ING Direct Canada's social media team saw an opportunity when RBC informed Ally Bank customers that their accounts would soon be closed. The team started actively engaging with and responding to unhappy Ally customers on Twitter and other social media platforms. Within a short period, ING Direct was able to significantly increase savings deposits compared to the previous year, more than doubling their typical growth during that time frame, by attracting customers looking for a new banking ally.

1. Looking for a new ally?
A case study by ING DIRECT Canada

2. 11:03 am on February 19, 2013
RBC informs Ally customers via email that they can no longer
open accounts and as of April 30th, their accounts will be
closed.
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3. 11:51 am on February 19, 2013
ING DIRECT’s Social Media team starts responding to inbound
inquiries on Twitter.
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4. 12:25 pm on February 19, 2013
ING DIRECT’s Social Media team starts proactively engaging
with angry Ally customers via HootSuite.
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5. 1:05 pm on February 19, 2013
ING DIRECT’s Social Media team sends its first outbound
Tweet aimed at Ally customers.
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6. 4:48 pm on February 19, 2013
Financial expert Rob Carrick starts a discussion on Facebook.
ING DIRECT’s CEO Peter Aceto joins the conversation.
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7. A new ally? – Results
The resulting campaign only ran for 6 weeks in February and March.
Budget was relatively small and the campaign was tactical in nature:
• Savings deposits were up 169% YOY during the same six week time period
• This is more than double the YOY deposit increase seen in the same period from 2011
to 2012
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8. THANK YOU
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