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PBA/B&H City Council. Social Media Research
Total influence reach in 3 month campaign (Brighton and Hove): 369,676 people.
Peter Brett Associates (PBA) delivers sustainable development and infrastructure projects worldwide.
Working with Brighton and Hove City Council, PBA were looking for a creative social media agency to deliver the online side of a long-term social marketing campaign to change travel behaviour in Brighton and Hove and promote sustainable transport.
Qube won a competitive tender for the social media contract.
The challenge
Changing travel behaviour - specifically encouraging people to drive less and walk, cycle, bus or train more is no easy task. Qube's challenge was to understand the travel habits of people in Brighton and Hove, to map the online communities where they spend time and to listen to them. Only then could we develop an engaging online outreach programme to affect social change.
Transport is not the most interesting of topics and something hugely personal to each and every individual.
The results
Twago has had a fantastic response from both the Brighton & Hove community and from our client - it seems to have captured people's imagination in a way normal travel campaigns do not. There has been an exponential increase in people getting involved over the period.
Still in its first 6 weeks, 2,345 people have viewed the Twago blog and 600 Twagos have been tweeted - that's 100 individual travel journey's being tweeted from Brighton and Hove residents a week. This gives an Opportunities to View (OTV) for Twago of over 85,000 people in this period.
The tweets themselves have shown the initiative is helping to make people think about their travel habits. For example, in response to a question on "Have you seen the twago initiative":
"I have, it's excellent. Makes me think I ought to try the bus for @hovetuttle tomorrow."
@Sarah_Booker
Our client is very happy - for example, after a recent client meeting, he twago'ed this:
"Progress meeting at Qube Media today, great work on #twago, my car journey home felt even more of a sin :-)"
@bobpinkett
This campaign was a finalist in the 'most awesome use of digital media' category of the Brighton and Hove Business Awards.
After this successful pilot programme, we handed the community back to Brighton and Hove City Council to further cultivate and develop.
What we did
We delivered:
- Social Media Roadmap
- Community Builder
- Marketing Campaign
- Insight and Innovation
Roadmap
Community mapping
We researched and mapped the target communities and influencers of people who live and work in Brighton and Hove. By creating user personas and listening to the online communities, blogs and social network spaces, we were able to determine the best approach to get people involved with this initiative.
Marketing plan
We decided to use the new micro-blogging platform Twitter, to engage people in an 'interesting experiment'. Our answer to the challenge was to provide a platform for people to share their own transport experiences; the funny, the sad, the interesting, the problematic. This allowed us to get people talking about transport choices and implicitly allow them to see how they and others get around their city daily.
Twago is a simple way for people who live and work in Brighton and Hove to share their travel habits. People tweet when they travel somewhere, using the hash tag #twago. It's beauty is in its simplicity. It doesn't require people to do anything they aren't doing already.
Campaign measurement
Our initiatives were measured by engagement - how many people took part, how many saw and were influenced by the initiative, how many online submissions were made and how many are commented.
Community Builder
Social media outreach
We provided an effective call to action by specifically approaching people and asking for help into this research project - not trying to hide what it was. The reward was that they got to be a part of a community with a good cause, potential prizes, kudos from their peers and a chance to see how they and others get around Brighton.
Engaging through social tools
The Twago community tweeted pictures of things they passed on their way to work or out and about on their travels. These were added to a Google Map mashup of the city, along with the tweets they were submitted with.
This provided a 'personal' map of the city created by the people that live here - not just traditional landmarks. You can see this here: Twago Community Photos
Community Management through blogging
A prize was given each week for the funniest or most interesting Twago... creating competition to keep twagoing and to really think about what they are seeing and doing as they travel - be that to work, on the school run or just going to the pub. View the blog - now facilitated by Brighton and Hove City Council - here: Twago blog
Insight and Innovation
Consumer panel
In addition to traffic to the community website, our twitter initiative 'twago' tracked daily travel habits, allowing us to measure not only current travel habits of Brighton and Hove residents, but to monitor if there had been any change over a three month period. This gave us a benchmark for the success of the entire initiative.
It provided valuable insight for our client, helping them understand the drivers and outcomes of these choices to continue developing new and interesting ways to have this conversation.
Follow @twago on Twitter.