My presentation at Refresh SMC, the first-ever social media conference hosted by Humber Business at its Lakeshore Campus in Toronto on April 9, 2013. Topic: Creating Engagement Through Social Media.

1. Creating Engagement Through Social Media
by Jaime Stein, ING DIRECT

2. Tweeting?
@SuperStarSaver
@CEO_INGDIRECT
@jaimestein

3. CASE STUDY:
The Social CEO

6. CASE STUDY:
2013 RSP Campaign

7. Are You Suffering?

8. Official Response

9. The Result - Media

10. The Result - Blogs
“I have to hand it to
ING DIRECT and
their social media
department for how
they handled the
backlash.”
- YummyMummyClub.ca

11. CASE STUDY:
The Orange Scarf

15. FACTS & STATS: COUNTRIES:
365 Scarves Argentina
200+ Client Ambassadors Brazil
100+ Staff Ambassadors Canada
100+ Tumblr Photos Czech Republic
1,000+ mentions in social media England
Germany
Iceland
DESTINATIONS: India
Italy
2012 Summer Olympics Netherlands
100th Grey Cup Peru
The White House Singapore
CNN Headquarters Spain
Taj Mahal Sweden
Peak-2-Peak Gondola at Whistler Switzerland
USA

17. “I can’t say thank you enough. It
really means a lot that I’m part of
the exclusive ambassador
program! I will keep referring
more people to this wonderful
bank.”

18. Prominent Canadian personal finance blogger, Cait
Flanders (@blondeonabudget), posted about her
decision to choose ING DIRECT as her new primary
bank.

19. CASE STUDY:
A new ally?

20. 11:03 am
RBC informs Ally customers that they can no longer open
accounts and as of April 30th, their accounts will be closed.

21. 11:51 am
ING DIRECT’s social media team starts responding to inbound
inquiries on Twitter.

22. 12:25 pm
ING DIRECT’s social media team starts engaging with angry ally
customers via HootSuite.

23. 1:05 pm
ING DIRECT’s social media team sends its first outbound Tweet
aimed at Ally customers.

24. 4:48 pm
Financial expert Rob Carrick starts a discussion on Facebook.
ING DIRECT’s Peter Aceto joins the conversation.

25. CASE STUDY:
#GCTweetUp

26. TweetUp
n. A real world meeting between two or
more people who know each other through
the online Twitter service.

27. #GCTweetUp

28. Imagine winning Grey Cup tickets
in a Rock, Paper, Scissors
tournament.

29. Or how about winning V.I.P.
sideline passes to the halftime
show playing ‘heads’ or ‘tails’?

30. My favourite part of the TweetUp was…
•47% said meeting other fans
•11% said meeting the Commissioner
•9% said contests & prizes
•8% said meeting CFL players
•4% said seeing the Grey Cup

31. “I enjoyed putting faces
to the many people I
have been tweeting with
all season.”

32. “We have a tighter-knit
community than any other
professional major sport, and
having this event every year just
converts more casual fans into
hardcore fans.”

33. “I felt like royalty and
it was the best part of
Grey Cup for me.”

34. The CFL brings the conversation
into its house and makes sure
that the League is at the centre
of that conversation by creating
a community where fans can
interact.

36. 5 Takeaways
for creating social media engagement

37. K.I.S.S.
(Keep It Significant & Shareable)

38. Focus on people
over technology

39. COMMUNITY
= Online + Offline

40. How you handle the
bad situations will
be what matters
most

41. Your primary focus
should be on
building loyalty and
retention

42. Questions?
@jaimestein