COMMUNICATIONS ERA THAT THE WORLD HAS THAT’S A TERRIBLE THING TO WASTE WE LIVE IN THE MOST EXCITING COMMUNICATIONS ERA THAT THE WORLD HAS EVER SEEN THAT’S A TERRIBLE THING TO WASTE

IS SOCIAL MEDIA A FAD?

WHERE WE LIVE 1. China 2. Facebook 3. India 4. Tencent 5. Whatsapp 6. US 7. Google+ 8. Indonesia 9. LinkedIn 10. Twitter

MORE FACEBOOK USERS THAN CARS

MORE iPHONES ARE BORN EACH DAY

MORE PEOPLE OWN MOBILE DEVICES THAN A TOOTHBRUSH

93 % OF SHOPPING DECISIONS ARE INFLUENCED BYSOCIAL MEDIA. Only 14% by advertising

SOCIAL MEDIA 101

A FEW SOCIAL FACTS AGE 18-29 89% AGE 30-49 % AGE 50-60 % 72 60

2h 05m 73 55 14 A FEW SOCIAL FACTS percentage of the Social media penetration as a percentage of the total population % Average time social media users spend on social media each day 2h 05m Percentage of mobile users using social media apps on their phone % Percentage of mobile users using location- based services % 73 55 14

21.4m 10.8m 96 49 A FEW SOCIAL FACTS Mobile broadband Number of active mobile broadband subscription 21.4m Mobile broadband subscription as a percentage of the total population % Active social media users accessing social media on a mobile device 10.8m Penetration of mobile social as a percentage of the total population % 96 49

SOCIAL MEDIA EXPLAINED My skills include bus driving Here’s a bus trip I am riding on a #bus I like riding on buses This is my favourite bus company Here is an image of my bus Watch me on the bus My skills include bus driving Here’s a bus trip Now listening to my bus soundtrack I am google emplyee who rides on a bus

- IT’S NOT A FAD, MOBILE & SOCIAL - NOT JUST FOR A YOUNGER GENERATION - MOBILE IS THE NEW NORM - IT’S NOT A FAD, MOBILE & SOCIAL STILL HAVE CAPACITY TO GROW

WHAT ARE WE COMMUTING TIMES DOING WHEN IN AUSTRALIA COMMUTING? AUDIO Brisbane 58.5 minutes AUDIO SOCIAL MEDIA Perth 57 minutes Melbourne 61 minutes Sydney 71.5 minutes Tasmania 40 minutes Adelaide 51 minutes EMAILS WATCHING VIDEOS

78 63 WHATARE COMMUTERS LOOKING FOR? % - Ticket purchase via mobile - - 9 in 10 desire travel updates via social... Only 1 in 4 currently receive them 63 % of over 65 years intend to or already follow transport users on facebook -

WHATARE COMMUTERS LOOKING FOR? - Purchase tickets at the stop/station or on board - Real time travel data “for my journey” - WiFi access on board

WHEN IS SOCIAL MEDIA MOST EFFECTIVE? - COMMUNICATE WITH PATRONS - Improve customer satisfaction - IMPROVE PERCEPTION OF BRAND - Reach new patrons - DISTRIBUTE GENERAL INFORMATION - Increase patronage - OBTAIN FEEDBACK - SAVE MONEY - STRENGTHEN COMMUNITY SUPPORT - Recruit and keep staff - DISTRIBUTE REALTIME SERVICE INFORMATION

GETTING INVOLVED Distribute content for your - Objectives relevant channel Listen, Listen, Listen and Understand what they are saying Review and analyse what is happening Create channel engaging content for your audience Refine and respond (change course if required) PLAN - Objectives - Who are we talking with - Resource skills required to manage - Calendar of content

WHICH CHANNEL IS RIGHT? % 86 80 37 23 3 77 49 9 69 17 63 29 20 57 31 14 40 Company news Service alerts (real-time) Contents and promotions Service info (static) Other news Feature stories Job listings

WHICH CHANNEL IS RIGHT? LONG TERM URGENT “Delays on route 776 PHOTO/ VIDEO CONTENT “Here are the images of the burst water main that created the delays and the team at the bus stops redirecting patrons” URGENT LONG TERM TWITTER “Delays on the Route 776 due to water main burst” FACEBOOK “Delays on route 776 between Flinders St and Fitzroy St due to water main burst. Nil injuries or personal property damage reported” BLOG “The team did an amazing job last week assisting patrons with alternative transport modes. The team moved around 1200 patrons stranded at stops up and down Flinders St. We received feedback from...”

MOST COMMON REASONS FOR NOT USING SOCIAL MEDIA Staff will waste time “We don’t have the resources” “We won’t be able to control the conversation” “Our patrons don’t use social media” OTHERS Security Staff will waste time Privacy

ADVICE AND THOUGHTS - Plan, set objectives, setup rules and guidelines, know your customers requirement - Get your house in order - Keep social media in perspective - Find the right tone and personality to respond with - Recognise and use the strength of each social media channel - Don’t undervalue the messages received, treat negative feedback as an opportunity to respond and improve - Don’t annoy your audience with trivial messages - Social media is not designed for “old” advertising messages - Use the data generated to build a better offer and better system (just listen) - Find the right person or agency to drive/support implementation - Acknowledge that you will make mistakes

FINALLY... - Remember is all about building relationships... it’s a conversation - Get started, listen, review and respond... keep going!

THANKYOU j.willams@onesmallstepcollective.com j.procter@onesmallstepcollective.com s.doherty@onesmallstepcollective.com ph : +61 3 8370 7392 45 Ellis Street South Yarra 3141