KBank and

The Golden Age of Social Media

Art Wichiencharoen29 August 2012

Agenda

• How KBank LIVE on FB & Twitter got started

• The past three years - campaigns, activities

• Issues and concerns

• Next Challenge – weighing in the business benefits

Back to 2009

Consumer Behavior Change

Meetingplace

Virtualworld

Traditional Marketing Media Social Network, Blog

Web 2.0Traditional eMarketplace

Where to meet our target consumer?

Implications to Businesses

Email

Social

Websites Instant messages

Search info Get info

Customers consume information online based on

“search and get” behaviors.

Source: NECTEC

Internet usage in Thailand

Hi5 was the most popular social media for Thais.

Facebook started increasing in mid 2009.

Source: http://trends.google.com; data in 2009

1 M.

0.5 M.

Hi5 dominated

Strength

KBank in Customer’s Point of View

Smart

Innovative

Modern

Unapproachable

Distant

Disassociated

Weakness

Social

Media

Channel

Set Profile picture, Contents, Frequency, Contact approach

To Get Started

Steps

• Customer Insight

• Market Trend

• Technology &

Trend

• Brand Positioning

• Brand Image

• Brand Identity

• Brand Personality

• Customer’s

Interests

• Member

Acquisition

• Page / Content

Management

• Create campaign

• Enhance

engagement

• Reach

• Interaction Ratio

• Engagement Rate

• ROI

Alignment with Digital Banking Leadership

ResearchFind Your

AudienceEngage

Define

Your

BrandMeasure

Customer Centric Content

Close the gap of our brand personality

Take the challenge of two way communication

Make it DIFFERENT from our formal image

Our Strategies

Listen1

Get Involved2

Add value3

Think Long Term5

Be honest & transparent4

Rule of Thumb

Non-financial Content

Culture

Health

Quotes

Tips

KBank News & campaigns

KBank News

Flash NewsContest

Our 1st Campaign on FB

Objectives:

K-My Debit Card Contest

Create brand awareness among

young audience

To create engagement with existing

KBank LIVE members

To acquire new KBank LIVE

members

Our 1st Campaign on FB

Mechanics:

Make your own personalized K-My Debit Card at www.kbankcard.com (pick-up at branch)

Upload the photo of your K-My Debit Card to KBank Live Facebook Page

KBank LIVE members vote for the most “Like” photo during the campaign period

The 6 most “Like” photos will win the prizes -- tickets to HongKong, Phuket, ChiangMai

4 December 2009 – 31 January 2010

Period:

K-My Debit Card Contest

K-My Debit Card Contest

Our 1st Campaign on FB

K-My Contest Period: 4 Dec 09 – 31 Jan 10

1-31 Jan 10

2,740 more fans4–31 Dec 09

1,515 more fans

Results:

168 participants joined this

campaign

4,255 (34%) new members

(increased from 12,502 to 16,757)

16,92014,000

11,3008,200

4,700

1,2507002,000 2,570 2,945

0

5,000

10,000

15,000

20,000

25,000

30,000

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10

330,000

430,000

550,000

640,000

820,000

89,00080,00078,00075,000 77,0000

200,000

400,000

600,000

800,000

1,000,000

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10

Daily Unique Visitor

Source: http://trends.google.com; data in 2009

4 Dec – 31 Jan

More Campaigns

Objectives:

K-Mobile Banking Plus

Clip Contest

Strengthen brand reputation being as

Number 1 of Digital Banking in Thailand

To create engagement with KBank

customers

19 July – 19 September 2010

Period:

More Campaigns

Mechanic:

Send video clip to explain the benefits of

using K-Mobile Banking Plus

Results:

150 participants joined this

campaign (home-made clips)

20,000+ (50%) members

increased (from 51,300 to 73,000)

Examples of video

clips from K-Mobile

Banking Plus

Clip Contest

Objective:

Friends Tower (FB App)

Massive member acquisition

Create awareness and presence to social

media users

KBank Live Campaign

1 September – 15 October 2010

Period:

Mechanics:

Ask friend to click “Like” to create virtual building

The most highest tall building will get prizes

Winners get MacBook and iPhone

KBank Live Campaign

Total 25,409 participants

Member aggressively grew 50%

from 60,992 to 91,327

Earned a recognition from

Thailand marketing blog

Results:

