Using Social Networks for Public Transportation · Web 2.0 & Social Media: What Is It? The term Web...
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Using Social Networks for Public Transportation Dr. Wolfgang Backhaus Rupprecht Consult GmbH, Cologne, Germany Smart and Healthy Municipal Public Transport Pilsen, Czech Republic, 9 - 10 April 2013
Transcript of Using Social Networks for Public Transportation · Web 2.0 & Social Media: What Is It? The term Web...
Using Social Networks for Public Transportation
Dr. Wolfgang Backhaus Rupprecht Consult GmbH, Cologne, Germany
Smart and Healthy Municipal Public Transport Pilsen, Czech Republic, 9 - 10 April 2013
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Rupprecht Consult - Who we are and what we do
Rupprecht Consult - Forschung & Beratung GmbH is a fully independent private research and consultancy company, based in Cologne since 1996. Focused on EU mobility projects and active in …
Project development: identification of partners & funding sources, proposal preparation, negotiation
Project management & technical coordination
Socio-economic impact evaluation and process evaluation
Market research & good practice studies
Training & knowledge transfer
Dissemination of project results & take-up support • CARAVEL • METEOR • MOBILIS • CATALIST • ELAN • DYN@MO
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Digital Natives – Who are they?
Digital Natives – Who are they?
Digital Natives:
Have grown up with digital technology
View digital technology as ubiquitous and natural
Use digital technology interactively and individually
Digital Immigrants
Have not grown up with digital technology
Adapt themselves to the digital environment consequences on information search, reception and processing
Digital Natives - A New Mobility Behaviour?
more time for media-usage: 18-21 year-old spend 14,1 hours a week on average online
22-25 year-old spend 14,7 hours a week on average online
declining emotional connection to the car, while other status symbols are increasingly important (e.g. smart phones)
assessment of climate change as a big or very big problem of 76% of young people aged between 12 and 25 years – thus:
52% want to save energy in everyday life
44% want to ride by bike instead of car
Bike sharing
(E-)car sharing
mobility sharing Electro scooter
Segway
Bike, pedelec
My mobility – on the spur of the moment: new combined transport offers
Micro-Mobility Public Transport Vehicle-Sharing
• Public Transport as „backbone“ of
transport chains
• Micro-Mobility & Vehicle-Sharing to
complete start & end mile
Trains, trams, (trolley-) buses …
Source: Spath, IAO, 2011
Digital Natives - A New Mobility Behaviour?
Digital natives – how to reach them?
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Provide them their “natural environment” & incentives!
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Web 2.0 & Social Media: What Is It?
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content (UGC) in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them.
Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services Source: Wikipedia
Web 2.0 & Social Media: What Is It?
Web 2.0 means:
Communicating (Texting, Twitter)
Socializing & sharing (MySpace Wikis, Youtube, Flickr, blogs)
Buying and selling (eBay)
Collecting & Archiving (Delicious, Google Doc)
Creating (Flash)
Meeting (Skype, ePal, Second Life)
Coordinating (Wikis, ePal)
Searching (Google, subscribed search)
Reporting (camera phones, Youtube)
Learning (searching, gaming, multi-tasking)
Web 2.0 & Social Media: What is it good for?
To create an image & increase brand awareness
To attract attention & generate „online-talk“
To “spread” information about products/ services
To improve customer relationship
Web 0.5
Web 1.0
Web 2.0
Marketing approach Implementation Communication goal
Company focus
Customer focus
Prosumer focus
Text
Factual information
Text & pictures
Multimedia
Information & attractiveness
Attractiveness & image
Web 1.0 – Some Examples
Web 1.0 – Some Examples
Web 2.0 & Social Media: Facebook
74 language versions
German version: 17,6 Mio user
71,2% of all 18-24 years old use facebook
facebook.com Most popular site on the web
1.01 billion monthly active users ( +28% to 2011) 604 million mobile monthly active users (+61% to 2011) Facebook accounts for 1 out of 5 page views of the web
Source: Techcrunch.com (2013): http://techcrunch.com/2012/10/23/facebook-announces-monthly-active-users-were-at-1-01-billion-as-of-september-30th/
Web 2.0 & Social Media: Relevant communication channels!
Source: Garys Social Media Count
Do you want to read or see this about your products or services?
Web 2.0 & Social Media: The other side of the coin!
Web 2.0 & Social Media: A new complexity!
The classical marketing funnel does not apply to Web 2.0
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Facebook & Public Transport – Some Examples
Facebook & Public Transport – Some Examples
Facebook & Public Transport – Some Examples
Facebook & Public Transport – Some Examples
Facebook & PT – Some Examples
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Apps: Mobile First
Apps: What is that?
