Interview Nordea – Crisis Management, Social Media Outreach, Strategy, Content, Governance

This is one of the six videos I shot on the second day of the irn event, ‘Social & Digital Media for Financial Services’ (London, 7-8 June 2011).

If it is my first video interview with Nordea, with Rune Kibsgaard Sjøhelle– Head of External Communications, it is my 6th interview with a scandinavian financial institution. I invite you to watch my interviews withThomas Heilskov – Manager Group Online Communication at Danske Bank (x2), Thomas Kragh – SVP Digital Channels at NyKredit (x2) and Hakan Aldrin – MD at by SEB.

About Nordea (from Wikipedia)
Nordea Bank AB is a Stockholm-based financial services group operating in Northern Europe. The bank is the result of the successive mergers and acquisitions of the Swedish, Finnish, Danish and Norwegian banks of Nordbanken, Merita Bank, Unibank and Kreditkassen (Christiania Bank) that took place between 1997 and 2000. The Baltic countries and Poland are today considered part of the home market, Latvia already having a branch of Nordea (Latvian: Nordea banka) from 2006. Nordea has more than 1,400 branches and is present in 19 countries around the world, operating through full service branches, subsidiaries and representative offices.

Nordea & Social Media
In my opinion, Rune delivered the best presentation of the second day. Not only Nordea’s story captures perfectly well why and how most financial organizations get started with social media (a PR crisis compliments of a NGO based in… Australia! Basically, the CEO received over 9k emails following a video posted on youtube), I really liked Rune’s style.

Rune talked about social media ownership, the importance of engaging with ‘pen bloggers’, their social media newsroom aggregating the huge volume of content the bank is constantly producing, Nordea’s social media content distribution strategy and governance, microsavings / the e-piggy bank app from Norway…

Wondering what was the most exciting impact of the bank providing customer support via social media? The increase visibility of the customer service team externally AND internally. Before, those employees used to be totally transparent internally and those jobs were not popular at all… Now, the customer care folks became kind of ‘rockstars’ and everyone wants to work in social media. 😀

Next steps
Next steps for Nordea in the social media space: employer branding, product line communities, netbank integration into channels like facebook or twitter, customer programme segmentation, internal social media (social business / close facebook groups…), new / unexplorered social media opportunities.

The ROI of Social Media?
I’m loving that line from one of Rune’s colleagues to this question: “Did you make a business case to build our facebook presence?”, “Hey, I was asked to make a business case to buy a fax machine back in 1994!”.

Interview with Rune Kibsgaard Sjøhelle, Head of External Communications
Please find below my interview with Rune.

– Nordea’s social media strategy started 2.5 years ago…
– Social media wasn’t high on the agenda… until the incident (00:41)
– Who owns social media? (01:36)
– The customer support reps became ‘rockstars’ (02:14)
– Building relationships with young, but influential, ‘pink bloggers’ (03:05)
– What’s next in social media for Nordea? (03:51)
– The challenges faced by international organizations (04:24)

We are currently tracking 8 Nordea twitter accounts in 5 countries (Visible Banking Twitter Watch series – 1,450+ accounts in 70+ countries) and 14 facebook pages and applications in 4 countries (Visible Banking Facebook Watch series – 900+ pages and apps in 70+ countries)

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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