Dexia & social media Frank Van Assche, Head of Brand & Project Office, Communicatie Gent, 28/04/2011 Congres Social Media, Stichting Corporate Communicatie
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Quotes
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“Social media
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isn't (just) about the media,
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it's about - people - connecting and sharing - ideas, experiences - and [maybe] even your brand.”
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Social media [monitoring] helps you understand the gap between what your bank promises and your customers’ experience.
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Gartner hype cycle social media
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Agenda
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Wie
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zijn we?
Waar
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staan we op vlak van social media?
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Social
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media monitoring
Enkele
initiatieven
What’s
next?
Lessons
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learned (‘tips’)
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Wie zijn we?
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een
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holding
actief
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in meerdere landen; focus voor social media op 3 à 4 landen
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2
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¢
RCB: particulieren, zelfstandigen, KMO’s
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PWB: overheid (gemeenten, …), social profit (ziekenhuizen), grote bedrijven
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business lines
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bezig 1
met de implementatie van het transformatieplan
Europese en 4 lokale ondernemingsraden
35.000
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medewerkers in zeer diverse omgevingen
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Waar staan we op het vlak van social media … ?
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…. aan het begin.
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social
media Programme Manager en een part-time project team
social
media strategie
social
media framework
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we
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luisteren !
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Het framework waarin we functioneren.
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Others’ initiatives
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Our initiatives
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0
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1
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(Reputation) watch
Brand building
Monitor & Discover Filter: Corp., Country, Bus.Line Impact analysis
Initiate dialogues Engage with customers Employer Branding
Learn
Share Participate Co-create
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Webcare React & Interact … ‘carefully’
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
MarCom Initiatives Campaign related Viral Marketing
Internal Communications
Basics: Policy, Strategy, Governance, Quick wins…
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Social media monitoring
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tools
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gescreend
proof-of-concept
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met 3 tools
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één
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tool weerhouden
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dagelijkse
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opvolging
14-daagse
veel
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en adhoc rapporteringen
pers, veel herhaling, …
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Social media monitoring
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…. is leerrijk; soms iets minder ….
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#Fail van #Dexia!
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Reporting Social Media
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Global overview
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extract uit rapport
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neutral negative positive
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The majority of the messages has a neutral sentiment (almost 85%).
Negative messages have increased compared to previous month, mainly due to negative factual comments on Dexia 2010 annual results (from 6,39% to 11,31%) and partly due to an extended Twitter monitoring which captured more results (Twitter is often used for more negative commenting).
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Reporting Social Media
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Overview per content category - commercial
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extract uit rapport
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X posts categorised as related to Commercial topics (+17% compared to previous month)
We classified x posts as ‘Commercial Belgium’, which means an increase of 112% compared to last period. Reason for this is the higher amount of Twitter messages which are often linked to commercial remarks in Belgium. Just like previous period, there is a lot of buzz around Denizbank. Content and sentiment analysis is very difficult given the language barrier.
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Enkele initiatieven: Axion op Facebook
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Enkele initiatieven: Agence Jeunes (LU) op Facebook
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Enkele initiatieven
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Axion
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of Facebook
Agence
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Jeunes op Facebook
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samenwerking
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met klanten
¢
beleggerscommunity
¢
platform voor delen van ervaringen met Dexia Direct Mobile
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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What’s next?
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operationaliseren
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basics
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van de monitoring en de rapportering
in orde brengen
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sm
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policy laten valideren en introduceren
stappen
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rules
zetten op vlak van interne communicatie
of engagement laten valideren en webcare (al dan niet) starten
(verder)
leren … zonder (te veel ..) fouten te maken
Aanzetten
tot reflectie binnen de onderneming (voor intern & extern gebruik)
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Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
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Lessons learned (‘tips’)
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‘Bezin
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¢
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eer je begint’
‘waarom’? business doelstellingen en communicatie ondersteunen
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¢
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energie in investeren in lengte van dagen …
Luister
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Ken
de initiatieven die er al zijn
Capteer Geef
social media een plaats binnen de organisatie
Creëer Denk
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de ontluikende ideeën
draagvlak
aan
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wat je kan doen met/voor/t.a.v. klanten
¢
wat zinvolle initiatieven kunnen zijn op vlak van interne communicatie & samenwerking
Congres Social Media, Stichting Corporate Communicatie, 28/04/2011
Dexia & social media Frank Van Assche, Head of Brand & Project Office, Communicatie Gent, 28/04/2011 Congres Social Media, Stichting Corporate Communicatie
