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HOW SOCIAL MEDIA ENABLED TfL TO SUPPORT A GREAT GAMES AND KEEP

LONDON MOVING

Stuart RossDirector of News, Transport for London

27 September, 2012

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INTRODUCTION AND CONTENTS

Games Transport and Comms challenge Get Ahead of the Games campaign Use of Social Media:

Ahead of the Games During the Games In legacy…

Social media driving the news agenda Success and Legacy

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THE LONDON 2012 TRANSPORT CHALLENGE

• Britain's 'largest peacetime logistical exercise’

• Olympic Games equivalent to 26 simultaneous world championships

• 9 million Olympic Games spectators

• 2 million Paralympic Games spectators

• Almost 300,000 athletes, media, officials & other ‘Games Family’ members and workforce

• All spectators to take public transport, walk or cycle

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GAMES TOOK PLACE IN HEART OF LONDON

Wembley ArenaWembley Stadium

Wimbledon

CENTRAL ZONEEarls CourtLord’s Cricket GroundHyde ParkHorse Guards ParadeThe Mall

OLYMPIC PARKOlympic StadiumAquatic CentreOther Park venues RIVER ZONE

North Greenwich ArenaGreenwich ParkThe Royal Artillery BarracksExCeL

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DIFFERENT GROUPS / AUDIENCES – COMMUNICATING AND TO

ENGAGE WITH

Games Family Spectators

Tube users

Businesses

Drivers Walkers and cyclists

Bus users

Mobility impaired people

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ALL PARTNERS WORKING TOGETHER TO MEET GAMES

TRANSPORT CHALLENGE• Throughout, we had twin objectives:

• Deliver a great 2012 Games• Keep London and the UK moving

• London 2012 Games transport strategy had four main elements:• Invest in public transport capacity, reliability

and accessibility• Enhanced public transport – more and later

services• Manage the road network effectively for all road

users• Manage travel demand patterns to keep

London and the UK moving

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THE TRANSPORT DEMAND CHALLENGE

On a normal day, 12 million public transport trips per

day in London

On a normal day, 12 million public transport trips per

day in London

An additional 3 million public transport trips on the busiest days of the Olympics

• Reductions in the volume of normal travel, due to school holidays and travel demand management, offset by increases associated with Games and cultural events

• So congestion likely at hotspots at certain days, times and locations – not across the entire network

• That’s why re-timing, re-routing and changing the way people travelled was so important

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IMPACT ‘AT CERTAIN TIMES AND IN CERTAIN LOCATIONS’ – THE

HOTSPOTSRoads Tube stations

Unaffected Unaffected

70%

65%

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GET AHEAD OF THE GAMES CAMPAIGN

• ‘Get Ahead of the Games’ campaign to communicate directly with Londoners, commuters and people right across the UK

• Information, tips and advice via ads, posters, emails and a new website, Twitter, YouTube and Facebook channels

• To explain how those who live and work in travel hotspots can:

• Reduce• Reroute• Retime• Remode their journeys

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GAOTG CAMPAIGN PHASES

S t a g e 4:

T r a n s i t - i o n

S t a g e 1:

R a i s ea w a r e n e s

s

Phase 3:

Activate

options

Olympic Games Day 1

S t a g e 2:

E x p l o r e

o p t i o n s

S t a g e 3 :

A c t i v a t e

o p t i o n s

S t a g e 3:

A c t i v a t e

o p t i o n s

Paralympic GamesDay 1Jan-Mar Apr-Jun

July

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GAOTG HUB WEBSITE

@GAOTG Twitter and other social

media channels

integrated with

campaign website

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DETAILED INFORMATION ON PUBLIC TRANSPORT HOTSPOTS…

Public transport ‘hotspots’

identified for each day of Olympic and Paralympic

Games. Click for more info

and travel advice

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…AND ON THE ROAD NETWORK– PLAN AHEAD TO AVOID DELAYS

Road transport hotspot areas also identified

with ‘avoid’ and ‘expect delay’ message to encourage

people to plan ahead

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GAOTG SOCIAL MEDIA CHANNELS

GAOTG Facebook Page: Simple presence to provide GAOTG news and info

GAOTG YouTube channel: To amplify video content, ads and engage audience Boost PR campaign and provide easily accessible content for

media

@GAOTG: Key campaign tool – distribution of messages, news and

campaign content Ahead of the Games – Continuous stream of information on

how to plan ahead and links to website, YouTube During the Games – information on key ‘hotspots’ to avoid

each day and real-time travel info and advice

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TfL SOCIAL MEDIA CHANNEL SUMMARY

