Sandeep Baruah, NAB - 'Engaging with Social Media'

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iStrategy Conference 2011: Sandeep Baruah, Head of Online, NAB, 'Engaging With Your Customers on Social Media' - Keynote Session-Panel Discussion (Day Two)

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Sandeep Baruah, NAB - 'Engaging with Social Media'

  1. 1. Engaging With Your Customers On Social Media<br />the new age of conversation<br />Sandeep Baruah<br />Head of Online, NAB <br />
  2. 2. Learnings From Two Perspectives<br />Leveraging Social Media For Brand/Competitive Positioning/Differentiation<br />Customer Service on Social Media Channels<br />
  3. 3. The Engagement Model<br />Understand your community<br />You don’t set the rules<br /> But if you understand them – you get to play the game<br />Make the most of your community<br /> They create the most valuable asset you have – accountability<br />
  4. 4. The “break up”<br />“The tweet that sparked a (banking) revolution”<br />including<br />over 500 tweets in 3hrs<br />
  5. 5. The “break up”<br />To use Social Media as part of the marketing mix..<br /> Leverage your community<br />Let them feel a part of the initiative<br />2. Play to Social Media’s strengths<br /> - Make it digital – blogs, twitter, videos et al<br /> - Cross-pollination is critical<br />
  6. 6. The “break up”<br />Some stats<br /><ul><li> 66% increase in banking conversation on social media
  7. 7. 78% of all banking social media posts were about NAB
  8. 8. Daily posts about NAB jumped 320%
  9. 9. Sentiment went from deep negative to neutral</li></ul>Source: 6dgree (http://6dgreenews.com/2011/02/the-tweet-that-sparked-a-banking-revolution)<br />
  10. 10. The “break up”<br />Engage with your community <br /> Build trust, then break the ice<br /> Your community wants to be engaged – don’t break the trust<br /> Social media is a marketers playground<br /> However, do it the right way – make sure it’s sustainable<br /> Stand for something good<br />You need to be respectful, transparent and honest<br />
  11. 11. Managing Customers – The Blueprint<br />Acknowledge the problem<br />Own the issue<br />Empower Advocates<br />Authenticity <br />& <br />Transparency<br />Commit to doing the right thing<br />Get Resolution<br />Share relevant & timely Information<br />
  12. 12. Thank you<br />Sandeep Baruah <br />NAB Digital<br />http://au.linkedin.com/in/sandeepbaruah<br />

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