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Case study - social media engagement De Lijn

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RCA group
RCA group

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

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ENGAGOR CASE STUDY – DE LIJN facebook.com/delijn twitter.com/delijn 20130228 © RCA Group #engagorday @dietervanesch
Agenda  INTRO  OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
Social media team RCA Group @dietervanesch @jentejoris @Boxcob @sabbeaurore © RCA Group
References © RCA Group #engagorday @dietervanesch
© RCA Group
Agenda  INTRO OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
De Lijn & social media ❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) © RCA Group #engagorday @dietervanesch
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
De Lijn & social media © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) ❯ Reputation management ❯ Strengthen the employer brand © RCA Group #engagorday @dietervanesch
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
Agenda  INTRO  OBJECTIVES PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
De Lijn & social media ❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11 © RCA Group #engagorday @dietervanesch
De Lijn & social media 27/06 – Bert Van Marwijk resigns as coach 16/07 – Video – Rock on bus of Oranje – ‘de lijn vrijhouden’ 17/07 – Bus accident at Turnhout 28/06 –25% more customers for De Lijn at 19/07 – Busses maintained in Limburg Rock Werchter 29/07 – A lot of fines are not cashed in yet 03/07 – Vandals damage bus 05/08 – record order new trams © RCA Group #engagorday @dietervanesch
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
De Lijn & social media © RCA Group #engagorday @dietervanesch
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
© RCA Group
© RCA Group
© RCA Group
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
© RCA Group
© RCA Group
Agenda  INTRO  OBJECTIVES  PRE-LAUNCH LAUNCH  Team listening  Team talking  ROI? © RCA Group
De Lijn & social media ❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Contentplan ❯Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training © RCA Group #engagorday @dietervanesch
De Lijn & social media © RCA Group #engagorday @dietervanesch
De Lijn & social media © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts ❯ Engagor © RCA Group #engagorday @dietervanesch
© RCA Group
© RCA Group
© RCA Group
De Lijn & social media ❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Content plan ❯Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - disturbances ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – ticket checks ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – top topicals ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – product info ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - reputation ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - conversation ❯ Social media policy © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
Agenda  INTRO  OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking ROI? © RCA Group
© RCA Group
De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? © RCA Group #engagorday @dietervanesch
De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare. © RCA Group #engagorday @dietervanesch
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
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
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
❯ Since the start on 04/10 (incl nights & weekends) ❯1 on 3,5 tweets mentioning @delijn was answered © RCA Group
❯ 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
❯ 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
❯ The gender of our Facebook fans ❯52 % Female ❯48 % Male © RCA Group
❯ Most active twitter user to @delijn is @thijsvandepoele ❯181 tweets mentioning @delijn in 146 days © RCA Group
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
Questions? © RCA Group
LET’S CREATE IMPACT dieter@rca.be twitter.com/dietervanesch © RCA Group

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Case study - social media engagement De Lijn

  • 1. ENGAGOR CASE STUDY – DE LIJN facebook.com/delijn twitter.com/delijn 20130228 © RCA Group #engagorday @dietervanesch
  • 2. Agenda  INTRO  OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
  • 3. Social media team RCA Group @dietervanesch @jentejoris @Boxcob @sabbeaurore © RCA Group
  • 4. References © RCA Group #engagorday @dietervanesch
  • 6. Agenda  INTRO OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
  • 7. De Lijn & social media ❯ OBJECTIVES ❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010) © RCA Group #engagorday @dietervanesch
  • 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. De Lijn & social media © RCA Group #engagorday @dietervanesch
  • 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. 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. Agenda  INTRO  OBJECTIVES PRE-LAUNCH  LAUNCH  Team listening  Team talking  ROI? © RCA Group
  • 13. De Lijn & social media ❯ PRE-LAUNCH ❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11 © RCA Group #engagorday @dietervanesch
  • 14. De Lijn & social media 27/06 – Bert Van Marwijk resigns as coach 16/07 – Video – Rock on bus of Oranje – ‘de lijn vrijhouden’ 17/07 – Bus accident at Turnhout 28/06 –25% more customers for De Lijn at 19/07 – Busses maintained in Limburg Rock Werchter 29/07 – A lot of fines are not cashed in yet 03/07 – Vandals damage bus 05/08 – record order new trams © RCA Group #engagorday @dietervanesch
  • 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. De Lijn & social media © RCA Group #engagorday @dietervanesch
  • 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
  • 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
  • 24. Agenda  INTRO  OBJECTIVES  PRE-LAUNCH LAUNCH  Team listening  Team talking  ROI? © RCA Group
  • 25. De Lijn & social media ❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Contentplan ❯Social media policy © RCA Group #engagorday @dietervanesch
  • 26. De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training © RCA Group #engagorday @dietervanesch
  • 27. De Lijn & social media © RCA Group #engagorday @dietervanesch
  • 28. De Lijn & social media © RCA Group #engagorday @dietervanesch
  • 29. De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema © RCA Group #engagorday @dietervanesch
  • 30. De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts © RCA Group #engagorday @dietervanesch
  • 31. De Lijn & social media ❯ LISTENING > DE LIJNINFO ❯ Intensive training ❯ Schema ❯ Scripts ❯ Engagor © RCA Group #engagorday @dietervanesch
  • 35. De Lijn & social media ❯ 04/10 ❯ Listening ❯Webcare > De LijnInfo ❯ Talking ❯Editorial board ❯Content plan ❯Social media policy © RCA Group #engagorday @dietervanesch
  • 36. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 37. De Lijn & social media ❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 38. De Lijn & social media ❯ TALKING ❯ Editorial board – delijn.praatmee.be ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 39. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 40. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - disturbances ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 41. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – ticket checks ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 42. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – top topicals ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 43. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan – product info ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 44. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - reputation ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 45. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan - conversation ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 46. De Lijn & social media ❯ TALKING ❯ Editorial board ❯ Content plan ❯ Social media policy © RCA Group #engagorday @dietervanesch
  • 47. Agenda  INTRO  OBJECTIVES  PRE-LAUNCH  LAUNCH  Team listening  Team talking ROI? © RCA Group
  • 49. De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? © RCA Group #engagorday @dietervanesch
  • 50. De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? © RCA Group #engagorday @dietervanesch
  • 51. De Lijn & social media ❯ WHAT’S THE RETURN ON INVESTMENT? ❯ Higher customer satisfaction through webcare. © RCA Group #engagorday @dietervanesch
  • 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. 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. 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. ❯ Since the start on 04/10 (incl nights & weekends) ❯1 on 3,5 tweets mentioning @delijn was answered © RCA Group
  • 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. ❯ 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. ❯ The gender of our Facebook fans ❯52 % Female ❯48 % Male © RCA Group
  • 59. ❯ Most active twitter user to @delijn is @thijsvandepoele ❯181 tweets mentioning @delijn in 146 days © RCA Group
  • 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
  • 62. LET’S CREATE IMPACT dieter@rca.be twitter.com/dietervanesch © RCA Group