Social media: strategy for engagement Stephen Franklin   , Metlink Communications Adviser
Metlink <ul><li>The face of public transport in Melbourne and regional Victoria </li></ul><ul><li>Owned by public transpor...
Getting to know our customers <ul><li>Research helps us get to know our customers </li></ul><ul><li>Many different people ...
Communicating with our customers <ul><li>Printed collateral </li></ul><ul><li>Website </li></ul><ul><li>Mobile phone appli...
Research – accessing information <ul><li>Always looking to improve how we communicate with our customers </li></ul><ul><li...
Research - technology <ul><li>Passengers want information on the go – how do we get it to them? </li></ul><ul><ul><li>Publ...
Research - technology <ul><li>Nearly all public transport users have a mobile phone – 96 per cent </li></ul><ul><li>Social...
Communicating through apps <ul><li>Want more people using public transport more often </li></ul><ul><li>Deliver customer i...
Communicating through apps <ul><li>In 2010 the app was downloaded by more than 214,000 customers </li></ul><ul><li>Around ...
Communicating through apps <ul><li>Following success of the iPhone app Metlink embraced technology as a way of communicati...
Communicating through apps <ul><li>Developing a new and improved iPhone app </li></ul><ul><li>Developing apps for other mo...
Social media <ul><li>Term ‘social media’ created ‘nervousness’ </li></ul><ul><li>Real-time feedback about public transport...
Social media <ul><li>Developed a strategy that would warm the organisation up </li></ul><ul><li>Not right for every audien...
Social media <ul><li>Metlink is taking baby steps </li></ul><ul><li>Social media used as part of integrated communications...
Social media <ul><li>Facebook </li></ul><ul><li>NightRider – Melbourne’s late night bus service </li></ul><ul><ul><li>18-3...
Market Intelligence Review - 5 November 2008
Summary <ul><li>Understand your customers and how they access information </li></ul><ul><li>For Metlink, digital and socia...
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Stephen Franklin

  1. 1. Social media: strategy for engagement Stephen Franklin , Metlink Communications Adviser
  2. 2. Metlink <ul><li>The face of public transport in Melbourne and regional Victoria </li></ul><ul><li>Owned by public transport operators – Metro Trains and Yarra Trams </li></ul><ul><li>Do not provide public transport services but we are the main point of contact for customers </li></ul><ul><li>One-stop-shop for information about services, fares and ticketing </li></ul><ul><li>Marketing and communications activities that promote our network of trains, trams and buses </li></ul>
  3. 3. Getting to know our customers <ul><li>Research helps us get to know our customers </li></ul><ul><li>Many different people use public transport </li></ul><ul><li>1.7 million trips are made every weekday </li></ul><ul><li>Important that we provide information in different formats – traditional to new media </li></ul><ul><li>Find out the most current information about passenger behaviour, attitudes and trends </li></ul><ul><li>Recent studies have included how passengers access information and how they use technology </li></ul>
  4. 4. Communicating with our customers <ul><li>Printed collateral </li></ul><ul><li>Website </li></ul><ul><li>Mobile phone applications </li></ul><ul><li>Social media </li></ul><ul><li>Advertising campaigns </li></ul><ul><li>Community partnerships </li></ul>
  5. 5. Research – accessing information <ul><li>Always looking to improve how we communicate with our customers </li></ul><ul><li>Information needs study </li></ul><ul><ul><li>more than four pieces of information about public transport prior to a journey </li></ul></ul><ul><ul><li>expectations around technology based information is increasing </li></ul></ul><ul><ul><li>Want information on the go - “I like to have updates of any disruptions when I’m on the move, as I know the journey the number of the tram, that’s all I need” </li></ul></ul><ul><ul><li>The internet is still by far the most common source of information – 56 per cent </li></ul></ul>
