MetrôRio in Social Networks: strategic relationship with customers
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2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers 2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers 2011 Aberje Award METRÔRIO CASE MetrôRio in Social Networks: strategic relationship with customers Context
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Transcript of MetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Context
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks : strategic relationship with customers
City of Rio de Janeiro6.5 million inhabitants
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Train
Bus
Subway• 32 trains• 182 cars• 35 stations and lines 1 and 2
Each subway train holds up to 1,800 passengers. To transport that same number, 36 buseswould be needed.
Three main public transport systems
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
The Evolution of MetrôRio
60,000 passengers/day
Signature of a new contract with
the State Government
MetrôRio begins an investment plan totaling
R$1.15 billion to purchase 114 new cars,
new stations Cidade Nova and Uruguai
16km on Line 1
30.1km on Line 2
Makes transportation possible for more than 650,000 people every
day
1979
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Challenge
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
From 60,000 to over 650,000 passengers/day
The concession holder aims at serving 1.1 million people/day until 2014
How do we promote communications with such a wide audience?
Challenge
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Objectives
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
• A closer relationship and communication with MetrôRio's end clients: citizens and tourists
• Give passengers a voice
• Create opportunity to collect their contribution
• Get to know their criticism and expectations related to the Rio subway system
Objectives
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
• Allow communications and relationship channels to evolve
• Create opportunities to promote customer engagement
• Use the most popular social networks in Brazil to extend that communication
• Promotion and special activities
Tactics
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
The beginning of MetrôRio`s online presence in social media
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Beginning: 2009 Still without establishing an official presence with regular monitoring on social networks.
Objectives:
•allow the promotion of interactions that had already been promoted without the company’s involvement
•cut customer response time
@metro_rio is now part of MetrôRio’s users daily routine.
Twitter – The Beginning
Currently, MetrôRio is followed by more than 12,000 Twitter profiles.(http://twitter.com/metro_rio)
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Information and Cooperation
Doubts regarding operations
@metro_rio That means I can finally
go home!!! Great!!!!
Sent by @metrorioeassim
@metro_rio What’s the best route to Engenhão
Stadium? 12 minutes ago via web in reply to
metro_rio
Sent by @victorhanan
@metro_rio Ql a melhor forma de ir
para o Engenhão? 12 minutes ago via
web in reply to metro_rio
Enviado por @victorhanan
@metro_rio quer dizer que já posso
voltar para casa!!! Obaaaaaaaa!!!!
Enviado por @metrorioeassim
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Support to the population
Donations to the victims of the Rio de Janeiro floods and mudslides
“Hey, those of you who want to help the Rio
flooding victims THERE ARE SEVERAL
DONATION POINTS SUCH AS @metro_rio
@circo_voador CruzVermelha”
Sent by @florargen89
“#HeresaTip RT @metro_rio: Help your
neighbor and make a donation to the Rio
flooding victims! http://bit.ly/eKo4Fz”
Sent by @DomLeoF
“Alo galera que ta a fim de ajudar o pessoal
da Região Serrana EXISTE VARIOS
PONTOS DE ARRECADAÇÃO COMO
@metro_rio @circo_voador CruzVermelha”
Enviado por @florargen89
“#FicaADica RT @metro_rio: Seja
solidário e faça sua doação para as
vítimas das chuvas da Região Serrana!
http://bit.ly/eKo4Fz”
Enviado por @DomLeoF
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
@metro_rio users have a 20% discount when purchasing tickets to see @Hair_oficial! You can’t miss it! http://bit.ly/f7GPsK 25 minutes ago via web
Sent by @moellerbotelho
Cultural promotions
Support to the arts
RT: @metro_rio: The Rio de Janeiro International
Street Dance Festival begins today. Pre-paid cards
have 50% discount! http://bit.ly/9850B3 about 5
hours ago via Echofon
Sent by @thysajackes
Clientes do @metro_rio têm 20% de desconto na compra do ingresso de @Hair_oficial! Aproveite a promoção! http://bit.ly/f7GPsK 25 minutes ago via web
Enviado por @moellerbotelho
RT: @metro_rio: Começa hj a Mostra Internacional
de Dança de Rua do Rio de Janeiro begins today.
Cartão Pré-Pago 50% de disconto!
http://bit.ly/9850B3 about 5 hours ago via Echofon
Enviado por @thysajackes
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Going beyond Twitter
MetrôRio in other social media/networks
Strategic Planning for Digital PR >
Social Networks/Media
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
First Stage:
•Web monitoring:online word of mouth•Mapping opinion makers
Second Stage:
•Creation of an Editorial Scope
Strategic Planning for Digital PR >
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Face to face meetings with Twitter opinion makers
Digital PR Strategic Actions
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
YouTube, Orkut, Flickr and Facebook
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
MetrôRio Blog
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
MetrôRio Blog
Active reader participation
Online voting decided the colors of the new MetrôRio trains
More than 6,000 people voted through MetrôRio Blog
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Formspring
Over 300 questions about the subway operations for the 2011 Solidarity New Year’s Eve event were answered in December 2010.
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Foursquare
Production of content with information on the surroundings of the MetrôRio stations to guide and motivate visits to the Rio de Janeiro tourist attractions.
More than 29,000 check-ins in our stations.
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Flows
In a similar way, interactions and instances were organized in collaboration with MetrôRio
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Content and Interaction
A media flow developed for verification, approval and posting of content in different networks.
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Instance flow to forward complaints and criticism received through social networks to different sectors of MetrôRio.
Content and Interaction
Workflow
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Online Monitoring
Monitoring and measuring results
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Reports
Catalogued postings generate monitoring alerts and monthly reports.
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Personnel and Structure
MetrôRio in Social Networks:
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Personnel and Structure
In order to allow the proposed planning, through the production and posting of content and response to interactions, in addition to continuous monitoring of key words, MetrôRio hired a team of eight professionals from the In Press staff:
01 integrated communications manager
01 social media planner
01 journalist specialized in social media
01 online monitoring analyst
04 staff members on call (responsible formonitoring, alerts and responses outside business hours)
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
The numbers
Each follower represents a new friend
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Numbers
Flickr:37 pictures and 268 total visualizations
Blog: An average 2,000 monthly visits
Twitter:Over 12,800 followers
Facebook:Currently, over 2,300 people like MetrôRio’s profile on Facebook
Foursquare:More than 29,000 check-ins in our stations.
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
2011 Aberje Award
METRÔRIO CASEMetrôRio in Social Networks: strategic relationship with customers
Thank you.
