Download - Social media @ SNCB
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SOCIAL MEDIA @SNCB
LEARNINGS FROM A SOCIAL MEDIA LAUNCH
#ENGAGORDAY
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WHO’S WHO? JEAN-MARIE
HOFFELINCK KIM CASTRO
ADVISOR ONLINE COMMUNICATION
COMMUNITY MANAGER
@BRUSSELSREGULAR
Corporate Communica.on Marke.ng & Sales
@ DEKIMCA
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CONTENTS
• Facts & Figures • Why Twitter for SNCB? • Launch Triggers • 5 Essentials Before a Social Media Launch • 5 Tips: How we use Engagor • Key Takeaways
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FACTS & FIGURES
850 .000 DA I LY TRAVELERS
550 STAT IONS & STOPS
3 .700 TRA INS /DAY
19 .385 EMPLOYEES
172 .900 BRAND MENT IONS I N 2013
18 .578 TW ITTER FOLLOWERS
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WHY TWITTER FOR SNCB?
• Ideal for real time communication (railway context)
• Fast communication in crisis situations (strike, heavy weather, …)
• Learning from travelers, solving “real time”
problems
• Conversation: explaining why things go right or wrong
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LAUNCH TRIGGERS
“… One giant leap for SNCB”
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• Private account by employees
• Showed big potential audience on Twitter • Positive impact on travelers (#nmbsocial,
#mijntreinrijdt)
TRIGGER: @STATIONSCHEFBMO
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TRIGGER: SNOW CRISIS 12.03.2013
• Hundreds of people stuck in trains
• Thousands of tweets in one day • Tools for crisis communication?
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5 ESSENTIALS BEFORE LAUNCH
“Be prepared …”
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ESSENTIAL #5: OPENING HOURS
6h 8h 15h 22h 18h 0
2.500
5.000
7.500
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ESSENTIAL #4: SPOCS & PROCEDURES
• Find internal specialists, involve them before launch
• Create clear internal procedures for FAQ’s
• Refer to existing channels
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• One single point of contact
• 2 Accounts: @NMBS & @SNCB
• Not based on internal structure
ESSENTIAL #3: One SPOC
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ESSENTIAL #2: MONITORING & SCRIPTS
• Monitoring: get a sense of volume and type of questions
• Learn the language of your clients. Avoid jargon
• Create answer-templates
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ESSENTIAL #2: MONITORING & SCRIPTS
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ESSENTIAL #1: GREAT PEOPLE
• Ambassadors • Search for internal passionate employees
• They create a personal, more positive connection with customers
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ESSENTIAL #1: GREAT PEOPLE
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HOW WE USE ENGAGOR: 5 TIPS
“Using Engagor to the max”
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TIP #5: EXTENSIVE TAGGING
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TIP #4: CUSTOM CHARTS
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TIP #4: CUSTOM CHARTS
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• Export of Engagor data to RSS • Handy for internal information sharing, not
everyone has to be in Engagor • Jacca-screens for trainmanagers
#L66 #Zedelgem #Torhout Storing aan de seininrich7ng
TIP #3: RSS
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TIP #2: REALTIME FEEDBACK
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TIP #1: SMART INBOXES
• Keep your inbox clean by filtering mentions into Smart Folders
• Useful for contests, special hashtag mentions or statistics
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KEY TAKEAWAYS
“You shall not… forget!”
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“Listen to your audience. They tell you a lot.”
K E Y TA K E A W AY S
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“Search internally for passionate employees”
K E Y TA K E A W AY S
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“Be prepared, adapt quickly”
K E Y TA K E A W AY S