There’s been a bit of discussion recently, eclipsing with the large failure that is iMOVE, about how TransLink doesn’t really know how to interact effectively with the web. I think it’s pretty evident in its ugly website, and PDF schedules alone that the transportation authority is somewhat behind the gun. Don’t even begin on social and independent media.

Roland has suggested they hire a social media guru to improve things. Ask and ye shall receive, apparently. TransLink recently posted a job listing on Craigslist and its site for a Communications Coordinator. It mainly talks about writing and publishing The Buzzer, but also mentions “the development and technical set up of The Buzzer online and [adapting] the printed Buzzer to online format and style. [Establishing] rules for the moderated online discussion area in conjunction with the Manager, Corporate Communications and [monitoring] interactive postings, communicating with the public by investigating and responding online to issues.”

Sounds like a social media guru to me! Also sounds like the perfect job opportunity for me, cause Zeus knows that I need one, especially considering I’m broke and Greg Andrews stole that Online Editor position at Techvibes before I even had a change to fight him over it :P

Course, being in Grade 12, I don’t quite fit the requirement of having completed high school, nor of having a certificate in communications or marketing. However, it’s not going to stop me.

I’ve submitted a resume and a cover letter to TransLink for the position. But what’s going to bring me over the top? Why, I put together a preliminary 7-point online communications strategy, something which would obviously need to be developed once someone (hopefully me) gets the job. You need to have a plan of where to go if you ever want to get anywhere, and this is that plan for Translink to effectively work with the web and the online community.

You can read the full document here on Google Docs, and I’ve also copied it over to this post, available below. Please leave a comment on what you think of the strategy, and support for me to get the job! Thanks everyone :D

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As it is well known, and quite obvious by the number of corporations jumping into the space, fostering interaction and two way communication between TransLink and its customers will ultimately improve TransLink’s image and ensure that customers voices are heard. Before we go into specifics, however, there is one main principle for TransLink to remember before beginning the transition from web 1.0 to web 2.0.

Let go to gain more

TransLink will have to understand that it cannot control everything. Customers will be more participatory than ever before. They will contribute heavily to the improvement of the end product - our transportation system. TransLink will have to give up control over certain information, while still maintaining an administrative role to ensure proper information and high quality content is made available.

More specifically, under seven different sections, there are many different ways that TransLink can go about providing information, fostering the development of online community, and engaging new stakeholders in all new discussions.

1. Corporate Domain

The corporate domain is the main face TransLink presents to the world through its main online website. While there may be microsites, or separate portals under TransLink’s control, its main page is the most essential part of the transportation authority being online. To foster interactivity, customers must be able to not only access what they want easily, but have opportunities to have two way communication with TransLink (which will need to be woven intricately throughout the whole website).

  • Redesign the TransLink website to the likes of the MBTA’s site. Simplify and update the user interface, while also providing new opportunities for public community interaction with TransLink (i.e. RSS, blogs, etc.). Include a MyTransLink section to favourite specific routes, stops, and trips. Include mobile accessibility to service alerts, route and schedule information, and MyTransLink. Ensure the design is written to the latest web standards, and avoid the use of Flash for important information.

2. Search Engines

This is extremely important, because unless people know the direct web address of the corporate domain, they will find it through a search engine. It is imperative that the corporate domain speaks easily with search engines so that it can be found.

  • Along with the website redesign, ensure search engine optimization. This relies of course on good content and navigation, but also on things like individualized title pages and META tags.

3. Outbound and Syndicated Web Communication

This is the more traditional form of communication in that TransLink is providing information directly to customers. It’s one-way communication. This is usually done through emails, newsletters, and more recently through syndication through RSS.

  • Capitalize on the TransLink Online Advisory Panel by launching a survey asking what forms of communication with TransLink the Advisors would support and be most keenly interested in (i.e. would people rather have a newsletter, or a blog, or a podcast, etc.). The results would steer this online strategy.
  • Ensure all important information on the corporate domain is available through RSS feeds (i.e. service alerts, The Buzzer, news releases). Also provide information on what RSS is and how to use it.

4. Brand Extension

Transportation is a consistently major issue to Metro Vancouverites. Typically TransLink is doing damage control in the media. This is the face that most see when they view TransLink. TransLink needs to use the web strategically to improve its brand, and to increase awareness of it.

  • Vancouver’s transportation system is still very young, just like the region itself, compared to most others in the world, but it has an evolving “livable lifestyle” which includes using transit, walking, and cycling. This has developed even more with the advent of climate change, and reducing our carbon footprints. TransLink needs to develop and capitalize on this “livable lifestyle”. Along with the Marketing department, a long term strategy needs to be put in place to develop and market this “livable lifestyle” that TransLink provides. This includes the new two-way communication provided through the online strategy.
  • As part of the “livable lifestyle” and the capitalization of the TransLink brand, TransLink should launch an online store to sell Vancouver transport specific merchandise, including shirts, hats, toques, buttons, umbrellas, etc. (i.e. a shirt with the words “The next station is…”).

5. Community and Social Media

This is web 2.0: the social internet. Plainly put, it means two way communication and plenty of interaction. This is something TransLink has yet to venture into very much, and will be a paradigm shift for the transportation authority, but will also yield the most improvements. By facilitating the development of community, TransLink will improve transparency, which will indirectly improve their image to the public. There are a number of ways in which TransLink can engage in this sector.

