Collaboration between the 2 railway companies Renfe and SNCF under the name Elipsos. The entity is in charge of all the cross border train traffic between Spain and France.
www.renfe-sncf.com
www.renfe-sncf.com
RENFE-SNCF
Social Media Strategy
ANALISIS
Renfe-SNCF en Cooperación was present in all principals social networks.
A very quite presence. High activity on facebook and Blog with very few interactivity on Instagram.
· Very low engagement rate
· A maximum of 30 likes per post
· Commercial offer VS interesting content ratio imbalance (Brand content)
· Poor use of the potential of their Instagram account
A very quite presence. High activity on facebook and Blog with very few interactivity on Instagram.
· Very low engagement rate
· A maximum of 30 likes per post
· Commercial offer VS interesting content ratio imbalance (Brand content)
· Poor use of the potential of their Instagram account
STRATEGY
Creation of a communication strategy:
1. Make known Renfe-SNCF en Cooperación: Share with customers all possible destinations available
2. Communicate, amplify and potentiate Renfe-SNCF values
3. The train + than a way of transportation: Reach, engagement with social network users
4. Create user involvement: listen to them
Generate interest - Attractive posts and actions - The destination as a reference topic - Listen to users
1. Make known Renfe-SNCF en Cooperación: Share with customers all possible destinations available
2. Communicate, amplify and potentiate Renfe-SNCF values
3. The train + than a way of transportation: Reach, engagement with social network users
4. Create user involvement: listen to them
Generate interest - Attractive posts and actions - The destination as a reference topic - Listen to users
Facebook ⟶ ENGAGEMENT
OBJECTIVES
· Increase interaction
· Increase number of likes
· Traffic generation to other channels
· + Reputation (engagement)
OBJECTIVES
· Increase interaction
· Increase number of likes
· Traffic generation to other channels
· + Reputation (engagement)
STRATEGY
· Develop an active community
· 1 post per day
· Combine both facebook pages
· Facebook as a communication channel
· Management of the Corporate image
· Dynamization
· Calendar
ACTIONS
· Creation of relevant posts
· Involve the user
· First person stories
· Monitorization
· Innovative format and photos
FACEBOOK ACCOUNT: https://www.facebook.com/RenfeSNCFenCooperacion
INSTAGRAM ⟶ Harness the potential
OBJECTIVES
· Increase the number of followers
· Positionated as a touristic photographic guide
OBJECTIVES
· Increase the number of followers
· Positionated as a touristic photographic guide
STRATEGY
· Use of strong photos, of travels, funny
· Creation of a dream universe
· Create own #hashtags of the adventure
· Strategic #Hashtags
ACTIONS
· Impact with the use of photography
· Campaign teasers
· Creation of a photographic calendar
Monday: Photo from the train window Tuesday: Train stations
Wednesday: Life in the train
Thursday: City to visit
Friday: Suitcases around the world
Saturday: Traditional food
Sunday: Smiles and tears
INSTAGRAM ACCOUNT: https://www.instagram.com/renfe_sncf/
TWITTER
TWITTER ⟶ Harness the potential
OBJECTIVES
· Grow replies (mentions-engagement)
· Get more followers thanks to retweets
· Increase presence in this social network
OBJECTIVES
· Grow replies (mentions-engagement)
· Get more followers thanks to retweets
· Increase presence in this social network
STRATEGY
· Own # creation, associated, that our target is willing to share.
· Funny tweets, newsworthy and inspiring.
· Tweets promoting direct responses
ACTIONS
· Start conversations - mentions
· Leverage a news to relate it with RenfeSNCF · Use the train journey as a central theme
TWITTER ACCOUNT FR: https://twitter.com/Renfe_SNCF_Fr
TWITTER ACCOUNT ESP: https://twitter.com/Renfe_SNCF_Es
TWITTER ACCOUNT ESP: https://twitter.com/Renfe_SNCF_Es
YOUTUBE
YOUTUBE ⟶ QUALITATIVE CONTENT
OBJECTIVES
· Increase number of followers
· Build traffic from other social networks
OBJECTIVES
· Increase number of followers
· Build traffic from other social networks
STRATEGY
· Storytelling creation for videos
· Involve travelers
· Create own #hashtags of the adventure
· Strategic #Hashtags
ACTIONS
· Home-made videos : users walking explaining their trip. Promote do it yourself, travel blog
· Linguistic exchange
· Stories in the train. (Partnership with travelers)
· Mix & Match : Bilingual videos where a French and a Spanish discover the city.
Style : L'auberge Espagnole. Sabe a mixto (Damm)
BLOG
BLOG ⟶ CONCEPT: MORE THAN A TRAIN
OBJECTIVES
· Create a tourist guide
· Incentivar a los viajeros a coger el tren
OBJECTIVES
· Create a tourist guide
· Incentivar a los viajeros a coger el tren
STRATEGY
· Create qualitative tourist content (destination guides)
· Post competitions and promotions
POST DESIGN
The key was to give relevant information to users, easy to understand and user friendly. Together with powerful images we managed to create a common thread that proved to be a success!
MUST SEE, MUST VISIT, French-Spanish dictionary and vice versa, MUST EAT, Postcards from France, Postcards from Spain and its weather forecast.