Social media strategy
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Transcript of Social media strategy
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!