iStrategy Conference 2011: Sandeep Baruah, Head of Online, NAB, 'Engaging With Your Customers on Social Media' - Keynote Session-Panel Discussion (Day Two)

1. Engaging With Your Customers On Social Media the new age of conversation Sandeep Baruah Head of Online, NAB

2. Learnings From Two Perspectives Leveraging Social Media For Brand/Competitive Positioning/Differentiation Customer Service on Social Media Channels

3. The Engagement Model Understand your community You don’t set the rules But if you understand them – you get to play the game Make the most of your community They create the most valuable asset you have – accountability

4. The “break up” “The tweet that sparked a (banking) revolution” including over 500 tweets in 3hrs

5. The “break up” To use Social Media as part of the marketing mix.. Leverage your community Let them feel a part of the initiative 2. Play to Social Media’s strengths - Make it digital – blogs, twitter, videos et al - Cross-pollination is critical

7. 78% of all banking social media posts were about NAB

8. Daily posts about NAB jumped 320%

9. Sentiment went from deep negative to neutralSource: 6dgree (http://6dgreenews.com/2011/02/the-tweet-that-sparked-a-banking-revolution)

10. The “break up” Engage with your community Build trust, then break the ice Your community wants to be engaged – don’t break the trust Social media is a marketers playground However, do it the right way – make sure it’s sustainable Stand for something good You need to be respectful, transparent and honest

11. Managing Customers – The Blueprint Acknowledge the problem Own the issue Empower Advocates Authenticity & Transparency Commit to doing the right thing Get Resolution Share relevant & timely Information

12. Thank you Sandeep Baruah NAB Digital http://au.linkedin.com/in/sandeepbaruah