朴莲的黄白电子商务市场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、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Friday,January6,202310、雨中黄叶树树，灯下白头头人。。01:29:3201:29:3201:291/6/20231:29:32AM11、以我独独沈久，，愧君相相见频。。。1月-2301:29:3201:29Jan-2306-Jan-2312、故人江海海别，几度度隔山川。。。01:29:3201:29:3201:29Friday,January6,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2301:29:3301:29:33January6,202314、他乡生白白发，旧国国见青山。。。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、行动出成果果，工作出财财富。。2023/1/61:29:3301:29:3306January202317、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。1:29:33上上午午1:29上上午午01:29:331月月-239、没有失败，，只有暂时停停止成功！。。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结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。01:29:3301:29:3301:291/6/20231:29:33AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。1月-2301:29: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