MTA - Digital Marketing Campaign

Metropolitan Transportation Authority

Digital Marketing Strategy

• Overview• Situational Analysis• Problem, “What Brings Us Here”

• Objective, “What Success Looks Like”

• Strategy • Tactics• The Future• Questions

Agenda

MTA Overview

Largest public transportation provider in the Western Hemisphere

Largest number of public transit subway

stations of any system in the world (468

stations and 22 different lines) Over 100

years old 5,000,000+ riders Monday - Friday

(2012) Over 1.6 billion riders annually last year

Subway riders already pay 72% percent of operating cost

OVERVIEW SITUATION PROBLEM OBJECTIVES STRATEGY TACTICS FUTURE


Low Cost High Cost

High Tech

Low Tech

MTA SubwayOpportunity

Competitors Analysis

Digital Landscape

"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

0 Engagement

17,678 Likes

10 Accounts Affiliated with the MTA - 85,783 Followers @MTAInsider - 50,341 Followers @NYCTSubwayScoop

3,396 YouTube Subscribers3,784,597 Total Video Views

0 Testimonials


What Brings Us Here Today

I’ve tweeted over 15 times today and not a single response.

They just take and take and take…what do we get in

return….worse service!!!!


Objective

Improve – Enhance - Enable

Improve customer satisfaction and perceived value Enhance experience for daily commuters and visitors

Enable the MTA reach its consumers

Revolutionize the Commuting Experience as We Know it

OVERVIEW SITUATION PROBLEM OBJECTIVE STRATEGY TACTICS FUTURE

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


Engage and Educate

Keep it Relevant & Local

Always on

Continue the Conversation

Strategy

Increase Perceived Value


Overview

GOAL

STRATEGY

WebsiteSocial Media

Mobile

Increase Perceived Value

PSA

TACTICS


Improvements - Substantial Makeover - Concise Content - Cut out all unnecessary information

- Simplify / “Skimmable” - Trendy style, Less is More - Strategic and targeted use of visuals - Language

Blog For them: - Give our customers a voice - Share experiences - Propose improvements and needs - Engagement

For us: - CRM –Handle complaints - Incorporate social feeds and insights - Track perceived value - Easier updating

Tourists

- Section focusing on tourist

- Serving as a guidance

- CRM: Propositions and

Q&As

- Improve their NY

experience

Improve user experience

Friendlier navigations &

information search

Give value to our customers

Serve as a communication tool

Fully utilize a so far unutilized tool

+ +

Tactic 1: Website

WHY


Tactic 2: Social Media Updates Business image Transmit same messaging across all platforms

Open up communication Handle complaints Encourage engagement

Combine professionalism with humanity Talk with them. Don’t talk to them Reduce complexity, maximize understandability

Announcements / Schedule changesIntroduce future plansTransmit what we do in terms to what they value

Consistency

CRM

Language

Business

1. Delete Flickr account2. Consolidate Twitter account3. Reorganize YouTube channel

Our social media team

..is there for you 24/7 !

70% Listen to other’s

experiences


• Track customer usage

• Show nearest subway stop

• Show exact cross streets

• Crowdsourcing platform

• ‘NYC news update' tab

85% increase in Mobile App usage from

2011 to 2012

Tactic 3: Mobile

• Refill cards

• Track cash availability

• Real time transit information

• Real time train locations

• Trip planning

All-in-one official MTA mobile app


14

TACTICSOTHER FEATURES

Tabs

Available on all OS

Social Media Integrated

SMS/ E-Mail

Optimized Mobile Search

• Tactic 3: Mobile46% of Users

access via mobile phone

Time

Money

CSR

Convenience

Tactic 4: PSA Campaign / ContestCampaign 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.

Website

Social

Mobile


Phase 13-6 Months

Phase 23-6 Months

Phase 36-12 Months

Research & Development

Testing & Feedback

PSA Campaign

Social Media - CRM

Benchmarking & Measurement

Timeline


Website & Social Media

Mobile

Social Media - CRM

Website

Page Views

Comments

Downloads

Social Sharing

Consumer Survey

Mobile

App Downloads

Usage

Comments

Uploads

Social Sharing

Consumer Survey

Database

General Complaints

Subway Delays

Station Comments

Cleanliness

Employee

PSA Campaign

On-line Views

Social Sharing

Contest Entries

Contest Votes

Measurement Controls


The Future..

Insights in Motion

Enable Disabled Augmented Reality

Track motion

Understand - optimize

Higher customer satisfaction

More efficient operation


New website to Improve user experience, friendly

navigation and information search, Blog and

information for tourists

Create consistency among all social media platforms.

Respond to comments both positive and negative – let people know the MTA

is listening to their concerns

Website Social Media

Social Strategy for the MTA

PSA Campaign

Campaign featuring real New Yorkers

communicating the benefits of the Subway,

increase local engagement

One stop shop mobile application to make your commuting experience

better. Provides real time date, easy card refill, maps

and much, much more.

Mobile Application

Revolutionize the Commuting Experience as We Know It Improve – Enhance - Enable


Questions

APPENDIXResearch & Brainstorming

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

https://www.cbsoutdoor.com/Tools/Research_ROI/Documents/NYC%20R2-2012%20Subway%20Rider%20Profile.pdf

NYC Commuting

Source: 2006 - 2010 American Community Survey

NYC Commuting by Borough

Source: 2006 - 2010 American Community Survey

Travel in groups

Maps and cameras lovers Rely mostly on Wi-Fi

Grand Central: tourist spot

MTA?

Need for directions

Wiling to use cabs for convenience

Domestic visitors in 2011: 40.3 million

International visitors in 2011: 10.6

million

Target Audience. NYC Tourists

65% Learn about

services through

Social Media

70% Listen to other’s

experiences

50% Express

concerns or complaints

about services

47% Use Social

Media for Customer Service

94% of Users

access via computer

46% of Users


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

What’s trending

Estimated Total BudgetDatab

ase$5,000

,000

Website

$2,000,000

Mobile App

$1,000,000

PSA Campaign

$500,000

$8,500,000

Financials

http://www.nytimes.com/2008/07/15/nyregion/15nyc.html

http://www.nytimes.com/2008/07/15/nyregion/15nyc.html

36


RefillTrack Cash

Real-Time Transit InfoReal-Time Train Locations

Trip Planning Features Customer Usage Data

• Tactic 3: Mobile85% increase

in Mobile

App usage from

2011 to 2012

37


Nearest SubwayExact Cross Streets

Crowdsourcing platform

News Update Tab Trip Direction + Social Media Buttons

• Tactic 3: Mobile

• 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 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

INTEGRATIONOTHER FEATURES

46% of Users


Tactic 3: Mobile
