GO to them v2.0

Just a quick post about a tiny revelation. Although likely not revolutionary, I thought I’d share.

I keep hearing and reading that if you want to engage your audiences with the use of social media, then you should “go to them” (or “GO to them” in GO Transit’s case). Simply put, it means, you have to participate. But wait! There’s more! (Hence version 2.0)

I was doing some research on Twitter and noticed that @GetontheGO has nearly 5,000 followers. But, get this: GO is only following 57 others. I think when the ratio is 1:100, there’s a slight (read: huge) imbalance. Here’s a quick screen shot:

Twitter screen shot -- January 29, 2012

So it got me thinking. Being present in social media platforms isn’t enough. GO Transit needs to prompt discussion, start the conversation, participate and really “go to” their audiences. Follow fans and critics, partners and competitors alike. Tradesies! You gotta give to take.

GO Transit needs to increase its reach (even to actively engage critics), raise awareness (educate) and build supportive online communities. This will help with community management overall.

You can’t just wait to see what the issues are. And you can’t use social media solely for promotion. You’ve got to ask customers how you could be doing better. This is a definite gap in GO Transit’s social media campaign.

I know I’m probably stating the obvious. But, if that’s the case, why is GO Transit not addressing this specific “issue”? What do you think?

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“McFail” — lesson 1

I was reading about the recent “McFail” on Ragan’s PR Daily blog and it got me thinking about lessons learned. Convenient that we have to post about them…

My lesson? We can’t control everything  – especially when it comes to social media.

Now, my fellow #smrtcce folks will likely agree that we can do a lot of work up front to prepare and prevent. But there are cases, like the McDonald’s Twitter campaign gone awry, where even up-front planning can’t deter a social media runaway. There are a lot of ways to look at this recent “incident” but I’ve been thinking about it from that preparation perspective because of where we are in the course.

We (as PR and Marketing pros) can brainstorm, assess the risks, make a strategic plan and finally roll it out thoughtfully. And still something goes wrong. Even the smallest hiccup or misunderstanding can derail all that work. But that’s our job in a nutshell. Things come up. All the time. Forever.

There’s gotta be something we can do about it. And I think the answer is flexibility. We have to be ready to respond. We have to be prepared to manage the affected community. The plan doesn’t end at campaign roll-out.

So that’s my first lesson. I think Murphy had it right, but it doesn’t mean we have to accept it. So? We roll up our sleeves.

Ahem: the pitch

So I already alluded to my pitch as part of my research summary so this won’t be unfamiliar ground.

I’m going to follow Scott Berkun’s advice on “How to pitch an idea”…particularly step 4, specific to a written pitch.

You’ll notice that it builds progressively…so for the whole shebang, you can read the 5-minute version.

*clears throat*

 

The napkin

The napkin


5-second

I know how we can make GO Transit more accessible, to a wider passenger audience.

 

The napkin: stage 2


30-second

I know how we can make GO Transit more accessible, to a wider passenger audience. There’s an opportunity to leverage the social media platforms GO Transit already uses. We have such an online presence and ways to engage our passengers, but we could do more to cross-promote our use of social media. By offering yet another way for our passengers to engage in a dialogue, we can continue to build trust. And ultimately, we’ll be able to show our passengers that we are addressing issues and we’ll be able to showcase route expansions and other positive things to our customers to keep them in the know.

 

The napkin: stage 3


5-minute    

I know how we can make GO Transit more accessible, to a wider passenger audience. There’s an opportunity to leverage the social media platforms GO Transit already uses. We have such an online presence and ways to engage our passengers, but we could do more to cross-promote our use of social media. By offering yet another way for our passengers to engage in a dialogue, we can continue to build trust. And ultimately, we’ll be able to show our passengers that we are addressing issues and we’ll be able to showcase route expansions and other positive things to our customers to keep them in the know.

Now there are things to consider, and we’ll need to do a lot of work up front to make sure we’re well-positioned to handle all that using social media means: the good, the bad and the ugly. We have to be aware of the issues our passengers bring to our attention through surveys and properly integrate our increased use of social media with all of the ways we presently communicate with our passengers.

By focusing on increasing our presence on three key social media platforms – Facebook, YouTube and Twitter – we’ll have a better chance of reaching a wider passenger audience. The more reliable and consistent access points we offer to customers as options to engage with us, the more likely we’ll be to increase our reach. But we have to start somewhere. And if we spend time and commit resources at the beginning of this process, we’ll be able to use social media strategically and influence public perception.

