Citigroup social media and CRM pitch 2016

Pitch for Citi social media account 2016

1. SOCIAL MEDIA LAUNCH
RECOMMENDATION FOR
CITIBANK
AUGUST 22 | 2015 Shane Crombie, Country Head

2. TODAYS AGENDA
INTRODUCTION TO VOCANIC
5 STEP ROADMAP TO PROCESS
FACEBOOK LAUNCH RECOMMENDATION

3. Vöcanic is the largest full service Social
Media marketing firm in Asia.
Strategy | Technology | Engagement Management | Community Management | Social Media Analytics | Facebook Media Buying

4. WE BELIEVE
The Power of Personal Recommendation is valued
as the most trusted source of information before
making a purchase decision.

5. VOCANIC PRODUCTS

6. We manage web, mobile and multi-million social media communitites across the region for leading
brands in Telco, IT, Automotive, Food & Beverage, Consumer Goods, Retail, Banking and Tourism just
to name a few.
CLIENT ROSTER

7. All brands of Unilever in Indonesia are using our vSocial technology for social
media management & analysis
More than
63 million
Indonesians
follow these
brands
INDONESIA’S LARGEST ADVERTISER

8. SOCIAL MEDIA
RATIONALE

9. …of consumers trust recommendations from people
the know; 70% trust recommendations of others
event if they don’t know them
WHY SOCIAL MEDIA?
90%
…of consumers share information from people they
know83%
…say they have received advice on a product
purchase from friends or followers on a social
network site81%
…of people rely on information from reviews when
making a purchase decision 67%
…trust in advertising.14%

10. COMPETITIVE LANDSCAPE
CIMB NiagaOCBCStandard
CharteredCitibankBCAMandiriBRIDanamonPermataBNI
Facebook
total fans
787,994128,476376,848N/A471,6491,040,43841,54317,32581,594237,331
Average
Engagement
Rate
0.15%0.48%1.05%N/A
Goodlife bca 12%
Xpresi 0.21%
Bizguide 7.06%
Klikpay 0.42%
Kartu kredit 30%
0.56%0.67%0.17%0.53%
Twitter
followers97,53555,27030,078913 405,627553,76070,896 52,4422916536,557
Youtube
151,994 views
225
subscribers
43,288 views
54 subscribers
432 views
5 subscribers-9,842,745 views
2629 subscribers
7,569,073 views
2928 subscribers
1,054,476 views
517 subscribers-11,887 views
28 subscribers
384,738 views
271 subscribers
Instagram720 followers
109 posts--66 followers
1 post
2354 followers
23 posts--1123 followers
24 posts-175 followers
9 posts
ONLY MANDIRI AND BCA ARE INVESTING IN THEIR SOCIAL MEDIA PRESENCE

11. LOCAL COMPETITION HAS A SOLID PRESENCE
BankFacebook
(total fans)
Twitter
(total followers)Remarks
CIMB Niaga787,99497,5351 x Facebook
2 x Twitter
OCBC NISP128,47655,2702 x Facebook
1 x Twitter
Bank BRI78,68070,8962 x Facebook
2 x Twitter
BCA 471,649405,6275 x Facebook
6 x Twitter
Bank Mandiri1,040,438553,7602 x Facebook
5 x Twitter
Bank Danamon77,67053,4093 x Facebook
2x Twitter

12. BANKS SOCIAL MEDIA SHORTCOMINGS
•Social Media is a long term commitment to establishing, managing and fostering
conversations
•Banks see community management as one way communication
•Banks try to find out what their customers want – but are slow to respond
•Banks try to serve their customers online - but many fans don’t know that they are
online and thus need to spend more time on successfully promoting their online
presence
•Banks try to build community of loyal fans –But they don’t come up with compelling and
relevant content
12

13. WHAT WE LEARNED ABOUT SOCIAL MEDIA
IN BANKING
As other banks in Indonesia
have long established and
grown their social media
communities and services (e.g.
Social Customer Service),
Citibank will need to adopt an
aggressive growth plan to gain
visibility and to build trust also
through Social channels.

