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SOCIAL MEDIA

SOCIAL MEDIA. MTR Club Website Revamp Blog. Existing Challenge. Lack of bonding between MTR and its existing MTR Club members Lack of promotions after the merging of KCRC and MTR Out-dated website functions and design. Solutions.

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SOCIAL MEDIA

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  1. SOCIAL MEDIA

  2. MTR ClubWebsite Revamp Blog

  3. Existing Challenge Lack of bonding between MTR and its existing MTR Club members Lack of promotions after the merging of KCRC and MTR Out-dated website functions and design

  4. Solutions Opened up the entire MTR Club Website re-development process from the beginning to consumers to strengthen the bond with them, and to ensure the new MTR Club official Website is loved by everyone Started a Tribal DDB developer blog to share the latest progress everyday with pictures and words. Provided several challenges / choices each week during the development to consumers and involved them to make decision.

  5. Roadmap to create a everyone beloved MTR Club Website Customer involvement Trigger Online Channel Engaged evolving Launch! Customer MTR Club Website Development Blog Brand New Site MTR Club Homepage (under construction)

  6. Online Channel - Engaging Customers To engage MTR customers with a personal touch, we have started approximately 1,900 conversations in high traffic HK forums to talk about the MTR Club blog Online media in the first 3 weeks to light the fire!

  7. Key Highlights Campaign Period: 28 May - 17 July (7 weeks) 1) Total Page Views: 462,681 2) Number of Blog Visitors: 86,658 3) Average Visitors per Day: 1,769 4) Number of Blog Comments: 662 5) Number of Votes: 16,054 6) Number of Unique Voters: 7,427 MTR Club Blog - www.mtrclubblog.com.hk

  8. Week 1: Total votes: 2,669 A large majority of voters (67%) suggested that the “Latest Promotion” content should be prominently displayed at the revamped MTR Club Website Homepage. Followed by the “Gift Redemption” content, with 26% of voters selected.

  9. Week 2: Total votes: 2,950 The top rated revamp Website color combination is having Orange(26%) as the Website core color.

  10. Week 3:  Total votes:1,727 50% of the voters decided to have MSN emoticon for download. A set of 13 MTR Stations Characters MSN emoticons were developed.

  11. Week 4: Total votes:2,210 Regarding MTR Club member favorite redemption gift. 22% of the voters would like to have an option of Theme Park Ticket for gift redemption. Followed by MTR Ticket (20%) and Shopping Voucher (19%).

  12. Week 5: • Total votes:2,346 • Users’ rating (10 is the highest score ) • on existing MTR Club Website usability • based on the following criteria: • Content Richness - score: 4.8 • Ease of Information Search - score: 4.8 • Ease of Navigation - score: 7.5 • Overall Design - score: 7.5 • The upcoming MTR Club Website will • maintain a clear and simple navigation • menu throughout the site; and enhance • Website contents by adding Fun • Corner section and more comprehensive • information on gift redemption and new • offers.

  13. Week 6: Total votes:2,339 Regarding MTR Club member favorite Website Content. Almost 40% of the voters would like to read more dining and entertaininginformation around MTR Stations route. The rest of 3 preferences (MTR Services / MTR Stations Shops and Online Gifts) are equally voted.

  14. Week 7:  Total votes:1,813 5 major types of Website new services or functional enhancements are voted by MTR Club members. Top voted feature is “Octopus points online balance checking” with 29% of total votes. The results reporting that some enhancement on MTR Stations Map (23%) and a more comprehensive MTR Route Searching System (21%) are expected from MTR Club members.

  15. Top Response – No. 1 • Supporting and encouraging messages to our DDB development team • Total no. of response: 95 • Response summary: • Most messages are cheerful and positive to our DDB development team. • Some members appreciated our prompt responses on their feedback or enquiries; and they find it interesting to talk to the development team (a particular question could be asked according to the teammate’s expertise), instead of other Blogs managed by some unknown system administrator. • Many MTR Club members are looking forward to view our developing MTR Club Website.

