How a european leader in public transportation tooke advantage of the launch of the new corporate website to begin a dialogue with Web users.

1. Case Study updated in December 08 debats.sncf.com Improving the « corporate conversation » for a transportation leader

3. 1 | SNCF Presentation

6. SNCF and its affiliates

7. The #1 e-commerce website in France

8. … and a constant stream of queries and comments on the web

9. 2 | Hosting the conversation

10. Corporate website (2006)

11. Corporate website (2007)

12. Corporate website (2008)

16. An interactive approach (Version 1) List of questions of the week receiving the greater number of votes List of spokespeople to whom questions may be addressed Quick-start guide Diagram showing a question’s progress until it is answered

17. 3 | From conversation to improving the relation

19. Positive reactions from web users on the platform and across the web “ The SNCF answered me at 200 kph” “ I am totally satisfied with the answer Eric gave. My question was ambitious and, it’s true, the Cherbourg-Caen-Paris line isn’t profitable” “ The SNCF is totally revamping. I must say that the approach the company has chosen is really interesting. The concept is very close to the participative Web2.0. It’s a very good fusion.” “ I must say that the idea of being able to dialogue with people from the sncf is interesting and relevant, even if it’s stuffed with promo!” “ In any case, after the periods of labor unrest (and maybe just before new strikes) SNCF’s choice to listen and participate deserves to be commended. We will try to following the results and opportunities for the company and its customers” SNCF.com turns into Web TV and opens a dialogue with its customers SNCF 2.0: the brand becomes a medium The SNCF dares in-depth debate and I like that! “ You can find rich media content for a corporate site which de facto places the SNCF as a pioneer and shows that you can be an old lady and still know how to exploit the Web and especially, all of the accumulated wealth of content in different forms.” “ More interesting, they have also opened a very ambitious online dialogue space: Opinions and debates. There again, I commend the commitment of the SNCF which is showing its goodwill in going out to dialogue “in the (digital) field” with Web users.”