  6. 6. Research - technology <ul><li>Passengers want information on the go – how do we get it to them? </li></ul><ul><ul><li>Public transport users are becoming more tech savvy </li></ul></ul><ul><ul><li>Growing trend to social networking </li></ul></ul>
  7. 7. Research - technology <ul><li>Nearly all public transport users have a mobile phone – 96 per cent </li></ul><ul><li>Social networking is rarely always used to access information on products and services </li></ul>
  8. 8. Communicating through apps <ul><li>Want more people using public transport more often </li></ul><ul><li>Deliver customer information in simple and accessible ways </li></ul><ul><li>Public transport users want information on the go </li></ul><ul><li>Launched first iPhone app in 2009 </li></ul><ul><li>Customer involvement a priority </li></ul>
  9. 9. Communicating through apps <ul><li>In 2010 the app was downloaded by more than 214,000 customers </li></ul><ul><li>Around 70 per cent use it frequently </li></ul><ul><li>Comprises the majority of our positive feedback </li></ul>
  10. 10. Communicating through apps <ul><li>Following success of the iPhone app Metlink embraced technology as a way of communicating. </li></ul><ul><li>Launched the mobile departure board later in 2009 </li></ul><ul><li>Used feedback and research to understand what handsets passengers used </li></ul><ul><li>Nokia app launched last month, beta version already downloaded 3000 times </li></ul>Nokia 41 per cent iPhone 19 per cent Samsung 11 per cent Sony Ericsson 7 per cent
  11. 11. Communicating through apps <ul><li>Developing a new and improved iPhone app </li></ul><ul><li>Developing apps for other mobile phone handsets including Windows 7 and android </li></ul><ul><li>We will continue looking to the market for new ways to communicate with our passengers </li></ul>
  12. 12. Social media <ul><li>Term ‘social media’ created ‘nervousness’ </li></ul><ul><li>Real-time feedback about public transport likely to be negative </li></ul><ul><li>Did we have the resources? </li></ul><ul><li>Who would be responsible? </li></ul><ul><li>Once you test the water, there’s no going back </li></ul><ul><li>Great opportunity to create a two-way conversation </li></ul>
  13. 13. Social media <ul><li>Developed a strategy that would warm the organisation up </li></ul><ul><li>Not right for every audience </li></ul><ul><li>Not right for every area of the business </li></ul><ul><li>Part of an integrated marketing and communications strategy </li></ul><ul><li>Social media support appropriate but not all campaigns </li></ul>
  14. 14. Social media <ul><li>Metlink is taking baby steps </li></ul><ul><li>Social media used as part of integrated communications campaigns </li></ul><ul><li>Twitter used by industry partners including myki and Metro Trains </li></ul><ul><li>Opportunity for Metlink to provide a multi-modal page </li></ul><ul><li>Rely on information from the operators </li></ul><ul><li>Metlink currently listening to Twitter conversations </li></ul>
  15. 15. Social media <ul><li>Facebook </li></ul><ul><li>NightRider – Melbourne’s late night bus service </li></ul><ul><ul><li>18-35 year olds </li></ul></ul><ul><ul><li>Service information </li></ul></ul><ul><ul><li>Competitions </li></ul></ul><ul><ul><li>Gig guides </li></ul></ul><ul><ul><li>Respond to posts about routes </li></ul></ul><ul><li>Metlink Great Transport Race – school year 7 to 10 </li></ul><ul><ul><li>Event information for students </li></ul></ul><ul><ul><li>Competitions </li></ul></ul><ul><ul><li>Event photos </li></ul></ul><ul><ul><li>Results </li></ul></ul>
  16. 16. Market Intelligence Review - 5 November 2008
  17. 17. Summary <ul><li>Understand your customers and how they access information </li></ul><ul><li>For Metlink, digital and social media is part of a bigger picture </li></ul><ul><li>Embraced technology and it’s successful </li></ul><ul><li>Understand how social media fits </li></ul><ul><li>Plan before you commit </li></ul>
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