1. A Social Media Strategy for TDM
How Smart Commute has integrated social media tools
into outreach and campaigns

2. Shout Outs
@pazpeter @kephsenett
@aaronofgaul @smartcommutecy
@kklyeung

3. A Social Media Strategy for TDM
 Profile
 What is Social Media?
 Why use Social Media?
 Pools, Pipelines and People
 Identity and Promotion
 Challenges
 Our Next Steps
@ryan_lanyon
November 24, 2010

4. Profile
 Smart Commute
 Greater Toronto + Hamilton
 Metrolinx + 11 TMAs
 150+ employers
 350,000+ commuters
 Carpool Zone
 www.smartcommute.ca
 @smartcommute
 Social media – one year

5. What is Social Media?
 Wikipedia

6. What is Social Media?
 Wikipedia
 “Media for social interaction.”

7. What is Social Media?
 Wikipedia
 “Media for social interaction.”
 “Consumer-generated media.”
 “Blending of technology and social interaction for the
co-creation of value.”

8. What is Social Media?
 Wikipedia
 “Media for social interaction.”
 “Consumer-generated media.”
 “Blending of technology and social interaction for the
co-creation of value.”
 Kaplan and Haenlein
 “A group of Internet-based applications that build on
the ideological and technological foundations of Web
2.0, which allows the creation and exchange of user-
generated content.”

9. What is Social Media?
 Internet-based communications channels that
enable instant, frequent two-way messaging and
establish communities around common
principles and ideas.
 Facebook
 Twitter
 YouTube
 LinkedIn
 Flickr, etc.

10. What is Social Media?
 Traditional Media
 Print, radio, billboards,
television
 Expensive
 Long lead time, fixed
 Budget determines reach
 “Push” messaging to
audience (one-way)
 Complete control over
messaging
 Social Media
 Facebook, YouTube,
LinkedIn, Twitter, blogs
 Inexpensive (often free)
 Immediate, dynamic
 Popularity of message
determines reach
 Two-way communication
with target audience
 Unmediated/less control

11. What is Social Media?
 Traditional Media
 For larger, distinct
campaigns
 To disseminate on-site
information (i.e. posters for
B2WD)
 Targeted audience (i.e. ads
in commuters magazines)
 Target older audience (35-
55 years).
 Social Media
 Frequently, regularly, to
keep engaged with related
issues and topics
 To report live from
events/initiatives
 To create buzz
 Target younger audience
(students, young
professionals)
 Filter audiences and target
messenging

12. Why use Social Media?
 Free and easy to use
 Instant communication and feedback
 Dynamic website content
 Eliminates programming website updates
 Targetted messaging
 Younger audience
 Build community and loyalty
 Create champions and inform opinion leaders

13. Why use Social Media?
72
34
38

14. Why use Social Media?
+
5 minutes
350 People
$0

15. Why use Social Media?
 Carpool Zone Users by Age
 Sample of Smart Commute audience demographics
Source: Carpool Zone, July 2010

16. Why use Social Media?
 Social media can reach younger audiences
 For example, as of July 2010, a full 57% of Facebook users
fall into the 18-34 demographic.
Source: Facebakers on Mashable, July 2010

17. Why use Social Media?
People are
talking about
you or the
issues you care
about.
#sms2010
ACT Canada
Sustainable
Mobility Summit
2010

18. Pools, Pipelines and People
 Pools (Content)
 Photos
 Videos
 Blogs
 Presentations
 Events

19. Pools, Pipelines and People
 Pipeline (Communication)
 Tweets
 News and updates
 Discussion
 Comments

20. Pools vs. Pipelines
+websites

21. Pools – WordPress

22. Pipeline – WordPress, Twitter

23. Pipeline – Twitter

24. Pool – flickr

25. Pipeline – flickr

26. Pipelines – SlideShare, YouTube

27. Pools, Pipelines and People
 People (Community)
 Discussion
 Dialogue
 Comments
 Collaboration

28. Pipeline – LinkedIn

29. People – LinkedIn

30. People – LinkedIn

31. All of the Above – CoveritLive

32. All of the Above – CoveritLive

33. Identity and Promotion
 Establish your identity
 Be consistent.
 Set standards – avatar!
 Relate to your program.
 Be visible.
 Speak in a consistent voice.
 Create a personality.
 Position youself as a subject matter expert and go-to
resource in your community.

34. Identity and Promotion
 Content Guidelines and Protocols
 Choose the appropriate account
– Facebook = Page
– LinkedIn = Group
– Twitter = Account
 Don’t spam – make each post relevant.
– Choose carefully when reposting content from others.
– Don’t repeat everything on your program and personal
accounts; the same people may follow both.

35. Identity and Promotion
 Promotion
 Reach out to others; search for those already
interested.
 Integrate into your marketing materials.
 Experiment and have fun!

36. Identity and Promotion

37. Challenges
 Technology
 Keeping on top of developments
 Building Community
 Having a strong presence
 Generating two-way communication and discussion
 Monitoring
 Are we being effective?
 What are the most useful metrics?
 http://wiki.kenburbary.com

38. Challenges
 Monitoring – Suggested KPI
 Twitter = # of followers, # of tweets about you,
# of times your tweets have been retweeted
 Facebook = # of ‘Likes’, # of shares, # of positive and
negative comments (Facebook provides its own KPI)
 LinkedIn = # of users in your group, # of comments
 YouTube = # of shares, # of positive and negative
comments
 Other = Mentions in blogs, comments, forums, news
outlets, photos and videos

39. Our Next Steps
 iPhone and Android app
 Beta testing – find the small icon on our website
 Content Development
 Regular schedule of publishing
 Smart Commute Handbook – staff wiki
 Website content – public wiki?
 Promotion and Community-building
 Monitoring and Metrics
 Searching tools to assist

40. Follow us!
@smartcommute
Ryan Lanyon
Manager, Smart Commute
Metrolinx
ryan.lanyon@metrolinx.com