Under the leadership of Aman Narain, Global Head of Online and Mobile, in the last twelve months Standard Chartered (SC) established itself as one of the most active banks in the social media space in Asia and the Middle East.
I love Standard Chartered UAE’s strategy on facebook: over the last 18 months they’ve done a great job building their fan base, and constantly improving the overall look and feel of the page with initiatives such as Get Rich with a Click and Go the Distance.
Last week, the Standard Chartered UAE page reached a very decent milestone with over 17,000 fans. It positions the bank as a leader in the Middle East.
Ok, the page is not close to make the Visible Banking Facebook Watch Top 10 most liked pages (SC UAE would need over well over 100,000 fans), but it doesn’t matter.
Success on Facebook and twitter shouldn’t be measured exclusively in terms of size of fan base. It is all about the quality of the fans and the content strategy, and the level of engagement and activity on the page wall.
Very Promosing Results for the 1st ‘Go the Distance’ Campaign
Last December, I shared my comments on the Go the Distance campaignwhich aimed to build relationships with marathon runners, in particular the participants of the the Dubai marathon 2011 which took place on January 21th.
In a month and a bit, SC UAE managed to capture over 460 stories. Congratulations to the bank for a good level of contribution, and their iphone winners (cf the top 3 most shared and most liked stories).
Between early December and the end of January, the bank has attracted over 3,000 new fans which could be mainly credited to Go the Distance.
In my initial post, I shared my concern about loosing quality and attracting people who don’t necesseraly care about the Standard Chartered brand…
Please note that the Marathon 2011 tab is still available on their facebook page.
The Brand New ‘Services & Offers’ Tab
Earlier this month, SC UAE added the ‘Services & Offers‘ tab.
There are three main sections on this area of the page:
* Promotion of 3 valuable services: online banking, e-statements and SMS banking. Not only those three services provide a more convenient way for clients to check and manage their account(s), the take up of those services would translate into huge cost savings and a significant, easily measurable, ROI for the bank.
Facebook users are one-click away of liking or sharing those services on their own wall.
* Promotion of SC’s UAE Food Explorer site: this is an initiative SC UAE launched in June 2010 to reward the Standard Chartered Credit Card holders.
The search engine friendly and collaborative site invites people to share their comments on restaurants in the UAE. The initiative even has its ownfacebook page and twitter account.
* Invitation to leave your feedback: this section has the potential to become the most valuable section of the whole page. The bank invites its clients to share their feedback on their products and services.
But the way it is engineered and displayed now, the bank will surely struggle to capture a critical volume of feedback. There is still no comment online.
I’m not sure how the dynamic SC UAE facebook team moderate the comments: I left one last week (containing only the word ‘TEST’). The comment has disappeared but nobody reached out to me…