1. Project: SEB Student`s Bank Social Media Strategy
Category: DIGITAL COMMUNICATION
Summary
A wise man has said: “The ones who change shall survive!” It refers to practically
anything, to the Internet as well.
In May 2010 SEB Student’s Bank started activation of social media on the largest
social media network of Latvia - draugiem.lv. The target was to finish up with SEB
Student’s Bank Internet site www.studentabanka.lv and transfer its content to the
platform of draugiem.lv, thus forming long-term communication with the youth
audience of draugiem.lv; it was intended to create the content on the basis of SEB
sponsored activities, not promoting a separate media budget.
With a small presentation campaign in the first week of activity, nearly 2000
supporters joined the profile of SEB Student’s Bank; it was a serious step towards the
implementation of social media strategy.
In October we started more broader initiative in the profile of SEB Student’s Bank –
the campaign Riga’s Smartest Teacher 2010; its purpose was to establish the most
popular teacher of the Latvian capital city. The campaign resulted in more than 8000
new profile users of SEB Student’s Bank.
At the end of 2010 more than 12 000 users of draugiem.lv had visited the profile of
SEB Student’s Bank. In November SEB Student’s Bank ranked Nr.3 in the top
corporate profiles.
Situation
Instead of using social media for the increase in the number of expositions of SEB
Student’s Bank homepage www.studentabanka.lv or creation of marketing messages
only, the decision was to resettle to social media.

2. Objectives
SEB Student’s Bank integrated with the social media draugiem.lv, has the following
aims: to establish long-term communication with the youth audience of draugiem.lv; to
become a youth media which would be interesting enough to lend an ear to in order
to enhance loyalty to the SEB Student’s Bank brand and Bank services.
Strategy
Before engaging in social media, key guidelines were developed to get an
understanding of the new environment.
Partially SEB Student’s Bank strategy was based on a research, displaying the
motivation of the target audience (youth between ages of 16 and 24) to follow a
certain brand in the social media. The research testified that our target audience
wants to get discounts and participate in promotional campaigns, to have
entertainment and fun, as well as receive information about the company activities.
Another key guideline for SEB Student’s Bank strategy was to create the content. The
content was mainly based on the bank sponsored activities and implementation of
projects.
The third item was to establish a client service centre in the environment
of draugiem.lv, where supporters of SEB Student’s Bank might get advice and settle
Bank-related issues.
Execution
In May 2010, on establishing the profile of SEB Student’s Bank, the first presentation
campaign with the souvenirs of a popular TV show at that time – puffs of O! Kartes
Akadēmija - was launched.
Several photo and idea contests were organised to maintain the interest of SEB
Student’s Bank supporters. To give pleasure to supporters, the most active and loyal
ones received SEB Student’s Bank sunglasses and other souvenirs.
In October SEB Student’s Bank launched its major and most successful
Project Riga’s Smartest Teacher 2010; the purpose of event was to establish the
most popular teacher of the Latvian capital city. The campaign resulted in more than
8000 new profile users of SEB Student’s Bank.

3. Maintaining long-term interest in a brand in social media requires immense work -
diverse large amount content shall be developed regularly. To attract attention to a
brand in social media, time must be devoted every day.
SEB Student’s Bank social media strategy is still being supplemented and adapted to
the needs of target audience. New and new solutions and methods are searched to
improve SEB Student’s Bank profile at draugiem.lv.
Documented Results
With the media budget of LVL 0.00 more than 11 000 supporters or homepage fans
within a nearly eight- month period! The Project Riga’s Smartest Teacher has gained
wide publicity and responsiveness, attracting more than 8000 new profile users.
With the accomplishment of the Project Riga’s Smartest Teacher 2011 the interest
about SEB Student’s Bank is still expanding – by the end of 2010, 11 165 users had
joined the profile.
At the end of 2010 SEB Student’s Bank was the third most popular brand at the social
network draugiem.lv. In everyday life users actively participate in polls, photo and
idea contests, use SEB Student’s Bank discount coupons, as well as communicate
within the social network site SEB Student’s Bank at draugiem.lv about the issues of
Bank services.
Name of the link URL
SEB Student`s Bank www.draugiem.lv/studentabanka