From the Social Network to the Transportation NetworkHow the transportation industry is using social networks and media to improve communications

Presented by Jason Martin

Introduction

This presentation has three key learning objectives:

1. Define how public transportation organizations use social media to achieve better communications;

2. Identify best practices, as well as concerns, organizations may have with regard to social media;

3. Identify some lessons learned and next steps for social media for public transportation.

Introduction

Questions asked of social media practitioners:

1. How do you use social media?

2. What has worked well for you? Suggestions of best practices?

3. What concerns did you have? Do you have some lessons learned?

4. Where is social media going next for your organization?

Introduction

Questions asked of social media practitioners:• How do you use social media? • All channels purpose strategy customers updated and informed• Specific cases used for social media engagement seek feedback and public consultation • Listening and paying attention what is on the mind – two way communications • What has worked well for you? Suggestions of best practices?• To be forthright, honest and clear; times when you might know everything that is going on, be up to date and very current, accuracy and

timeliness, make sure your tone is correct keep it business-like but approachable; starting small and building your way up; not necessarily your top priority, need to have the fundamentals such as website and accurate schedules, need foundations

• What concerns did you have? Do you have some lessons learned?• Learned a lot along the way, been in it 5 years, time resource is always an issue, need to have priorities straight, don’t get caught with just

serving zero sum game; you can’t respond to every single questions, address themes and frequently asked; one on one better for customer service exchange by email or by telephone; challenge to move from centralized to decentralized; social media guidelines in place

• Where is social media going next for your organization? • Mobile usage is growing incredibly and is very important for transit organizations; decentralization to educate other departments can use

the social media, being a resource for the organization, central place to go question.

Introduction

Questions asked of social media practitioners ttc:• How do you use social media? What are your communication goals?• Reach out to customers service advisories, change in regular route, customer--- e-alert service subscription base via email, website,

platform screens, facebook and twitter, ttcnotices, executive support and participation, ttchelps customer service • Educate customers why we do what we do, very service driven, no wiifii underground yet, responding to customers already engaging

through social media; resources are a challenge, • What has worked well for you? Suggestions of best practices?• Difficult fine tuned.. Started as one-way communication, challenge of fitting in discussion 140 characters, created format that could be easily

understand, scripting to ensure consitency, and do it in a timely manner, clarity and timeliness are critical to transit; get the tone and getting messages; getting all the delay notices, add flitering for email alerts, Use 140 characters for all platoforms to make it more efficienct

• What concerns did you have? Do you have some lessons learned?• Spelling and grammar is always a concern—because of the rapid pace of social media, Need to determine when your making notices (e.g.

15 minutes), Social media is engaging and constant, you need new information everyday, we also put in common education and answer broader questions; if negative monitor closely to understand the meaning behind it—is it venting or is something more

• Where is social media going next for your organization? • We have recently added next vehicle arrival, register for various apps that will provide information• Open data for developers for mobile applications • Win-win as TTC doesn’t have the resources to build such apps• Mobility a big trend to watch

Introduction

Background

Social media for this presentation is defined as:• Blogs• Social networking sites (e.g. Facebook)• Micro-blogging (e.g. Twitter)• Media sharing (e.g. YouTube)• Geo-mapping applications (e.g. Foursquare)

Background

Transportation organization’s use of social media

Background

Facebook

Twitter

YouTube

Other

0% 10% 20% 30% 40% 50% 60%

Source: The Urban Transportation Monitor

Why social media?

Background

Source: Translink

How do they use certain social media channels?• Twitter used for brief communications and

service updates;• Facebook used for announcements, service

updates, branding and community building;• YouTube used for wide variety of topics,

including how to information, project updates, stories and testimonials, “ride-alongs” and “behind the scenes” footage.

Background

Transportation organization’s reasons for using social media could be categorized as:• Updates for schedules and service• Public information • Fun and engagement• Customer engagement• Policy and advocacy

Background

Transportation organization’s reasons for using social media could be categorized as:• Updates for schedules and service• Public information • Fun and engagement• Customer engagement• Policy and advocacy

Background

Background

Importance versus effectiveness

Source: Transit Cooperative Research Program

Background

Effectiveness of Social Media For Reaching Audiences

Source: Transit Cooperative Research Program

Example of updates for schedules and services

Background

• Example of public information

Background

• Example of fun and entertainment

Background

Pet Peeves Etiquette Campaign (November 2011)• 12-day battle of the pet peeves• Page visited more than 18,000 times• Grew audience reach (2,500 before campaign to 4,600+ today)

• Example of customer and policy engagement

Background

Best Practices

• Key best practices put forward by interviewees and complimentary research included:– Establish your fundamentals– Walk before you run (pilot projects)– Accuracy and timeliness is critical for transit– Keep social media in perspective– Consider organizational impacts– Identify what the costs are– Establish your voice– Listen carefully to your followers

Best Practices

• Case Study: BART (Bay Area Rapid Transit)– Uses blog, Facebook, Twitter, You Tube, Flickr,

LinkedIn and Foursquare– Twitter used primarily for customer communication

and service updates– YouTube provides story telling and how to vignettes– Blog is used for longer feature pieces– Uses social media to push people back to website,

which is the primary foundational communication tool

Best Practices

• Case Study: BART (Bay Area Rapid Transit)

Best Practices

• Case Study: BART (Bay Area Rapid Transit)

Best Practices

• Case Study: BART (Bay Area Rapid Transit)

- Communication Goals and Considerations• Be more approachable and achieve two-way

communications• Reposition the brand (not just a utility) • Provide timely and accurate updates to customers• Manage resources effectively • Put fundamentals such as trip planning tools, transit

advisories, web assets and email alert features in place before moving to social media

Best Practices

• Case Study: BART (Bay Area Rapid Transit)

- Best practices and recommendations• Keep social media in perspective• Get the fundamentals in place • Find the right voice and tone (business-like but

approachable)• Manage your resources (you can’t answer every question,

respond to themes and develop responses to common transit issues)

• Acknowledge mistakes and own up to missteps in social media

Best Practices

• Case Study: TransLink – Uses blog, Facebook, Twitter, You Tube, Storify,

Foursquare– Social media linked to becoming more customer

focused organization and in preparation for the 2010 Olympics

– Twitter is a critical channel for customer service with more than 20,000 followers (one of the strongest followings in the region)

Best Practices

• Case Study: TransLink – Developed a dedicated Twitter/social media customer

service team in addition to blogging and social media staff

– Established strong growth in service by twitter in less than a year

– Blog the Buzzer Blog has established a unique voice and strong niche following among transit enthusiasts; viral grass roots type movements have grown out of this such as the creation of “I Love Transit” week.

Best Practices

• Case Study: TransLink

- Communication Goals and Considerations• Increase customer focus and two-way dialogue• Begin to establish dialogue on policy issues in addition to

service inquiries • Gather important feedback to guide policy discussions and

changes • Establish and grow advocates and ambassadors for transit

and TransLink• Can not “repackage” traditional customer communications

Best Practices

• Case Study: TransLink

Best Practices

• Case Study: TransLink

Best Practices

• Case Study: TransLink

Best Practices