3. 3
SocialMediainaByte
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.
4. WhatisMaybankSocialMediatoCustomers
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
5. 5
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
6. 6
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
7. 7
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
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).
Keep the fans informed.
9. RoleforeachpossibleSocialMediaPlatformsforMaybankard
9
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.
10. HowWecanuseSocialMedia:Facebook
Facebook
Maybank 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
11. HowWecanuseSocialMedia:Twitter
Twitter
Shout 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
17. Bloggerconnectprogramme
17
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
18. HowWecanuseSocialMedia:DanialAriff
The Danial Ariff Project
Who is Danial Ariff
The name that is on every single Maybank cards is totally anonymous to public
Publicize this mysterious man, as the best advocator for MBB
Danial Ariff is Listening
Have people write to Danial Ariff and He’ll response
19. TreatsFairSocialMediaEngagement
Using Treats Fair to increase Base
Instant 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 Auction
Auction Off Ambassador Bloggers to “Lunch”
20. Fan Growth
Reach
Engagement
Rate
Traffic to
website/blog
Social Buzz
20
Media Buy
Interesting posting &
Content
Interesting posting &
content
Interesting posting & story.
Incentive.
Content, interesting
postings / stories
Understandwhatneedstobedonetoachievethem
21. Whatdowewanttoaccomplish
– 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
32. The journey continued in 2012.
8 campaigns, > 350,000 fans, Maybank facebook page performance
rivals CIMB and is higher for page quality.
32
Source: Social
Bakers
38. 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
ElementsofstrategyforMaybankCards
38
39. (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))
Suggestedtarget:anacceleratedrateofgrowth
39
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
40. Possiblecalendarwithpeaksandlulls
40
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
41. 41
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
BuildingandEngagementPlan
45. 45
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Jan ‘13
Earth
Day
FEB ‘13
Tree
of Life
Overview of all Ideas
Mothe
r’s day
Fathe
r’s
day
Family
Look-
alike
Euro
2012
Occu
py
The
Ladie
s
Olympic
s
Your
Olympic
s
Hari Raya
Famil
y
Clicks
Deepavali
The
Lights of
Deepaval
i
Christmas
The
‘’Goo
d
Deed
s’ gift
Tha
nk
You
Valentine’
s
Be a
Valentine’s
Star
CNY
CNY
Re-
uniter
Malaysi
an Open
Swing-
off
Badminton
Challenge
Maybank Social Media Advocates
Celebrations
Sports
CR
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