Repositioning the North/South Metroline With the help of web 2.0/Social media. Alex Sheerazi, sept 2010

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1 Repositioning the North/South Metroline With the help of web 2.0/Social media Alex Sheerazi, sept 2010

2 The Project passengers / day 9,7 km long 3,8 km bored twin tunnels 8 stations financed by: - Central Government - Municipality of Amsterdam

3 8 Stations Buikslotermeerplein J. van Hasseltweg Central Station Rokin Vijzelgracht Ceintuurbaan Europaplein South/WTC

4 Why the North/South Line? Accessibility of the centre of the city Connection with the region Improvement of the public transport network Incentive for economic development Reduction motorized transport

5 Original figures and positioning Commissioning: 2008 Costs:1,1 bilion euro Hinderance for surroundings will be minimal Risks for buildings and houses are also minimal The message: don t worry, go to sleep and when you wake up the metro line will be ready

6 How different it turned out to be Significant delay: 2017 (2008) Costs over run: 3,1 bilion euro (1,1 bilion euro) And thats not all...

7 Extreme and enduring hinderance 7

8 Twice a major technical failure

9 A project in dire straits The incidents and set backs lead to grave political and governmental consequences Febr. 2009: alderman Herrema steps down Inquiry into whether or not the project can be realised at all (commission Veerman) Council inquiry to reconstruct the decision making proces Breace of trust: the citizens of Amsterdam lost confidence in the project and its builders

10 Communication challenge: From pissing pole To trust & From trust to pride

11 Improving reputation 1. Makes the project less vulnerable impact of incidents and issues 2. Strengthens pride and commitment personnel 3. Increases stakeholder appreciation 4. Regains trust of citizens of Amsterdam

12 How do we do that? Getting in control of the primairy process and construct the project without incidents Repositioning the project Focusing the communication by core values and themes Long therm communication strategy Strengthening the communication team

13 Repositioning From inside out becomes: from the outside in From distant builders to a sensitive organisation From scientific researchers to experienced crafts men From the religion of technical know how to an extremely difficult job and maximal transparancy (also about risks)

14 Core values & themes are guiding the communication Sensitivity Constructing with attention for the neighbours The future A fast and modern way to travel Professional builders & sensitive for people Connection A healed city: connecting North with the rest Realism A great and difficult challange Enchantment The magic of the construction sites &mega structures Pride The deltawerken of Mokum

15 sensitivity realisme Enchantment Decentralising the team: at the skin of the operation Working on a sensitive organisation Think and act from the outside in From the religion of technique to people NZL-shopping guide Celebrating milestones with stakeholders Consumer panels Dialogue and interaction off and on line Communicating risks (website, meetings, stickers, news media, top 15 local newspaper) Honest communication about hindrance Pro-Active media policy (Vijzelgracht, CS) Builders and craftsmen tell the story and progress of the project Celebrating the arrival of the TBM s Underground view point in a construction site Open Day Guided tours Celebrating milestones Children as a special target group, cartoon figure Education programmes for schools Surprising and creative connections with art and cultural initiatives and institutions Noticeable in: attitude & behaviour, activities & means, words & image

16 Project & comm. cyclus Broad society Rejection Acceptance Start commisionin g Fierce resistance Turning point End 2012 Point of no return acceptance Summer2009 Resistance exploration Individual 16

17 Examples of how we implemented it

18 Communicating the tunnel boring proces: men in front of the machine Mogen wij ons even voorstellen?

19 Media strategy: open and pro-active Press meeting on construction site Pro active: leaking diaphragm walls Pro active: flooding of a sewer

20 Media strategy: investing in media-relations Man I am Boring here in Soft pastry Volkskrant, 18 juni

21 In Q for the first time since Q a positive media picture aantal artikelen Man Ik ben -32 Hier in een Puddingbroodje Aan het boren Mediabeeld Noord/Zuidlijn Volume en teneur Q t/m Q2 2010* Q3 Q4 Q1 Q2 Q3** Q4 Q1 Q2 Q3 Q4 Q1 Q Publistat B.V teneur (0=neutraal)

22 Communicating risks

23 Pro actively informing the neighborhood about risico s

24 Why social media & web communication?

25 Centrale plaats webcommunicatie & social media Waarom? Snelheid Actualiteit Bereikbaarheid Effectiviness of the traditional media is decreasing More and more people are using internet & social media Randvoorwaarden: Relevantie Constante info-voorziening Bereikbaarheid en contact garanderen Google-ranking Link building Netwerken voeden Resultaat: Q1 2009: bezoeken Q1 2010: bezoeken Recommendations of other community members are more believable Image and reputation are increasingly influenced by internet and social media Therefore the web and social media become of increasing importance to monitor and manage your reputation

26 Centrale plaats webcommunicatie & social media Waarom? Snelheid Actualiteit Bereikbaarheid Randvoorwaarden: Relevantie Constante info-voorziening Bereikbaarheid en contact garanderen Google-ranking Link building Netwerken voeden Resultaat: Q1 2009: bezoeken Q1 2010: bezoeken Web and social media have a larger spread More interaction, resulting in valuable feedback Resulting in stronger relations and an increase of loyality Creates communities and enlarges the group of ambassadors Speed and & being up to date Accessability

27 Centrale plaats webcommunicatie & social media Waarom? Snelheid Actualiteit Bereikbaarheid Conditions Relevancy Randvoorwaarden: Relevantie Constante info-voorziening Bereikbaarheid en contact garanderen Google-ranking Link building Netwerken voeden Resultaat: Q1 2009: bezoeken Q1 2010: bezoeken Permanent information supply Guarantee accessibility and contact Google-ranking Link building Feeding social networks

28 Centrale plaats webcommunicatie & social media

29 Q1 2009: visits Q2 2010: visits 1400 subscribers Sheet 29

30 Self generated content (professional fotographers, foto s colleages) Facilitated content(news media, foto journalists) professional and amateurs. Impuls via for example foto competitions. Self initiated content professionals and amateurs Sheet 30

31 Self generated content (NZL journal, commercial Mart de Mol, eigen filmpjes inhijsen graafwiel, lekkage voorplein CS) Facilitated content (News media and Web (nu.nl en Parool TV ), vakpers, corporate movies) professional and amateurs. Self initiated cotntent by professionals and amateurs) Sheet 31

32 Sheet 32

33

34 Examples webcare

35 mediastrategie: ook lik-op-stuk c.q. on line reputatiemanagement Vijzelgracht: persbijeenkomst vriezen

36 extra bezoekers op één dag.

37 Other activities

38 This week also on street level

39 Enchantment: the arrival of the wheel for 500 guests (o.a. residents, shopkeepers, stakeholders)

40 Sheet 40

41 Using the magic: An underground view point. Letting people experience the building sites and constructions. Also maximal transparancy and reinforcing the commitment of the citizens of Amsterdam.

42 Communication for youth (the future metro travellers).

43 Participation of schools in activities Winning school at the blessing of the TBM s

44 Repositioning in word and image old new

45 old new

46 old new

47 oud new

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