Social Media Week Rotterdam 2015 (#SMWRdam): How to strengthen relationships when your bank's reputation is under pressure Guido Smit ABN AMRO

1. #SMWRdam
Using social media
to strengthen
relationships with
customers.

3. “Customer, customer, customer…f*ck off. We all know that they
don’t give a damn about their customers.”

5. Cross
Business
Team
Retail
Banking
Corporate
Banking
Private
Banking
R&E
Sponsoring
Corporate
Communications
Innovation
Webcare

6. Agenda
Industry challenges
Social media approach
5 Ingredients to strengthen relationships

7. #Challenge 1:
Reputation is under pressure.

8. Average social media activity

9. March 20th – april 3th

11. Challenge #2:
Customer needs
are changing.

12. Challenge #3:
Branches are closing.

13. SOCIAL MEDIA APPROACH

14. Het versterken van relaties met doelgroepen.
Subgoals
BRAND
& REPUTATION
SERVICE
SOCIAL
SELLING
Het versterken van relaties met doelgroepen.
Primary goal
STRENGTHEN RELATIONSHIPS WITH CUSTOMERS

15. SUBDOELEN
5 Ingredients
1. Content
2. Campaigns
3. Dialogue
4. Ambassadors
5. Relevance

16. SUBDOELEN
Content

17. Humanizing the brand

18. Always on

19. Articles & videos with answers to customer questions

20. Selling without selling
ACQUIRE
CONTACT
REACH Social media
Chat, call me back, etc.

21. SUBDOELEN
Campaigns

22. Huizenpromoter

23. #goedgeregeld (#welldone)
Breakfast in 2 minutes Clothes for one day

24. SUBDOELEN
Dialogue

25. Webcare champions
Surpassing
customer
expectations.

29. #solved
How long does it take to transfer money abroad?

30. Be where our customers are

31. SUBDOELEN
Ambassadors

32. Networks

33. Stay informed
on key updates
Approach
prospects
at the right moment
and build trust
>> >>
Social media as a sales tool
Focus
on the right people
and companies

34. SUBDOELEN
Relevance

35. Invest time
Maintain professional identity
Make useful contact
Search for opportunities
Stay in touch
Spend time
Socialize
Stay in touch
Be entertained
Kill time

36. Targeting

37. Optimisation

38. Het versterken van relaties met doelgroepen.
Subgoals
BRAND
& REPUTATION
SERVICE
SOCIAL
SELLING
Het versterken van relaties met doelgroepen.
Primairy goal
STRENGTHEN RELATIONSHIPS WITH CUSTOMERS

39. Het versterken van relaties met doelgroepen.
Subgoals
BRAND
& REPUTATION
SERVICE
SOCIAL
SELLING
> Image statements
> # conversations
> Sentiment
> Share of voice
> Engagement rate
> Time on site
> NPS
> # reactions
> Sentiment
> Response time
> Response rate
> Call reduction
> # moments of contact
> # leads
> # prospects
> # downloads
> CTR / traffic
> Returning visitor rate

40. Return on
relationships.