vbb verkehrsverbund berlin-brandenburg gmbh eike arnold, political marketing
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
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VBB Verkehrsverbund Berlin-Brandenburg GmbHEike Arnold, Political Marketing
Markets are conversations
The impact of social media on public transport
(general considerations and EMTA survey)
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Media consumers over the ages: great-granddad, granddad, son and grandson
Newspaper as a key medium Newspaper subscription as a general rule Themes are selected by editors Discussions take place during get-
togethers, in the (local) club, but most of all in bars, pubs and cafés.
Info and arguments from the public retrievable only via readers’ letters
Silver Surfers ca. 1942-1961 An older generation of internet
users,belonging to the “best agers” target group from a marketing perspective, i.e. between
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1920s
1970s A few (media) inform many peopleFrom the 90s: Web 1.0
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Media consumers over the ages: great-granddad, granddad, son and grandson
No newspaper subscriptions as a rule, trend to weekly newspaper or the website version.
Discussions on products and companies, knowledge is available.
Themes are those most discussed on the web. Classical media supplemented by social media,
blogs and forums. Digital immigrants: Adaption from
computers, before 1980: mobile telephones, the internet, video games, in the course of adult life; internet use influenced by altruistic-social values = social responsibility, status, security; focus: communication, transactions, targeted search for information
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Participatory web: many inform many | Web 2.0
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Media consumers over the ages: great-granddad, granddad, son and grandson
A major task in the near future is the developing of systems, which can organise the enormous amounts of data and make them available to individual users in a meaningful manner
Digital natives, grown up with computers, 1980 (at the earliest) - mobile telephones, the internet, video games etc., disproportionate internet use influenced by hedonistic-egoistic values = fun, action, creativity and self-realisation, contacts to others, focus: communication and entertainment
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Those who have grown up today
have not consciously
experienced the pre-internet era.
I’m not the one looking for
information. It’s information that’s looking for me.
Enterprise 2.0 and Web 3.0Facts need relationships Semantic searchExpanded reality
Thousands of billion
gigabytes of information
2010.
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Veränderte Öffentlichkeits-mechanismen: Medienredaktionen fallen als entscheidender Filter weg
Das Netz gibt vor: Orientierung an den Echtzeitthemen der Netzwerkmedien
The web is becoming social: everybody can write, comment, recommend – (partly) publicly.
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Companies: Their image and reputation stand and fall with their web reputation
Not only spectators:From a viewing web emerges a participatory web: commenting, recommending, warning
= active recommendation
by 55 users
= passively viewed: 1,500 users
(hidden)
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Social Media: discussions on Facebook and Twitter influence the formation of public opinion
Twitter by numbers
Twitter web data report the following:
There are ca. 500 million Twitter accounts worldwide
(as of: July 2012)
200 million monthly active users (as of: Dec. 2012)
No. of German-language Twitter accounts: 825,000Source: Webevangelisten
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Facebook by numbers, March 2013Compared to the previous year, Facebook has:…1.11 billion monthly active users (+23%)…751 monthly active mobile users (+75%)…665 million daily active users (+26%)…7.5 million paid contributions (visibility)…1.46 billion US$ turnover in the 1st quarter of 2013 (+38%)…4.5 billion likes per day (+67%)…4.75 billion daily shared contents (+94%)Source: thomashutter
…in addition to countless others, equally aspiring: Google+, Xing, Linked.In, Pinterest, Tumblr, Quora, Instagram etc.
Formation of public opinion and public discussions have partly relocated to the networks.
No prefiltering by newspaper editors. Journalists address themes.
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Why social media in the public transportation network?
For a long time, the major advantage of the car was the sovereignty it provided us with. Whereas in public transport, we often felt helpless and at the mercy of the operator.
State-of-the-art, internet-based telephones give our sovereignty back to us. We have our entire personal environment – in the form of calendar, documents, images, contacts and messages in our own hands. We always know what kind of transport we can use. That feeling of impotence has disappeared.
Moreover, transport systems and companies are no longer enraptured by the world, but communicate fairly via the web media in a partnership of equals.
