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HootSuite in Transit -- A TransLink Case Study
 

HootSuite in Transit -- A TransLink Case Study

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Using HootSuite Team Collaboration tools to Increase Audience Engagement, TransLink, the transportation authority for Vancouver, Canada, successfully launched a Twitter Pilot Project to deliver ...

Using HootSuite Team Collaboration tools to Increase Audience Engagement, TransLink, the transportation authority for Vancouver, Canada, successfully launched a Twitter Pilot Project to deliver reliable customer updates on events and major service disruptions.

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    HootSuite in Transit -- A TransLink Case Study HootSuite in Transit -- A TransLink Case Study Document Transcript

    • Translink is the regional transportation authority in Vancouver, Canada and it’s surrounding areas. Case Study: Translink Case Study: Translink | 1HootSuite Media Inc. Using Team Collaboration Tools to Increase Audience Engagement Introduction Translink’s overall goal for this project was ultimately to deliver better service to its customers. In the past, the company’s Twitter account, @translink, was a place where customers could receive up-to-the-minute service notifications for special events (like the 2010 Winter Olympics, held in Vancouver) or during service outages. With this new push, TransLink wanted to build on the broadcasting success they’d seen previously by starting to share more regular updates relevant to their followers. The Challenge TransLink manages several of its Twitter accounts via HootSuite, including its main @translink account. One of the Twitter Pilot Project’s key goals therefore was to ensure that this primary Twitter account, @translink, would be efficiently staffed, from 6:30am to 11:30pm. Because the @translink account was being accessed and monitored by a number of different teams -- several customer information staff managed it day-to-day, while the communications team members checked in from time to time -- TransLink needed a tool that could help manage workflow and streamline efforts. Running on Schedule The draft message and scheduling features in the HootSuite dashboard allow teams to prepare ahead of time for time- sensitive and event-specific communications.
    • HootSuite has a team of Social Media Coaches ready to help you learn more about the Pro dashboard. To help you get started, attend one of these free weekly webinars HootSuite Media Inc. Case Study: Translink | 2 Set up your team for success HootSuite team collaboration tools enable teams with multiple contributors to efficiently monitor and provide integrated support across their social networks. The Solution HootSuite’s team collaboration tools enabled the teams with multiple contributors to efficiently monitor and provide integrated support across their social networks. Every day, one work leader from TransLink’s Customer Information Centre was assigned to monitor and update @translink. That individual would be responsible for providing the rest of the teams with the latest key customer service information and direct the way questions would be handled. The tools used on the HootSuite dashboard for this process included: • Assignment tools to delegate Tweets to specific staff members at the touch of a button and track responses • Analytics for URLs in order to gauge what customers were interested in and how to fine-tune messaging • Scheduling for Tweets to provide notice about known issues and events in advance • Favorites to capture Tweet commendations and service successes from customers By using these features, the team managing @translink could see which Tweets had been answered, who answered them, and track how questions were being adressed. With this increased transparency and collaboration, the team was able to stay on top of the regular conversation about their service. The results Over the three months following the launch of its Twitter pilot project, TransLinked gained an additional 3000 Twitter followers on its main @translink Twitter account, and positioned the handle as the go-to resource for customers looking for key, up-to-date information on their transit services. For example, when a major snowfall delayed rapid transit service to and from the Vancouver’s main airport and a heavily trafficked university campus, TransLink was able to release information to commuters quickly via @translink and saw a surge in engagement levels through retweets, mentions and new followers on Twitter.