2012 National LTAP Conference – Grapevine, TX Why Social Media for LTAP? Benjamín Colucci Puerto Rico LTAP Roundtable Session July 30, 2012

2012 National LTAP Conference – Grapevine, TX

Introduction Social Media is becoming a main avenue of communication in the online world. Americans spend nearly one quarter of their online time using social media. 4 out of 5 internet users visit a social networking site on a monthly basis.

2012 National LTAP Conference – Grapevine, TX Social Media Platforms U.S. Government Social networking Blogs and microblogs Social Bookmarking News sharing Multimedia sharing

2012 National LTAP Conference – Grapevine, TX Benefits of Social Media Establish Relationships Increase Awareness Blend technology and social interaction Allow multiple participants Facilitate communication Reach global and targeted audience No cost No special training

2012 National LTAP Conference – Grapevine, TX Today in Transportation History: July 30, 1962 The first segment of the Trans-Canada Highway was officially opened with a ceremony at the town of Golden in southeastern British Columbia. A dedication at the other end of the newly opened section of the highway took place that same Monday about 93 miles west of Golden at Rogers Pass, which is part of the Selkirk Mountains and likewise in British Columbia. American Association of State Highway and Transportation Officials (AASHTO) – Facebook PageAmerican Association of State Highway and Transportation Officials (AASHTO)

2012 National LTAP Conference – Grapevine, TX First Lady Michelle Obama is picked up by U.S. Olympic wrestler Elena Pirozhkova First Lady Michelle Obama is picked up by U.S. Olympic wrestler Elena Pirozhkova during a greet with Team USA Olympic athletes competing in the 2012 Summer Olympic Games, at the U.S. Olympic Training Facility at the University of East London in London, England, July 27, The White House Facebook page (Official White House Photo by Sonya N. Hebert)

2012 National LTAP Conference – Grapevine, TX

#1) Focus on Social Communication DO focus on social communication as equally as you focus on social content. Facebook and Twitter are more communication engines than content engines. Don't make social media just a platform to promote your product. Let your customers promote the product and use social media to promote your customers.

2012 National LTAP Conference – Grapevine, TX #2) Listen and Engage Do listen and engage with your audience everyday. They want you to talk with them but not at them. Don't avoid customer complaints or gripes. One or two unanswered negative comments can leave a huge impression on your prospective customers, not just the person who's posting that comment.

2012 National LTAP Conference – Grapevine, TX #3) Build Equity and Social Relationships Do build equity in your social channels. The long-term ROI on a social customer can be 10 times higher than a non-social customer. Don't assume that just because a consumer "likes your brand" that they're a social customer. You have to continue to build that relationship and turn that "Like" into Love.

2012 National LTAP Conference – Grapevine, TX

Who uses social media? BeforeAfter

2012 National LTAP Conference – Grapevine, TX Who uses social media? (cont.)

2012 National LTAP Conference – Grapevine, TX Who uses social media? (cont.)

2012 National LTAP Conference – Grapevine, TX Who uses social media? (cont.)

2012 National LTAP Conference – Grapevine, TX 2011 Fortune Global 100 Social Media Study 84% of the largest 100 companies in the Fortune Global 500 index use at least one of the following platforms: Facebook, Twitter, YouTube, and corporate blogs.

2012 National LTAP Conference – Grapevine, TX What is the future of social media in the LTAP Community? Facebook formed in February 2004 YouTube formed in February 2005 Twitter formed in July 2006 Analyst believe social media shows no signs of slowing. Facebook predictions are to have 1 billion users by the end of 2012.

2012 National LTAP Conference – Grapevine, TX THE FUTURE???