aplacecalledhome?

Richard BassinderSocial Media ManagerYorkshire Building Society

@richbassinder

How a 152 year old building society found its home in social media

13,000 YEARS AGO

1275 BC

17TH CENTURY

Founded in 1864

‘Every man his own

landlord’

‘When a man had a house

of his own, he felt that

he had something to

defend, and a stake in

society which he would

make great efforts to

preserve’

Social Media is

conversation and community

We’ve been doing it since the

dawn of humanity

To provide Social Media environments

that embody the YBS Group brand

philosophy, provide exceptional

customer service experiences and add

value through compliant customer-

relevant social interactions

SETTING AN OBJECTIVE

YBS Group needs to

be an active Social

business, not just

another business that

uses Social Media

…or put simply

Social Media works in moments not planning cycles

Social Media isn’t confined by Organisation Charts

Social Media ROI is hard to define

Social Media is a dialogue and the right language is crucial

FOUR WAYS SOCIAL MEDIA CHANGES THE GAME

“The only one

who’s hitting

are the ones

that’s

currently

spittin’”

Phife Dawg – A Tribe Called Quest

• Rapid creation and publishing

to multiple channels

• ‘Engage’ feature provides a

holistic view across multiple

brands and channels

• Labelling and archiving

• Workflow and permissions to

allow compliance and controls

HOW DOES ORACLE SRM HELP US?

• Brand recognition

• Customer loyalty

• Inbound web traffic

• Conversion

• Customer service and Comms

• Helping improve website position

in search engine rankings

• Customer insights

• Deeper customer experience

• Colleague empowerment

Consumers don’t work to

organisation charts

BREAKING DOWN SILOS

Return On

Investment

Social Media has become a hygiene factor

Calculating ROI is not a simple task

SOCIAL MEDIA ROI

Suspects

Prospects

Sales

31+ million

15+ million

Low

marketing

costs

TRADITIONAL MARKETING THEORY + LOW SOCIAL MEDIA ENTRY COSTS = A BIG PROBLEM

It’s very hard to pinpoint exactly

where the impact of Social Media

is on the buying journey

INFORMATION FLOW – TRADITIONAL TO SOCIAL

1% 9% 90%

Creators

Commentators

Consumers

SOCIAL ENGAGEMENT

With so much data

available, what’s

the right thing to

measure?

• In depth analytics

• State of the art

Listening, Sentiment

Analysis and semantic

filters

• Custom reporting

HOW DOES ORACLE SRM HELP US

Financial Promotions / adverts

• Sales, SEO

Community and Charity Activity

• Awareness

Press Releases / Corporate News

• Awareness

Campaigns

• Engagement, Awareness,

Sales

Customer Service Activity

• Engagement, Sentiment,

Resolution time

TAILORING MEASUREMENT TO CONTENT

Finding a voice…

• Financial Services isn’t very exciting

• Limitations of being in a regulated industry

• Consumers don’t tend to talk aspirationally

about Mortgages and Savings

• First Time Buyers rarely use the term ‘First

Time Buyer’

THE PROBLEM

Traditional Broadcast

Model

Decentralised Peer to

Peer Network Model

FINDING A VOICE

Dove have used Social Media to change

the way brands champion issues

• By focusing on the issues behind their

products, Dove have created a

constant, responsible narrative that

encourages engagement

• Dove ‘Real beauty sketches’ ad the

most watched ever 114m (2013)

FINDING A VOICE

#aplacecalledhome

Objective: YBS Group to become a commentator, campaigner, educator and

ally in the territory of ‘Homes’ - to build on our heritage and product expertise

What a place

called home can

mean

Own the conversation

about what a home can

mean for people

Getting a place

called home

Own the conversation

on how to get on the

housing ladder

Injustice

Campaign

Campaign for the gaps

in Home policy and

tangible actions

#aplacecalledhome - Content and impact builds over time

Insight Responsible narrative

#APLACECALLEDHOME

#APLACECALLEDHOME

HOW DOES ORACLE SRM HELP US?

• Campaign management and

analytics

• Social Media app creation

• Content scheduling and

calendars

• Account support and training

Underpinned by

effective workflow and

collaboration provided

by our technology

platform

CONTENT DEVELOPMENT