UITP congress tokyo october 2011

1. 88th Metropolitan Social Media on rails
Railways
Assembly
Wiener Linien
10-12 October
Tokyo

2. Why Social Media?
 more than 13 Facebook Pages
& 68 Groups subject to Wiener
Linien
Approx. 10,000 tweets & 687
Youtube-Videos containing the
keyword “Wiener Linien
 Without official presence
from Wiener Linien!

3. Why Social Media?
 User communication
predominantly concentrated
on operations:
 Delays, pricing
 Dirt, unpleasant smells, etc.
 Requests for help
 But also knowledge exchange
through existing fan community
Why just watching?

4. Strategy
We don´t just want to
contribute,
we want to lead the discourse
when it comes to Wiener
Linien!
Why is this necessary?

5. Strategy
Ignorance creates
dissatisfaction, creates a
negative image!

6. Strategy
So we have to provide the
target group with information
whereever the target group is
located!

7. Operative Implementation
 Online since mid-March:
 more than 14.000 Facebook-
Fans
 more than 800 Twitter-
followers
 over 26.000 views of our
Youtube-Video Uploads

8. Operative Implementation
 Facebook: 2-3 posts/day
(news, look behind the scenes,
competitions & offers)
 Twitter: continous notifications
(news, operational info, look
behind the scenes)
 Youtube: content provider for
Facebook & Twitter

9. Facebook – Information
Wiener Linien: The O, 18 and D lines are back up and
running on their usual routes. Take a look at the work
our team put in over the weekend so that the lines were
back to being fully operational as quickly as possible:
LINK

10. Facebook- Look behind the scenes
Wiener Linien: As we’ve already announced, the U6 will
be operating a full service again from next Monday (29th
August). The renovation work at the Josefstädter Straße
station has progressed to a stage where trains can now
once again travel through the station. The Burggasse
and Thaliastraße stations are now open again to
passengers and trains are once again able to stop there.
As of 29th August, the “E” replacement service will no
longer be operating.

11. Facebook- Competition & offers
Wiener Linien: We are busy putting together the surprise
package for the winners of our “Look behind the scenes”
competition. Here’s a quick look at them, before we
carry on packing  The packages will be on their way to
you today, but we still don’t have confirmation from
some of the winners. So, check your e-mails and you’ll
have until the end of this week to respond, otherwise
the unconfirmed prizes will be awarded to other people.
Wiener Linien: Our summer photo contest is over and
the winners have been selected. You submitted loads of
fantastic pictures. We’ve created an album as a little
reminder. Thanks again to all who participated - we’re
looking forward to the next contest!

12. Facebook- Fangating
Wiener Linien: More than 12.000 Fans in 6
months. We THANK you all for your enthusiasm,
your interest and participation around your page.
Because we´d like to give you something back, we
give you the opportunity to see your face on the
first Facebook-Tram in Austria. From November
the tram will be en route trough Vienna. You´ll find
the Information and possibilty to participate here:
http://www.facebook.com/wienerlinien?sk=app_154599341278042

13. Facebook- Responding criticism
Ana Lakic: What’s the problem with the U6 now?? It’d be
better if you just shut the line down, at least then we
wouldn’t have to get annoyed about it on a daily basis
(because there are delays again)…
And announcements that people can actually understand
would also be useful!!
Wiener Linien: Dear Ana, unfortunately we had a
defective train on the U6. Now everything is back to
normal though. It always takes a bit of time until the
normal service is back up and running. We are sorry if
you had to wait a little while.

14. Twitter - Information
Due to an incorrectly-parked car around the area of
Gersthofer Straße, trains on line 41 cannot continue
towards Schottentor.

15. Twitter – Look behind the scenes
A look at Josefstädter Str. yfrog.com/kh9hjuj.
As of Mon. 29.8 the U6 will be back as usual:
bit.ly/oC5aMH

16. Twitter – Integration with Facebook
Our Facebook photo contest has closed, the
users have voted. This is the winning photo:
yfrog.com/hojt7owij Congratulations!

17. Twitter – Interaction with other users
1/2 Disruption is never optimal. We know that.
But to talk about a mega-fail day… @Svejk
fg
@sexpriv_at @davidneuber @gueffel
2/2 …after a delay of 20 minutes is a little over
the top ;) The lines were diverted, by the way
@Svejk @sexpriv_at @davidneuber @gueffel

18. Youtube – Content provider
A look at Tramwaytag 2010

19. Youtube – Interaction
CommissarMonkey: Ah, thanks. The “Wien jagt
Mister X” video is awesome.
Wienerlinien: The channel is managed by Wiener
Linien employees.
CommissarMonkey: Is it just one person who runs
this channel? Or is it a group of people together?
Weinitzen: Hi Wiener Linien. Thanks for favouriting
one of my videos!

20. Crisis Management
 No censoring of critical and/or
negative posts
 Do not react rashly
 Clarify circumstances
 Assist users
 Be honest – admint mistakes
 Don´t feed the trolls

21. Results
 We have a direct influence on
what is being said about us
 We reach a large majority of
our terget group with just one
post
 We can deal with requests &
clear up misunderstandings

22. Results
Last but not least:
 We achieve a positive image &
increase customer satisfaction!

23. FINAL SLIDE
Thank you for your attention!