#CvHL

@tflofficial

tfl.gov.uk

Lucy Whitehead Principal Planner

Transport for London

#CvHL #CvHL

•  Who we are

•  How we use Social Media

•  The Structure of Social Media at TfL

•  Crisis Communications

•  Crisis Communications and Social Media

Today’s Agenda

#CvHL #CvHL

#CvHL #CvHL

40% Twitter

74% Facebook

Londoners

#CvHL #CvHL

Growth of Social Media at TfL

Approximately 10,000 mentions a week

0

200

400

600

800

1000

1200

1400

Jan-12 Jan-13 Jan-14

Thou

sand

s

Twitter Followers

#CvHL

Social Media

Customer service

Real-time information

PR

Marketing and

promotion

Social media

monitoring

Customer Insight

Use of Social Media at TfL

#CvHL

Show our customers

we care and we are

listening

Cost savings and

efficiencies

Make us easy to do business

with

Personalised service

Objectives for Social

#CvHL #CvHL

Our Structure

Social Media Team (Strategy, Co-ordination, some delivery and Evaluation)

Marketing, TfLOnline

Real Time Information

And Customer Service

Rail and Others

Customer Contact Centre

Buses Buses Control

Centre

Traffic Traffic Control

Centre

PR, News and Information

Press Office

Marketing

In House Agencies

Customer Insight

Automated (In-House)

Manual (Out sourced)

#CvHL #CvHL

Real Time Customer Feedback

Humanising TfL

Improving TfL’s Reputation

Better Customer Service

Always learning about out customers

Cost Efficiencies

Outcomes of Using Social

$

#TheComplainers

#CvHL

#CvHL #CvHL

•  Followed by confusion

•  What actually happened, what was actually said

Stage 1 –

Incident or Event

•  Critical to the successful handling of the crisis

•  Swift and accurate response is vital

Stage 2 –

Initial Response •  Handling for the

duration of the crisis

Stage 3 –

Consolidated Response

•  Usually as important to reputation as initial response

Stage 4 –

Recovery:

Crisis Communications

#CvHL #CvHL

•  Reports Victoria line was suspended due to flood damage

•  Photo released on Twitter of “flooding” = signal room full of cement

Stage 1 –

Incident or Event

•  Customer response was disbelief and jovial

•  Our response was honest and open

Stage 2 –

Initial Response •  Our response continued to the be honest but in line with the jovial mood on Twitter

Stage 3 –

Consolidated Response

•  The service recovered very well (within 12 hours)

•  We could have been better at letting customers know that

Stage 4 –

Recovery:

A Real TfL Incident

Delays on the Victoria Line due to flooding

#CvHL #CvHL

•  Reports Victoria line was suspended due to flood damage

•  Photo released on Twitter of “flooding” = signal room full of cement

Stage 1 –

Incident or Event

•  Customer response was disbelief and jovial

•  Our response was honest and open

Stage 2 –

Initial Response •  Our response continued to the be honest but in line with the jovial mood on Twitter

Stage 3 –

Consolidated Response

•  The service recovered very well (within 12 hours)

•  We could have been better at letting customers know that

Stage 4 –

Recovery:

A Real TfL Incident

#CvHL #CvHL

There were 1,245 mentions of

@victorialine within 24 hours

In 48 hours we gained 2,471 (8% increase) additional followers organically on @victorialine

The automated sentiment of those tweets was 87% positive (staggering given the

situation)

How it Unfolded

#CvHL

MainlinePR Jan 24, 7:11am Good morning. Worth a glance at @victorialine to see good tweety handling of sticky problem yesterday #GoodPR

words_of_chris Jan 24, 7:22am Impressed with @victorialine being up & running this AM. And also for their twitter machine account, regularly updated & responsive. #tfl

robdotalderman Jan 24, 7:29am Great work by @victorialine. Up and running and excellent customer service via Twitter. A concrete effort.

Hootsuite was used to manage all responses and reporting of the incident Below is the report from @victorialine for the incident. Reporting to senior management

#CvHL #CvHL

Tube Strike

#CvHL

With social media everyone is a writer, an editor and a critic, all in real time

#CvHL

@tflofficial

tfl.gov.uk

Lucy Whitehead Principal Planner

Transport for London