Small software applications specifically designed for smartphones, tablets and other mobile devices
Usually distributed through different platforms for each operating systems
Use different kind of data: GPS-Signal, internetdata, data stored locally on the smartphone
Intuitive handling with a flat learning curve for the user
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Apps: Mobile First
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
„After the mainframes there were the PCs and now there are the mobile phones. Because of this, at Google we say from now on: mobile first.“
Eric Schmidt, Google CEU, Mobile World Congress 2010, Barcelona
Apps: Mobile first
Source: BITKOM (2012). „Hochwertige Smartphones werden Standard“ http://www.bitkom.org/de/presse/74534_73193.aspx
Smartphone Sales in Germany
70% of all sold mobile phones are smartphones
Sales rose in 2012 by 43% to 23 Million units
Smartphones account for 93% of the total mobile phone market
Apps: Mobile First
Passengers want their problems solved, when they arise :
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Will I be able to catch my connections?
Where and to which line do I have to change?
When do I have to leave the house?
Which mode of transport can I use?
Where is the next stop?
Where am I?
Which alternative routes are avalaible in case of a delay?
Where do I have to get off?
Which kind of ticket is the right one?
Where can I buy a ticket?
Do I have enough small change?
Route maps, timetables, street maps, Orientation, Information, ticket purchasing, Entertainment at hand!
Apps: Mobile First | Some Examples
Mobile Travel Information Services
Mostly as electronic journey planner and timetable information on smartphones
Provides timetable information for each stop/station directly onto the smartphone using real-time data (if available)
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Apps: Mobile First | Some Examples
Apps which facilitate the usage of public transport
Source: Stern, K. (2010): Seamless Passenger Information, IT-Trans 2010, Karlsruhe
Apps: Mobile First | Some Examples
Extension of existing journey planners – individual intermodal navigation
Intermodal journey planning (by car, foot, public transport and bike) taking into account… Time and costs
Environmental impact
Comfort and safety
Number of interchanges and changes of transport mode
Attractiveness of selected route and customer preferences
…integrated into one single
navigation software
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Apps: Mobile First | Some Examples
Extension of existing journey planners – individual intermodal navigation
Biggest Challenges:
Provision of real-time intermodal journey data during the trip in order to enable a true intermodal route guidance system
Possibility of e-ticket purchase has to be realized
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Apps: Mobile First
Challenges concerning Mobile Travel Information Systems
• Availability of high quality, real-time public transport data
• Creation of inter-regional data-pools
Data • Standardized interfaces to facilitate
data exchange between different systems
• Reasonably priced map data and PoI-information
• Operation can be very cost-intensive (data volume, communication etc.) --> has to be beared by the TPO
Costs and Operation • Ongoing updating and maintenance of
content • Costs for marketing • Compatability with multitude of devices • Flate rates for mobile data leads to
increased customer acceptance
Source: Stopka (2011). „Mobile Kundeninformation, Navigation und Apps im ÖPNV – Potenziale, Markdurchdringung und Kundenakzeptanz“
Structure
Rupprecht Consult - Who we are and what we do
Digital Natives – Who are they?
Social media & Web 2.0
Facebook & Public Transport
Apps: Mobile First
Conclusion
Conclusion I
In 2020 the net generation and digital natives will represent approx. 50% of potential customers of public transport.
Web 2.0 & social media are communication channels to reach these customers.
Interaction and relationship marketing will have an even greater relevance in the future. Social media connects people, messages and facilitates interaction.
The principle of a centralized “transmitter” is outdated. Anyone can be an author. Consumers become “prosumers”!
The relevance of content is crucial to the success: provide convenience, entertainment & benefit!
Conclusion II
Don‘t reject complexity but integrate it – prosumers are welcome!
It‘s a change in communication with your customers – be prepared (have a communication strategy)!
It needs time and budget!
But: Only to rely on the Internet, is the wrong way – it needs cross-media approaches.
Success of mobile applications in public transport depends substantially on the user experience and customer benefit.
Successful public transport apps provide the customer with intelligent options and added value (context-sensitive, personalized, intermodal)
Web 2.0 & Social Media
“We don‘t have a choice on whether we DO social media,
the question is how well we DO it.“
- Eric Qualman
American author of Socialnomics: „How Social Media Transforms the Way We Live and Do Business“
Thank you for your attention!
Dr. Wolfgang Backhaus Rupprecht Consult – Forschung & Beratung GmbH
Clever Str. 13 - 15, 50668 Köln
Tel 0221/ 60 60 55 – 19
www.rupprecht-consult.eu
