rail revenue keynote sncb on social media
DESCRIPTION
Rail Revenue Keynote SNCB on social mediaTRANSCRIPT
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
