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DISSOLVING BOUNDARIES
    Using Twitter from a Customer Service
    Perspective and as a Lever for other Parts of
    the Organisation
    Robert Wint, Head of Digital Marketing, Barclays Bank


Tweet this now #smwdna
WHAT WE’LL COVER

    Look at what Twitter means to Barclays
    How we got the service live
    Some key learning’s
    Our next steps
    Summary




Tweet this now #smwdna
FRAMEWORK FOR SOCIAL SUCCESS

                                              The Customer
                            Our customers shape our social media activity and roadmap




        Proactive
          Brand
                                    Customer                  Customer                   Customer
        Building &
                                     Needs                    Sentiment                 Engagement
        Reputation
       Management
                                                Colleagues
                    Providing guidance and policies to ensure Barclays empowers while remaining
                                                      protected




Tweet this now #smwdna
TWITTER FOR BARCLAYS




Tweet this now #smwdna
GETTING OUR SERVICE-LED INITIATIVE LIVE




Tweet this now #smwdna
GETTING OUR SERVICE-LED INITIATIVE LIVE

Stakeholders                       Tool/Audit           @what?


  Governance                       Reporting
                                                    Hours

                                          The Tweeted
                          People
                                             Word

Hand-offs                           Processes       Training
 Tweet this now #smwdna
OUR KEY TAKEAWAY’S
                         67% of mentions are during
                         existing working hours.

                         6% of mentions are before start
                         of business

                         The remaining 27% are in the
                         evenings.

                         Mentions after close of business
                         gradually drop away
                         15% are 5-7pm
                         7% between 7-9pm
                         6% later in the evening




Tweet this now #smwdna
OUR KEY TAKEAWAY’S

  Type of enquiries weren’t as
   expected
       • Much more detailed
  Weekly review of responses
       • With governance stakeholders
  Start small, but expand
   rapidly
       • Then get more proactive
  Key was senior stakeholder
   buy in
  Great source for customer
   sentiment to issues – a
   weekly Dashboard brings
Tweet this now #smwdna
NEXT STEPS FOR US


                     Proactive
                                           Hours/Days
                    Engagement
                     SCALE &
Advertise, Content   FORMAL
     Push &        MANAGEMENT Facebook Youtube
  Segmentation

                                 Insight
 Tweet this now #smwdna
SUMMARY

  A very well received pilot, planned for rapid scaling
   and growth
  A huge amount of ‘formality’ in a FS business
  Keep stakeholders close if on side
  Socialise the issues first, be confident in what is
   needed
  Get a marketing plan behind it quickly too.




Tweet this now #smwdna
ANY QUESTIONS




Tweet this now #smwdna

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Dissolving boundaries – using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation

  • 1. DISSOLVING BOUNDARIES Using Twitter from a Customer Service Perspective and as a Lever for other Parts of the Organisation Robert Wint, Head of Digital Marketing, Barclays Bank Tweet this now #smwdna
  • 2. WHAT WE’LL COVER  Look at what Twitter means to Barclays  How we got the service live  Some key learning’s  Our next steps  Summary Tweet this now #smwdna
  • 3. FRAMEWORK FOR SOCIAL SUCCESS The Customer Our customers shape our social media activity and roadmap Proactive Brand Customer Customer Customer Building & Needs Sentiment Engagement Reputation Management Colleagues Providing guidance and policies to ensure Barclays empowers while remaining protected Tweet this now #smwdna
  • 4. TWITTER FOR BARCLAYS Tweet this now #smwdna
  • 5. GETTING OUR SERVICE-LED INITIATIVE LIVE Tweet this now #smwdna
  • 6. GETTING OUR SERVICE-LED INITIATIVE LIVE Stakeholders Tool/Audit @what? Governance Reporting Hours The Tweeted People Word Hand-offs Processes Training Tweet this now #smwdna
  • 7. OUR KEY TAKEAWAY’S 67% of mentions are during existing working hours. 6% of mentions are before start of business The remaining 27% are in the evenings. Mentions after close of business gradually drop away 15% are 5-7pm 7% between 7-9pm 6% later in the evening Tweet this now #smwdna
  • 8. OUR KEY TAKEAWAY’S  Type of enquiries weren’t as expected • Much more detailed  Weekly review of responses • With governance stakeholders  Start small, but expand rapidly • Then get more proactive  Key was senior stakeholder buy in  Great source for customer sentiment to issues – a weekly Dashboard brings Tweet this now #smwdna
  • 9. NEXT STEPS FOR US Proactive Hours/Days Engagement SCALE & Advertise, Content FORMAL Push & MANAGEMENT Facebook Youtube Segmentation Insight Tweet this now #smwdna
  • 10. SUMMARY  A very well received pilot, planned for rapid scaling and growth  A huge amount of ‘formality’ in a FS business  Keep stakeholders close if on side  Socialise the issues first, be confident in what is needed  Get a marketing plan behind it quickly too. Tweet this now #smwdna