Social media @ NMBS

SOCIAL MEDIA @SNCB

LEARNINGS FROM A SOCIAL MEDIA LAUNCH

#ENGAGORDAY

WHO’S WHO? JEAN-MARIE

HOFFELINCK KIM CASTRO

ADVISOR ONLINE COMMUNICATION

COMMUNITY MANAGER

@BRUSSELSREGULAR

Corporate  Communica.on   Marke.ng  &  Sales  

@ DEKIMCA

CONTENTS

•  Facts & Figures •  Why Twitter for SNCB? •  Launch Triggers •  5 Essentials Before a Social Media Launch •  5 Tips: How we use Engagor •  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?

•  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 travelers (#nmbsocial,

#mijntreinrijdt)

TRIGGER: @STATIONSCHEFBMO

TRIGGER: SNOW CRISIS 12.03.2013

•  Hundreds of people stuck in trains

•  Thousands of tweets in 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

•  2 Accounts: @NMBS & @SNCB

•  Not based on internal structure

ESSENTIAL #3: One SPOC

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 #2: MONITORING & SCRIPTS

ESSENTIAL #1: GREAT PEOPLE

•  Ambassadors •  Search for internal passionate employees

•  They create a personal, more positive connection with customers  

ESSENTIAL #1: GREAT PEOPLE

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

ANY QUESTIONS?

Kim Castro, kim.castro@nmbs.be JM Hoffelinck, jean-marie.hoffelinck@nmbs.be

CONTACT