Wing Cheung

Digital StrategyArk Group – Community Engagement via Interactive Media

Power of network effect

the breakup

Introduction

thank you

1. Building the case

2. Set up your process

3. Monitoring

servicing

4. Building & managing

trust

Social Media transparency & riskA brief on NAB’s approach

Wing CheungSenior Manager, Digital StrategyConsumer MarketingNational Australia Bank

a little bit about our story

Infusing social media & culture

1. Building the case

How does social media benefit our organisation?

Power of network effect

Power of network effect

Power of network effect

Power of network effect

Defining our strategy to create

value

Defining our strategy to create

value

• Don’t be afraid• Roadmap• Connect the teams• Measure success

• Don’t be afraid• Roadmap• Connect the teams• Measure success

TRUTH in social media

2. Set up your processes

• Define process• Teams• Governance• Education

2. Set up your processes

• Define process• Teams• Governance• Education

2. Set up your processes

• Define process• Teams• Governance• Education

2. Set up your processes

• Define process• Teams• Governance• Education

3. Monitoring

Significant increase in positive sentiment through both campaign & servicing

Significant increase in positive sentiment through both campaign & servicing

3. Monitoring

negative

ignore respond take offline

Crisis management plan

4. Building & managing trust

• What are we saying?• Identify influencers vs trolls• Seeding & responding

servicing

Oh…

the breakup

< Seeding >

< Responding >

Results• Highest trended topic in twitter

• Reach over 1.5m users

• Over 250,000 You Tube views

• 66% increase in banking conversations on social media

• 78% of social media banking posts were about NAB

• Over 500 customers switched

• Now the #1 followed bank in Australia

• Average of over 20 per week

• Sentiment went from deep negative to positive

• and…

breakup

servicing

thank you

Wing CheungSenior Manager, Digital StrategyConsumer MarketingNational Australia Bank

wing.h.cheung@nab.com.au

facebook.com/nabfacebook.com/nabstudentstwitter.com/nabyoutube.com/nab

nab.com.au