Dieter Van Esch from RCA explains how De Lijn developed a social media strategy and how they got started.

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

5. © RCA Group

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

18. © RCA Group

19. © RCA Group

20. © RCA Group

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

22. © RCA Group

23. © RCA Group

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

32. © RCA Group

33. © RCA Group

34. © RCA Group

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

48. © 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

61. Questions?
© RCA Group

62. LET’S CREATE IMPACT
dieter@rca.be
twitter.com/dietervanesch
© RCA Group