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
VBB marketing success: Facebook page on school children holiday ticket
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Imagegewinn garantiert.
Erfolg muss sich jedoch auch im
Verkauf widerspiegeln.
Ergebnisse nach dem Sommer.
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Facts: Facebook page on school children holiday ticket“I like”, reach, participation
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287.261
102.325
232.373
Interesting contents determine businessReadiness for dialogue is key
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Facts: Facebook page on school children holiday ticket
The average Facebook user of this product is…
…a female user, aged between 13 and 17, living in Berlin. If she is lives in Brandenburg, she tends to live in an autonomous town.
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Facts: Facebook page on school children holiday ticket
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Regional distribution: focus is where it belongs
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
First S-Bahn channel (unofficial)
Started by a S-Bahn hobbyist S-Bahn messages from
internet presence(delays etc.)
Plus messages from the other Twitterers
Immediately passed on to all subscribers, authentic
Today taken over by the S-Bahn (relinquished voluntarily by S-Bahn hobbyist)
Then some 5,000 subscribers, today around 14,000
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Berlin transport market: BVG “allows Twittering in private”
• Hobby Twitterers even at the BVG, divided according to means of transport.
• Largest communal public transport operator in Germany still without any official activities.
• Nowhere are there more social media users than in Berlin.
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Take over open (“S-Bahn strategy”?)sufficient for such a large company?
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Deutsche Bahn AG (German Rail) Twitter and Facebook channels Customer dialogue supplements information line All others join in reading and learning Customer benefits: time-independent, no queuing “Social control” by the reading and writing of others Commonly expressed similar concerns (“Has my train been cancelled
due to flooding?”) – are accordingly dispensed with.
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Since 13th June 2013 also active on Google Plus and Youtube.
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Quality management: companies are closer to the customer as a result of social media You can say anything as long as you say it in a friendly way. Defects and shortcomings are pointed out to companies at
an early stage, long before they appear in the newspapers Part of quality management and monitoring
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
It often starts unofficially: loyal customers create a company presence (as happened with the S-Bahn)
Contents mainly taken from the company website
Success factor: contents and news value
Companies and products are actively sought in the event of questions
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DB Regio curbing Berlin-Brandenburg marketing
No network-wide contact partner
First provider strategy promising
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Markets are discussions.
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Where there are markets, products and companies will be discussed:
…without these(company not represented)
…or with these(company „represented“).
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Quarterly and annual reports
Strategy and realisation
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Strategic level: company goals
Team
Social media and team manager Organisation in team and company Training: Social media 1x1 Preliminary work and and benefit from specialist
employees
Platforms
Target
groups• Selected by suitability
• Facebook Xing LinkedIn YoutubeTwitter Google+ Pinterest Linked.In
Controlcontent
Performance measurement, adjustment
Evaluation
(Internal)
further tr
aining
External: Response managementInternal: management, generation
and planning of content
• School pupils, tourists, senior citizens, commuters, ticket buyers, journalists, politicians…
• Themes: passenger information, marketing, press…
Advantages and
disadvantages for each
platform? Expense?
Target group?New
developments?
Operative: Every day is different.
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Conclusion: VBB as a framework of transport companies as well as of Berlin-Brandenburg requires a presence in selected network media.
Requirements Strategic planningtarget group analysisCross-cutting issue, single department responsibilityInitial annual budget from 0 to 20,000 Euros plus transport contracts, as appropriate
Benefits VBB brand recognition |
VBB early warning system | Customer information on
an equal footing | Representing public
transportation as a total system in Berlin-
Brandenburg | Marketing | Press | Politics | Sales |
RealisationTeam building
Strategy developmentOperative business plus
further developmentInterlocking of
“external effective” areasPress, information
hotline, marketing, quality scouts
Start initially with the further development of the holiday ticket channel (Facebook) and official activation of a VBB channel on Twitter. Target all relevant channels.
