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Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
Social Media Strategy at VIA Rail
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Social Media Strategy at VIA Rail

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This is a copy of the presentation that I give at various events to help explain how we established our social media strategy at VIA Rail. …

This is a copy of the presentation that I give at various events to help explain how we established our social media strategy at VIA Rail.

It provides an introductory guide to establishing a social media program at any organization, as well as details on measuring campaigns, and advancing the program after the launch.

Published in: Business, Technology
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Transcript

  • 1. Social Media Strategy at VIA Rail
  • 2. About VIA Rail
    • An independent Crown Corporation established in 1977, VIA Rail Canada operates the national passenger rail service on behalf of the Government of Canada.
    • Operates up to 497 trains weekly on 12,500 kilometres of track, and serves 450 communities across the country, from coast to coast and north to Hudson Bay.
    • VIA carried over 4 million passengers in 2010.
    • Infrastructure includes:
      • 396 passenger cars;
      • 78 active locomotives;
      • 159 railway stations;
      • 4 modern maintenance facilities,
    • VIA employs some 3,000 people.
    • 2010 operating deficit of over 260 million dollars.
    • Since 2007, VIA has received $923 million – the biggest capital investment in VIA Rail ’ s history.
    • Changes to trains, tracks and stations – the renaissance of passenger rail service in Canada.
  • 3. Social Media Strategy at VIA Rail
    • How to setup your social media strategy:
    • Design a governance structure
    • Train employees
    • Engage
    • Measure
  • 4. The Early Days
    • Twitter used to push sales, travel info and company news.
    • Facebook presence through a personal profile (before corporate pages).
    • No engagement, monitoring or response.
  • 5. The Start of Something Special
  • 6. Learning the Basics http://www.youtube.com/watch?v=3SuNx0UrnEo
  • 7. Training Regimen
    • Editorial Committee
            • Refresh existing content
            • Create an editorial calendar
    • Champions Committee
            • Tone and manner
            • Response evaluation workflow
            • Social Media Monitoring
            • and Response tool
  • 8. The Nitty Gritty
    • Monitoring and Responding
    • Community Manager engages on a day-to-day basis
    • If needed, agency can provide support outside of business hours
    • Manage your customers ’ expectations
    OR
  • 9. The New Policy on the Block
    • The Social Media Policy
    • Manage personal and professional social media activity
    • Encourage the use of social media by setting rules and guidelines
    • Restrict access to corporate accounts
  • 10. How Do You Measure Success?
    • Basic Measurement
    • How many mentions per day?
    • Are they positive, negative, or neutral?
    • What are the trends?
    • Campaign Measurement
    • Decide on the purpose
    • Establish benchmarks
    • Compare results
  • 11. A Case Study in Campaign Measurement
    • Social Media Week (SMW) is an international conference that takes place across 12 cities worldwide between September 19th and September 23rd, 2011.
    • SMW allows anyone (businesses or individuals) to organize and host an event related to social media and provides assistance with planning and promoting.
    • VIA wanted to:
      • share our social media strategy;
      • engage with the new generation of industry thought leaders, and;
      • create a business case for the value of social media, including benchmarks to measure future campaigns against.
  • 12. What ’s the R.O.I.?
    • What ’s the R.O.I. on Blogging?
    • VIA used unique hashtags on Twitter to track the English blogger (#VIAyvr) and the French blogger (#VIAvcr). Combined, the two hashtags generated:
        • 241 messages (171 broadcast tweets, 44 @ replies, 26 retweets);
        • 1,285,221 impressions;
        • 38,401 people reached.
      • Additionally, the bloggers produced over 140 photos, 4 videos (including 2 videos > 2 minutes each, with 200 views combined to date) and 3 blog posts.
      • Traditional media value of 1.3M impressions: $10,000-$20,000
      • Traditional production value for print, radio and TV: $5,000-$200,000
      • Out of pocket cost to VIA: $2,500
  • 13. What ’s the R.O.I.?
      • What ’s the R.O.I. on Event Tweeting?
      • Prior to the event, the registration page generated 79 Facebook Likes, 382 Google +1 ’s, and 36 tweets.
      • A unique hashtag (#SMWbaiu) was used for the event and it generated the following results (according to TweetReach):
        • 268 messages (182 broadcast tweets, 36 @ replies and 50 retweets);
        • 398,889 impressions;
        • 86,687 people reached.
      • Traditional media value of 400K impressions: $3,300-$6,600.
      • Traditional production value for 400K impressions: $5,000-$200,000
      • Event cost to VIA: $18,000
      • Incremental event tweeting cost to VIA: $0
      • The hashtag made the trending topics of Vancouver. This means that, across the whole city, #SMWbaiu was one of the most talked about topics.
  • 14. The Framework
    • Create a governance structure
    • Consider a consultant or agency for additional assistance
    • Evaluate your internal resources
    • Create the necessary working committees
    • Train for social media basics and implementation
    • Develop a set of internal rules or policies
    • Measure and analyze your activity
  • 15. What ’s Next? Becoming a “Social Organization”
    • Internalize informal feedback – Using social data collected from our fans and followers to create an internal “feedback loop”, executing product and service changes.
    • Procure an advanced social media management tool – Increasing our ability to monitor, measure and report.
    • Establish our crisis management policies and procedures.
    • Create an executive blog – VIA executives share their views on the company, our products and services, and the travel and tourism industry.
    • Employee engagement and empowerment – Basic social media training to advance the knowledge of all employees, demonstrating how they can use social media personally and professionally.
    • Crowdsourcing – Asking for suggestions from our community members, using open-ended questions.
    • Trendspotting – Looking for opportunities and threats using the social data VIA collects daily.
    • Network expansions – Strategies for and increased use of Foursquare, YouTube and Google Plus.
    • Create an external wiki and internal social network.
    • Tweetups – Organized meetups with our online communities.
  • 16. Thank You
    • Questions? In 140 characters or less, please.

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