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 [email protected]
www.facebook.com/Belfiustwitter.com/Belfiusyoutube.com/BelfiusBewww.linkedin.com/company/belfius
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