SOCIAL MEDIA LISTENING
@ BELFIUS
Bruno Peeters, Belfius Bank
07/10/2013
Agenda
07/10/20132
Who and what is Belfius?
Social Media @ Belfius
Set up social listening
Choices made @ Belfius
Conclusi...
is an autonomous Belgian banking and insurance
group wholly owned by the Belgian federal state through
the Federal Holding...
Agenda
07/10/20134
Who and what is Belfius?
Social Media @ Belfius
Set up social listening
Choices made @ Belfius
Conclusi...
Early days : “Dexia”
Early days : “Dexia Bank Belgium”
Currently : “Belfius”
Social Media @ Belfius
07/10/20135
07/10/20136
The early days
“Dexia”
07/10/20137
The early days
“Dexia Bank Belgium”
07/10/20138 “Belfius”
Agenda
07/10/20139
Who and what is Belfius?
Social Media @ Belfius
Set up social listening
Choices made @ Belfius
Conclusi...
Set up social listening
Process view
07/10/201310
Fix
objec-
tives
Choose
tool(s)
Set up
organi-
sation
Set up
tool(s)
Mon...
Fix objectives
07/10/201311
What do you want to know / accomplish
What do you want to do with the information
What is your...
Fix objectives
Dexia
When : Fall 2010
What did we want to know ?
What is said about Dexia on
social media
Worldwide : Belg...
Choose tool(s)
07/10/201313
Have a look around you
Lot’s of tools available
Free
Cheap
Expensive
Very expensive
…
What are...
Choose tool(s)
Dexia
Fall 2010
Tool chosen
SM2 – Alterian (now SDL)
Belfius
Spring 2012
Tool chosen
Engagor
07/10/201314
Set up organisation
07/10/201315
Each tool will have its impact on your organisation
Administrator
Users : first line, sec...
Set up organisation
07/10/201316
Social Media Team
Customer Care Electronic Banking
Set up organisation
07/10/201317
First line
Social Media Team in the Communication Department
Second line
Customer Care : ...
Examples
07/10/201318
Examples
07/10/201319
Set up organisation
07/10/201320
Training and coaching
Social Media Team : by Lien from Engagor
Customer Care collaborator...
Set up tool(s)
07/10/201321
Define user(s) in the tool
Define user roles in the tool
Admin
Read/write
Read
Define search a...
Monitor using tool(s)
07/10/201322
Opening hours
7/7 or rather only working days
24/24 or rather 8:00 – 17:00
Who
Adapt se...
React
07/10/201323
Define rules on when and how to react on mentions
Sometimes it is better to not react!
Some mentions do...
Report
07/10/201324
Content
Ad hoc / standard
Frequency
Destination
Webcare mentions by month
Reports
07/10/201325
Webcare mentions by month
Reports
07/10/201326
Webcare mentions by month
Reports
07/10/201327
Webcare mentions by month
Reports
07/10/201328
Report
07/10/201329
Belfius
Daily : report for Press team
Weekly : redaction meetings
Biweekly : management report
Monthly...
Feedbacktool : a tool to collect suggestions to optimise
products, services, procedures, …mainly from the branch
offices
S...
Social listening
Process view
07/10/201331
Fix
objec-
tives
Choose
tool(s)
Set up
organi-
sation
Set up
tool(s)
Monitor
us...
Publishing processes and social listening
07/10/201332
Fix
objec-
tives
Choose
tool(s)
Set up
organi-
sation
Set up
tool(s...
Feedback from social listening used in publishing processes
Publishing processes and social listening
07/10/201333
Monitor...
Agenda
07/10/201334
Who and what is Belfius?
Social Media @ Belfius
Set up social listening
Choices made @ Belfius
Conclus...
We listen @ Belfius
Several stakeholders involved
Tooling is important
Volume of webcare mentions rather limited
Feedback ...
QUESTIONS ?
Bruno Peeters
Belfius Bank
bruno.peeters@belfius.be
www.facebook.com/Belfius
twitter.com/Belfius
youtube.com/BelfiusBe
www...
