transloc marketing - twitter for transit agencies
TRANSCRIPT
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WEBINAR SERIESNicole Guernsey, Brand & Media Specialist
Nout Boctor-Smith, Marketing Specialist
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WHY USE SOCIAL MEDIA?
One of the best ways to reach your passengers and potential passengers is through social media.
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1. Engage customers
2. Keep stakeholders updated
3. Allow customers to bypass agency bureaucracy
4. Appear more “hip” when communicating with a large student population
5. Reach people where they are already are
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5 CATEGORIES OF SOCIAL FOR TRANSIT
1. Timely updates—Share real-time service information and advisories with riders
2. Public information—Provide the public with information about services, fares, and long-range planning projects
3. Citizen engagement—Interactive aspects of social media provides an informal way to connect with customers
4. Employee recognition—Recognize current outstanding workers and recruit new employees
5. Entertainment—Display a personal touch and entertain riders through songs, videos, images, and contests
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“ALL [SOCIAL MEDIA CHANNELS] CAN HELP AGENCIES PERSONALIZE WHAT CAN OTHERWISE APPEAR LIKE A FACELESS BUREAUCRACY.
– Susan Bregman, The Transit Wire
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HOW EFFECTIVE IS IT?
58%very effective
Communicationwith current riders
58%effective
Agency Imageimprovement
55%effective
Customer Satisfaction
improvement
>50%effective
Reaching All Constituencies
Agencies rated the effectiveness of social media toward various goals:
Minorities especially rely on smartphones for internet access & rate the need for agencies to be active on social media the highest
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SOCIAL MEDIA CHANNELS
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“SOCIAL MEDIA CAN ACT AS A MONITORING TOOL… AND EVEN INCREASE TRUST BETWEEN PASSENGERS AND AGENCIES.
– Tod Newcombe, Government Technology
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SOCIAL LISTENING
• Gain valuable insight
• Gauge community sentiment
• Inform planning strategies
• Better influence your audiences
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WE’RE HERE TO TALK ABOUT twitter
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WHY TWITTER?
• All of the top 50 transit agencies and 98% of State DOTs use Twitter
“If planners seek to support strong public transit systems as a key element in building equitable and sustainable communities, they should encourage positive public sentiment about the service, in part by encouraging public transit agencies to use interactive social media approaches.”
-Lisa Schweitzer, University of Southern California
• Yet, the sentiment surrounding public transit on Twitter is overwhelmingly negative
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TWITTER BASICSBasic vocabulary:
• “handle” = username
• “follow”
• “mention” = user mentions your handle
• “reply”
• “retweet” = user shares your tweet
• “direct message”
• “hashtag” = # (i.e., #publictransit or #WMATA)
For more information, check out this great resource on Twitter for Beginners from Mashable:
http://mashable.com/2012/06/05/twitter-for-beginners
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ANATOMY OF A TWEET
Twitter username and handle
Favorite this tweet
Retweet (2 users have retweeted this)
Reply to this tweet
Click here for more options
Time of tweet
User profile image
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ANATOMY OF A TWEET
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ANATOMY OF A TWEET
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ANATOMY OF A TWEET
Original tweet
User that retweeted a tweet
User that replied to this retweet
Replied to both twitter users (via mentions)
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DIVERSE CONTENT
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TWITTER BASICS
• www.twitter.com
• 3-5 tweets per day, plus conversational interaction
• Peak time to post for important announcements: 12-1pm
• 70-100 characters (140 character max)
• 1-2 hashtags
• Use images as much as possible
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JOIN THE CONVERSATION.
