Rail Revenue Keynote SNCB on social media
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Transcript of Rail Revenue Keynote SNCB on social media
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SNCB ON SOCIAL MEDIAA train to catch
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CMO Marketing & Sales
@NMBS/@SNCB
BART DE GROOTEN
ICE
TO
ME
ET
YO
U
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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
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NIC
E T
O M
EE
T Y
OU
15 years experience
Train conductor
Station chief
Traffic planner…
Community Manager @NMBS/@SNCB
KIM CASTRO
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● Timeline
● Social Media Team
● Learnings
● Key takeaways
Our journey today
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Timeline
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Timeline
Disaster Pukkelpop
SNCB on Social Media ?
@Stationschef
19/08/2011
2011 – 2012
01/10/2011
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Timeline
Snow storm
SNCB & @Stationschef
@SNCB/@NMBS Launch!
24/10/2013
01/05/2013
12/03/2013
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Social Media Team
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Own tone of voice with some simple rules
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● be honest
● have respect for your customer,
the company and yourself
● be coherent in your communication
● every question is a (mini) crisis
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CONTENT
● Proactive communication
○ Realtime information
○ Commercial
○ Corporate
● One-to-one conversation (web 3.0)
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ToolsGoogle Apps, Engagor, BlueBird
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Eng
agor
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Info
rmat
ion
sour
ces
● Realtime chat with dispatching
● BlueBird
● Team website
● Realtime SPOCs
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Real
time
chat
with
dis
patc
hing
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Blue
bird
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Team website
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SPOCSContacts in all departments for fast handling
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Learnings
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Visual thinking is key to complex problem communication
Lear
ning
s
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Anticipate on events. Social is now, act now!
Lear
ning
s
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Lear
ning
s
The community decides!
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Key takeaways
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Search for passionate employees
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Interact with your customers. They tell you a lot!
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#BSocial!
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Be prepared Adapt quickly