Hearty Welcome to a presentation on

www.ksrtc.in

KARNATAKA STATE ROAD TRANSPORT CORPORATION

To create visibility and awareness about the brand,

To provide consistent online presence for KSRTC,

Expand Online Reach & Brand Awareness,

Enhance & Manage Online Reputation of KSRTC,

Create Better Customer Relationship with Commuters,

Robust Brand Monitoring,

Engage Commuters in Social Media,

Feedback Management,

Promote Offers,

Increase Traffic to KSRTC Website,

Increase Page Rankings in all Popular Search Engines through SEO.

Digital Media introduced to improve the presence in Online Media/Network, Social Media, search

engine and aggregator network such as

Revamping of Website to create User Friendly Interface for Online users.

Website Campaign to promote new services or scheme.

Social Media Marketing to feedback management and engage commuters.

Search Engine Optimization to increase page rankings in all popular search engines.

Email Campaign to promote offers and to create bonding with KSRTC.

Google AdWords Campaign to create awareness globally about KSRTC services and offers.

CRM with Call Centre to create Better Customer Relationship with Commuters.

Loyalty Scheme for retainship of Online users.

Website is the prime channel for communication and has become mandatory for any sort of business process.

It is the via media for the public to get to know more information about operations or services offered.

Objectives

The popularity of the KSRTC is increasing day by day, as per Google Analytics www.ksrtc.in is the most popularsurface transport website in India.

So far, around 2 crores visitors have visited KSRTC website. KSRTC has over Twenty lakhs registered users till dateincluding those residing in other countries. Passengers not only in India, but also passengers spread all over theworld visiting India are booking their seats through our website.

Dynamic service search facility provided to the passenger to know more about service availability, types ofservices, arrival and departure timings etc.,

Website Campaign

Bringing up Banners on the website

Campaign on Premium services- with time tabledownload option

Special service campaign

New service Introduction campaign

Occasion – New year, Diwali etc., campaign

www.ksrtc.in

Map based Dynamic service search for premium segment services to provide the real timeinformation to the passengers.

It displays route schedule, number of services, timings, via place, journey hours and other travelrelated details.

Map Based Service Search

Located all the KSRTC reservation counters on Google maps to provide complete details of the locationof ticketing counter to the passenger.

Through this facility passenger can get the details including Contact Name, Postaladdress, Landline, Mobile number etc of the counter.

Around 600 Ticket counters are located in the map.

Map based locators

KSRTC provided website in both Kannada and English languages.

Kannada Website

Objectives:

To communicate effectively with the online users.

To expand Online Reach, Brand Awareness

To Create Better Customer Relationship with Commuters.

To create strong online media presence

To bring positive change in customer attitude and interest inusing KSRTC

Interactaction with commuters

SMM networks/channels are :

Twitter- http://twitter.com /KSRTC_Journeys,

Facebook- http://www.facebook.com/KSRTC.Karnataka

Linkedln,

Orkut,

Youtube

Google Plus etc.,

Benefits:

Helped to Increase Traffic to KSRTC Website,

Promote Offers,

Increase Page Rankings Organically

Feedback Management.

Activities in the KSRTC Facebook:

Wall Posts, Commenting, Photo Sharing, Video Sharing, Q & A, Publish Press Release, Answer

Queries, Tagging, Twitter Tab, KSRTC FBML Tab, NOTES Tab, YouTube Integration, KSRTC iFrame etc.,

Daily around 2500 users and monthly around 3000 users are active in the face book.

KSRTC so far has got 3820 Facebook fans.

Facebook

KSRTC has got around 1405 followers in the twitter account.

Twitter

SEO initiated for enhancing user experience and increase relevancy and rankings on

Search engines(not paid links).

The SEO provides top results to online user on searching keywords related to KSRTC in all

search engines.

To increase traffic to KSRTC, from all possible targeted keywords through organic search

and even through various online promotions for all top keywords and top destination on

both onsite and offsite optimization is initiated.

E-mail campaign is used to reach online users to promote and to create awareness of new services offered.

Addition of new services, facilities and benefits are communicated through this campaign. Season greetings with

offers, monthly newsletters etc., are also sent through this campaign.

Mass email was sent during the occasion of diwali, New Year to promote new/special services operated during

the occasions and also to promote Airavat/premium services & call centre, with download option of time

schedule of the premium service, and also for new loyalty scheme.

Sample designs of email campaign:

The result of the email campaign is as follows:

Campaign SentUnique

views/opensTotal clicks

Website/

booking link

clicks

Social

media

clicks

Happy Diwali 541347 55798 15615 5574 306

KSRTC offers New Airavat Service

and 24/7 enquiry supports665444 61264 22094 10890 110

KSRTC wishes happy new year-2012 730963 46120 3712 2276 1436

KSRTC Prayanothsava - 2012 664978 64535 12627 12528 99

KSRTC started Google adwords campaign on Google Search engine, which displays ads on Google search page as

a sponsored link to the people who are looking for particular services on Google by entering any keyword related

to the product or services.

