
During March T-Kartor were in Mechelen, Belgium for a workshop on Social Media in Public Transport. The event, run by the UITP (International Association of Public Transport) was held at the Lamot Congres Center in the city and featured a number of presentations from, amongst others Transport for London, Translink, DeLijn and RATP. There was also plenty of opportunity for debate with round table discussions and breakout sessions.
With a distinctly European flavour, delegates from 18 countries attended talks on subjects including:
- what social media can add to marketing
- creating relevance
- keeping transport systems moving using social media
- best practice examples
It was interesting to hear how public transport companies and authorities use social media channels for a variety of purposes, mainly:
- directly engaging with individual users for customer experience purposes
- engaging with followers and groups for marketing and communication purposes
- utilising the channels for service information
The last point here was especially relevant for T-Kartor who work with the integration of information systems. For example, having the ability to report vandalism at a bus stop via twitter from an existing product such as an online map positively exploits the immediacy of social media.
Transport for London has a good approach to social media use, with twitter feeds available for individual lines and also particular aspects of traveling such as Oyster Cards. Their main rule is to ‘tweet by exception‘ whereby communication is kept to a minimum unless there is an issue with a service. Users have also been canvassed through Twitter to respond to surveys, one result being that 50% of customers check these channels prior to their journey.
It was an enlightening and educational event and a good opportunity to meet with others working in the industry. In keeping with the public transport theme our representative travelled all the way there and back by train; from Sheffield to Mechelen via London St Pancras and Brussels… which was quicker than flying!
T-Kartor Group have social media accounts with:
LinkedIn // se.linkedin.com/pub/t-kartor-group/66/687/157/
Twitter // @TKartorGroup
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