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Social media @ NMBS
- 1. SOCIAL MEDIA @SNCB LEARNINGS FROM A SOCIAL MEDIA LAUNCH #ENGAGORDAY
- 2. WHO’S WHO? JEAN-MARIE HOFFELINCK KIM CASTRO ADVISOR ONLINE COMMUNICATION @ DEKIMCA COMMUNITY MANAGER @BRUSSELSREGULAR Corporate Communica.on Marke.ng & Sales
- 3. CONTENTS • Facts & Figures • Why Twitter for SNCB? • Launch Triggers • 5 Essentials Before a Social Media Launch • 5 Tips: How we use Engagor • Key Takeaways
- 4. FACTS & FIGURES 850.000 DAILY TRAVELERS 550 STATIONS & STOPS 3.700 TRAINS/DAY 19.385 EMPLOYEES 172.900 BRAND MENTIONS IN 2013 18.578 TWITTER FOLLOWERS
- 5. WHY TWITTER FOR SNCB? • Ideal for real time communication (railway context) • Fast communication in crisis situations (strike, heavy weather, …) • Learning from travelers, solving “real time” problems • Conversation: explaining why things go right or wrong
- 6. “… One giant leap for SNCB” LAUNCH TRIGGERS
- 7. TRIGGER: @STATIONSCHEFBMO • Private account by employees • Showed big potential audience on Twitter • Positive impact on travelers (#nmbsocial, #mijntreinrijdt)
- 8. TRIGGER: SNOW CRISIS 12.03.2013 • Hundreds of people stuck in trains • Thousands of tweets in one day • Tools for crisis communication?
- 9. “Be prepared …” 5 ESSENTIALS BEFORE LAUNCH
- 10. ESSENTIAL #5: OPENING HOURS 6h 8h 15h 18h 22h 7.500 5.000 2.500 0
- 11. ESSENTIAL #4: SPOCS & PROCEDURES • Find internal specialists, involve them before launch • Create clear internal procedures for FAQ’s • Refer to existing channels
- 12. ESSENTIAL #3: One SPOC • One single point of contact • 2 Accounts: @NMBS & @SNCB • Not based on internal structure
- 13. ESSENTIAL #2: MONITORING & SCRIPTS • Monitoring: get a sense of volume and type of questions • Learn the language of your clients. Avoid jargon • Create answer-templates
- 14. ESSENTIAL #2: MONITORING & SCRIPTS
- 15. ESSENTIAL #1: GREAT PEOPLE • Ambassadors • Search for internal passionate employees • They create a personal, more positive connection with customers
- 16. ESSENTIAL #1: GREAT PEOPLE
- 17. “Using Engagor to the max” HOW WE USE ENGAGOR: 5 TIPS
- 18. TIP #5: EXTENSIVE TAGGING
- 19. TIP #4: CUSTOM CHARTS
- 20. TIP #4: CUSTOM CHARTS
- 21. TIP #3: RSS • Export of Engagor data to RSS • Handy for internal information sharing, not everyone has to be in Engagor • Jacca-screens for trainmanagers #L66 #Zedelgem #Torhout Storing aan de seininrich7ng
- 22. TIP #2: REALTIME FEEDBACK
- 23. TIP #1: SMART INBOXES • Keep your inbox clean by filtering mentions into Smart Folders • Useful for contests, special hashtag mentions or statistics
- 24. “You shall not… forget!” KEY TAKEAWAYS
- 25. “Listen to your audience. They tell you a lot.” K E Y TA K E AWAYS
- 26. “Search internally for passionate employees” K E Y TA K E AWAYS
- 27. “Be prepared, adapt quickly” K E Y TA K E AWAYS
- 28. ANY QUESTIONS? CONTACT Kim Castro, kim.castro@nmbs.be JM Hoffelinck, jean-marie.hoffelinck@nmbs.be