Google adWords creates awareness globally about KSRTC services and offers on Google search page and also

leads to booking for new users.

No. of campaign 8

No. of keywords 1815

clicks (new visitors to KSRTC website) 1015295

impressions (KSRTC related keyword search on Google search page)

77,18,074

conversions (confirm ticket booked/payment on AWATAR application)

1,30,742

Rs. 520.00 lakhs

Rs. 23.40 lakhs

Statistics as on Feb-2012:

Clicks Impressions Conversions

July 6259 50188 1322

August 37670 464736 5523

September 63799 638138 9706

October 150465 1165906 21597

November 85208 571240 11763

December 199887 1357094 23892

January 257656 2018180 28063

February 214351 1452591 28876

Monthwise Statistics Campaignwise Clicks are as below:

Campaign Clicks

Airavat 525561

General without term KSRTC 96659

KSRTC Maharashtra 17855

KSRTC Bus ticket booking 361130

KSRTC bus ticket booking- Mobile 9619

Online bus ticket Chennai 3625

Vijayawada Bangalore online bus ticket 678

KSRTC Prayanothsava 2012 158

1322

5523

9706

21597

11763

23892

28063 28876

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10000

15000

20000

25000

30000

35000

July August September October November December January February

Conversions

KSRTC initiated Google ads of KSRTC reservation counters on Google places to facilitate users to get

information about KSRTC reservation counters, while searching reservation counters on Google Search

engine.

Clicks impressions

Ad extension - Counter

11196 34120

Call extension – Call Centre

2367 11634

KSRTC successfully implemented Call center to the convenience of

commuters.

It helps commuters to get information or raise their queries,

enquiries or complaints 24*7.

Interactive Voice Response System,

Complaint Registration and Tracking System,

SMS Integration for Enquiry,

Web Integration for Complaint Registration and Tracking System.

Complaints would be registered with a unique tracking number and

the same are sorted out in short time.

30% discount on your 4th travel.

This offer is available for a passenger who books

4 travel tickets using the same user ID (for an e-

ticket), passenger name and the discount is valid

only for a single seat on the fourth ticket.

So Far around 915 beneficiaries availed

discount.

After implementation of Prayanothsava Scheme

Around 29871 new users registered with KSRTC.

(before-1925002, After-1954873)

Booking increased:Online reservation system gained more popularity and enabled users to book a ticket through digital media

system and this has resulted in Revenue & Seats booked growth of the corporation.

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APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB

2010

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Seats Booked - e-booking

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APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB

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Revenue Realized- e-booking

Online Presence increased:

Through Social Media Marketing and CRM Increased online presence and enabled KSRTC for feedback facility.

Feedback facility also enabled KSRTC to improve/provide its best services to public. This has helped KSRTC to

add more number of services as per the public demand based on the feedback.

2008-09: 2250,

2009-10: 2489,

2010-11: 2600

KSRTC patronage customers increased:

KSRTC so far has got 3820 Facebook fans.

KSRTC has got around 1405 followers in the twitter account.

Promotions :

As the regular promotion on news related to service introduction, press releases, tender and notification in

the website/email/AdWords helped KSRTC to improve and add more services to the public. Around 31268

users visited website/tickets booked through the link from email campaign.

Through Google Adwords campaign, about of Rs. 520.00 lakhs of revenue is realized to KSRTC and about

Rs. 23.40 lakhs (4.5% of revenue realized) is saved as franchisee commission.

Previous Now

Visitors – India 68.33 visits 127.43 visits

Visitors – other countries 6.59 lakhs visits 11.4 visits

Visitors overview 74.92 lakhs visits 138.8 lakhs visits

Direct Traffic – visits(after introduction of more features on home page traffic increased)

23.70 lakhs 53.26 lakhs

Referring sites – visits(after SEO implementation traffic increased)

33.25 lakhs 58.46 lakhs

Search engines – visits(after Google Adwords campaign traffic increased)

17.96 lakhs 25.06 lakhs

User Base /Traffic/Traffic Source increased:

Since the coverage is worldwide and gained more popularity in the surface transport. So far, around 2 crores

visitors have visited KSRTC website. KSRTC has over Twenty lakhs registered users till date including those residing

in other countries. Passengers not only in India, but also passengers spread all over the world visiting India are

booking their seats through our website.

After implementation of Prayanothsava Scheme Around 29000 new users registered with KSRTC.

As per Google Analytics Reports