  16. Top Response – No. 2 • Discussion on MTR Club Website identity, colors and design elements • Total no. of response: 84 • Response summary: • The website and its elements should be more colorful, however, the colors should accurately translate MTR Club’s identity, be aligned with MTR’s corporate identity and colors, and also be aesthetically pleasing to the eyes. • Warmer tones such as red, orange, and yellow. Red because of its sense of warmth and of its association to the MTR corporate logo; Orange because its impression of positive and energy. Yellow because of its gender neutrality and its association with the MTR uniform, but also because of its brightness, it may come across as too exaggerated. • Darker tones has also been mentioned for its professionalism and ease for the eyes, but not as strongly recommended as the warmer colors. • Of all dark tones, blue has been suggested the most because it fulfills the need of a color that’s professional, but also fun and easy to read

  17. Top Response – No. 3 • Club members wants to have more personal connection between MTR and other • passengers, and therefore would like to build a community where they can share, • discuss, and networking with each other. • Total no. of response: 72 • Summary: • Most members are interested in hearing stories from MTR staff employees and other passengers, as well as recommendation for places to share their dining and travelling experiences. • Contests such as a documentary and theme song competition were suggested to incorporate online media and MTR. • Photo upload function and albums for users to upload pictures and share their slice of life with MTR. • Apart from building an online community, users are also interested in meeting people outside cyberspace, such as community service events, a marathon using MTR trains, and tours among MTR Club members. • A user suggested to organize a voting for the “My Most Flavor MTR Station”.

  18. Top Response – No. 4 • Members wants more multimedia downloads from the upcoming MTR Club • Website • Total no. of response: 49 • Summary: • Wallpapers for computer desktop and cell phones, MTR station ringtones, screensavers, widgets, and MTR pictures should be available for download. • Users have also sparked interest in old and present MTR commercials. • All multimedia downloads should accommodate Mac and PC users. • MSN is an important vehicle of communication to the younger generation; MSN display pictures, emoticons, and wallpapers available for private use. • MSN is used by students and the work force and it is an effective way to reach out to both target audiences.

  19. Top Response – No. 5 • Discussion on the MTR bonus point accumulation program and the incentive/ gifts • redemption items that they are looking for • Total no. of response: 40 • Summary: • The point accumulation program could be incorporated into the games and activities. • There could be more incentive if they could get more out of game and activities such as points, coupons, free gifts, and free rides. • Members suggested to issue limited edition Special Ticket and initial pre-ordering for MTR Club members only. • Virtual MTR stations of souvenir stores, gift stores, promotions, etc, like The Sims so that people can redeem gifts and be rewarded with points virtually. • The convenience of internet can help accomplish these bothersome redemption tasks with just a few clicks without having to go out of their ways.

  20. Top Response – No. 6 • Discussion on Website functional enhancements that incorporate their daily • usage. • Total no. of response: 37 • Summary: • Members hope that this will become a multi-functional site with all the information they need and want, including store promotions and openings information;a more comprehensive checking system on train schedule, fares, and routes; Octopus usage history and points accumulated, news and weather reports. • Header flash could be reflective of real time and weather. • A “lite” version would be more convenient for those on PDAs/cell phones (e.g WAP Site). • Add a keyword search function on the MTR Club Website.

  21. Top Response – No. 7 • Member wants to acquire more knowledge/ information regarding the MTR. • Total no. of response: 19 • Summary: • MTR is an everyday means of transportation, people want to know more about the trains and stations. • Most comments are regarding the MTRhistory, technology and evolution of the MTR trains, stations decoration / interior concept and staff uniform and the origins of MTR station names, exits, and colors. • Users would like to know all previously issued MTR Special Tickets and the designer’s profile or concept rationale. Member suggested that the Website may run a design competition and issue the best user designed MTR Special Ticket.

  22. Top Response – No. 8 • Customization in MTR Club Website • Total no. of response: 3 • Summary: • Recognizes their individual preferences and history through profile pages, animated avatars and icons, page skins, and font styles and colors. • Users want to feel more incorporated with the MTR Website. • Personalization is their method of incorporating their own identities into the MTR corporation. • Additionally, a membership database that recognizes their individual preferences and history makes it more convenient for the users and also makes them feel closer to the company.

  23. Other Responses on MTR Corporate Website • Summary: • Upgrade to a more interactive map – More cross checking between MTR routes, for more methods to travel from point to point. • The map currently on the corporate website is too old fashion and traditional, so they want an interactive flash program that is more convenient, quick, and detailed, and without the drop down menu. • Users want to know the quickest method to travel from origin and destination recommended by the MTR site. • The MTR corporate site should also collaborate with bus sites so that maps and instructions can even include bus routes and nearby attractions, along with train times and fares.

  24. Questions?

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