Wing Cheung
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Transcript of Wing Cheung
![Page 1: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/1.jpg)
Digital StrategyArk Group – Community Engagement via Interactive Media
Power of network effect
the breakup
Introduction
thank you
1. Building the case
2. Set up your process
3. Monitoring
servicing
4. Building & managing
trust
![Page 2: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/2.jpg)
Social Media transparency & riskA brief on NAB’s approach
Wing CheungSenior Manager, Digital StrategyConsumer MarketingNational Australia Bank
![Page 3: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/3.jpg)
a little bit about our story
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Infusing social media & culture
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![Page 6: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/6.jpg)
1. Building the case
How does social media benefit our organisation?
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Power of network effect
Power of network effect
![Page 8: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/8.jpg)
Power of network effect
Power of network effect
Defining our strategy to create
value
Defining our strategy to create
value
• Don’t be afraid• Roadmap• Connect the teams• Measure success
• Don’t be afraid• Roadmap• Connect the teams• Measure success
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TRUTH in social media
![Page 10: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/10.jpg)
2. Set up your processes
• Define process• Teams• Governance• Education
![Page 11: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/11.jpg)
2. Set up your processes
• Define process• Teams• Governance• Education
![Page 12: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/12.jpg)
2. Set up your processes
• Define process• Teams• Governance• Education
![Page 13: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/13.jpg)
2. Set up your processes
• Define process• Teams• Governance• Education
![Page 14: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/14.jpg)
3. Monitoring
Significant increase in positive sentiment through both campaign & servicing
Significant increase in positive sentiment through both campaign & servicing
![Page 15: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/15.jpg)
3. Monitoring
negative
ignore respond take offline
Crisis management plan
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4. Building & managing trust
• What are we saying?• Identify influencers vs trolls• Seeding & responding
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servicing
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Oh…
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the breakup
![Page 20: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/20.jpg)
< Seeding >
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Results• Highest trended topic in twitter
• Reach over 1.5m users
• Over 250,000 You Tube views
• 66% increase in banking conversations on social media
• 78% of social media banking posts were about NAB
• Over 500 customers switched
• Now the #1 followed bank in Australia
• Average of over 20 per week
• Sentiment went from deep negative to positive
• and…
breakup
servicing
![Page 24: Wing Cheung](https://reader030.fdocuments.net/reader030/viewer/2022012403/540d0ae48d7f728d7e8b4748/html5/thumbnails/24.jpg)
thank you
Wing CheungSenior Manager, Digital StrategyConsumer MarketingNational Australia Bank
facebook.com/nabfacebook.com/nabstudentstwitter.com/nabyoutube.com/nab
nab.com.au