2. 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

3. IS SOCIAL MEDIA
A FAD?

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

5. MORE
FACEBOOK
USERS
THAN CARS

6. MORE
iPHONES
ARE BORN
EACH DAY

7. MORE PEOPLE
OWN MOBILE
DEVICES
THAN A
TOOTHBRUSH

8. 93 % OF SHOPPING DECISIONS ARE INFLUENCED BYSOCIAL MEDIA. Only 14% by
advertising

9. SOCIAL
MEDIA 101

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

11. 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

12. 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

13. 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

14. - 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

15. 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 S
WATCHING VIDEOS

16. 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 -

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

18. 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

19. 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

20. 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

21. 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...”

22. 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

23. 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

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

25. THANKYOU j.willams@onesmallstepcollective.com
ph :
45 Ellis Street
South Yarra
3141