Building Continuous Social Media Engagement For Maybankard

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2www.facebook.com/Maybankard?fref=ts

Your Facebook fanpage currently

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Social Media in a Byte

Source: Mark Smiciklas, Digital Strategist, IntersectionConsulting.com

Social Media platforms / channels are like the buns of your burger.

It holds and needs what’s in the centre to make it whole.

What is Maybank Social Media to Customers

Direct interaction to Customers Customers should be able to interact directly with MBB via Facebook or Twitter for instantaneous response

Questions about MBB Products, our latest promotions or even our branch location/number all via SM

Mitigation of complaints, unhappy customers and reporting of staffs should be transparent and handle with proper care

Bridging the gap• A point of contact for Customers•To direct request/request to correct department•Reassurance to Customers that their case/etc being handled•MBB can have some understanding of their customers base on FB, Twitter handle

CRM & CEM• Gathering of quality database is important to improve customer experiences • Providing Merchants with a complete customer behavioral orientation•Providing Customers of Merchant’s promotions to suit individual’s needs

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Keep real-time updates flowing – so other can see

Be honest and straightforward with details (as agreed by client)

What the fans and followers want to feel:– I'm heard, my opinion matters, someone will

do something

Typical Turnaround time: As soon as you get update from Client / management

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Provide Resolution.

This messaging should flow through all social media channels, as well as be presented to the media, and posted on websites and blogs.

The messaging at this point should thank people for their feedback and patience– outline what the solution was– apologize as needed– reassure customers this was a learning lesson

and steps are in place to avoid a similar situation in the future

Typical Turnaround time: As soon as you get update from Client / management

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Everyone involved should be aware of – whom should decision comes from, what’s the turn around time.

Everyone involved should be aware of – whom should decision comes from, what’s the turn around time.

Set up proper crisis escalation and management process.

Not all unfavourable comments will lead to crisis. Sometimes just showing that you care about them and want to help solve their problem is sufficient e.g. probe and direct them to the right person to handle their issue

Not all unfavourable comments will lead to crisis. Sometimes just showing that you care about them and want to help solve their problem is sufficient e.g. probe and direct them to the right person to handle their issue

Discretion is necessary.

Best to keep the fans / followers updated that you are doing something about it. If the crisis is big, consider communicating it via various SM platforms and even your website (if need to).

Best to keep the fans / followers updated that you are doing something about it. If the crisis is big, consider communicating it via various SM platforms and even your website (if need to).

Keep the fans informed.

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How We can use Social MediaFacebook - TwitterYoutube Instagram Itunes/PodcastLinkedinBlogging/BloggersThe Daniel Ariff Project

Who is Daniel AriffDaniell Ariff is Listening

Role for each possible Social Media Platforms for Maybankard

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Platform Role

Central point where content from twitter, Youtube, Instangram and Pinterest can be pulled and liked, reshared and commented by fans.

Short burst of update. Hashtagged conversation to create trending. To drive traffic to website, facebook fan page, YouTube, blog, pinterest etc. Tweet can be linked directly to facebook.

Hosting of TVC, brand and UGC videos. Video link can be directly shared onto facebook fanpage.

Capturing of brand / product images, events or images related to product or brand. Images captured can be linked and fed directly to facebook fanpage.

Collation of images related to brand or products. Images updated can be linked and fed directly to facebook fanpage.

How We can use Social Media : Facebook

FacebookMaybank Cards cardholders to join our Facebook Site to increase the fan base

Have Year Long or Special promotion ONLY for Facebook Fans

Communicate with Fan Base regarding Merchant’s Promo

Update Fan Base on up coming events, special invites or relevant news

Give constructive Advices or suggestions to customer regarding CARDS/Banks Matters

