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Transportation Disadvantaged Conference: “Capitalizing on Social Media” August 1, 2012

Transportation Disadvantaged Conference: “Capitalizing on Social Media” August 1, 2012. AGENDA Social Media & the “Big Picture” The Social Sphere Execution Facebook, Twitter & FourSquare ROI / Measurement. The BIG Picture. The BIG Picture. The BIG Picture.

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Transportation Disadvantaged Conference: “Capitalizing on Social Media” August 1, 2012

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  1. Transportation Disadvantaged Conference: “Capitalizing on Social Media” August 1, 2012

  2. AGENDA • Social Media & the “Big Picture” • The Social Sphere • Execution • Facebook, Twitter & FourSquare • ROI / Measurement

  3. The BIG Picture

  4. The BIG Picture

  5. The BIG Picture • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions What are your goals? • Create community advocates • Move people to action (when needed) • Position as expert • Enhance relationships • Educate

  6. The BIG Picture • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions How does social media help you capitalize? • Connect with people where THEY want • More personalized conversations • Flexibility • Live-time

  7. The BIG Picture • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions • Possible Target Audiences: • Influencers (caregivers, children of seniors) • Elected officials • Media partners • Business & Organizational partners • End Users / Consumers

  8. The Social Sphere • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions Social Networking Think: Facebook, LinkedIn, Google+ Micro-Blogging Think: Twitter, Jaiku, Tumblr Publishing Think: Blogspot, Wordpress, Wiki Photo Sharing Think: Pinterest, Flickr, Photobucket, Shutterfly Video Sharing Think: YouTube, Vimeo Misc. Think: FourSquare, Skype, Digg

  9. Basic Tools for Organizations • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions Photo Sharing Video Sharing Location Based Social Network Micro-Blogging Publishing

  10. Facebook (9.8M users in FL)

  11. Facebook: The Nitty Gritty • Engage with fans • Educate & disseminate facts • Customize apps / pages • Conduct contests or promotions

  12. Just wanted to say thanks for giving my mom the gift of mobility.

  13. www.Facebook.com/FloridaCTD

  14. Twitter: The Nitty Gritty • Over 100 million users in U.S. • 175 million tweets sent daily • 51% follow companies or brands

  15. Twitter: The Nitty Gritty • Information Center: Disseminate facts/data

  16. Twitter: The Nitty Gritty Community Relations: Monitor and respond

  17. Twitter Monitoring: www.Search.Twitter.com

  18. FourSquare • Experienced 4,000% growth since 2010 • 20 million + active users • Over 2 Billion check-ins worldwide

  19. FourSquare: The Nitty Gritty • Location-based “check-ins” • Users participate via mobile phones • Can connect with loyal users • Offer incentives to top patrons

  20. ROI / Monitoring

  21. Monitoring: Facebook Insight: Number of fans. Page views. Interactions. Twitter: Number of followers. Re-tweets. Interactions. Blogs: Google analytics. Web traffic. Comments. Pinterest: Photo views. Comments. Number of Pins. YouTube: Video views. Comments. Subscriptions to channel. FourSquare: Number of “check-ins.”

  22. Monitoring: • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions • Key factors for measurement • Fan demographic data • Interactions (number of link clicks, views, etc.) • Highest performing tabs • Social media impressions

  23. Monitoring: Fan Demographics

  24. Monitoring: Impressions

  25. Monitoring: Highest Performing Tabs

  26. Bringing it back to….the BIG picture

  27. What are your goals? • Fan demographic data • Interactions (number of link clicks, tab views, etc) • Highest performing tabs / data • Social media impressions • Earned media impressions • Create community advocates • Move people to action (when needed) • Position as expert • Enhance relationships • Educate

  28. Are you ready to engage? #CTDconf12

  29. Questions? Kelly Robertson, APR krobertson@BowStern.com www.BowStern.com

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