Part of the problem is that many of our passengers don’t know that we’re using social media. We can’t risk falling behind in the social media stratosphere. Our audiences are already there, so we need to go to them to make sure we’re engaging with them. I’m not saying it’ll be a walk in the park; this will take work and constant vigilance. We can’t start this and not follow through. We’ll have to dedicate resources to community management and engagement.

Increased dialogue is what we want, and what we need. When positioning things like a fare hike, our passengers will be able to voice concerns or encouragement in more online forums. Our supporters will help us respond to the negative and we’ll be able to reinforce our messaging. And our critics will feel like they’ve been heard.

This is directly related to our third customer promise: “Keeping you in the know.” Increased use of social media completely reaffirms that commitment.

I have to fall back on building trust. If we become a reliable source on multiple social media platforms, our passengers will see value in engaging with our business. If they can depend on us for consistent, transparent and real-time communication, they will certainly never feel like we left them hanging. If passengers see that added value from using our service, our profits will surely follow.

We have a great starting point. We’re already using social media. We have clear goals and a focus on safety that’s widely known. We’re committed to keeping passengers in the know. And we can leverage our online presence in other areas for an effective “re-launch”.

We can’t ignore this opportunity. The framework’s in place – all we have to do is build on it.

Get on the GO

I’ve made some progress on my assignment and I thought I’d share it with the #smrtcce folks. It’s gonna be a long one, so buckle up! (Isn’t it fun to use transportation-related clichés? Yes.)

Here’s a list of where I’ve been going to do some of my GO Transit research:

  • News articles (GO-related and competitor-related such as VIA Rail, thanks to @TheBethAmer)
  • Twitter (@GetontheGO)
  • Facebook (Get on the GO)
  • LinkedIn (company profile only – of note anyway)
  • Get on the GO YouTube channel
  • The Smart Commute website
  • Another blogger I found (CJ Smith) – This Crazy Train (she’s also on Twitter @ThisCrazyTrain)
  • The GO Transit website
  • I even grabbed a “GO News” booklet while I was on the GO bus last week (I’m pretty sure someone yelled out “Loser!” when I did, but I can’t be sure…it was dark)

Here’s a small summary of my findings (just some extras to compliment the SWOT analysis below):

@GetontheGO has ~4,500 followers on Twitter but has only tweeted 315 times. Most of the tweets are duplicated in French or are re-tweets, so that means they’ve probably only tweeted about 150 times. Doesn’t seem like much considering many #smrtcce-ers are gaining on them. Lots of 2-way information here though.

Get on the GO has just over 2,000 “Likes” on Facebook, and a little disclaimer asking posters to “keep your mom proud!” You can read the whole thing here. Its presence here seems lacking.

GO Transit has a Passenger Charter that’s posted everywhere. You’ve probably seen it and not even realized it. Basically there are 5 customer promises GO Transit sets out to keep. The one that factors in to my assignment is “Keeping you in the know”. This is where GO Transit lists all the ways passengers can stay informed about pertinent GO-related information. You’ll notice none of the items on the list refer to social media (even though they use social media). Now you can’t really blame them – social media is not frequently praised by governmental bodies. But, huzzah! Enter, Dani. Here’s my chance to capitalize on an untapped communications medium. This will frame my pitch.

Before that, here’s the good ol’ SWOT analysis of GO Transit’s social media engagement:

Strengths (internal)

  • Already using social media (which may mean a social media policy is already in place)
  • Clear company goals/charter
  • GO Transit’s focus on safety
  • Committed to keeping passengers in the know
  • Government-backing (and therefore, funding)
  • Engaged with followers, even if feedback is negative

Weaknesses (internal)

  • Potential lack of resources to manage increased use of social media
  • Not effectively cross-referencing all news in social media yet
  • Governmental influence potentially restricting increased use of social media
  • Not promoting their own use of social media

Opportunities (external)

  • Exploit use of social media and engage a wider audience
  • Potential for promotional programs
  • Diverse passenger demographic
  • Increased public focus on environmental solutions (GO Transit encourages reduction in greenhouse gas emissions and caters to the “Going Green” trend)
  • Endorsements and cross-promotion from industry partners (such as Smart Commute)
  • Planned route expansions and Union Station renovations

Threats (external)

  • Diverse passenger demographic
  • Disengaged and apathetic passengers
  • Alienating passengers who don’t use social media
  • Over-saturating passengers with GO-related information from many varying outlets
  • Misuse of social media by GO Transit
  • Recent fare-hike announcement (to go into effect on February 18, 2012)

This SWOT analysis is nice and tidy at first glance, but it’s packed with implications. For example, “diverse passengers” are both an opportunity and a threat. Social media is great because you can reach a wider audience but it’s harder to cater messages to a wider audience and some of that audience may not want to be engaged through social media. Tricky, tricky.

