stephen franklin
TRANSCRIPT
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Social media: strategy for engagementStephen Franklin , Metlink Communications Adviser
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Metlink
• The face of public transport in Melbourne and regional Victoria
• Owned by public transport operators – Metro Trains and Yarra Trams
• Do not provide public transport services but we are the main point of contact for customers
• One-stop-shop for information about services, fares and ticketing
• Marketing and communications activities that promote our network of trains, trams and buses
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Getting to know our customers
• Research helps us get to know our customers
• Many different people use public transport
• 1.7 million trips are made every weekday
• Important that we provide information in different formats – traditional to new media
• Find out the most current information about passenger behaviour, attitudes and trends
• Recent studies have included how passengers access information and how they use technology
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Communicating with our customers
• Printed collateral
• Website
• Mobile phone applications
• Social media
• Advertising campaigns
• Community partnerships
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Research – accessing information
• Always looking to improve how we communicate with our customers
• Information needs study
− more than four pieces of information about public transport prior to a journey− expectations around technology based information is increasing− Want information on the go - “I like to have updates of any disruptions when I’m on the move, as I
know the journey the number of the tram, that’s all I need” − The internet is still by far the most common source of information – 56 per cent
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Research - technology
• Passengers want information on the go – how do we get it to them?− Public transport users are becoming more tech savvy− Growing trend to social networking
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Research - technology
• Nearly all public transport users have a mobile phone – 96 per cent
• Social networking is rarely always used to access information on products and services
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Communicating through apps
• Want more people using public transport more often
• Deliver customer information in simple and accessible ways
• Public transport users want information on the go
• Launched first iPhone app in 2009
• Customer involvement a priority
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Communicating through apps
• In 2010 the app was downloaded by more than 214,000 customers
• Around 70 per cent use it frequently
• Comprises the majority of our positive feedback
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Communicating through apps
• Following success of the iPhone app Metlink embraced technology as a way of communicating.
• Launched the mobile departure board later in 2009
• Used feedback and research to understand what handsets passengers used
• Nokia app launched last month, beta version already downloaded 3000 times
Nokia 41 per cent
iPhone 19 per cent
Samsung 11 per cent
Sony Ericsson 7 per cent
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Communicating through apps
• Developing a new and improved iPhone app
• Developing apps for other mobile phone handsets including Windows 7 and android
• We will continue looking to the market for new ways to communicate with our passengers
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Social media
• Term ‘social media’ created ‘nervousness’
• Real-time feedback about public transport likely to be negative
• Did we have the resources?
• Who would be responsible?
• Once you test the water, there’s no going back
• Great opportunity to create a two-way conversation
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Social media
• Developed a strategy that would warm the organisation up
• Not right for every audience
• Not right for every area of the business
• Part of an integrated marketing and communications strategy
• Social media support appropriate but not all campaigns
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Social media
• Metlink is taking baby steps
• Social media used as part of integrated communications campaigns
• Twitter used by industry partners including myki and Metro Trains
• Opportunity for Metlink to provide a multi-modal page
• Rely on information from the operators
• Metlink currently listening to Twitter conversations
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Social media
• NightRider – Melbourne’s late night bus service− 18-35 year olds− Service information− Competitions− Gig guides− Respond to posts about routes
• Metlink Great Transport Race – school year 7 to 10− Event information for students− Competitions− Event photos− Results
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Market Intelligence Review - 5 November 2008
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Summary
• Understand your customers and how they access information
• For Metlink, digital and social media is part of a bigger picture
• Embraced technology and it’s successful
• Understand how social media fits
• Plan before you commit