Category: DIGITAL COMMUNICATIONIntegrity PR (Lithuania)Swedbank Lithuania: social media pioneer in Lithuanian banking sectorSwedbank Lithuania

SummaryIn 2011 “Swedbank Lithuania” decided to take a role of social media pioneer in Lithuanian banking sector. It was groundbreaking move because people’s trust in banking sector was low due to economic crisis and to start open dialog in social media was bold move. However “Swedbank” strategic decision, clear tactical planning and social media activities alignment with overall bank’s strategy brought grand results.“Swedbank” set four objectives for social media activities: to listen, to start dialog, to help and to gather. These objectives were aligned with “Swedbank” values: simplicity, openness and caring. To reach these objectives “Swedbank” launched official corporate page on “Facebook” and account on “Twitter”. “Twitter” account was exclusively set as customer support channel while “Facebook” page was dedicated to corporate, marketing, social responsibility communication including customer support activities.During the first nine months in social media “Swedbank” established active fan base on “Facebook” platform, kept open dialog and executed seven separate marketing projects related to financial topics. Encouraged by bank success and open dialog bank experts launched their separate social media initiatives: “Twitter” account, blog. “Swedbank” social media activities also worked as an “ice-breaker” for other banks: after few months other main banks launched their pages.

SituationIn the beginning of 2011 one of the biggest banks in Lithuania “Swedbank” had no corporate activities in popular social networks. The situation was the same with other Lithuanian banks because people showed low trust for financial institutions so official corporate presence on social media was seen more as threat and risk than an opportunity. On April 2011 “Swedbank” became the first bank in Lithuania to overcome these intimidations and launched official corporate presence at major social networks “Facebook” and “Twitter”.

ObjectivesProject’s objectives are aligned with “Swedbank” values: simplicity, openness and caring. Social media is arguably the best way to bring values to life because social networks leaves no other possibility but to be simple, open, transparent and caring. The objectives:

To listen: monitor and answer customers inquiries about “Swedbank” or banking on social media platforms

To start dialog: establish official “Swedbank Lithuania” presence on major social media networks “Facebook” and “Twitter”

To help: to set bank’s social media accounts as additional customer support channel To gather: to bring “Swedbank” community – customers, employees, partners – in one place

StrategyWithin the organization “Swedbank Lithuania” Communication department was driver of bank’s social media activities in partnership with public relations agency “Integrity PR”. Department and agency are responsible for strategic and tactical plans and implementation of activities.During the planning stage detail tactical plans were prepared which covered objectives, measurement of results, visual guidelines, projects calendars. During the implementation results were evaluated every month with detail report and insights for future activities.The criteria for the assessment of results: quantitate (number of fans, inquires, number of mentions, posts reach) and qualitative (feedback rate, comparison with other brands, tone of mentions in social media platforms).

Baltic PR Awards 2012

Category: DIGITAL COMMUNICATION“Swedbank” official corporate presence on most popular social media networks were established: page on “Facebook”, “Twitter” account, “Slideshare”, “Youtube”. Primary objective for communication in “Twitter” was customer support while “Facebook” page was set to cover corporate, marketing, social responsibility communication with customer support activities.

Execution For listening customers opinions “Swedbank” social media team employed few real-time social media

monitoring tools as newspoint.lt, tweettabs.com, “HootSuite”. “Twitter” and “Facebook” were added as additional customer support channels with special training for

“Swedbank” customer support specialists. In 2011 on “Swedbank Lithuania” “Facebook” page 7 different projects were implemented: interactive

game “Create comics with animated heroes from “Swedbank” ads”; “Guest tab” –application for questions on financial topics (two guests in 2011); fun test for young mothers about saving for child’s future; quiz about bank outlets and e-banking “Where should I go?”; application form for ordering special promo card to encourage payments with cards; and special Christmas card for fans.

Encouraged by bank success in open communication bank experts launched their separate social media initiatives too – Senior economist Nerijus Mačiulis launched his official “Twitter” account and bank employees launched social experiment blog “Cashless”.

Documented ResultsIn 2011 “Swedbank Lithuania” achieved following results as a pioneer and leader in social media field among Lithuanian banks. During months from May till December “Swedbank” was most discussed bank in social media platforms with one third of all mentions. Tone of mentions – neutral. On “Facebook” “Swedbank” gathered fan base of more than 16000 in 2011. The number doubled in 2012. “Swedbank Lithuania” received an average 30 inquiries from customers on social media platforms every month. “Swedbank” was acknowledged as leader in social media use among banks and other corporate brands in Lithuania (Lithuanian corporate social media index, Komunikacija ir konsultantai, 2011). The same result was achieved in 2012 – “Swedbank Lithuania” remains leader in social media field among banks. “Swedbank” case study of pioneering social media activities in banking sector was the finalist in EFQM

– Good practices of creative use of social media competition 2012.

Baltic PR Awards 2012