ROYAL BANK OF SCOTLAND
Now here’s a surprising story… RBS Invoice Finance is part of the Royal Bank of Scotland Group and is currently the largest provider of invoice finance solutions in the UK. Not the sort of environment you’d expect to find a trailblazing social media advocate!
The bank had never actively engaged prospective customers through social media before, but they realised the potential in interacting with individuals who could benefit from their services. They needed to go where people were already talking about their finance problems and offer them advice – and the selected social media channels were the perfect place to do so.
Given the high level of regulation around financial promotions, they sought our advice on developing a social media strategy, which included a detailed policy framework and response guide using example mentions.
All owned channels (Twitter, YouTube, Tumblr and LinkedIn) are now monitored twice a day for follows, retweets, replies or comments. An engagement team then responds, assigns or escalates as appropriate, following guidance in the policy framework. After a period of embedding behaviours, the bank now continue to provide advice and make recommendations for activity to deepen levels of engagement.