Case study - social media engagement De Lijn

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RCA Group showcased this presentation during #engagorday. Objective of this presentation was to show how De Lijn started their social media engagement very modest, but is now more and more evolving into one of the examples on how a public company should communicate with his customers. Webcare has become a very important part of customer satisfaction and helps De Lijn with strengthening their reputation.

With RCA Group we helped De Lijn for more then a year and a half on what to expect and how to involve as a public transport company on social media. A very important aspect of this preparation was the online monitoring we did with Engagor. It allowed us to get a very good picture on what to expect as soon as we went officially online.

A good preparation, with adequate advice and the help of a great team at De Lijn resulted in a very good case study that we are proud to show to you in this deck!

We hope that it may be of interest to you and in case of questions or remarks, please do not hesitate to contact us at dieter@rca.be

Published in: Business

Case study - social media engagement De Lijn

  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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