Is there really a need for MTA to go digital? Do they have anything to be afraid of. We prove that it does. You can see that as a pitching, business propositions or even a bunch of cool ideas.
3. MTA Overview
Largest public transportation provider in
the Western Hemisphere
Over
100 years old
Over
1.6 billion riders annually last year
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
4. Competitors Analysis
High Tech
MTA Subway
Opportunity
High Cost
Low Cost
Low Tech
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
5. Digital Landscape
3,396 YouTube Subscribers
3,784,597 Total Video
Views
0 Engagement
17,678 Likes
10 Accounts Affiliated with the MTA
- 85,783 Followers @MTAInsider
- 50,341 Followers @NYCTSubwayScoop
0 Testimonials
"For the past three years, the MTA has been on a clearly defined mission to bring mass transit system into 21st century
with upgrades to the station environment through several ambitious new technology communications projects like Transit
Wireless, aimed at improving the travel experiences of riders.” Tim Herrera, amNY
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
6. What Brings Us Here Today
They just take and take and take…what
do we get in return….worse service!!!!
I’ve tweeted over 15 times today and not
a single response.
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
7. Objective
Revolutionize the Commuting Experience as We Know it
Improve – Enhance - Enable
Improve customer satisfaction and perceived value
Enhance experience for daily commuters and visitors
Enable the MTA reach its consumers
OVERVIEW
SITUATION
PROBLEM
OBJECTIVE
STRATEGY
TACTICS
FUTURE
8. Target Audience. New Yorkers
Primary: Any adult from the five borough who
rely on the MTA Subway as their main
transportation medium for work and play
purposes
Secondary: Tourist who rely on MTA Subway
as an inexpensive way to get around NYC.
Mike and Sarah
• Age 25-39
• Smartphone users
• Active in social media
• Time cautious
• Work in Manhattan
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
9. Strategy
Engage and Educate
Keep it Relevant & Local
Always on
Continue the Conversation
Increase Perceived Value
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
11. Tactic 1: Website
Improvements
Blog
- Substantial Makeover
- Concise Content
- Cut out all unnecessary information
-
Simplify / “Skimmable”
Trendy style, Less is More
Strategic and targeted use of visuals
Language
For them:
- Give our customers a voice
- Share experiences
- Propose improvements and needs
- Engagement
+
Tourists
- Section focusing on tourist
+
- Serving as a guidance
- CRM: Propositions and Q&As
For us:
- CRM –Handle complaints
- Incorporate social feeds and insights
- Track perceived value
- Easier updating
- Improve their NY experience
Improve user experience
WHY
Friendlier navigations & information search
Give value to our customers
Serve as a communication tool
Fully utilize a so far unutilized tool
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
12. Tactic 2:
Social Media
70% Listen to
other’s
experiences
Updates
Consistency
Our social media
team
Business image
Transmit same messaging across all platforms
Open up communication
CRM
Handle complaints
Encourage engagement
..is there for you 24/7 !
Combine professionalism with humanity
Language
Talk with them. Don’t talk to them
Reduce complexity, maximize understandability
1. Delete Flickr account
2. Consolidate Twitter account
3. Reorganize YouTube channel
Announcements / Schedule changes
Business
Introduce future plans
Transmit what we do in terms to what they value
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
13. Tactic 3: Mobile
All-in-one official MTA mobile app
• Refill cards
• Track customer usage
• Track cash availability
85% increase
in Mobile
App usage
from 2011 to
2012
• Show nearest subway stop
• Real time transit information • Show exact cross streets
• Real time train locations
• Crowdsourcing platform
• Trip planning
• ‘NYC news update' tab
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
14. • Tactic 3: Mobile
46% of Users
access via
mobile phone
OTHER FEATURES
14
TACTICS
Optimized Mobile Search
Available on all OS
SMS/ E-Mail
Tabs
Social Media Integrated
15. Tactic 4: PSA
Campaign / Contest
Campaign featuring real New Yorkers communicating the benefits of the Subway.
Contestants will submit video entries through Twitter - “Why do you love the MTA”
Winners will appear in the PSA campaign.
Time
Website
Money
Social
CSR
Mobile
Convenience
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
16. Timeline
Phase 1
Phase 2
Phase 3
3-6 Months
3-6 Months
6-12 Months
Research & Development
Website & Social Media
Testing & Feedback
Mobile
Social Media - CRM
PSA Campaign
Social Media - CRM
Benchmarking & Measurement
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
17. Measurement Controls
Website
Mobile
Database
PSA Campaign
Page Views
App Downloads
General Complaints
On-line Views
Comments
Usage
Subway Delays
Social Sharing
Downloads
Comments
Station Comments
Contest Entries
Social Sharing
Uploads
Cleanliness
Contest Votes
Consumer Survey
Social Sharing
Employee
Consumer Survey
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
19. Revolutionize the Commuting Experience as We Know It
Improve – Enhance - Enable
Website
Mobile
Application
Social Media
Create consistency among
New website to Improve
all social media platforms.
user experience, friendly
Respond to comments
navigation and information
both positive and negative
search, Blog and
– let people know the MTA
information for tourists
is listening to their
concerns
One stop shop mobile
application to make your
commuting experience
better. Provides real time
date, easy card refill, maps
and much, much more.