  • Blogging
    • Develop a reasonable blogging policy for all employees, including blogging in and outside of work.
    • Embrace local bloggers. Create and continually update a list of local independent media, foster these relationships through invitations to press releases and face-to-face meetings, and ensure that communication is a completely transparent two-way process.
    • Launch official TransLink blogs. The main blog should be written by the new communications coordinator, based on an online version of The Buzzer, and should feature cross posting to local blogs, a friendly approachable internet tone, behind the scenes looks at the transportation authority, the latest news, frequent updates on planning processes underway, coverage of community open houses, and more.
    • Include sub-blogs, written by departments (i.e. planning, engineering, etc.) for more specific tidbits, insight, and developments. There must be an understanding however that blogs are not just online press releases, but interactive conversations with new stakeholders, and they must be updated, and writers should comment back.
    • Also launch internal blogs for all employees. This will keep everyone informed and under the same direction. For example, have one for the Coast Mountain Bus Company, discussing new bus routes, schedule changes, policy changes, etc.
  • Social Networks
    • Have a Translink profile on Facebook. Allowing the public to befriend Translink will support a more interactive image and aid in developing the “livable lifestyle” of Translink. Service alerts, photos, podcasts, and links can be posted on the profile.
  • Forums
    • Forums are a unique and difficult creature. Even getting them off the ground can be a difficult issue. Forums require dedicated users, and are constantly evolve based on who participates. While they do support a high level of interactivity and the development of community, it is suggestion that official Translink forums not be developed initially, unless there is a large demand for them based on the survey results.
  • Wikis
    • Wikis are another very unique service available online. Its greatest advantage, the ability of anyone to modify a page, is also its greatest weakness. In the context of Translink reaching out to the community, wikis are not suggested, as it would be difficult to moderate the content. However, wikis have been successfully deployed corporately to keep everyone on the same page and flourish better communication and innovation. Therefore, it is concluded that wikis be more researched for potential at the corporate level of Translink with use by all employees.
  • Widgets
    • Widgets are micro interactive chicklets with specific purposes. For example, a widget could be used to find movie listings. Widgets can be desktop-based or web-based. The most obvious widgets for Translink would be a next bus widget, presumably desktop-based, while a web-based widget would fit well on a platform like Facebook. Another good desktop-based widget would be service alerts, or latest Translink photos.
    • A fourth widget could be developed, in conjunction with MyTranslink, with users favourite routes, that the public can post on their own sites or blogs. This widget would support the “livable lifestyle” of Translink, by encouraging the public to essentially publicize that they take transit, which in turn, makes it cool.
  • Microblogging
    • Microblogging is about blogging small blurbs very quickly. It is essentially making a text message available to the world. Microblogging has been developed by the likes of Twitter, Jaiku, and Pownce. The most obvious function for Translink to microblog would be service alerts. Through these different web service providers, other users can subscribe either to the feed directly through the website, through RSS, or sometimes through mobile text messages.
  • Tagging
    • Tagging is basically keywording without a list of keywords. It isn’t immediately evident how Translink could take advantage of this technology. However, by extensively tagging content, search engine optimization will improve dramatically.
  • Linking
    • Linking to the public’s content will again improve relations and foster two way communication. Users will be excited about being featured on Translink’s website, and their hits will increase. They will then attempt to develop even better content to get featured again. Linking can be done through a monthly, or weekly featured websites list. Another option would be to develop algorithm based “widgets” that continuously update and change the link list shown (i.e. most popular blog posts tagged with “translink” in the latest 24 hours). Link lists are beginning to be used quite a bit on corporate media’s websites.
  • Photos
    • Translink should continue the example set by InTransitBC, in which that private corporation has been actively taking pictures of construction of the Canada Line, many from perspectives not seen normally by the public. Translink could provide photos of new buses, or new retrofits, or new shelters. They should not be locked into the Translink site, however, and it is therefore suggested that Translink have it’s own profile on a popular photo sharing site like Flickr.
    • Translink should actively engage with existing Vancouver Transit photography groups, such as the VanTransit group on Flickr. It should post its pictures in groups, and should feature the community’s photography on the corporate domain through algorithm based widgets (i.e. photos in the latest week, photos rate with five stars, photos tagged “skytrain”).
    • TransLink should continue reaching out to the community of photographers by holding photo contests, or using local photographers for marketing shoots.

7. The Real World and the Virtual World are Tied

More than anything, the web is a supplement to the real world. It opens up new venues and opportunities to make real life connections and discussions. For TransLink to have a truly successful online strategy, they need to translate the opportunities they provide online into opportunities in person.

  • TransLink should sponsor events surrounding transportation. For example, public lectures by the SFU City Program. Or, a Vancouver Transit Camp. Be sure to support the events and organizations that want to improve transit. Make sure TransLink is ready and willing to work with others, and help its connections when they need aid.
  • Host blogger lounges to develop connections with key stakeholders in the independant media and foster that relationship. Provide bloggers with the resources they may need to create amazing content.
  • Host community events such as public forums and dialogue sessions. They don’t have to be about the development of a specific plan - they can be general. They could be about a specific event that recently happened, such as the frequent service changes on SkyTrain when it snows, and different ways to work around such a problem. They could be about facilitating a conversation about reuse of the Interuban. Make it interactive in real life, and make sure those who participate online participate in the real world.
  • Extend open houses and public forums through social media. Record the audio and add it to a podcast. Take pictures and post them on Flickr and Facebook. Make a video rundown of the event for YouTube.
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