RBS Insurance social media case study. Social media agency FreshNetworks shows how RBS was able to use social media to engage with a niche customer base.

1. Royal Bank of Scotland
Niche online community
building

2. We helped RBS brand Devitt, a specialist motorcycle
insurance broker, use social media to engage with their
niche customer base – motorcyclists and bikers.

3. As well as increasing interaction with their brand, Devitt
also wanted to gather data about new and existing
customers (eg, insurance renewal dates) to improve CRM.

4. So we built, seeded and grew an online community called
“Keep Britain Biking” to address Devitt‟s key strategic needs.

5. The community contains blogs, forums and video content to
encourage discussions about urban biking. The site is also
integrated with Twitter to spread word about the
community.

6. The community contains unique content called „Biking
Intel‟ – information for bikers provided by bikers– which
includes info about parking spots, biking routes and bike
shops.

7. Biking Intel can be accessed on the go by bikers via the
bespoke Keep Britain Biking mobile app that we‟ve
developed for Devitt.

8. As a result, the Keep Britain Biking community has enabled
Devitt to raise brand awareness with motorcycle enthusiasts
in a non transactional way.

9. Devitt has also significantly increased CRM data for both
customers and prospects through sign ups to the Keep
Britain Biking community.

10. Further more, those people who are aware of
Keep Britain Biking are 31% more likely to take out
insurance with Devitt.

11. Keep Britain Biking has now become a key part of Devitt‟s
engagement strategy.
FreshNetworks worked with, us step by step, to help define
exactly what we wanted to achieve through an online
community. They helped with functionality, site build, and then,
more importantly, they brought the community to life in a way
that addressed our key business goals.
We are now confident that keepbritainbiking.com will form a
long- term part of our strategy and will play a significant part in
contributing towards business objectives..
Marketing Manager, RBS Insurance (Devitt)

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