2 gadi - 10 atziņas

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10 būtiskas atziņas par sociālo mediju izmantošanu Nordea bankas komunikācijā pēdējo 2 gadu laikā.

10 būtiskas atziņas par sociālo mediju izmantošanu Nordea bankas komunikācijā pēdējo 2 gadu laikā.

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  • 1. !"#$%&""()"$*+&,$-?451@1#./0123/"456781/,:/.54*#A*$45.()/#*&&40B$7#@*5B&16*!"#$%&()*(#*&+,*(#-*.#(/012/#34567#+3*8&/9*87#:/.54*#$*8)*(#)/378)1061#-;5;6/#<#=*57#2*)1>#
  • 2. 1. Krīze ir laiks, kad cilvēki novērtē abpusēju uzticību un caurspīdīgumu
  • 3. 2. Mēs esam sociālajos medijos, jo mūsu klienti ir tur...
  • 4. ...un viņi runā par Nordea
  • 5. Social media ! a shift to conversation Traditional comms Traditional tactics focus on crafting institutional messages and assets then mass distributing them to a Institutional Voice Audience core audience. Social Media Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue Blogs Communities 33. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem
  • 6. Using social media will make it easier for Nordea: • to listen to what people say about us • to make target groups aware of Nordeas products and services • to build networks and relations with customers and potential customers • to find inspiration for new products and services • to answer when we are contacted • to strengthen Nordeas brand through better visibility and dialogue3. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem
  • 7. • Dialogue – to approach the Great Nordea reputation Monitoring Reaction Content Analyses Oct 2009 Jan 2010 Apr 2010 Jul 2010 Oct 2010 Jan 2011 Strategy Great Nordea Team of Communicators Next level of Communicators involvement 3 Workshops Concultancy and regular evalution Pro-active projects Guidelines for employees Monitoring Everyday monitoring of social media content Nordea profiles Digital marketing Twitter, Youtube, Flickr Nordea.lv Interactive Media Digital marketing room Nordea Finance Football Coordinate with Group Economic Outlook Small and medium business Nordea Riga marathon School of Opportunities Positivus sponsorship4. Tomēr nav pareizās atbildes, tādēļ esam izvēlējušies Step-by-Step pieeju Reliable and transparent Nordea Market average TH 30 %
  • 8. 5. It is all about people jeb viss sākas no cilvēkiem
  • 9. 5. It is all about people jeb viss sākas no cilvēkiem
  • 10. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
  • 11. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
  • 12. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
  • 13. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
  • 14. 6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm
  • 15. 7. Mēs paši kļūstam par žurnālistiem
  • 16. 8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
  • 17. Twitter Youtube Flickr Facebook • Sekot!ju skaita • Profila skat$jumu • Visu foto skat$jumu • Draugu skaits pieaugums skaita pieaugums skaita pieaugums • Nordea_Latvija • Visu video skat$jumu • Albumu skat$jumu piemin"jumu skaita skaita pieaugums skaita pieaugums pieaugums • Jauno video • Jauno albumu • Linku apmekl"jumu statistika statistika skaita pieaugums • P!rpublic"jumu skaita (RT) pieaugums • Dialogu skaita pieaugums • Atrisin!to s#dz$bu skaita pieaugums8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
  • 18. Input vs. Output8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
  • 19. 30.08.10. Economic Outlook 22.10.10. Nordea Biznesa skola – Launch 27.10.10. Nordea Q3 29.11.10. GarduGadu – Lauch8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
  • 20. Nordea Finance Football Coordinate with Group Economic Outlook Small and medium business Nordea Riga marathon School of Opportunities Positivus sponsorshipGodīga un atklāta Reliable and transparent Nordea Market average 30 % 20 % 10 % 0% -10 % 2008 2009 2010 20118. Ko mēs nevaram izmērīt, mēs nevaram novērtēt
