METRÔRIO: A SOCIAL MEDIA CHALLENGE by In Press Porter Novelli for Metro Rio

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METRÔRIO: A SOCIAL MEDIA CHALLENGE

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Industry Public Transport, Mass Transit
Media Promo & PR, Case study
Market Brazil
Agency In Press Porter Novelli
Released March 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: METRÔ RIO
Product/Service: SUBWAY SYSTEM
Agency: IN PRESS PORTER NOVELLI
Executive Marketing Director: Monica Lamas (MetrôRio)
Marketing Coordinator: Thiago Gadelha (MetrôRio)
Marketing Analyst: Anna Carolina Abreu (MetrôRio)
Marketing Intelligence Coordinator: Ricardo Silveira (MetrôRio)
Executive Director of Integrated Communication: Hugo Godinho (In Press Porter Novelli)
Client Management Director of Content And Digital Media: Valéria Miranda (In Press Porter Novelli)
Clients Manager: Daniele Faissal (In Press Porter Novelli)
Communications Consultant: Fábio Carvalho (In Press Porter Novelli)
Executive Digital Strategic Planner: Nick Ellis (In Press Porter Novelli)
Communications Consultant: Claudia Martins (In Press Porter Novelli)
Communications Consultant: Daniela Pontes (In Press Porter Novelli)
Communications Consultant: Cristina Valente (In Press Porter Novelli)
Executive On-Duty Monitor: Michelle Bóbeda (In Press Porter Novelli)
Media placement: Digital PR (Blog) - Www.blog.metrorio.com.br - March - December 2011
Media placement: Digital PR (Live Meeting) - - June 2011
Media placement: Digital PR (Promotion Paul McCartney) - - May 2011
Media placement: Digital PR (Donation For Flood Victims) - - April 2011
Media placement: Digital PR (Relationship On Twitter) - Www.twitter.com/metro_rio - March - December 2011
Media placement: Digital PR (Causes And Promotions On Facebook) - Facebook.com/metrodorio - March - December 2011
Media placement: Digital PR (FAQ On Formspring) - Formspring.me/metrorio - March - December 2011
Media placement: Digital PR (Foursquare) - Foursquare.com/metro_rio - March - December 2011

Summary of the Campaign
Willing to participate in the social media world, and start listening to what the citizens of Rio de Janeiro had to say about their service, MetrôRio decided to develop a strategic plan which focused on improvements for the people of Rio and its tourists.
This way, it became easier to establish a conversation and provide the citizens with the relevant information about the whole subway system and its improvement. The success of the case can be seen in the riders’ words, which now state their feeling that the company works for them and wishes to be recognized as a real public service.
MetrôRio has been awarded in Brazil as a social-media PR case, proving a company can establish a relationship through digital channels, which focus on a faster and more attentive response from a public-service to society.

The Situation
MetrôRio is in charge of the subway system in Rio de Janeiro. The company discovered there was a wave of complaints from customers by web-monitoring social networks. MetrôRio decided to reach out to riders, organizing live meetings with influencers face to face, improving service quality for society and stopping the negative buzz.
“The subways are always so crowded!”
Mentions like this were typical of the rider sentiment. In order to avoid a bigger reputation crisis, the company felt the need to be in social media and designed a strategy that would lead to better PR results.

The Goal
Key goals of the social-media dialogue were to:
• Enable customers to speak easily and directly with MetrôRio, through an open dialogue that fostered transparency and eliminated intermediaries;
• Direct customers' criticisms to the right people at MetrôRio to ensure a rapid response;
• Create a method to source positive anecdotes/stories to be shared with the customer base;
• Increase riders’ trust in the subway system.

The Strategy
The first step was to assess what interactions were already happening in social media. MetrôRio needed to identify which customers were online, and how and where they were interacting, as well as to determine the position and the messaging system, the editorial scope and the production flow for publishing content on the media channels of the company.

Besides those, one of the most important goals of MetrôRio was to monitor the riders’ opinions, and then, based on the results, establish a strategy that would encompass 8 social networks and a blog, which became the base for MetrôRio’s public communication.

The research revealed that the subway system was a recurring theme on Twitter, Facebook, blogs, news sites and discussion forums. The monitoring process enabled us to rank the 10 most relevant influencers. After that, the company defined the networks and the content for them, as well as the interaction flows to each channel.

Execution
Throughout the year of 2011, profiles and pages on Twitter, Facebook, Formspring, and foursquare were created. Each channel had its own editorial scope for communication. The visual identity of each page was conceived to bring forth a unified online-presence communication.
MetrôRio also created a blog to serve as the company’s social-media base. There, it was possible to detail institutional issues and highlight relevant services, publish content in multimedia formats, create polls and promote interaction with customers. Speaking of interaction, the big idea was to organise face-to-face meetings with influencers to promote an atmosphere of collaboration and change customers’ negative perception of services, assuming a responsive position to society. The plan also established interaction flows for exchanging information in order to maintain alignment and consistency in themes and responses to customer queries. All content was approved by MetrôRio’s marketing team before publication in the selected social-networks.

Documented Results
Periodic monitoring and reporting was established to enable in-flight optimization of the campaign, and alert the team to new engagements. The agency-report consolidates both customer-verbatims about the subway, and posts from MetrôRio on its social pages. These reports and alerts are analysed, creating new guidelines for the customer relationships on various social media channels.
Throughout the past year, 3 meetings with influencers at company headquarters demonstrated the key validation that the approach to build trust with customers and change the image of MetrôRio through direct engagement with its riders was working.

MetrôRio’s current social-media presence:
• 16,000 followers on Twitter;
• 3,000 fans on Facebook;
• 31 stations owned on FourSquare, with over 20,000 check-ins;
• 5,000 unique visitors per month on the corporate blog;
• 37 photos on Flickr with 278 total views;
• 300 answers on Formspring.me for only 1 single event;
• More than 10,000 votes on blog promotions.