CXtech Debate – Social hit vs PR faux pas. Can you engage with customers over social or are you just messing around in their space?
Panellist Bian Salins, TSB, Chair Martin Hill-Wilson
There’s been no shortage of stories about companies that have got themselves into PR hot water when reaching out to customers over social channels –either to offer service or build relationships. They’re mostly funny, as long as they’re not happening to you. They can wreak serious damage to a brand’s reputation and undermine credibility with customers in ways that hit sales and relationships. Are such disasters unavoidable? After all, they’re mostly human mistakes amplified to a mass online audience. And is the occasional PR nightmare a price worth paying for fast, friendly interactions via the channels your customers say they favour over the phone? And – beyond service – do customers welcome your invitations to engage via the channels they share with friends and family? Is social open space or their space? We challenge some of the leading proponents of social customer engagement to defend their track record and explain how to avoid the social faux pas.
I devised and lead TSB’s cross functional social media strategy that is strategically designed to drive engagement with our purpose driven brand, deliver a first class digital customer experience and innovate through partner and consumer collaboration. My team and myself have driven change in thinking and developed our brand within the digital environment. We’ve achieved the highest engagement rate of our competitive set on social, achieved the lowest CPA on current accounts and demonstrated a higher NPS amongst people who interacted with us within our channels. Finally, we helped launch a successful activation of our Partnership with the inspiring Pride of Britain and Pride of Sport awards in 2016 and piloted the bank’s first ever in app messenger service.
•Developed the case and strategy for TSB’s social business strategy across brand, content and marketing, digital customer experience, Business Banking, HR and media.
•Currently lead a team of six (including campaign, content marketing and production specialists, and analytics leads). Also responsible for driving understanding with the CMO, CIO and COO and other executive members of the bank.
•Manage and execute TSB’s social, content and influencer strategy and budget to drive brand engagement across platforms like our owned, earned and paid channels.
•Manage media and creative agencies, social platform and technology supplier relationships.
•Run a social and content approach for our lead sponsorship programme with Pride of Britain and Pride of Sport (including executing experientials and out of home activity). Also set up an internal always on content studio operation to deliver agile and always on content.
•Key lead on driving innovation within digital customer experience (messenger and chat bots) working with our digital transformation teams.
• Won the COGs award for best Marketing Campaign, shortlisted for CMA Best Annual Content Strategy, Drum Content Awards and Social Media Communications Awards.