PSA
Campaign
Campaign featuring real
New Yorkers
communicating the
benefits of the
Subway, increase local
engagement
Social Strategy for the MTA
OVERVIEW
SITUATION
PROBLEM
OBJECTIVES
STRATEGY
TACTICS
FUTURE
22. Subway Rider Demographic Profile ReportNew York City (5-Boroughs)Scarborough
Research 2012 Release 2 (September 2011 - August 2012)
Source: https://www.cbsoutdoor.com/Tools/Research_ROI/Documents/NYC%20R2-2012%20Subway%20Rider%20Profile.pdf
31. NYC Commuting by Borough
Source: 2006 - 2010 American Community Survey
32. Target Audience. NYC Tourists
Domestic visitors in 2011: 40.3 million
International visitors in 2011: 10.6 million
Grand Central: tourist spot
Maps and cameras lovers
Rely mostly on Wi-Fi
Travel in groups
Need for directions
Wiling to use cabs for convenience
MTA?
33. What’s trending
46% of Users
access via
mobile
phone
70% Listen to
other’s
experiences
50% Express
concerns or
complaints
about
services
65% Learn about
services through
Social Media
47% Use
Social Media
for Customer
Service
94% of Users
access via
computer
85% increase
in Mobile
App usage
from 2011 to
2012
85% increase
in Mobile
App usage
from 2011 to
2012
85%
increase in
Mobile
App
usage
from 2011
to 2012
36. • Tactic 3: Mobile
85%
increase in
Mobile
App usage
from 2011
to 2012
Refill
Track Cash
36
All-in-one official MTA mobile app
Real-Time Transit Info
Real-Time Train Locations
Trip Planning Features
Customer Usage Data
37. • Tactic 3: Mobile
37
All-in-one official MTA mobile app
Nearest Subway
Exact Cross Streets
Crowdsourcing
platform
News Update Tab
Trip Direction +
Social Media Buttons
38. Tactic 3: Mobile
OTHER FEATURES
INTEGRATION
• Tabs such as MTA Card/User details, NYC
News, Official pages, Real Time Maps, User
Metrics, Customer Care/Support, etc.
• Must be available on all tablet and
smartphone OS
• Integrated social suite with access to MTA's
official website, Twitter, FB & YT
• Tap into lower income segments by offering
an opt-in SMS option to handle
issues, provide alerts, subway info, etc. on
OVERVIEW
SITUATION
PROBLEM
demand
• Email/SMS marketing which includes info
on updated services, progress
reports, innovation and new technology
influencing MTA's Subway
• Integration of optimized Mobile Search to
improve mobile rankings of official MTA
website, social media channels & the app
OBJECTIVES
46% of Users
access via
mobile phone
STRATEGY
TACTICS
FUTURE
Notes de l'éditeur
"For the past three years, the MTA has been on a clearly defined mission to bring mass transit system into 21st century with upgrades to the station environment through several ambitious new technology communications projects like Transit Wireless, aimed at improving the travel experiences of riders." - Tim Herrera, amNY - Transit Wireless - On The Go! Digital Information Kiosks The new On The Go (OTG) interactive HD displays will deliver real-time information, simple visual station directions with transfers and line alerts, countdown to arrival, relevant service updates, neighborhood maps and information, and digital content loops. Built with a custom content management system on a flexible framework, the platform will enable third- party app developers to add new features."
Meet Mike and Sarah. They are young adults who live outside Manhattan but commute everyday to Manhattan for work. They have set morning schedule. When the alarm clock goes off they check their phones to check on the weather and any transit delay on the morning commute. Like many New Yorkers, they can not leave home without their mobile phone and ereader. On their commute, they are on their phone check on the latest news, Facebook posts, Twitter, etc.
Refill cards via credit card Track cash availability via QR codes in-app scanner Real time transit information via push notifications (status and alerts based on user preference)Real time train locationsTrip planning feature where you can enter ‘start’ and ‘end’ locations and it will process journey timeTrack customer usage data such as usage, habits, spending, etc. and visualize these metrics for users as infographicsShow nearest subway stop (thru. geo-location)Show exact cross streets at Entry/Exit points using inbuilt compass Crowdsourcing platform: User updates via image/message uploads focusing on issues/ problems within subways ’NYC news update' tab
Insights in Motion for New York subway (and probably other public transport system)Track people motion (no personal information included - no breach of privacy) to understand what they do and how they move to optimize routes and schedules for the transportation system.Reduce operating expenses while meet more demand, reduce commuting time, and emissions.Need people to opt in, but the one who opt in will get more benefits (such as reduced subway fares)Website, mobile, and app features that helps the disabled to use subwayInform them which stations that are disabled friendlyVoice command availableEnables the disabled to use subway like normal peopleThe current (or old?) way to use find our way to use subwayTrip Planner, one dimensional map, straight forward, we need to search and find our wayThe NEW way, seamlessly navigate us through the city by using the augmented reality feature in the mobile app. Instead of finding our way, the app will guide us to our destination. VERY USER FRIENDLY. Improve subway traffic. People save more time.Later on it will also be available through Google Glass (Sergey Brin might be using it already actually).
Can be use to support why we provide metro card account refill through our mobile app – people just keep throwing away their empty metro cards