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Staying Green and Making TDM Socially Acceptable:
A Look at the New World of Social Media
ACT International ConferenceAugust 30, 2010
Penny Menton, Associate DirectorSirinya Tritipeskul, Social Media Analyst
UCLA Transportation
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Overview
•
About UCLA Transportation•
Background: Social Media
•
Social Media at UCLA Transportation•
On-going Results
•
Lessons Learned
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About UCLA Transportation
• Manage transportation and parking needs for 411-acre campus
• 25,269 parking spaces
• Award-winning sustainable transportation program
•
Serves students, staff, faculty, patients, and visitors and Westwood community
Old World/Previous Business As Usual
•
Units operated in parallel•
Department depended on traditional marketing strategies–
Print brochures–
In-person outreach–
Newspaper advertising–
Website was supplementary–
Heavily reliant on IT for online marketing initiatives
Example of paper brochure
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Old World/Previous Business As Usual
•
Units operated in parallel•
Department depended on traditional marketing strategies–
Print brochures–
In-person outreach–
Newspaper advertising–
Website was supplementary–
Heavily reliant on IT for online marketing initiatives
Example of paper brochure
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New World/Challenges to Business As Usual
•
Declining ROI on traditional marketing & advertising tactics
•
Information-seeking is evolving–
Emergence of mobile web & social media
•
Fiscal and resource constraints impact business
•
University mandate to go Paperless
•
Heightened expectations for sustainability and transparency
ROI on canvassing on Bruin Walk = not very high
Challenges Everywhere
•
Need for Holistic Approach•
Innovation, not just Execution
•
Relationship-driven, not Task-Driven•
Multitasking, an everyday requirement
•
Communication is the Key•
Social Media becomes the Norm–
NOT just a passing fad
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What is Social Media?
•
Media for social interaction & real-time acquisition of info
•
Ubiquitous with the Internet–
Blogs integrated into established news sources
Example:
LA Times uses its LA Now blog to push out hot news
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Why Social Media is Relevant to TDM
1.
Cost savings•
Twitter, Facebook, and blogging are free
2.
Falling ROI on traditional marketing & advertising techniques
3.
Being where our customers are – and they are loyal
•
just added its 500 millionth member•
100 m people log in daily•
Twitter: 106 million registered users•
71% American adult users log on daily•
Millennials
& the new workforce have life long sharing habits
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Social Feedback Cycle
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Connecting the Dots
•
Authenticity defines TDM and social media •
Making it relevant and fun
•
Tell the Story•
Focus on invention, not re-invention–
Engage
•
TDM + Social media are both about seeing the big picture
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TDM Marketing Strategy
Social Media
E-Marketing
Partnerships
Brochures
Print Advertising
In-personoutreach
TDM Marketing Strategy
NEW!!!
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Social Media Marketing Strategy
•
Derived from business objectives, such as–
Providing quality customer service
–
Selling high quality products and services–
Being responsive to customer concerns
•
Reallocated resources for print designer to staff person dedicated to social media–
Expertise in using social media to convey messages
–
Quick learner in using social media for marketing –
Familiar with the operation of a TDM shop
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Developed Goals For Social Media
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Reach more people•
Inform our customers
•
Sample
our services•
Pass along content to friends
•
Sell
our products and services•
Engage our customers to encourage their continued interest and affiliation
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Social Media Strategy
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Established Presence on Social Media Channels
Social Media is Not Just Limited to Marketing
•
Successful social media strategy connects marketing with operations
•
Sample model we are piloting to form these linkages
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Day-to-day Social Media Activities
•
Internal Brand Ambassador–
Track conversation about these topics• Commute to UCLA• UCLA Transportation• Parking at UCLA
•
Produce content for social media channels
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Google Alerts
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Google Reader
•
Track LA-based transportation blogs
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Answer Questions on 3rd
Party Sites
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Provide informative answers, redirect people to relevant pages on website
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Targeted sites–
Yahoo! Questions
–
College Confidential
–
Yelp
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•
Built departmental Fan Page in-house–
www.facebook.com/uclatransportation•
Quick Links-direct people back to website
•
Share relevant links from blogs, pictures, fun facts•
Next: Facebook page for UCLA Vanpool community
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•
Why Twitter?–
Build and maintain brand recognition
–
Personalizes brand–
Build customer affinity
–
Communicate with riders, who feel like they can talk to UCLA Transportation in Real Time• Opportunity to address community concerns
publicly–
But it must be frequently updated• Or it becomes stale and unappealing• Undermines positive effects of social media
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Be A Green Commuter Blog
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Built on Word Press CMS platform•
Blog entries on topics related to green commuting–
Provide tips, report on programmatic change, share stories•
Promote via traditional and online methods•
Track popularity of posts via Wassup and Google Analytics•
Multiple authors, primarily staff members
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Ridematching 2.0
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A client of Zimride–
Approx. 4,000 users
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Example of using media to promote a TDM option
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Originally started with Facebook app
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Why?–
Leverage Facebook status updates to pique interest
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Long-Term Social Media Projects
•
YouTube videos–
Bike-U-Mentary•
Minimal budget–
Rental equipment–
Cinematographer•
Impact–
Video views 3,800+–
Boost to blog–
Dedicated reviews on many blogs
–
Built relationship with bike advocates on campus
•
Podcasting•
Location-Based Services•
Upcoming blog promotion–
“What Moves Me”
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Results: Cost Savings
•
Reductions in paper-based marketing/advertising–
Saved $27,500 in FY08-09
•
Drive productivity–
Reallocate FTE to social media content producer
•
Enhance customer service•
Users–
Facebook: 200+–
Twitter (@uclacommute): 163–
Blog: 267 posts and 436 comments
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Lessons Learned
1.
Strategize, strategize, strategize2.
Reprioritize and reorganize resources
3.
Find your own advocates on staff4.
Pilot: Baby Steps
5.
Be willing to make mistakes and try again
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Find Us Online! (1 of 2)
•
Blog: www.beagreencommuter.com–
One of LA’s top 10 transportation blogs
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Find Us Online! (2 of 2)
•
Web: www.transportation.ucla.edu•
Twitter:–
@uclacommute & @uclabruinbus
•
Facebook–
UCLATransportation
•
Yelp–
UCLA Vanpool
–
UCLA Parking–
UCLA Bruin Bus
•
FourSquare (GPS Location-Based Game)
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Contact Information
Penny Menton, Associate DirectorPhone: [email protected]: @pmenton
Sirinya Tritipeskul, Social Media AnalystPhone: [email protected]: @sirinya47sirinya.tritipeskul.com
