social media and the games
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HOW SOCIAL MEDIA ENABLED TfL TO SUPPORT A GREAT GAMES AND KEEP
LONDON MOVING
Stuart RossDirector of News, Transport for London
27 September, 2012
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INTRODUCTION AND CONTENTS
Games Transport and Comms challenge Get Ahead of the Games campaign Use of Social Media:
Ahead of the Games During the Games In legacy…
Social media driving the news agenda Success and Legacy
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THE LONDON 2012 TRANSPORT CHALLENGE
• Britain's 'largest peacetime logistical exercise’
• Olympic Games equivalent to 26 simultaneous world championships
• 9 million Olympic Games spectators
• 2 million Paralympic Games spectators
• Almost 300,000 athletes, media, officials & other ‘Games Family’ members and workforce
• All spectators to take public transport, walk or cycle
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GAMES TOOK PLACE IN HEART OF LONDON
Wembley ArenaWembley Stadium
Wimbledon
CENTRAL ZONEEarls CourtLord’s Cricket GroundHyde ParkHorse Guards ParadeThe Mall
OLYMPIC PARKOlympic StadiumAquatic CentreOther Park venues RIVER ZONE
North Greenwich ArenaGreenwich ParkThe Royal Artillery BarracksExCeL
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DIFFERENT GROUPS / AUDIENCES – COMMUNICATING AND TO
ENGAGE WITH
Games Family Spectators
Tube users
Businesses
Drivers Walkers and cyclists
Bus users
Mobility impaired people
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ALL PARTNERS WORKING TOGETHER TO MEET GAMES
TRANSPORT CHALLENGE• Throughout, we had twin objectives:
• Deliver a great 2012 Games• Keep London and the UK moving
• London 2012 Games transport strategy had four main elements:• Invest in public transport capacity, reliability
and accessibility• Enhanced public transport – more and later
services• Manage the road network effectively for all road
users• Manage travel demand patterns to keep
London and the UK moving
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THE TRANSPORT DEMAND CHALLENGE
On a normal day, 12 million public transport trips per
day in London
On a normal day, 12 million public transport trips per
day in London
An additional 3 million public transport trips on the busiest days of the Olympics
• Reductions in the volume of normal travel, due to school holidays and travel demand management, offset by increases associated with Games and cultural events
• So congestion likely at hotspots at certain days, times and locations – not across the entire network
• That’s why re-timing, re-routing and changing the way people travelled was so important
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IMPACT ‘AT CERTAIN TIMES AND IN CERTAIN LOCATIONS’ – THE
HOTSPOTSRoads Tube stations
Unaffected Unaffected
70%
65%
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GET AHEAD OF THE GAMES CAMPAIGN
• ‘Get Ahead of the Games’ campaign to communicate directly with Londoners, commuters and people right across the UK
• Information, tips and advice via ads, posters, emails and a new website, Twitter, YouTube and Facebook channels
• To explain how those who live and work in travel hotspots can:
• Reduce• Reroute• Retime• Remode their journeys
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GAOTG CAMPAIGN PHASES
S t a g e 4:
T r a n s i t - i o n
S t a g e 1:
R a i s ea w a r e n e s
s
Phase 3:
Activate
options
Olympic Games Day 1
S t a g e 2:
E x p l o r e
o p t i o n s
S t a g e 3 :
A c t i v a t e
o p t i o n s
S t a g e 3:
A c t i v a t e
o p t i o n s
Paralympic GamesDay 1Jan-Mar Apr-Jun
July
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GAOTG HUB WEBSITE
@GAOTG Twitter and other social
media channels
integrated with
campaign website
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DETAILED INFORMATION ON PUBLIC TRANSPORT HOTSPOTS…
Public transport ‘hotspots’
identified for each day of Olympic and Paralympic
Games. Click for more info
and travel advice
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…AND ON THE ROAD NETWORK– PLAN AHEAD TO AVOID DELAYS
Road transport hotspot areas also identified
with ‘avoid’ and ‘expect delay’ message to encourage
people to plan ahead
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GAOTG SOCIAL MEDIA CHANNELS
GAOTG Facebook Page: Simple presence to provide GAOTG news and info
GAOTG YouTube channel: To amplify video content, ads and engage audience Boost PR campaign and provide easily accessible content for
media
