1. CONSUMER ENGAGEMENT
THROUGH SOCIAL MEDIA :
Quick lessons from GTBank
-
www.adeolakayode.com
me@adeolakayode.com

2. Ok, should I have said
client, consumer or
customer engagement?*
* Services are usually paid for by clients, customers are used for
those who pay for goods and consumers for those who use the
goods. They may not be the same person.

3. Whichever, there are seven
basic things you will never find
out from them (unless you
ask, of course!)

4. They won’t tell you They won’t offer advice on
2 who else likes to do
business with you
3 how best you can keep
them for life
1 They won’t tell you
what influences their
buying decisions They won’t talk to a
machine when they
5 are angry with you 6
(0700 - ANGER)
They won’t tell you
why they enjoy being
your customer
4 They won’t tell you
what else they wish
7 They won’t tell you
how best to reach
your business did them

5. But your customers are already
talking. Individuals are forming
digital communities and
conversations are going on
about anything – including
brands.
The power to invoke a buying
decision has not only moved
from businesses to consumers;
the customers have CHANGED.

6. Customers now look to their
peers to make a buying decision.
This has affected marketing
channels and methods and
business owners are getting
worried.
Simple ad campaigns and
increase in bottom-line are no
longer simple equations

7. Since people are actively
forming online communities in
social media, it has offered
businesses a new way to reach
their target audience - in a
personal way.
Social media has been the
greatest revelation since the
advent of the internet.

8. ‘Social Media Engagement is the
summation of all forms of marketing,
service, communications, branding,
and relationship management
between an organization and its
target audience through social
media platforms’*.
* Paraphrased

9. People and brands can now
engage social media

10. As of today, GTBank is the
leading brand in social media
engagement in Nigeria, and
that is my opinion. Any other
ideas?
They were recently recognized
as the most customer focused
bank in Nigeria (Corporate and
retail).*
*(KPMG, Banking Industry Customer Satisfaction Survey, June 2010)

11. With service as a key
proposition, they have
succeeded in building bridges
using a variety of means
including social media, in
reaching their target
audience.

12. They have…
GTBank Fan page on
GTBank Interactive website.
Facebook – 94,453 fans

13. They have…
GTBank
10 videos On twitter - 1,259
on followers

14. They are…
Only bank listed
One of the top Owners of one of the few
among the top 10
spenders in Print multimedia magazines in
visited Nigerian websites
Advertising Nigeria - GTBank E - zine
by Nigerians

15. The simplicity of social networks
makes it easy for anyone to join and
create a profile. However, a
successful social media engagement
depends on your strategy, devices
and tools employed.
Online brands are differentiated by
the value they offer. This will dictate
the strength of the brand in reaching
its target audience.

16. What are the critical points to note
when you are about to engage your
customers through you social media?

17. Get
Have a clear personal
communication
strategy Identify and
deliver value
Don’t think Push your
outside the box stuff out!

18. Don’t think
outside the box
There is
no box!

19. No use being a dinosaur in a
digital age, social media is no
more a distraction for your
business – others are already
riding on this digital wave.
Incorporating social media is no
more a fad, it is an imperative
for success in a digital age.

20. If your business is busy
looking for a way to BAN
social media, your
competitors are busy
BANKING on it.

21. When engaging social media,
you are neither going to control
the conversation nor generating
ideas for the usual shouting of
interruption advertising, listen,
then participate, no PARTICIPATE.
Social media engagement is a
dialogue, not a monologue.

22. Have a clear
communication
Strategy.

23. Going online isn’t about
having a website, and
going social media isn’t
about a Facebook fan
page.
It takes more than that.

24. The evolving demand for digital
marketing and social media
engagement requires clear
policies, guidelines and
experienced staff. Your
engagement may involve
employees in every aspect of
your business operations –
Human Resource, Customer
Service, Branding and
Marketing.

25. Profile your target audience
before allocating resources.
Don’t be so busy spending
money on ads if your
audience is busy in traffic or
with their phones.
Identify where they are and
engage.

26. Prepare for crisis
Those days people and organizations don’t care
what others think about their brand as long as
others they only tell a few people.
Not any more.
Those people now can air their views and millions
of others are waiting to listen and comment.

27. Unlike before, they can now
form an organized army
against your brand.
Having a crisis plan helps you
beat the unexpected
peradventure it happens.

28. Don’t commit social
media suicide by going
social without a crisis
plan…
ask Nestle!
Check out my
presentation on “How to
deal with online social
media attack on brands”.

29. Get
personal

30. No other platform allows you
reach your target audience in a
more personal, interactive and
dynamic way than social
media.
Determine the identity,
character, and personality of
your brand and match it to the
qualities of the individuals who
will represent it online.

31. Remember it is about
Giving a face and action to
your brand.
Determine the identity,
character, and personality of
your brand and match it to the
qualities of the individuals
who will represent it online.

32. This assignment for not any
junior staff. That person will be
responsible for responding to
all things that can affect brand
perception across multiple
scenarios…

33. Engage your customers in a
meaningful way; share, link,
communicate (take
customer service away
from bored officers and
auto responders). When
your expertise is sought,
demonstrate intelligence
and authority.

34. In dealing with brand attacks
and complaints, assess the
perspective of the comments,
complaints and commendation
and respond intelligently in
order to establish meaningful
connections.
When responding don’t ever
forget you are representing a
brand – Nescafe will never
forget that bitter lesson!

35. Ultimately don’t let your platforms
become inactive, become a true
participant. Move beyond
marketing and sales.
Give back, reciprocate, and
recognize notable contributions
from participants in your
communities.

36. Identify and
deliver value

37. Blend tech is a manufacturing
company producing high
quality blenders.
In engaging social media to
promote their business. they
decided to produce an in-
house video. To show the
strength of their blenders

38. The “Will It Blend” campaign
featured several videos
where the blenders worked
on everything from iPhone to
iPads – it worked!
With one of the videos
having 134.6 million views
on YouTube – minus
secondary viewers. It has
become a social media/viral
video success.

39. Give them something worthy
of value. GTBank went beyond
having a website to deliver
internet banking to its
subscribers.
eBanking services are
responsible for 84% of
GTBank’s website visitors

40. Don’t be consumed by
marketing possibilities, create
competition, give freebies, keep
adding value by becoming a
resource to your communities.

41. If you are bold enough, relinquish
ownership of the brand and give
customers the opportunity to own
the brand.
Nike - www.nikeplus.com,
Starbucks –
www.mystarbucksidea.com

42. Push your
stuff out!

43. Content - push your stuff out!
Go viral ( get others to tell your
story – give them something to talk
about)
Engage your customers
Video, adverts, photo mentions,
designs, competitions
… CONTENT IS KING

45. œIDENTIFY
œ PREPARE
œ ENGAGE
œ MONITOR
Coast on to web success!

46. every move counts

47. Credits:
I love photography and get kicks out of gathering
designs and pictures. But I must credit the right of
the owners.
- www.Fredcavazza.net
- www.1x.com
- GTBank: Website, Twitter, Facebook, YouTube
- GTBank Statistics – Alexa
- KPMG, Banking Industry Customer Satisfaction
Survey, June 2010
- Willitblend.com
- www.facebook.com