UCD Smurfit: Dublin bus listening the digital consumer netnography
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University project to highlight the improvements that Dublin Bus should be put in place to be more user friendly. All plan is for digital improvements only. Project developed for the course "Marketing to the Digital Consumer", Professor: Dr. Muzellec Students: • Lara Zaccaria • Tove Perlhede • Conor Mc Donagh • Sabina Sayers For more info just pop on my LinkedIn profile.
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UCD Smurfit: Dublin bus listening the digital consumer netnography
- 1. Dublin Bus LLiisstteenniinngg ttoo tthhee ddiiggiittaall ccoonnssuummeerr Tove Perlhede 14206199 Sabina Sayers 14206204 Lara Zaccaria 14200346 Conor Mc Donagh 14204490
- 2. Welcome on board! Business overview Issues Research Consumer Insights The next level
- 3. Established 1987 SSttaattee oowwnneedd MMoonnooppoollyy 118 Million passengers annually Business overview
- 5. Issues Payment System Website User experience, content and SM connection Mobile App. Navigation and lack of important features Social Media General management of the digital channels
- 7. Research Socialmention Sentiment Viz Netnography & Watson User Modelling
- 8. Consumer Insights NNeeggaattiivvee eeWWOOMM aanndd ppoooorr CCSS Findings NNeeeedd ffoorr aa bbeetttteerr UUXX aanndd ccoommmmuunniiccaattiioonn CCooooppeerraattiinngg ccoommmmuunniittiieess wwiitthh cclleeaarr iiddeeaass NNeeuuttrraall ppeerrcceeppttiioonn ooff tthhee BBrraanndd @husm0nk3y I'd love to puncture the head off that annoying #networknoel Rob Keartland: "Public transport in Ireland.... a joke that will never end..."
- 9. Let's take it to the next level! Payment System Value Proposition Mobile App & Website Digital Strategy
- 10. New Value Proposition ""DDuubblliinn BBuuss ooffffeerrss aa rreelliiaabbllee sseerrvviiccee ffoorr tthhee wwhhoollee ccoommmmuunniittyy.. BByy pprroovviiddiinngg iittss ccoommmmuutteerrss wwiitthh mmooddeerrnn aanndd ffuunnccttiioonnaall mmoobbiillee aapppp..,, DDuubblliinn BBuuss aaiimmss ttoo ddeelliivveerr aa ppoossiittiivvee aanndd iinntteerraaccttiivvee jjoouurrnneeyy bbootthh oonnlliinnee aanndd oofffflliinnee""
- 11. Payment System Text message ticket Online top up with automatic redemption
- 12. Mobile App. Cached Maps Route Planner Estimate time to walk Display fare price
- 13. Website SSEEOO SSttrraatteeggyy IImmppoorrttaanntt iinnffoorrmmaattiioonn aabboovvee tthhee ffoolldd CClleeaarr aanndd ddeettaaiilleedd aacccceess ttoo ttiicckkeett pprriicceess RRoouuttee PPllaannnneerr wwiitthh aaccccuurraattee ttrraavveell ttiimmee <html><html> <<bbooddyy>> <<hheeaadd>>
- 14. Digital Promotion Strategy SEO Plan SM Strategy Mkt Campaigns Email Mkt
- 15. Thank You!