BlogWell New York Social Media Case Study: TD Bank Group, presented by Wendy Arnott


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In her BlogWell New York presentation, TD Bank Group’s Vice President of Social Media & Digital Communications, Wendy Arnott, talks about how they are becoming a social business by engaging employees and connecting customers with experts.

She shares the lessons they learned during implementation, including the necessity of leadership support, creating internal partnerships, and focusing on the voice of the customer.

Watch the video of this presentation here:

Published in: Business, Technology
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BlogWell New York Social Media Case Study: TD Bank Group, presented by Wendy Arnott

  1. 1. SocialMedia.orgVideo Case StudiesWendy ArnottBecoming a Social Business: ConnectingTD Customers and EmployeesThis video is fromBlogWellSan FranciscoJune 20, StudiesThis presentation is fromBlogWellNew YorkApril 17,
  2. 2. Becoming a Social Business:Connecting TD Customers and EmployeesWendy Arnott,VP Social Media and Digital Communications,TD Bank Group1BlogWell New York
  3. 3. Can a bank be a social business?2
  4. 4. Getting started: Centralized structure3SocialMediaStrategyTeamCustomerServiceMarketingPublicRelationsHumanResourcesRiskManagementDistributionProductManagementOnlineChannel Hub and spokeorganization model Centralized NorthAmerican social mediateam accountable forstrategy and governance Business and functionalgroups partner inproviding expertise andexecuting key programs
  5. 5. 4Business objectives + focus areas + socialcapability = TD Social Business StrategyDeliver convenientcomfortable serviceProvide expertadviceBuild customerrelationships7/17 customer servicevia Twitter & moreTD Social Sales Representatives 1-1connectionsTD Facebook & LinkedIn SmallBusiness CommunitiesTD Helps Advice Community & TD ExpertOutreachAwareness PurchaseConsideration Earn LoyaltyConnectemployeesRecruit, Onboard, communicate, collaborate productively, recognition,access expertsBiz ObjectivesOperate withExcellenceGovernance, planning, operating procedures, reporting, insights, learningFocus Areas
  6. 6. Setting the Foundation of a Social Business:Connecting Employees and Customers5TD HelpsSocial CustomerService ProgramConnectionsLinkedInSmall Business AdvisorCommunity
  7. 7. Becoming a social business inside - new waysconnect, communicate and collaborate• 85,000 users CND &USA• Open dialogue• Adoption Progress:• 2 millionconnections made• 6,500 communities• Business Value• Build for the Future• Supports Transparency• Supports Unique andInclusive Employee Culture• Productivity• Employee Engagement
  8. 8. The Challenge SBAs often need advice whenstructuring deals but have a small poolof resources they can leverage. Area Managers are the first point ofcontact for SBAs but are not alwaysavailableInternal communities provide access toexpertsSBA’s ResponsibilitiesEnsuring SB clients are servicedwith financial solutions that bestmeet their needsThe Outcome: A Small Business Banking (SBB)Community was created When faced with a deal challenge, Adamposted his question in the Community. Experts from across the countryresponded with advice helping Adam tosuccessfully structure the deal and closethe sale.Access to experts: Through Connections, Adam has better access tomore experienced advisorsEfficiency gain: Adam is able to get timely and effective advice that helpshim meet his sales goalsEnhanced knowledge sharing: New SBAs like Adam can reach out to moreexperienced Advisors without working through inefficient layers of hierarchyMeet Adam a Community Small Business Advisor (SBA)
  9. 9. Social Customer Service is the new 1-800 number Social Customer Service teams in the US andCanada help customers via Twitter, Facebook,Blogs and Forums@TD_Canada@TDBank_US“@TD_Canada branch 307manager Victoria isfantastic- thx for helpingme get my $ just in timefor my trip! You guysreally are the best”“@TDBank_US Areyou guys open onweekends?”“@TDBank_US Greatupdates to the mobileapp! Real improvementsthat are actually useful.Way to go! :)”
  10. 10. Home OwnershipInvesting &RetirementSaving &Managing MoneyBorrowing &Managing Credit Customer ServiceFarhaneh Haque Stephanie Mahony Marko Vidovich Andrew OstosOnline community with access to TD expertsSince June, 2012 TD Helps Provided help and advice tothousands of people Engaged with customers andnon-customers from all acrossCanada Facilitated application leads tovarious TD products Integrated operation withinContact Centre
  11. 11. Lessons Learned: The Journey Continues- Sustained leadership engagement is critical to drive adoption ofsocial business – invest in communication to build understanding,education and inspiration- Social Media team’s organization model, skills and governancewill evolve with time and growth - center of excellence is critical tostart and incubate programs, but to scale into social business, thesocial team must embrace a move from ownership to enablement- Social business brings a partnership imperative, especially infinancial services -- risk, privacy, legal, compliance, HR,technology are key- The future’s not what it used to be – its far more exciting – askyourself (and everyone you can) – what is now possible? Howcan social transform the way my company does business!10
  12. 12. Thank you!QuestionsStay Connected!Wendy Arnott, TD Bank Group - VP Social Media and Digital Communicationso wendy.arnott@td.como @Wendy_Arnotto @TD_Canadao @TDBank_USo Facebook TD Money Lounge Canadao Facebook TD Money Lounge US
  13. 13. Learn more about past andupcoming video is fromBlogWellSan FranciscoJune 20, StudiesThis presentation is fromBlogWellNew YorkApril 17,