TfL Facebook Page – News and information about TfL and current campaigns

TfL YouTube channel – Repository for campaign videos, information films and ads

TfL Twitter channels: @TfLOfficial: PR and news management @TfLTravelAlerts: Real-time Tube, DLR, London Overground @Centralline... Line-based channels for all TfL rail lines @TfLTrafficNews: Real-time road travel info @BarclaysCycle: News and info – eg suspended docking

stations – for Barclays Cycle and Superhighways @TfLTPH: Taxi and Private Hire – stakeholder comms

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TfL TWITTER CHANNEL SUMMARY

Plus

@aotulondon

@ltmuseum

@report_it

@tfl_jobs

@tfltph

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GAMES-TIME SOCIAL MEDIA CHANNELS

COMMUTER

SPECTATOR

LONDONER

BUSINESS

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COORDINATION AND CROSS-PROMOTION OF CHANNELS AND

CONTENT

Get Ahead of the Games

•Help and advice on how to plan travel during the games (background

demand)

Get Ahead of the Games

•Help and advice on how to plan travel during the games (background

demand)

London 2012

•Help and information on getting to the Games (spectator)

TfL / BBC / Highways Agency

•Information, notice of disruption / planned works

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PRE-GAMES – SOCIAL MEDIA (1)

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PRE-GAMES – SOCIAL MEDIA (2)

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PRE-GAMES – SOCIAL MEDIA (3)

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TfL GAMES-TIME COMMUNICATIONS

Games-time communications: Twice daily press notices (7am & 2pm) Daily Metro content (5am) Daily customer emails (2pm)

Public transport users (approx. 2m recipients)

Roads users (approx. 1m recipients) Daily station posters (3.30pm) Daily business bulletin (5pm) Twice daily stakeholder bulletins (11am &

4pm) Regular Tweets (TfL & GAOTG) Ongoing online content and Journey

Planner updates

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DURING THE GAMES –REAL-TIME TRAVEL INFO AND

ADVICE

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SOCIAL MEDIA DRIVING THE NEWS AGENDA

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YAMMER FOR EMPLOYEE SOCIAL COMMS

• A ‘sea of magenta’ so that staff, volunteers and signs all easy to identify

• 3,500+ TfL office staff worked as Travel Ambassadors (TAs) on transport network

• Equipped with iPads or iPhones to relay real-time travel information to passengers

• TfL used social media site ‘Yammer’ to create community for staff to share experiences and tips

• 11,309 messages posted by 2,104 members

• 7,243 relationships and 98% support for TAs

• Key search terms included:• #celebspot• #stratford• #gla pods• #first shift

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GAMES-TIME SOCIAL MEDIA MANAGEMENT MODEL

TfL Press Office

TfL Customer

Experience

GAOTG ‘Hub’

2012 Transport Coordination

Centre

TfL Operational Control Centres

LU DLR LO

Bus

Street

London 2012

@BarclaysCycle

@TfLOfficial

@EmiratesAirLDN

@TfLTravelAlerts

@TfLTrafficNews

@Centralline

@GAOTG

@London2012

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GAMES SOCIAL MEDIA SUCCESS (1)

@GAOTG

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GAMES SOCIAL MEDIA SUCCESS (2)

Total of 43,638 mentions on Social Media between Jan 1st-Sept 13th

Understandably, Twitter dominates

Get Ahead of the Games

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GAMES SOCIAL MEDIA SUCCESS (3)

@GAOTG

@TfLOfficial

Huge peak in Twitter mentions at Games time

Average seven mentions per hour Jan-Sept

More consistency for @TfLOfficial over the period of Jan-Sept having already been established as a well known Twitter handle for commuters

