use case engagor day de lijn - rca

© RCA Group© RCA Group #engagorday@dietervanesch

ENGAGORCASE STUDY – DE LIJN

facebook.com/delijntwitter.com/delijn

20130228

© RCA Group

Agenda

INTRO

OBJECTIVES

PRE-LAUNCH

LAUNCH

Team listening

Team talking

ROI?

© RCA Group

Social media team RCA Group

@dietervanesch@jentejoris@Boxcob@sabbeaurore


References

© RCA Group

Agenda

INTRO

OBJECTIVES PRE-LAUNCH

LAUNCH

Team listening

Team talking

ROI?


De Lijn & social media

❯ OBJECTIVES❯ Increase customer satisfaction (dropped 13% in 2011 vs 2010)




❯ Reputation management Distribute your own information as if you were a media company




❯ Reputation management

❯ Strengthen the employer brand




❯ Reputation management

❯ Strengthen the employer brand

❯ Co-create

© RCA Group

Agenda

INTRO

OBJECTIVES

PRE-LAUNCH LAUNCH

Team listening

Team talking

ROI?



❯ PRE-LAUNCH❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since 08/11



27/06 – Bert Van Marwijk resigns as coach of Oranje – ‘de lijn vrijhouden’28/06 –25% more customers for De Lijn at Rock Werchter03/07 – Vandals damage bus

16/07 – Video – Rock on bus

17/07 – Bus accident at Turnhout19/07 – Busses maintained in Limburg29/07 – A lot of fines are not cashed in yet05/08 – record order new trams




❯ Monitoring other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’)




❯ Monitoring other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’)

❯ Solving problems under the radar (ex. Reynebeau, information pole, …)



❯ PRE-LAUNCH❯ Monitoring all mentions on “De Lijn”, #delijn, @delijn, lijnbus“ since the

beginning of 2012

❯ Monitoring of other ‘sensitive’ Facebook pages (ex. ’De Lijn over de brug’ or ‘ Al is een reiziger nog zo snel, De Lijn vertraagt hem wel’)

❯ Solving problems under the radar (ex. Reynebeau, information pole, …)

❯ Crisis communication (case with rock on bus, accident at Nieuwpoort, …)

© RCA Group

Agenda

INTRO

OBJECTIVES

PRE-LAUNCH

LAUNCH Team listening

Team talking

ROI?



❯ 04/10❯ Listening

❯Webcare > De LijnInfo

❯ Talking❯Editorial board❯Contentplan❯Social media policy



❯ LISTENING > DE LIJNINFO❯ Intensive training



❯ LISTENING > DE LIJNINFO❯ Intensive training❯ Schema



❯ LISTENING > DE LIJNINFO❯ Intensive training❯ Schema❯ Scripts



❯ LISTENING > DE LIJNINFO❯ Intensive training❯ Schema❯ Scripts❯ Engagor



❯ 04/10❯ Listening

❯Webcare > De LijnInfo

❯ Talking❯Editorial board❯Content plan❯Social media policy



❯ TALKING❯ Editorial board❯ Content plan❯ Social media policy



❯ TALKING❯ Editorial board – delijn.praatmee.be❯ Content plan❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan - disturbances❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan – ticket checks❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan – top topicals❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan – product info❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan - reputation❯ Social media policy



❯ TALKING❯ Editorial board❯ Content plan - conversation❯ Social media policy



❯ WHAT’S THE RETURN ON INVESTMENT?



❯ WHAT’S THE RETURN ON INVESTMENT?❯ Higher customer satisfaction through webcare.




❯ Increase impact of own content. Without filter.





❯ Strengthen the reputation of De Lijn.

© RCA Group

Already introducing the next speaker a bit…

❯ Since the start on 04/10 (incl nights & weekends) ❯Every 8 minutes someone is commenting on

facebook.com/delijn or mentions @delijn on twitter

© RCA Group

❯ Most active days for De Lijn on social media❯25 % Wednesday❯22 % Thursday❯18 % Tuesday❯17 % Monday❯13 % Friday❯3 % Saturday❯2 % Sunday

© RCA Group

❯ The age of our Facebook fans❯33 % 13 to 17 years old❯30 % 18 to 24 years old❯11 % 25 to 34 years old❯11 % 35 to 44 years old❯9 % 45 tot 54 years old❯6 % 55+ years old





❯ Strengthen the reputation of De Lijn.

❯ Pssst.. More stats will follow in April!

use case engagor day de lijn - rca

Documents

lijn social media rca

social media team rca

lijn social media listening

media company rca group

lijn social media objectives

comdelijn20130228 rca

sabbeaurore rca group

references rca group