Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)

04/10/23 Created by Becca Hirst

The story of ‘Live’


Add logos of awards for customer service

An award winning bank


Whose customers evangelise and recommend


Whose customers are more likely to be tech savvy and use social media

Info from research

All GB adults First direct customers


During the current economic crisisnet trust in banks has decreased by 69%.

Source: The Futures Company, 2009

In a difficult environment


Get people to think differently about first direct

Find a new and intelligent way to execute brand endorsement

Give customers a voice

Be brave and honest

Be positioned as; contemporary, fresh (in attitude and approach), doing things differently

Our challenge


“A firm can’t be all things to all people, but must be true to the brand promise… Paramount is to be transparent, show the good and the bad…

A sure sign of strength.”

Financial Firms Today Compete In A World Of Challenger Brands. By Carl Anderson, CEO, Doremus.

This quote inspired us


So we tested the water…


…and compared against our competitors


and developed our customer journey:

Provok

Provoke

Engage

Act

Share


And from here ‘Live’ was born


Provoke

Provok


Provoke

http://www.youtube.com/user/Firstdirectuk


Engage


Act


firstdirect.com/live – 25,000 unique visits since launch

2500 comments posted to Talking Point

Brand consideration at 12 month high at 12%

Now leading the category for ‘being different’

Over 200 Tweets

Act


Share


And next ?


We’ll continue to listen

And we’ll look at where we can make improvements to the service and offerings we provide

We’ll start to join in and respond

We’ll continue to learn and adapt


Questions?

www.newsroom.firstdirect.comtwitter.com/first_direct

twitter.com/deborahcopeland

Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)

Business

Transcript of Deborah Copeland & Amanda Brown - Social Media '09 (a mashup* event)