Social Media & Debt Management
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Transcript of Social Media & Debt Management
S o c i a l M e d i a & D e b t M a n a g e m e n tA BrainFood Product © BridgeHouseConsulting Ltd 2010 more info at www.brainfoodextra.com
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S o c i a l M e d i a & D e b t M a n a g e m e n tA BrainFood Product © BridgeHouseConsulting Ltd 2010 more info at www.brainfoodextra.com
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uk.linkedin.com/in/customermanagement
www.brainfoodextra.com
twitter.com/martinhw
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120 second versionof
how not to do it
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How Not To Do It
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Debt collectors from ANZ bank in Australia have been caught setting up fake Facebook profiles in order to connect with debtors and get their contact details
Described as a single guy who enjoyed footy, poker and running on the beach, Facebooker “Max Bourke” managed to get up to 80 friends before getting stopped
ANZ has confirmed that several members of its debt collection department in Melbourne are facing disciplinary action over the incident
.
Apparently, the incident was not a bank-sanctioned activity, but was carried out by an individual or group of individuals
If nothing else, this is a lesson to businesses about having a social media policy in place and practicing the highest levels of transparency when it comes to the use of social media profiles and content
S o c i a l M e d i a & D e b t M a n a g e m e n tA BrainFood Product © BridgeHouseConsulting Ltd 2010 more info at www.brainfoodextra.com
How Not To Do It
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Paula Newland fell behind on her payments in early January on her 2005 Chevy Impala
Debt collector shared that information on her MySpace page
Woman then filed a civil lawsuit against the collection agency accusing them of violating collections law by harassing her online, on the phone and in person.
She is asking for $25,000.00 in damages
The court found that because of the post to her MySpace page, she suffered
Damage to her business and community reputation
Extreme mental distress
Aggravation
Humiliation and embarrassment
S o c i a l M e d i a & D e b t M a n a g e m e n tA BrainFood Product © BridgeHouseConsulting Ltd 2010 more info at www.brainfoodextra.com
How Not To Do It
Debt collectors are using bait on Facebook to track down and keep track of debtors
The online construct “Jenny Anderson“ was the tool of professional skip tracers, to all 658 of her "friends"
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How Not To Do It
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Brand Building
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Understanding the new politics
between socially empowered
customers and brands
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Connectivity Causes A Shift In Power
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In How We Relate
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In How Well We Relate
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I Am A New Type Of Customer
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Snapshot Of The ‘Social’ World
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Broadcast v Listen
62%Felt that ‘companies are only
interested in selling products and services to me, not necessarily the product or service that is right for me’
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Transparency & Trust
7%Trusted companies to ‘always act in their best interest’
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Self Generated Fantasy
9%Trusted what the company says about itself
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Importance As Stakeholder
10%Thought companies took note
of what they said
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Trusted Advice
95%Used some form of internet
comparison siteformal and informal locationsfriends, families, professional reviewspeople they believe are similar to themselves
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Open To Dialogue
69%Believed there would be a positive impact from companies taking more time to find out about their needs and interests
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Open To Participation
82%Were interested in participating in product developmentBelieved it would make them more likely to tell others about the company
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Implications
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More clueson the changing scriptbetween customers &
brands
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How We Spend Our Time Online In UK
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Our Impact Is Now Very Public
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Imagine This
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As the Western economies continue their relative decline, many consumers never recover from the recession
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Imagine This
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Being in debt becomes a shared social experience
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Imagine This
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What was a private matter between customer and debt collector loses its stigma as everyone ‘admits the disease’
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Imagine This
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Debtors publically attack brand reputations via social Media to generate mass sympathy & avoid repayment
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Integrate This
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Social activism of this type in US courts already reported
Online ‘early warnings’ of debt collection tactics already reported in UK
Conclusion
Debt management is slowly being politicised and made public
Method will now matter as much as outcome for DM brands
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I also wrote a post
“Social Media & Debt Management”
to compliment this presentation
over at
www.brainfoodextra.com
THANX FOR
READING