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TAKE CHARGE AND PARTICIPATE
• Acknowledge riders' frustration
• Educate about root causes
• Be conversational
• Be personable
• Use humor when appropriate
• Respond, respond, respond
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SOCIAL MEDIA TOOLS
Free social media tools to assist you with tracking, scheduling, and creating images:
• bitly.com
- link shortening and tracking
• hootsuite.com
- social management and scheduling
• canva.com
- images and design
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MAKING YOUR LIFE EASIER
Social traffic and referrers
• bit.ly is a link shortening tool that allows you to track social traffic
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MAKING YOUR LIFE EASIER
Social traffic and referrers
• bit.ly is a link shortening tool that allows you to track social traffic
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MAKING YOUR LIFE EASIER
Social Accounts
• Hootsuite is a free tool that allows you control all your social media in one place.
Scheduling Options
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MAKING YOUR LIFE EASIER
• Canva is a free design tool enabling you to add pizazz without having a graphic designer on staff.
Pre-sized Media Options
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WHY?
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“WHY FEED THE TWITTER TROLLS”
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“WHY FEED THE TWITTER TROLLS”
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More available at http://gizmodo.com/i-would-like-to-buy-a-drink-for-the-poor-soul-who-ran-t-1765477706
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FOLLOW US:twitter.com/transloc – @transloc
facebook.com/transloc – @transloc linkedin.com/company/transloc – @transloc instagram.com/transloc_inc – @transloc_inc
Contact us – [email protected]
QUESTIONS?
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SOURCES AND RESOURCES• Antrim, A. (2013, April 8). Getting real about the utility of social media for public transit. Retrieved April 19, 2016, from http://trilliumtransit.com/2013/04/08/social-media-analyzed/
• Bregman, S. (Ed.). (n.d.). TCRB Synthesis 99: Uses of Social Media in Public Transportation - A Synthesis of Transit Practice (Research Sponsored by the Federal Transit Administration in Cooperation with the Transit Development Corporation). Transportation Research Board. Retrieved April 19, 2016, from http://onlinepubs.trb.org/onlinepubs/tcrp/tcrp_syn_99.pdf
• Kaufman, S. M. (2014, February). Co-Monitoring for Transit Management [Scholarly project]. In NYU Wagner School. Retrieved April 19, 2016, from https://wagner.nyu.edu/rudincenter/wp-content/uploads/2014/02/CoMonitoringForTransit_web.pdf
• Keatts, A. (2016, January 19). Why Transit Agencies Should Feed Twitter Trolls. Retrieved April 19, 2016, from http://urbanedge.blogs.rice.edu/2016/01/19/2048/#.VxEhgBMrKuU
• Marshall, A. (2015, February 16). How Public Transit Agencies Deal with All Your Angry, Mean, and Terrible Tweets. Retrieved April 19, 2016, from http://www.citylab.com/tech/2015/02/how-public-transit-agencies-deal-with-all-your-angry-mean-and-terrible-tweets/385373/
• Newcombe, T. (2015, March 30). Social Media Keeps Transit Agencies Informed About its Riders. Retrieved April 19, 2016, from http://www.govtech.com/dc/articles/Social-Media-Keeps-Transit-Agencies-Informed-About-its-Riders.html
• Patterson, M. (2015, May 04). Social Media Demographics for Marketers. Retrieved April 26, 2016, from http://sproutsocial.com/insights/new-social-media-demographics/
• Poston, B. (2016, March 18). With its back against the wall, BART tweets like a boss. Retrieved April 19, 2016, from http://www.latimes.com/local/lanow/la-me-ln-bart-twitter-battle-20160318-snap-htmlstory.html
• Raschke, K. (2011, July 24). 41 of the top 50 transit agencies use Twitter. Does yours? Retrieved April 19, 2016, from https://kurtraschke.com/2011/07/transit-agencies-twitter
• Schweitzer, L. (2014). Planning and Social Media: A Case Study of Public Transit and Stigma on Twitter. Journal of the American Planning Association, 80(3), 218-238. doi:10.1080/01944363.2014.980439
• Starcic, J. (2015, May 20). How Transit Agencies Can Manage the "Blizzard" of Negativity on Twitter - Mobility Lab. Retrieved April 19, 2016, from http://mobilitylab.org/2015/05/20/how-transit-agencies-can-manage-the-blizzard-of-negativity-on-twitter/