kenyan social media campaigns

1. SOCIAL MEDIA MARKETING
Name: KipkoechRobin Pik
Admissionno.: 2B4026
Assignment:Banking on Social Media
How hasFNB usedsocial mediatoengage withitscustomers?
 Respondingtocustomercomplaintsorcompliments –78% surveyrespondentssaidthatthe
CEOs participationusingsocial medialedtobettercommunication. The bankwasable to
capture,analyze andrespondtocustomerissues inreal time.Ithelpedthe banktoavoid
customermisunderstandingsbyrespondingtoandimmediatelymitigatingthe challenges
furthermore,theywere able to performgreaterlevelsof risk control.
 Offeringthe eWalletFacebookgametocreate awarenessaroundthe benefitsof eWalletand
educating thecustomeron howthe product actuallyworks.
 Offeringinformationforexistingandpotentialcustomerswhouse social mediatoresearchtheir
bankof theirchoice.
 Marketingand Promotion –Introducingincentivessuchasloyaltyschemestocustomerswho
stay withthe same provider,aswell asa certainlevel of businessdiversification. Capitalizingon
the spiritof community,FNBhasalso usedsocial mediato brandthemselvesortomarketa
specificproductorservice andhave foundsuccess.Bydoingso,theyhave beenable toengage
withcustomersat certainlevelswithdeepunderstanding.
 Extendingthe customerutilitybyoffering Facebookbanking ontovariousplatforms.
 Targetingdifferentsegmentswhile communicating –FNBhas usedLinkedInforprofessional
communicationaroundbusinessbanking.
 Pullingsocial mediainto otheronlinecontentchannels,byusingthe platform-specific
applicationprogramminginterfaces. Thisway,customersgettoengage withthe bankstaff.
 Employingateamof social mediawritersfrompublicrelations,copywritingandsimilar
backgroundswhodidcustomerservice throughsocial media.
What benefitsdoesFNBobtainbyinvestinginitssocial mediastrategy?
 Buildingacommunity –ongoingrelationshipswithcustomersandpotentialcustomersthatis
not boundbythe inherentrestrictions. FNBconsidersthe ‘gameification’of financial services
(eWallet) thatallowscustomerstoplaywithdifferentinvestmentscenarios,movingfromlevel
to level.Thishelpscustomerstolearnaboutthe product.Active social networkuserswelcome a
communityaspecttothe banks offering.
 Positive brandambassadorswhorecruit customersonbehalf of FNB.The social media
empoweredstaff toofferhighqualityservice astheywere able toaddressthe customers
concernsingood time.Thismade the bankget somany brandambassadors.Most of the
potential customersreadreviewsfromthe social networkswhichhelpedthemmake decisions
on whichbanksto join.

2.  Core brand value of “How can we helpyou?”isactivelyexpressedhence buildingagoodbrand
image.
 Cost effectiveness –It isa relativelycheapermethodof advertisingwhichworks. Small amount
of the advertisingwasallocatedtothe digital branding,andyettheywere able topull customers
and earnrevenue,provingitasa cost efficienttool.
 Buildingrelationshipsbasedontrust – transparencyon social medialeadsFNBtobe viewedas
trustworthy.Opennesstocriticismandencouraging itleadstobettercustomerexperience.The
bankis representedasapproachable,trustworthy,likableandtechnology-savvy.
 The bank isable to walkincustomers’shoes – bythis;I meanthat the additional benefittothe
FNB isthat theyare able to developadeepunderstandingof theircustomers’needsandsocial
behaviors.
What lessonscanwe learnfromFNB's social mediaactivities?
 Investingintechnologytoofferqualityservice isimportant –the gamingservice offeredto
customersas a learningtool wasveryresourceful.Itcontributed100,000 new fans onFNB
Facebookpage.The R1.4 million investmentwasable tomake a netcontributionof R6.1 million.
 Crowdsourcing, supported by socialmedia, results in substantial PR value and an excessof
ideas from which to choose, as well as the successfulintegration of consumersinto the
company. It helps to solicit service improvement suggestionsfrom our customers. For
instance, the use of persona “RB Jacobs” allowed for the growth of brand awareness
 Transparency iskey attribute to gaining customers. The CEO was active in both Facebook
and Twitter, which was a good example of showing customers what the bank was doing.
 Effective strategiesare alwaysneededinsocial mediaactivities.Thisenablesthe banksin
achievingitslongtermaims.Researchshowedthatcustomerswere notloyal totheirbanks.In
orderto attract customers,FNBneededtoreduce serviceandtransactional feesandincrease
service levels.The introductionof loyaltyschemesthatrewardcustomerswhostayedwiththe
same provide waspart of the strategy.
 A social mediateamneedstobe aware of and be intune withall the developmentstakingplace
withinthe company,includingpublicrelationslaunches,marketingcampaigns,new product
releases,systemperformance andproductenhancementsamongothers. Processeshave tobe
inplace spreadinformation inatimelyfashionfromall areasof business.