How listening to customers and training staff helped HSBC get started in social media
The Client
The business banking division of HSBC.
The Challenge
To help the bank understand what people are saying about it online, which of those conversations are influential and how it stacked up against its rivals.
We also delivered insight based training to the bank after the research phase was completed to help marketing and PR staff understand social media and the output from the research.
The research was also to be used to inform the creation of a joined-up social media strategy.
To do this we
- Mapped the online conversation around the bank
- Assessed the sentiment and authority of the different conversations
- Looked at how the bank was performing compared with its rivals
- Presented the results as both qualitative and quantitative analysis
The results
A comprehensive report that offered clear insight and actionable recommendations throughout.
Two days of bespoke training for the marketing and PR Teams.
This project was delivered during July and August 2009 by Will McInnes and Murray Cox
