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The RSA: Changing Behaviour with Social Media
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The RSA: Changing Behaviour with Social Media

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This presentation was part of the "Best in Digital Media Show Case 2012" presentation delivered by Cian Corbett of Radical Dublin for the Digital Marketing Institute.

This presentation was part of the "Best in Digital Media Show Case 2012" presentation delivered by Cian Corbett of Radical Dublin for the Digital Marketing Institute.

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  • The Road Safety Authority ’ s core objective is to reduce the number of road deaths and serious injuries on Irish roads. This means speaking to each and every road user in Ireland. With such a wide user base, and a growing digital population, the RSA has embraced social media by placing it at the heart of its communications strategy, making strides as a Government agency to ensure messages are being delivered in the most relevant environments. Social media had existed for a number of years prior to the RSA ’ s decision to get involved. They were acutely aware of the need to be active in this space but had some concerns about opening a line of communication with the public. The first step was to address these concerns with a thorough plan and approach.   Learning from the related world of customer care solutions delivered using social networks, the RSA was able to design a bespoke process for:   • Gaining the attention of a relevant audience • Building trust with consumers through open communication • Internal management of consumer queries affecting the sentiment around road safety The overall goal of using social media is to build awareness and open up a new stream of communication with their target audience that embraces changing technologies and media.
  • One of the core challenges for the Road Safety Authority is its requirement to react to conditions that affect safety on Irish roads very quickly (such as weather conditions) where social media can complement traditional communications. Social media channels are now used to deliver messages to the public in real time. An alert system for sending consumer messages was created, with Twitter being a key source for consumer alerts on matters that affect Road Safety.
  • e second pillar of the social media strategy for the Road Safety Authority throughout 2011 is the willingness for the organisation to open the lines of communication for response and engagement. In the past, as a government organisation delivering crucial messages to the mass public, the Road Safety Authority had invested millions of advertising spend into more traditional formats. However, traditional mass media channels do not allow consumers to speak back. Social Media has allowed the Road Safety Authority to have one-to-one conversations with its target audience, by creating a community of road users that live across both Facebook and Twitter. Essential to this two way communication channel is that it is resourced appropriately, so that it becomes an extension of the RSA Call Centre or Website as a resource for information and advice. A robust process exists in order to deliver on expectations that have been set with consumers here.
  • The final pillar of the social media strategy for the RSA is absolutely crucial in showing why social media is at the heart of the communications plan. Young drivers are one of the core target groups for the Road Safety Authority when it comes to several of its campaign activations, and without the recognition that digital is the primary media channel where they are engaged, the Road Safety Authority would not be able to deliver against set objectives. To ensure that the youth audience, particularly the young male target group, are actively engaged in the messages that the RSA are delivering, social advertising has been used.
  • Embrace social channels to deliver positive sentiment around road safety in order to shift behaviour. Brought to life through innovative Facebook Applications, was simple: we cannot just give something away to incentivise our community; but we must give away information or an interaction that will act as a tool for how better to engage on Irish roads. The first being a high visibility vest giveaway to promote awareness around vulnerable road users, later giving away Armbands and High Vis bags, the second being a Wall of Remembrance for victims of traffic collisions, an open call for formal submissions to the 2013-2020 Road Safety Strategy, a supporting application for the ‘ Check It Fits ’ roadshow for parents to learn about Child Car Seat safety; and a giveaway for Learning to Drive manuals on the RSA ’ s Driver Testing Pages. Brought to life through innovative Facebook Applications, was simple: we cannot just give something away to incentivise our community; but we must give away information or an interaction that will act as a tool for how better to engage on Irish roads.
  • Another example of innovation was the launch of a custom built Wall of Remembrance, in honour of World Remembrance Day for Traffic Victims, which took place this past 20 th November . The Wall of Remembrance utilises the functionality of a social network in order to allow people to share messages about victims that have died on Irish Roads; and share these stories in order to bring people together in aid of road safety. To date, the wall has received over 700 entries.
  • One of the common messages delivered to RSA community members is the importance of wearing high visibility gear. A Facebook application, offering community members the ability to request free High Vis gear, was built in order to capture necessary mailing address details and size requirements for both Adults and Children. This is an example of not only using word of mouth to drive road safety awareness; but using social media to provide consumers with the tools that will help to keep them safe on the roads.
  • As the Facebook environment had already become a great source for in-depth opinion on road safety initiatives, we reached out to community members by inviting them to formally input into the next strategy through the ‘ Have Your Say ’ opinion hub, which will now be a permanent feature of the page, highlighting one chosen Road Safety contributor each month. Over 71 formal submissions were made to the ‘ Have your Say ’ Hub
  • As the new ‘ Learning to Drive ’ manuals were being launched in May, we ran a promotion to both raise awareness of the manuals and provide 70 of our fans the chance to win either a manual for Driving a car or motorcycle.
  • KPIs were established for each execution to ensure value is delivered beyond just a click or a fan. Within the strategy that has been outlined, the significant impact that has been achieved across these specific executions can also be shown. The statistics below highlight not just the number of engagements across the three pillars within the digital media programme, but also the quality of campaign activity run across the year.
  • e second pillar of the social media strategy for the Road Safety Authority throughout 2011 is the willingness for the organisation to open the lines of communication for response and engagement. In the past, as a government organisation delivering crucial messages to the mass public, the Road Safety Authority had invested millions of advertising spend into more traditional formats. However, traditional mass media channels do not allow consumers to speak back. Social Media has allowed the Road Safety Authority to have one-to-one conversations with its target audience, by creating a community of road users that live across both Facebook and Twitter. Essential to this two way communication channel is that it is resourced appropriately, so that it becomes an extension of the RSA Call Centre or Website as a resource for information and advice. A robust process exists in order to deliver on expectations that have been set with consumers here.

