Wing Cheung

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Wing Cheung

  1. 1. Digital Strategy Ark Group – Community Engagement via Interactive Media Power of network effect the breakup Introduction thank you 1. Building the case 2. Set up your process 3. Monitoring servicing 4. Building & managing trust
  2. 2. Social Media transparency & risk A brief on NAB’s approach Wing Cheung Senior Manager, Digital Strategy Consumer Marketing National Australia Bank
  3. 3. <ul><li>a little bit about our story </li></ul>
  4. 4. Infusing social media & culture
  5. 6. 1. Building the case <ul><li>How does social media benefit our organisation? </li></ul>
  6. 7. Power of network effect
  7. 8. Power of network effect Defining our strategy to create value <ul><li>Don’t be afraid </li></ul><ul><li>Roadmap </li></ul><ul><li>Connect the teams </li></ul><ul><li>Measure success </li></ul>
  8. 9. TRUTH in social media
  9. 10. 2. Set up your processes <ul><li>Define process </li></ul><ul><li>Teams </li></ul><ul><li>Governance </li></ul><ul><li>Education </li></ul>
  10. 11. 2. Set up your processes <ul><li>Define process </li></ul><ul><li>Teams </li></ul><ul><li>Governance </li></ul><ul><li>Education </li></ul>
  11. 12. 2. Set up your processes <ul><li>Define process </li></ul><ul><li>Teams </li></ul><ul><li>Governance </li></ul><ul><li>Education </li></ul>
  12. 13. 2. Set up your processes <ul><li>Define process </li></ul><ul><li>Teams </li></ul><ul><li>Governance </li></ul><ul><li>Education </li></ul>
  13. 14. 3. Monitoring Significant increase in positive sentiment through both campaign & servicing
  14. 15. 3. Monitoring negative ignore respond take offline Crisis management plan
  15. 16. 4. Building & managing trust <ul><li>What are we saying? </li></ul><ul><li>Identify influencers vs trolls </li></ul><ul><li>Seeding & responding </li></ul>
  16. 17. <ul><li>servicing </li></ul>
  17. 18. Oh…
  18. 19. <ul><li>the breakup </li></ul>
  19. 20. < Seeding >
  20. 21. < Responding >
  21. 22. Results <ul><li>Highest trended topic in twitter </li></ul><ul><li>Reach over 1.5m users </li></ul><ul><li>Over 250,000 You Tube views </li></ul><ul><li>66% increase in banking conversations on social media </li></ul><ul><li>78% of social media banking posts were about NAB </li></ul><ul><li>Over 500 customers switched </li></ul><ul><li>Now the #1 followed bank in Australia </li></ul><ul><li>Average of over 20 per week </li></ul><ul><li>Sentiment went from deep negative to positive </li></ul><ul><li>and… </li></ul>breakup servicing
  22. 24. thank you Wing Cheung Senior Manager, Digital Strategy Consumer Marketing National Australia Bank [email_address] facebook.com/nab facebook.com/nabstudents twitter.com/nab youtube.com/nab nab.com.au

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