Download - SMCC2011_Roland Kroes presentation
![Page 1: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/1.jpg)
Confronting the rumour mongers
Roland KroesMediarelations & Public AffairsSNS REAAL
10 May 2011
![Page 2: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/2.jpg)
What Social Media Crisis?
Nothing more criticalthan to try and keepyour audience on edgeafter lunch and withlovely spring weather outside
![Page 3: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/3.jpg)
Introduction SNS REAAL
• SNS REAAL is a Dutch bank-insurer with a focus on the retail and SME market in the Netherlands
• 4th largest financial institution in the Netherlands
• Gross income of € 128 billion (2010)
• Circa 7,100 employees (fte)
![Page 4: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/4.jpg)
SNS Retailbank
post-materia-listen10%
Nieuwe conservatieven
8%
![Page 5: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/5.jpg)
- 5 -
![Page 6: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/6.jpg)
WTF is er aan de hand met de SNS Bank?Iemand info?
![Page 7: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/7.jpg)
- 7 -
![Page 8: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/8.jpg)
- 8 -
![Page 9: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/9.jpg)
![Page 10: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/10.jpg)
- 10 -
A modest model forOnline Reputation Interventions1.Reputation 2. Issue at stake
3. Spread 4. Speed
![Page 11: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/11.jpg)
Daily monitoring & regular reputation managementORM ∞ Webcare ∞ ORM
– Customer issues are handled by webcare team
– (Online) Reputational issues are handled by or after consultation of Media Relations
![Page 12: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/12.jpg)
What about a MAJOR crisis:Continuity Management Team SNS Bank
• SNS Bank Continuity Management Team (CMT) is activated when high level crises occur
• CMT is chaired by CEO SNS (Retail) Bank and is composed of members from IT, Operations, Customer Relations and Corporate Communications
• Social Media is used in training sessions, not only as one of the means to react, but also as ‘input’ for the crisis training
![Page 13: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/13.jpg)
Example #1SNS Bank and PREMtime
![Page 14: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/14.jpg)
![Page 15: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/15.jpg)
![Page 16: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/16.jpg)
Time for raising the alarm level
• Higher level ofpreparednessSNS Bank
• Internal organisationbriefed via Intranet
• Customer service andSales departmentbriefed
• No proactive roleSNS Bank
![Page 17: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/17.jpg)
![Page 18: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/18.jpg)
![Page 19: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/19.jpg)
Example #2SNS Bank and TROS Radar
![Page 20: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/20.jpg)
In advance
![Page 21: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/21.jpg)
Colleagues are supportive …
![Page 22: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/22.jpg)
… and leave their comments afterwards
![Page 23: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/23.jpg)
SNS Bank tweets it’s key messages
![Page 24: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/24.jpg)
Webcare answers customer questions and remarks in co-operation with Media Relations
![Page 25: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/25.jpg)
Concluding remarks
• They are all new steps; for everyone
• Don’t be distracted by the Social Media community
• When you are distracted, try and learn from it
• Learn especially from customer and employee feedback
• Social Media deserves a reserved spot in Crisis plans
• Keep the media mix in mind, but don’t exaggerate the cross-over impact of Social Media
![Page 26: SMCC2011_Roland Kroes presentation](https://reader036.vdocument.in/reader036/viewer/2022081602/545917edb1af9f39378b5860/html5/thumbnails/26.jpg)
Want to stay in touch?