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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.

Business

Roma, 09/11/2016
IL CLIENTE AL CENTRO DI UN NUOVO MODELLO DI INGAGGIO
SOCIAL BANKING FORUM 2016

Source: Epic Content Marketing
Una persona riceve in media 5000
messaggi al giorno

Photo unsplash.com
People read what interest them.
Sometimes it’s an ad.
Howard Gossage, 1950s

L’attezione media è diminuita a 8 secondi
Source: Epic Content Marketing

L’attenzione media del pesce rosso è di 9
secondi
Source: Epic Content Marketing

| 00/00/0000 |Titolo della presentazione 8
Come gestire una community in questo "new normal scenario"
CONTENT
STRATEGY
SEEDING
CAMPAIGN
COMMUNITY
BUILDING
PERFORMANCE
& LOYALTY

L’Ecosistema di BNL oggi
ISTITUZIONALE
MESTIERE IMPRESA
LIFEBANKER
JOB
Cultura
APP
MOBILE
APP
MOBILE

Person to person,
people to people,
passion to passion

FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
Velocità
Accuratezza
Risolutività

FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
Velocità

FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL
Accuratezza

FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL

Risolutività
FATTORI DI SUCCESSO DEL SERVIZIO CLIENTI SOCIAL

IL NOSTRO MODELLO
Contact
History del
Cliente
Contact
Center
BNL
54.000
5.000
50.000
3.000
33.000
3.000

 +110% di casi gestiti rispetto agli stessi mesi del
2015
OPERATIVITÀ GENNAIO-OTTOBRE 2016
 Il canale preferito è FACEBOOK
6.000
5.000
100

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%

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

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

GRAZIE!
BNL
Banca Nazionale del Lavoro SpA
Via V. Veneto, 119 - 00187 Roma
Tel. +39 06 47021
Bnl.it

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