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©2013 Networked Insights Data | Proprietary and Confidential ©2013 Networked Insights Data | Proprietary and Confidential
NEW YORK CITY’S CITI BIKE PROGRAM Social Data Reveals Consumer Insights
©2013 Networked Insights Data | Proprietary and Confidential
Source: Blogs/Forums/Twitter, 5/13 – 8/12/13
Citigroup– Overall Consumer Conversations
Sponsorships)aside,)Ci/group)has)a)consistent)level)of)social)engagement)around)loans,)credit)cards,)and)online)banking.)
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5/14" 5/28" 6/11" 6/25" 7/9" 7/23" 8/6"
Ci0"
Ci0"Bike"(Second"Axis)"
Ci0"Bike"launch" MLB"AllDStar"Game""at"Ci0"Field"
©2013 Networked Insights Data | Proprietary and Confidential
Source: Blogs/Forums/Twitter, 5/13 – 8/12/13
Citi Bike – Launch Day Conversation
On)launch)day,)Ci/bike)drove)almost)a)quarter)of)the)total)Ci/group)conversa/on,)compe/ng)with)major)assets)like)Ci/bank)and)sponsorships)like)Ci/)Field.)
Ci#$Bike$23%$
Ci#$77%$
N = 14,090
©2013 Networked Insights Data | Proprietary and Confidential
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5/13" 5/27" 6/10" 6/24" 7/8" 7/22" 8/5"
Love"Ci0"Bike" Hate"Ci0"Bike"
Source: Blogs/Forums/Twitter, 5/13 – 8/12/13 N = 41,328
Citi Bike – Consumer Reactions
Ini/al)dislike)around)the)Ci/bike)brand)was)due)to)placement)of)bike)docks,)but)as)the)userBbase)increased)so)did)posi/ve)consumer)reac/ons.))
©2013 Networked Insights Data | Proprietary and Confidential
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5/13" 5/27" 6/10" 6/24" 7/8" 7/22" 8/5"
Fitness" Convenience" Safety"
Source: Blogs/Forums/Twitter, 5/13 – 8/12/13 N = 41,328
Citi Bike – Conversation Drivers
Ci#$Bike$conversa#on$had$three$major$themes:$Fitness,$Convenience,$and$Safety.$$
As$customer$counts$rose:$• The)volume)of)consumer)conversa/ons)about)Ci/bike’s)convenience)dropped.)(Daily)
commuters)found)it)difficult)to)locate)or)dock)bikes)during)peakBhours.))• Fitness)conversa/ons)increased.)• SafetyBrelated)conversa/on)decreased.)(Helmet)safety)was)an)ini/al)conversa/on)driver.)))