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MDOT MTA: A Day in the Life of Steve Gladstone, Director of Digital Marketing and Content

Explore the Maryland Transit Administration (MDOT MTA), one of the largest multi-modal transit systems in the country, through the eyes of its Director of Digital Marketing and Content, Steve Gladstone. Learn about the various transportation services offered by MDOT MTA, their digital presence, and how they handle crises with a focus on ROI.

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MDOT MTA: A Day in the Life of Steve Gladstone, Director of Digital Marketing and Content

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  1. A Day In The Life Steve Gladstone Director Digital Marketing and Content

  2. About MDOT MTA • The Maryland Transit Administration is a division of the Maryland Department of Transportation and one of the largest multi-modal transit systems in the country, centralized around Baltimore City • Operate local bus service, commuter bus, light rail, metro subway, commuter train (MARC), and a comprehensive paratransit system • Also manage locally operated transit systems (LOTS) across Maryland’s 23 counties, Baltimore City, and city of Annapolis

  3. About MDOT MTA • The Maryland Transit Administration is a division of the Maryland Department of Transportation and one of the largest multi-modal transit systems in the country • Operate local bus service, commuter bus, light rail, metro subway, commuter train (MARC), and a comprehensive paratransit system • Also manage locally operated transit systems (LOTS) across Maryland’s 23 counties, Baltimore City, and city of Annapolis • Serve almost 400,000 weekly across all modes, 50%+ on local bus service alone

  4. Digital Presence • Facebook and Twitter: the big two • LinkedIn and Instagram: desire to grow both platforms in 2018 • YouTube: for storage/archival purposes • Tried others, but they ultimately don’t make sense for us

  5. The Players Office of Communications & Marketing (OCM) – regular content updates Operations Control Center (OCC) – alerts, advisories, and diversion information MARC and Commuter Bus – alerts, advisories, and timely news not covered by OCM

  6. The Day Content – what do we have to post if we haven’t scheduled anything? Focus on system changes, public meetings, local events, new programs, special occasions (holidays), recruitment, and our own employees Have at leastone boosted post per day

  7. Analysis: Why ROI Matters • Social Daily Summary – look at reach, engagement, boost performance, and comments on our main social media platforms • Monthly Digital Report – compile all digital metrics for website and social media content to determine what works and “why” it works

  8. Analysis: Why ROI Matters

  9. Analysis: Why ROI Matters

  10. When ROI Meets Crisis • On February 8, MDOT MTA shut down its entire metro subway network for emergency repairs beginning the very next day (Feb 9). • Communication Blitz Begins: around 10:30pm, a press release, Facebook post, and tweet go out near simultaneously. By 10:40pm, every news outlet has retweeted even though the late night news cycle was missed. • By February 9 at 5am, over 30,000 targeted people around our system have seen, retweeted, and shared the message. Total budget spent: $35.

  11. When ROI Meets Crisis • February 11 around 2:40pm: MDOT MTA announces the entire metro subway system will remain closed for up to four weeks, through March 11, for emergency repairs. • Simultaneously, a bus bridge is announced to carry people between all metro stations beginning Monday, February 12. • By February 12 at 4:00am, over 200,000 people have been reached through social media. Total budget spent: $85

  12. When ROI Meets Crisis • Week of February 12: MDOT MTA addresses bus bridge and other issues riders have across the network. New maps are created to guide riders to the appropriate locations. Tweets and posts go out every single day reiterating bus bridge information and other alternative transit options via our local bus services. • Things gradually return to “normal.” By that first Friday, our social media audience has returned to complaining about regular bus service and MARC train delays instead of metro and bus bridge issues.

  13. When ROI Meets Crisis In total for the first week…. • 27 tweets • 119,000+ impressions on Twitter • 13 posts • 323,000+ people reached • 32,207 post engagements • Over 3,000 shares • Budget spent: ~$500

  14. At the end of the day… Our job is to make sure our customers can get to the places they need to go and to communicate anything that might prevent them from doing that in a timely fashion. The day begins and ends with that. As the world moves to an increasingly digital lifestyle, we have the tools to raise awareness in an instant. Maximize that gift and use it responsibly. Learning how to best reach your riders is paramount to public transit. Because if they don’t know, they can’t go. And once you’ve done that…. focus on the puppies and happy trees 

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