social media in transit
DESCRIPTION
This is a presentation given on May 28, 2014 at the Real Time Passenger Information Conference. It shows the experiences my team and WMATA faced and the steps we took to build a social media program at Metro.TRANSCRIPT
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Assessing How Operators Are Integrating Social Media Into Existing Control Structures
To Determine Optimum Information Levels To Push To Digital Customers
Brian AndersonDigital Communications Manager, WMATA
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introductionbrian anderson, manager of digital communications
began as Social Media Manager, building WMATA’s social program on Facebook, YouTube and Twitter
this is a story of what social means to WMATA, how we got there, lessons learned and thinking about the future
of social in transit
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social @ wmata
twitter @wmata - 61,500 followers
@metrorailinfo - 17,500 followers @metrobusinfo - 4,642 followers
@metrotransitpd - 3,769 followers !
facebook - 7,300 'likes' youtube - 426,000 views
!
ridership total -1.2 million
metrorail - 800,000 people metrobus - 400,000 people
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why social?washington, DC is a strong media market
!social provides incredible source
of intelligence !
keeping pace with new channels for communication
!need a broadcast platform for
WMATA initiatives like our capital rebuilding program -
MetroForward
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social rules at the beginning
internal plan for social different than what riders demanded
social was only broadcast
!service engagement was to help
explain & control message
traditional Customer Service unchanged
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challenges to introducing social capital program re-building effort (MetroForward) was not
showing immediate results in a "right now" world
constant reassurance of service delivery
strong group of extreme advocates
use of initials like ^BA & ^DS individualized responsibility for messaging
one account for everything
inconsistent response hours
inconsistent engagement
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John Hendel, blogger for TBD On Foot, former mobility bloghttp://www.tbd.com/blogs/tbd-on-foot/
“WMATA now needs to tighten its commitment to specific channels and really develop a human, open, and consistent voice that
convinces its riders that the agency is listening and engaged and not entirely a PR flourish.”
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social rules today
four twitter accounts
defined service hours!
more encouragement on human follow up using traditional channels
!goal of delivering consistent, fast,
detailed information
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the social advantage
invaluable ability to provide real-time service updates and feedback through twitter
facebook provides a face to the organization with a chance for Q&A style education in messages &
comments; visual medium
youtube helps riders understand behind-the-scenes rebuilding and other complex WMATA issues
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service information first
"first on twitter" approach to service information during rush hour
programmed tweeting
consistent engagement
mid-day or weekends for visual promotional product
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maximizing social
balance social for your organization
*CONSISTENCY*
develop a plan with strong resources
making social an corporate culture
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what's next?
self-reporting mobile apps
business intelligence analysis
customer profiling in CRM
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