Social media: strategy for engagementStephen Franklin , Metlink Communications Adviser

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

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

Communicating with our customers

• Printed collateral

• Website

• Mobile phone applications

• Social media

• Advertising campaigns

• Community partnerships

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

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

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

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

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

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

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

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

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

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

Social media

• Facebook

• 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

Market Intelligence Review - 5 November 2008

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