Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)

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The story of ‘Live’

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Add logos of awards for customer service

An award winning bank

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Whose customers evangelise and recommend

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Whose customers are more likely to be tech savvy and use social media

Info from research

All GB adults First direct customers

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During the current economic crisisnet trust in banks has decreased by 69%.

Source: The Futures Company, 2009

In a difficult environment

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Get people to think differently about first direct

Find a new and intelligent way to execute brand endorsement

Give customers a voice

Be brave and honest

Be positioned as; contemporary, fresh (in attitude and approach), doing things differently

Our challenge

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“A firm can’t be all things to all people, but must be true to the brand promise… Paramount is to be transparent, show the good and the bad…

A sure sign of strength.”

Financial Firms Today Compete In A World Of Challenger Brands. By Carl Anderson, CEO, Doremus.

This quote inspired us

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So we tested the water…

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…and compared against our competitors

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and developed our customer journey:

Provok

Provoke

Engage

Act

Share

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And from here ‘Live’ was born

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Provoke

Provok

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Provoke

http://www.youtube.com/user/Firstdirectuk

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Engage

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Act

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firstdirect.com/live – 25,000 unique visits since launch

2500 comments posted to Talking Point

Brand consideration at 12 month high at 12%

Now leading the category for ‘being different’

Over 200 Tweets

Act

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Share

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Share

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Share

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And next ?

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We’ll continue to listen

And we’ll look at where we can make improvements to the service and offerings we provide

We’ll start to join in and respond

We’ll continue to learn and adapt

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Questions?

www.newsroom.firstdirect.comtwitter.com/first_direct

twitter.com/deborahcopeland