(1) Belfius Bank set up social media listening to understand what is said about the bank on social media and interact with customers. (2) They chose the Engagor tool and set up an organization with a social media team, customer care, and escalation procedures. (3) Belfius monitors social media 7 days a week, reacts to mentions according to pre-defined rules, and reports insights daily to weekly including metrics on webcare mentions.
3. is an autonomous Belgian banking and insurance
group wholly owned by the Belgian federal state through
the Federal Holding and Investment Company.
is a relationship-based bank with roots in the local
community. Belfius has 796 branches.
is one of the three leading banks in Belgium with over
4 million customers.
is the preferred partner of Belgian local authorities with
10.000 customers.
has 7.113 active members of staff, excluding independent
networks of agents.
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10. Set up social listening
Process view
07/10/201310
Fix
objec-
tives
Choose
tool(s)
Set up
organi-
sation
Set up
tool(s)
Monitor
using
tool(s)
React Report
11. Fix objectives
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What do you want to know / accomplish
What do you want to do with the information
What is your budget
How to make the difference
12. Fix objectives
Dexia
When : Fall 2010
What did we want to know ?
What is said about Dexia on
social media
Worldwide : Belgium, France,
Luxembourg, Turkey, …
Multi-lingual, especially Turkish
What did we want to do with the
information ?
Listen
Belfius
When : Spring 2012
What do we want to know ?
What is said about Belfius on
social media
Primarily Belgium
Dutch, French, English
What do we want to do with the
information ?
Listen
Interact with customers
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13. Choose tool(s)
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Have a look around you
Lot’s of tools available
Free
Cheap
Expensive
Very expensive
…
What are your evaluation criteria
What is your budget
17. Set up organisation
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First line
Social Media Team in the Communication Department
Second line
Customer Care : no dedicated webcare team
Electronic Care : existing team within Customer Care
Escalation procedures for specific issues
Media relations
Financial Communication
ICT Security
…
21. Set up tool(s)
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Define user(s) in the tool
Define user roles in the tool
Admin
Read/write
Read
Define search arguments
Link your accounts : Facebook, Twitter, Linkedin, …
Password management
23. React
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Define rules on when and how to react on mentions
Sometimes it is better to not react!
Some mentions do not fit 100%
Standard answers
Approval process
29. Report
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Belfius
Daily : report for Press team
Weekly : redaction meetings
Biweekly : management report
Monthly : activity report for Customer Care
Quarterly : business review – high level overview
Ad hoc
Crisis
Specific topics : campaigns, events, …
Feedbacktool
30. Feedbacktool : a tool to collect suggestions to optimise
products, services, procedures, …mainly from the branch
offices
Social Media Team can also launch suggestions
Report
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32. Publishing processes and social listening
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Fix
objec-
tives
Choose
tool(s)
Set up
organi-
sation
Set up
tool(s)
Monitor
using
tool(s)
React Report
Social listening
Strategy Topics Posts
Publishing
33. Feedback from social listening used in publishing processes
Publishing processes and social listening
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Monitor
using
tool(s)
React ReportStrategy Topics Posts
35. We listen @ Belfius
Several stakeholders involved
Tooling is important
Volume of webcare mentions rather limited
Feedback mechanisms are in place
Conclusion
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