Rail Revenue Keynote SNCB on social media

1. SNCB ON SOCIAL MEDIA
A train to catch

2. BART DE GROOTE
CMO Marketing & Sales
@NMBS/@SNCB
NICE TO MEET YOU

3. NICE TO MEET YOU
19 385 Employees
3 700 Trains/day
550 Stations & Stops
SNCB
850 000 Daily travelers
More than 20 000 Twitter followers

4. NICE TO MEET YOU
KIM CASTRO
15 years experience
Train conductor
Station chief
Traffic planner
…
Community Manager
@NMBS/@SNCB

5. Our journey today
● Timeline
● Social Media Team
● Learnings
● Key takeaways

6. Timeline

7. Timeline
Disaster Pukkelpop
SNCB on Social Media ?
@Stationschef
2011 – 2012
19/08/2011
01/10/2011

8. Timeline
Snow storm
SNCB & @Stationschef
@SNCB/@NMBS Launch!
01/05/2013
24/10/2013
12/03/2013

9. Social Media Team

10. Own tone of voice with
some simple rules

11. ● be honest
● have respect for your customer,
the company and yourself
● be coherent in your communication
● every question is a (mini) crisis

12. CONTENT
● Proactive communication
○ Realtime information
○ Commercial
○ Corporate
● One-to-one conversation (web 3.0)

13. Tools
Google Apps, Engagor, BlueBird

14. Engagor

15. Information sources
● Realtime chat with dispatching
● BlueBird
● Team website
● Realtime SPOCs

16. Realtime chat with dispatching

17. Bluebird

18. Team website

19. SPOCS
Contacts in all departments for fast handling

20. Learnings

21. Visual thinking is key to complex problem communication
Learnings

22. Anticipate on events. Social is now, act now!
Learnings

23. Learnings
The community decides!

24. Key takeaways

25. Search for passionate employees

26. Interact with your customers.
They tell you a lot!

27. #BSocial!

28. Be prepared
Adapt quickly

29. QUESTIONS?
Hey @SNCB ! I have a question !
Kim Castro
@dekimca
kim.castro@nmbs.be