The document discusses a case study about HSBC and its handling of communication around an ATM outage event. It includes tweets between HSBC's media relations manager and an innovation technician discussing the incident. There are also references to principles around a bank's duty to disclose information to customers. The key events highlighted are the initial tweets about the outage from customers, HSBC's response on social media, and metrics on the engagement and impact of its social media response.
6. The Tournier Principles
where the bank is compelled by law to disclose the information
if the bank has a public duty to disclose the information
if the bank‟s own interests require disclosure; and
where the customer has agreed to the
information being disclosed…
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http://www.financial-ombudsman.org.uk/publications/ombudsman-news/45/45_bankers_duty.htm
14. “HSBC says that it does not provide financial
services for companies primarily involved in the
manufacture or sale of arms, and that its policy
is one of the most stringent in banking.”
Mark Bridge, 08 October 2011
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47. 1st Tweet
from HSBC
ATMs
Outage Back
BBC News
Story
1st Tweet
to HSBC
IR Raised
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48. The top three most retweeted tweets on the topic
were all from @hsbc_uk_press even 6 hours after
the event.
Unique visits to the Social Media Newsroom - 861
Unique visits to the HSBC Outage article - 756
@hsbc_uk_press tweets retweeted by FT, Mail
Online, Guardian, Times
1341 new followers added to the @hsbc_uk_press
account in 3 hours
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