Transcript PowerPoint-presentatie

What road users want
The road sector and the social media
Christophe Nicodème
European Union Road Federation
The Global context:
Transport in Europe
 Major support to our socio-economic model
 Driver for employment and economic growth
 Mobility, trade and exchange
 Roads play an essential part
 European Road Network: some 5,5 million km
 A major community asset
 Estimated reconstruction value: 8.000 Billion €*
* ERF estimation
Roads are the backbone of the economy (1)
 Contribution to the EU Economy:
 Direct employment: 5 Million people
 +/- 5 % of the EU GDP
 With related employment: 14 Million people
 +/- 11 % of the EU GDP
 Investing in roads generates economic growth (1 €
* UKI BH 4th Road Congress September 2014
3 €)*
Roads are the backbone of the economy (2)
83,2 % of inland passenger transport
Roads are the backbone of the economy (3)
72,7 % of inland freight transport
Evolution forecast
Current trends in financing
Declining maintenance expenditures
Consequences
 Degradation of the road infrastructure
 Loss of value of the asset
 Increased management costs
 Increased costs for the users
Current challenges for the industry
and the society
 We cannot afford to lose the road asset
 How can we change the current situation?
 How can the road sector communicate with the road users?
 How can we together influence the decision makers?
Road users perspective
 Preliminary study (F, D, UK) – 2009/2010 on social media
 Do people talk about roads?
 Who talks about roads and where?
 What do people say?
 Feelings?
Is there an opportunity for the road industry?
Results
Yes, people talk about roads !
UK
France
First conclusions
People use social media as a platform to:
 Talk about roads
 Form opinions
 Organise debates
 Attempt to influence decision makers
But there is no existing forum to organise conversations
about roads and react to them!
Social media
 Awareness of social network is very high
 Facebook
 Twitter
 Google+
95 %
80 %
70 %
 More than 7 out of 10 internet users are members of at
least 1 network
 1.5 billion people use social network sites around the
world
Social networks are part of daily lives
The Opportunity:
Social Media about Roads
 Let’s talk about roads together
 To promote:

the BENEFITS OF ROADS

the need to secure BETTER ROADS FOR ALL in the future!
Initiative started in 2008
now coordinated by the ERF
Different partners:
•
•
•
•
ERF
National and Road Users Associations
Industry
External consultant
Mission of the ERI
The mission of the European Road Initiative (ERI) is
to become the Voice of the European Road through
social awareness campaigns and content promoting
the role of roads accross Europe
The Road Network
?
BRAND
IMAGE
Brand Image – positive sentiments
Keep Europe Moving!
The Brand Identity
The Brand Identity
Who do we want to talk to?
e-motion Website
www.roademotion.com
Strategy
 Draw attention of road users and communities
 Encourage interaction (comments, opinions, share)
 Build a positive advocacy within the road community
 Generate actions for a targeted demand for positive
changes on the European roads at different levels:
 European
 National
 Local
www.roademotion.com
Partnership
 Concept similar to a ‘franchise’ but without any financial commitment,
unless otherwise decided
 Focused on the dissemination of the brand ‘roademotion.com’
 Solution to the challenge of a central platform with local antennas
without creating a new organisation
 Use of existing platforms and national campaigns (European virtual
network) through NRA’s
 Bi-level support framework: central and national
www.roademotion.com
Join the Roademotion community !
Become a supporter!
Let’s talk more
about ROADS
www.roademotion.com