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GAMES TRANSPORT SUCCESS

Tube and DLR carried record numbers – up 35% on normal summer levels

Tuesday Aug 7 busiest in Tube history – 4.57m in one day

Record Barclays Cycle Hire figures – 1m hires in July, 47k on 26 July

West End Tube station footfall up by average 7% year-on-year

Around one third changed their travel

Central London traffic down 15% Huge crowds for road events

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POST-GAMES – TfL / GAOTG SOCIAL MEDIA CHANNELS IN

LEGACY Get Ahead of the Games campaign

ended following Paralympics Website remains ‘in legacy’ until end

2012 But don’t want to lose the 60k Twitter

followers who benefited from travel advice

So @GAOTG sought to migrate them to @TfL... channels and other operators

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THANKS FROM HAPPY CUSTOMERS…

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TFL TWITTER CHANNEL FOLLOWERS

Social Media Feed Followers Notes

@tflofficial 45,600

@tfltravelalerts 14,900

Total of all line feeds 51,875 14 lines including LO, DLR, Trams

@tfltrafficnews 19,300

@tflbusalerts 2,279 Not promoted yet

@EmiratesAirLDN 1,375 Not promoted yet

@barclayscycle 6,942

@tfloyster 2,231 Not promoted yet – customer service

@tfltph 1,902 Stakeholder feed

TfL Facebook 4,153 Not promoted yet

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LESSONS LEARNED AND LEGACY

Social media an essential part of TfL / GAOTG campaign, news and information tool – ahead of and during the Games

YouTube ideal for ‘rich’ campaign content, promoted via web, email and all social media channels

Twitter an essential real-time information and news management tool – monitoring is vital

Social media management model with effective operational links vital to verify facts and quickly dispel myth and rumour

Employee social community built through Yammer encouraged staff to build and share experiences, tips and information

Ensure you have ‘rules of engagement’ in place – how will you respond to incidents, requests for info… or abuse

Even via social media, customers prefer real-time information delivered by humans and with humour!

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Questions

@stuartross73

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SOCIAL MEDIA AND ITS INVOLVEMENT WITH THE

OLYMPICS AND PARALYMPICS

Craig Spence Director of CommunicationsInternational Paralympic Committee

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OBJECTIVES

• Half a million visits to paralympic.org

• Raise the profile of 45 IPC Ones to Watch

• Dovetail with wider media strategy

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PARALYMPIC.ORG

Activity included: TV Channel

780 hours of live sport 5 channels SMART player 24 hours a day

News Service 20 writers 50 stories a day Sport previews, reviews

and features

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Activity included: Uploaded 1,000 hours

of video on demand including Ceremonies

24 hour a day operation

All meta-tagged and linked to Facebook fan pages and tweeted to athletes

Playlists created

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FACEBOOK

Activity included: 3 IPC fan pages and 45

athlete pages Stories from

paralympic.org Status updates Photos – Pic of the day Watch me live! Videos on demand Press Cuttings

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SAMSUNG BLOGGERS

Activity included: 45 athletes blogging

from behind the scenes 650 videos uploaded in

11 days Content linked to all

social channels starting with fan pages

Opening and Closing Ceremony ‘exclusives’

Share with broadcasters

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@PARALYMPIC

Activity included: No blueprint Ones to Watch

authorised pre-Games Links to stories, photo

galleries, VoDs Tweets to athletes

about live coverage Media statements Inspiring lines!

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RESULTS

paralympic.org 1.9 million visits 250,000 live views of Closing Ceremony Top 5 – UK, USA, Germany, Poland, Canada

Facebook 3 IPC fan pages grew 125% Athlete pages up by 1,300% on average Jonnie Peacock – up 3,258% Jason Smyth – up 2,174% 82.1 million views from 24 million users Top 5 – USA, Italy, France, UK and Canada

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RESULTS

Twitter @ paralympic up 50% 1.5 million ‘Paralympic’ tweets Jonnie Peacock up 1,305% Hannah Cockcroft up 381%

You Tube 9.9 million views of Video on Demand 550,000 views of Closing Ceremony 300,000 views of Samsung Bloggers

Google+ 49,000 Flickr 56,000

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Questions

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Next Social Summer Sessions:

Thursday 11 October – Will 4G just be more of the same, or actually change behaviours? – Ben Scott-

Robinson, Executive Creative Director of EMEA for Joule Worldwide, WPP's mobile agency

Tuesday 23 October – Media Relations Modernised – Adam Parker, chief executive of RealWire