rail revenue keynote sncb on social media

SNCB ON SOCIAL MEDIAA train to catch

CMO Marketing & Sales

@NMBS/@SNCB

BART DE GROOTEN

ICE

TO

ME

ET

YO

U

NIC

E T

O M

EE

T Y

OU

19 385 Employees

3 700 Trains/day

550 Stations & Stops

850 000 Daily travelers

More than 20 000 Twitter followers

SNCB

NIC

E T

O M

EE

T Y

OU

15 years experience

Train conductor

Station chief

Traffic planner…

Community Manager @NMBS/@SNCB

KIM CASTRO

● Timeline

● Social Media Team

● Learnings

● Key takeaways

Our journey today

Timeline

Timeline

Disaster Pukkelpop

SNCB on Social Media ?

@Stationschef

19/08/2011

2011 – 2012

01/10/2011

Timeline

Snow storm

SNCB & @Stationschef

@SNCB/@NMBS Launch!

24/10/2013

01/05/2013

12/03/2013

Social Media Team

Own tone of voice with some simple rules

● be honest

● have respect for your customer,

the company and yourself

● be coherent in your communication

● every question is a (mini) crisis

CONTENT

● Proactive communication

○ Realtime information

○ Commercial

○ Corporate

● One-to-one conversation (web 3.0)

ToolsGoogle Apps, Engagor, BlueBird

Eng

agor

Info

rmat

ion

sour

ces

● Realtime chat with dispatching

● BlueBird

● Team website

● Realtime SPOCs

Real

time

chat

with

dis

patc

hing

Blue

bird

Team website

SPOCSContacts in all departments for fast handling

Learnings

Visual thinking is key to complex problem communication

Lear

ning

s

Anticipate on events. Social is now, act now!

Lear

ning

s

Lear

ning

s

The community decides!

Key takeaways

Search for passionate employees

Interact with your customers. They tell you a lot!

#BSocial!

Be prepared Adapt quickly

QUESTIONS?

Kim Castro

@dekimca kim.castro@nmbs.be

Hey @SNCB ! I have a question !