Social Media Strategy and Crisis Communications at Transport for London
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- The document discusses Transport for London's (TfL) use of social media for communications. - It outlines TfL's social media structure and teams, how social media is used for customer service, real-time information, and other purposes. - It also discusses TfL's approach to crisis communications on social media, using an example of a flooding incident on the Victoria line that was handled well with an honest response.
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Social Media Strategy and Crisis Communications at Transport for London
- 2. #CvHL #CvHL • Who we are • How we use Social Media • The Structure of Social Media at TfL • Crisis Communications • Crisis Communications and Social Media Today’s Agenda
- 3. #CvHL #CvHL
- 5. #CvHL #CvHL Growth of Social Media at TfL Approximately 10,000 mentions a week 0 200 400 600 800 1000 1200 1400 Jan-12 Jan-13 Jan-14 Thousands Twitter Followers
- 6. #CvHL Social Media Customer service Real-time information PR Marketing and promotion Social media monitoring Customer Insight Use of Social Media at TfL
- 7. #CvHL Show our customers we care and we are listening Cost savings and efficiencies Make us easy to do business with Personalised service Objectives for Social
- 8. #CvHL #CvHL Our Structure Social Media Team (Strategy, Co-ordination, some delivery and Evaluation) Marketing, TfLOnline Real Time Information And Customer Service Rail and Others Customer Contact Centre Buses Buses Control Centre Traffic Traffic Control Centre PR, News and Information Press Office Marketing In House Agencies Customer Insight Automated (In-House) Manual (Out sourced)
- 9. #CvHL #CvHL Real Time Customer Feedback Humanising TfL Improving TfL’s Reputation Better Customer Service Always learning about out customers Cost Efficiencies Outcomes of Using Social $
- 10. #TheComplainers
- 11. #CvHL
- 12. #CvHL #CvHL • Followed by confusion • What actually happened, what was actually said Stage 1 – Incident or Event • Critical to the successful handling of the crisis • Swift and accurate response is vital Stage 2 – Initial Response • Handling for the duration of the crisis Stage 3 – Consolidated Response • Usually as important to reputation as initial response Stage 4 – Recovery: Crisis Communications
- 13. #CvHL #CvHL • Reports Victoria line was suspended due to flood damage • Photo released on Twitter of “flooding” = signal room full of cement Stage 1 – Incident or Event • Customer response was disbelief and jovial • Our response was honest and open Stage 2 – Initial Response • Our response continued to the be honest but in line with the jovial mood on Twitter Stage 3 – Consolidated Response • The service recovered very well (within 12 hours) • We could have been better at letting customers know that Stage 4 – Recovery: A Real TfL Incident
- 15. Delays on the Victoria Line due to flooding
- 16. #CvHL #CvHL • Reports Victoria line was suspended due to flood damage • Photo released on Twitter of “flooding” = signal room full of cement Stage 1 – Incident or Event • Customer response was disbelief and jovial • Our response was honest and open Stage 2 – Initial Response • Our response continued to the be honest but in line with the jovial mood on Twitter Stage 3 – Consolidated Response • The service recovered very well (within 12 hours) • We could have been better at letting customers know that Stage 4 – Recovery: A Real TfL Incident
- 17. #CvHL #CvHL There were 1,245 mentions of @victorialine within 24 hours In 48 hours we gained 2,471 (8% increase) additional followers organically on @victorialine The automated sentiment of those tweets was 87% positive (staggering given the situation) How it Unfolded
- 18. #CvHL MainlinePR Jan 24, 7:11am Good morning. Worth a glance at @victorialine to see good tweety handling of sticky problem yesterday #GoodPR words_of_chris Jan 24, 7:22am Impressed with @victorialine being up & running this AM. And also for their twitter machine account, regularly updated & responsive. #tfl robdotalderman Jan 24, 7:29am Great work by @victorialine. Up and running and excellent customer service via Twitter. A concrete effort.
- 19. Hootsuite was used to manage all responses and reporting of the incident Below is the report from @victorialine for the incident. Reporting to senior management
- 21. #CvHL With social media everyone is a writer, an editor and a critic, all in real time