Relatively little engagement in this sector offers special opportunities
Nowadays, financial institutes are compared with each other more than ever. The subprime crisis of 2008/2009 and its consequences have taught the consumers to have a closer look and examine possible alternatives to their regular bank. Every other bank customer appears to have lost confidence in their bank and one in six customers recently changed their bank while banks work hard to counterbalance this loss of faith. Transparency and reliability need to be re-proven, in B2C as well as in B2B business.
In social media, customer satisfaction and service quality are not only evaluated in social media, but also compared to the competitors. With a share of 6,3 percent (source: ethority ”Brands in Social Media“ study) the banking ranks with the tourism industry, first and foremost Sparkasse and Deutsche Bank. A large part of the discussions are held in forums and blogs, other channels are hardly used so far.
In sensitive branches such as the financial sector, comments and opinions in the social web not only offer great potential with regard to company reputation but also concerning security management. This is why, as the following case illustrates, also internationally acting financial institutes resort to ethority’s service in order to identify security risks on the web and be able to act appropriately and as quickly as possible.
Case
Initial Situation:
The client, a globally acting bank, requested information from ethority concerning the own security situation and the general opinion of various activists on the internet.
Objective:
The company’s main focus was on an early identification of issues which might emerge on the web because of respective dialogues. Additionally, it was also important to detect critical comments and opinions in order to contradict them immediately, because they could damage the institute’s reputation.
Realisation:
With the aid of the gridmaster® system, ethority’s specialists evaluated over 30.000 opinions per year concerning the topics Board Members, Corporate Security, Building Security, etc. So as to cover even more security risks, critical contents of various blogs and online forums were surveyed in several countries by means of a thorough monitoring. During the monitoring 15 employees of the bank made the collected data of the monitoring available, non-stop and in real-time.
Results:
The combined data from the monitoring permitted the establishment of an early warning and analyser system for issues. Furthermore, the client was provided with statistics in order to globally and efficiently control countermeasures for threatening activities on the web.
