This document discusses the Belgian railway company SNCB's launch of their Twitter account. It provides background on SNCB's operations and social media presence. The document explains that Twitter is well-suited for SNCB's need for real-time communication with travelers during situations like strikes or heavy weather. It also outlines five essentials to prepare for before a social media launch, including identifying passionate internal employees to engage on social media and having clear procedures for responding to questions. The document concludes with key takeaways around listening to audiences, finding engaged internal employees, and being prepared to adapt quickly.
3. CONTENTS
• SNCB: Facts & Figures
• Why Twitter for SNCB?
• Launch Triggers
• 5 Essentials Before a Social Media Launch
• How we use Engagor: 5 tips
• Key Takeaways
5. WHY TWITTER FOR SNCB?
• Twitter is 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
11. ESSENTIAL #4: SPOCS & PROCEDURES
• Find internal specialists, involve them before
launch
• Create clear internal procedures for FAQ’s
• Refer to existing channels
12. • One single point of contact
• Not based on internal structure
ESSENTIAL #3: HOW MANY ACCOUNTS?
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 #1: GREAT PEOPLE
• Ambassadors
• Search for internal passionate employees
• They create a personal, more positive
connection with customers
15. HOW WE USE ENGAGOR: 5 TIPS
“Using Engagor to the max”
19. • 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
TIP #3: RSS
21. TIP #1: SMART INBOXES
• Keep your inbox clean by filtering mentions into
Smart Folders
• Useful for contests, special hashtag mentions or
statistics