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Dissolving boundaries – using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation
 

Dissolving boundaries – using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation

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Presentation delivered by Robert Wint at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London....

Presentation delivered by Robert Wint at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London.

For more information visit http://www.socialmediadna.co.uk

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    Dissolving boundaries – using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation Dissolving boundaries – using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation Presentation Transcript

    • DISSOLVING BOUNDARIES Using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation Robert Wint, Head of Digital Marketing, Barclays BankTweet this now #smwdna
    • WHAT WE’LL COVER  Look at what Twitter means to Barclays  How we got the service live  Some key learning’s  Our next steps  SummaryTweet this now #smwdna
    • FRAMEWORK FOR SOCIAL SUCCESS The Customer Our customers shape our social media activity and roadmap Proactive Brand Customer Customer Customer Building & Needs Sentiment Engagement Reputation Management Colleagues Providing guidance and policies to ensure Barclays empowers while remaining protectedTweet this now #smwdna
    • TWITTER FOR BARCLAYSTweet this now #smwdna
    • GETTING OUR SERVICE-LED INITIATIVE LIVETweet this now #smwdna
    • GETTING OUR SERVICE-LED INITIATIVE LIVEStakeholders Tool/Audit @what? Governance Reporting Hours The Tweeted People WordHand-offs Processes Training Tweet this now #smwdna
    • OUR KEY TAKEAWAY’S 67% of mentions are during existing working hours. 6% of mentions are before start of business The remaining 27% are in the evenings. Mentions after close of business gradually drop away 15% are 5-7pm 7% between 7-9pm 6% later in the eveningTweet this now #smwdna
    • OUR KEY TAKEAWAY’S  Type of enquiries weren’t as expected • Much more detailed  Weekly review of responses • With governance stakeholders  Start small, but expand rapidly • Then get more proactive  Key was senior stakeholder buy in  Great source for customer sentiment to issues – a weekly Dashboard bringsTweet this now #smwdna
    • NEXT STEPS FOR US Proactive Hours/Days Engagement SCALE &Advertise, Content FORMAL Push & MANAGEMENT Facebook Youtube Segmentation Insight Tweet this now #smwdna
    • SUMMARY  A very well received pilot, planned for rapid scaling and growth  A huge amount of ‘formality’ in a FS business  Keep stakeholders close if on side  Socialise the issues first, be confident in what is needed  Get a marketing plan behind it quickly too.Tweet this now #smwdna
    • ANY QUESTIONSTweet this now #smwdna