Looking for a new ally?

A case study by ING DIRECT Canada
11:03 am on February 19, 2013

RBC informs Ally customers via email that they can no longer
open accounts and as of April ...
11:51 am on February 19, 2013

ING DIRECT’s Social Media team starts responding to inbound
inquiries on Twitter.

3
12:25 pm on February 19, 2013

ING DIRECT’s Social Media team starts proactively engaging
with angry Ally customers via Ho...
1:05 pm on February 19, 2013

ING DIRECT’s Social Media team sends its first outbound
Tweet aimed at Ally customers.

5
4:48 pm on February 19, 2013

Financial expert Rob Carrick starts a discussion on Facebook.
ING DIRECT’s CEO Peter Aceto j...
A new ally? – Results
The resulting campaign only ran for 6 weeks in February and March.
Budget was relatively small and t...
THANK YOU

8
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Looking for a new ally?

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On February 1, 2013 RBC acquired Ally Bank, a high-interest bank with a similar philosophy and model to ING DIRECT. Ally customers were unsure of what would become of their savings accounts until February 19th, when RBC announced that they would be closing all Ally high-interest savings accounts as of April 30. ING DIRECT launched a campaign to capture these savings dollars from former Ally customers. The campaign started in social media and by the end of its six week duration, savings deposits were up 169% year over year - a massive success!

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  • RBC informs Ally customers via email that they can no longer open accounts and as of April 30th, their accounts will be closed.
  • ING DIRECT’s social media team starts responding to inbound inquiries on Twitter.
  • ING is heavily engaged in outbound social media conversations, trying to attract Ally Clients by using streams in HootSuite.
  • ING DIRECT’s Social Media team sends its first outbound Tweet aimed at Ally customers.
  • Financial expert Rob Carrick starts a discussion on Facebook. ING DIRECT’s CEO Peter Aceto joins the conversation.
  • Savings deposits were up 169% YOY during the same six week time period.
  • Transcript of "Looking for a new ally?"

    1. 1. Looking for a new ally? A case study by ING DIRECT Canada
    2. 2. 11:03 am on February 19, 2013 RBC informs Ally customers via email that they can no longer open accounts and as of April 30th, their accounts will be closed. 2
    3. 3. 11:51 am on February 19, 2013 ING DIRECT’s Social Media team starts responding to inbound inquiries on Twitter. 3
    4. 4. 12:25 pm on February 19, 2013 ING DIRECT’s Social Media team starts proactively engaging with angry Ally customers via HootSuite. 4
    5. 5. 1:05 pm on February 19, 2013 ING DIRECT’s Social Media team sends its first outbound Tweet aimed at Ally customers. 5
    6. 6. 4:48 pm on February 19, 2013 Financial expert Rob Carrick starts a discussion on Facebook. ING DIRECT’s CEO Peter Aceto joins the conversation. 6
    7. 7. A new ally? – Results The resulting campaign only ran for 6 weeks in February and March. Budget was relatively small and the campaign was tactical in nature: • Savings deposits were up 169% YOY during the same six week time period • This is more than double the YOY deposit increase seen in the same period from 2011 to 2012 7
    8. 8. THANK YOU 8

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