14. KEY TAKEAWAYS ABOUT THE COMPETITION
Credit Card Promotions: All banks are using some of their social channels to promote their partner credit card
promotions aiming to increase consumption.
Missed Opportunities: Some of the banks appear to lack the capacity to monitor customer queries, which could
potentially have led to new business and product upsells.
Dedicated Social Customer Service Staff: Banks such as BCA, Mandiri and CIMB Niaga have well-established,
dedicated Social Customer Service teams to answer queries, which has led to social media being a viable customer
channel in conjunction with their hotline.
Lack of Personality: Much of the content is either focused on credit card promotions, banking tips, products and
services, while lacking personality, character and emotion
Multiple Social Media Accounts: Several banks have multiple social accounts to reach different target audiences and
to promote partner products. A fact that leads to dilution of fans and increased (inefficient) efforts to manage social
media.
14

15. SOCIAL MEDIA STRATEGY
We highly recommend creating a social media strategy that is aligned with your:
1.Business objectives
2.Marketing Objectives
3.Meets all the needs of each of your departments (Credit cards, savings)
4.Based on all the findings we would create the appropriate strategy with an action plan that connects all your digital and offline communications
Here’s what we already know:
1.You will need technology to help facilitate and monitor all your online social communication activities
and make sound and number based decisions
2.Social Customer Service is huge when it comes to banking as it to gives your customers other
channels to reach out to you

16. SOCIAL LISTENING

17. SOCIAL LISTENING
Social media listening, also known as social media monitoring,
is the process of identifying and assessing what is being said about a company,
individual, product or brand on the Internet.

18. PURPOSE OF SOCIAL LISTENING
WHAT
Is being talked about the brand, competitor and category?
WHO
Is talking about it? Customer segment/ Influencer
WHERE
Are they talking about it? Which platform/channels
HOW
Are they talking about it? Video/Image/Text
WHY
Are they talking about it?

19. SMM IS NOT CONFINED TO THE MARKETING DEPARTMENT.

20. UNDERSTANDING THE LANDSCAPE
Social listening help you to get to know your community, so you can help devise a
strategy to manage it.
Example:
Bank BNP Paribas, well-known for its creative social media marketing initiatives,
has successfully tapped into a whole new community, thanks to innovative
campaigns like We Are Tennis and sponsoring sports events like The BNP Open.
From our Synthesio dashboard, we can see that the buzz around BNP has gone
from conversations around bank services and credit cards to discussions and posts
about sports. BNP has found a way to expand their community base – and social
listening gives them the tools to seek out these conversations, drill down and
engage.

21. CUSTOMER CARE

22. REAL TIME CUSTOMER SERVICE

23. CONVERSATIONS IN BANKING
COMPLAINTS
QUERIES

24. INTRODUCTION TO VSOCIAL
VSocial Community Manager takes the guesswork out of managing your numerous social presences by
bringing all fan-generated conversations into a single, easy to use and manage stream. Never miss a question
by your fans or followers due to high volumes or sick community managers again!
With VSocial Community Manager, individuals or teams can work together to manage multiple streams, assign
queries to subject matter experts, draft responses, and manage a conversation from creation to closure. For
content creators, VSocial Community Manager allows for content creators post in real-time status updates,
photos, links, and video.
Posts can also be scheduled for later for the optimal time. Managers of a customer service team are able to
monitor the health of a community management team from a high level, right down to the individual community
manager.

25. VSOCIAL ANATOMY
As the centerpiece in the digital ecosystem links up all digital and social media asset, allowing
data collection across various touch points and full integration with the client CRM.
VSocial
Social
Facebook pages
Twitter accounts
Customer Service apps
Campaign apps
Web
Web/Microsites
Surveys/Polls
eCommerce
forumsCrowdsourcing
NativeMobile apps
Call Center
Loyalty programs
Survey apps
Client CRM
key influencer identification
Single Social Sign
-On
Social RSVP

26. VSOCIAL - CONTENT SCHEDULING & PUBLISHING
Quality assurance
Content developed by the agency will require approval by
Citibank. Vocanic’s proprietary platform VSocial enables us to
follow pre-defined approval processes, which each piece of
content has to go through, before it gets published on
Citibank’s social media channels.

27. VSOCIAL - MANAGING INCOMING CONVERSATIONS
Efficient Customer Service
Customers are naturally switching to using
Facebook and Twitter as their preferred
medium to inquire about products and other
banking related communications
Citibank’s customer service team will be
able to handle the flood of conversations on
both Facebook and Twitter efficiently
through a single interface on VSocial, where
conversations are traceable to ensure all
queries are answered.

