SOCIAL MEDIA
@NMBS
LEARNINGS FROM A SOCIAL MEDIA LAUNCH
WHO’S WHO?
JEAN-MARIE
HOFFELINCK
KIM
CASTRO
ADVISOR ONLINE
COMMUNICATION
COMMUNITY
MANAGER
@BRUSSELSREGULAR
Corporate	
  C...
CONTENTS
•  SNCB: Facts & Figures
•  Why Twitter for SNCB?
•  Launch Triggers
•  5 Essentials Before a Social Media Launch...
FACTS & FIGURES
850.000
DAILY TRAVELERS
550
STATIONS & STOPS
3.700
TRAINS/DAY
19.385
EMPLOYEES
172.900
BRAND MENTIONS
IN 2...
WHY TWITTER FOR SNCB?
•  Twitter is ideal for real time communication (railway
context)
•  Fast communication in crisis si...
LAUNCH TRIGGERS
“… One giant leap for SNCB”
•  Private account by employees
•  Showed big potential audience on Twitter
•  Positive impact on travellers (#nmbsocial,
...
TRIGGER: SNOW CRISIS 12.03.2013
•  Hundreds of people stuck in trains
•  Thousands of tweets on one day
•  Tools for crisi...
5 ESSENTIALS BEFORE LAUNCH
“Be prepared …”
ESSENTIAL #5: OPENING HOURS
6h 8h 15h 22h18h
0
2.500
5.000
7.500
ESSENTIAL #4: SPOCS & PROCEDURES
•  Find internal specialists, involve them before
launch
•  Create clear internal procedu...
•  One single point of contact
•  Not based on internal structure
ESSENTIAL #3: HOW MANY ACCOUNTS?
ESSENTIAL #2: MONITORING & SCRIPTS
•  Monitoring: get a sense of volume and type of
questions
•  Learn the language of you...
ESSENTIAL #1: GREAT PEOPLE
•  Ambassadors
•  Search for internal passionate employees
•  They create a personal, more posi...
HOW WE USE ENGAGOR: 5 TIPS
“Using Engagor to the max”
TIP #5: EXTENSIVE TAGGING
TIP #4: CUSTOM CHARTS
TIP #4: CUSTOM CHARTS
•  Export of Engagor data to RSS
•  Handy for internal information sharing, not
everyone has to be in Engagor
•  Jacca-scr...
TIP #2: REALTIME FEEDBACK
TIP #1: SMART INBOXES
•  Keep your inbox clean by filtering mentions into
Smart Folders
•  Useful for contests, special ha...
KEY TAKEAWAYS
“You shall not forget…”
“Listen to your audience.
They tell you a lot.”
K E Y TA K E A W AY S
“Search internally for
passionate employees”
K E Y TA K E A W AY S
“Be prepared, adapt quickly”
K E Y TA K E A W AY S
ANY QUESTIONS?
Kim Castro, kim.castro@nmbs.be
JM Hoffelinck, jean-marie.hoffelinck@nmbs.be
CONTACT
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Engagor Day III: Use Case NMBS/SNCB 'Learnings From a Social Media Launch'

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Kim Castro and Jean-Marie Hoffelinck from the Belgian Railroads (NMBS/SNCB) tell us more on how and why they they jumped on the social media wagon. They share some of the social media essentials every company should know about, as well as some practical Engagor tips and tricks!

Engagor Day, an event for all Engagor users and partners to help them optimize their social media engagement and analytics.

Published in: Social Media, Technology

Engagor Day III: Use Case NMBS/SNCB 'Learnings From a Social Media Launch'

  1. 1. SOCIAL MEDIA @NMBS LEARNINGS FROM A SOCIAL MEDIA LAUNCH
  2. 2. WHO’S WHO? JEAN-MARIE HOFFELINCK KIM CASTRO ADVISOR ONLINE COMMUNICATION COMMUNITY MANAGER @BRUSSELSREGULAR Corporate  Communica.on   Marke.ng  &  Sales   @ DEKIMCA
  3. 3. CONTENTS •  SNCB: Facts & Figures •  Why Twitter for SNCB? •  Launch Triggers •  5 Essentials Before a Social Media Launch •  How we use Engagor: 5 tips •  Key Takeaways  
  4. 4. FACTS & FIGURES 850.000 DAILY TRAVELERS 550 STATIONS & STOPS 3.700 TRAINS/DAY 19.385 EMPLOYEES 172.900 BRAND MENTIONS IN 2013 18.578 TWITTER FOLLOWERS
  5. 5. WHY TWITTER FOR SNCB? •  Twitter is 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
  6. 6. LAUNCH TRIGGERS “… One giant leap for SNCB”
  7. 7. •  Private account by employees •  Showed big potential audience on Twitter •  Positive impact on travellers (#nmbsocial, #mijntreinrijdt) TRIGGER: @STATIONSCHEFBMO
  8. 8. TRIGGER: SNOW CRISIS 12.03.2013 •  Hundreds of people stuck in trains •  Thousands of tweets on one day •  Tools for crisis communication?
  9. 9. 5 ESSENTIALS BEFORE LAUNCH “Be prepared …”
  10. 10. ESSENTIAL #5: OPENING HOURS 6h 8h 15h 22h18h 0 2.500 5.000 7.500
  11. 11. ESSENTIAL #4: SPOCS & PROCEDURES •  Find internal specialists, involve them before launch •  Create clear internal procedures for FAQ’s •  Refer to existing channels
  12. 12. •  One single point of contact •  Not based on internal structure ESSENTIAL #3: HOW MANY ACCOUNTS?
  13. 13. 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
  14. 14. ESSENTIAL #1: GREAT PEOPLE •  Ambassadors •  Search for internal passionate employees •  They create a personal, more positive connection with customers  
  15. 15. HOW WE USE ENGAGOR: 5 TIPS “Using Engagor to the max”
  16. 16. TIP #5: EXTENSIVE TAGGING
  17. 17. TIP #4: CUSTOM CHARTS
  18. 18. TIP #4: CUSTOM CHARTS
  19. 19. •  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
  20. 20. TIP #2: REALTIME FEEDBACK
  21. 21. TIP #1: SMART INBOXES •  Keep your inbox clean by filtering mentions into Smart Folders •  Useful for contests, special hashtag mentions or statistics
  22. 22. KEY TAKEAWAYS “You shall not forget…”
  23. 23. “Listen to your audience. They tell you a lot.” K E Y TA K E A W AY S
  24. 24. “Search internally for passionate employees” K E Y TA K E A W AY S
  25. 25. “Be prepared, adapt quickly” K E Y TA K E A W AY S
  26. 26. ANY QUESTIONS? Kim Castro, kim.castro@nmbs.be JM Hoffelinck, jean-marie.hoffelinck@nmbs.be CONTACT

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