朴莲的黄白电子商务ppt市场分析ASocialMedia

ASocialMediaStrategyforTDMHowSmartCommutehasintegratedsocialmediatoolsintooutreachandcampaignsShoutOuts@pazpeter@kephsenett@aaronofgaul@smartcommutecy@kklyeungASocialMediaStrategyforTDMProfileWhatisSocialMedia?WhyuseSocialMedia?Pools,PipelinesandPeopleIdentityandPromotionChallengesOurNextSteps@ryan_lanyonNovember24,2010ProfileSmartCommuteGreaterToronto+HamiltonMetrolinx+11TMAs150+employers350,000+commutersCarpoolZone@smartcommuteSocialmedia–oneyearWhatisSocialMedia?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.FacebookTwitterYouTubeLinkedInFlickr,etc.WhatisSocialMedia?TraditionalMediaPrint,radio,billboards,televisionExpensiveLongleadtime,fixedBudgetdeterminesreach“Push”messagingtoaudience(one-way)CompletecontrolovermessagingSocialMediaFacebook,YouTube,LinkedIn,Twitter,blogsInexpensive(oftenfree)Immediate,dynamicPopularityofmessagedeterminesreachTwo-waycommunicationwithtargetaudienceUnmediated/lesscontrolWhatisSocialMedia?TraditionalMediaForlarger,distinctcampaignsTodisseminateon-siteinformation(i.e.postersforB2WD)Targetedaudience(i.e.adsincommutersmagazines)Targetolderaudience(35-55years).SocialMediaFrequently,regularly,tokeepengagedwithrelatedissuesandtopicsToreportlivefromevents/initiativesTocreatebuzzTargetyoungeraudience(students,youngprofessionals)FilteraudiencesandtargetmessengingWhyuseSocialMedia?FreeandeasytouseInstantcommunicationandfeedbackDynamicwebsitecontentEliminatesprogrammingwebsiteupdatesTargettedmessagingYoungeraudienceBuildcommunityandloyaltyCreatechampionsandinformopinionleadersWhyuseSocialMedia?723438WhyuseSocialMedia?+5minutes350People$0WhyuseSocialMedia?CarpoolZoneUsersbyAgeSampleofSmartCommuteaudiencedemographicsSource:CarpoolZone,July2010WhyuseSocialMedia?SocialmediacanreachyoungeraudiencesForexample,asofJuly2010,afull57%ofFacebookusersfallintothe18-34demographic.Source:FacebakersonMashable,July2010WhyuseSocialMedia?Peoplearetalkingaboutyouortheissuesyoucareabout.#sms2010ACTCanadaSustainableMobilitySummit2010Pools,PipelinesandPeoplePools(Content)PhotosVideosBlogsPresentationsEventsPools,PipelinesandPeoplePipeline(Communication)TweetsNewsandupdatesDiscussionCommentsPoolsvs.Pipelines+websitesPools–WordPressPipeline–WordPress,TwitterPipeline–TwitterPool–flickrPipeline–flickrPipelines–SlideShare,YouTubePools,PipelinesandPeoplePeople(Community)DiscussionDialogueCommentsCollaborationPipeline–LinkedInPeople–LinkedInPeople–LinkedInAlloftheAbove–CoveritLiveAlloftheAbove–CoveritLiveIdentityandPromotionEstablishyouridentityBeconsistent.Setstandards–avatar!Relatetoyourprogram.Bevisible.Speakinaconsistentvoice.Createapersonality.Positionyouselfasasubjectmatterexpertandgo-toresourceinyourcommunity.IdentityandPromotionContentGuidelinesandProtocolsChoosetheappropriateaccount–Facebook=Page–LinkedIn=Group–Twitter=AccountDon’tspam–makeeachpostrelevant.–Choosecarefullywhenrepostingcontentfromothers.–Don’trepeateverythingonyourprogramandpersonalaccounts;thesamepeoplemayfollowboth.IdentityandPromotionPromotionReachouttoothers;searchforthosealreadyinterested.Integrateintoyourmarketingmaterials.Experimentandhavefun!IdentityandPromotionChallengesTechnologyKeepingontopofdevelopmentsBuildingCommunityHavingastrongpresenceGeneratingtwo-waycommunicationanddiscussionMonitoringArewebeingeffective?Whatarethemostusefulmetrics?Monitoring–SuggestedKPITwitter=#offollowers,#oftweetsaboutyou,#oftimesyourtweetshavebeenretweetedFacebook=#of‘Likes’,#ofshares,#ofpositiveandnegativecomments(FacebookprovidesitsownKPI)LinkedIn=#ofusersinyourgroup,#ofcommentsYouTube=#ofshares,#ofpositiveandnegativecommentsOther=Mentionsinblogs,comments,forums,newsoutlets,photosandvideosOurNextStepsiPhoneandAndroidappBetatesting–findthesmallicononourwebsiteContentDevelopmentRegularscheduleofpublishingSmartCommuteHandbook–staffwikiWebsitecontent–publicwiki?PromotionandCommunity-buildingMonitoringandMetricsSearchingtoolstoassistFollowus!