©2013 Networked Insights Data | Proprietary and Confidential ©2013 Networked Insights Data | Proprietary and Confidential

NEW YORK CITY’S CITI BIKE PROGRAM Social Data Reveals Consumer Insights

©2013 Networked Insights Data | Proprietary and Confidential

Source: Blogs/Forums/Twitter, 5/13 – 8/12/13

Citigroup– Overall Consumer Conversations

Sponsorships)aside,)Ci/group)has)a)consistent)level)of)social)engagement)around)loans,)credit)cards,)and)online)banking.)

0"

500"

1,000"

1,500"

2,000"

2,500"

3,000"

3,500"

0"5,000"

10,000"15,000"20,000"25,000"30,000"35,000"40,000"

5/14" 5/28" 6/11" 6/25" 7/9" 7/23" 8/6"

Ci0"

Ci0"Bike"(Second"Axis)"

Ci0"Bike"launch" MLB"AllDStar"Game""at"Ci0"Field"

©2013 Networked Insights Data | Proprietary and Confidential

Source: Blogs/Forums/Twitter, 5/13 – 8/12/13

Citi Bike – Launch Day Conversation

On)launch)day,)Ci/bike)drove)almost)a)quarter)of)the)total)Ci/group)conversa/on,)compe/ng)with)major)assets)like)Ci/bank)and)sponsorships)like)Ci/)Field.)

Ci#$Bike$23%$

Ci#$77%$

N = 14,090

©2013 Networked Insights Data | Proprietary and Confidential

0%"20%"40%"60%"80%"

100%"

5/13" 5/27" 6/10" 6/24" 7/8" 7/22" 8/5"

Love"Ci0"Bike" Hate"Ci0"Bike"

Source: Blogs/Forums/Twitter, 5/13 – 8/12/13 N = 41,328

Citi Bike – Consumer Reactions

Ini/al)dislike)around)the)Ci/bike)brand)was)due)to)placement)of)bike)docks,)but)as)the)userBbase)increased)so)did)posi/ve)consumer)reac/ons.))

©2013 Networked Insights Data | Proprietary and Confidential

0%"20%"40%"60%"80%"

100%"

5/13" 5/27" 6/10" 6/24" 7/8" 7/22" 8/5"

Fitness" Convenience" Safety"

Source: Blogs/Forums/Twitter, 5/13 – 8/12/13 N = 41,328

Citi Bike – Conversation Drivers

Ci#$Bike$conversa#on$had$three$major$themes:$Fitness,$Convenience,$and$Safety.$$

As$customer$counts$rose:$•  The)volume)of)consumer)conversa/ons)about)Ci/bike’s)convenience)dropped.)(Daily)

commuters)found)it)difficult)to)locate)or)dock)bikes)during)peakBhours.))•  Fitness)conversa/ons)increased.)•  SafetyBrelated)conversa/on)decreased.)(Helmet)safety)was)an)ini/al)conversa/on)driver.)))