28. VSOCIAL – CONVERSATION INSIGHTS THAT MATTER
Categorize, analyze & learn
The full version of VSocial allows Citibanks customer
service team to perform a multitude of actions:
•Internal escalation/assignment of a conversation of
queries to the person or department in charge
•Sentiment tracking
•Tagging/categorization of conversations (for analyzing
type of conversations, interest in products/services,
complaints etc.)
•Conversation auditing/trailing (all conversations remain
in the system forever)

29. PRIVATE MESSAGING ON FACEBOOK
Citibank Buddy
•Push behaviour that encourages private messaging so “venting out” in front of
everyone doesn’t happen.
•Use “private messaging” As a 24 x 7 customer representative “Ask me anything,
anytime”. Most people are on messenger. Reach out to Citibank’s database instantly
announcing the news.
•Segment the database, according to brand and get a customer representative name
from the branch to start the conversation online.
•Brand the Facebook page as a customer care page.

30. CASE STUDY : PIZZA HUT

31. INCIDENT WAS PICKED UP QUICKLY BY MEDIA

32. The comments on the international media platform was also mixed, with some criticizing Pizza
Hut’s poor customer service, and others chiming in that the comment was not very derogatory.
Source: http://gawker.com/pizza-hut-customer-says-they-
called-her-pink-fat-lady-1646330222/all
Source: http://www.foxnews.com/leisure/2014/10/14/pizza-hut-
apologizes-for-calling-woman-pink-fat-lady/
INCLUDING INTERNATIONAL MEDIA

33. FIRST APOLOGY WENT OUT
Gawker mentioned that the
apology made by Pizza Hut was
“corporate-speak”.

34. AILI SI/ALICE
NG’S Closure
statement
Pizza Hut subsequently issued
an apology response (1st
response) 15 hours after the
original post inviting Ms. Aili to
contact us to launch an
investigation into the matter. PizzaHut closer statement
WE HELPED PIZZA HUT TO RESOLVE CRISIS

35. VOCANIC’S EFFORT WAS RECOGNIZED BY
SINGAPORE BUSINESS REVIEW
Source: http://sbr.com.sg/media-marketing/commentary/notable-social-media-pr-lessons-pizza-hut-singapore

36. CONTENT STRATEGY

37. WHAT’S THE PURPOSE OF CONTENT?
Content
Your content should be working
hard for you!
Be known for something
Create emotional
connections with the
community – Inspire
sharing
Social Media was built on 2 fundamental principles: Share-ability and Engagement
Increase Awareness
Build Trust

38. Our Conversation
LAUNCH CAMPAIGN
CUSTOMER CARE
CONTENT STRATEGY
Phase 1
CONTENT STRATEGY
Phase II
CONTENT STRATEGY
Phase III
Target existing customers with Citibank’s Value Proposition
Exclusive launch offer/promo
Customer Care ‘Citibank Buddy’

Brand the Facebook page as a customer care
platform.
Private messenger will serve as a Citibank
Buddy
4 Cards to push.
Targeting different segments – within existing
Database
Target 30% In active customers.
Target look alike audiences.
Start a conversation with them.

39. POSTING FREQUENCY
The most recent change in Facebook’s algorithm has impacted organic reach dramatically. Less
becomes more. Hence, we recommend publishing 4 pieces of high-quality content per week on
Facebook.
Twitter, however, requires higher frequency of posting, which is why we recommend 2 Tweets per
day.
Quality over quantity content should be the focus and is one of the reasons why we recommend
scaling down the content pillars, so that more attention can be put on creating content worth
sharing.

40. MANAGING SEVERAL TARGET AUDIENCES UNDER
ONE ROOF
L’Oreal Garnier has 3 different target audiences
differentiated by age and several products within each
age category and 1 Facebook Page
We use a master plan to keep a track of all the products
that need attention, keep, we divide the week between
the 3 brands
Work from within a content master plan that we create
We are experienced in managing several products and
target audiences on one page