The RSA: Changing Behaviour with Social Media The RSA: Changing Behaviour with Social Media Presentation Transcript

  • RSA:Changing Behaviour with Social Media
  • Social Media AchievingGoals and Objectives Reduce the number of road deaths and serious injuries on Irish roads Speak to every Road user Gain Relevant Audience Build Trust through Open Communication Deal with Customer Queries
  • Embracing Social across three Key Pillars
  • Real Time Alert System
  • Two Way Communication
  • Reaching a Youth Audience *Facebook Insights, Demographics of the Road Safety Authority Ireland Facebook Page And Road Safety Authority Driving Test Page
  • Innovation across each campaign Bring Each Campaign to Life using Facebook Applications WORLD WORLD DRIVER MANUAL DRIVER MANUAL REMEMBRANCE REMEMBRANCE GIVEAWAYS GIVEAWAYS DAY DAYHIGH VISHIGH VIS RSA STRATEGY RSA STRATEGY CHECK IT CHECK ITGIVEAWAYSGIVEAWAYS SUBMISSIONS SUBMISSIONS FITS FITS
  • Custom Wall of Remembrance forWorld Remembrance Day
  • High Vis Campaign
  • Have Your Say RSA Strategy2013-2020 Submission Hub Ahead of 2013, the RSA were tasked with gathering research Ahead of 2013, the RSA were tasked with gathering research material to support the key priorities when setting the RSA material to support the key priorities when setting the RSA Strategy for the next 7 years. Strategy for the next 7 years.
  • Driver Manual Giveaway Within the Driver Testing Facebook Page Within the Driver Testing Facebook Page set up for the RSA, we also adopted the set up for the RSA, we also adopted the approach that best to give away items approach that best to give away items that will help users, rather than running that will help users, rather than running empty competitions. empty competitions.
  • Success MeasuredSuccess for the Road Safety Authority must always relate back to the number oflives saved and injuries prevented on Irish roads. As digital is a core medium foreach and every consumer message, we can see the effect that each of theRSA’s integrated campaigns is having. Deaths and injuries on Irish Roads fell to a record low in 2011 Deaths and injuries on Irish Roads fell to a record low in 2011 and continue to fall throughout 2012. and continue to fall throughout 2012.
  • Better Driving Through Education
  • Results in Social Media Since launching in July 2011.........The statistics below highlight not just the number of engagements, but also the quality of engagement with selected key influencers. FACEBOOK FANS: FACEBOOK FANS: 26,295 26,295 Monthly Monthly ‘Likes’ on Comments: ‘Likes’ on Comments: Over 11,000 Over 11,000 Engaged Users*: Engaged Users*: 7.72% 7.72% Comments and Wall Comments and Wall Posts: Posts: Over 3,480 Over 3,480 * (# of People who have created a story (‘talking about us’) in the last 28 Days/# of Facebook Fans
  • Results in Social Media 2,500 2,500 High Visibility Vests High Visibility Vests 3,739 Vests 3,739 Vests Facebook Facebook Giveaway: Giveaway: Fans Fans 2,680 2,680High Visibility ArmbandsHigh Visibility Armbands 9,750 9,750 Facebook Facebook Giveaway: Giveaway: Armbands Armbands Fans Fans High Visibility Bag High Visibility Bag 384 384 384 Fans 384 Fans Giveaway Giveaway Bags Bags Facebook Wall of Facebook Wall of 4,466 Visits to 4,466 Visits to 710 Victims 710 Victims Remembrance: Remembrance: Wall Wall Honoured Honoured
  • Results in Social Media Twitter Followers: Mentions/ Twitter Mentions/ Twitter Twitter Followers: RETWEETs: RETWEETs: 1538 1538 Over 900 Over 900 Comments: Comments: Over 600 Over 600 Consumer Queries Handled Via Social Media Consumer Queries Handled Via Social Media using Query Tracker Model Developed: using Query Tracker Model Developed: Over 1,800 Over 1,800 Road Safety Video Views on YouTube: Road Safety Video Views on YouTube: 36,539 36,539
  • Become fans and followers today!www.Facebook.com/RSAIreland@RSAIrelandwww.Facebook.com/RSADrivingTest@RSADrivingTest