At the end of last year, Aman Narain – Global Head of Internet and Mobile at Standard Chartered and his Breeze team launched a highly successful contest ‘the World’s Coolest Intern‘ (WCI) which attracted 1,190 applications from over 65 countries in just 8 weeks.
Since then, the Breeze team has been busy launching a number of innovative mobile applications in various countries in Asia and the Middle East, as well as conducting a few other crowdsourcing experiment withtheir inmode contest and their wish list feature on mobile.
A month ago, I asked Katherine to give us an update on her achievements at Standard Chartered in Singapore and talk us through her next career move.
I invite you to read Katherine’s guest post and check out what the Top 10 finalists are up to.
Please do not hesitate to leave a comment!
FAQ with the ‘World’s Coolest Intern’
My name is Katherine Liew, and I’m the World’s Coolest Intern.
It wasn’t an easy title to earn, competing against over 1000 others across the world for the dream job on offer by Standard Chartered; being paid to use social media.
Some have argued that with the challenges faced by banks in implementing social media, it’s not the ideal job.
Well, for the last six months I have been working in Standard Chartered’s online and mobile banking team dealing with these challenges every day. This is what it’s really like.
Disclaimer: Opinions expressed here are the writer’s own and may not reflect those of Standard Chartered Bank.
…but what do you actually do??
‘Get paid $30,000 to tweet at work’ was the tagline, but that’s just the beginning.
Managing social media assets such as our Twitter (@stanchartbreeze) and blog involves monitoring, content production and of course detailed analytics. As part of the marketing team for Breeze, our mobile banking app, I’ve also been involved in new country and feature launches – for example, the Wishlist and a launch in India.
I ran the bank’s first attempt at crowdsourcing– a global design competition in partnership with frog design that challenged young designers to come up with an alternative login screen for Breeze. Over 200 designers from 75 design schools across the world were inspired to design for us, and apart from the 26 designs we’ve selected for the app we earned media coverage worth over 5 times our spend.
My pet project is about creating a social media metric, placing emphasis on the potential for gaining business insights over measuring campaigns. It’s tied into a larger piece on where social media activities fit into an organisation: Most people tend to focus on the external activities on the right-hand side, which is where the direct value to an organisation comes in. However, there is also value to be gained both directly and indirectly through internal activities.
What’s the best part of your job?
The people I’ve met have made my internship feel like a 6 month TED conference. My philosophy is that you can learn something from everyone that you meet, which has made my 6 months a steep learning curve.
I’ve hung out with external agencies, from the famous (Google) and the infamous (Pat Law of Goodstuph) to the creative (Qais Consulting) and the analytical (Edelman, JamiQ).
Competition aside, I’ve been amazed by the skill and determination of some of the other applicants for the job. The finalists have become pretty close – I’ve gained 20 new friends (and a housemate).
That doesn’t even start on the inspiring leadership and fun people Standard Chartered. Bank staff are often typified as boring and stuffy, but it’s not true – every day there’s a fresh topic of conversation, whether it’s on photography, the future of NFC technology or the best bars to go to in Singapore.
Do you still believe that banking and social media go together?
Most of the social media campaigns that receive attention come from FMCG companies or other high-interest industries. Banking is a different challenge that requires a different approach. I believe more people need to remember that there is more to social media than creating a Facebook page to gain fans – there are multiple ways it can add value.
In terms of customer engagement, social media has been a great way to speak to customers directly and this is reflected in our analysis of our channels. Taking Twitter as an example – we look beyond numbers such as followers or RTs to bit.ly statistics and the breakdown of Klout scores.
What really drew me to the WCI role was not the potential to get paid to tweet, but the challenge of how a large organisation that has recognised the value of social can actually go about implementing it. I’ve faced challenges and made mistakes, but I’ve learnt a lot from this role – to the point where I can comfortably sit across from senior management and talk to them about how they can add value to their business through technology.
To keep moving in that direction, I’ll be staying on at Standard Chartered and taking on a strategic role for the implementation of social/digital marketing across the organisation. I’m looking forward to the challenge!
I’m not sure what are thinking after reading Katherine’s article, but as far as I am concerned I look forward to contributing to the next edition of the WCI contest!
We at Visible Banking would be delighted to help you and your team better UNDERSTAND and LEVERAGE social media in a strategic yet pragmatic way.
So please don’t hesitate to call me, send me an email or DM me (@Visible_Banking) to book a meeting and talk about twitter, facebook, crowdsourcing, customer reviews, social media & social commerce in banking, financial services and insurance.