Wish Fan Base Happy Birthday, Anniversay, etc

How We can use Social Media : Twitter

TwitterShout out promotions, events or special invites

Handle complaints

Branch/Products direction giving

Blasting out Merchant’s special promo

Give information regarding MBB/Bank/Financial matters

#hashtag for different promo

How We can use Social Media : YouTube

YoutubeCollection of all Maybank Adverts

Collection of all Events i.e : Malaysia Maybank Open, Bii Bali Marathon, etc

Tutorial Videos of “HOW TO” i.e Open bank account, operates ATM, etc

How We can use Social Media : Instagram

InstagramTo promote Branch i.e : Cleanest, fastest, most alert security guard, etc

To capture Best Smiling Staff Contest i.e #Mbb_Ampang

Run tactical campagin i.e: Find the hidden Tiger in JLN AMPANG, Capture the coldest Tiger, etc

How We can use Social Media : Podcast

Itunes/Podcast

Whitepapers in Audio format Financial Matters Interviews Maybank News

How We can use Social Media : LinkedIN

LinkedinMaybank Staff updates i.e. Changing of directors, executivesStaff Engagement Updated Resume for MBB to hire

How We can use Social Media : Bloggers

Bloggers (Local/International)Engage Bloggers to write about MBB Products, usages, experiencesBloggers to Dine at Merchant’s F&B and be seen using MBB CARDS for merchant’s PromoBloggers as Brand Ambassador to help promote MBB Products

Blogger connect programme

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Identify key high-traffic bloggers in various verticals: fashion, lifestyle, gadgets, cars etc

Establish a contact programme:

Invitation to events

Co-create new products/services

Give them a peek behind the scenes

Shopping with Maybank: an experience of privilege and pleasure

Sparks word of mouth, build credibility through continuity

How We can use Social Media : Danial Ariff

The Danial Ariff ProjectWho is Danial Ariff

The name that is on every single Maybank cards is totally anonymous to publicPublicize this mysterious man, as the best advocator for MBB

Danial Ariff is ListeningHave people write to Danial Ariff and He’ll response

Treats Fair Social Media Engagement

Using Treats Fair to increase BaseInstant Login via Ipad to customers FB and Like our FB

Gets Vouchers, treatspoints, etc

Run Treasure Hunt Campaign to request Participating Customers to ; Instagram Lo Hong Ka’s most expensive Birdnest Tweet the location/dressing/name of our Mysterious Maybank Man “ Are you Danial

Ariff?”

Identify Which Bloggers Writes what?Engage Ambassador Bloggers to participate in AuctionAuction Off Ambassador Bloggers to “Lunch”

Fan Growth

Reach

Engagement Rate

Traffic to website/blog

Social Buzz

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Media Buy Media Buy

Interesting posting & ContentInteresting posting & Content

Interesting posting & contentInteresting posting & content

Interesting posting & story.Incentive.Interesting posting & story.Incentive.

Content, interesting postings / storiesContent, interesting postings / stories

Understand what needs to be done to achieve them

What do we want to accomplish– Increase “Likes”

– Compile comments (good/Bad) as case study to improves

– Audience Engagement– Listen and fulfill– Handle unhappy customers– Yearlong promo via Social Media– Tactical promotion for low season

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The rule of engagement

Value ExchangeBrand Fans /Followers

Offers ‘Values’Gives back loyalty,

data, eyeballs, interaction, feedback,

ideas, etc

How can we measure our results– Count “likes”

– Count Comments

– Count Views

KPI for Your Social Campaign

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1.Facebook app installation2.Registrations / leads3.Number of shares4.Number of comments5.Number of user generated content6.Reach from campaign auto posting /

newsfeed / re-share

Link, Status, Quotes

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Link & Status posting Quotes

Cross Pollinate social media channels

– Use youtube to feature twitter– Use Twitter to announce promo on Main site– Facebook to compile all likes

Win Online Awards for

– Innovations– Multitude of Likes/Talk&Discussion – Security

Competitive position if use Social Media

MBB Cards;

What MBB CARDS Can do for customers

Many Other Social Tools

Some Social Media Statistics 2013

The journey continued in 2012.

8 campaigns, > 350,000 fans, Maybank facebook page performance rivals CIMB and is higher for page quality.

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Source: Social Bakers

Some key numbers

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500,000iPad users today

50% Of Malaysians

on smartphones by

end 2013

Every day…….

