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VBB.de VBB Verkehrsverbund Berlin- Brandenburg GmbH Hardenbergplatz 2 10623 Berlin 09.10.13 VBB.de VBB Verkehrsverbund Berlin-Brandenburg GmbH Hardenbergplatz 2 10623 Berlin 09.10.13 1 VBB Verkehrsverbund Berlin-Brandenburg GmbH Eike Arnold, Political Marketing Markets are conversations The impact of social media on public transport (general considerations and EMTA survey)
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Page 1: VBB.de VBB Verkehrsverbund Berlin-Brandenburg GmbH Hardenbergplatz 2 10623 Berlin 09.10.13 VBB.de VBB Verkehrsverbund Berlin-Brandenburg GmbH Hardenbergplatz.

VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

1

VBB Verkehrsverbund Berlin-Brandenburg GmbHEike Arnold, Political Marketing

Markets are conversations

The impact of social media on public transport

(general considerations and EMTA survey)

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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

2

1920s

1970s A few (media) inform many peopleFrom the 90s: Web 1.0

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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

3

Participatory web: many inform many | Web 2.0

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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

4

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.

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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)

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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.

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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.

7

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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

8

Imagegewinn garantiert.

Erfolg muss sich jedoch auch im

Verkauf widerspiegeln.

Ergebnisse nach dem Sommer.

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

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Facts: Facebook page on school children holiday ticket“I like”, reach, participation

9

287.261

102.325

232.373

Interesting contents determine businessReadiness for dialogue is key

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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

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Facts: Facebook page on school children holiday ticket

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Regional distribution: focus is where it belongs

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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

12

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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?

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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.

14

Since 13th June 2013 also active on Google Plus and Youtube.

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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

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Markets are discussions.

17

Where there are markets, products and companies will be discussed:

…without these(company not represented)

…or with these(company „represented“).

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Quarterly and annual reports

Strategy and realisation

18

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.

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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

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

21

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

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Organisation: number of employees

22

average: 1,496.81 employees

20000

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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?

23

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.”

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Do you make a classical internet monitoring?

24

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.”

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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.”

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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

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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

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Could you tell us about the budget only for social media?

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

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Is it possible to advertise on your web site?

29

Yes20%

No80%

public sector; 3

Focus on ownInformation; 2

Focus on PI; 1

indications

rea

so

ns

To advertise something is not desired because:

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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.”

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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.“

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

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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.“

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VBB.deVBB Verkehrsverbund Berlin-Brandenburg GmbHHardenbergplatz 210623 Berlin

09.10.13

Does one of your operators/co-operation partners use social media?

33

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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 [email protected] Berlin VBB.de


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