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Using social media to restore trust Thomas Heilskov, Head of Online Media & PR, Personal Banking, Danske Bank Social Media & Big Data, CBS 30.05.2013


The communication climate has changed....

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The communication climate has changed....

*Source: Edelman TrustBarometer

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We need to get closer to customers

CUSTOMER

Closing the gab through social media

BANK

Crowd sourcing

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Social media as conversation management

Pro-actively manage conversations Activate conversations making sure people talk about what you want them to talk about

Source: The conversation manager

Conversations

Re-actively manage conversations Observe & join all relevant online conversations

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Monitoring and response

• Drive Danske Banks reputation by participating in relevant online conversations. • Perform damage control through systematic monitoring • Support internal innovation by analyzing online conversations.

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Reach ing out to customer‌

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Reach ing out to customer‌

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Damage control

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When a facebook storm hits

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When a facebook storm hits………again!

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Number of user post over time 3000 2500 2000

Kundeprogram

1500 1000

New Standards

500 0

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8,500 user post in one week‌

2500 Posts+comments 2000

1500

1000

500

0

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Activate conversations...

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Danske Idea Bank – branding og crowd sourcing

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Danske Idea bank on Facebook

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Danske Idea bank on Facebook

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Text analytics - challenges 1) Quality of buzz monitoring and sentiment 2) Identifying key users – user history and profile 3) Acting on insights

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Thomas Heilskov (Danske Bank): Social Media and Data  

Presentation from Big Data & Language Technology Conference May 2013

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