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7.7 million log into Facebook

25 minutes on Youtube per session

Malaysia Internet Users

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Source : Comscore & Effective Measure

Average Time Spent: 1hr+ per day

Mostly aged between 18-35, biggest group is professionals

Top 13 Sites in Malaysia

Malaysian online audience still spend the highest amount of time on commerce sites.

Source: COMSCORE 31st JAN 2013

Media/Measures TOTAL UV (000) TOTAL MINUTES (MM)

Total Internet : Total Audience 11,800 13,696 MUDAH.MY 2,813 190 MAYBANK2U.COM.MY 1,956 41 AIRASIA.COM 1,113 17 CARI.COM.MY 1,085 39 CIMBCLICKS.COM.MY 1,033 17 THESTAR.COM.MY 894 8 MALAYSIAKINI.COM 884 21 MAXIS.COM.MY 877 7 HMETRO.COM.MY 873 22 MYLAUNCHPAD.COM.MY 655 4 GROUPON.MY 639 8 PBEBANK.COM (w/ history) 452 7 CELCOM.COM.MY 364 6

Media Consumption Habits

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1. Create a target to achieve: page views, Facebook fans etc

2. Build a calendar of continuous presence in social media: out of sight is out of mind for the average consumer.

3. Dominate social media during campaigns, maintain lower level of presence during lulls, but don’t be absent.

4. Key paid platforms from media POV: Facebook, Youtube and Twitter.

5. Use social/digital media to act as a tag on for digital campaigns eg Maybank cards hashtag at the end of ads, in press ads etc. This works on the multi-screen principle.

6. Create value in social media coinciding with key cards events eg Treats Fair, new card launches, shopping season etc

7. Involve bloggers as brand advocates: establish a blogger connect programme, connecting with top lifestyle bloggers etc

Elements of strategy for Maybank Cards

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(Benchmarks are based on values that would result in critical savings for the bank, not necessarily on competitor levels. We would calculate the value of earned media and media savings resulting from this base of fans. If Maybank can share costs of card-based communication, we can calculate possible savings (eg brochures, SMS etc sent to cardbase))

Suggested target: an accelerated rate of growth

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Period Facebook Fans

Twitter Followers

Youtube views

Q4, 2013 500,000 25,000 200,000

Q2, 2014 1 million 75,000 500,000

Q4, 2014 2 million 150,000 1,000,000

Possible calendar with peaks and lulls

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Format July August September October November December January February March April May June

Facebook Sponsored stories, like ads

Twitter Promoted tweets, offers, accounts

Sharing/seeding Shares on FB, Twitter

Bloggers Posts, articles

Youtube Pre-roll ads, Mastheads

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Your engagement plan should be built towards achieving your overall objective of being in SM.

1. Set a budget and long term KPI

• fan growth, engagement rate, reach, increase in social buzz

2. Build a calendar of content (monthly, week, daily) – (the diet prescription for your page)

3. Decide the content balance (%) brand / off brand / common interest content.

4. Decide on a theme for your content.

• Festive oriented, event oriented, gender oriented, interest oriented,

5. Diversify the content formats

Building and Engagement Plan

Quizzes, Polls, Question

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Games or contest with gamification elements

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Helped Maybank acquire > 100,000 Fans across facebook pages & Twitter.

Helped Maybank acquire > 100,000 Fans across facebook pages & Twitter.

45MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Jan ‘13

Earth Day

FEB ‘13

Tree of Life

Overview of all Ideas

Mother’s day

Father’s day

Family Look-alike

Euro 2012

Occupy

The Ladie

s

Olympics

Your Olympic

s

Hari Raya

Family

Clicks

Deepavali

The Lights of Deepaval

i

Christmas

The ‘’Goo

d Deeds’ gift

Thank

You

Valentine’s

Be a Valentine’s

Star

CNY

CNYRe-

uniter

Malaysian Open

Swing-off

Badminton Challenge

Maybank Social Media Advocates

CelebrationsCelebrations

SportsSports

CRCR

Always-OnAlways-On

Thank You!

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