Case study, Customer stories When you have four million annual passengers to communicate with – Vibeke Aubert from Color Line February 4, 20225 minutes EllieMarketing Captain Many of us associate Color Line with a trip overseas to Denmark. Color Line is the biggest shipping company in Norway and one of the biggest in Europe who offer European short sea shipping. The Color Line shipping company operates seven ships on four international routes between Norway, Sweden, Denmark, and Germany, with cruising on the Oslo–Kiel route, transport on the routes from Larvik and Kristiansand to Hirtshals, and transport and shopping on the Sandefjord–Strømstad route. 232 000followers Color Line employs about 2,400 people in four countries, of these, more than 2,000 are on board one of the seven ships, and is currently the only shipping line in traffic with scheduled services to and from Norway, with ships on the Norwegian shipping register, and with its head office in Oslo, Norway. This is where Vibeke is located, one of Color Lines two web editors in Norway, responsible for communicating with almost four million annual passengers. The best thing about the platform is exactly what we say about our cruise ships: Here you get everything in one place! Then it is convenient to have Publisher and Inbox as part of the crew, so to speak. The main reason for choosing 24SevenSocial when they contacted us in early 2014, was simply covering our needs better than similar suppliers. The best thing about the platform is exactly what we say about our cruise ships: Here you get everything in one place! Our needs were divided in two areas, Vibeke continues eagerly: First of all, we will plan and publish posts, and have an overview of results and statistics, which Publisher takes care of. Secondly, our call center needed a system to distribute messages among themselves and keep track of which ones were replied to or not, as well as monitoring the response time. This and more, Inbox and 24SevenSocial have solutions for. Our call center needed a system to distribute messages among themselves and keep track of which ones were replied to or not, as well as monitoring the response time. This and more, Inbox and 24SevenSocial have solutions for. Vibeke is especially thrilled about the Creator module they use for giveaways and quizzes, and the system randomly generates a winner amongst thousands of entries. – This often goes viral, especially when a five-star cabin stay is the main prize. Such a post can reach several hundred thousand! We are really impressed and understand that these are waters the cheerful web editor is familiar with, and that she is has full control of the navigation. Our goal is a minimum of 5% engagement Furthermore, we are curious to know about the frequency of their organic posts, and the answer is 2–4 posts a week on Facebook, and 1–2 on Instagram. – Talking about engagement! We can achieve 12% and get 1,000–2,000 likes, which is amazing. Our goal is a minimum of 5% engagement, but we are spoiled and sailing with a tailwind, Vibeke smiles. All credit to Color Line and Vibeke who is responsible for the content, but we are excited to hear about the benefits she sees with our platform, that helps distribute the content to the right port in time. In addition, the filters are great. You can apply filters to PMs, posts, messages, and languages, that means we can review a list of all German inquiries that need a reply. Then I have to start with this comment, stated by the manager of the Customer Service Department: «A completely different world with 24SevenSocial. We got a much better overview. It is easy to see how many inquiries are submitted and mark the posts and messages that are resolved and replied to. We get a good insight into the average response time. In addition, the filters are great. You can apply filters to PMs, posts, messages, and languages, that means we can review a list of all German inquiries that need a reply. What is also convenient, is the possibility to have the entire dialogue with the customer via the direct messages. 12%engagement We also value the good and thorough training and support. Kenneth from 24SevenSocial visited our call center in Larvik, and taught us how to use the platform, which is very user friendly and easy to learn, in addition to being a reliable solution.» We can immediately conduct if we reach our goals and how the posts perform. Nice feedback from that department, indeed. What benefits would the SoMe team like to point out? Where do I start? Our list is long, too, Vibeke begins. – It is easy to plan and publish content and review results and figures. We can immediately conduct if we reach our goals and how the posts perform. It is easy to get a historic overview of previous posts and which ones have succeeded or failed. The Creator module I have already mentioned. We can also do competitive benchmarking. It is very inspiring as we are spoiled with a lot of committed followers. Hopefully, it also says something about the quality of our content, Vibeke concludes. We take our hats off – or the captain’s hat, put our sea legs on board, and look forward to standing aft while Color Line keeps a steady course towards even more hairy goals.