how abn amro is using social media to strengthen relationships with customers (presentation social...

#SMWRdam

Using social media to strengthen relationships with customers.

“Customer, customer, customer…f*ck off. We all know that they don’t give a damn about their customers.”

Cross Business

Team

Retail Banking

Corporate Banking

Private Banking

R&E

Sponsoring

Corporate Communications

Innovation

Webcare

Agenda

Industry challenges

Social media approach 5 Ingredients to strengthen relationships

#Challenge 1: Reputation is under pressure.

Average social media activity

March 20th – april 3th

Challenge #2: Customer needs are changing.

Challenge #3: Branches are closing.

SOCIAL MEDIA APPROACH

Het versterken van relaties met doelgroepen.

Subgoals

BRAND & REPUTATION SERVICE SOCIAL

SELLING

Het versterken van relaties met doelgroepen.

Primary goal

STRENGTHEN RELATIONSHIPS WITH CUSTOMERS

SUBDOELEN

5 Ingredients

1. Content 2. Campaigns 3. Dialogue 4. Ambassadors 5. Relevance

SUBDOELEN

Content

Humanizing the brand

Always on

Articles & videos with answers to customer questions

Selling without selling

ACQUIRE

CONTACT

REACH Social media

Chat, call me back, etc.

SUBDOELEN

Campaigns

Huizenpromoter

#goedgeregeld (#welldone)

Breakfast in 2 minutes Clothes for one day

SUBDOELEN

Dialogue

Webcare champions

Surpassing customer expectations.

#solved

How long does it take to transfer money abroad?

Be where our customers are

SUBDOELEN

Ambassadors

Networks

Stay informed on key updates

Approach prospects

at the right moment and build trust

>> >>

Social media as a sales tool

Focus on the right people

and companies

SUBDOELEN

Relevance

Invest time

Maintain professional identity

Make useful contact

Search for opportunities

Stay in touch

Spend time

Socialize

Stay in touch

Be entertained

Kill time

Targeting

Optimisation

Het versterken van relaties met doelgroepen.

Subgoals

BRAND & REPUTATION SERVICE SOCIAL

SELLING

Het versterken van relaties met doelgroepen.

Primairy goal

STRENGTHEN RELATIONSHIPS WITH CUSTOMERS

Het versterken van relaties met doelgroepen.

Subgoals

BRAND & REPUTATION SERVICE SOCIAL

SELLING

> Image statements > # conversations > Sentiment > Share of voice > Engagement rate > Time on site

> NPS > # reactions > Sentiment > Response time > Response rate > Call reduction

> # moments of contact > # leads > # prospects > # downloads > CTR / traffic > Returning visitor rate

Return on relationships.