MTA - Digital Marketing Campaign

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Is there really a need for MTA to go digital? Do they have anything to be afraid of. We prove that it does. You can see that as a pitching, business propositions or even a bunch of cool ideas.

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  • "For the past three years, the MTA has been on a clearly defined mission to bring mass transit system into 21st century with upgrades to the station environment through several ambitious new technology communications projects like Transit Wireless, aimed at improving the travel experiences of riders." - Tim Herrera, amNY - Transit Wireless - On The Go! Digital Information Kiosks The new On The Go (OTG) interactive HD displays will deliver real-time information, simple visual station directions with transfers and line alerts, countdown to arrival, relevant service updates, neighborhood maps and information, and digital content loops. Built with a custom content management system on a flexible framework, the platform will enable third- party app developers to add new features."
  • Meet Mike and Sarah. They are young adults who live outside Manhattan but commute everyday to Manhattan for work. They have set morning schedule. When the alarm clock goes off they check their phones to check on the weather and any transit delay on the morning commute. Like many New Yorkers, they can not leave home without their mobile phone and ereader. On their commute, they are on their phone check on the latest news, Facebook posts, Twitter, etc.
  • Refill cards via credit card Track cash availability via QR codes in-app scanner Real time transit information via push notifications (status and alerts based on user preference)Real time train locationsTrip planning feature where you can enter ‘start’ and ‘end’ locations and it will process journey timeTrack customer usage data such as usage, habits, spending, etc. and visualize these metrics for users as infographicsShow nearest subway stop (thru. geo-location)Show exact cross streets at Entry/Exit points using inbuilt compass Crowdsourcing platform: User updates via image/message uploads focusing on issues/ problems within subways ’NYC news update' tab
  • Insights in Motion for New York subway (and probably other public transport system)Track people motion (no personal information included - no breach of privacy) to understand what they do and how they move to optimize routes and schedules for the transportation system.Reduce operating expenses while meet more demand, reduce commuting time, and emissions.Need people to opt in, but the one who opt in will get more benefits (such as reduced subway fares)Website, mobile, and app features that helps the disabled to use subwayInform them which stations that are disabled friendlyVoice command availableEnables the disabled to use subway like normal peopleThe current (or old?) way to use find our way to use subwayTrip Planner, one dimensional map, straight forward, we need to search and find our wayThe NEW way, seamlessly navigate us through the city by using the augmented reality feature in the mobile app. Instead of finding our way, the app will guide us to our destination. VERY USER FRIENDLY. Improve subway traffic. People save more time.Later on it will also be available through Google Glass (Sergey Brin might be using it already actually).
  • Can be use to support why we provide metro card account refill through our mobile app – people just keep throwing away their empty metro cards
  • MTA - Digital Marketing Campaign

