand

Your Social Media Campaign

My brand

eMailBlog

Online&Mobile Video/Audio

Instant Messaging/Txt

Messaging

SocialNetworks

Effective Media?

TV, Radio, Print, Static web Social Media

Effective Media?


Effective Media?


Effective Media?


Opt-in, Two-wayMeasurable

New path to profits?

My Brand

Traditional Media

My Customers

Old wayMy Brand

My Customers

New way

How would you like a TV station like this?


Targeted

Global

Two-way Shareable/Social

High definition (HD)

Local

Always on

Measurable


Targeted

Global

Two-way

Cost?

Shareable/Social

High definition (HD)

Local

Always on

Measurable

Medium Accessibility, Relevance?


Access Relevance MediaOpt-in, two-way

shareable, measurable

Friends 100% 95% Audio, Video N

Mobile Phone 90% 95% Audio, Text, Photo, Video Y

High speed web

65% 75% Audio, Text, Photo, Video Y

Slow web 35% 75% Text, Photo Y

TV, Radio, Print

75% 25% Audio, Video, Text, Photo N






High speed web



TV, Radio, Print







High speed web



TV, Radio, Print







High speed web



TV, Radio, Print







High speed web



TV, Radio, Print







High speed web



TV, Radio, Print


Social Mediums & Uses

Medium Style Uses Benefits Metrics

email 1-1, 1-ManyPublishing

DistributionTop of mind,

feedback, sharingReach, Clicks,

Forwards

Blogs 1-ManyPublishing

DistributionFeedback SEO

Increase reach, faster feedback

Subscriptions, Links, Search placement

Instant message 1-1 Customer serviceQuick, easy, low

barrier# of people helped

Video, Audio 1-ManyPublishing


Effective, sharable, portable, multi-

tasking

Reach, Feedback,Conversion

Social Networks Many-Many CollaborationStronger

community, Faster decision making

Reach, Activity, Achieve goals






Forwards










tasking










Forwards










tasking










Forwards










tasking










Forwards










tasking










Forwards










tasking






Why is Google successful?


Always asking:What do you want?



Always asking:What do you want?


Customer comes first.Word of Mobile ...word gets around!

Survey 2


What do you want?

Survey 2


What do you want?

Please circle the emoticons.

Survey 2


What do you want?

Please circle the emoticons.

Thank you.

Survey 2


NYPTA Challenges?


1. Ease of Use - Customer Experience

NYPTA Challenges?


1. Ease of Use - Customer Experience

2. Revenue - Sustainability

NYPTA Challenges?


Call - 511

Customer - Gets schedule, discount

NYPTA - ease of use, revenue increase

NYPTA Solution?

Ad supported phone service

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

People: Transit industry executives, Elected officials, trade partners, interested publicObjective: Educate on issues, keep up to date on action itemsStrategy: Publish frequent portable, shareable audio updatesTools: Audio webcast & podcastImplementation: In progressMetrics: Downloads, Subscribers, Comments on blog


Audio Playing

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







5. Implementation - Work the plan

6. Metrics - Measure, Report, Analyze results, Change


Where is social media solving business challenges?

Where is social media solving business challenges?

Market research

RelationshipManagement

WorkflowSales

Marketing

Customer service

ProductDevelopment

Learning

Outsourcing

AdvertisingRecruiting

Physical Footprint

David LevesqueLead Strategist - Word of Mobile.com


“Social Media” marketingdrives sustainable profits.