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Vlerick conversation management platform belfius

  1. 1. SOCIAL MEDIA LISTENING @ BELFIUS Bruno Peeters, Belfius Bank 07/10/2013
  2. 2. Agenda 07/10/20132 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
  3. 3. is an autonomous Belgian banking and insurance group wholly owned by the Belgian federal state through the Federal Holding and Investment Company. is a relationship-based bank with roots in the local community. Belfius has 796 branches. is one of the three leading banks in Belgium with over 4 million customers. is the preferred partner of Belgian local authorities with 10.000 customers. has 7.113 active members of staff, excluding independent networks of agents. 07/10/20133
  4. 4. Agenda 07/10/20134 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
  5. 5. Early days : “Dexia” Early days : “Dexia Bank Belgium” Currently : “Belfius” Social Media @ Belfius 07/10/20135
  6. 6. 07/10/20136 The early days “Dexia”
  7. 7. 07/10/20137 The early days “Dexia Bank Belgium”
  8. 8. 07/10/20138 “Belfius”
  9. 9. Agenda 07/10/20139 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
  10. 10. Set up social listening Process view 07/10/201310 Fix objec- tives Choose tool(s) Set up organi- sation Set up tool(s) Monitor using tool(s) React Report
  11. 11. Fix objectives 07/10/201311 What do you want to know / accomplish What do you want to do with the information What is your budget How to make the difference
  12. 12. Fix objectives Dexia When : Fall 2010 What did we want to know ? What is said about Dexia on social media Worldwide : Belgium, France, Luxembourg, Turkey, … Multi-lingual, especially Turkish What did we want to do with the information ? Listen Belfius When : Spring 2012 What do we want to know ? What is said about Belfius on social media Primarily Belgium Dutch, French, English What do we want to do with the information ? Listen Interact with customers 07/10/201312
  13. 13. Choose tool(s) 07/10/201313 Have a look around you Lot’s of tools available Free Cheap Expensive Very expensive … What are your evaluation criteria What is your budget
  14. 14. Choose tool(s) Dexia Fall 2010 Tool chosen SM2 – Alterian (now SDL) Belfius Spring 2012 Tool chosen Engagor 07/10/201314
  15. 15. Set up organisation 07/10/201315 Each tool will have its impact on your organisation Administrator Users : first line, second line, …
  16. 16. Set up organisation 07/10/201316 Social Media Team Customer Care Electronic Banking
  17. 17. Set up organisation 07/10/201317 First line Social Media Team in the Communication Department Second line Customer Care : no dedicated webcare team Electronic Care : existing team within Customer Care Escalation procedures for specific issues Media relations Financial Communication ICT Security …
  18. 18. Examples 07/10/201318
  19. 19. Examples 07/10/201319
  20. 20. Set up organisation 07/10/201320 Training and coaching Social Media Team : by Lien from Engagor Customer Care collaborators : by Social Media Team
  21. 21. Set up tool(s) 07/10/201321 Define user(s) in the tool Define user roles in the tool Admin Read/write Read Define search arguments Link your accounts : Facebook, Twitter, Linkedin, … Password management
  22. 22. Monitor using tool(s) 07/10/201322 Opening hours 7/7 or rather only working days 24/24 or rather 8:00 – 17:00 Who Adapt search arguments and monitored accounts
  23. 23. React 07/10/201323 Define rules on when and how to react on mentions Sometimes it is better to not react! Some mentions do not fit 100% Standard answers Approval process
  24. 24. Report 07/10/201324 Content Ad hoc / standard Frequency Destination
  25. 25. Webcare mentions by month Reports 07/10/201325
  26. 26. Webcare mentions by month Reports 07/10/201326
  27. 27. Webcare mentions by month Reports 07/10/201327
  28. 28. Webcare mentions by month Reports 07/10/201328
  29. 29. Report 07/10/201329 Belfius Daily : report for Press team Weekly : redaction meetings Biweekly : management report Monthly : activity report for Customer Care Quarterly : business review – high level overview Ad hoc Crisis Specific topics : campaigns, events, … Feedbacktool
  30. 30. Feedbacktool : a tool to collect suggestions to optimise products, services, procedures, …mainly from the branch offices Social Media Team can also launch suggestions Report 07/10/201330
  31. 31. Social listening Process view 07/10/201331 Fix objec- tives Choose tool(s) Set up organi- sation Set up tool(s) Monitor using tool(s) React Report
  32. 32. Publishing processes and social listening 07/10/201332 Fix objec- tives Choose tool(s) Set up organi- sation Set up tool(s) Monitor using tool(s) React Report Social listening Strategy Topics Posts Publishing
  33. 33. Feedback from social listening used in publishing processes Publishing processes and social listening 07/10/201333 Monitor using tool(s) React ReportStrategy Topics Posts
  34. 34. Agenda 07/10/201334 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
  35. 35. We listen @ Belfius Several stakeholders involved Tooling is important Volume of webcare mentions rather limited Feedback mechanisms are in place Conclusion 07/10/201335
  36. 36. QUESTIONS ?
  37. 37. Bruno Peeters Belfius Bank bruno.peeters@belfius.be www.facebook.com/Belfius twitter.com/Belfius youtube.com/BelfiusBe www.linkedin.com/company/belfius

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