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#SMWRdam
Using social media to strengthen relationships with customers.
“Customer, customer, customer…f*ck off. We all know that they don’t give a damn about their customers.”
Cross Business
Team
Retail Banking
Corporate Banking
Private Banking
R&E
Sponsoring
Corporate Communications
Innovation
Webcare
Agenda
Industry challenges
Social media approach 5 Ingredients to strengthen relationships
#Challenge 1: Reputation is under pressure.
Average social media activity
March 20th – april 3th
Challenge #2: Customer needs are changing.
Challenge #3: Branches are closing.
SOCIAL MEDIA APPROACH
Het versterken van relaties met doelgroepen.
Subgoals
BRAND & REPUTATION SERVICE SOCIAL
SELLING
Het versterken van relaties met doelgroepen.
Primary goal
STRENGTHEN RELATIONSHIPS WITH CUSTOMERS
SUBDOELEN
5 Ingredients
1. Content 2. Campaigns 3. Dialogue 4. Ambassadors 5. Relevance
SUBDOELEN
Content
Humanizing the brand
Always on
Articles & videos with answers to customer questions
Selling without selling
ACQUIRE
CONTACT
REACH Social media
Chat, call me back, etc.
SUBDOELEN
Campaigns
Huizenpromoter
#goedgeregeld (#welldone)
Breakfast in 2 minutes Clothes for one day
SUBDOELEN
Dialogue
Webcare champions
Surpassing customer expectations.
#solved
How long does it take to transfer money abroad?
Be where our customers are
SUBDOELEN
Ambassadors
Networks
Stay informed on key updates
Approach prospects
at the right moment and build trust
>> >>
Social media as a sales tool
Focus on the right people
and companies
SUBDOELEN
Relevance
Invest time
Maintain professional identity
Make useful contact
Search for opportunities
Stay in touch
Spend time
Socialize
Stay in touch
Be entertained
Kill time
Targeting
Optimisation
Het versterken van relaties met doelgroepen.
Subgoals
BRAND & REPUTATION SERVICE SOCIAL
SELLING
Het versterken van relaties met doelgroepen.
Primairy goal
STRENGTHEN RELATIONSHIPS WITH CUSTOMERS
Het versterken van relaties met doelgroepen.
Subgoals
BRAND & REPUTATION SERVICE SOCIAL
SELLING
> Image statements > # conversations > Sentiment > Share of voice > Engagement rate > Time on site
> NPS > # reactions > Sentiment > Response time > Response rate > Call reduction
> # moments of contact > # leads > # prospects > # downloads > CTR / traffic > Returning visitor rate
Return on relationships.
