MAX's Facebook launch to increase Ridership

Target Audience: The Modesto Area Express (MAX) FY 2017-2018 Social Media Facebook launch targeted current and potential MAX riders in the Modesto, California community. Through this effort, MAX focused on individuals aged 18 to 65, male and female, who lived in a 25-mile radius of downtown Modesto, particularly students at Modesto Junior College (MJC), working commuters, seniors, and potential "choice riders" (individuals with access to a personal vehicle).

Strategy Objective:In its FY 2017-2018 Marketing Plan, MAX created a roadmap to establish a Business Facebook Page to connect with current and potential riders. As an aspect of its social media cultivation, MAX committed to posting current and useful information to its Facebook page a minimum of four times per week, utilizing targeted ads to promote reach and engagement when warranted by focusing on its targeted audiences. MAX's Facebook following grew steadily due to consistent cultivation, the use of custom graphics, and promotion of community events MAX either sponsored or participated in during the fiscal year. The MAX Facebook page attracted 1,000 followers within twelve months of launching and continues to grow in followers, reach, and engagement.

Situation Challenge: A 2017 UCLA study examining national transit ridership decline suggests agencies should not respond to falling ridership by attempting to win back former riders who now travel via personal vehicle. The study suggests a better approach is to motivate the vast majority of people who rarely or never use transit to begin riding. Such "choice riders" are not dependent on transit, so to entice them to utilize MAX as an alternative means of transportation, it is imperative to ensure the system is easy to use and operating in a modern capacity. To appeal to new riders and compete with alternative mobility options such as Uber and Lyft, MAX understood it needed to enhance and promote its online capabilities through social media marketing to meet the needs of a new and modern consumer.

Results Impact: In addition to maintaining social media cultivation initiatives established in the FY 2017-2018 Marketing Plan, MAX has engaged Modesto area opinion shapers through the use of its Facebook Business Page. Local organizations, city groups, and area businesses regularly share MAX Facebook content and promote MAX events and news to their respective followers. This increased awareness of MAX service and partnership with the community has created a positive impact on potential "choice riders" and helped contribute to an increase in ridership (300 riders) on the MAX to BART Commuter Express from September 2017 to September 2018.

Why Submit: According to the Pew Research Center, as of February 2018, the share of Americans owning a smartphone is 77 percent and reliance on such devices for online access to goods and services is common among younger adults, non-whites, and lower-income Americans. MAX is striving to intently listen and understand the mobility needs of Modesto residents. Use of Facebook Business has helped MAX improve the image of public transportation and create a more personal relationship between MAX and its customers. The platform has enhanced MAX's customer service response time and provided an avenue to promote additional online tools such as real-time tracking and mobile ticketing. These tools are imperative in serving the needs of tomorrow's transit customer.