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BWE_NY_11_fin servpanel
 

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    BWE_NY_11_fin servpanel BWE_NY_11_fin servpanel Presentation Transcript

    • Rapid Fire Case Study Panel: Financial Services Doug Haslam @DougH Zena Weist @zenaweist Michel Savoie @michelsavoie Jaime Punishill @jpunishill
    • HR Block Social Media Zena Weist
    • Social Media Team Focus
      • 1:1 Conversation with Focus on Expertise
        • GIR Community
        • Influencer Engagement (Blogger outreach, social site conversation)
        • Partnering with CSO Online Response team for online Client Issue Resolution (CIR)
        • Brand conversation
      • Brand Reputation Management
        • Monitoring Online Conversation
        • Crisis Management Lead for Social Media
        • Partnering with CSO Online Response team for online CIR
        • Online Communication Policy (FTC Compliant)
        • Social Media team leads online brand response
        • Weekly reports in season
        • Ad hoc reporting as deemed necessary
      • 24/7/365 Content Strategy
        • Lead HRB online content strategy
          • Brand conversation
          • Expert tax content (not just inform but engage)
          • Marketing messaging
      • Social Subject Matter Experts (Assist with Strategy/Tactics)
        • Marketing (National & Field), HR, Legal, Compliance, Ethics, Product & Client Exp, Innovation
    • From Multi-chatter to Brand Amplification
        • 2:1
        • 1 Brand Voice
    • HRB Online Response Process http://slidesha.re/blockresponse David Armano, Edelman 2010. Repurposed with permission by H&R Block.
    • Social Media Team Legal HR Product Field Com IT Marketing R&D CS Revolving Hub & Spoke Model
    • ROI & Metrics
      • Client Resolution Metrics
        • Resolved Issues (Service Level Agreement)
      • Cost Avoidance
        • Early Warning System
        • Call deflection through Listening (script for Call Centers)
        • First Contact Resolution
      • Revenue
        • Retail Office: Appointments Made/online
        • H&R Block At Home Digital Software: Units Sold/online
      • Social Media Metrics
        • Share of Voice, Reach, Brand Mentions, Sentiment
        • Followers, RTs, Likes, Influence, Shares…
    • RBC Royal Bank Social Media
    • RBC’s Social Media History May 24th, 2011 2006 2007 2008 2009 2010
      • Next Great Innovator – Crowd sourced ideation
      • Next Great Innovator Blog
      • RBC Student Finances Podcast
      • RBC p2p: launches first Canadian FI blog directed at clients
      • YouTube: RBC’s first YouTube channel, YouTube.com/RBCp2p, launches
      • Facebook: RBC launches its first Facebook Fanpage, RBC Bankbook
      • Online Banking: Ratings and Reviews launches
      • Twitter: RBC launches first Canadian FI twitter accounts, twitter.com/RBC and RBCInnovator
      • Flickr: First Flickr site is launched for hosting client appreciation photos
      • First client engagement tool leveraging Twitter, is developed, enabling clients to openly comment about RBC at events
      • PR: RBC releases its first Social media Press Release
      • Twitter: RBC maintains ~10 active Twitter accounts
      • Facebook: RBC Blue Water Project launches social engagement promotion, building nearly 20 000 fans in a few weeks
      • RBC fully integrates social media into the core marketing design of the Student Fall Campus Promotion campaign, including YouTube, Facebook as well as a location based service, Foursquare
    • What is Social Media at RBC?
      • Social Media is:
          • A collaboration enabler
          • An employee engagement community
          • A knowledge management community
          • An expert location resource
          • A Digital Water Cooler
      • Social Media is being used for:
          • Brand building
          • Marketing
          • Innovation
          • Sales & Business results
      • Founded on 3 Principles:
          • Risk Management
          • Engage clients and evolve our brand
          • Realize the opportunity
      May 24th, 2011
    • Brand Building & Marketing
      • Sponsorships and Events & Community
      • Marketing
      May 24th, 2011
    • Innovation
      • Leveraging Social Media to drive internal and external innovation
      • Social Media to drive knowledge management & expertise location
      May 24th, 2011 The Challenge is a way for us to not simply talk about innovation, but to live innovation LinkedIn continues to be the best tool to find talent internally.
    • Sales & Business Results
      • Ultimately, every engagement needs to drive a business result. Rigor in implementation is key.
          • Engage the right partners to drive your strategy
          • Identify key business and legal risks
          • Develop risk mitigation strategies
          • Set project/initiative targets that align to strategic goals
          • Educate to enable action
          • Obtain stakeholder buy-in
          • Communicate and promote within your organization
      • Key business results
          • 75% cost savings in media costs on a campaign to campaign basis (Students “Like” it Video Contest)
          • 222% increase in service usage amongst existing clients (myFriendTracker Facebook Application)
          • 200% increases month over month in Facebook Likes
      May 24th, 2011
    • 10 Key Considerations & Learnings
      • Establish a scenario-based overview
      • Create common-sense processes
      • Build on learnings – Test and Learn often
      • Develop Guidelines
      • Educate constantly
      • Clarifying roles ahead of time
      • Ensure Ownership & Management
      • Place accountability on partners
      • Resource for Social Media
      • Measure and Syndicate results
      May 24th, 2011
    • Thomson Reuters (w/side of Citi)
    • Lessons learned
      • This is a cultural transformation, understand your organization’s tolerance for openness
      • Solving for the control functions is just the keys to the car, the social engine needs fuel (content) & air (engagement)
      • Driving social behavior requires a lot of work, curation, and leadership
      • Don’t underestimate the time you’ll need to evangelize
      • Every group has to staff
      • Social business is NOT real time
      • Social business is not FREE
      • Many social business vendors are not yet ready for scalable primetime
      • Don’t underestimate how different this is from BAU (e.g. VA, Twitter API, profanity)
      • Establish two sets of metrics – social & business metrics – you must translate
      • Prepare for the worst, EARLY
      • Expect to help everyone else do their job – if you actually want it done in a way that is usable for something new like social business