social media case study: rbs insurance (devitt)

Post on 18-Oct-2014

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RBS Insurance social media case study. Social media agency FreshNetworks shows how RBS was able to use social media to engage with a niche customer base.

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Royal Bank of Scotland

Niche online community

building

We helped RBS brand Devitt, a specialist motorcycle

insurance broker, use social media to engage with their

niche customer base – motorcyclists and bikers.

As well as increasing interaction with their brand, Devitt

also wanted to gather data about new and existing

customers (eg, insurance renewal dates) to improve CRM.

So we built, seeded and grew an online community called

“Keep Britain Biking” to address Devitt‟s key strategic needs.

The community contains blogs, forums and video content to

encourage discussions about urban biking. The site is also

integrated with Twitter to spread word about the

community.

The community contains unique content called „Biking

Intel‟ – information for bikers provided by bikers– which

includes info about parking spots, biking routes and bike

shops.

Biking Intel can be accessed on the go by bikers via the

bespoke Keep Britain Biking mobile app that we‟ve

developed for Devitt.

As a result, the Keep Britain Biking community has enabled

Devitt to raise brand awareness with motorcycle enthusiasts

in a non transactional way.

Devitt has also significantly increased CRM data for both

customers and prospects through sign ups to the Keep

Britain Biking community.

Further more, those people who are aware of

Keep Britain Biking are 31% more likely to take out

insurance with Devitt.

FreshNetworks worked with, us step by step, to help define

exactly what we wanted to achieve through an online

community. They helped with functionality, site build, and then,

more importantly, they brought the community to life in a way

that addressed our key business goals.

We are now confident that keepbritainbiking.com will form a

long- term part of our strategy and will play a significant part in

contributing towards business objectives..

Marketing Manager, RBS Insurance (Devitt)

Keep Britain Biking has now become a key part of Devitt‟s

engagement strategy.

© Copyright FreshNetworks 2010

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