Online methods for effective marketing and
easy-to-use transit information (Community Transportation Association of Idaho)
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Online methods for effective marketing and
easy-to-use transit information (Community Transportation Association of Idaho)

  • 570 views
Uploaded on

Slide deck for presentation given on 7 October 2011 at the Community Transportation Association of Idaho conference

Slide deck for presentation given on 7 October 2011 at the Community Transportation Association of Idaho conference

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
570
On Slideshare
570
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TrilliumSolutionsOnline methods foreffective marketing andeasy-to-use transit information7 October 2011Community Transportation Association of IdahoAaron Antrim | Trillium Solutions, Inc.
  • 2. Our customers are online.
  • 3. •73% of all Americans are internet users•63% of of people in rural areas•53% of < $30k/year income households•71% of 50-64 year olds•88% of 18-29 year oldsSource: Pew Internet & American Life Project,http://www.pewinternet.org/pdfs/PIP_Internet_and_Daily_Life.pdf
  • 4. The third most common internetactivity for Americans is to“search for a map or drivingdirections,” (87%) behind onlyemail and using search engines. Source: Pew Internet & American Life Project, (http://www.pewinternet.org/pdfs/PIP_Internet_and_Daily_Life.pdf)
  • 5. Here is how: • Be visible • Simplify • Be accessible • Empower customers • Be everywhere • Measure success
  • 6. Be visible.
  • 7. Have youGoogledyouragency?
  • 8. Otherterms?
  • 9. To improve position in searchresults:1. Add relevant keywords to your website2. Ask other agencies and websites to link to your website
  • 10. 11
  • 11. Include an easy-to-rememberweb-address toinclude onvehicles,schedules, signs,press releases,and outgoing off-hours voicemailgreeting
  • 12. Which is your URL? www.ci.beaumont.ca.us/index.aspx?nid=90 or www.eurekatransit.org ?Cost for domain name registration:$10/year at Godaddy.com
  • 13. Simplify.
  • 14. Best practices for Navigationonline timetables and information  Timetables  Route maps features  System map •Trip planner Link to route map  Online pass sales page from timetable •Travel reservations PDF Downloadable version • How to use timetables guideExample from trimet.org
  • 15. TimeTable(Publisher:open&source&so+ware&for&producing&web&and&print4ready&6metables&from&GTFS.&&More&at&6metablepublisher.org
  • 16. Change or add a stopRedwoodtransit.org Choose a different primary stop * Arcata Transit Centerexample Choose a second stop to display No stop selected alongsideApproximate cost Service schedule: Weekday service Go!to implement:$3,500 Printable version of this page Click any time below to see a complete itinerary of stop locations for that trip Arcata Transit Center Southbound Hour Northbound :33 6 am :57 :37 :29* :16 7 am :29 :33 :14 8 am :46 :09 :59 :03 9 am :42 :01 :37 10 am :33 :02 :57 :46 11 am :30 :26 12 am :38 :08 :40 :11 1 pm :46 :21 :36 :17 2 pm :55 :30 :16 :09 3 pm :48 :45 :24 :13 4 pm :38 :11 :19 5 pm :54 :04 :49 :07 6 pm :21 Map data ©2010 Google - 7 pm :00 See larger map :10 8 pm :20 :04 9 pm :47 10 pm :28 * Blue highlighted times indicate the supplemental (Mon-Thurs) schedule.
  • 17. Printable version of this pageRedwoodtransit.org below to see a complete itinerary of stop locations for that trip Click any timeexample Arcata Transit CenterApproximate costto implement: Southbound Hour Northbound$3,500 :33 6 am :57 :37 :29* :16 7 am :29 :33 :14 8 am :46 :09 :59 :03 9 am :42 :01 :37 10 am :33 :02 :57 :46 11 am :30 :26 12 am :38 :08 :40 :11 1 pm :46 :21 :36 :17 2 pm :55 :30 :16 :09 3 pm :48 :45 :24 :13 4 pm :38 :11 :19 5 pm :54 :04 :49 :07 6 pm :21
  • 18. System and route maps maps.trimet.org
  • 19. System and route maps pt.berkeley.edu
  • 20. deltarides.com• Interactive regional map• Multiple agencies included (12)• Cost for entire website: ~$5,000
  • 21. mbta.com• Abstracted subway system map• Tabs to choose between map styles
  • 22. mbta.com• Interactive street map• Tabs to choose between map styles
  • 23. Mountain Ridesmbta.commap (Ketchum, ID)• Interactive street map Cost: $3,600• Tabs to choose of Includes images between map styles stops• Includes bike route layer
  • 24. Trip planner &interactive map• Cost: $300-$2,000/ month
  • 25. The online customer experiencePre-tripPass sales
  • 26. The online customer experiencePre-tripTripreservations deltarides.com
  • 27. Be accessible.
