Social Media Listening Process at Belfius Bank
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(1) Belfius Bank set up social media listening to understand what is said about the bank on social media and interact with customers. (2) They chose the Engagor tool and set up an organization with a social media team, customer care, and escalation procedures. (3) Belfius monitors social media 7 days a week, reacts to mentions according to pre-defined rules, and reports insights daily to weekly including metrics on webcare mentions.
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Social Media Listening Process at Belfius Bank
- 1. SOCIAL MEDIA LISTENING @ BELFIUS Bruno Peeters, Belfius Bank 07/10/2013
- 2. Agenda 07/10/20132 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
- 3. 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
- 4. Agenda 07/10/20134 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
- 5. Early days : “Dexia” Early days : “Dexia Bank Belgium” Currently : “Belfius” Social Media @ Belfius 07/10/20135
- 7. 07/10/20137 The early days “Dexia Bank Belgium”
- 9. Agenda 07/10/20139 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
- 10. Set up social listening Process view 07/10/201310 Fix objec- tives Choose tool(s) Set up organi- sation Set up tool(s) Monitor using tool(s) React Report
- 11. 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
- 12. Fix objectives Dexia 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
- 13. Choose tool(s) 07/10/201313 Have a look around you Lot’s of tools available Free Cheap Expensive Very expensive … What are your evaluation criteria What is your budget
- 14. Choose tool(s) Dexia Fall 2010 Tool chosen SM2 – Alterian (now SDL) Belfius Spring 2012 Tool chosen Engagor 07/10/201314
- 15. Set up organisation 07/10/201315 Each tool will have its impact on your organisation Administrator Users : first line, second line, …
- 16. Set up organisation 07/10/201316 Social Media Team Customer Care Electronic Banking
- 17. Set up organisation 07/10/201317 First line Social Media Team in the Communication Department Second line Customer Care : no dedicated webcare team Electronic Care : existing team within Customer Care Escalation procedures for specific issues Media relations Financial Communication ICT Security …
- 20. Set up organisation 07/10/201320 Training and coaching Social Media Team : by Lien from Engagor Customer Care collaborators : by Social Media Team
- 21. Set up tool(s) 07/10/201321 Define user(s) in the tool Define user roles in the tool Admin Read/write Read Define search arguments Link your accounts : Facebook, Twitter, Linkedin, … Password management
- 22. 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
- 23. 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
- 24. Report 07/10/201324 Content Ad hoc / standard Frequency Destination
- 25. Webcare mentions by month Reports 07/10/201325
- 26. Webcare mentions by month Reports 07/10/201326
- 27. Webcare mentions by month Reports 07/10/201327
- 28. Webcare mentions by month Reports 07/10/201328
- 29. Report 07/10/201329 Belfius Daily : report for Press team Weekly : redaction meetings Biweekly : management report Monthly : activity report for Customer Care Quarterly : business review – high level overview Ad hoc Crisis Specific topics : campaigns, events, … Feedbacktool
- 30. 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
- 31. Social listening Process view 07/10/201331 Fix objec- tives Choose tool(s) Set up organi- sation Set up tool(s) Monitor using tool(s) React Report
- 32. 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
- 33. Feedback from social listening used in publishing processes Publishing processes and social listening 07/10/201333 Monitor using tool(s) React ReportStrategy Topics Posts
- 34. Agenda 07/10/201334 Who and what is Belfius? Social Media @ Belfius Set up social listening Choices made @ Belfius Conclusion
- 35. We listen @ Belfius Several stakeholders involved Tooling is important Volume of webcare mentions rather limited Feedback mechanisms are in place Conclusion 07/10/201335
- 36. QUESTIONS ?