Social media learnings @ SNCB.

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