@GAOTG: Key campaign tool – distribution of messages, news and
campaign content Ahead of the Games – Continuous stream of information on
how to plan ahead and links to website, YouTube During the Games – information on key ‘hotspots’ to avoid
each day and real-time travel info and advice
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TfL SOCIAL MEDIA CHANNEL SUMMARY
TfL Facebook Page – News and information about TfL and current campaigns
TfL YouTube channel – Repository for campaign videos, information films and ads
TfL Twitter channels: @TfLOfficial: PR and news management @TfLTravelAlerts: Real-time Tube, DLR, London Overground @Centralline... Line-based channels for all TfL rail lines @TfLTrafficNews: Real-time road travel info @BarclaysCycle: News and info – eg suspended docking
stations – for Barclays Cycle and Superhighways @TfLTPH: Taxi and Private Hire – stakeholder comms
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TfL TWITTER CHANNEL SUMMARY
Plus
@aotulondon
@ltmuseum
@report_it
@tfl_jobs
@tfltph
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GAMES-TIME SOCIAL MEDIA CHANNELS
COMMUTER
SPECTATOR
LONDONER
BUSINESS
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COORDINATION AND CROSS-PROMOTION OF CHANNELS AND
CONTENT
Get Ahead of the Games
•Help and advice on how to plan travel during the games (background
demand)
Get Ahead of the Games
•Help and advice on how to plan travel during the games (background
demand)
London 2012
•Help and information on getting to the Games (spectator)
TfL / BBC / Highways Agency
•Information, notice of disruption / planned works
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PRE-GAMES – SOCIAL MEDIA (1)
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PRE-GAMES – SOCIAL MEDIA (2)
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PRE-GAMES – SOCIAL MEDIA (3)
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TfL GAMES-TIME COMMUNICATIONS
Games-time communications: Twice daily press notices (7am & 2pm) Daily Metro content (5am) Daily customer emails (2pm)
Public transport users (approx. 2m recipients)
Roads users (approx. 1m recipients) Daily station posters (3.30pm) Daily business bulletin (5pm) Twice daily stakeholder bulletins (11am &
4pm) Regular Tweets (TfL & GAOTG) Ongoing online content and Journey
Planner updates
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DURING THE GAMES –REAL-TIME TRAVEL INFO AND
ADVICE
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SOCIAL MEDIA DRIVING THE NEWS AGENDA
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YAMMER FOR EMPLOYEE SOCIAL COMMS
• A ‘sea of magenta’ so that staff, volunteers and signs all easy to identify
• 3,500+ TfL office staff worked as Travel Ambassadors (TAs) on transport network
• Equipped with iPads or iPhones to relay real-time travel information to passengers
• TfL used social media site ‘Yammer’ to create community for staff to share experiences and tips
• 11,309 messages posted by 2,104 members
• 7,243 relationships and 98% support for TAs
• Key search terms included:• #celebspot• #stratford• #gla pods• #first shift
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GAMES-TIME SOCIAL MEDIA MANAGEMENT MODEL
TfL Press Office
TfL Customer
Experience
GAOTG ‘Hub’
2012 Transport Coordination
Centre
TfL Operational Control Centres
LU DLR LO
Bus
Street
London 2012
@BarclaysCycle
@TfLOfficial
@EmiratesAirLDN
@TfLTravelAlerts
@TfLTrafficNews
@Centralline
@GAOTG
@London2012
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GAMES SOCIAL MEDIA SUCCESS (1)
@GAOTG
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GAMES SOCIAL MEDIA SUCCESS (2)
Total of 43,638 mentions on Social Media between Jan 1st-Sept 13th
Understandably, Twitter dominates
Get Ahead of the Games
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GAMES SOCIAL MEDIA SUCCESS (3)
@GAOTG
@TfLOfficial
Huge peak in Twitter mentions at Games time
Average seven mentions per hour Jan-Sept
More consistency for @TfLOfficial over the period of Jan-Sept having already been established as a well known Twitter handle for commuters
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GAMES TRANSPORT SUCCESS
Tube and DLR carried record numbers – up 35% on normal summer levels
Tuesday Aug 7 busiest in Tube history – 4.57m in one day
Record Barclays Cycle Hire figures – 1m hires in July, 47k on 26 July
West End Tube station footfall up by average 7% year-on-year
Around one third changed their travel
Central London traffic down 15% Huge crowds for road events
