Getting There Green Day - Social Media Marketing Strategy Presentation

1. Social Media
Marketing Strategy
Getting there Green
Day
Mark 9049
Heather Miller
April 14, 2015

2.  Getting there Green Day is an initiative to encourage
commuters in the Greater Toronto area to get to work or
school by a greener means on the first day of spring. This
plan is for 2016.
 The long term plan is to take its success and go national.
 The purpose of the day is to allow commuters the chance
to “test drive” a greener commute to encourage them to
incorporate it into future commuting activity.
 This is a grass roots initiative and is under the startup
business Green Passport, that has currently very low
following, mostly of people already doing a green
commute (i.e.. low hanging fruit). Facebook 289 likes, and
Twitter 87 followers.
Discover

3.  Vision: The online brand is an eco brand, similar to Earth
Hour. Education and engagement are the focal points.
 To increase engagement, link with partner organizations,
and to make this a national initiative within 5 years.
 Landscape is full of green organizations– closest
organization is Smart Commute, which ideally would be a
partner with Getting There Green Day, rather than
“reinventing the wheel”.
 Business Case – funding would be from partner
organizations, cities, transit companies etc. These are
organizations concerned with health and economic
benefits of greener commutes.
 Will operate as a not-for-profit with skeleton staff.
 Social media engagement and number of people signing
up will be used as metrics.

4. Plan
Objectives – To help people use alternatives to
relying on car as main mode of transportation
Strategic Plan – Use varied social media and
engaging content, original and curated to get sign
ups on Getting There Green Day website.
Demographics:
 All genders
 Age responsible for own transportation to
retirement
 two categories – students and workers
 Income – all
 Urban/suburban, in GTA/Hamilton

5. Which Social Media
 LinkedIn Group – workers
 Facebook community – workers
 Twitter - workers, students
 I Instagram challenge Students
 Core Message: Similar to Meatless
Mondays or Earth Hour, getting people to
alter their behaviour temporarily as a trial
and awareness.

7. ACT
Organization
 A calendar to organize work schedule
 Hootsuite to schedule social media
 Weekly/ Monthly metrics to track and target
Best Practices
 Remember content is king
 Curate great content – similar messages from:
Smart Commute (primarily aimed at businesses)
Cycle Toronto
Spacing Magazine
Toronto Cycling Committee
Queen of Green
Sustainable cities collective
Meatless Monday
 -Consistency,
 -Lots of pics and videos

8. Tools
 Content planning calendar (work time)
 Hootsuite (for scheduling)
 Canva (for visuals)
 Google Alerts (to get content)
 Google Analytics
 Facebook Edgerank

9. Optimize
Performance Management – all about Metrics:
 Reach – growth rate over different social media
 Engagement – which posts garner most engagement
 Visitor Frequency rate – which social media sends them to the site
 Conversion - who signs up for the Getting there Green Day
Challenge
Benchmark:
 Compare engagement against organizations with similar message
 Spacing Magazine – Facebook 6,729 likes & .0034 engagement
 Twitter – 31,200 followers
 Smart Commute, Facebook -500 Likes = .0034 engagement, Twitter
- 2152 followers
Continuous Improvement
 Measure, tweak, repeat