Confronting the rumour mongers

Roland KroesMediarelations & Public AffairsSNS REAAL

10 May 2011

What Social Media Crisis?

Nothing more criticalthan to try and keepyour audience on edgeafter lunch and withlovely spring weather outside

Introduction SNS REAAL

• SNS REAAL is a Dutch bank-insurer with a focus on the retail and SME market in the Netherlands

• 4th largest financial institution in the Netherlands

• Gross income of € 128 billion (2010)

• Circa 7,100 employees (fte)

SNS Retailbank

post-materia-listen10%

Nieuwe conservatieven

8%

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WTF is er aan de hand met de SNS Bank?Iemand info?

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A modest model forOnline Reputation Interventions1.Reputation 2. Issue at stake

3. Spread 4. Speed

Daily monitoring & regular reputation managementORM ∞ Webcare ∞ ORM

– Customer issues are handled by webcare team

– (Online) Reputational issues are handled by or after consultation of Media Relations

What about a MAJOR crisis:Continuity Management Team SNS Bank

• SNS Bank Continuity Management Team (CMT) is activated when high level crises occur

• CMT is chaired by CEO SNS (Retail) Bank and is composed of members from IT, Operations, Customer Relations and Corporate Communications

• Social Media is used in training sessions, not only as one of the means to react, but also as ‘input’ for the crisis training

Example #1SNS Bank and PREMtime

Time for raising the alarm level

• Higher level ofpreparednessSNS Bank

• Internal organisationbriefed via Intranet

• Customer service andSales departmentbriefed

• No proactive roleSNS Bank

Example #2SNS Bank and TROS Radar

In advance

Colleagues are supportive …

… and leave their comments afterwards

SNS Bank tweets it’s key messages

Webcare answers customer questions and remarks in co-operation with Media Relations

Concluding remarks

• They are all new steps; for everyone

• Don’t be distracted by the Social Media community

• When you are distracted, try and learn from it

• Learn especially from customer and employee feedback

• Social Media deserves a reserved spot in Crisis plans

• Keep the media mix in mind, but don’t exaggerate the cross-over impact of Social Media

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