Royal Bank of ScotlandNiche online communitybuilding
We helped RBS brand Devitt, a specialist motorcycleinsurance broker, use social media to engage with their niche customer base – motorcyclists and bikers.
As well as increasing interaction with their brand, Devitt also wanted to gather data about new and existingcustomers (eg, insurance renewal dates) to improve CRM.
So we built, seeded and grew an online community called“Keep Britain Biking” to address Devitt‟s key strategic needs.
The community contains blogs, forums and video content to encourage discussions about urban biking. The site is also integrated with Twitter to spread word about the community.
The community contains unique content called „Biking Intel‟ – information for bikers provided by bikers– whichincludes info about parking spots, biking routes and bike shops.
Biking Intel can be accessed on the go by bikers via the bespoke Keep Britain Biking mobile app that we‟ve developed for Devitt.
As a result, the Keep Britain Biking community has enabledDevitt to raise brand awareness with motorcycle enthusiasts in a non transactional way.
Devitt has also significantly increased CRM data for bothcustomers and prospects through sign ups to the Keep Britain Biking community.
Further more, those people who are aware ofKeep Britain Biking are 31% more likely to take out insurance with Devitt.
Keep Britain Biking has now become a key part of Devitt‟s engagement strategy. FreshNetworks worked with, us step by step, to help define exactly what we wanted to achieve through an online community. They helped with functionality, site build, and then, more importantly, they brought the community to life in a way that addressed our key business goals. We are now confident that keepbritainbiking.com will form a long- term part of our strategy and will play a significant part in contributing towards business objectives.. Marketing Manager, RBS Insurance (Devitt)