Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)
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Deborah Copeland & Amanda Brown First Direct & customer comments Social Media '09 a mashup* event mashupevent.com
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Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)
- 1. The story of ‘Live’
- 2. Add logos of awards for customer service An award winning bank
- 3. Whose customers evangelise and recommend
- 4. Whose customers are more likely to be tech savvy and use social media Info from research All GB adults First direct customers
- 5. During the current economic crisis net trust in banks has decreased by 69%. Source: The Futures Company, 2009 In a difficult environment
- 6. Get people to think differently about first direct Find a new and intelligent way to execute brand endorsement Give customers a voice Be brave and honest Be positioned as; contemporary, fresh (in attitude and approach), doing things differently Our challenge
- 7. “ A firm can’t be all things to all people, but must be true to the brand promise… Paramount is to be transparent, show the good and the bad… A sure sign of strength.” Financial Firms Today Compete In A World Of Challenger Brands. By Carl Anderson, CEO, Doremus . This quote inspired us
- 8. So we tested the water…
- 9. … and compared against our competitors
- 11. and developed our customer journey: Provok Provoke Engage Act Share
- 12. And from here ‘Live’ was born
- 13. Provoke Provok
- 15. Engage
- 16. Act
- 17. firstdirect.com/live – 25,000 unique visits since launch 2500 comments posted to Talking Point Brand consideration at 12 month high at 12% Now leading the category for ‘being different’ Over 200 Tweets Act
- 18. Share
- 19. Share
- 21. Share
- 22. And next ?
- 23. We’ll continue to listen And we’ll look at where we can make improvements to the service and offerings we provide We’ll start to join in and respond We’ll continue to learn and adapt
- 24. Questions? www.newsroom.firstdirect.com twitter.com/first_direct twitter.com/deborahcopeland
Editor's Notes
- AB: Today we’re going to talk to you about Live our latest social media and marketing campaign. So before we explain our thinking behind the site here’s some background…
- AB As an award winning bank first direct are considered to be one of the most reccomended with outstanding levels of customers service.
- We also have very loyal and evangelical customers, who talk about us and recommend us.
- Our customers are also more likely to be tech savvy and use social media.
- Of course the backdrop to all this is that trust in banks is at an all time low. The confidence of consumers has been shattered and it was important to us to rebuild that trust in first direct, to show we’re different and demonstrate that happy customers are at the heart of our business.
- So this got us thinking how do we leverage the fantastic brand endorsements in the right tone and that will resonate in a tough enviroment. Our challenge in a nutshell was to get people talking about first direct as an open and honest brand that offers outstanding customer service.
- Dc – so we started thinking about utilising the stuff that was online, we knew that there was a massive amount of positive stuff out there but that with any organisation there’s always going to be negative. After careful consdoeration we decided that transparency wins and more than any bank we were able to fly the flag for openness.
- So we started to look at the reality of reviews to see what people were saying about us and the service message was clearly coming through.
- And when we looked at some of our competitors there was a clear difference in the way people were talking about us - this is Halifax.
- And this is Lloyds. It became clear that some way of aggragating our customers comments, in effect amplifying their voice was a fanstaic way to communicate our service credentials and brand values of honesty and respect.
- Naturally the customer journey was important to the campaign. Our campaign elements had to provoke in order to engage, drive action and encourage people to share.
- AB This is a hyperlink!. Overview of the site. What it does. How it works. The challenges. Verbal description of integrated campaign which the site formed the engagement hub. how site works, what it’s ‘powered by’, the challenges e.g. Live twitter feed, data protection etc etc.
- We provoked London commuters (our key target market) through the domination of all digital formats including: Underground Cross track Projections, Transvision screens at 26 major Network Rail stations, Digital Escalator Panels and LCD screens at Underground stations, as well as static Tube Car Panels. Online we launched a series of direct response adverts and brand adverts using the campaign to both drive acquisition and raise brand awareness. In the press we also ran direct response adverts. The creative direction of all elements was to give a taster of what people were saying about us through live data feeds wherever possible, pushing people to a bespoke microsite to find out more and also tell us what they were thinking.
- DC- To provide content and provoke debate we researched consumer feelings about openness, being open online and sharing information and presented the findings in a media release and video.
- AB – they key way that we engaged consumers (customers and non customers) is through Talking Point. We posed a number of questions to drive discussion and encouraged people to post their comments on the home page. It gives our customers a voice and is being looked at the highest level within first direct and hsbc.
- AB
- AB - the results so far have been really promising
- DC Our focus for the PR was online as we knew we had a very strong story for the social media and digital community. We focused on the online influencers (also key target market for first direct) and pushed the story out via the first direct social media newsroom. It wasn’t long before the story began to take on its own momentum and became viral.
- DC
- ab
- Social media is opening up a new voice for our customers and we might not always get it right. But we believe its essential that we embrace social media as it stands for many of the same things that we do; mutual respect, honesty and two-way conversation.