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SOCIAL MEDIA @NMBS
LEARNINGS FROM A SOCIAL MEDIA LAUNCH
WHO’S WHO? JEAN-MARIE
HOFFELINCK KIM CASTRO
ADVISOR ONLINE COMMUNICATION
COMMUNITY MANAGER
@BRUSSELSREGULAR
Corporate Communica.on Marke.ng & Sales
@ DEKIMCA
CONTENTS • SNCB: Facts & Figures • Why Twitter for SNCB? • Launch Triggers • 5 Essentials Before a Social Media Launch • How we use Engagor: 5 tips • Key Takeaways
FACTS & FIGURES
850 .000 DA I LY TRAVELERS
550 STAT IONS & STOPS
3 .700 TRA INS /DAY
19 .385 EMPLOYEES
172 .900 BRAND MENT IONS I N 2013
18 .578 TW ITTER FOLLOWERS
WHY TWITTER FOR SNCB? • Twitter is 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
LAUNCH TRIGGERS
“… One giant leap for SNCB”
• Private account by employees
• Showed big potential audience on Twitter • Positive impact on travellers (#nmbsocial,
#mijntreinrijdt)
TRIGGER: @STATIONSCHEFBMO
TRIGGER: SNOW CRISIS 12.03.2013
• Hundreds of people stuck in trains
• Thousands of tweets on one day • Tools for crisis communication?
5 ESSENTIALS BEFORE LAUNCH
“Be prepared …”
ESSENTIAL #5: OPENING HOURS
6h 8h 15h 22h 18h 0
2.500
5.000
7.500
ESSENTIAL #4: SPOCS & PROCEDURES
• Find internal specialists, involve them before launch
• Create clear internal procedures for FAQ’s
• Refer to existing channels
• One single point of contact
• Not based on internal structure
ESSENTIAL #3: HOW MANY ACCOUNTS?
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
ESSENTIAL #1: GREAT PEOPLE
• Ambassadors • Search for internal passionate employees
• They create a personal, more positive connection with customers
HOW WE USE ENGAGOR: 5 TIPS
“Using Engagor to the max”
TIP #5: EXTENSIVE TAGGING
TIP #4: CUSTOM CHARTS
TIP #4: CUSTOM CHARTS
• 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
TIP #3: RSS
TIP #2: REALTIME FEEDBACK
TIP #1: SMART INBOXES
• Keep your inbox clean by filtering mentions into Smart Folders
• Useful for contests, special hashtag mentions or statistics
KEY TAKEAWAYS
“You shall not forget…”
“Listen to your audience. They tell you a lot.”
K E Y TA K E A W AY S
“Search internally for passionate employees”
K E Y TA K E A W AY S
“Be prepared, adapt quickly”
K E Y TA K E A W AY S