41. PRODUCT OFFERING
Citi PremierMiles CardGaruda Indonesia Citi CardCiti Rewards CardCiti Telkomsel Card
1.Miles that are valid for life.
2.Free access to more than 600 airport
lounges around the world, once a
year.
3.Has the most airline partners (60)
and alliances (GFF, Krisflyer, Asia
Miles, Thai Royal, British Airways,
Delta Sky, Eva air, Malaysia Airlines,
Etihad)
4.Worldwide acceptance.
1.Earn up to 2X Miles easily.
2.Free excess baggage up to 20kg.
3.3X Miles for Garuda Indonesia
spending.
4.Special check-in counter in
Soekarno-Hatta Terminal 2F Domestic
Airport & GarudaMiles Gold check-in
counter at other airports in Indonesia
for you and 1 (one) travel companion
with the same ticket booking code.
5.Boarding announcement exclusive
for GICC cardholder and 1 (one) travel
companion with the same ticket
booking code.
6.Worldwide acceptance.
1.Accelerated Rewards Points: 3x
rewards points multiplier on weekend,
2x on weekdays, 3x for international
transactions.
2.Best Rewards Points Redemption:
Save up to 20% at more than 2.000
Citibank partners, Citi Rewards
Points has no expiry date.
3.Worldwide acceptance.
1.First co-brand card with
telecommunication provider.
2.Buy 1 get 1 free XXI ticket every
Friday.
3.Discounted telephone bills
(Telkomsel Kartu Halo).
4.Accelerated Rewards Points: 3x
rewards points on Kartu Halo
registered in Citibank 1Bill, 2x points
at selected cinemas and coffee
shops, SPBU Shell, elektronic and
gadget merchants, and application
purchase on smartphone.
5.Points redemption for Telkomsel
products, XXI ticket, or save up to
20% at more than 2.000 Citibank
partners.
6.Worldwide acceptance.
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42. CARD CONTENT STRATEGY
THERE IS NO ONE PERFECT RECIPE
Citi PremierMiles CardGaruda Indonesia Citi Card
•Lifestyle: Frequent traveler (both for Business & Leisure) and Aspired to travel
•Wants: To get privileges from home and back
•Usage: Tend to be used for travel-related activities, e.g. hotel/ ticket/ tour booking,
travel agent, at the airport
•Monthly personal income: IDR 20 million and above
•Age : 35 – 50 years old
•Gender : Male/ Female
•Profile: traveler, privilege seeker, recognition seeker, luxury brand users, nationalist.
•Usage: Travel quite frequent with Garuda Indonesia as preferred airlines. 70% travel
for business, 30% travel for pleasure (data based on GarudaMiles customer)
•Annual income: > IDR 120MM per year
•Age: 30 – 45
•Gender: male & female
•Living in big cities, coverage area concentrate in Jakarta (42%), Surabaya (9%), Bali
(4%) & Bandung (3%).
Every time you book your travel plans using Citibank, you’re
one step closer to booking your next trip.
A short, user-gen styled video showcasing all the benefits of
the Miles Cards + “Seamless enjoyment”
As you travel for work, Citibank takes care of travel for
pleasure.
A short video showcasing points being collected as you
travel.

43. CARD CONTENT STRATEGY
Spending at your own will.
A short, user-gen styled video showcasing all the benefits of
the Rewards card + “Seamless enjoyment”
Position this card for people who have arrived in life at a young
age. This TA also spends on fitness lifestyle and partying.
You don’t like thinking twice, you don’t have to.
“Don’t think twice”.
A short video showcasing points being collected so people can
keep spending as an when they like, so they can keep on
purchasing anything they want ‘without thinking twice’.
Citi Rewards CardCiti Telkomsel Card
•Lifestyle: Shoppers & Diners who likes to hunt for deals and discounts
•Wants: Flexibility to redeem rewards points with anything, anywhere
•Usage: More likely used at malls & restaurants
•Monthly personal income: IDR 10 million and above
•Age : 25 – 50 years old
•Gender : Male/ Female
•Profile: Young professional, global mind-set, gadget & technology savvy, live in big
cities
•Usage: Daily spending (groceries, gasoline), Lifestyle (electronic, gadget, mobile apps,
online buyers)
•Annual income: > IDR 120MM per year
•Age: 25 - 45
•Gender: male & female

44. 44
Citi Rewards CardCiti Telkomsel Card
•Lifestyle: Shoppers & Diners who likes to hunt for deals and discounts
•Wants: Flexibility to redeem rewards points with anything, anywhere
•Usage: More likely used at malls & restaurants
•Monthly personal income: IDR 10 million and above
•Age : 25 – 50 years old
•Gender : Male/ Female
•Profile: Young professional, global mind-set, gadget & technology savvy, live in big
cities
•Usage: Daily spending (groceries, gasoline), Lifestyle (electronic, gadget, mobile apps,
online buyers)
•Annual income: > IDR 120MM per year
•Age: 25 - 45
•Gender: male & female
CONTENT STRATEGY BASED ON LOOKALIKE AUDIENCES
This TA must also be visiting Lazada
and Agoda.
This TA must also be spending on
‘fitness lifestyle’.