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Participants from the public transport authorities
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Kopenhagen
Prag
Vilnius
Warschau
Budapest
Amsterdam
Barcelona
Turin
London
Helsinki
Wien
Stuttgart
Valencia
Madrid
Paris
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
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Turin, Barcelona, Valancia
Stuttgart, Amsterdam, Prague
Vienna, Madrid, VBB
Helsinki, Vilnius, Paris
Copenhagen, Warsaw, Budapest
London
1-40
40-80
80-150
150-350
500-1500
>1500
Organisation: number of employees
EMTA: hetereogenous field of
members
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Organisation: number of employees
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average: 1,496.81 employees
20000
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Do you have a spokesman-woman, a public relations department, a marketing department, (customer) call centre, passenger information centre or similar departments?
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Marketing; 10
PR; 10
Passenger Information; 11
Other; 3
Other: General Manager, delegation department, communication department
the transport authorities
are similarly organized
Imaginable social media departments:
“Marketing communication dept. uploading
less informal content (games, marketing), at
press communication dept. uploading press
releases and other official material.”
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Do you make a classical internet monitoring?
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Yes; 9No; 5
Sometimes; 2
• Prague• Warsaw• Budapest• Amsterdam• Turin • London • Valencia• Madrid• Paris
Majority thinks that internet
news and dialogues are
important for the company.
“It is one of the
responsibilities of the press
communciations department.”
“We have monitoring that is
prepared by a professional
agency. We define topics and
the agency sends us results.”
“We monitor websites on
relevant articles with name or
organisation and relevant key
words.”
“We have a Google Analytics
account and monitor visits to
our web site on a regular basis.”
“Yes, we got research agencies.”
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Do you have your own blog for comments and criticism?
25
Yes; 3
No; 11
• Prague• Vilnius• Helsinki
Tendency: rising
“Yes, one blog for public
transport and one blog
for other issues.”
“No, comments and
complains are possible
to put your complain on
web site or on our
facebook site.”
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Does your organisation use social media platforms at the moment?
26
Facebook; 11
Twitter; 6
Blog; 3
YouTube; 2
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
To which department does the social media staff belong?
27
social media extends
in all business areas
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Could you tell us about the budget only for social media?
28
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Is it possible to advertise on your web site?
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Yes20%
No80%
public sector; 3
Focus on ownInformation; 2
Focus on PI; 1
indications
rea
so
ns
To advertise something is not desired because:
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Do you advertise online ?
Yes67%
No 33%
YES NO
- self-promotion - Focused just on passaeger information
- Introduction of social compaigns (banner), part of special campaigns
- Public organisation (not usual)
- Looking for interesting sale areas
- Adverting via classical mass media
30
“We don´t think about a platform but we
already used Facebook for advertising.”
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
What do you think are possible reasons for the strong development of social media activities?
31
„Yes, since a year we have started
to use social media in the occasion
of the launch of the new suburban
rail service.“
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
What do you consider as the biggest obstacles introducing and implementing a permanent social media work?
32
London: “None of the above are barriers that
prevent us using social media. We have
always been very aware of reputational ‘risk’.”
“We should dedicate staff who understand the
importance of every word written by the company. A
Facebook comment is like a press release. It will be
quoted by the press in the same way.”
„We don´t have many current events or topics.“
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Does one of your operators/co-operation partners use social media?
33
VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
Conclusions
Out of 15 public transport authorities only two don´t use Social Media platforms at all.
Social Media is a relevant topic: Some use it intensively. Those who don´t use Facebook and Twitter actively are however aware that monitoring is important: Social Media residents versus visitors.
Tendency: rising. More and more companies think about integrating more social media channels: relevant for customers.
Although Social Media platforms a regularly for free there are mostly small budgets for content or even advertisement.
There is not a classical public-transport-authority strategy: The approaches are very different, tailor-made, according to the PTA
Need for strategy, guidelines and organizational change.
Those who made experiences see strong benefits, innovative change but as well a change of communications and efforts.
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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin
09.10.13
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Thank you for your attention!Political MarketingTelefon: (030) 25 41 4125Hardenbergplatz 2Arnold@VBB.de10623 Berlin VBB.de
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