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Is social media a boon or a pain for transport providers?
Lucy Whitehead of TfL spoke at Hootsuite’s premier Connect event in London.
For those not as London-centric as I, TfL is Transport for London, and it controls pretty much all transport in London (funnily enough).
In fact, Lucy said that the only way TfL couldn’t impact on a journey across the English capital is if it was undertaken by helicopter, roof to roof.
The theme of Lucy’s talk was the size of the task (and opportunity) for TfL on social media, and how it uses the various platforms to try to inspire a ‘bit more love’ in, let’s be honest, some easily disgruntled commuters.
Let’s look at some of the key points. And yes, we will get to the toilet escapology in due course!
It can be hard for brands to look spontaneous and fun on social media.
We, particularly the Brits, are all too sceptical about brands doing anything other than trying to sell us stuff.
However, when brands get it right, it can be really rather special. I've rounded up some of my favourites. I should nod to Hootsuite and it's first Connect event, where I picked up the Kellogg's and Axe case studies.
See if these tweets make you laugh or cry, as they did me (mostly laugh). If you want more case studies, subscribers can shoot over to our case study archive.
What’s that plinky plonky banjo sound? Yep it’s a new website explainer video!
The TfL site has been used by two million visitors whilst in beta. That’s no mean achievement and indicative of just what a challenge the TFL website undergoes on a daily basis.
In April 2013, the TFL website had 20m visitors every month. That’s every Londoner visiting more than twice.
The new site includes some really good features that vastly improve TfL’s ability to present information to the traveller.
Let’s have a look at the new site.
Transport for London has the gargantuan task of carrying more than 1bn passengers each year, which means that the marketing team has an equally difficult job of keeping them all informed about upgrades and delays.
To find out more about TfL's marketing strategy and exactly what it does with all that Oyster Card data, I spoke to head of marketing services Julie Dixon.
Dixon is one of the speakers at our Crunch event on October 10 at Truman Brewery, London. Crunch is the event for the analysts and strategists who turns raw numbers into insight, then revenue. This event is one of five that make up our Festival of Marketing.
75% of Londoners use tfl.gov.uk. The site gets around 8m unique users a month and each year receives 250m visits and growing (see the chart below).
So, a recently released beta version of their newly designed site is sure to generate a fair amount of user data.
QR codes are still yet to prove their value. There have been several high profile trials of late; but have they been successful and what do you benchmark success against?
Mobile web consultant Terence Eden has pulled together some stats from a TfL poster campaign that links users to a real-time bus schedule.
These figures show that since going live in November, the QR codes have been scanned 4,500 times at a rate of roughly 70 times per day.