Embed Size (px)
DESCRIPTION
Citation preview
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 >
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
facebook.com/nabfacebook.com/nabstudentstwitter.com/nabyoutube.com/nab
nab.com.au