  • 28. Best practices for Accessibility  Timetablesonline timetables  Route maps  HTML timetables are  System map browser-viewable,  Trip planner search engine friendly, accessible for users who  Online pass sales  Travelsight-impaired. are reservations Avoid PDFs and images.  Horizonal orientation helps make information accessible to users who are sight-impaired.Example from trimet.org
  • 29. What makes an accessible website?Explaining this will require sometechnical descriptions. If you don’t Article: “Creatingunderstand any of the technical parts, justpass over them, as they are not necessaryto understanding many of the moreimportant non-technical parts. The best accessibleway to begin explaining web-accessibilityis to describe what an accessible websiteis not. transitAccessible websites do not includeimages, especially images for navigation,without including hidden descriptive text.Consider an image icon on a website that websites”a user clicks to navigate to another page.Since it is not text, text-to-speechsynthesizer software cannot read whatthis image represents. Unless the web-designer includes an invisible alternativetext description of the image for sight-impaired users, they will have no ideawhat it is. Alternate text is also helpfulfor search engine indexing and users with Best and worstslow connections.An especially poor practice I’ve seen ontransit websites is offering transittimetables as images instead of raw text.While the timetable may appear as text toa sighted user, it is actually transmittedand displayed in the web-browser as animage file. You can tell this because practicesindividual bits of text cannot be selectedand cut-and-pasted into a word processor,and the text-size does not change when Accessible vs. inaccessible: The original Redwoodwith the browser’s text-size adjustment Transit System website (top), used a layout approachfeatures. These transit time-table images Online at called frames which hindered accessibility and searchare essentially inaccessible to sight- engine indexing. The new www.redwoodtransit.orgimpaired users, as it is not feasible to (below) is visually-pleasing, accessible for everyone, andprovide useful alternative text for such search-engine friendly.lengthy and highly-structured informationProviding only PDF files of schedule files http://tinyurl.com/accessible-can be fraught with some of the same problems. PDF files, while generally more screen-reader friendlythan images, do not provide the same quality of access as a well-designed webpage if they are not website“tagged” with special invisible cues, and most are not.
  • 30. SenderoGPS:GTFS data can beused to createtransit point ofinterest librariesfor sight-impairedpeople to usewith talking GPS
  • 31. Empowercustomers.
  • 32. Real-timearrivalestimatesPDX Bus: iPhoneapp for Portland/TriMet
  • 33. Real-timearrivalestimates Nextbus is one vendor for real- time arrival systems
  • 34. The online customer experienceEn-routeReal-timearrivalestimates Goose Networks provides interface to view vehicle status and locations. Provides mechanisms for text and email alerts.
  • 35. The online customer experience Other vendors:En-route •AvailReal-time •Mentorarrivalestimates •Avego •init •Translōc Cost: Between $1,000 and $5,000 per vehicle. Maintenance costs vary.
  • 36. 38
  • 37. 39
  • 38. GTFS-realtimehttp://code.google.com/transit/realtime/ 40
  • 39. Be everywhere.
  • 40. Everywhere&there&is&travel&informa6on,& transit&is&an&op6onGoogle Transit
  • 41. Google Transitis available onmost “smartphones”Twitter statusmessages:• “I’m thinking of catching my 1st ever bus since iPhone 2.2 got released! It even tells you the bus timetable!” @timjennion• Took a bus for the first time in over a year.The new public transport option in maps on the iPhone is brilliant!” @helloBos
  • 42. Plannersadvocateintegratingtransit intothestreetscape.
  • 43. When does my train arrive?(trimet.org & 5 iPhone What time does the library apps) Where’s a good close? (Google) restaurant? (yelp.com & iPhone app)
  • 44. Open data makes transitinformation moreubiquitous.Open data enablesinnovation.
