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

1. 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 Bank
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2. WHAT WE’LL COVER
 Look at what Twitter means to Barclays
 How we got the service live
 Some key learning’s
 Our next steps
 Summary
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3. 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
protected
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4. TWITTER FOR BARCLAYS
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5. GETTING OUR SERVICE-LED INITIATIVE LIVE
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6. GETTING OUR SERVICE-LED INITIATIVE LIVE
Stakeholders Tool/Audit @what?
Governance Reporting
Hours
The Tweeted
People
Word
Hand-offs Processes Training
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7. 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 evening
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8. 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 brings
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9. NEXT STEPS FOR US
Proactive
Hours/Days
Engagement
SCALE &
Advertise, Content FORMAL
Push & MANAGEMENT Facebook Youtube
Segmentation
Insight
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10. 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.
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11. ANY QUESTIONS
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