Roma, 09/11/2016 IL CLIENTE AL CENTRO DI UN NUOVO MODELLO DI INGAGGIO
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The document discusses strategies for managing customer communities and engagement on social media platforms. It provides an overview of BNL Bank's social media presence and initiatives, including its social customer care service. BNL aims to use social media to build long-term conversations to support product promotion, identify advocate customers, and improve loyalty. Metrics show BNL has increased the number of social media cases handled compared to the previous year. The bank seeks to integrate social media further into its marketing and customer retention efforts.
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Roma, 09/11/2016 IL CLIENTE AL CENTRO DI UN NUOVO MODELLO DI INGAGGIO
- 1. Roma, 09/11/2016 IL CLIENTE AL CENTRO DI UN NUOVO MODELLO DI INGAGGIO SOCIAL BANKING FORUM 2016
- 3. Source: Epic Content Marketing Una persona riceve in media 5000 messaggi al giorno
- 4. Photo unsplash.com People read what interest them. Sometimes it’s an ad. Howard Gossage, 1950s
- 5. L’attezione media è diminuita a 8 secondi Source: Epic Content Marketing
- 6. L’attenzione media del pesce rosso è di 9 secondi Source: Epic Content Marketing
- 7. Una strategia PEO integrata
- 8. | 00/00/0000 |Titolo della presentazione 8 Come gestire una community in questo "new normal scenario" CONTENT STRATEGY SEEDING CAMPAIGN COMMUNITY BUILDING PERFORMANCE & LOYALTY
- 10. Fiducia
- 11. L’Ecosistema di BNL oggi ISTITUZIONALE MESTIERE IMPRESA LIFEBANKER JOB Cultura APP MOBILE APP MOBILE
- 12. Person to person, people to people, passion to passion
- 14. FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL Velocità Accuratezza Risolutività
- 15. FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL Velocità
- 16. FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL Accuratezza
- 17. FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
- 18. FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
- 19. Risolutività FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
- 20. IL NOSTRO MODELLO Contact History del Cliente Contact Center BNL 54.000 5.000 50.000 3.000 33.000 3.000
- 21. +110% di casi gestiti rispetto agli stessi mesi del 2015 OPERATIVITÀ GENNAIO-OTTOBRE 2016 Il canale preferito è FACEBOOK 6.000 5.000 100
- 22. FOCUS OTTOBRE 2016 Sentiment positivo 36% Sentiment neutro 48% Sentiment negativo 16% Sentiment positivo 36% Sentiment neutro 57% Sentiment negativo 7% Sentiment positivo 29% Sentiment neutro 57% Sentiment negativo 14%
- 23. Una strategia di fondo
- 24. BNL PEOPLE ROADMAP 24/11/2015 24 2012 2013 2016 • Channel Creation • Conversation and trust Creation • On-going Relationship fine tuning • Veicolazione di prodotti • Logica vetrina • Approccio orientato alle campagne di advertising • Monthly Business Meeting to train and lead • Marketing Plan oriented approach • Conversation Introduces selling proposition • Conversation as selling leverage • Social Advocy • Digital and Social MGM • Loyalty Social Contests • Promotions to each individual advocate • Echosystem fine tuning and Rebranding (Pages Merge) • Social Retention activities 54.340 fans Launch 11 July 13 julyDRP’s PM On Bording Conversation Channel Selling Conversation Channel Marketing Channel 12012 22013 32014 Promotion Channel 42015 Advocacy Channel 52016 2014 2015 • Channel dedicated offers • Branches oriented contents and caring • Service Messages • Marketing campaigns Social integration • Fan Acquisition Marketing campaigns • Social Customer Retention Activities • Marketing Social Activities • Social MGM • Social Contest Our Social Echosystem’s HUB 1° BNL Social MediaDay 2° BNL Social MediaDay Produce long-time conversation to support product selling, promotion and to identify Advocate Customer Communities. SOCIAL INTELLIGENCE
- 25. HELLOBANK ITALIA ROADMAP 2013 2016 • Channel Creation • Conversation and trust Creation • On-going Relationship fine tuning • Social Advocy • Digital and Social MGM • Loyalty Social Contests • Promotions to each individual advocate • Echosystem fine tuning and Rebranding (Pages Merge) • Social Retention activities 50.143 fans Launch 23 Gen 13 july Conversation Channel Caring Channel Marketing Channel 12013 22014 32016 2014 2015 • Service Messages • Marketing campaigns Social integration • Fan Acquisition Marketing campaigns • Social Customer Retention Activities • Marketing Social Activities • Social MGM • Social Contest Our Social Echosystem’s HUB 1° BNL Social MediaDay 2° BNL Social MediaDay Produce long-time conversation to support product selling, promotion and to identify Advocate Customer Communities. SOCIAL INTELLIGENCE
- 26. SOCIAL INTELLIGENCE DI GRUPPO
- 27. BNL SOCIAL INTELLIGENCE ROI MODEL
- 29. GRAZIE! BNL Banca Nazionale del Lavoro SpA Via V. Veneto, 119 - 00187 Roma Tel. +39 06 47021 Bnl.it