    1. 1. Metropolitan Transportation Authority Digital Marketing Strategy
    2. 2. Agenda • • • • • • • • Overview Situational Analysis Problem, “What Brings Us Here” Objective, “What Success Looks Like” Strategy Tactics The Future Questions
    3. 3. MTA Overview Largest public transportation provider in the Western Hemisphere Over 100 years old Over 1.6 billion riders annually last year OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    4. 4. Competitors Analysis High Tech MTA Subway Opportunity High Cost Low Cost Low Tech OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    5. 5. Digital Landscape 3,396 YouTube Subscribers 3,784,597 Total Video Views 0 Engagement 17,678 Likes 10 Accounts Affiliated with the MTA - 85,783 Followers @MTAInsider - 50,341 Followers @NYCTSubwayScoop 0 Testimonials "For the past three years, the MTA has been on a clearly defined mission to bring mass transit system into 21st century with upgrades to the station environment through several ambitious new technology communications projects like Transit Wireless, aimed at improving the travel experiences of riders.” Tim Herrera, amNY OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    6. 6. What Brings Us Here Today They just take and take and take…what do we get in return….worse service!!!! I’ve tweeted over 15 times today and not a single response. OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    7. 7. Objective Revolutionize the Commuting Experience as We Know it Improve – Enhance - Enable Improve customer satisfaction and perceived value Enhance experience for daily commuters and visitors Enable the MTA reach its consumers OVERVIEW SITUATION PROBLEM OBJECTIVE STRATEGY TACTICS FUTURE
    8. 8. Target Audience. New Yorkers Primary: Any adult from the five borough who rely on the MTA Subway as their main transportation medium for work and play purposes Secondary: Tourist who rely on MTA Subway as an inexpensive way to get around NYC. Mike and Sarah • Age 25-39 • Smartphone users • Active in social media • Time cautious • Work in Manhattan OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    9. 9. Strategy Engage and Educate Keep it Relevant & Local Always on Continue the Conversation Increase Perceived Value OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    10. 10. Overview GOAL STRATEGY TACTICS Website Social Media Mobile PSA Increase Perceived Value OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    11. 11. Tactic 1: Website Improvements Blog - Substantial Makeover - Concise Content - Cut out all unnecessary information - Simplify / “Skimmable” Trendy style, Less is More Strategic and targeted use of visuals Language For them: - Give our customers a voice - Share experiences - Propose improvements and needs - Engagement + Tourists - Section focusing on tourist + - Serving as a guidance - CRM: Propositions and Q&As For us: - CRM –Handle complaints - Incorporate social feeds and insights - Track perceived value - Easier updating - Improve their NY experience Improve user experience WHY Friendlier navigations & information search Give value to our customers Serve as a communication tool Fully utilize a so far unutilized tool OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    12. 12. Tactic 2: Social Media 70% Listen to other’s experiences Updates Consistency Our social media team Business image Transmit same messaging across all platforms Open up communication CRM Handle complaints Encourage engagement ..is there for you 24/7 ! Combine professionalism with humanity Language Talk with them. Don’t talk to them Reduce complexity, maximize understandability 1. Delete Flickr account 2. Consolidate Twitter account 3. Reorganize YouTube channel Announcements / Schedule changes Business Introduce future plans Transmit what we do in terms to what they value OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    13. 13. Tactic 3: Mobile All-in-one official MTA mobile app • Refill cards • Track customer usage • Track cash availability 85% increase in Mobile App usage from 2011 to 2012 • Show nearest subway stop • Real time transit information • Show exact cross streets • Real time train locations • Crowdsourcing platform • Trip planning • ‘NYC news update' tab OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    14. 14. • Tactic 3: Mobile 46% of Users access via mobile phone OTHER FEATURES 14 TACTICS Optimized Mobile Search Available on all OS SMS/ E-Mail Tabs Social Media Integrated
    15. 15. Tactic 4: PSA Campaign / Contest Campaign featuring real New Yorkers communicating the benefits of the Subway. Contestants will submit video entries through Twitter - “Why do you love the MTA” Winners will appear in the PSA campaign. Time Website Money Social CSR Mobile Convenience OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    16. 16. Timeline Phase 1 Phase 2 Phase 3 3-6 Months 3-6 Months 6-12 Months Research & Development Website & Social Media Testing & Feedback Mobile Social Media - CRM PSA Campaign Social Media - CRM Benchmarking & Measurement OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    17. 17. Measurement Controls Website Mobile Database PSA Campaign Page Views App Downloads General Complaints On-line Views Comments Usage Subway Delays Social Sharing Downloads Comments Station Comments Contest Entries Social Sharing Uploads Cleanliness Contest Votes Consumer Survey Social Sharing Employee Consumer Survey OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    18. 18. The Future.. Augmented Reality Enable Disabled Insights in Motion OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    19. 19. Revolutionize the Commuting Experience as We Know It Improve – Enhance - Enable Website Mobile Application Social Media Create consistency among New website to Improve all social media platforms. user experience, friendly Respond to comments navigation and information both positive and negative search, Blog and – let people know the MTA information for tourists is listening to their concerns One stop shop mobile application to make your commuting experience better. Provides real time date, easy card refill, maps and much, much more. PSA Campaign Campaign featuring real New Yorkers communicating the benefits of the Subway, increase local engagement Social Strategy for the MTA OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE
    20. 20. Questions
    21. 21. APPENDIX Research & Brainstorming
    22. 22. Subway Rider Demographic Profile ReportNew York City (5-Boroughs)Scarborough Research 2012 Release 2 (September 2011 - August 2012) Source: https://www.cbsoutdoor.com/Tools/Research_ROI/Documents/NYC%20R2-2012%20Subway%20Rider%20Profile.pdf
    23. 23. NYC Commuting Source: 2006 - 2010 American Community Survey
    24. 24. NYC Commuting by Borough Source: 2006 - 2010 American Community Survey
    25. 25. Target Audience. NYC Tourists Domestic visitors in 2011: 40.3 million International visitors in 2011: 10.6 million Grand Central: tourist spot Maps and cameras lovers Rely mostly on Wi-Fi Travel in groups Need for directions Wiling to use cabs for convenience MTA?
    26. 26. What’s trending 46% of Users access via mobile phone 70% Listen to other’s experiences 50% Express concerns or complaints about services 65% Learn about services through Social Media 47% Use Social Media for Customer Service 94% of Users access via computer 85% increase in Mobile App usage from 2011 to 2012 85% increase in Mobile App usage from 2011 to 2012 85% increase in Mobile App usage from 2011 to 2012
    27. 27. Financials $8,500,000
    28. 28. http://www.nytimes.com/2008/07/15/nyregion/15nyc.html
    29. 29. • Tactic 3: Mobile 85% increase in Mobile App usage from 2011 to 2012 Refill Track Cash 36 All-in-one official MTA mobile app Real-Time Transit Info Real-Time Train Locations Trip Planning Features Customer Usage Data
    30. 30. • Tactic 3: Mobile 37 All-in-one official MTA mobile app Nearest Subway Exact Cross Streets Crowdsourcing platform News Update Tab Trip Direction + Social Media Buttons
    31. 31. Tactic 3: Mobile OTHER FEATURES INTEGRATION • Tabs such as MTA Card/User details, NYC News, Official pages, Real Time Maps, User Metrics, Customer Care/Support, etc. • Must be available on all tablet and smartphone OS • Integrated social suite with access to MTA's official website, Twitter, FB & YT • Tap into lower income segments by offering an opt-in SMS option to handle issues, provide alerts, subway info, etc. on OVERVIEW SITUATION PROBLEM demand • Email/SMS marketing which includes info on updated services, progress reports, innovation and new technology influencing MTA's Subway • Integration of optimized Mobile Search to improve mobile rankings of official MTA website, social media channels & the app OBJECTIVES 46% of Users access via mobile phone STRATEGY TACTICS FUTURE

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