deborah copeland & amanda brown - social media '09 (a mashup* event)
DESCRIPTION
Deborah Copeland & Amanda BrownFirst Direct & customer commentsSocial Media '09a mashup* eventmashupevent.comTRANSCRIPT
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04/10/23 Created by Becca Hirst
The story of ‘Live’
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04/10/23 Created by Becca Hirst
Add logos of awards for customer service
An award winning bank
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04/10/23 Created by Becca Hirst
Whose customers evangelise and recommend
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04/10/23 Created by Becca Hirst
Whose customers are more likely to be tech savvy and use social media
Info from research
All GB adults First direct customers
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04/10/23 Created by Becca Hirst
During the current economic crisisnet trust in banks has decreased by 69%.
Source: The Futures Company, 2009
In a difficult environment
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04/10/23 Created by Becca Hirst
Get people to think differently about first direct
Find a new and intelligent way to execute brand endorsement
Give customers a voice
Be brave and honest
Be positioned as; contemporary, fresh (in attitude and approach), doing things differently
Our challenge
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04/10/23 Created by Becca Hirst
“A firm can’t be all things to all people, but must be true to the brand promise… Paramount is to be transparent, show the good and the bad…
A sure sign of strength.”
Financial Firms Today Compete In A World Of Challenger Brands. By Carl Anderson, CEO, Doremus.
This quote inspired us
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04/10/23 Created by Becca Hirst
So we tested the water…
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04/10/23 Created by Becca Hirst
…and compared against our competitors
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04/10/23 Created by Becca Hirst
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04/10/23 Created by Becca Hirst
and developed our customer journey:
Provok
Provoke
Engage
Act
Share
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04/10/23 Created by Becca Hirst
And from here ‘Live’ was born
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04/10/23 Created by Becca Hirst
Provoke
Provok
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04/10/23 Created by Becca Hirst
Provoke
http://www.youtube.com/user/Firstdirectuk
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04/10/23 Created by Becca Hirst
Engage
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04/10/23 Created by Becca Hirst
Act
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04/10/23 Created by Becca Hirst
firstdirect.com/live – 25,000 unique visits since launch
2500 comments posted to Talking Point
Brand consideration at 12 month high at 12%
Now leading the category for ‘being different’
Over 200 Tweets
Act
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04/10/23 Created by Becca Hirst
Share
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04/10/23 Created by Becca Hirst
Share
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04/10/23 Created by Becca Hirst
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04/10/23 Created by Becca Hirst
Share
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04/10/23 Created by Becca Hirst
And next ?
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04/10/23 Created by Becca Hirst
We’ll continue to listen
And we’ll look at where we can make improvements to the service and offerings we provide
We’ll start to join in and respond
We’ll continue to learn and adapt
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04/10/23 Created by Becca Hirst
Questions?
www.newsroom.firstdirect.comtwitter.com/first_direct
twitter.com/deborahcopeland