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POST-GAMES – TfL / GAOTG SOCIAL MEDIA CHANNELS IN
LEGACY Get Ahead of the Games campaign
ended following Paralympics Website remains ‘in legacy’ until end
2012 But don’t want to lose the 60k Twitter
followers who benefited from travel advice
So @GAOTG sought to migrate them to @TfL... channels and other operators
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THANKS FROM HAPPY CUSTOMERS…
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TFL TWITTER CHANNEL FOLLOWERS
Social Media Feed Followers Notes
@tflofficial 45,600
@tfltravelalerts 14,900
Total of all line feeds 51,875 14 lines including LO, DLR, Trams
@tfltrafficnews 19,300
@tflbusalerts 2,279 Not promoted yet
@EmiratesAirLDN 1,375 Not promoted yet
@barclayscycle 6,942
@tfloyster 2,231 Not promoted yet – customer service
@tfltph 1,902 Stakeholder feed
TfL Facebook 4,153 Not promoted yet
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LESSONS LEARNED AND LEGACY
Social media an essential part of TfL / GAOTG campaign, news and information tool – ahead of and during the Games
YouTube ideal for ‘rich’ campaign content, promoted via web, email and all social media channels
Twitter an essential real-time information and news management tool – monitoring is vital
Social media management model with effective operational links vital to verify facts and quickly dispel myth and rumour
Employee social community built through Yammer encouraged staff to build and share experiences, tips and information
Ensure you have ‘rules of engagement’ in place – how will you respond to incidents, requests for info… or abuse
Even via social media, customers prefer real-time information delivered by humans and with humour!
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Questions
@stuartross73
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SOCIAL MEDIA AND ITS INVOLVEMENT WITH THE
OLYMPICS AND PARALYMPICS
Craig Spence Director of CommunicationsInternational Paralympic Committee
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OBJECTIVES
• Half a million visits to paralympic.org
• Raise the profile of 45 IPC Ones to Watch
• Dovetail with wider media strategy
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PARALYMPIC.ORG
Activity included: TV Channel
780 hours of live sport 5 channels SMART player 24 hours a day
News Service 20 writers 50 stories a day Sport previews, reviews
and features
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Activity included: Uploaded 1,000 hours
of video on demand including Ceremonies
24 hour a day operation
All meta-tagged and linked to Facebook fan pages and tweeted to athletes
Playlists created
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Activity included: 3 IPC fan pages and 45
athlete pages Stories from
paralympic.org Status updates Photos – Pic of the day Watch me live! Videos on demand Press Cuttings
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SAMSUNG BLOGGERS
Activity included: 45 athletes blogging
from behind the scenes 650 videos uploaded in
11 days Content linked to all
social channels starting with fan pages
Opening and Closing Ceremony ‘exclusives’
Share with broadcasters
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@PARALYMPIC
Activity included: No blueprint Ones to Watch
authorised pre-Games Links to stories, photo
galleries, VoDs Tweets to athletes
about live coverage Media statements Inspiring lines!
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RESULTS
paralympic.org 1.9 million visits 250,000 live views of Closing Ceremony Top 5 – UK, USA, Germany, Poland, Canada
Facebook 3 IPC fan pages grew 125% Athlete pages up by 1,300% on average Jonnie Peacock – up 3,258% Jason Smyth – up 2,174% 82.1 million views from 24 million users Top 5 – USA, Italy, France, UK and Canada
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RESULTS
Twitter @ paralympic up 50% 1.5 million ‘Paralympic’ tweets Jonnie Peacock up 1,305% Hannah Cockcroft up 381%
You Tube 9.9 million views of Video on Demand 550,000 views of Closing Ceremony 300,000 views of Samsung Bloggers
Google+ 49,000 Flickr 56,000
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Questions
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Next Social Summer Sessions:
Thursday 11 October – Will 4G just be more of the same, or actually change behaviours? – Ben Scott-
Robinson, Executive Creative Director of EMEA for Joule Worldwide, WPP's mobile agency
Tuesday 23 October – Media Relations Modernised – Adam Parker, chief executive of RealWire