Use case Engagor Day De Lijn - RCA

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Dieter Van Esch from RCA explains how De Lijn developed a social media strategy and how they got started.

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Use case Engagor Day De Lijn - RCA

  1. 1. ENGAGORCASE STUDY – DE LIJNfacebook.com/delijntwitter.com/delijn20130228© RCA Group #engagorday @dietervanesch
  2. 2. Agenda INTRO OBJECTIVES PRE-LAUNCH LAUNCH  Team listening  Team talking ROI?© RCA Group
  3. 3. Social media team RCA Group@dietervanesch@jentejoris@Boxcob@sabbeaurore © RCA Group
  4. 4. References© RCA Group #engagorday @dietervanesch
  5. 5. © RCA Group
  6. 6. Agenda INTROOBJECTIVES PRE-LAUNCH LAUNCH  Team listening  Team talking ROI?© RCA Group
  7. 7. De Lijn & social media❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010)© RCA Group #engagorday @dietervanesch
  8. 8. De Lijn & social media❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) ❯ Reputation management Distribute your own information as if you were a media company© RCA Group #engagorday @dietervanesch
  9. 9. De Lijn & social media© RCA Group #engagorday @dietervanesch
  10. 10. De Lijn & social media❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) ❯ Reputation management ❯ Strengthen the employer brand© RCA Group #engagorday @dietervanesch
  11. 11. De Lijn & social media❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) ❯ Reputation management ❯ Strengthen the employer brand ❯ Co-create© RCA Group #engagorday @dietervanesch
  12. 12. Agenda INTRO OBJECTIVESPRE-LAUNCH LAUNCH  Team listening  Team talking ROI?© RCA Group
  13. 13. De Lijn & social media❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11© RCA Group #engagorday @dietervanesch
  14. 14. De Lijn & social media27/06 – Bert Van Marwijk resigns as coach 16/07 – Video – Rock on busof Oranje – ‘de lijn vrijhouden’ 17/07 – Bus accident at Turnhout28/06 –25% more customers for De Lijn at 19/07 – Busses maintained in LimburgRock Werchter 29/07 – A lot of fines are not cashed in yet03/07 – Vandals damage bus 05/08 – record order new trams © RCA Group #engagorday @dietervanesch
  15. 15. De Lijn & social media❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11 ❯ Monitoring other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’)© RCA Group #engagorday @dietervanesch
  16. 16. De Lijn & social media© RCA Group #engagorday @dietervanesch
  17. 17. De Lijn & social media❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11 ❯ Monitoring other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’) ❯ Solving problems under the radar (ex. Reynebeau, information pole, …)© RCA Group #engagorday @dietervanesch
  18. 18. © RCA Group
  19. 19. © RCA Group
  20. 20. © RCA Group
  21. 21. De Lijn & social media❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since the beginning of 2012 ❯ Monitoring of other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’) ❯ Solving problems under the radar (ex. Reynebeau, information pole, …) ❯ Crisis communication (case with rock on bus, accident at Nieuwpoort, …)© RCA Group #engagorday @dietervanesch
  22. 22. © RCA Group
  23. 23. © RCA Group
  24. 24. Agenda INTRO OBJECTIVES PRE-LAUNCHLAUNCH  Team listening  Team talking ROI?© RCA Group
  25. 25. De Lijn & social media❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Contentplan ❯Social media policy© RCA Group #engagorday @dietervanesch
  26. 26. De Lijn & social media❯ LISTENING > DE LIJNINFO ❯ Intensive training© RCA Group #engagorday @dietervanesch
  27. 27. De Lijn & social media© RCA Group #engagorday @dietervanesch
  28. 28. De Lijn & social media© RCA Group #engagorday @dietervanesch
  29. 29. De Lijn & social media❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema© RCA Group #engagorday @dietervanesch
  30. 30. De Lijn & social media❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts© RCA Group #engagorday @dietervanesch
  31. 31. De Lijn & social media❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts ❯ Engagor© RCA Group #engagorday @dietervanesch
  32. 32. © RCA Group
  33. 33. © RCA Group
  34. 34. © RCA Group
  35. 35. De Lijn & social media❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Content plan ❯Social media policy© RCA Group #engagorday @dietervanesch
  36. 36. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy© RCA Group #engagorday @dietervanesch
  37. 37. De Lijn & social media❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy© RCA Group #engagorday @dietervanesch
  38. 38. De Lijn & social media❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy© RCA Group #engagorday @dietervanesch
  39. 39. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy© RCA Group #engagorday @dietervanesch
  40. 40. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan - disturbances ❯ Social media policy© RCA Group #engagorday @dietervanesch
  41. 41. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan – ticket checks ❯ Social media policy© RCA Group #engagorday @dietervanesch
  42. 42. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan – top topicals ❯ Social media policy© RCA Group #engagorday @dietervanesch
  43. 43. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan – product info ❯ Social media policy© RCA Group #engagorday @dietervanesch
  44. 44. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan - reputation ❯ Social media policy© RCA Group #engagorday @dietervanesch
  45. 45. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan - conversation ❯ Social media policy© RCA Group #engagorday @dietervanesch
  46. 46. De Lijn & social media❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy© RCA Group #engagorday @dietervanesch
  47. 47. Agenda INTRO OBJECTIVES PRE-LAUNCH LAUNCH  Team listening  Team talkingROI?© RCA Group
  48. 48. © RCA Group
  49. 49. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT?© RCA Group #engagorday @dietervanesch
  50. 50. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT?© RCA Group #engagorday @dietervanesch
  51. 51. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare.© RCA Group #engagorday @dietervanesch
  52. 52. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare. ❯ Increase impact of own content. Without filter.© RCA Group #engagorday @dietervanesch
  53. 53. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare. ❯ Increase impact of own content. Without filter. ❯ Strengthen the reputation of De Lijn.© RCA Group #engagorday @dietervanesch
  54. 54. Already introducing the next speaker a bit… ❯ Since the start on 04/10 (incl nights & weekends) ❯Every 8 minutes someone is commenting on facebook.com/delijn or mentions @delijn on twitter © RCA Group
  55. 55. ❯ Since the start on 04/10 (incl nights & weekends) ❯1 on 3,5 tweets mentioning @delijn was answered© RCA Group
  56. 56. ❯ Most active days for De Lijn on social media ❯25 % Wednesday ❯22 % Thursday ❯18 % Tuesday ❯17 % Monday ❯13 % Friday ❯3 % Saturday ❯2 % Sunday© RCA Group
  57. 57. ❯ The age of our Facebook fans ❯33 % 13 to 17 years old ❯30 % 18 to 24 years old ❯11 % 25 to 34 years old ❯11 % 35 to 44 years old ❯9 % 45 tot 54 years old ❯6 % 55+ years old© RCA Group
  58. 58. ❯ The gender of our Facebook fans ❯52 % Female ❯48 % Male© RCA Group
  59. 59. ❯ Most active twitter user to @delijn is @thijsvandepoele ❯181 tweets mentioning @delijn in 146 days© RCA Group
  60. 60. De Lijn & social media❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare. ❯ Increase impact of own content. Without filter. ❯ Strengthen the reputation of De Lijn. ❯ Pssst.. More stats will follow in April!© RCA Group #engagorday @dietervanesch
  61. 61. Questions?© RCA Group
  62. 62. LET’S CREATE IMPACT dieter@rca.be twitter.com/dietervanesch© RCA Group

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