Transcript of "MetrôRio in Social Networks: strategic relationship with customers"
2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers Context
2011 Aberje Award METR Ô RIO CASE Metr ô Rio in Social Networks: strategic relationship with customers 2011 Aberje Award METR Ô RIO CASE Metr ô Rio in Social Networks : strategic relationship with customers City of Rio de Janeiro 6.5 million inhabitants
<ul><li>Train </li></ul><ul><li>Bus </li></ul><ul><li>Subway </li></ul><ul><ul><li>32 trains </li></ul></ul><ul><ul><li>182 cars </li></ul></ul><ul><ul><li>35 stations and </li></ul></ul><ul><ul><li>lines 1 and 2 </li></ul></ul><ul><li>Each subway train holds up to 1,800 passengers. To transport that same number, 36 buses would be needed. </li></ul>Three main public transport systems
The Evolution of Metr ô Rio 60,000 passengers/day Signature of a new contract with the State Government Metr ô Rio begins an investment plan totaling R$1.15 billion to purchase 114 new cars, new stations Cidade Nova and Uruguai 16km on Line 1 30.1km on Line 2 Makes transportation possible for more than 650,000 people every day 1979
2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers Challenge
From 60,000 to over 650,000 passengers/day The concession holder aims at serving 1.1 million people/day until 2014 How do we promote communications with such a wide audience? Challenge
2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers Objectives
<ul><li>A closer relationship and communication with Metr ô Rio's end clients: citizens and tourists </li></ul><ul><li>Give passengers a voice </li></ul><ul><li>Create opportunity to collect their contribution </li></ul><ul><li>Get to know their criticism and expectations related to the Rio subway system </li></ul>Objectives
<ul><li>Allow communications and relationship channels to evolve </li></ul><ul><li>Create opportunities to promote customer engagement </li></ul><ul><li>Use the most popular social networks in Brazil to extend that communication </li></ul><ul><li>Promotion and special activities </li></ul>Tactics
Twitter The beginning of MetrôRio ` s online presence in social media
<ul><li>Beginning: 2009 Still without establishing an official presence with regular monitoring on social networks. </li></ul><ul><li>Objectives: </li></ul><ul><li>allow the promotion of interactions that had already been promoted without the company ’ s involvement </li></ul><ul><li>cut customer response time </li></ul><ul><li>@metro_rio is now part of Metr ô Rio ’ s users daily routine. </li></ul>Twitter – The Beginning Currently, Metr ô Rio is followed by more than 12,000 Twitter profiles. (http://twitter.com/metro_rio)
Information and Cooperation Doubts regarding operations @metro_rio What ’ s the best route to Engenh ã o Stadium? 12 minutes ago via web in reply to metro_rio Sent by @victorhanan @metro_rio Ql a melhor forma de ir para o Engenh ã o? 12 minutes ago via web in reply to metro_rio Enviado por @victorhanan @metro_rio quer dizer que já posso voltar para casa!!! Obaaaaaaaa!!!! Enviado por @metrorioeassim @metro_rio That means I can finally go home!!! Great!!!! Sent by @metrorioeassim
Support to the population Donations to the victims of the Rio de Janeiro floods and mudslides “ Alo galera que ta a fim de ajudar o pessoal da Região Serrana EXISTE VARIOS PONTOS DE ARRECADAÇÃO COMO @metro_rio @circo_voador CruzVermelha ” Enviado por @florargen89 “ #FicaADica RT @metro_rio: Seja solidário e faça sua doação para as vítimas das chuvas da Região Serrana! http://bit.ly/eKo4Fz ” Enviado por @DomLeoF “ Hey, those of you who want to help the Rio flooding victims THERE ARE SEVERAL DONATION POINTS SUCH AS @metro_rio @circo_voador CruzVermelha ” Sent by @florargen89 “ #HeresaTip RT @metro_rio: Help your neighbor and make a donation to the Rio flooding victims! http://bit.ly/eKo4Fz ” Sent by @DomLeoF
Cultural promotions Support to the arts Clientes do @metro_rio têm 20% de desconto na compra do ingresso de @Hair_oficial! Aproveite a promoção ! http://bit.ly/f7GPsK 25 minutes ago via web Enviado por @moellerbotelho RT: @metro_rio: Começa hj a Mostra Internacional de Dança de Rua do Rio de Janeiro begins today. Cartão Pré-Pago 50% de disconto! http://bit.ly/9850B3 about 5 hours ago via Echofon Enviado por @thysajackes @metro_rio users have a 20% discount when purchasing tickets to see @Hair_oficial! You can ’ t miss it! http://bit.ly/f7GPsK 25 minutes ago via web Sent by @moellerbotelho RT: @metro_rio: The Rio de Janeiro International Street Dance Festival begins today. Pre-paid cards have 50% discount! http://bit.ly/9850B3 about 5 hours ago via Echofon Sent by @thysajackes
Going beyond Twitter MetrôRio in other social media/networks Strategic Planning for Digital PR > Social Networks/Media
<ul><li>First Stage: </li></ul><ul><li>Web monitoring: online word of mouth </li></ul><ul><li>Mapping opinion makers </li></ul><ul><ul><li>Second Stage: </li></ul></ul><ul><ul><li>Creation of an Editorial Scope </li></ul></ul>Strategic Planning for Digital PR >
Face to face meetings with Twitter opinion makers Digital PR Strategic Actions
Metr ô Rio Blog Active reader participation Online voting decided the colors of the new Metr ô Rio trains More than 6,000 people voted through Metr ô Rio Blog
Formspring Over 300 questions about the subway operations for the 2011 Solidarity New Year ’ s Eve event were answered in December 2010.
Foursquare Production of content with information on the surroundings of the Metr ô Rio stations to guide and motivate visits to the Rio de Janeiro tourist attractions. More than 29,000 check-ins in our stations.
Flows In a similar way, interactions and instances were organized in collaboration with MetrôRio
Content and Interaction A media flow developed for verification, approval and posting of content in different networks.
Instance flow to forward complaints and criticism received through social networks to different sectors of Metr ô Rio. Content and Interaction Workflow
Online Monitoring Monitoring and measuring results
Reports Catalogued postings generate monitoring alerts and monthly reports.
Personnel and Structure MetrôRio in Social Networks:
Personnel and Structure In order to allow the proposed planning, through the production and posting of content and response to interactions, in addition to continuous monitoring of key words, Metr ô Rio hired a team of eight professionals from the In Press staff: 01 integrated communications manager 01 social media planner 01 journalist specialized in social media 01 online monitoring analyst 04 staff members on call (responsible for monitoring, alerts and responses outside business hours)
The numbers Each follower represents a new friend
Numbers Flickr: 37 pictures and 268 total visualizations Blog: An average 2,000 monthly visits Twitter: Over 12,800 followers Facebook: Currently, over 2,300 people like Metr ô Rio ’s profile on Facebook Foursquare: More than 29,000 check-ins in our stations.