Vlerick conversation management platform belfius

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SOCIAL MEDIA LISTENING @ BELFIUS Bruno Peeters, Belfius Bank 07/10/2013

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Vlerick Conversation management platform - Social Media Listening @ Belfius

Transcript of Vlerick conversation management platform belfius

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SOCIAL MEDIA LISTENING@ BELFIUSBruno Peeters, Belfius Bank

07/10/2013

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Agenda

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Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

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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.

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Agenda

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Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

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Early days : “Dexia”

Early days : “Dexia Bank Belgium”

Currently : “Belfius”

Social Media @ Belfius

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07/10/20136The early days

“Dexia”

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The early days “Dexia Bank

Belgium”

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07/10/20138 “Belfius”

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Agenda

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Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

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Set up social listeningProcess view

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Fix objec-tives

Choose tool(s)

Set up organi-sation

Set up tool(s)

Monitor using tool(s)

React Report

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Fix objectives

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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

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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

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Choose tool(s)

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Have a look around you

Lot’s of tools availableFree

Cheap

Expensive

Very expensive

What are your evaluation criteria

What is your budget

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Choose tool(s)Dexia

Fall 2010

Tool chosenSM2 – Alterian (now SDL)

Belfius

Spring 2012

Tool chosenEngagor

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Set up organisation

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Each tool will have its impact on your organisationAdministrator

Users : first line, second line, …

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Set up organisation

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Social Media Team

Customer Care Electronic Banking

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Set up organisation

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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

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Examples

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Examples

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Set up organisation

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Training and coachingSocial Media Team : by Lien from Engagor

Customer Care collaborators : by Social Media Team

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Set up tool(s)

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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

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Monitor using tool(s)

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Opening hours 7/7 or rather only working days

24/24 or rather 8:00 – 17:00

Who

Adapt search arguments and monitored accounts

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React

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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

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Report

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Content

Ad hoc / standard

Frequency

Destination

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Webcare mentions by month

Reports

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Webcare mentions by month

Reports

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Webcare mentions by month

Reports

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Webcare mentions by month

Reports

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Report

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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

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Feedbacktool : a tool to collect suggestions to optimise products, services, procedures, …mainly from the branch offices

Social Media Team can also launch suggestions

Report

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Social listeningProcess view

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Fix objec-tives

Choose tool(s)

Set up organi-sation

Set up tool(s)

Monitor using tool(s)

React Report

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Publishing processes and social listening

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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

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Feedback from social listening used in publishing processes

Publishing processes and social listening

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Monitor using tool(s)

React ReportStrategy Topics Posts

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Agenda

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Who and what is Belfius?

Social Media @ Belfius

Set up social listening

Choices made @ Belfius

Conclusion

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We listen @ Belfius

Several stakeholders involved

Tooling is important

Volume of webcare mentions rather limited

Feedback mechanisms are in place

Conclusion

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QUESTIONS ?

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Bruno PeetersBelfius [email protected]

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