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Fidelity bank online proposal
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Fidelity bank online proposal

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2011 social media strategy

2011 social media strategy

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    Fidelity bank online proposal Fidelity bank online proposal Presentation Transcript

    • Online Proposal
      Fidelity Bank Youth Segment
    • Goals and Objectives
      Deepen and enrich the brand’s relationship with customers through social media interaction.
      To facilitate collaboration, sharing of contents and interaction with the brand.
      Recruit and engage brand advocates and ambassadors on social networking platforms.
      Customer feedback – measure, assess and evaluate
    • Focus - Youths
      They are early adopters and aspire to social relevance
      Males and females aged 16 to 35 years
      More often than not, this expression gives rise to word of mouth.
      They belong to a diversity of socio-economic backgrounds (AB – C2)
      They are found predominantly in urban and semi-urban environments
      Youth are very opinionated; they want to be able to express themselves.
      They are driven by a desire to be successful
      They may be graduates, youth corpers, job seekers, entrepreneurs, corporate executives, white collar, blue collar, skilled , semi-skilled or unskilled workers.
    • Trends
      From 2,991,200 in March 2011, total number of Nigerians on Facebook now amounts to 3,247,660 as at June 2011, with 8.6% in just 3 months
      Brands are using social networks to reach their consumers, realizing the power of creating a FaceBook Page, or Twitter account to engage their market audience. 
      Social networking has become an important aspect of the youth culture.
      Media multi-tasking — such as simultaneously searching Web sites, emailing and talking to someone — is prevalent among youths.
      They use a social
      network DAILY. They have about 10x as many online friends as real ones.
      Social network advertising is becoming very main stream as advertisers utilize the ever growing social networking options to contact consumers, prospects.
    • Online Penetration & Awareness
      2010
      Q : Which of these social network sites do you know, even if only by name?
      Q : Which of the network sites are you currently a member of?
      Online Penetration
      Awareness
      Facebook
      Facebook
      MySpace
      MySpace
      Twitter
      Twitter
      Orkut
      Hi5
      Hi5
      Netlog
      LinkedIn
      LinkedIn
      Netlog
      Orkut
      Xing
      Xing
      Ning
      Ning
      Hyves
      Hyves
      Globally, Facebook has the highest awareness. 83% of the worldwide internet population know Facebook. MySpace holds a second place and Twitter comes third
      More than half of the internet population is currently a member of Facebook
      Insites Consulting – 2010 Social Media Study
      N Total = 2884 / F = None
    • Credible sources for brand posts
      2010
      Q : Imagine something about a brand being posted on a social network, what would be the most credible source for you?
      Most credible sources
      …still, word-of-mouth is the most credible source to rely on for brand posts…
      A consumer
      The brand itself
      A journalist
      A marketeer
      Another brand
      N Total = 2065 / F = If user
      Insites Consulting – 2010 Social Media Study
    • Influences of Social networks on customers
      65.3%report a digital experience changed their perception of a brand.
      97.1%reports that digital experience has influenced purchase.
      24%have produced digital content in order to enter a contest.
      Source: Razorfish Global feed
    • Insights
      The online platform has evolved in recent times to become the leading platform for engaging youths and actualizing brand’s objectives.
      Active involvement on social networks is very high with youths spending a large percentage of their time on face book, Google search engine, Twitter, My space and other online forums.
      Online engagement platforms e.g. Social networking sites now eats up twice as much of youths online time as any other activity.
      Our recommendations will take advantage of the influence of social networking(Facebook) over youths to meets our goals and objectives.
    • FIDELITY Connect
      The FIDELITY Connect is a platform on Facebook that seek to engage youths with several exciting applications e.g Games and Online Quiz.
      Also imbedded on the page is the Face of Fidelity competition.
      Fans are expected to upload trendy pictures, while a winner will be selected at the end of the month.
    • Strategic Intent
      • Leverage offline
      events
      • Advertise through
      existing media
      • Add your social Web links to your brand Web site
    • An array of interactive online games that would take the shape of word puzzles, board games, brain twisters etc. would be introduced to the brand’s platform.
      The games would be in stages and a participant stands a chance of winning cash prizes after reaching a certain stages.
      This would become popular amongst youths and adults as they would begin to identify with the platform and the brand.
    • Online Quiz
      • An online quiz that would cover a wide range of topics would be introduced. Areas that would be covered include:
      Celebrity gossips
      Sports/Football
      History
      Music etc.
      • Questions will be answered online and cash prizes would be won..
    • Face Of Fidelity
      Online visitors would have the opportunity to upload their pictures on the brands web page and participate in the Face of Fidelity competition.
      This would be a monthly competition
      where winners will emerge and win
      cash prizes.
      Friends and online visitors to the page would vote their favorite face and the picture with the highest vote becomes the Face of Fidelity for the month.
    • Workings
      The online activities tagged Fidelity Connect promotes the saving culture amongst youths with a strong emphasis on money management.
      Save the largest sum of money after meeting your needs and Fidelity Bank will open an account for you with the virtual money you have saved.
      The winner becomes the face of the bankon the forum with the Facebook photo contest incorporated.
      As part of the conditions, you must also help your friends with the virtual money.
      Recruit a team of 10 friends to start the game. Register the names of your friends on the Fidelity bank platform.
    • Summary
      The brands online activities tagged Fidelity Connect which includes the online games, quiz and the face of fidelity is an effort aimed at engaging customers and helping the youths develop the culture of saving.
      It introduced the Face of Fidelity to celebrate the beauty, style and confidence of the Nigerian youth, enabling them perform at their full potentials.
      It identifies with the vibrancy and adventurous tendencies of the youth and moves in, helping them actualize their inner desires.
      Above all, it confirms its declaration of being a reliable, committed and dependable brand that stays true to its promises by consciously engaging and helping youths build value through their association with the brand.
    • THANK YOU