Source: www.marketingoops.com/digital/social-media-marketing-digital/kbank-friends-

tower; data as of Tuesday, September 21, 2010

Friends Tower Well-known marketing

webblog in Thailand

1.5 M1.4 M

1.2 M

0.8 M

0.5 M0.3 M

2 M

75K 78K 89K 70K 100K 95K55K

Daily Unique Visitor

Source: http://trends.google.com

78,984

51,00025,731

30,736

16,92011,3004,700

16,35711,144

700 2,000

2,9455,063 6,046

0

50,000

100,000

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10

4 Dec – 31 Jan

19 Jul – 30 Sep1 Sep – 15 Oct

KBank LIVE was in the top 10 ranking of the fastest growing brand pages

both in Facebook and Twitter

Source: www.visiblebanking.com; data as of November 2010

Source: http://trends.google.com; data in 2009 – August 2012

Facebook and YouTube are most popular for Thais

36.741.6

47.352.8

56.861.8

24.5 25.9 26.8 28.2 29.3 30.9

0

10

20

30

40

50

60

70

2548 2549 2550 2551 2552 2553

Mobilephone

Internet

Thailand Online User Landscape 2010-2011

Mobile phone: 66 %

Internet user: 27.4%

Mobile Internet: 12 million

Facebook user: 6.73 million

Percentage of population aged over 6 years

NSO 2011

NECTEC December 2011

Software park June 2010

SocialBakers.com Jan 2011

Location-based Campaign

Objectives:

Strengthen KBank’s Digital Brand

Stimulate both KBank and Non-KBank

customer’s engagement

Period: 11 – 28 February 2011

KBank Live Foursquare

Get a Cool Mayor Pillow free when you use

Foursquare app to check-in at 20 selected KBank

branches

Mechanic:

Premium – Mayor Pillow 10,000 units, run out of

stock within 2 weeks

Got viral spread on social and earned

media from marketing blog and social influencer

Fan page increased 5,000+ (6% ) as compared

to Jan’11

Leads generated from this campaign

Results:

KBank Live Foursquare

Location-based Campaign

Source: www. marketingoops.com/digital/campaigns/kbank-foursquare/ Source: http://www.ipattt.com/2011/4sq-kbank/

Earned recognitions for

KBank Live Foursquare

Location-based Campaign

Social Influencer’s blog

Well-known marketing

webblog in Thailand

Simplify financial content to educate members – LIVE CHAT

KBank Live Campaign

KBank Live Campaigns

25,73137,638

78,984

112,522

128,959

167,443

219,344

189,900184,019

69,49665,03659,674

47,224

34,16822,33316,357

5,0637,5660

50,000

100,000

150,000

200,000

250,000

1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 31 May 12

19 Jul – 30 Sep

1 Sep – 15 Oct

20 Dec

Dec - Jan

4 Dec – 31 Jan

Feb Jun Sep Sep - Nov

17 Apr – 31 May

Launch new product on Facebook

Leverage existing popular brand

• Card launched 15 Jun 2012 onwards

• Event launched 22 – 24 Jun 2012

Hello Kitty Debit Card

Objectives:

Period:

KBank Live Campaign

Hello Kitty Debit Card

Applying Kitty card at the booth (3-days)

First 100-customers each day will get Tote bag 1

each for free

Lucky draw for luggage bag or beauty bag each 10

prizes per day

Results:

Mechanics:

100K cards run out within a month

Got viral spreading on social media especially

for picture of Hello Kitty Debit Card Set

KBank Live Campaign

Virals of Hello Kitty Debit CardKBank Live Campaign

Customer needs fast interactionKBank Live provides 24/7 prompt service interaction for inquiry & complaints

Inquiring about Debit Card

points every 25 baht spending,

why can’t I check the latest

spending?

We sincerely apologize. Can you provide her

personality or name? If not convenient, that would

be okay. Anyhow we’re grateful for your feedback

and will advise that branch to improve our service.

I wanna complain staff at CTW branch to

be careful talking about other brands

when she’s wearing KBank uniform …

Points will be updated immediately once

merchant has completed settlements.

Issues and concerns

Issues and Concerns

Corporate Social Media Governance1.

Safe and Secure Practice2.

• Employee Code of Conduct for Social Media

• Establish Corporate policies and guidelines for Online activities and Social Media

Identities

• Insure safe and secure practice on Social Media Activities

• Educate customers not to give out personal information

The Next Challenge

Online

Offline

Offline Ad

Integrate all communication

Channels

Publicizing product, service

and brand reputation

Taking care and serve

customers

Leads generation

Incremental Sales / Revenue

Brand Engagement, Brand Perception

Customer Satisfaction

Measure Benefits

Social Media

Strategy Digital

Marketing

Integration

Campaign

Strategy

e-CRM

Strategy

Website /

SEO & SEM

Strategy

EDM

Strategy

Media

Strategy(On-line &

Offline)

TODAY

KBank Live has

265,000 fans on Facebook

73,000 followers on Twitter