  • 21. • > 50 positive/neutral media items• Target audience of 100,000 people reachedBusiness resultsIncreased Nordea reputation: dimensions safe and stable.Droša un stabilaof net customers in SME segmentBusiness - the numberhas increased for 50% in 2010 Safe and stable Nordea Market average 50 % 40 % 30 % 20 % 10 % 0% 2008 2009 2010 2011 Reliable and transparent Nordea Market average 30 % 20 % 10 %8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt 0% -10 % 2008 2009 2010 2011
  • 22. 9. Ja vien kaut kas var saiet greizi, tas ari notiks
  • 23. Listening – gaining Insights gained; Private communities; Research insights from listening to customers Brand monitoring Comfortable cost of surveys or focus groups Blogs; Awareness; Talking – using Communities; Online “buzz”; Marketing conversations with customers to promote Social networking sites; Time spent on sites; products or services Video or user-generated sites Sales Energizing – identifying Brand ambassador Community membership; programs; Sales enthusiastic customers and using them to Communities; Online “buzz”; Sales persuade others Embeddable “widgets” Members participating; Supporting – making it Support forums; Support possible for customers to help each other Wikis Questions answered online; Avoided support calls Embracing – turning Innovation communities; Usable product ideas; Development customers into a resource for innovation “Suggestion boxes” Speed of development10. So what jeb Stratēģija un biznesa vērtība
  • 24. 1. SM is not free if you want to manage it properly:! It takes people! It takes time! ...which are limited resources! 2. !SM is not a short-term campaign, but a continuous dialogue with a customer:! !it involves active listening, reaction & responding, content management and a constructive communication! !Once you are there, thereʼs no way back, so a thorough strategic approach is needed. !10. + Tas nav par brīvu, bet ja esi iekšā – No way back
  • 25. NORDEA STEP-BY-STEP JOURNEY IN SOCIAL MEDIATHE OBJECTIVES: THE EXECUTION:• To know, what is discussed about Nordea A step-by-step social media strategy• Brand awareness and product promo • Monitoring – Evaluation, tools and metrix• Dialogue – to approach the Great Nordea reputation • Reaction – Nordea profiles • Interaction – Social media spokespersons team • Content – Integration in Nordea communication campaigns Monitoring Reaction Content Analyses Oct 2009 Jan 2010 Apr 2010 Jul 2010 Oct 2010 Jan 2011 Strategy Great Nordea Team of Communicators Next level of Communicators involvement 3 Workshops Concultancy and regular evalution Pro-active projects Guidelines for employees Monitoring Everyday monitoring of social media content Nordea profiles Digital marketing Twitter, Youtube, Flickr Nordea.lv Interactive Media Digital marketing room Nordea Finance Football Coordinate with Group Economic Outlook Small and medium business Nordea Riga marathon School of Opportunities Positivus sponsorship Reliable and transparent Nordea Market average THE RESULTS: 30 % 20 % • Nordea acknowledged as a leader in social media use among banks (Baltic E-banking report 2010, Nov 2010) 10 % • Nordea ranks in Top 25 in “Latvijas Twitter z!molu Tops” (Soon, Dec 2010) 0% • Nordea the strongest reputation among peer banks in the perception of – the -10 % 2008 2009 2010 2011 Safest and most stable bank; Open and honest (Data Serviss, Dec 2010)
  • 26. 1. Krīze ir laiks, kad cilvēki novērtē abpusēju uzticību un caurspīdīgumu2. Mēs esam sociālajos medijos, jo mūsu klienti ir tur...3. Sociālajos medijos ir neierobežotas iespējas veidot attiecības ar klientiem4. Tomēr nav pareizās atbildes, tādēļ esam izvēlējušies Step-by-Step pieeju5. It is all about people jeb viss sākas no cilvēkiem6. Visa cilvēka dzīve ir cīņa par cita cilvēka ausīm7. Mēs paši kļūstam par žurnālistiem8. Ko mēs nevaram izmērīt, mēs nevaram novērtēt9. Ja vien kaut kas var saiet greizi, tas ari notiks10. So what jeb Stratēģija un biznesa vērtība