final unicredit
TRANSCRIPT
Using Facebook to Better CRM
UniCredit Bank and SocialSharksWA S H I N G T O N S TAT E U N I V E R S I T Y, M B A 2 0 1 4 . N A T H A N H U N G A T E , B R E T T J A C O B S , N I C K K U F U S , D A V E M C C L E L L A N
Data collected should be cleaned and normalized as much as possible before being stored in the data warehouse.
◦ Normalization
◦ Granularity
Sentiment analysis tools can be useful in assigning numbers from seemingly obscure comments
◦ SocialMention
After data is normalized, run a regression analysis to determine predictors of outcomes with different variables
◦ Ex. Is age an important factor in determining the customer’s sentiment analysis output numbers?
◦ Is customer location a factor?
Patterns for unusually low, or unusually high sentiment numbers should be identified and researched
Data Analysis
KPI’s should be identified and used as a measure of success
Typical Social Media KPI’s Include:
◦ Reach (# of unique people who saw your post)
◦ Engagement (# of Likes+Comments+Shares)/(Total # of Fans)
◦ Traffic Data (how much of our website traffic is coming from social media)
◦ Link Click Through rate (# of clicks on an ad)/(total times the ad was seen)
◦ Key Influencer Identification (identifies influencers and targets a marketing plan toward them)
◦ Demographic information
Data Analysis
Couple the Facebook data with the current CRM data
Perform analyses on current CRM data within the bank
Market Facebook account towards the demographics most widely using social media to interact with them
Use current CRM data to narrow down products to be marketed on Facebook
Use Facebook to engage customers and receive feedback / ideas to better the bank
Don’t use Facebook as your data source to get hard informational numbers on your customers (use current CRM within the bank to find these numbers to analyze), use Facebook more as a thermometer to get an idea at how you are being perceived / connect with customers on a personal level (customer service in a way)
Big Data Analysis
Data Mining vs. Targeted Marketing to Fans
With Facebook Pages, page managers can disseminate targeted posts to finer grain demographics than are capable of being mined
Unfortunately, there is no way to back up any decisions on who to target with data, since those slicers are not provided
It is still possible to determine key demographics by measuring engagement while scientifically varying the targeted audience for posts with the same content Difficult to pragmatically record such insights into a database for further analysis
Facebook’s data is meant for marketing via ads, not for exporting into a data warehouse to link with individual customer data
Engage customers through Facebook posts
Information on the bank
Successful products
New products
Ask the customers what they would like to see offered from the bank / ideas
Respond to customers to develop engagement
Create satisfaction for the customers
Bank Data Analysis
CapabilitiesProvides Fan Information
AgeGenderCountry and City of ResidenceLanguage Spoken
Identifies:Reach / EngagementPopularity of each post / post typeMost popular time of day to engage
Can export data to ExcelUse PowerPivot for analysis
LimitationsNo individual identificationNo access to requested demographic slicers
Marital StatusEducationInterests and HobbiesInteraction on Facebook
Unable to categorize users beyond basic demographicsCan’t see # of fans, activities, etc.The scope of analytics available with the demographic information provided by Facebook Insights is relatively limited compared to what is desired by UniCredit
Data Mining
Demographic information is aggregated, identifying
individuals is not possible due to privacy concerns
Reports in Facebook Insights
Maintain a strong connection between IT and Marketing!!!
Focus on:
1. User Retention Metrics surrounding policy implementation
2. User Conversions, monitor switching from other banks through customer questionnaire
3. Sales leads generation (automated) through CRM platform, identifying Facebook users that are not customers to engage with
4. Maintain and develop Easy communication/reporting platform between banks (successful campaigns made readily available to other branches)
5. Monitor effectiveness of Multi-Channel Communication with Marketing Campaigns (emails, tweets, text message, application communication, Voice mail, tv ads. Etc.)
6. Identify trends in demographics between partner banks to enhance marketing efforts through demographic comparisons of individual bank data.
Working w/Data Internationally and within Czech
Time savings (automated at targeting generation, etc.)
Professional Ad targeting
Cost savings through increased ad targeting and reducing inefficiencies
Convenience for management Easy to understand marketing efforts
Increased customer satisfaction
Faster lead generation quicker to market, agile decision making capabilities
Customer Validity and Engagement
Our Recommendations aim for: PROFIT!
We can help reduce gaps with efficient ad targeting
Utilize Facebook Insights
Couple the Data with current CRM data
Enhance customer awareness with SocialMention
Monitor 10 Facebook KPI’s provided above
Basic Recommendations
Increased Structured
Increase Customer
Engagement with Pictures
Easy “follow buttons” at top of page
Short phrases used instead
of wordy paragraphs of
descriptions
Social Media Page: Wells Fargo vs. UniCredit BankRecommendation 1
Suggested “Social Media” Page
Connect with our
professional network
View recent UniCredit
Bank Videos on YouTube
Join and like our Social
Network
Follow us on Twitter, view
recent posts and trends
Join UniCredit in the Conversation Share your story
today!
Recent Blog Posts:
Facebook Pages:UniCredit
Champions
UniCredit
Bank Austria
Hypovereins
Bank Kultur
More blog posts….
Have UniCredit be a sponsor of smaller sporting matches at the top levels for developing players as well as the Champions league.
Waiting Que (For current UniCredit Members only)
1. Instruct members in line to Add Facebook “UniCredit Group Event App”
2. Customers are ID verified through UniCredit Banks system via. Tablet
3. Get unique login ID generated from tablet that attaches CustomerID to a Name◦ Specific to this individual and attached to their bank profile and FB profile
4. Customers are handed Tablet to login to FB with
5. Log into UniCredit Group Event App with their unique login ID on Tablet
5. Hand tablet to UniCredit Employee to take their picture with player cutout
6. Employee posts pic on the UniCredit Group Event App wall with tag
7. Customer receives a free t-shirt, free scarf, Picture with real players,
wears real jersey, free soccer ball, free beer voucher for older customers etc..
8. Lock the app for verified customers only, survey customers on app
UniCredit Group Event AppOnboarding new customers and current customers at eventsRecommendation 2
Combine Facebook data with data analyzed through UniCredit’s Teradata data hosting solution
Attach unique Customer ID to existing Teradata and the attached columns of customer survey data
Existing Teradata: Facebook Data:
What to do with UniCredit Group Event App Data??Recommendation 2 Continued
Increases engagement with younger generation
Ad targeting while customers are enjoying themselves is more effective
Increases “enjoyment” aspect of business similar to investing in the Champions League
Have fans vote for which artist UniCredit Bank should acquire and represent them
Dr. Pepper/Snapple Group: 7UP partners with EDM artist Tiesto:http://www.businesswire.com/news/home/20140303005304/en/7UP%C2%AE-Booms-Electronic-Dance-Music-Scene-7x7UP#.U3JKsfldWSo
Partner with EDM ArtistHold EDM event with UniCredit Bank as Sponsor
Recommendation 3
Couple Facebook insights with CRM bank data to effectively engage the target market with an ideal offering of products/services oriented towards customer needs/demands.
Use social media toolpack that is ideal for their needs. Don’t pay for more than their needs. Scalable technology is a plus
Maintain similar granularity and normalization across all data points
◦ Make sure you are “comparing apples to apples”
To Maintain Consistency:
If the new plan is not increasing customer engagement and satisfaction, changes must be made!