So, looks like GO Transit’s got a few issues to work on. The company is going to have to balance its reputation (which varies widely among passengers) and affiliations with Metrolinx (that governmental body I mentioned previously). GO Transit engages passengers in many ways, using surveys and some social media, but just announced a fare-hike. Why did I choose this topic again? It’s the same reason I’m taking 3 classes in Hamilton while working full-time in Toronto: I’m a glutton for punishment. But I like to think of it as “I like a challenge”. So as I ponder these issues, and my SWOT analysis, it looks like I’ll have to frame my pitch carefully.

With a little help from my friends in sales, I’ll try address the threats with careful planning and by exploiting the opportunities. Now to work on that elevator speech…

can’t…not…blog…about…SOPA

SOPA: Stop Online Piracy Act

I’m selfish. I’m human. My blog posts are at risk! So, do I care about the new American legislation? Heck yes. But there are two sides to the story and a few interesting tidbits in between…

There’s a lot of buzz about SOPA right now (especially today with the blackouts) and rightfully so. Just enter “SOPA” into any search engine. 

A lot of us Canadians might feel a little more helpless, eh? If you are passionate about SOPA (or any topic), there are things you can do. Leveraging social media is one. Can I get a (what what), #smrtcce? 

In the wake of social media (here comes a lofty statement), communities are no longer confined to backyard BBQs — they’re online and they’re a lot more far-reaching. Through the use of social media, at the very least, we can help influence the way things gets talked about. We have to educate ourselves about it and then participate in the dialogue.

I’m not going to ramble on too long (careful, that’s a Led Zeppelin song) but I’ll leave you with something Bob Dylan once said. In talking about a new song he had written, he back-tracked and said something like (I’m sure I’m butchering this) “…at least I think I wrote it. Maybe I heard it somewhere…”

Point? Some of the things we (common folk) talk about are a regurgitation. A lot of how we relate to others is based on common experiences and interests. And, when we talk to each other, we’ll reference that stuff without even thinking about it. On the other hand, one might argue that it forces us to think about it.

What do you think?

Noooooooooo: a dramatic reading

In doing some research on GO Transit, I came across this article from the Spec: http://www.thespec.com/news/ontario/article/652000–go-transit-to-hike-fares-starting-feb-18.

Basically the article announces that GO Transit will be raising its fares as of February 18, 2012.

Fiddlesticks. (I guess that reaction’s less dramatic than my title would suggest.) Looks like I’ll be stocking up on tickets before next month.

The silver lining? It’ll be an interesting conversation (if it truly is a dialogue) to follow on social media.

High-speed chase

I think I’ve got a research topic. Excited? Me too. So, as the title would suggest: let’s cut to the chase!

I spend a lot of time on the GO, getting to and from class 3 times a week. And I talk about it all the time (ad nauseam, I know). So, DUH  – I think I’ll go with that. I know enough about it and I’ll be able to get some research done en route. Ahhh, efficiency.

But it’s not all about me. Transportation is an issue for most people. If you drive for your commute, you’ve probably complained about traffic at least once. And if you take public transit, you have undoubtedly endured (significant) delays at one time or another. In the jockeying for highway space and among the debates about provincial and local public transit, I’ll bet that most of us have engaged in multiple conversations about it.

Some of my classmates will remember my other GO Transit project. Clearly I have some investment in it (I told you: ad nauseam). The difference will be the focus on (or even the mention of) the company’s use of social media.

I’m already following them on Twitter. And I know they have a Facebook page. I’ll have to see if anyone’s blogging about them and follow more press coverage on their goings-on. There’s gotta be something. I just don’t want to have to resort to watching old episodes of Train 48. Please tell me someone remembers that TV show…

I’ve got to get this project on the go (pun intended), and fast, because I’m quickly running out of time before a work trip interrupts my new routines. I’ve got some ideas on how to relate my project back to the movie, Speed (I HAD to include this clip from The Simpsonshttp://www.youtube.com/watch?v=dsA4FnwrR7E). But suggestions or feedback on the topic, and hints of where I might find more, are more than welcome.