樸蓮的黃白電子商務(wù)市場ASocialMedia

ASocialMediaStrategyforTDMHowSmartCommutehasintegratedsocialmediatoolsintooutreachandcampaignsShoutOuts@pazpeter @kephsenett@aaronofgaul @smartcommutecy@kklyeungASocialMediaStrategyforTDMProfileWhatisSocialMedia?WhyuseSocialMedia?Pools,PipelinesandPeopleIdentityandPromotionChallengesOurNextSteps@ryan_lanyonNovember24,2010ProfileWhatisSocialMedia?WikipediaWhatisSocialMedia?Wikipedia“Mediaforsocialinteraction.”WhatisSocialMedia?Wikipedia“Mediaforsocialinteraction.”“Consumer-generatedmedia.”“Blendingoftechnologyandsocialinteractionfortheco-creationofvalue.”WhatisSocialMedia?Wikipedia“Mediaforsocialinteraction.”“Consumer-generatedmedia.”“Blendingoftechnologyandsocialinteractionfortheco-creationofvalue.”KaplanandHaenlein“AgroupofInternet-basedapplicationsthatbuildontheideologicalandtechnologicalfoundationsofWeb2.0,whichallowsthecreationandexchangeofuser-generatedcontent.”WhatisSocialMedia?Internet-basedcommunicationschannelsthatenableinstant,frequenttwo-waymessagingandestablishcommunitiesaroundcommonprinciplesandideas.FacebookTwitterYouTubeLinkedInFlickr,etc.WhatisSocialMedia?TraditionalMediaPrint,radio,billboards,televisionExpensiveLongleadtime,fixedBudgetdeterminesreach“Push”messagingtoaudience(one-way)CompletecontrolovermessagingSocialMediaFacebook,YouTube,LinkedIn,Twitter,blogsInexpensive(oftenfree)Immediate,dynamicPopularityofmessagedeterminesreachTwo-waycommunicationwithtargetaudienceUnmediated/lesscontrolWhatisSocialMedia?TraditionalMediaForlarger,distinctcampaignsTodisseminateon-siteinformation(i.e.postersforB2WD)Targetedaudience(i.e.adsincommutersmagazines)Targetolderaudience(35-55years).SocialMediaFrequently,regularly,tokeepengagedwithrelatedissuesandtopicsToreportlivefromevents/initiativesTocreatebuzzTargetyoungeraudience(students,youngprofessionals)FilteraudiencesandtargetmessengingWhyuseSocialMedia?FreeandeasytouseInstantcommunicationandfeedbackDynamicwebsitecontentEliminatesprogrammingwebsiteupdatesTargettedmessagingYoungeraudienceBuildcommunityandloyaltyCreatechampionsandinformopinionleadersWhyuseSocialMedia?723438WhyuseSocialMedia?+5minutes350People$0WhyuseSocialMedia?CarpoolZoneUsersbyAgeSampleofSmartCommuteaudiencedemographicsSource:CarpoolZone,July2010WhyuseSocialMedia?SocialmediacanreachyoungeraudiencesForexample,asofJuly2010,afull57%ofFacebookusersfallintothe18-34demographic.Source:FacebakersonMashable,July2010WhyuseSocialMedia?Peoplearetalkingaboutyouortheissuesyoucareabout.#sms2010ACTCanadaSustainableMobilitySummit2010Pools,PipelinesandPeoplePools(Content)PhotosVideosBlogsPresentationsEventsPools,PipelinesandPeoplePipeline(Communication)TweetsNewsandupdatesDiscussionCommentsPoolsvs.Pipelines+websitesPools––WordPressPipeline––WordPress,TwitterPipeline––TwitterPool–flickrPipeline––flickrPipelines––SlideShare,YouTubePools,PipelinesandPeoplePeople(Community)DiscussionDialogueCommentsCollaborationPipeline––LinkedInPeople––LinkedInPeople––LinkedInAlloftheAbove–CoveritLiveAlloftheAbove–CoveritLiveIdentityandPromotionEstablishyouridentityBeconsistent.Setstandards–avatar!Relatetoyourprogram.Bevisible.Speakinaconsistentvoice.Createapersonality.Positionyouselfasasubjectmatterexpertandgo-toresourceinyourcommunity.IdentityandPromotionContentGuidelinesandProtocolsChoosetheappropriateaccountFacebook=PageLinkedIn=GroupTwitter=AccountDon’’tspam–makeeachpostrelevant.Choosecarefullywhenrepostingcontentfromothers.Don’’trepeateverythingonyourprogramandpersonalaccounts;thesamepeoplemayfollowboth.IdentityandPromotionPromotionReachouttoothers;searchforthosealreadyinterested.Integrateintoyourmarketingmaterials.Experimentandhavefun!IdentityandPromotionChallengesTechnologyKeepingontopofdevelopmentsBuildingCommunityHavingastrongpresenceGeneratingtwo-waycommunicationanddiscussionMonitoringArewebeingeffective?Whatarethemostusefulmetrics?ChallengesMonitoring–SuggestedKPITwitter=#offollowers,#oftweetsaboutyou,#oftimesyourtweetshavebeenretweetedFacebook=#of‘‘Likes’,#ofshares,#ofpositiveandnegativecomments(FacebookprovidesitsownKPI)LinkedIn=#ofusersinyourgroup,#ofcommentsYouTube=#ofshares,#ofpositiveandnegativecommentsOther=Mentionsinblogs,comments,forums,newsoutlets,photosandvideosOurNextStepsiPhoneandAndroidappBetatesting––findthesmallicononourwebsiteContentDevelopmentRegularscheduleofpublishingSmartCommuteHandbook–staffwikiWebsitecontent––publicwiki?PromotionandCommunity-buildingMonitoringandMetricsSearchingtoolstoassistFollowus!9、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中黃葉樹樹，燈下白頭頭人。。01:29:3201:29:3201:291/6/20231:29:32AM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。1月-2301:29:3201:29Jan-2306-Jan-2312、故人江海海別，幾度度隔山川。。。01:29:3201:29:3201:29Friday,January6,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2301:29:3301:29:33January6,202314、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。06一月月20231:29:33上上午01:29:331月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。一月231:29上上午午1月-2301:29January6,202316、行動出成果果，工作出財財富。。2023/1/61:29:3301:29:3306January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。1:29:33上上午午1:29上上午午01:29:331月月-239、沒有失敗，，只有暫時停停止成功！。。1月-231月-23Friday,January6,202310、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。01:29:3301:29:3301:291/6/20231:29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