Social Media on rails

Wiener Linien

88th Metropolitan Railways

Assembly

10-12 October Tokyo

Why Social Media?

more than 13 Facebook Pages & 68 Groups subject to Wiener Linien

Approx. 10,000 tweets & 687 Youtube-Videos containing the keyword “Wiener Linien

Without official presence from Wiener Linien!

Why Social Media?

User communication predominantly concentrated on operations:

Delays, pricing

Dirt, unpleasant smells, etc.

Requests for help

But also knowledge exchange through existing fan community

Why just watching?

Strategy

We don´t just want to contribute,

we want to lead the discourse

when it comes to Wiener

Linien!

Why is this necessary?

Strategy

Ignorance creates

dissatisfaction, creates a

negative image!

Strategy

So we have to provide the

target group with information

whereever the target group is

located!

Operative Implementation

Online since mid-March:

more than 14.000 Facebook-Fans

more than 800 Twitter-followers

over 26.000 views of our Youtube-Video Uploads

Operative Implementation

Facebook: 2-3 posts/day (news, look behind the scenes, competitions & offers)

Twitter: continous notifications (news, operational info, look behind the scenes)

Youtube: content provider for Facebook & Twitter

Facebook – Information

Wiener Linien: The O, 18 and D lines are back up and running on their usual routes. Take a look at the work our team put in over the weekend so that the lines were back to being fully operational as quickly as possible: LINK

Facebook- Look behind the scenes

Wiener Linien: As we’ve already announced, the U6 will be operating a full service again from next Monday (29th August). The renovation work at the Josefstädter Straße station has progressed to a stage where trains can now once again travel through the station. The Burggasse and Thaliastraße stations are now open again to passengers and trains are once again able to stop there. As of 29th August, the “E” replacement service will no longer be operating.

Facebook- Competition & offers

Wiener Linien: Our summer photo contest is over and the winners have been selected. You submitted loads of fantastic pictures. We’ve created an album as a little reminder. Thanks again to all who participated - we’re looking forward to the next contest!

Wiener Linien: We are busy putting together the surprise package for the winners of our “Look behind the scenes” competition. Here’s a quick look at them, before we carry on packing The packages will be on their way to you today, but we still don’t have confirmation from some of the winners. So, check your e-mails and you’ll have until the end of this week to respond, otherwise the unconfirmed prizes will be awarded to other people.

Facebook- Fangating

Wiener Linien: More than 12.000 Fans in 6 months. We THANK you all for your enthusiasm, your interest and participation around your page. Because we´d like to give you something back, we give you the opportunity to see your face on the first Facebook-Tram in Austria. From November the tram will be en route trough Vienna. You´ll find the Information and possibilty to participate here: http://www.facebook.com/wienerlinien?sk=app_154599341278042

Facebook- Responding criticism

Ana Lakic: What’s the problem with the U6 now?? It’d be better if you just shut the line down, at least then we wouldn’t have to get annoyed about it on a daily basis (because there are delays again)…And announcements that people can actually understand would also be useful!!

Wiener Linien: Dear Ana, unfortunately we had a defective train on the U6. Now everything is back to normal though. It always takes a bit of time until the normal service is back up and running. We are sorry if you had to wait a little while.

Twitter - Information

Due to an incorrectly-parked car around the area of Gersthofer Straße, trains on line 41 cannot continue towards Schottentor.

Twitter – Look behind the scenes

A look at Josefstädter Str. yfrog.com/kh9hjuj. As of Mon. 29.8 the U6 will be back as usual: bit.ly/oC5aMH

Twitter – Integration with Facebook

Our Facebook photo contest has closed, the users have voted. This is the winning photo: yfrog.com/hojt7owij Congratulations!

Twitter – Interaction with other users

fg

1/2 Disruption is never optimal. We know that. But to talk about a mega-fail day… @Svejk @sexpriv_at @davidneuber @gueffel

2/2 …after a delay of 20 minutes is a little over the top ;) The lines were diverted, by the way @Svejk @sexpriv_at @davidneuber @gueffel

Youtube – Content provider

A look at Tramwaytag 2010

Youtube – Interaction

CommissarMonkey: Ah, thanks. The “Wien jagt Mister X” video is awesome.

Wienerlinien: The channel is managed by Wiener Linien employees.

CommissarMonkey: Is it just one person who runs this channel? Or is it a group of people together?

Weinitzen: Hi Wiener Linien. Thanks for favouriting one of my videos!

Crisis Management

No censoring of critical and/or negative posts

Do not react rashly

Clarify circumstances

Assist users

Be honest – admint mistakes

Don´t feed the trolls

Results

We have a direct influence on what is being said about us

We reach a large majority of our terget group with just one post

We can deal with requests & clear up misunderstandings

Results

Last but not least:

We achieve a positive image & increase customer satisfaction!

FINAL SLIDE

Thank you for your attention!