  • 45. We’re small and we can’t provide everycustomized solution people ask for….making the data available is something thatwe’re very familiar with so that developerscan develop the tools themselves. It’s likehaving an army of developers available to us. — Tim McHugh, CTO, Trimet [full interview at tinyurl.com/trimet-cto]
  • 46. The Google Transit Feed Specification,as a lightweight data standard fortransit geographic and schedule data,has quickly become an increasinglyubiquitous format.And you don’t have to be Google touse it.
  • 47. PDXBus: Afree iPhoneapplication forarrivals andtrip planning.
  • 48. citygoround.orgDirectory ofthird-partytransitapplicationsand agenciesthat provideopen data.
  • 49. walkscore.com:Transit time map
  • 50. Transit score onwalkscore.com
  • 51. estately.comReal estate searchsite lets users searchby proximity totransit. Estatelyobtains transit infofrom public GoogleTransit Feed Specdata.
  • 52. Goose Networks Multi-modal trip planning application uses GTFS Show all relevant options – including public transit, private employer shuttles, carpool, vanpool, biking, walking – through a single map Show interagency transfers
  • 53. Mul64Modal&Planning Patagonia&4&Ventura Show&all&relevant&op6ons;&7&carpool,&3& transit&
  • 54. Inter4service&Transfers Genentech&–&South&San&Francisco Transfer&from&BART&to&private&employer& shuQle
  • 55. transitandtrails.orgConnects hikingtrail andcampgrounddata with transit(with links toGoogle Transit).
  • 56. Make friends.
  • 57. Example:Mountain Line,Missoula, MT
  • 58. Example: SF BART
  • 59. Melissa Jordan on SF BART’s Twitterfeed:“I think it humanizes the brand. That comes upin quite a bit in the feedback we get fromcustomers, that they do feel a more personalconnection when they can communicate withyou in real time, and know that you’re listeningand answering their questions. So it’s helped toalign with the strategic brand initiative that wehave of making BART more approachable,friendly, modern, and dynamic.”(http://tinyurl.com/sfbart-interview)
  • 60. Melissa Jordan on how NOT to useTwitter:“The majority of them [transit agencies onTwitter], if you look at their follower versusfollowing, are not really following people back.They’re just pushing information out, and Ithink that is not the best use of the medium,which is multi-directional. It needs to be aboutconversations.”(http://tinyurl.com/sfbart-interview)
  • 61. northcoastjournal.comOnline eventcalendar has twoclicks to transitdirections for allevents, usingGoogle Transit.
  • 62. northcoastjournal.comOnline eventcalendar has twoclicks to transitdirections for allevents, usingGoogle Transit.
  • 63. Email newsletters and alertsInexpensive, easy way to stay in touch with riders and communityMany low-cost or free options: • Google Groups (free) • Constant Contact (~$10/1,000 messages) • Mailchimp (free under 5,000 subscribers) • Newsberry
  • 64. Measuresuccess.
  • 65. Google Analytics is a free toolfor tracking visitorship to yourwebsite.More information atwww.google.com/analytics 69
  • 66. 70
  • 67. 71
  • 68. 72
  • 69. Questions to ask:• Who visits the website? Is it a significant portion of customers?• How do they find the website?• What partners refer the most visitors?• What content do they use most?• What (mobile) devices do customers use? 73
  • 70. Putting thepieces together Examples: Golden Empire Transit (Bakersfield, California) San Francisco Bay Area Rapid Transit TriMet (Portland, Oregon) Mountain Rides (Sun Valley area, Idaho)Redwood Transit (Humboldt County, California) Trinity Transit (Trinity County, California)
  • 71. 75
  • 72. 75
  • 73. 76
  • 74. 77
  • 75. 78
  • 76. 79
  • 77. 80
  • 78. 81
  • 79. 82
  • 80. 83
  • 81. 87
  • 82. 90
  • 83. 91
  • 84. 92
  • 85. 93
  • 86. In review…
  • 87. Use online information to: • Be visible • Simplify • Be accessible • Empower customers • Be everywhere • Measure success
  • 88. Ques6ons?
  • 89. Aaron AntrimTrillium Solutions, Inc.Phone: (707) 633-4464aaron@trilliumtransit.comTwitter: @aaronantrimBlog: www.trilliumtransit.com/blog TrilliumSolutions