SOCIAL MEDIA LISTENING@ BELFIUSBruno 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

Conclusion

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

Agenda

07/10/20134

Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

Early days : “Dexia”

Early days : “Dexia Bank Belgium”

Currently : “Belfius”

Social Media @ Belfius

07/10/20135

07/10/20136The 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

Conclusion

Set up social listeningProcess view

07/10/201310

Fix objec-tives

Choose tool(s)

Set up organi-sation

Set up tool(s)

Monitor using tool(s)

React Report

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

Fix objectivesDexia

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

Choose tool(s)

07/10/201313

Have a look around you

Lot’s of tools availableFree

Cheap

Expensive

Very expensive

…

What are your evaluation criteria

What is your budget

Choose tool(s)Dexia

Fall 2010

Tool chosenSM2 – Alterian (now SDL)

Belfius

Spring 2012

Tool chosenEngagor

07/10/201314

Set up organisation

07/10/201315

Each tool will have its impact on your organisationAdministrator

Users : first line, second line, …

Set up organisation

07/10/201316

Social Media Team

Customer Care Electronic Banking

Set up organisation

07/10/201317

First lineSocial Media Team in the Communication Department

Second lineCustomer Care : no dedicated webcare team

Electronic Care : existing team within Customer Care

Escalation procedures for specific issuesMedia relations

Financial Communication

ICT Security

…

Examples

07/10/201318

Examples

07/10/201319

Set up organisation

07/10/201320

Training and coachingSocial Media Team : by Lien from Engagor

Customer Care collaborators : by Social Media Team

Set up tool(s)

07/10/201321

Define user(s) in the tool

Define user roles in the toolAdmin

Read/write

Read

Define search arguments

Link your accounts : Facebook, Twitter, Linkedin, …

Password management

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

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

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

BelfiusDaily : report for Press team

Weekly : redaction meetings

Biweekly : management report

Monthly : activity report for Customer Care

Quarterly : business review – high level overview

Ad hocCrisis

Specific topics : campaigns, events, …

Feedbacktool

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

Social listeningProcess view

07/10/201331

Fix objec-tives

Choose tool(s)

Set up organi-sation

Set up tool(s)

Monitor using tool(s)

React Report

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

Feedback from social listening used in publishing processes

Publishing processes and social listening

07/10/201333

Monitor using tool(s)

React ReportStrategy Topics Posts

Agenda

07/10/201334

Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

We listen @ Belfius

Several stakeholders involved

Tooling is important

Volume of webcare mentions rather limited

Feedback mechanisms are in place

Conclusion

07/10/201335

QUESTIONS ?

Bruno PeetersBelfius Bankbruno.peeters@belfius.be

www.facebook.com/Belfiustwitter.com/Belfiusyoutube.com/BelfiusBewww.linkedin.com/company/belfius