Embed Size (px)
DESCRIPTION
Presentation by Rick L'Amie of Moxie Marketing to the SWTA 2010 Transit Marketing Workshop.
Citation preview
Online Marketing & Social MediaAre These Tools Effective For Your Transit Agency?
Transit Marketing Workshop, Sept. 20, 2010
90 Trillion The number of emails sent on the Internet in 2009.
Source: Jess3
500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized
10 Billion+ Tweets Sent on Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable
2 Billion Videos Are Streamed Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch
What Is Social Media Marketing?
“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
Image credit: Ian Sane
“Social Media is Like a Cocktail Party: Listen Then Respond”
Photo Credit: The Dana Files
Social media hierarchy
Micro
Social Networks
Social Bookmarking
Social Search
RSS Feeds
Blogging
Copyright: Duct Tape Marketing
Pillars of a Social Media System
• Create a social media strategy • Optimize brand assets • Create content as lead generation• Engage in Social networks and networking • Manage the beast
Copyright: Duct Tape Marketing
Customer experienceBrand mentionsCompetitionAccuracyMedia stalkingContent
A listening station
Copyright: Duct Tape Marketing
A listening station
Google AlertsGoogle ReaderSearch.twitterBoardtracker.comBacktype.com
Copyright: Duct Tape Marketing
Content as Lead Generation:“Company Blogs are Digital Publications
that Allow Public Responses”
Photo Credit kevindooley
Blogging and B2C and B2B Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
# Blog Articles By Leads Generated
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Optimizing Brand Assets“Links are the Currency of
Social Media”
Optimizing brand assets
• Fix your digitalassets
• Claim your digitalreal estate
Optimizing brand assets
• Images, audio,video
• Social profiles• Local search• Social search• Online PR
Social network profiles
Local search profiles• Google Maps
Place page• Yahoo Local• Bing• google.com/lbc
Social search profiles
• Yelp!• CitySearch• Insider Pages
Hampton Roads Transit Success Story
An additional, unexpected benefit for HRT has been a PR boon that Sullivan calls "the Google effect." He explains, "Public transit in the area is not always well regarded, so we got a positive public image from associating with Google."
Asset optimization
Content as lead generation
• Being found vs. hunting• An optimized online presence• Merge content with engagement
Blog Basics
• Configure WordPress.orgWordPress.org vs. WordPress.com
• Premium or custom theme (design)• Post and comments• RSS feed - subscribe
RSS Reader
Example WP Business Theme
Best practices
• Read, follow, and listen• Write what people search• Feed the spiders often• Engage your comment community• Amplify your message
Integrate and amplify
• Weekly digest email• Email subscribe to blog• Social media profiles• Strategic network• Guest post• Surveys for content• Publish to twitter, LinkedIn, FB
Sample blogs
Social networks and networking• twitter
Search leads, discover, customer service
• FaGroups, Fan Pages
• LinkedInGroups, staff, questions
• MeeNetworking meetings
Twitter basic stuff
• Tweet
• Handle
• Follow
• Replies
• Retweet
• DM
• Avatar
• Hashtag
Why use it?Strategy – 1-to-1 or 1-to-many
• Customer service
• Reputation management
• Event promotion/extension
• Product/service promo
• Network and partner
Who do I follow?Strategy – less is or more is
• Twellow.com
• Mr tweet
• Twubble
• Just Tweet It
• search.twitter
What do I say?Strategy – it depends
• @replies
• Engage in conversations
• Questions
• RT
• Bookmarks
• Blog posts – twittertools
Twitter best practices
• Think objectives• Follow (twellow.com)• Tweet mixed, but give and RT - repurpose• Use search and aggregate• Use 3rd party tool – www.oneforty.com• Don’t hang out all day
Twitter Pages
Some basic Facebook stuff
• Profile
• Fan Page
• Groups
• Ads
Fan/Business page
Facebook best practices
• Build fan page• Promote with special modules and
content• Repurpose content• Be consistent• Buy ads to promote content
LinkedIn profile page
LinkedIn best practices
• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads - Profile• Recommend• Questions and Answers
Managing the Beast
• Getting Things Done• A system and process• Dashboards• Amplify• Integrate
System and process
• Routine• Daily• Weekly• Monthly• Update
Dashboards
• Netvibes• iGoogle• Yahoo Pipes• Friend Feed• ACT! 2010
Dashboards
Gist
Integrate !!!
Golden Trio• Blog
• Facebook OR?
• Blog
Now What?
Now What?Your Questions
Resources
• Free eBook: Social Media for Small Business Ebookbit.ly/smebook
• Free weekly social media tips to your inbox
Resources
• Social Media Pro Group Online Workshop Series Session include:– Creating a Social Media Strategy
– Optimizing Brand Assets
– Blogging for Business
– Managing the Beast
• Taught online and via webinar coaching sessions with your peers.
Resources
• Social Media Pro Group Online Workshop Series starts Oct 26.
– bit.ly/swta_social_media
– SWTA Nation Special Pricing
– Register by Oct. 1 to save $100
• Special price: $395
– After Oct. 1
• $445 (saves $50)
Contact
Rick L’Amie
www.getmoxiemarketing.comTwitter: @moxiemarketing
Blog: www.marketingwithmoxie.comEmail: [email protected]
512.814.MOXIE (6694)
Thank you!
